Everstone integrates Wingify, AB Tasty for $100M+ digital experience optimization platform

Private equity firm Everstone Capital incorporated India Winify — a company that helps businesses test different versions of their websites to increase sales and customer engagement — and France AB Delicious to build a more than $100 million digital experience optimization company with more than $100 million in annual revenue, just one year after the purchase controlling stake in Winify for $200 million.

The combined business will serve more than 4,000 customers worldwide and generate more than $100 million in annual revenue, with about 90% from the US and Europe and a team that includes North America, Latin America, Europe, and the Asia-Pacific region, the company said on Tuesday. Wingify founder Sparsh Gupta will lead the combined entity as CEO, while Everstone will remain the largest institutional shareholder.

The deal is that digital experience tools, including for A/B testing and personalization, are increasingly consolidated, as companies want to deploy AI across marketing, product and growth teams without consolidating multiple vendors. The combined company will invest more in AI-led capabilities over time, while keeping the customer experience unchanged in the near term and gradually expanding the depth of the platform, Gupta said in an interview.

Everstone injected significant additional capital as part of the transaction, Gupta told TechCrunch, describing it primarily as a way to “clean up” AB Tasty’s closing desk and allow the two businesses to coexist on one platform. Financial terms were not disclosed, although Gupta said the deal included a cash component along with some equity rollover for existing leadership, in order to retain an ownership stake in the new entity.

Gupta pitched the tie-up as a natural convergence between the two longtime rivals. “Both businesses have been operating as friendly competition,” he said, adding that the merger reflects growing demand from companies for a more integrated and holistic digital experience platform.

The combined entity will be led by an executive team drawn from both organizations. In addition to Gupta as CEO, Wingify co-founder Ankit Jain will serve as Chief Product and Technology Officer, while AB Tasty’s founders will take on senior roles: Rémi Aubert will serve as Chief Customer and Strategy Officer and Alix de Sagazan will serve as Chief Revenue Officer, the company said.

Both Wingify and AB Tasty are profitable, Gupta said, and the merger is focused on building a combined platform rather than cutting costs. “No layoffs are planned as part of this merger,” he said, explaining the rationale is “value creation at this time.”

The combined company will have nearly 800 employees in 11 offices worldwide, with about 350 employees outside India, Gupta said, adding that the combined entity will be headquartered in New Delhi.

Co-founded in 2010 by Paras Chopra and Gupta, Wingify remain bootstrapped for more than ten yearswith VWO being the flagship product, it helps businesses improve online conversion rates through A/B testing and customer experience optimization. Everstone acquired a majority stake in the startup in January 2025, which also marks a significant exit for Chopra, as TechCrunch previously reported. The deal set the stage for Everstone’s platform development strategy which has now led to the combination of AB Tasty.

Wingify counts more than 3,000 brands as customers, including Forbes, Walt Disney, Amway, Hilton Vacations, TAP Portugal, and Cigna, among sectors such as e-commerce, SaaS, travel and media.

Founded in 2014 and headquartered in Paris, AB Tasty provides experimental and personalization software used by more than 1,000 brands, including L’Oréal and Samsonite.

The combined company will compete in the same category as players such as Optimizely and Adobe, giving Singapore-headquartered Everstone and Wingify a larger footprint in Europe while expanding the combined platform’s product suite across AI-led testing, feature delivery, and personalization, subject to closing conditions and approvals.

The deal adds to a wave of consolidation in marketing and software products, as private equity firms and strategic buyers look to assemble AI-ready platforms serving global enterprise customers. A new PitchBook report shows SaaS company M&A is on the rise 270 deals in Q3 worth $65 billionwith deal volume up 26.2% quarter-on-quarter, and private equity accounting for 66.7% of transactions. More generally, PwC last year flag (PDF) is a key value creation strategy for private equity firms, and EY is highlighted private equity-led momentum in technology M&A in 2024 as buyers seek to scale platforms and AI capabilities.

Gupta told TechCrunch that Everstone will retain majority control of the combined business and hold majority board rights after the transaction. The board will have five to six seats, including representatives from Everstone and Gupta, as well as three to four independent directors, he added.

Everstone said it will support the combined company with additional support, including an advisory board of industry and operator experts. “Together, VWO and AB Tasty will have one of the most comprehensive product offerings in the category,” said Sandeep Singh, managing director at Everstone Capital.