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Webtrends Optimize has become the first conversion rate optimisation platform to secure B Corp certification, a milestone for software focused on improving website performance and customer journeys.
The Surrey-based business sells a cloud product used by retailers, consumer brands and charities. Customers include Halfords, Pretty Little Thing, Odeon, Getthelabel.com, GHD, Virgin Wines and the RSPB.
What it does
Webtrends Optimize describes its product as a conversion rate optimisation platform for organisations running high-traffic websites. It includes tools for A/B testing and personalisation, alongside social proof features, product recommendations and on-site surveys.
Founded in 2000, the company is based in Egham, Surrey, and operates as a software-as-a-service provider.
B Corp process
B Corp certification is administered by B Lab, a non-profit that assesses companies against social and environmental standards. The framework covers governance, workers, community, environment and customers, with additional requirements on accountability, transparency and stakeholder governance.
Webtrends Optimize spent nine months preparing for the assessment, which examined areas including climate action, human rights, fair work, and diversity and inclusion.
As part of the review, it became an accredited Living Wage Employer. The accreditation covers employees and contractors, and sets pay above the Government's National Living Wage.
Webtrends Optimize also joined the SME Climate Hub and committed to reaching net zero carbon emissions by 2030. It set 2024 as its baseline year for measuring Scope 1, 2 and 3 emissions and is now working on reductions.
The business donates 2% of annual revenue to charitable causes and community initiatives. Staff also volunteer at events and provide gift-in-kind fundraising support.
The B Corp assessment awarded Webtrends Optimize an impact score of 93.7, above the median score of 50.9 achieved by non-certifying businesses on average. It now sits among more than 2,600 B Corp certified businesses in the UK.
Market signals
The B Corp movement has grown in the UK, with consumer brands and professional services firms among the most visible participants. In software, certification can signal how a company approaches labour practices, governance and climate reporting, and provides a public benchmark against which customers, partners and employees can judge progress.
For vendors selling tools used by online retailers and digital teams, the certification comes amid heightened scrutiny of supply chains, emissions disclosures and workplace standards. It also coincides with many businesses reassessing technology procurement criteria, including ethical and sustainability policies.
CEO Matt Smith framed the certification as a company-wide commitment rather than a marketing move.
"Securing B Corp certification wasn't a box-ticking or marketing milestone exercise; it's been a movement we've been proud to be part of. We've put our entire business under the microscope, from how we treat our team to how we impact the planet. This achievement is part of an ongoing binding commitment from our business that prioritises people, protects the planet and serves a greater purpose. I've always believed that business is a community and can and should be a force for good and becoming B Corp Certified formalises that belief," said Matt Smith, CEO, Webtrends Optimize.
Recent performance
The company also pointed to commercial and product metrics from the past year, saying 2025 was its most successful year to date.
Webtrends Optimize reported a Testing Tool score of 4.8 out of 5 on G2, which it described as a B2B software marketplace and review platform. It also reported a 41% increase in new accounts across customers in 12 countries, shipped 44 product updates and introduced a new user interface.
The business did not disclose revenue, profitability or headcount. It also did not say how much of its customer base is in the UK versus overseas markets.
Webtrends Optimize said it plans further work against the commitments set out during the certification process, including its net zero target and ongoing reporting against the B Corp framework.