Optise launch targets $20B in B2B website waste with AI

An Icelandic startup named Optise is launching an AI platform today with a bold claim: it can fix the estimated $20 billion B2B companies waste on underperforming websites. The company is targeting the expensive and often opaque world of digital marketing agencies, which Optise estimates can cost businesses up to $10,000 a month for basic upkeep, SEO, and content services.

The problem, according to Optise, is that this investment rarely translates into performance. Most B2B websites remain invisible in search and fail to engage the new wave of Millennial and Gen Z buyers who are increasingly using AI-driven search tools for discovery. With AI-generated traffic already making up 2-6 percent of organic visits and growing over 40 percent monthly, having a disconnected, slow-to-adapt website is becoming a critical liability.

Cutting the agency cord

Optise’s pitch is to flip the traditional model on its head. Instead of relying on monthly agency reports, its platform uses AI to monitor a website’s performance in real time, delivering automated, actionable recommendations directly to in-house marketing teams. The goal is to empower marketers to make immediate changes that impact revenue, effectively turning a static website into a dynamic sales tool.

“Websites have never been more important for B2B discovery and sales, yet they’re often the weakest link,” said Ómar Thor Ómarsson, CEO and co-founder of Optise. The platform is designed to show teams “where to focus your website and marketing activity to make the biggest business impact.”

Backed by a recent $2.2 million pre-seed round from investors including Nordic VC firm Frumtak Capital, Optise is betting that B2B teams are ready to ditch costly retainers for self-service AI. The company says thousands of teams have already expressed interest in its platform.

Alongside the launch, Optise is also piloting no-code applications, signaling a future where marketers can not only get insights but also implement changes without needing a developer. For the thousands of B2B companies spending 8 percent of their revenue on marketing, per Forrester data, a tool that promises to maximize that spend could be a game-changer.