Varly vs Varify: two different tools with similar names
By Joost BakkerChecked on on each vendor’s own pages
The short answer
Varly (varly.ai), an EU-hosted CRO platform, and Varify (varify.io) are two different products from two different companies. Varify is an A/B testing tool from Grünwald near Munich that reads test results from Google Analytics 4 and charges a flat monthly price (Varify, Varify plans). Varly puts heatmaps, session recordings, funnels and on-site surveys next to A/B testing in one script, and it is in private beta.
Which is which
The names look alike, and AI assistants sometimes mix them up. These are the basic facts:
- Varly is made by Joba Holding B.V. in the Netherlands. Its website is varly.ai, and its app and data are hosted by Hetzner in Germany (sub-processors).
- Varify is made by Varify GmbH in Grünwald near Munich, Germany. Its website is varify.io, and its app runs on AWS in Frankfurt (Varify server location). Varify says 2,700+ teams use it (Varify).
The two are not related. If you read about one while you were looking for the other, the table below shows the differences.
Comparison table
Checked on 7 November 2026. Every fact about the other tool links to that vendor's own page.
| Varly | Varify | |
|---|---|---|
| Price | €99 per website per month, or €89 a month billed yearly. Outside Europe: $125, or $112 billed yearly. | Growth: €249 a month, or €199 a month billed yearly (€2,388 a year). Pro: €349, or €249 billed yearly. Enterprise: from €799 a month billed yearly (plans) |
| Billing basis | Per website. One price, whatever your traffic. Yearly billing locks the price for 12 months. | Per plan. Unlimited tested users when you evaluate in GA4; other analytics tools need Varify's own tracking, priced by tested users. Growth allows 5 active experiments and 1 domain (plans) |
| Can you start today? | No. Private beta with a waitlist. | Yes, with a 15-day free trial on Growth and Pro (plans) |
| Hosting and data location | Hetzner, Germany. Cloudflare, a US company, delivers the snippet (sub-processors). | AWS in Frankfurt, Germany (server location). Cloudflare delivers the variations (data protection) |
| Heatmaps and recordings | Built in | Not built in. Varify sends test data to Microsoft Clarity, Mouseflow or Hotjar (plans) |
| Funnels and on-site surveys | Built in | Not listed on Varify's plans page (plans) |
| A/B testing | A/B, A/B/n, multivariate, split URL and server-side tests. Visual editor and custom code. | A/B, split URL, multi-variation, multi-page and server-side tests, with a visual editor and code (Varify). Server-side testing is on Enterprise (plans) |
| Where you read results | In Varly, on your own orders or goals. Bayesian by default, frequentist if you prefer. Optionally also in GA4. | In GA4; Varify reads GA4 data through BigQuery (Varify). Bayesian statistics are on Pro and Enterprise (plans) |
| Personalization | No separate personalization product | Included on all plans (plans) |
| AI | Varly's AI builds test variants and summarizes research. It runs on your own AI key, billed by your AI provider. | Prompt-based experiments and an AI results summary (beta) on Pro, billed in credits (plans) |
| MCP (use it from Claude or ChatGPT) | Yes, for every website | Varify MCP and GA4 MCP on Pro and Enterprise (plans) |
| Consent | Does nothing until your cookie banner gives consent. An optional privacy mode (off by default) runs tests anonymously for visitors without consent. | Sets no cookies and stores the variant in local storage. Varify says that under current ePrivacy guidance this needs no consent banner, and that the decision is up to your legal review (Varify) |
| Script loading | Asynchronous. During a test it hides only the parts it changes, for 2.5 seconds at most. | Synchronous in the <head>, so the variant is applied before the page shows (Varify) |
Varly facts come from our help center: pricing, consent, privacy and GDPR, server-side tests and when a test doesn't show.
What the differences mean in practice
Where results live. Varify reads results from GA4, so your test analysis sits next to the rest of your analytics (Varify). Varly counts results itself, on orders it gets from your shop, so you don't need GA4. Both approaches work. Pick the one that fits where your team already looks.
Consent. The two tools make different choices. Varify uses local storage instead of cookies and says it needs no consent banner, while telling you to check with your legal advisor (Varify). Varly waits for your cookie banner by default; its privacy mode can include visitors without consent, and we also tell you to check that with your privacy advisor first (consent). Europe's data protection board treats local storage as device access too (EDPB guidelines), so this is worth a real conversation with your advisor, whichever tool you use.
Script loading. A synchronous script means the page waits for it, so visitors don't see the original before the variant, but a slow script delays the whole page. Varify chose synchronous loading (Varify). Varly loads in the background and hides only what a test changes, which keeps the page fast but can show the original for a moment if the snippet arrives late. We explain the trade-off in the A/B test flicker effect.
Choose Varify if…
- You only want A/B testing and you live in GA4. Varify evaluates tests in GA4 and imports GA4 events as goals (Varify).
- You want to start today. Varify has a 15-day free trial on Growth and Pro (plans).
- You want personalization next to testing. It's included on every Varify plan (plans).
- You already use Clarity, Mouseflow or Hotjar for heatmaps and recordings. Varify sends its test data there (plans).
- You want support in German or another European language. Varify offers support in seven languages (Varify).
Choose Varly if…
- You want research and testing in one tool. Heatmaps, recordings, funnels, on-site surveys and A/B tests share one script and one set of visitor data (install the snippet).
- You want results without GA4. Varly links orders from Shopify, WooCommerce or its order API to visits itself (orders and revenue).
- You want to work from Claude or ChatGPT. The MCP connection lets an assistant read your research and draft tests; launching needs your permission (connect Claude).
- You want measuring to wait for your cookie banner by default (consent).
- You run an agency. Agencies pay €89 per client website per month, or €79 billed yearly (for agencies).
When Varly is not the right choice
- You need a tool today. Varly is in private beta with a waitlist.
- You only need A/B testing. Then you'd pay for research tools you won't use.
- You need personalization campaigns. Varly runs tests and can show a winner to everyone, but it has no separate personalization product.
- You test in a mobile app. Varly is web-only.
- You want AI without your own API key. Varly's AI runs on a key from Anthropic, OpenAI, Google Gemini, DeepSeek or Mistral, billed by that provider (AI key).
- You need a long track record and many reviews. Varly is a young product.
How we checked
We checked every fact on this page on 7 November 2026 on each vendor's own pages, linked next to the fact. Varly facts come from our own help center. We left out anything we couldn't confirm on the vendor's pages. Prices and plans change; check the vendor's page before you buy. Varly is our own product, so read this page with that in mind. Spotted something out of date? Email support@varly.ai and we'll fix it.