Webflow, a platform for web design and hosting that has raised over $330 million at a valuation of $4 billion, is now venturing into the realm of marketing optimization.
Today, Webflow has announced its acquisition of Intellimize, a startup utilizing AI to personalize websites for individual visitors. The specific financial details of the deal were not disclosed, but a source familiar with the matter has indicated that the acquisition price was in the “eight-figure” range.
Approximately 50 members of the Intellimize team will be joining Webflow, while some employees have either accepted outplacement packages or were laid off with severance packages; however, Webflow has not disclosed the exact number of employees affected.
Vlad Magdalin, the CEO of Webflow, stated that Intellimize was a natural fit for Webflow’s first acquisition as its product addresses a common need among Webflow customers: website personalization and optimization.
Guy Yalif, former head of vertical marketing at Twitter, co-founded Intellimize in 2016 along with Brian Webb and Jin Lim. Combining their expertise in marketing, they set out to develop a platform that could create personalized webpages for visitors in real-time.
Intellimize leverages AI to automatically adjust pages based on user behavior and traffic sources. Companies provide a website template, and Intellimize’s AI conducts experiments to deliver the most optimal results to visitors.
While other companies like Amazon and Evolv AI are also utilizing AI for personalized marketing, Intellimize has established a significant presence in the market with its technology, partnerships, and customer base.
Following the acquisition, Intellimize, which had raised over $50 million from investors, will continue to be sold as a standalone product to non-Webflow customers while integrating with Webflow services.
Yalif will now serve as the “head of personalization” at Webflow, focusing on enhancing personalization efforts within the company.
Magdalin shared his perspective on the integration:
“Integrating Intellimize expands our primary audience beyond designers and developers. We are currently working on integrating both products to provide customers with a unified experience later this year.”
