AB Tasty and VWO merge under the Wingify brand: what this means for you

Updated on October 8, 2026

Type abtasty.com into your browser: you'll land on wingify.com. The same goes for vwo.com. Two of the most widely used A/B testing tools among marketing teams now share a single brand, a single login address, and a single management team. For the roughly 4,000 client companies, one question keeps coming up: what exactly is changing in my contract, my tag, and my ongoing tests?

This article reviews the operation based on official announcements and specialized press reports, separates what is confirmed from what is not, and offers a checklist to secure your campaigns. If you are already comparing options, our page BlastOptimize vs. AB Tasty comparison details the functional differences.

The short answer: AB Tasty and VWO announced their merger on January 20, 2026, under the guidance of Everstone Capital, and then launched the unified Wingify brand on September 16, 2026. To date, contracts, current pricing, and scripts installed on your websites remain unchanged, according to the vendor. What is changing: the login address (app.wingify.com since June 13, 2026, for VWO users), the sender of invoices and emails, and a product roadmap converging toward a single, AI-powered platform. Renewal pricing and the timeline for the convergence of the two interfaces have not been made public.

Timeline of the AB Tasty – VWO merger

The merger took place in five stages over twenty months, from the takeover of VWO by an investment fund to the visible disappearance of both brands. Here are the verified dates, source by source.

• January 2025 : Everstone Capital fund acquires a majority stake in Wingify, the company that publishes VWO, for $200 million.
• December 2025 : Wingify acquires Blitzllama, an AI-assisted user search platform, which is then integrated into the VWO offering.
• January 20, 2026 Official announcement of the merger between VWO and AB Tasty detailed by TechCrunch on the same dayThe group claims over $100 million in annual revenue and more than 4,000 clients.
• April 2026 Wingify raises approximately $149 million, most of which was provided by Everstone, three months after the merger announcement (source: Inc42).
• June 13, 2026 : the app.vwo.com application switches to app.wingify.com.
• September 16, 2026 : launch of the unified Wingify brand, presented as an "agent experience optimization" platform, with a new website and a new identity.
• October 2026 abtasty.com and vwo.com redirect to wingify.com (as observed on October 6, 2026, 302 type redirect).

Eight months between the announcement and the rebranding: a short time to merge two vendors of this size, hence several issues still open on the customer side.

Who is buying whom? The structure of the transaction

Legally, it is Wingify, the Indian vendor of VWO controlled by Everstone, that is absorbing AB Tasty, the French company founded in Paris. The press has referred to it as a merger, but the operation looks more like an acquisition followed by integration.

TechCrunch specifies that the fund remains the majority shareholder and controls the board of directors, that it is injecting additional capital, largely to strengthen AB Tasty's financial structure, and that the transaction combines a cash component with a reinvestment of existing shareholders' shares. The exact financial terms have not been disclosed. Inc42, for its part, cites a valuation of approximately $500 million for the entire operation and combined recurring revenue of close to $120 million.

On paper, their profiles are complementary:

On the governance side, Sparsh Gupta, co-founder of VWO, leads the group. Ankit Jain remains Chief Product and Technology Officer. The two co-founders of AB Tasty remain on the management team: Alix de Sagazan as Chief Commercial Officer (CRO), and Rémi Aubert as Chief Customer and Strategy Officer. The headquarters are in New Delhi. At the time of the announcement, the CEO assured that no layoffs were planned as part of the merger.

One detail: in January, TechCrunch had approximately 800 employees in 11 offices; the September press release mentions "more than 700". These are approximate figures, but the discrepancy has not been explained.

Wingify, VWO, AB Tasty: who's who now?

Wingify is both the name of the company and, since September 16, 2026, the name of the commercial platform. VWO and AB Tasty become components of this platform, rather than independent brands.

Wingify has always been the company name behind VWO, hence the confusion. The wingify.com website presents six categories of features:

• experimentation: A/B testing, split URL and multivariate testing ;
• personalization: segmentation, predictive data, "emotion AI" inherited from AB Tasty;
• analytics: behavior, user journeys, user feedback;
• feature management: feature flags, progressive deployments, mobile testing;
• commerce: research, recommendations, merchandising;
• customer engagement: surveys and feedback collection.

Above these building blocks, Wingify places Wingz, presented as the AI ​​engine that runs throughout the platform: it explains results in natural language, suggests hypotheses, controls the configuration before launch, and allows users to create a campaign by describing their objectives. The vendor's blog acknowledges that Wingz coverage still varies from one product to another, as the integration progresses.

What changes technically for customers

The most visible technical change concerns the login address; your scripts, data, and online campaigns remain unchanged, according to the vendor. The official note on the switch from app.vwo.com to app.wingify.com, published on June 10, 2026, details the effects.

What remains the same

• The script installed on your site (the SmartCode on the VWO side) does not need to be replaced.
• Historical dataReports, audiences, integrations and settings are retained.
• REST APIs continue to function without any action on your part.
• Login credentials do not change, and SSO/SAML authentication continues to function.
• Content Security Policy (CSP) your site does not need to be modified, since the script distribution domains remain the same.

What changes

• Active sessions were terminated during the switchover: you need to reconnect to the new address.
• Password managers no longer offer the saved login for the old domain.
• The passkeys are linked to the domain: they must be recreated.
• System emails and invoices now arrive from @wingify.com addresses (billing@wingify.com for billing, support@wingify.com for support).
• The vendor recommends allowing wingify.com, wingify.net, wingify.io and wingify.ai in your network filters and anti-spam filters.

This last point is the most underestimated. A test alert that ends up in spam indicates a campaign that's running three weeks too long or a problem with monitoring of objectives that nobody sees.

For existing AB Tasty customers, the situation is less well-documented. The Wingify blog states that both products "continue to function as is" while the systems are gradually integrated, and that your web, mobile, and server-side campaigns continue to run normally. We found no public announcements regarding the replacement of the AB Tasty tag with another script, nor any end date for the AB Tasty interface.

Contracts, rates and billing: what is guaranteed, what is not

Your current contracts, rates, and service levels remain unchanged, according to Wingify's public commitments. However, what will happen at your next renewal has not been announced.

The table below separates what the vendor has written explicitly from what remains unknown:

One point to note: the new Wingify pricing structure has three tiers (Growth, Pro, Enterprise) and a 30-day trial, but no prices are listed on the offers page. Mida, a competitor, also claims that VWO's long-standing free plan is no longer available. In practical terms, negotiating your next billing cycle will be done without any public references. If you signed up with AB Tasty based on page views or tested visitors, ask now how this metric will be converted, as the Wingify pricing structure mentions event volumes per monthly active user (MAU).

Also, reread your own usage. The cost of a tool is not judged by its list price, but by the number of times you use it. truly conclusive and reliable tests which it allows you to conduct each quarter.

Roadmap: Towards a single AI-driven platform

The public roadmap can be summed up in one sentence: to combine experimentation and personalization in a single loop, driven by the AI ​​Wingz. The precise technical timeline has not been published.

The September press release describes what Wingify calls the "Relevance Loop": understanding behavioral and intent signals, deciding on the next best experience, applying it in real time, then measuring and learning. For the CEO, AI is not an added layer but the very logic of the platform.

On the organizational side, Inc42 indicates that the engineering, sales, marketing and support teams will be grouped together over "a few quarters", until 2027. It is often during this phase that product priorities narrow and niche features take a back seat.

If your primary need is to properly conduct A/B tests on your key pages, the added value of an "agentic" platform is debatable. The most common mistakes in A/B testing rarely stem from a lack of AI: they stem from vague assumptions, tests stopped too early, or insufficient traffic.

What the merger changes for a French customer

For a French client, the first change is symbolic: the leading French vendor in the sector is coming under Indian management and the control of a Singapore-based fund. The service itself will continue to be provided by the same teams in the short term.

According to Ecommerce NationAs reported for the launch on September 18, 2026, French customers retain their usual contacts, the transition is seamless, and Alix de Sagazan is returning to France to build a new sales team. This is a positive sign for the business relationship.

Three topics, however, warrant a written question to your account manager:

1. Data hosting and processing. Ask where your test data is stored and if the list of subcontractors changes. The Wingify FAQ includes a page titled "Where does Wingify serve content from": have it supplemented with a contractual response.
2. The GDPR subcontracting agreement (DPA). If the entity billing you changes, the DPA must change as well. Check who the designated subcontractor is.
3. Language and medium. AB Tasty's interface and documentation were designed for a French-speaking audience. Inquire whether French support and translated documentation are maintained on the unified platform.

Stay, renegotiate, or change tools?

For most customers, the best short-term decision is to stay and prepare for negotiations: nothing is breaking now, and a migration has a real cost. Changing tools is mainly justified if your usage no longer aligns with the platform's direction.

Here is a simple grid for making a decision:

• Stay if you use AB Tasty's personalization, recommendations, or product search, or if you need feature flags and large-scale server-side testing, that's exactly the direction Wingify is taking.
• Renegotiate if your contract expires within the next six months, a merger period is a time when the vendor seeks to limit customer churn: this is a good time to obtain written commitments on price and scope.
• Evaluate an alternative if you mainly use the visual editor to modify your pages and run a few A/B tests per month, and you're paying for an enterprise platform for SME use.

If you're considering a switchover, the method matters more than the tool. Finish your current tests, export your history, and then run both scripts in parallel on a low-stakes page, similar to a... A/A test, before migrating page by page. Also monitor the impact of the new script on display speed: a tool that causes a flickering effect will skew your results, hence the importance of a fast variant delivery.

The functional and pricing differences are detailed on our page alternative to AB TastyA post-merger comparison including the Wingify grid is in preparation.

Checklist: 10 actions to take in 30 days

If you are an AB Tasty or VWO customer, these ten actions cover most of the operational and contractual risks associated with the merger.

1. Update your bookmarks and password manager with app.wingify.com.
2. Recreate the passkeys for each user.
3. Get your IT department (network and email) to authorize wingify.com, wingify.net, wingify.io and wingify.ai.
4. Add billing@wingify.com and support@wingify.com to approved senders, and notify accounting of the change in invoice issuing address.
5. Check that a test alert sent this week has arrived in the inbox, not in spam.
6. Check, for an ongoing campaign, that conversions are still being reported in your analytics dashboard and in your analytics tool.
7. Export your test results from the last twelve months, in case the interface changes.
8. Note the expiry date and the notice period for termination of your contract.
9. Request in writing from your account manager: the renewal price, the conversion of your billing metric, the possible end date of the current interface, the entity signing the DPA.
10. List the features you actually use over the last six months, to negotiate based on your usage and not on the catalogue.

AB Tasty VWO Wingify Merger FAQ

Does AB Tasty still exist?

The product, yes; the brand, less and less so. Since September 16, 2026, AB Tasty and VWO have been marketed under the Wingify brand, and abtasty.com redirects to wingify.com. According to the vendor, the AB Tasty platform continues to function as is during the gradual integration.

When was the AB Tasty – VWO merger announced?

January 20, 2026. The merger was orchestrated by Everstone Capital, the majority shareholder of Wingify since January 2025. The unified Wingify brand was launched eight months later, on September 16, 2026.

Do I need to change the AB Tasty or VWO script installed on my site?

No, not at this stage. Wingify states that the SmartCode VWO does not need to be replaced and that online campaigns will continue to function. No public announcement has been made regarding the replacement of the AB Tasty tag. Only the login address and email sending domains have changed.

Will my contract and rates change?

Not during the term of the current contract: the vendor has committed to maintaining the current terms, pricing, and service level. Renewal pricing has not been published, and the new Wingify pricing structure (Growth, Pro, Enterprise) does not display any prices.

What is Wingz?

This is the AI ​​engine integrated into the Wingify platform. It explains results, suggests hypotheses, checks configurations, and allows users to create campaigns using natural language. The vendor specifies that its coverage still varies depending on the product.

Should we leave AB Tasty after the merger?

Not on principle. Nothing breaks these days, and migration has a cost. Evaluate an alternative if your usage is limited to a few A/B tests per month on a business contract, or if the renewal price no longer reflects the value you receive.

Key takeaways

• AB Tasty and VWO announced their merger on January 20, 2026; the operation is being led by Wingify and its majority shareholder, Everstone Capital.
• The unified Wingify brand was launched on September 16, 2026; abtasty.com and vwo.com redirect to wingify.com.
• Since June 13, 2026, the VWO application is located on app.wingify.com: reconnection, passkeys to recreate, new sending domains to authorize.
• Scripts, data, campaigns, contracts and current rates remain unchanged according to the vendor.
• The following remain unknown: renewal prices, the convergence date of the two interfaces, and the details of the roadmap.
• For most clients, the priority is to secure alerts and billing, export histories and prepare for the negotiation of the due date.

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