AB Tasty alternatives: what to evaluate in 2026 AB Tasty alternatives: what to evaluate in 2026

The verdict

Who absorbed whom — the org chart, read honestly

The 20 January 2026 announcement, from AB Tasty's own newsroom, describes the two companies "enter[ing] into an agreement to combine" — a business of more than $100m in annual revenue and over 4,000 customers, backed by Everstone Capital, which was already VWO's majority shareholder.

Then the leadership: VWO's Sparsh Gupta is CEO of the combined company. AB Tasty's co-founders take functional roles — Rémi Aubert as Chief Customer & Strategy Officer, Alix de Sagazan as Chief Revenue Officer. The unified brand is Wingify, VWO's parent-company name; VWO's app moved to app.wingify.com in June 2026. AB Tasty's AI assistant, Evi, has been folded — together with VWO's Copilot — into a single layer called Wandz.

Read that plainly: the CEO, the brand and the domain all come from the other company. Nobody has announced an end-of-life for AB Tasty's platform — the July 2026 line is that both suites "still operate as suites in their own right while engineering, data models, and workflows are integrated over several quarters" — and this page will not invent one. But an AB Tasty customer's roadmap is now set inside an integration led from the VWO side, and which personalisation engine, which stats engine and which UI survive the convergence is precisely what no one can promise you in writing today.

We've written the same merger from the VWO customer's side — different reader, different stakes. The full dated history of the category, from Google Optimize's sunset to Wingify, is in one reference guide.

The evaluation you can't run

AB Tasty's pricing page, in its own words:

"Your business doesn't fit a template, neither does our pricing. No fixed plans. Just a custom proposal built around your goals and scope."

And on trying it: "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."

So the evaluation is a sales process end to end: a scoping call, a custom proposal, and a one-to-two week proof of concept that their team runs with you. Three more facts from the same page that belong in your file before that call:

• Billing is usage-shaped. "Pricing is generally based on your average traffic over the past 12 months or on monthly active users (MAUs), depending on the product." Growth in your traffic is growth in the line item.
• It's reviewed. "Pricing is typically reviewed at renewal if needs or usage change." Budget the renewal conversation, not just year one.
• The platform is modular. "Depending on your plan, personalization and feature management may also be included, with any additional modules or services clearly scoped upfront." The server-side product — Feature Experimentation & Rollout, the former Flagship — is real and deep, but whether your plan includes it is part of the proposal, not a printed fact.

None of this is a scandal; it's how enterprise software sells. It just means you can't answer "what does it cost and is it any good on our store" without entering a pipeline. Every alternative below lets you answer at least one of those questions self-serve.

AB Tasty alternatives at a glance

VWO appears here with an asterisk the older ranking pages can't print: since January 2026 it isn't an escape from AB Tasty — it's the company AB Tasty is merging into. Treat those two rows as one vendor wearing two logos, because that's what the paperwork says.

Where Mtrix fits — and where it honestly doesn't

Mtrix isn't an enterprise experience-optimisation suite, and against AB Tasty it shouldn't pretend to be. It's the platform a DTC store runs on — or one script on the store you already have — with experiments, session replay, analytics, heatmaps, error tracking and the orders themselves in one data model.

What that's worth against AB Tasty specifically:

• One product, not a proposal of modules. Testing, server-side bucketing, bandit allocation, replay, analytics and performance ship in every Mtrix plan. There is no per-module scoping call, and no cap on concurrent or monthly experiments on any plan.
• Server-side isn't a packaging question. The allocation decision is made in Mtrix's backend on every install, and the assignment is held against your visitor ID with a 30-day server-side lookback. At AB Tasty, server-side is FE&R — a genuinely good product whose inclusion is "depending on your plan."
• The evidence is attached to the result. 100% of sessions are captured — sampling is opt-in — and replay filters by experiment and variant arm, so the losing variant's sessions are one click from the report.
• No traffic band to renegotiate. Mtrix pricing is flat across three tiers, not metered on sessions, orders or profiles — growth in traffic isn't a renewal event.
• Revenue is native. Orders, line items and refunds live in the platform; experiments report revenue per visitor and add-to-cart rate without an integration between two vendors.

And where AB Tasty is honestly ahead — say it plainly:

• Personalisation depth. AB Tasty sells a dedicated enterprise personalisation product with an emotion/behaviour segmentation layer. Mtrix does not claim parity with that. Mtrix's honest story is 37 targeting metrics, server-side, with mutual exclusion so overlapping campaigns never collide — specific, real, and narrower than what AB Tasty sells.
• EU data residency and the enterprise trust surface. AB Tasty's pricing page names ISO 27001, PCI-DSS, SOC 2 and HIPAA, with data storage in the US, EU and India. Mtrix is SOC 2 Type II and ISO 27001 certified with GDPR and CCPA/CPRA compliance programmes — but it doesn't offer a choice of data region, and for some EU procurement teams that's decisive.
• Managed services. AB Tasty will help run your programme; the base platform includes "onboarding, training, and ongoing support." Mtrix will migrate and set up your store and give you onboarding, a shared Slack channel and a named contact — but it will not run your experimentation programme. If you're buying a CRO practice, not a platform, AB Tasty genuinely serves that and Mtrix doesn't.
• Native mobile apps. Android, iOS, React Native and Flutter SDKs. Mtrix is web only.

When AB Tasty is the right call

• You're an enterprise with a personalisation roadmap and no in-house CRO team. The product depth and the services model are built for exactly you.
• EU data residency is a hard requirement at procurement. US/EU/India storage choice is on their pricing page. Take it.
• You test native mobile apps. Four mobile SDKs against Mtrix's zero.
• You want the bandit without the caveats hidden. AB Tasty's "dynamic allocation" is a real multi-armed bandit, and — credit to them — their docs publish its operating constraints plainly: once launched you cannot change the primary goal, cannot add, remove or duplicate a variation, and cannot switch back to static allocation. A vendor that documents its trade-offs is a vendor you can plan around.

The one thing to negotiate regardless: the integration. "Over several quarters" is their own timeline for merging engineering, data models and workflows with VWO's. Ask which components of your stack are convergence candidates, and get the answer into the renewal.

FAQ

Evaluate by testing, not by proposal