Varly vs VWO (now Wingify), compared
By Joost BakkerChecked on on each vendor’s own pages
The short answer
VWO is now part of Wingify: VWO and AB Tasty were combined in January 2026 and launched as one brand, Wingify, in September 2026 (TechCrunch, press release). Wingify is a broad suite for testing, personalization, feature flags and behavior analytics, with quote-only pricing (Wingify pricing). Varly (varly.ai), an EU-hosted CRO platform, is a smaller tool for research and A/B testing with one public price per website, and it is in private beta.
What changed at VWO
- The merger: in January 2026, Everstone combined Wingify, the maker of VWO, with AB Tasty. The combined company has more than 4,000 customers and is headquartered in New Delhi (TechCrunch).
- One brand: on 16 September 2026, VWO and AB Tasty became Wingify, with its own AI engine, Wingz (press release).
- Existing customers: Wingify says current contracts, pricing and service levels carry over unchanged, and installed snippets keep working (Wingify).
- Pricing: vwo.com/pricing now redirects to Wingify's pricing page, which shows plans but no prices (Wingify pricing).
Comparison table
Checked on 7 November 2026. Every fact about the other tool links to that vendor's own page or a primary source.
| Varly | VWO (Wingify) | |
|---|---|---|
| Price | €99 per website per month, or €89 a month billed yearly. Outside Europe: $125, or $112 billed yearly. | No list prices. Wingify offers custom pricing per customer; each product has Growth, Pro and Enterprise plans and a "Schedule a Demo" button (pricing) |
| Billing basis | Per website. One price, whatever your traffic. Yearly billing locks the price for 12 months. | Based on monthly active users, depending on the product, with discounts for bundles and longer contracts (pricing) |
| Can you start today? | No. Private beta with a waitlist. | Yes, with a 30-day free trial without a credit card (pricing) |
| Hosting and data location | Hetzner, Germany. Cloudflare, a US company, delivers the snippet (sub-processors). | Data centers in the US, the EU, India and Australia; the default depends on where your account is (Wingify help). The pricing page names Belgium for the EU (pricing) |
| How it's sold | One product with every feature | Separate products, each with its own plans: Web Experimentation & Rollout, Web Personalization, Feature Experimentation, Behavior Analytics, Journey Analytics and User Feedback (pricing) |
| Heatmaps and recordings | Built in | Behavior Analytics: heatmaps, session recordings and form analytics, with 1 month of data on Growth (pricing) |
| On-site surveys | Built in | User Feedback: web, mobile and link surveys, 3 active surveys on Growth (pricing) |
| A/B testing | A/B, A/B/n, multivariate, split URL and server-side tests. Visual editor and custom code. | Visual and code editor, unlimited experiments and multi-armed bandits on Growth; multivariate tests and SRM detection on Pro (pricing) |
| Feature flags and personalization | Neither. Server-side tests run in your own code. | Feature Experimentation with feature flags, and Web Personalization, as separate products (pricing) |
| AI | Varly's AI builds test variants and summarizes research. It runs on your own AI key, billed by your AI provider. | Wingz AI, listed as "Wingz AI Core Plan" on each Growth plan (pricing) |
| MCP (use it from Claude or ChatGPT) | Yes. An assistant can read research, draft tests and, if you allow it, launch them. | An MCP server to manage and clean up feature flags from your IDE or AI coding assistant (pricing) |
| Consent | Does nothing until your cookie banner gives consent: no cookie, no data, no test variant. | Your choice. The standard setup runs as soon as a visitor lands. With consent turned on for Insights and Engage, testing campaigns still run without consent (Wingify help) |
| Script loading | Asynchronous. During a test it hides only the parts it changes, for 2.5 seconds at most. | Synchronous SmartCode recommended, at the end of the <head> (SmartCode 3.0). The asynchronous version hides the page body at first, with default time-outs of 2,000 and 2,500 ms (SmartCode settings) |
Varly facts come from our help center: pricing, consent, server-side tests, A/B/n and multivariate tests and when a test doesn't show.
Choose VWO (Wingify) if…
- You need more than testing under one contract: personalization, feature experimentation, behavior and journey analytics and feedback (pricing).
- You ship changes behind feature flags. Wingify's Feature Experimentation product manages flags and rollouts (pricing).
- You're under contract and happy. Contracts, pricing and snippets carry over unchanged (Wingify).
- You need data in the US, India or Australia as well as the EU (Wingify help).
- You want a large vendor. Wingify reports 4,000+ customers and 700+ employees across 11 offices (press release).
Choose Varly if…
- You want a public price you can plan around. €99 per website per month, the same at any traffic level (pricing).
- You want research and testing in one product, with heatmaps, recordings, funnels, surveys and A/B tests in one script (install the snippet).
- Marketers build the tests. In the visual editor you describe a change and Varly's AI builds it, or you edit text, images and styles yourself (visual editor).
- You want to build tests from Claude or ChatGPT, including who takes part and the goals (connect Claude).
- You want EU hosting and consent-first measuring by default, without settings to change (privacy and GDPR).
- 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 need feature flags or personalization. Varly runs server-side tests, but has no flag management and no personalization product.
- You test in a mobile app. Varly is web-only.
- You want revenue per visitor to decide winners. Varly shows revenue per visitor for context, but its verdict compares conversion rates (read results).
- You want an account manager. Varly's support is by email; we don't plan or run your tests.
- You need data stored outside the EU. Varly stores data in Germany only.
- You need a long track record. 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 or the primary source, linked next to the fact. Varly facts come from our own help center. We don't repeat third-party price estimates for quote-only tools, because we can't verify them. 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.
More background: alternatives after the merger and the A/B test flicker effect.