ABsmartly is an A/B testing platform from ex-Booking.com experimentation architects, using Group Sequential Testing to reach results faster.
Category
Analytics
Pricing
Pricing is not publicly disclosed on ABsmartly's website; prospective customers must request a demo and speak with sales to get a quote.
Verified
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Last updated
August 6, 2026
SaaSGDPR CompliantEnterpriseTesting
ABsmartly is an experimentation platform for running A/B tests and controlled experiments, built by the team that previously architected Booking.com's internal A/B testing engine and headquartered in Amsterdam, Netherlands. Its core differentiator is Group Sequential Testing (GST), a statistical methodology the company says lets teams reach confident, statistically valid decisions up to 80% faster than traditional fixed-horizon testing, without sacrificing rigor. The platform includes real-time experiment monitoring to catch issues mid-test, an experiment hub that functions as a searchable knowledge base of past tests, an activity feed for team collaboration, and program-level reporting to track experimentation velocity across an organization. ABsmartly ships SDKs covering native apps, websites, email/CRM systems, and algorithmic or backend contexts, and the company states its platform is GDPR and HIPAA compliant. It targets four personas: general experimenters, and product, engineering, and data teams.
Key Features
Group Sequential Testing (GST) — A statistical methodology the company says lets teams reach confident, statistically valid experiment decisions up to 80% faster than traditional fixed-horizon A/B testing.
Real-time experiment monitoring — Live data monitoring during a test helps teams catch issues before they affect experiment validity.
Experiment hub — A centralized, searchable knowledge base documenting all past and current experiments.
Activity feed — An in-platform feed for team collaboration and experiment documentation.
Program reporting — Organization-wide reporting that tracks experimentation metrics and velocity.
Multi-platform SDKs — SDKs covering native apps, websites, email/CRM systems, and algorithmic or backend implementations.
Pros & Cons
Pros
Group Sequential Testing methodology is designed to reach statistically valid results up to 80% faster than traditional fixed-horizon A/B tests
Built by the team that engineered Booking.com's internal experimentation platform, bringing proven enterprise-scale testing expertise
SDKs cover native apps, websites, email/CRM, and algorithmic contexts, enabling experimentation across a full tech stack
States GDPR and HIPAA compliance, which matters for regulated or privacy-sensitive industries
Cons
Pricing is not published anywhere on the site — evaluating cost requires booking a demo and talking to sales
No self-serve trial or signup is advertised; the primary conversion path is a sales demo request, which adds friction for smaller teams
Feature set (experiment hub, program reporting, GST) is oriented toward teams already running a mature experimentation program, which may be more than very early-stage teams need