Icelandic Startup Optise Targets USD 20 Billion B2B Website Waste with Automated AI Engine

Optise, the Icelandic-born startup focused on optimizing online sales for B2B companies, today officially launched the world’s first AI-powered B2B website insights platform.

According to Forrester, B2B teams typically allocate 8% of their revenue to marketing. A meaningful proportion of this is being spent just to keep websites running. Optise estimates that companies pay external agencies up to USD 10,000 per month for maintenance and upkeep services such as SEO/CRO, content creation, development and reporting.Globally, recent industry research indicates spending on external digital marketing services will total around USD 20.44 billion in 2025. More often than not, however, this investment is wasted, with most websites invisible in search, unengaging for visitors and rarely optimized to maximize revenue. A high-performing digital presence is increasingly important given the impact of Millennial and Gen Z buyers using AI engines.

AI-generated traffic already accounts for 2-6% of organic website visits and is growing at over 40% per month. With today’s launch Optise is flipping the model. Using advanced AI, automation and analytics, the Optise platform monitors website performance in real time. It then delivers recommendations that marketing teams can act on immediately to maximize revenue opportunities.

The platform’s self-service design empowers marketers, allowing them to redeploy costly agency resources. Optise also recently announced that it had raised US$2.2m from investors including Frumtak Capital to accelerate the company’s ongoing development. Alongside today’s platform launch, Optise has begun a pilot project to pioneer no-code technology applications in B2B websites.

Thousands of B2B teams globally have expressed interest in Optise’s ability to cut agency dependency, streamline website performance and provide real-time, usable insights that drive revenue.

Kristján Einarsson, Chief Marketing Officer at audio simulation technology company Treble Technologies, said, “Optise makes websites a much stronger driver of sales. With clear and actionable insights, it helps more people discover us, enjoy the experience and engage with our products.”

Ómar Thor Ómarsson, CEO & Co-Founder of Optise, said, “Websites have never been more important for B2B discovery and sales, yet they’re often the weakest link, disconnected and hard to manage. With Optise, you know immediately where to focus your website and marketing activity to make the biggest business impact.”