2025 – A Year of Refinement and Improvements

As we kick off 2025, we wanted to share an update about our plans for PersonalizeWP this year.

PersonalizeWP was born out of Filter’s experience with enterprise CMS platforms such as Sitecore and Optimizely, and their ability to provide personalisation features to businesses and users. We felt that this was needed in WordPress, and after pitching the idea at WordCamp EU in Athens (2023), we secured an investment from Emilia Capital in early 2024.

Emilia Capital, led by WordPress leaders Joost de Valk and Marieke van de Rakt brought more than just financial backing. Their expertise helped shape the product roadmap, refine marketing strategies, and amplify PersonalizeWP’s visibility within the WordPress ecosystem.

The results speak for themselves: since its launch at WordCamp EU in Turin, the plugin has picked up a BIMA Gold Award for Enhancing WordPress Experience and a nomination for WooSeshie’s Extension of the Year.

Happily, 2024 was also a standout year for Filter, with the agency doubling in size to keep up with its growing portfolio of clients and work. But whilst the team has loved developing PersonalizeWP, balancing the plugin’s potential with Filter’s core business has become a challenge as we have become busier.

Simply put, we couldn’t sustain the same level of intensity on both fronts and felt we wouldn’t be able to give Joost and Marieke the focus they deserve as investors.

After heartfelt conversations, Filter and Emilia Capital agreed it was the right time for PersonalizeWP to come fully back under Filter’s wing, where we can continue to develop and deliver a high quality and useful plugin for users, albeit at a slower pace.

So, Filter will be returning Emilia’s investment in full and working on the roadmap for 2025 that provides stability, refinement and continuous improvement.

We want to make it very clear that we couldn’t have asked for better partners than Joost and Marieke, and they have supported us every step of the way.

They helped us take PersonalizeWP from an idea to an award-winning tool, gave us help when we had challenges, and provided accountability and oversight to make sure we were doing the right things at the right time.

Having their experience and insight behind us at the start has propelled us to where we are today, and whilst we will no longer have them as members of our board, we know that they still believe in the product and the future that we have planned out.

We’re excited about what we are going to be delivering for PersonalizeWP in 2025.

This month, we will be releasing our newest version with a new feature that allows multiple variations of the same block, improvements to data retention, and interface refinements across the plugin. Next on the list is an A/B Testing block, designed for experimentation and conversion optimisation.

And behind the scenes, we are working on an enterprise version for high-traffic sites that will allow users to collect more data on their visitors and improve scalability.

Here’s to the next stage in PersonalizeWP’s journey – improved tools for businesses looking to make their WordPress sites more dynamic and user-focused, and a continued commitment to making WordPress better for everyone.