Optimizely acquires Dublin start-up Synference

26 Jun 2014

Optimizely, one of the web’s largest online optimisation platforms, has acquired Dublin-based machine learning start-up Synference. Terms of the deal were not disclosed.

Founded in 2013 by Fergal Reid and Conrad Lee, Synference’s technology is designed to apply machine learning to A/B testing and optimisation, thereby enabling companies to tailor their online site to each visitor.

“Joining the innovative team at Optimizely will allow us to achieve these results on a grander scale,” Reid said.

“Optimizely is the leader in the space and has built the leading optimisation platform. I am excited for the opportunity to help build smart products that help realise the huge promise that lies in machine-learning technology and optimisation.”

With more than 7,000 customers, Californian company Optimizely is now attempting to expand its platform by using Synference’s machine learning in what it hopes will provide valuable insights and informed decisions.

The news of the acquisition comes after Optimizely closed a deal worth US$57m in a Series B round of financing led by Andreessen Horowitz in May.

Optimisation image via Shutterstock

Colm Gorey was a senior journalist with Silicon Republic