What AB Tasty actually costs

What AB Tasty publishes

Nothing, and it is upfront about that. From abtasty.com/pricing, retrieved 6 September 2026: "Your business doesn't fit a template, neither does our pricing. No fixed plans. Just a custom proposal built around your goals and scope."

The page explains the reasoning too: "AB Tasty prefers to start with a conversation so we can recommend pricing that matches your needs and use case, rather than offering generic self-serve pricing." You can disagree with that model, and we do, but it is at least stated rather than buried.

There are no named tiers. AB Tasty describes a single plan assembled from modules: experimentation, personalization, release management and feature experiments, enterprise security, and optional add ons. The company says more than 1,000 brands use it.

A real signed contract, in public

Aggregator medians are useful but anonymous. Public procurement is neither, which makes it the most reliable pricing evidence available for any quote only vendor.

The UK's Find a Tender service records that the University of Exeter awarded AB Tasty LTD a contract for the "Provision of a Web Optimisation Platform", published 17 November 2025. The value is stated as £219,800 excluding VAT, or £263,760 including VAT. Seven tenders were received, all from small and medium enterprises. The award decision was dated 6 November 2025 and the contract runs from 2 December 2025, with possible extensions to 1 December 2029.

We have deliberately not converted this into an annual figure. The notice labels the contract "4 years" but does not state which period the £219,800 covers, and dividing it would manufacture a number that no source supports.

What aggregators report

Those three do not reconcile, and we are not going to pretend they do. The Capterra listing is the odd one out by an order of magnitude, and it also claims AB Tasty offers a free trial, which AB Tasty's own page explicitly denies. Vendor submitted directory fields go stale quietly. Where a directory and the vendor's own site disagree, believe the vendor's own site.

There is no free trial

Worth knowing before you plan an evaluation. AB Tasty's page states: "AB Tasty does not offer a free trial. Instead, it provides a free 'proof of concept', usually lasting 1 to 2 weeks, so teams can evaluate the platform in a real setup before committing."

A proof of concept is not nothing. It comes with people attached, which a self serve trial does not, and for a complex rollout that help is worth having. But it means you cannot quietly try the product on a Tuesday afternoon. Your evaluation starts with a calendar invitation, and someone in procurement will need to know that.

Who owns AB Tasty, and what it earns

This is the question people actually search for, so here is a direct answer. AB Tasty is owned by Wingify, the company behind VWO. The combination was announced on 20 January 2026, backed by Everstone Capital, which had taken a controlling stake in Wingify for $200 million in January 2025 and retains majority control with majority board rights. It completed: at a cutover on 13 June 2026 at 11:00 PM PDT both platforms came together under a single brand, Wingify. app.vwo.com now redirects to app.wingify.com, help.vwo.com and developers.vwo.com redirect to help.wingify.com and developers.wingify.com, and vwo.com continues to operate.

The cutover broke nothing for existing customers, and we are not going to invent a horror story out of a rebrand. The vendor's own post states, for its own customers, that SmartCode does not need replacing, campaigns and feature flags keep running, historical data and reports are preserved, and logins, contracts, pricing and billing terms, REST API endpoints and Content Security Policy directives are all unchanged. The domain moves published so far are on the VWO side of the merger, and we have not seen an equivalent published cutover for AB Tasty's own domains, so ask your account manager what changes for your login and your tag rather than assuming it works the same way. Checked on vwo.com on 6 September 2026.

AB Tasty's standalone revenue has never been publicly reported. Neither the merger announcement nor TechCrunch's coverage disclosed it, and the deal value was not disclosed either. What is published is the combined group: more than $100 million in annual revenue, more than 4,000 customers, close to 800 employees across 11 offices, with roughly 90% of revenue from the United States and Europe.

If you have seen a figure around $39 million attached to AB Tasty, that comes from a third party site that labels its own numbers as estimates produced from public sources and proprietary models. It is not a reported figure and we would not cite it as one.

Where AB Tasty is worth the money

We compete with AB Tasty, so weigh this accordingly. There are still good reasons to buy it.

• It is built for large marketing organisations. Personalization, feature management and experimentation under one roof, sold with implementation help. If your programme spans several teams who do not write code, that model works.
• The proof of concept is genuinely useful for complex sites. Two weeks with a vendor engineer beats a self serve trial when the integration is the hard part.
• European presence and data handling. AB Tasty is Paris based with a long European enterprise track record, which matters to some procurement and legal teams more than any feature does.

Questions to ask before you sign

With a quote only vendor the list price is not the thing to negotiate, because there is no list price. What you are really negotiating is the definition of everything the price depends on. These are the questions we would put in writing, and most of them apply to any vendor in this category rather than to AB Tasty specifically.

1. Which legal entity is on the contract, and does that change at renewal? The Exeter award names AB Tasty LTD. After a merger, the counterparty is worth confirming.
2. What exactly is a tracked user, and is it counted per module? VWO, now under the same owner, counts per product, so the same visitor can bill more than once. Get AB Tasty's answer in writing and do the arithmetic on your own traffic.
3. What happens when the quota runs out? Some vendors invoice, some stop your tests. Both are survivable. Being surprised is not.
4. Which modules are in the base price, and which become add ons at renewal? Modular pricing is flexible on the way in and expensive on the way out.
5. What is the renewal uplift, and is it capped? Ask for the cap as a number in the contract, not a reassurance on a call.
6. Given the merger, which product will my use case sit on in two years? Wingify has said the two are converging. Ask which direction, and what support the other one keeps.
7. Does the proof of concept run on our real traffic, and who does the implementation? A two week evaluation with a vendor engineer is a different thing from two weeks alone with a trial account.

AB Tasty and ABTestly on cost

ABTestly figures from abtestly.com/pricing, checked 6 September 2026. Monthly plans start with a 14 day free trial. A card is required at signup and the first charge lands on day 15. Annual billing and Enterprise are not eligible for the trial, and your first paid month carries a 30 day money back guarantee.

Which platform fits which buyer

• You are a large marketing organisation buying implementation help alongside software. AB Tasty is built for that and we are not. Take the proof of concept.
• You are already evaluating VWO as the alternative. Reconsider the shortlist. Since the 13 June 2026 cutover those are two product lines under one brand, so you are negotiating with one vendor twice.
• You want to write variations in code and see the price before booking anything. That is what we built. Our numbers are on the pricing page and you can start without a call.

Quick answers

Sources checked

Checked on 6 September 2026. Prices and product behaviour change, so verify before you rely on a number. Where sources contradict each other we have said so rather than picking the convenient one.

• ABTestly pricing: abtestly.com/pricing
• AB Tasty pricing page: abtasty.com/pricing, retrieved 6 September 2026
• Signed contract record: UK Find a Tender, notice 2025/S 000-074310, published 17 November 2025, retrieved 6 September 2026
• Contract benchmarks: vendr.com/marketplace/ab-tasty, February 2026, retrieved 6 September 2026
• Directory listing, contradicted by the vendor: capterra.com, AB Tasty pricing, retrieved 6 September 2026
• Ownership and combined revenue: abtasty.com newsroom, published 20 January 2026, and TechCrunch, 20 January 2026, both retrieved 6 September 2026
• Wingify brand consolidation, the 13 June 2026 cutover and what it left unchanged: vwo.com, aligning our domain, retrieved 6 September 2026
• Related reading: VWO pricing, VWO vs Optimizely, Optimizely pricing, Convert pricing, AB Tasty alternative, AB Tasty vs ABTestly

AB Tasty is a trademark of its respective owner. VWO is a trademark of Wingify Software Pvt Ltd. ABTestly is not affiliated with or endorsed by AB Tasty, VWO or Wingify. The third party cost benchmarks on this page come from publicly available aggregator data and public procurement records, not from AB Tasty. Pricing information checked 6 September 2026. Request a current quote for authoritative numbers.

The ABTestly team