Private equity firm Everstone Capital has orchestrated a merger between India's Wingify and France's AB Tasty, creating a digital experience optimization platform valued at over $100 million. The combined entity aims to provide businesses with a comprehensive suite of tools to enhance website performance and customer engagement.

The deal, finalized a year after Everstone acquired a controlling stake in Wingify for $200 million, unites two players in the digital experience optimization space. The resulting business boasts a global reach, serving more than 4,000 customers and generating over $100 million in annual revenue. Notably, approximately 90% of this revenue originates from the U.S. and Europe. The company will maintain teams across North America, Latin America, Europe, and the Asia-Pacific region.

This consolidation reflects a broader trend in the digital experience tools market, where enterprises increasingly seek integrated solutions. Companies are looking to leverage artificial intelligence across marketing, product, and growth teams without the complexity of managing multiple vendors. The merger positions the new platform to capitalize on this demand by offering a unified solution for AB testing, personalization, and other digital experience optimization functionalities.

Wingify, known for its website testing capabilities, allows businesses to experiment with different website versions to improve key metrics like sales and customer engagement. AB Tasty provides a complementary suite of tools focused on personalization and user experience optimization. The combined platform will allow businesses to deploy AI-driven capabilities, while maintaining a consistent customer experience. Sparsh Gupta, co-founder of Wingify, will assume the role of CEO for the merged entity, with Everstone Capital remaining the largest institutional shareholder.

Looking ahead, the merged company plans to invest heavily in AI-led capabilities. This strategic focus suggests a commitment to providing increasingly sophisticated and automated solutions for digital experience optimization. The consolidation is expected to intensify competition in the digital experience optimization market, potentially driving further innovation and consolidation as vendors vie for market share.