ABsmartly
Amsterdam experimentation platform from ex-Booking.com engineers, ISO 27001 and SOC 2 certified
Quick Overview
| Company | ABsmartly B.V. |
|---|---|
| Category | A/B Testing Alternatives |
| Headquarters | Amsterdam, Netherlands |
| EU Presence | EU (Netherlands) |
| Data Location | Not stated as EU-specific — the published sub-processor list names Amazon Web Services for cloud hosting, location "USA", with no EU region specified; on-premises deployment is offered as an alternative |
| Open Source | No |
| Compliance | ISO/IEC 27001:2013 (certified information security management system) and SOC 2 Type II; also states GDPR and HIPAA compliance with independent penetration testing |
| Pricing | No public price list; the pricing page redirects straight to a demo request, and plans appear to be quoted per customer |
| Replaces | Optimizely, LaunchDarkly, Statsig |
Detailed Review
ABsmartly is the closest thing to a second Kameleoon in this category: a dedicated, full-stack experimentation platform rather than a bundle bolted onto marketing software, built specifically to compete with Optimizely, Statsig and LaunchDarkly on engineering-grade experimentation.
It was founded by Jonas Alves, who spent seven years architecting the experimentation platform behind Booking.com, scaling it past 1,000 concurrent experiments — a pedigree not many European vendors here can claim. Its headline feature is Group Sequential Testing, which lets a team check results daily without inflating false positives, reaching significance 20% to 80% faster than a fixed-horizon test.
The company is ABsmartly B.V., registered at Keizersgracht 520 H in Amsterdam.
Unlike most of this category, ABsmartly states its security posture rather than leaving it implicit: its information security management system is certified against ISO/IEC 27001:2013, and the platform is also SOC 2 Type II, GDPR and HIPAA compliant, with independent penetration testing stated. That combination — ISO 27001 plus SOC 2 — is matched only by Kameleoon among the tools in this directory, and Kameleoon does not state HIPAA.
The gap is transparency about infrastructure and price. ABsmartly's own sub-processor list names Amazon Web Services as its cloud host with no EU region specified, so "Dutch company" does not automatically mean "EU-hosted data" the way it does for Varify.io. There is no public pricing page — it redirects straight to a demo request — and no self-serve trial. On-premises deployment is offered for teams that want to sidestep the hosting question entirely, at the cost of running it themselves.
What ABsmartly does well
- ISO/IEC 27001:2013 and SOC 2 Type II, matched only by Kameleoon in this category
- Group Sequential Testing reaches significance 20-80% faster than fixed-horizon tests
- Built by the team that scaled Booking.com to 1,000+ concurrent experiments
- On-premises deployment available for teams that want the data entirely in-house
- States GDPR and HIPAA compliance, with independent penetration testing
Where ABsmartly falls short
- No public pricing at all; the pricing page redirects straight to a demo request
- No self-serve trial
- Named cloud sub-processor (AWS) is US-based with no EU region stated
- Not open source, and no visual editor for marketers
Standout feature. Its ISO 27001 and SOC 2 combination, paired with Group Sequential Testing, targets the same engineering buyer as Optimizely Full Stack.
Pros and Cons
Pros
- ISO/IEC 27001:2013 and SOC 2 Type II, matched only by Kameleoon in this category
- Group Sequential Testing reaches significance 20-80% faster than fixed-horizon tests
- Built by the team that scaled Booking.com to 1,000+ concurrent experiments
- On-premises deployment available for teams that want the data entirely in-house
- States GDPR and HIPAA compliance, with independent penetration testing
Cons
- No public pricing at all; the pricing page redirects straight to a demo request
- No self-serve trial
- Named cloud sub-processor (AWS) is US-based with no EU region stated
- Not open source, and no visual editor for marketers
Alternatives to ABsmartly
Frequently Asked Questions
What is ABsmartly?
ABsmartly is the closest thing to a second Kameleoon in this category: a dedicated, full-stack experimentation platform rather than a bundle bolted onto marketing software, built specifically to compete with Optimizely, Statsig and LaunchDarkly on engineering-grade experimentation.
It was founded by Jonas Alves, who spent seven years architecting the experimentation platform behind Booking.com, scaling it past 1,000 concurrent experiments — a pedigree not many European vendors here can claim. Its headline feature is Group Sequential Testing, which lets a team check results daily without inflating false positives, reaching significance 20% to 80% faster than a fixed-horizon test.
Where is ABsmartly based?
ABsmartly operates from Amsterdam, Netherlands, which places it under EU (Netherlands). Compliance: ISO/IEC 27001:2013 (certified information security management system) and SOC 2 Type II; also states GDPR and HIPAA compliance with independent penetration testing.
What does ABsmartly cost?
No public price list; the pricing page redirects straight to a demo request, and plans appear to be quoted per customer.
Who is ABsmartly best for?
Product and engineering teams that want Booking.com-grade experimentation. Its ISO 27001 and SOC 2 combination, paired with Group Sequential Testing, targets the same engineering buyer as Optimizely Full Stack.
What are the drawbacks of ABsmartly?
No public pricing at all; the pricing page redirects straight to a demo request. No self-serve trial. Named cloud sub-processor (AWS) is US-based with no EU region stated. Not open source, and no visual editor for marketers.