Optimizely doesn’t publish its prices. Every plan is quoted individually, based on which products you need, your traffic, the number of sites and the support you want. The one exception is a free Feature Experimentation plan for feature flags. Independent benchmarks put a typical annual Optimizely contract at around £60,000, with deals ranging from about £20,000 to £200,000 a year. AI through the Optimizely Agent Platform (formerly Opal) is charged in usage credits, beyond a small free monthly allowance, and implementation is a separate cost on top of the licence.
This guide explains how Optimizely pricing works, what drives the cost of each product, what to budget beyond the licence, and how to get an accurate figure for your organisation. It also covers Episerver pricing, for organisations still running Episerver-era platforms.
Optimizely’s pricing page doesn’t list plans or prices. It asks you to request a quote, because each plan is packaged for the organisation buying it. Prices are agreed annually, usually on contracts of one to three years, and each product is licensed separately. Buying several products together as part of Optimizely One is usually cheaper than buying them one at a time.
As a guide to the scale of investment, the procurement platform Vendr reports a median Optimizely contract of around £60,000 a year across more than 100 deals, with a range of roughly £20,000 to £200,000 (converted from US dollars). Treat those figures as a benchmark rather than a quote: your price depends on what you buy and how you use it.
| Product | What it does | Main cost drivers |
|---|---|---|
| Optimizely CMS (PaaS or SaaS) | Content management for websites and digital experiences | Named users, plus content items (SaaS) or pageviews (PaaS), and the number of sites and environments |
| Web Experimentation | Browser-side A/B and multivariate testing | Monthly tracked users or impressions, number of projects and domains |
| Feature Experimentation | Feature flags and server-side testing | Monthly active users. A free plan covers basic feature flags. |
| Personalization | Targeted experiences for audiences | Traffic and the scale of personalisation |
| Configured Commerce (B2B) and Commerce Connect (B2C) | Ecommerce for business buyers and consumers | Order volume, sites and markets |
| Content Marketing Platform | Content planning, collaboration and asset management | Users and modules |
| Optimizely Data Platform | Customer data and audiences | Customer profiles and data volume |
| Optimizely Agent Platform (formerly Opal) | AI agents, chat and workflows across the Optimizely suite | Usage credits, with a free monthly allowance until the end of 2026 |
Across all products, the factors that move a quote most are the products you choose, your traffic, the number of sites, brands and markets, contract length, the support level you need and, for CMS, whether you run on Optimizely’s SaaS platform or the PaaS version.
Only for feature flags. Optimizely’s free Feature Experimentation plan includes feature flags, controlled rollouts and one experiment at a time. There is no free version of Optimizely CMS, Web Experimentation or Commerce. Our guide to whether Optimizely is free explains what the free plan includes and when teams outgrow it.
Optimizely’s AI is sold separately from its products. In September 2026 Optimizely renamed Opal: it is now the Optimizely Agent Platform, and its AI assistant is called Mark. Optimizely has also announced its own marketing-trained Mark AI models, which it says are coming soon. The Agent Platform adds AI agents, chat and automated workflows across the suite, from content creation and translation in the CMS and Content Marketing Platform to test ideas and analysis in experimentation and agents for commerce. It is charged in usage credits. Each instance gets 200 free credits a month until 31 December 2026, and heavier use needs a paid credit plan, so budget for it on top of your product licences.
The licence is only part of the total cost of ownership. Budget for:
Implementation often costs as much as, or more than, the first year’s licence, so price the two together when you compare platforms.
Episerver became Optimizely after Episerver acquired Optimizely in 2020 and took on its name in 2021, so Episerver CMS, Commerce and DXC are now sold as Optimizely products. There is no separate Episerver price list any more. Organisations still running Episerver-era platforms renew on Optimizely’s current packaging, and older versions usually need an upgrade before they can use newer features. If you are on an Episerver platform, the most useful first step is a review of your current licence and version, so you know what renewal and upgrade will cost before you negotiate.
As an Optimizely Platinum Solution Partner, Remarkable can scope the right products and package with you and provide a combined estimate for licence and implementation. Get an Optimizely quote.
Optimizely doesn’t publish prices, and every plan is quoted individually. The procurement platform Vendr reports a median contract of around £60,000 a year, with deals ranging from roughly £20,000 to £200,000 (converted from US dollars). AI through the Optimizely Agent Platform (formerly Opal) and implementation are additional costs.
No. Optimizely’s pricing page asks you to request a quote, because each plan is packaged for the organisation buying it. The only published price is the free Feature Experimentation plan.
Only for feature flags. A free Feature Experimentation plan includes feature flags, controlled rollouts and one experiment at a time. Optimizely CMS, Web Experimentation and Commerce are paid products.
Only a small allowance. The Optimizely Agent Platform (formerly Opal) is charged in usage credits. Each instance gets 200 free credits a month until 31 December 2026, and heavier use is paid.
Yes. Episerver became Optimizely in 2021, so Episerver products are now licensed as Optimizely products on Optimizely’s current packaging.
It depends on the number of sites, integrations, content migration and design work involved. Implementation often costs as much as, or more than, the first year’s licence. Ask us for a quote covering both.
