About Us

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

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.

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.

Talking about Personalization

Paul is always keen to talk about PersonalizeWP and how personalisation can help to deliver real improvements. Below is a video of him in action talking about why personalisation is important and what you can do with it.

From our Blog

Learn more about personalization and how it can improve your website

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

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.

How to Set Up and Use Custom Profile Fields in PersonalizeWP

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.

How to Combine Display Conditions for Maximum Impact

How to Combine Display Conditions for Maximum Impact

Want to boost engagement and conversions? Combining display conditions lets you deliver ultra-targeted content that speaks directly to each visitor.

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….