Ninetailed
Ninetailed was a Berlin-based startup that built a MACH-architecture personalization and experimentation platform for enterprise brands, offering segmentation, A/B testing, and AI-driven content recommendations. The company was acquired by Contentful in 2024 and rebranded as Contentful Personalization.
- Company typePrivate
- Founded2021
- HeadquartersBerlin, Germany
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Ninetailed does
Ninetailed was a Berlin-based, venture-backed software startup founded in 2021 that built a composable personalization and experimentation platform on MACH architecture (Microservices, API-first, Cloud-native, Headless). The company's core product enabled marketing teams to deliver personalized customer experiences at scale through dynamic audience segmentation, A/B testing, and AI-driven content recommendations, without requiring developer involvement for content changes. Underlying technology included a flexible API and SDK for integration with headless CMSs and modern Jamstack frameworks, native data connections to CDPs, CRMs, and marketing platforms, and modules for segmentation, experimentation, AI Suggestions, and analytics — all backed by SOC 2 Type 2 compliance.
The company served enterprise brands across e-commerce, consumer packaged goods, and retail (named customers included Ruggable, Kraft Heinz, Ace & Tate, and Pets Deli) and pursued a hybrid go-to-market combining product-led growth via Contentful platform integration with direct enterprise field sales. Revenue was generated through SaaS subscription pricing on a quote-based enterprise tier; public pricing was not disclosed. The company raised approximately €6.88M across three funding rounds between May 2021 and October 2022, with the €5M seed round co-led by Mosaic Ventures and Cherry Ventures.
In 2024, Ninetailed was acquired by Contentful and rebranded as Contentful Personalization, with its technology fully integrated into the Contentful composable platform as a core product module. Post-acquisition, Ninetailed ceased operating as an independent entity.
Ninetailed firmographics
Firmographics- Name
- Ninetailed
- Website
- https://ninetailed.io
- Company type
- Private
- Founded year
- 2021
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- Ninetailed was a Berlin-based startup that built a MACH-architecture personalization and experimentation platform for enterprise brands, offering segmentation, A/B testing, and AI-driven content recommendations. The company was acquired by Contentful in 2024 and rebranded as Contentful Personalization.
- Ownership category
- akta.pro rank
Ninetailed industry classification
Industry- Product category
- Personalization & Experimentation Software
- NAICS
- Computer Systems Design and Related Services (54151)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Media & Content Personalization (News, Video, Music, Podcasts) (HDAAAGAB)
- akta.pro secondary industries
- Multimodal Generation (Text-Image-Video-Audio) & Creative Toolchains (HDAAACAG), API Development, Integration & Microservices Modernization (BPAEAFAD)
Keywords
Where Ninetailed is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Ninetailed business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Platform/SaaS Subscription: Subscription-based model integrated into the Contentful platform, offering personalization capabilities as part of the composable content management ecosystem. Marketers can access personalization features through tiered plans.
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Ninetailed product offering
Product offeringCore offering
Ninetailed built a composable personalization and experimentation platform on a MACH (Microservices, API-first, Cloud-native, Headless) architecture, enabling businesses to deliver personalized customer experiences at scale through dynamic audience segmentation, built-in A/B testing, AI-powered content suggestions, and performance analytics. Following its acquisition by Contentful, the product is now offered as Contentful Personalization, integrated natively into the Contentful content platform.
Product overview
Ninetailed was a Berlin-based startup offering a MACH architecture platform for personalization and experimentation. The company was acquired by Contentful in 2024 and rebranded as Contentful Personalization, which is now a core component of the Contentful platform. The offering consists of a composable personalization solution with modules for Segmentation, Experimentation, AI Suggestions, and Insights, enabling businesses to rapidly customize customer experiences through a MACH (Microservices, API-first, Cloud-native, Headless) technology stack.
Differentiator
Problem solved
Functional benefit
Products and services
- Contentful Personalization (formerly Ninetailed) A composable personalization and experimentation platform enabling businesses to create highly personalized customer experiences at scale through segmentation, A/B testing, and AI-driven recommendations. Now integrated as a core product within the Contentful platform.
Quantifiable outcome
- 78% increase in conversion rate for Kraft Heinz
- +5 more outcomes
Companies that use Ninetailed
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles2 records
Ninetailed technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability5 records
Feature5 records
Ninetailed partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ContentfulcoreNinetailed was acquired and rebranded as Contentful Personalization, becoming deeply integrated into the Contentful platform. This represents a core strategic integration where Ninetailed's personalization technology is now native to the Contentful ecosystem, providing seamless content-management-to-personalization workflows for Contentful customers.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Ninetailed competitors and assessment
Company assessmentDirect peers
- Optimizely: Direct competitor offering experimentation and personalization as part of a broader DXP. Most comparable peer: targets the same enterprise marketing buyers with A/B testing and audience segmentation features that overlap heavily with Ninetailed's core product.
- Dynamic Yield: Personalization and experimentation platform acquired by Mastercard, serving enterprise e-commerce and digital brands. Directly competes with Ninetailed on segmentation, A/B testing, and AI-driven recommendations for the same buyer personas.
- AB Tasty: European-headquartered personalization and experimentation vendor competing for the same mid-market and enterprise brand customers. Strong overlap with Ninetailed on A/B testing, audience targeting, and composable integrations.
- Kameleoon: AI-driven A/B testing and personalization platform with similar enterprise focus and AI suggestion capabilities. Closely comparable feature set including segmentation, experimentation, and AI-powered content recommendations.
- VWO: Conversion optimization platform offering A/B testing, personalization, and behavioral analytics. Competes with Ninetailed for the same e-commerce and SaaS marketing teams seeking no-code experimentation.
- Monetate: Long-standing personalization platform for e-commerce brands, now part of Kibo. Directly competes with Ninetailed on dynamic personalization, A/B testing, and customer segmentation for retail and DTC brands.
Broad incumbents
- Adobe Target: Personalization and A/B testing module within Adobe Experience Cloud, targeting the same large enterprise brands. Competes indirectly as part of a broader monolithic suite rather than a specialized composable offering like Ninetailed.
- Bloomreach: Composable DXP combining headless CMS, search, and personalization for enterprise commerce. Overlaps with Ninetailed on personalization and experimentation for the same enterprise e-commerce buyer.
- Sitecore: Established DXP with personalization and experimentation capabilities targeting enterprise brands. Competes for the same enterprise CMS buyers, though generally as a monolithic suite rather than composable.
- Salesforce Interaction Studio: Real-time personalization and engagement platform within Salesforce Marketing Cloud. Competes for the same large enterprise marketing buyers, with broader CRM/CDP integration than Ninetailed offers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Ninetailed social profiles
Digital presenceNinetailed compliance and trust
Trust signalCompliance1 record
Ninetailed financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ninetailed leadership team
Management profileNumber of profiles
Profiles1 record
Ninetailed funding detail
Funding detailFunding overview
Funding rounds3 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ninetailed M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ninetailed
What does Ninetailed do?
Ninetailed built a composable personalization and experimentation platform on a MACH (Microservices, API-first, Cloud-native, Headless) architecture, enabling businesses to deliver personalized customer experiences at scale through dynamic audience segmentation, built-in A/B testing, AI-powered content suggestions, and performance analytics. Following its acquisition by Contentful, the product is now offered as Contentful Personalization, integrated natively into the Contentful content platform.
Is Ninetailed a public or private company?
Ninetailed is a private company. It is classified as corporate owned and is currently acquired.
When was Ninetailed founded?
Ninetailed was founded in 2021. It employs 1 to 10 people.
Where is Ninetailed based?
Ninetailed is headquartered in Berlin, Germany, in the Europe region.
How does Ninetailed make money?
One revenue line is on record: platform/SaaS Subscription.
Who are Ninetailed's main competitors?
Direct peers on record are Optimizely, Dynamic Yield, AB Tasty, Kameleoon, VWO and Monetate. Broad incumbents are Adobe Target, Bloomreach, Sitecore and Salesforce Interaction Studio.
Does Ninetailed have an API?
Yes. Contentful Personalization (formerly Ninetailed) offers a flexible API and SDK that ensures seamless integration with existing tech stacks, enabling website teams to deliver personalization that optimizes page performance.
What industry is Ninetailed in?
Ninetailed's product category is Personalization & Experimentation Software. Its primary akta.pro industry code is HDAAAGAB, Media & Content Personalization (News, Video, Music, Podcasts), with a secondary code of HDAAACAG, Multimodal Generation (Text-Image-Video-Audio) & Creative Toolchains. Its NAICS code is 54151 and its SIC code is 7372.