Modernize and Scale Your Digital Experience with Optimizely
End-to-end Optimizely delivery — composable CMS architecture, Agent Platform workflows, and system integrations — built and connected as one.
Simplify your Digital Experience Stack with
Digital experience runs on four capabilities: content management, personalization, experimentation, and AI.
Most teams manage these across separate tools, which adds integration overhead and slows the pace of change.
Optimizely brings all four together into a single composable stack. We implement it as a single connected system,
so your teams manage fewer moving parts and keep tighter control over the customer journey.
Optimizely Services
What We Deliver
Composable CMS & DXP Architecture
We design and implement Optimizely environments built on composable architecture for content reuse, headless delivery, and seamless integration with Salesforce, custom PIM, commerce, and other business systems.
AI-Powered Personalization at Scale
Optimizely’s personalization engine adapts content based on behavior, intent, and customer data. We implement and configure personalization within your delivery model, connected to your data platform and measurement framework.
Agent Platform Workflows
We configure pre-built agents and develop custom workflows in Optimizely Agent Platform for content, campaigns, and experimentation. We connect them to your systems and data, with access controls and approval steps matched to your requirements.
Experimentation & Data-Driven Optimization
We implement Optimizely Web and Feature Experimentation, connect it to your analytics stack, and establish the governance model needed for continuous testing and optimization.
CMS Migration & Platform Modernization
We migrate legacy CMS environments, including Optimizely CMS 11, CMS 12, Ektron, and Sitecore, to modern Optimizely architecture with minimal disruption. For CMS 12 and earlier, we use Optimizely Migration Tool (OptiUp), our AI-augmented migration framework, to accelerate assessment and planning.
From Complexity to Control
| Many Teams Manage | With Optimizely |
| Separate CMS, testing, personalization, and AI tools | One connected platform |
| Manual content operations | AI-assisted workflows |
| Fragmented customer journeys | Unified digital experiences |
| Slow platform changes | Faster delivery and optimization |
| Legacy architecture | Modern composable foundation |
Optimizely Agent Platform:
AI Agents and Workflows for Digital Experience Teams
Optimizely Agent Platform, previously known as Opal, helps teams coordinate AI agents for content, campaigns, and experimentation.
It connects Optimizely products and third-party systems through connectors and custom tools.
What we deliver with Agent Platform:
Custom agents and integrations
We build agents and tools connected to your systems through Optimizely Connect Platform (OCP) and other supported integrations.
Workflow orchestration for marketing teams
We configure multi-step workflows with defined triggers, tasks, and human approval points.
Customer data integration
We connect supported workflows to Optimizely Data Platform (ODP), making relevant customer data available to agents.
Governance and usage management
We configure access permissions, monitor usage, and help plan credit consumption.
Agent Platform uses a credit-based usage model. We handle account and product connections, agent configuration, and team enablement, with requirements confirmed for your subscriptions and intended workflows.
See what Agent Platform can automate for your teamHow We Deliver Optimizely Projects
Discovery & Architecture
We start with a structured assessment of your environment, goals, and existing systems. Output: a delivery blueprint covering architecture, integrations, content model, and migration path.
Implementation & Integration
One team: architects, developers, QA, UI/UX, DevOps, and project management. CRM, PIM, DAM, and commerce platforms integrated via native Optimizely connectors or custom API layers.
Agent Platform & AI Workflow Configuration
We configure Agent Platform workflows for AI-assisted content production and connect agents to your systems and data. Available capabilities are confirmed against your subscriptions, with access permissions and approval steps configured for your team.
Launch, Enablement & Optimization
We manage go-live, train your teams, and establish the governance model for continuous experimentation and content optimization. Post-launch support included.
Upgrading to Optimizely CMS 13
Optimizely CMS 13 is a significant architectural change, not a routine update. It introduces a content delivery model based on Optimizely Graph, replaces Search & Navigation with Graph-based search, and moves identity management to Opti ID.
For organizations on CMS 11 or earlier, the recommended path is CMS 12 first. CMS 12 is the .NET Framework to ASP.NET Core transition point — validate it before layering in CMS 13 changes.
We assess your environment, design the upgrade path, and manage delivery across search, integrations, identity, and content structure.
First Line Software:
Optimizely Solution Partner Since 2010
Explore Our Optimizely Expertise
Optimizely Implementation: Frequently Asked Questions
What is First Line Software’s approach to Optimizely implementation?
First Line Software delivers end-to-end Optimizely implementation, from composable architecture and CMS configuration to AI workflows built with Optimizely Agent Platform and ongoing platform optimization. As an Optimizely Solution Partner since 2010, we work as one accountable team, bringing architects, developers, QA, and project management together in a single engagement.
What is Optimizely Agent Platform, formerly Opal, and what does it do?
Optimizely Agent Platform supports building and coordinating AI agents for content, campaigns, and experimentation. Teams can connect agents into multi-step workflows and integrate them with Optimizely products and third-party systems through connectors and custom tools. First Line Software configures pre-built agents, develops custom agents, and implements integrations and approval workflows as part of our implementation services.
What is OptiUP (Optimizely Migration Tool) and how does it support Optimizely migrations?
Our Optimizely Migration Tool is a proprietary AI-augmented migration framework developed by First Line Software. It combines a CLI analysis tool with an AI reasoning layer to assess Optimizely CMS environments, map content dependencies, identify risks, and produce a structured migration brief. It supports 13 migration assessment types and significantly reduces pre-migration scoping time compared to manual methods.
Does First Line Software support Optimizely CMS 13 upgrades?
Yes. We offer a dedicated CMS 13 upgrade service covering architecture assessment, content model migration, integration compatibility review, and phased deployment. CMS 13 introduces a cloud-native, headless-first architecture that differs significantly from CMS 11 and CMS 12.
How does First Line Software integrate Optimizely with existing systems?
We design integrations between Optimizely and your CRM, ERP, PIM, DAM, commerce, and marketing automation systems, with interfaces that support future changes. Depending on the systems involved, we use native connectors, custom REST API integrations, and Optimizely Connect Platform (OCP) tools for Agent Platform workflows.
What is the difference between Optimizely CMS 12 and Optimizely CMS 13?
CMS 12 runs on ASP.NET Core and supports traditional and headless delivery. CMS 13 adds .NET 10, Visual Builder, closer Graph integration, and additional Agent Platform capabilities. First Line Software assesses your current setup and manages the upgrade, including code, integrations, search, and identity changes.