About Us

Find out more about the team and journey behind PersonalizeWP, who is involved, and how we got to where we are today

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Where it all started

PersonalizeWP was created by Paul Halfpenny and Oliver Morrison, who also own and run a WordPress development agency called Filter.

Both Paul and Olly have worked together in digital agencies since 2006, delivered multiple projects on all types of CMS platforms, and for diverse clients such as JD Wetherspoon, Crystal Palace, Medivet and Royal Caribbean. Paul takes the lead on delivering PersonalizeWP day-to-day and is responsible for the direction of the plugin, whilst Olly manages operations and finance.

Meet the team

The PersonalizeWP team helps to deliver improvements, marketing and support to the plugin on a day-to-day basis. David Page is the lead developer on the plugin, Allie Tupper is our project manager, Joy Clarkwin is responsible for marketing and Rachel Berry works on outreach and sales. Oli Janes is our designer.

There are also a number of other team members that work for Filter that dip in and out as needed to work on specific features, updates to the website, or to act as additional support.

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Our Story

It all started with COVID

PersonalizeWP was born in 2020 at the start of COVID. At Filter, when the world stayed indoors and everything stopped for a brief period of time, we decided to work on new projects to keep ourselves busy, and came up with WP-DXP, a way of showing/hiding blocks based on personalisation rules in the Block Editor.

Talking at WCEU Porto

We continued to develop the plugin over the next couple of years and learn more about how we could use it for our clients. Paul talked about it at Wordcamp EU in Porto.

Pitching at WCEU Athens

In Athens, we were given the opportunity to show the plugin to Emilia Capital in a Dragon’s Den style booth pitch – Joost and Marieke were blown away by the potential and decided immediately to invest.

Releasing the plugin

With the new team in place, we went through a rebrand to PersonalizeWP, developed a number of Pro features around visitor profiles, segmentation and lead scoring, and launched the plugin in March 2024.

A speaker on stage at WordCamp Europe discussing their digital agency work with WordPress. A large screen displays information about Paul Halfpenny from Filter, including a photo, with colorful geometric designs in the background. Audience members watch from below. A person stands facing a large digital interface, pointing at a section featuring an image icon and text blocks. The label "WP-DXP" appears in the top left corner, indicating a focus on website or digital experience design. A speaker on stage at WordCamp Europe discussing their digital agency work with WordPress. A large screen displays information about Paul Halfpenny from Filter, including a photo, with colorful geometric designs in the background. Audience members watch from below. A group of people smiling in front of a booth for Emilia Capital at a business event. The booth has a blue backdrop with the company logo and promotional materials on the counter. A webpage screenshot of "Personalize WP," showcasing its WordPress personalization features. The site has a purple gradient background with text promoting website customization. It includes a navigation menu, call-to-action buttons, and an example of personalized content.

From our Blog

Learn more about personalization and how it can improve your website

Promotional banner for "Timber & Tones" offering an extra 10% off in a spring sale. It emphasizes luxury homeware with free delivery to Letchworth and includes a button to browse the new range.

How to Create Custom Landing Pages with PersonalizeWP

Explore how to create targeted landing pages in WordPress using PersonalizeWP’s powerful personalization tools.

Joy Clarke
Laptop screen displaying code, surrounded by three smaller screens with code, cloud, and user icons. A "</>" icon represents development, with a padlock icon for security. "Version 2.9" is noted in the top corner against a pink background.

PersonalizeWP v2.9: Access Visitor Data with New REST API Endpoints

Explore how PersonalizeWP’s new REST API unlocks powerful opportunities for deeper, more dynamic user experiences.

Joy Clarke
A webpage editor interface shows a text section about learning new skills, with a dropdown menu listing options like "Company Name" and "Event Type." Two people are pictured beside the text, sitting together, suggesting a collaborative learning environment.

How to Set Up and Use Custom Profile Fields in PersonalizeWP

Want to make your website more personalized? Our Custom Profile Fields let you collect visitor data and tailor content based on their preferences.

Joy Clarke
View all our blog posts

Want to see it in action? Try out PersonalizeWP now…

If you just want to play around with the plugin, you can do that straight away – click on the button and we’ll spin up a new site with it installed and ready for you to test….

Try Our Demo