Optimizely is a leading digital experience and experimentation platform, and a popular choice for organisations seeking to enhance their online presence and deliver exceptional customer experiences. Optimizely does not offer a free version of its full product suite — plans are individually packaged and priced to each organisation’s needs. However, a limited free feature-flagging plan is still available within Optimizely Feature Experimentation, offering unlimited feature flags, controlled rollouts, and the ability to run one experiment at a time.
Contrary to popular belief, there is still a way to use Optimizely for free — though it covers a small corner of what the platform now does. Optimizely’s free feature-flagging plan, part of Optimizely Feature Experimentation, gives development teams a no-cost way to release features safely and measure their impact. It includes:
Feature flags: Turn features on or off for specific user segments, enabling controlled rollouts and risk-free releases — with unlimited flags included.
Controlled rollouts: Release features gradually to a percentage of your audience and roll back instantly if something isn’t working.
Targeting: Deliver feature flags to specific user groups based on their attributes and behaviours.
Experimentation: Run one experiment at a time to gather data for decision-making — paid plans remove this limit.
The free plan is a sensible starting point for teams that are new to feature flagging or experimenting on a smaller budget. It’s worth being clear, though, about what it isn’t: it doesn’t include Optimizely’s CMS, content marketing, personalisation, commerce, or AI capabilities, and Optimizely no longer promotes it heavily. To understand whether the free tier — or a paid configuration — is the right fit, it’s best to speak to an accredited Optimizely partner about your organisation’s needs.
Although the Optimizely free plan is a useful taster of the technology, the platform does far more than feature flagging. Optimizely — now positioned as an AI platform for creating and optimising digital experiences — is trusted by more than 10,000 brands, including Nike, Visa, Zoom, and Santander, and continues to earn analyst recognition: it was named a Leader in the 2026 Gartner® Magic Quadrant™ for Personalization Engines, and a Leader in the Gartner® Magic Quadrant™ for Content Marketing Platforms for the ninth consecutive year.
When implemented properly, Optimizely helps organisations craft personalised interactions that drive measurably better conversions and outcomes — and its experimentation heritage means those improvements are proven with data, not assumed.
Unlike many software solutions that employ fixed-cost models, Optimizely takes a customised approach: every plan is individually packaged around the products and capabilities each organisation actually needs. This flexibility in Optimizely’s pricing means companies pay only for what they require, eliminating unnecessary expense.
There are a few aspects that will impact an Optimizely quote:
Optimizely offers a suite of advanced products that the Optimizely free plan cannot compete with — and the suite has evolved significantly, with AI now embedded throughout via Opal, Optimizely’s agentic AI. Whether your organisation is looking for marketing-focused solutions or something more developer-oriented, Optimizely has it covered:
The Optimizely free plan can be a good place to start, but investing in the Optimizely solution that’s tailored to your business needs is worth serious consideration if you’re seeking to enhance digital experiences, personalise customer interactions, and drive real business outcomes. The customised pricing ensures companies pay only for the features they need, while the breadth of the suite caters to a wide range of requirements.
While the Optimizely free plan offers a taste of Optimizely’s capabilities, the paid plans unlock advanced features that empower organisations to optimise their digital experiences across every touchpoint. The benefits of investing in Optimizely include:
Optimizely’s commitment to innovation, along with its user-centric design and powerful feature set, makes it a leading choice for organisations seeking to deliver exceptional digital experiences.
Optimizely is not just a tool; it’s an investment in the future of your organisation’s digital evolution. Although you can get a taste of the benefits with the Optimizely free plan, it doesn’t compare to a properly scoped Optimizely implementation. The platform’s ability to combine experimentation, personalisation, content management, and AI makes it a powerful ally for any organisation seeking to optimise its digital presence and achieve its goals — whether you’re a scaling business or a global enterprise. If you’re starting from the beginning, our guide to what Optimizely is is a good place to begin.
The best way to get the most out of Optimizely is by working with an accredited Optimizely partner. At Remarkable, we’ve been working with the platform since 1995 — making us the UK’s original Optimizely partner — and today we hold Platinum Partner status, with more than 100 implementations delivered across 32 territories and four Optimizely Most Valuable Professionals (OMVPs) on the team. Contact us today to speak to one of our experts about the right Optimizely solution for your organisation.
