Optise raises $2.2M pre-seed round led by Frumtak Ventures

Optise has secured $2.2M in pre-seed funding to accelerate the development of its high-performance AI website insights platform. The Icelandic startup is on a mission to transform B2B websites into high-performing revenue drivers - combining advanced AI with decades of real-world marketing and web expertise to deliver personalized insights and clear, prioritized actions.

The B2B online sales market is projected to reach $66.89 trillion by 2029, with 82% of revenue now generated through digital channels. Yet many websites still suffer from poor performance due to slow page speed, weak UX, broken elements, and ineffective SEO. B2B companies have long relied on clunky tools or expensive agencies to improve their website for better business outcomes. Founded by experienced technologists and marketers, the company was born out of a shared frustration: most B2B websites fail to get found and convert prospects, despite being the primary revenue channel for modern businesses.

While existing web analytics tools offer data, they rarely offer direction. Optise changes this by using advanced AI to do the heavy lifting; analyzing millions of data points and turning them into intelligent, actionable recommendations that marketers and developers can implement instantly. Their proprietary technology directly addresses these issues with insights tailored to each site’s unique structure, audience, and goals, helping businesses close the gap between potential and performance.

The round was led by Frumtak Ventures, a leading Icelandic VC firm. Frumtak’s previous investments include notable Icelandic pioneers such as digital therapeutics startup Sidekick Health and pharma supply chain innovator Controlant. Andri Heiðar Kristinsson, Partner at Frumtak Ventures, commented:

“Despite previously having worked in Silicon Valley and at LinkedIn, I'm still blown away by Iceland's tech ecosystem. Optise represents exactly the kind of innovative startup we love to nurture at Frumtak: a company with a global vision born from local talent. I’m so excited to be partnering with this ambitious team who are going to help people maximize revenue generation through B2B websites.” 

“Websites are the most important touchpoint for B2B companies - yet they’re often overlooked,” added Ómar Thor Ómarsson, CEO and Co-founder of Optise.

We created Optise to close that gap. Our team is focused on helping B2B business owners realise the full potential of their websites to drive real growth and revenue. Our technology will bring expert-level insight to every company, using our collective knowledge and AI to spot what’s broken, what’s missing, and what needs to be improved to drive more leads and revenue.”

Alongside Andri Heiðar Kristinsson, Vivienne Hsu will be joining the Optise Board. She is a seasoned technology and marketing executive with over twenty years of industry experience, and co-founder and CEO of Anasbasis Partners. The company is also strengthening its leadership team with key hires to support its expansion over the coming months.

About Optise

Optise is the first AI-powered Website Insights platform for B2B companies. Optise delivers personalized insights and clear, prioritized recommendations - combining large language models, vision analysis, intelligent workflows, and an advanced ranking system. Supercharged by decades of marketing and web performance expertise, the platform helps businesses optimize their websites to be fast, easy to use, trusted by visitors, and designed to convert prospects to customers. Headquartered in Reykjavik, Iceland, Optise is trusted by teams such as Treble Technologies, Aftra, Digido, and Revera. Learn more at www.optise.com

About Frumtak Ventures
Headquartered in Reykjavík, Frumtak Ventures is a leading Icelandic VC firm run by serial entrepreneur and managing partner Svana Gunnarsdottir along with general partners Ásthildur Otharsdóttir and Andri Heiðar Kristinsson. Frumtak recently closed its fourth fund, Frumtak IV, focusing on investments in local innovation with global potential. For further information please visit: https://frumtak.is