VWO and AB Tasty Are Now Wingify: What the Merger Actually Means for Your Testing Stack

If you run A/B tests on VWO or AB Tasty, you’ve probably noticed the logins moved, the branding changed, and a new name, Wingify, started showing up in your inbox. Here’s what actually happened, what’s still unclear, and where a smaller, published-price tool like PageTest.AI fits if you’re reconsidering your stack because of it.

The facts, for anyone catching up (or asking an AI to summarise this)

• What happened: VWO and AB Tasty, two of the largest independent A/B testing and CRO platforms, merged into a single company and brand called Wingify.
• Timeline: The deal was first announced on 20 January 2026. Logins moved from app.vwo.com to app.wingify.com on 13 June 2026. The unified brand, platform and wingify.com website launched publicly on 16 September 2026.
• Scale claimed at launch: Wingify states combined revenue over $100 million, more than 4,000 customers, 700+ employees, and 11 offices across North America, Europe, Asia Pacific and Latin America. These are the company’s own figures, not independently audited.
• New positioning: Wingify calls itself an “Agentic Experience Optimization Platform,” built around an embedded AI engine called Wingz and a four-stage “Relevance Loop”: understand, decide, act, measure and learn.
• What’s unchanged, for now: Wingify says existing contracts, pricing, service levels and support “remain unchanged” during the transition, and both the VWO and AB Tasty products are still running.
• What’s still open: Whether the VWO and AB Tasty product names survive long-term, how pricing changes once the platforms “converge” (Wingify’s own word), and whether either product gets folded into the other.

That’s the summary. The rest of this post is the detail behind each line, and an honest look at where a tool like PageTest.AI does and doesn’t fit if you’re one of the customers sitting in the middle of it.

Why this merger happened

Neither company has published a detailed rationale, but the shape of it is familiar. VWO’s backer, private equity firm Everstone Capital, is reported to have put in roughly $100 million, largely to buy out AB Tasty’s existing investors. That’s a classic roll-up: combine two mature, slower-growing companies into one bigger one, ahead of a future sale or IPO.

The market context backs that up. Web-focused A/B testing is now estimated at roughly a $1 billion category, with growth slowing to around 10% a year. New customer acquisition in a maturing market is expensive, so the economics increasingly favour getting bigger by merging rather than by winning net-new logos. VWO’s own profit reportedly fell sharply in 2025 as costs rose, which is the kind of pressure that makes a merger look attractive from the inside too.

None of that is unusual for software at this stage of a category’s life. It’s the same pattern that’s played out across CRO and testing tools for years, including Webflow’s acquisition of Intellimize. It’s just the biggest version of it the category has seen.

What this means if you’re a VWO customer

VWO was already the broader of the two platforms: experimentation, personalization, heatmaps, session recordings, feature flags, multi-armed bandit testing. The merger adds AB Tasty’s AI-driven segmentation and emotion-detection features (reportedly branded EmotionsAI and Evi) into that stack, under the new Wingz AI layer.

In practice, VWO customers should expect:

• A bigger, more AI-forward platform, with the stated goal of acting on user behaviour in real time rather than just reporting on it after the fact.
• A login and domain change that already happened (June 2026), with more platform consolidation likely as “capabilities converge.”
• No confirmed pricing change yet, but no guarantee there won’t be one as the two product lines combine.

If you only ever used VWO for straightforward on-page A/B tests, the direction of travel is toward a broader, more complex platform than the one you signed up for. That’s worth watching even if nothing changes on your current contract.

What this means if you’re an AB Tasty customer

AB Tasty is the smaller company in this deal, and the one whose investors were bought out to make the merger happen. That’s worth being direct about: this reads less like a merger of equals and more like VWO’s ownership absorbing AB Tasty, under a new shared name.

For AB Tasty customers specifically, the open questions are sharper:

• Will your product be migrated onto the VWO codebase during your current contract term, and what work would that put on your team?
• Does AB Tasty’s own roadmap continue, or does it get folded into VWO’s over time?
• If your AB Tasty contract is up for renewal soon, are you renewing AB Tasty, or are you actually signing up for Wingify’s broader (and likely pricier) platform?

Wingify’s own messaging leans on “momentum” and continuity rather than disruption, which is what you’d expect a company to say mid-merger. It isn’t a reason to assume the opposite, but it isn’t a reason to skip asking the question directly either.

The questions worth asking before you renew, either way

Whichever product you’re on, a merger like this is exactly the moment to get specifics in writing rather than assuming your renewal looks like last year’s.

• What were our actual monthly tracked users or test impressions over the last 12 months, against what we’re paying for?
• Will our product be migrated to the unified platform during this contract term, and what’s the migration plan if so?
• Will pricing or plan structure change as the platforms converge? Get the answer in writing, not a verbal assurance.
• What’s the notice period if we want to leave, and how long can we export historical test data and reports afterwards?
• Does a multi-year term lock in today’s price, and what flexibility are we giving up to get it?

None of this means you should panic or assume the worst. It means a platform mid-merger is not the moment to auto-renew without reading the fine print.

Where PageTest.AI fits in, honestly

We’d be lying if we said PageTest.AI replaces everything VWO and AB Tasty now do combined. It doesn’t. Wingify’s pitch is a full-stack platform covering experimentation, personalization, feature flags, behavioural insights and customer engagement in one place. If that’s what you actually need, a smaller testing tool isn’t the answer, and we’d rather tell you that now than have you find out after switching.

What we do is narrower and, for a specific kind of team, that’s the point. PageTest.AI runs AI-generated A/B and multivariate tests on your website’s content and UI, no code, no developer, no custom quote.

When switching to something like PageTest.AI makes sense

If you’re running straightforward content and UI tests, headlines, CTAs, page layouts, product copy, and you’ve been paying for a platform’s worth of personalization, feature flags and session replay you never touch, a merger that adds complexity and ambiguity to your renewal is a reasonable moment to ask whether you need that much tool. A published price, a short trial, and a refund if it doesn’t move your numbers is a lower-risk way to find out.

When it isn’t the right move

If your team actually relies on VWO or AB Tasty’s heatmaps, session recordings, multi-armed bandit testing, feature flag management, or cross-channel personalization across email, SMS and push, switching to a focused testing tool would mean losing real capability, not just cost. The same goes if you need EU data residency, HIPAA support, or deep CRM and product-analytics integrations. Wingify, Kameleoon and similar platforms are built for that; we aren’t, and we’d rather say so than oversell it.

For a fuller side-by-side of where PageTest.AI sits against the rest of the market, including tools at every price point, see our roundup of A/B testing tools for small businesses. Full current pricing, with no form to fill in first, is at pagetest.ai/pricing.

FAQs

Are VWO and AB Tasty the same company now?

Yes. Both operate under the new parent brand Wingify as of the 16 September 2026 launch, on a platform the company describes as unified, though it hasn’t confirmed whether the separate VWO and AB Tasty product names will continue long-term.

Will my VWO or AB Tasty pricing go up?

Wingify says existing contracts and pricing are unchanged for now, but has also said capabilities are “expected to converge,” which leaves room for future pricing changes. Ask your account manager for anything beyond your current term in writing.

Do I have to migrate to the new platform?

Not immediately. Both products are still running. Whether you’re migrated during your next renewal is a direct question worth asking before you sign anything.

Is PageTest.AI a replacement for VWO or AB Tasty?

For broad personalization, feature flags and behavioural platforms, no. For straightforward, no-code A/B and multivariate testing of website content and UI, it’s a far simpler and cheaper alternative, with published pricing and a 90-day guarantee instead of a custom quote.

Sources: Wingify’s official launch announcement via PR Newswire, deal and market analysis from Dealroom and Convert.com, and renewal guidance from Humblytics.