About Us

Built by Filter, Used by Leading Brands

With nearly two decades of expertise building high-performance WordPress sites for major brands, Filter brings agency-level sophistication to WordPress personalization, making advanced features accessible to businesses of all sizes through a plugin refined on real-world projects.

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Who We Are

The team behind PersonalizeWP

PersonalizeWP is a product of Filter, a WordPress development agency with nearly two decades of experience building high-performance websites for major brands.

We created PersonalizeWP because we needed a powerful personalization solution for our own clients’ WordPress sites, and nothing on the market met our standards for performance, flexibility, and ease of use.

We’re WP Engine’s EMEA Agency Partner of the Year 2024, and PersonalizeWP recently won Gold for Digital Product Build at the BIMA Awards.

Built to solve enterprise challenges

Why we built PersonalizeWP

We developed PersonalizeWP while building complex WordPress sites that needed sophisticated personalization capabilities.

When working on projects like the Wetherspoon website, which serves millions of visitors looking for different information based on their location and preferences, we realised existing tools couldn’t deliver the performance and flexibility our clients required.

Starting as an internal tool, we refined and expanded it through real-world use on client projects. Each feature in PersonalizeWP exists because we needed it to solve actual problems on production websites handling significant traffic.

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How to Get PersonalizeWP

Download for Free

The WordPress plugin is now completely free to download and use, and is perfect for businesses that want to manage personalization themselves.

If you need to create sophisticated visitor experiences to support your conversion goals and would like help on your journey, then contact our team.

We provide priority support and custom feature development to clients of Filter, as well as the ability to influence the roadmap and direction of the plugin.

From internal tool to industry-leading plugin

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.

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Ready to personalize your WordPress site?

PersonalizeWP is completely free. Download the plugin and start creating unique experiences for every visitor. Set up takes minutes and you’ll see results immediately.

Download for Free