Switching from Optimizely to Umbraco – why more companies are choosing to make the move
Blog
3 min
Blog
3 min
Are you wondering if your current CMS is worth the cost? You are not alone. More and more companies are reviewing whether they are really using all the functionality they are paying for and are choosing to switch from licensed platforms like Optimizely to open source alternatives like Umbraco. Kalle Ekstrand, founder of Toxic and sales manager, explains why this step often becomes a boost for both the team and the business.
Here's the translation:
When is it time to consider switching?
We often meet companies that have worked with platforms like Optimizely for a long time and got a lot of value from them. But as needs change — around flexibility, budget or ways of working — many start looking at alternatives that fit better with how they operate today.
"We notice that more companies are asking themselves: are we using the right tools for what we want to achieve? Are there solutions that give us more control and lower costs without compromising on quality? For many, Umbraco becomes an option worth taking a closer look at," says Kalle.
Umbraco — an alternative with both freedom and control
What makes Umbraco interesting for many is the combination of open source, no licence fee and a platform that is both accessible and well-documented. That means you can customise the solution fully — without getting locked into a predefined framework or costly add-ons.
Like Optimizely, Umbraco is built on Microsoft's .NET platform, which gives peace of mind to IT departments and flexibility to developers. At the same time, Umbraco is a platform that editors and marketers genuinely enjoy working in — it's logical, fast and straightforward to use, even for those without a technical background. Umbraco meets the needs of several parts of the organisation — from editors and marketers to developers and IT. As Kalle puts it:
"It's a platform where business goals, technical requirements and usability all fit under the same roof."
Another clear strength is the Umbraco community. "It's one of the most responsive we've worked with — you get answers quickly, bugs are fixed fast and feedback is taken seriously. As a user, you can influence the direction of the product," says Kalle.
What does switching from Optimizely to Umbraco involve?
Changing CMS can feel like a big undertaking, but with the right process and a partner who knows what they're doing, it becomes controlled, predictable and reassuring. At Toxic, we have guided many companies through this journey — from strategic decisions to a live solution.
Here's how the process typically looks:
- Pre-study — We get to grips with your current structure, needs and goals.
- Design & concept — We develop a structure and design that meets your business objectives.
- Content migration — We move your content in a structured and secure way.
- Development & integrations — We build what's needed and connect your other systems.
- Testing & launch — We quality-assure everything and make sure it all works before you go live.
- Ongoing management — We stay on after launch for further development and support.
What do you gain by switching to Umbraco?
The most tangible reason companies switch isn't the technology itself — it's what the platform enables. When the licence fee is no longer a factor, you can instead invest more in content, features and experience. At the same time, many find Umbraco simply easier to work in — for both editors and developers.
Kalle sums it up this way: "We see that customers who have made the switch gain more freedom — both in their day-to-day work and in their strategic planning. They can make faster decisions, act without getting stuck in the limitations of the technology and put their budget where it makes the biggest difference."
Umbraco + Toxic = A confident path forward
Toxic is the Nordic region's first Umbraco Platinum Partner, meaning we hold the highest certification level and have extensive experience with the platform. We're not just technically strong — we're also experienced at guiding companies through change, making the right decisions in the right order and ensuring you end up with a solution that truly works.
Want to find out if Umbraco is right for you?
Whether you're just starting to think about it or facing a concrete decision, we're happy to help you work through it. We've done it before — and we know what it takes to make the transition smoothly.
👉 Contact us and we'll take it from there.
👉 Read more about Umbraco here
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