Reykjavik-based startup Optise has secured $2.2 million in pre-seed funding to roll out its AI-powered website insights platform tailored specifically for B2B companies.
The round was led by Frumtak Ventures, with participation from notable tech leaders, and marks a major step forward as Optise aims to transform how B2B companies analyse, optimise, and monetise their digital presence.
As B2B online sales edge toward a projected $66.89 trillion market by 2029, Optise is addressing a common problem: most B2B websites are riddled with underperformance—slow speeds, weak SEO, broken features, and frustrating navigation—all of which hurt conversions. Traditional analytics tools and agencies often overwhelm teams with data but offer little in the way of actionable guidance.
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AI That Turns Web Data into Action
Founded by a team of technologists and marketers, including CEO Ómar Thor Ómarsson, the startup was created to solve that exact pain point. The platform doesn’t just collect performance metrics—it interprets millions of data points using AI and delivers clear, prioritised recommendations tailored to each website’s unique structure and business goals.
Key features include:
- Large Language Models to diagnose structural issues and SEO gaps
- Vision analysis to highlight design flaws and layout friction
- Intelligent workflows for streamlining implementation
- AI-powered scoring system to rank optimisations by business impact
Already used by companies like Treble Technologies, Aftra, Digido, and Revera, Optise is helping B2B marketers and developers improve site speed, fix technical errors, and drive more conversions—without hiring external consultants.
Funding to Scale and Expand
With the new funding, Optise plans to:
- Accelerate product development and AI innovation
- Expand its go-to-market and sales teams
- Make strategic hires across leadership and tech
- Grow its client base in North America and Europe
Vivienne Hsu, co-founder of Anasbasis Partners and a seasoned executive in tech and marketing, will join Optise’s board to guide its international growth.
“Websites are the most valuable touchpoint in B2B—yet they’re often neglected,” said Ómarsson. “We built Optise to empower businesses with expert-level insight powered by AI, helping them convert more visitors into customers without guesswork.”
A Vision for B2B Website Intelligence
Optise’s mission is to bring performance optimisation out of the hands of expensive agencies and into the reach of every growth-stage B2B business. The company is now focused on building deeper personalisation tools, more automation, and strategic partnerships to fuel its global expansion.
“Optise is a standout example of Iceland’s growing tech scene,” said Andri Heiðar Kristinsson, Partner at Frumtak Ventures. “They’re taking a massive global pain point—underperforming B2B websites—and offering a scalable, intelligent solution. We’re thrilled to support their journey.”
As digital sales become the lifeblood of B2B revenue, Optise is positioning itself as the go-to solution for turning website traffic into results—faster, smarter, and with less friction than ever before.
