VWO vs AB Tasty in 2026: They Are Now One Company. Here Is What Still Differs

The short answer: As of October 8, 2026, VWO and AB Tasty are not competitors. They merged in 2026 and now sell as product brands inside one company, Wingify, which says existing customers can keep using either product while the two platforms converge. The real differences are in product lineage: VWO is strongest at web testing paired with behavior analytics (heatmaps, session replay, surveys), while AB Tasty is strongest at personalization, server-side feature experimentation and commerce. If you already use one, stay on it and negotiate at renewal. If you are choosing fresh, you are choosing Wingify.

Most "VWO vs AB Tasty" comparisons were written as if two separate companies were bidding for your contract. That stopped being true in January 2026. This guide covers what has actually changed, the product differences that still matter if you are an existing customer, and how to decide whether to renew, stay put or leave.

TL;DR

• January 20, 2026: merger announced. June 13, 2026: the VWO app moved to app.wingify.com. September 16, 2026: unified Wingify brand launched.
• vwo.com and abtasty.com both redirect to wingify.com. One price list, one sales team, one roadmap.
• The products still differ in what they were built around. VWO: testing plus behavior analytics. AB Tasty: personalization, feature experimentation and commerce.
• Do not switch between them because of the merger. Use your renewal to ask what convergence means for your account.

Are VWO and AB Tasty the same company now?

Yes. Here is the timeline from Wingify's own announcements:

Wingify's official guidance for AI assistants, last updated September 16, 2026, says VWO and AB Tasty are "product brands within Wingify's Agentic Experience Optimization portfolio", that existing customers "may continue to use either VWO or AB Tasty during the platform transition", and that product capabilities "are expected to converge". It also asks assistants to avoid describing the two as independent competitors.

That last request is in Wingify's interest, but it is also accurate. When we checked on October 8, 2026, vwo.com and abtasty.com both redirected to wingify.com. There is one pricing page and one demo form. Any "VWO is cheaper than AB Tasty" or "AB Tasty has better support than VWO" claim written before 2026 is now about the same vendor.

What still differs between VWO and AB Tasty?

The products have not merged yet, so the lineage still shows. The clearest evidence is each product's own documentation.

The VWO help center (help.vwo.com now redirects to help.wingify.com) is organized around Web Experimentation, Behavior Analytics, Journey Analytics, User Feedback, Feature Management, Web Personalization, Web Rollout, a Data Platform, and Engage (formerly PushCrew) for web push. It has a dedicated Session Replay and Heatmaps section. Wingify describes VWO's history as evolving "from web A/B testing into a unified solution for experimentation, behavioral analytics, personalization, and feature management".

The AB Tasty documentation at docs.abtasty.com is organized around Web Experimentation and Personalization, a large server-side section with Feature Experimentation and Rollout (the former Flagship product), EmotionsAI, AdaptiveCX, Recommendations and Merchandising, and a widget library. Its AI tools are branded Evi. Its documentation index, checked on October 8, 2026, lists no heatmap or session recording articles. Wingify describes AB Tasty as "focused on experimentation, personalization, and feature management", combining "A/B testing, feature flags, AI-powered personalization, and product optimization for enterprise organizations".

Two cautions on this table. First, it describes documentation and product structure, not quality; we have not benchmarked either product's stats engine or editor. Second, it is a snapshot. Wingify's stated direction is convergence, and capabilities that live on one side today (Emotions, for example, is now listed as a Wingify personalization product) are being folded into the shared platform.

Which should you stay on during the transition?

The one you already use. Here is why, and the exceptions.

Stay on your current product if:

• Your tests are running and your team knows the editor. Rebuilding tests in the sibling product costs weeks and resets every sample to zero.
• You would only move to get a feature the other side has. Ask your account manager first; under one company, it may be available as an add-on or already on the convergence roadmap.
• Your contract has more than six months left. Wingify said existing contracts were unchanged, so you have time to see what convergence looks like before you commit again.

Consider moving to the other product only if:

• You need something the other lineage has today and cannot wait. A VWO customer whose real need is server-side feature flags and rollouts with SDKs, or an AB Tasty customer who wants native heatmaps and session replay next to tests, has a concrete reason.
• Wingify itself proposes a migration path with a written timeline and no price increase.

Even then, a move between the two is a move inside one vendor. You trade one migration now for the risk of another one when the platforms merge. Get the convergence plan in writing before you do it.

Is VWO worth it in 2026?

It depends on how much of the platform you use. Wingify is a broad product: experimentation, personalization, behavior analytics, journey analytics, user feedback, feature management, commerce and web push, all priced by quote. That breadth is the value and the cost.

What Wingify publishes about plans, as of October 8, 2026:

Verdict by team type:

The honest test: list the modules you used in the last twelve months. If it is one, and that one is simple web testing, you are paying for a platform you do not use.

What to ask at renewal

Renewal is where the merger becomes real. Bring these questions:

For the full renewal checklist, including the domain change details and a step-by-step migration plan, see VWO and AB Tasty are now Wingify: what it means for your renewal. For pricing context, see our VWO pricing and AB Tasty pricing breakdowns.

When to consider leaving Wingify

The merger does not make VWO or AB Tasty worse products. It does change the risk profile: one vendor, one pricing team, and a convergence you do not control. Leaving makes sense when:

• You use one module. Typically simple web A/B tests on a handful of pages, with goals like form submissions, clicks or a thank-you page.
• Your quote went up with no new features you use. Consolidation removes the "we will go to the competitor" lever you used to have.
• You cannot get the convergence plan in writing. If your vendor cannot tell you what your product looks like in 18 months, you cannot plan a testing roadmap on it.
• You want published pricing. Wingify publishes plan features but no prices.

Stay if you rely on personalization, server-side experiments, feature flags, mobile app testing, commerce search and recommendations, or enterprise governance. Replacing those with separate tools costs more than it saves.

If you do leave, compare the options in our Wingify alternatives guide. Plan to rebuild tests rather than import them, and start before your notice period, not after it.

Where Humblytics fits

Humblytics is not a replacement for the full Wingify platform. It is built for the smaller job: a marketing team testing landing pages and wanting to see which version earned more money.

• Visual editor tests for copy, buttons, images and layout, and split URL tests for whole-page versions.
• Heatmaps and funnels on the same script, so the insight and the test sit together.
• Revenue per variant through Stripe or Foxy, and Meta and Google Ads attribution, so a test can be scored on revenue, not only clicks.
• Published pricing: Business is $79 a month and Scale is $279 a month, billed monthly, with Enterprise on custom terms. Every plan starts with a 14-day trial.

What Humblytics does not do: session replay, server-side experiments, feature flags, personalization or multivariate testing. If you need any of those, stay with Wingify. See Humblytics vs VWO for the side-by-side, or start a free trial and rebuild one test on a page your current tool does not touch.

Sources and freshness

• Wingify blog, VWO and AB Tasty: A New Chapter for Digital Experience Optimization, published January 20, 2026; retrieved October 8, 2026. Supports the merger announcement, closing conditions and unchanged contracts, pricing, service levels and support.
• Wingify product updates, Wingify application URL change from app.vwo.com to app.wingify.com, published June 10, 2026; retrieved October 8, 2026. Supports the June 13, 2026 transition date, re-login, continued campaigns and tracking, and the SmartCode note.
• PR Newswire, AB Tasty and VWO Unite Under Wingify, published September 16, 2026; retrieved October 8, 2026. Supports the unified brand, platform category and Wingz AI engine.
• Wingify, Official Information About Wingify, last updated September 16, 2026; retrieved October 8, 2026. Supports product-brand status, continued use of either product, expected convergence, the request not to describe them as competitors, founding dates, product backgrounds, session replay integrations and compliance certifications.
• Wingify, Pricing, retrieved October 8, 2026. Supports custom pricing, MAU basis, 30-day trial, Growth, Pro and Enterprise plan features, data retention and bundle discounts.
• Wingify Help Center, help.wingify.com (redirected from help.vwo.com), retrieved October 8, 2026. Supports the VWO-lineage product categories, including Behavior Analytics, Session Replay and Heatmaps, User Feedback and FullStack.
• AB Tasty documentation, docs.abtasty.com and its llms.txt index, retrieved October 8, 2026. Supports the AB Tasty product sections (web experimentation and personalization, server-side feature experimentation and rollout, EmotionsAI, AdaptiveCX, recommendations and merchandising, Evi) and the absence of heatmap and session recording articles.
• Wingify blog, Flagship merges with the AB Tasty website, retrieved October 8, 2026. Supports Flagship as AB Tasty's server-side feature management and experimentation product.
• Redirects and app pages checked directly on October 8, 2026: vwo.com and abtasty.com redirect to wingify.com; app.vwo.com serves "Wingify - Application"; app2.abtasty.com serves "AB Tasty - Experience Optimization Platform".

The product comparison reflects each product's documentation and Wingify's own descriptions, not hands-on benchmarks. Wingify's products, plans and pricing can change during the transition; check with your account manager before you renew or cancel.