Everstone Merges Wingify and AB Tasty in $100M+ Digital Experience Deal

In a significant move reshaping the digital optimization landscape, private equity firm Everstone Capital is merging two major players: India’s Wingify and France’s AB Tasty. This strategic combination creates a new powerhouse with over $100 million in annual revenue, serving a global client base of more than 4,000 businesses. The merger, coming just a year after Everstone acquired a controlling stake in Wingify, unites long-time competitors to form a comprehensive digital experience platform poised for expansion.

The newly formed entity will be led by Wingify co-founder Sparsh Gupta as CEO, with Everstone remaining the largest institutional shareholder. The executive team blends talent from both organizations, ensuring a balanced leadership structure. Ankit Jain, Wingify’s other co-founder, will assume the role of Chief Product and Technology Officer. From AB Tasty, co-founders Rémi Aubert and Alix de Sagazan will take on key positions as Chief Customer and Strategy Officer and Chief Revenue Officer, respectively. The combined company will maintain its headquarters in New Delhi and operate with a global team of nearly 800 employees across 11 international offices.

This consolidation reflects a broader industry trend where enterprises seek unified platforms rather than managing multiple vendors. Companies are increasingly looking to deploy AI across marketing, product, and growth teams seamlessly. Gupta emphasized that the merger is driven by growth and integration, not cost reduction, with no layoffs planned. The focus is on value creation and building out a more robust platform. Everstone is injecting additional capital to facilitate the union, primarily to streamline AB Tasty’s capital structure and bring both businesses onto a single operational platform.

Wingify, co-founded in 2010 by Paras Chopra and Sparsh Gupta, built its reputation with the flagship product VWO, a tool for A/B testing and conversion rate optimization. It remained bootstrapped for over a decade before Everstone’s majority investment in early 2025. The platform counts over 3,000 brands as customers, including major names like Forbes, Walt Disney, and Hilton Vacations. AB Tasty, founded in 2014 and based in Paris, provides experimentation and personalization software to more than 1,000 clients, such as L’Oréal and Samsonite. Together, they form a portfolio with deep sector expertise across e-commerce, SaaS, travel, and media.

The merger strategically positions the combined company to compete more effectively with established players like Optimizely and Adobe. It grants Everstone and Wingify a stronger foothold in the European market while enhancing the platform’s capabilities across testing, feature delivery, and AI-driven personalization. According to Gupta, the integration will allow for heavier investment in AI-led capabilities over time, though customer experience will remain unchanged in the immediate term as the platform expands gradually.

This transaction is part of a larger wave of consolidation within marketing and product software, driven by private equity firms seeking to build scaled, AI-ready platforms for global enterprise customers. Recent market analyses show a surge in enterprise SaaS mergers and acquisitions, with private equity accounting for a significant majority of deals. Everstone’s strategy aligns with this pattern, aiming to create a comprehensive offering that meets evolving market demands. Following the transaction, Everstone will retain majority control and board rights, with a board comprising five to six seats including independent directors.

Sandeep Singh, Managing Director at Everstone Capital, stated that the union of VWO and AB Tasty will result in one of the most comprehensive product suites in the category. The firm will further support the combined company with an advisory board of industry experts. This merger not only combines two profitable businesses but also sets the stage for accelerated innovation and growth in the dynamic field of digital experience optimization.

(Source: TechCrunch)