Reykjavik, Iceland-based Optise, an AI-powered Website Insights platform for B2B companies, has secured $2.2M (approximately €1.9M) in pre-seed funding led by Frumtak Ventures.
Frumtak Ventures is an Icelandic VC firm focusing on investments in local innovation with global potential.
Andri Heiðar Kristinsson, Partner at Frumtak Ventures, comments, “Despite previously having worked in Silicon Valley and at LinkedIn, I’m still blown away by Iceland’s tech ecosystem. Optise represents the innovative startup we love to nurture at Frumtak: a company with a global vision born from local talent. I’m so excited to be partnering with this ambitious team who are going to help people maximise revenue generation through B2B websites.”
Alongside Andri Heiðar Kristinsson, Vivienne Hsu will join the Optise Board.
She is a seasoned technology and marketing executive with over twenty years of industry experience and co-founder and CEO of Anasbasis Partners.
The company is also strengthening its leadership team with key hires to support its expansion over the coming months.
Fund utilisation
“This round is all about building the foundation for scale. The majority of the funding is going into product development,” says Ómar Thor Ómarsson to Silicon Canals.
The company is planning to expand its AI capabilities and refine the insight engine to deliver even smarter, faster, and more actionable recommendations for B2B websites.
“We’re also growing our engineering and go-to-market teams, making key hires to support both platform innovation and customer success,” adds Ómarsson.
Currently, the Icelandic company is focusing on Europe and North America.
“We’re not interested in hypergrowth for the sake of vanity metrics; we’re focused on building a product that delivers real, measurable value. This funding gives us the runway to do that properly and to set the stage for international scale,” he reveals.
What does Optise solve?
The B2B online sales market is projected to reach $66.89T by 2029, with 82 per cent of revenue now generated through digital channels.
Yet, many websites still suffer from poor performance due to slow page speed, weak UX, broken elements, and ineffective SEO.
While existing web analytics tools offer data, they rarely offer direction.
And that’s where Optise comes into play!
The Icelandic company uses advanced AI to analyse millions of data points. It turns this data into clear, actionable recommendations that marketers and developers can use right away.
“A high-performing B2B website isn’t about tricking users into clicking a call to action (CTA) or stuffing pages with keywords. It’s about creating a genuinely valuable digital experience – one that’s clear, trustworthy, and easy to navigate,” he explains.
The origin of Optise
Optise was born out of a shared frustration: Most B2B websites fail to get found and convert prospects, despite being the primary revenue channel for modern businesses.
“One of the biggest mistakes is thinking optimisation is a one-off project. A lot of companies launch a shiny new website, feel good about it, and then basically let it sit for five years until they rebuild the whole thing from scratch. That’s not optimisation, that’s stagnation,” explains Ómarsson.
He also pinpoints that many companies put too much emphasis on dashboards without taking action.
They often display analytics dashboards on screens in the office. However, if no one is using that data to improve the website, it serves little purpose.
“I don’t buy into the idea that A/B testing is the golden path for B2B optimisation. It’s great if you’re Amazon with millions of transactions a day, but most B2B companies don’t have the traffic volume for A/B tests to be statistically meaningful. At best, it’s a nice-to-have; at worst, a distraction,” he clarifies.
How does Optise solve this?
Led by Ómar Thor Ómarsson, Optise is the first AI-powered platform for website insights designed for B2B companies.
It provides personalised insights and clear recommendations by using advanced language models, visual analysis, smart workflows, and a ranking system.
“We make sure the power of AI and big data is usable by real people. At the end of the day, AI is only valuable if it helps someone do their job better, faster, and with more confidence,” he explains when asked about balancing AI with maintaining user-friendliness for marketers and developers.
The company’s proprietary technology directly addresses these issues with insights tailored to each site’s unique structure, audience, and goals, helping businesses close the gap between potential and performance.
“Our mission at Optise is to turn complex data into simple, actionable insights – not overwhelm people with yet another dashboard. We focus obsessively on the user experience: clean, intuitive, even fun to use,” says Ómarsson. “We’ve spent countless hours understanding our users’ pain points, and those insights drive every UX decision we make. The friction, the overload, the unclear next steps; we design specifically to remove all of that.”
The platform helps businesses optimise their websites to be fast, easy to use, trusted by visitors, and designed to convert prospects to customers.
Helps B2B teams manage websites
Currently, Optise is used by teams such as Treble Technologies, Aftra, Digido, and Revera.
Ómarsson says that this is particularly beneficial for marketers, web teams, and business owners who manage their websites without a full data analytics department.
“Our goal is to finally give these teams the confidence and control they’ve been missing and help them fall back in love with their website. Because when your site starts driving real results and reflecting the quality of your business, it’s not just a marketing tool anymore – it becomes something you’re proud of,” he adds.
Building self-optimising website
“We believe the future of website analytics isn’t just about reporting data – it’s about taking action,” adds Ómarsson.
At present, Optise assists teams in identifying issues and opportunities while providing specific recommendations for improvement.
According to Ómarsson, the team is aiming to build toward a future where websites can optimise themselves.
“We see Optise evolving into a platform that not only provides insights but begins to implement improvements automatically – from technical fixes to content adjustments – with the user in full control. A kind of self-optimising website that gets smarter every day,” he adds.
“The goal is simple: a website that doesn’t just sit there, but works with you – constantly improving, learning, and adapting to drive better results, automatically. A truly smart website,” he concludes.
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