VWO Free Starter Plan Is Ending: What's next?

If you’re searching for the VWO free plan, you’re likely trying to understand what’s changing and what your options are.

VWO is discontinuing its free Starter Plan, with existing free users set to lose access in the coming months. If you’ve been relying on the free plan to run early A/B tests, this puts you at a clear decision point: upgrade, or find a simpler alternative that still lets you experiment for free.

At Mida, we’ve always believed that A/B testing should remain accessible. That belief shapes how we think about free access, simplicity, and how you get started with experimentation.

A Broader Strategic Context

This change didn’t happen in isolation.

On 24 January 2025, Wingify, the company behind VWO, announced that Everstone Capital, a Singapore-based private equity firm, acquired a majority stake.

When private equity comes in, the focus often shifts toward revenue predictability and monetization efficiency. From that perspective, removing a free tier makes sense.

But experimentation isn’t a typical SaaS category, and the trade-offs here directly affect how you work.

Free Is How Experimentation Starts

In A/B testing, free plans aren’t about avoiding payment. They’re about learning.

You don’t start by wanting to buy an experimentation tool. You start by wanting to see if testing works with your traffic, your setup, and your product. You need to run a real test, validate a baseline, and build confidence that the data can be trusted.

In practice, many paid experimentation programs start with a free one. When that entry point disappears, it raises the bar for you to even begin.

Why This Hits CRO Work Especially Hard

As someone doing CRO, experimentation is rarely the problem. Constraints are.

You’re working with limited traffic, imperfect tracking, and stakeholders who already question whether testing is worth the effort. Before you ever ask for budget, you’re expected to prove that experiments are reliable, statistically sound, and safe to act on.

That’s where free plans mattered.

They let you validate implementation without risking credibility. Run A/A tests. Spot noisy data early. Avoid false positives before presenting results that could influence product or revenue decisions.

When free access disappears, you’re forced into an uncomfortable position: pay before confidence is built, or delay experimentation until “later”, which often means never.

This is how experimentation programs quietly stall. Not because you don’t believe in testing, but because the cost of getting started becomes higher than the perceived risk of doing nothing.

Experimentation Runs on Trust

Experimentation tools ask you to make decisions that affect revenue, product direction, and user experience. That level of trust isn’t built through sales calls or limited-time discounts.

It’s built by running tests, checking A/A results, and seeing consistency over time.

When free access disappears, you’re being asked to commit financially before that trust exists. If you’re early in your experimentation journey, that’s a big leap.

Discounts Don’t Solve the Core Problem

A discount can push you to decide faster, but it doesn’t create confidence.

If you’re not ready to commit to experimentation yet, urgency pricing won’t change that. It just adds pressure to a decision that should be driven by learning.

Our Philosophy at Mida: Simplicity First

From the beginning, our goal at Mida has been to build an accessible A/B testing platform.

No fluff. No overloaded enterprise features. No complexity for the sake of looking powerful.

Just a product that’s easy to use and does one job well: A/B testing.

Our focus on simplicity exists so you can spend your time learning from experiments instead of learning the tool.

Letting You See the Magic First

Accessibility isn’t just about pricing. It’s also about speed.

That’s why we built Generative Experimentation. You can describe what you want to test in plain language and let AI help you design and launch experiments faster.

The idea is simple: let you experience experimentation working before asking for anything in return.

If it delivers value, you can upgrade later. Or not at all. Either way, you walk away with a better understanding of how to experiment properly.

A Bigger Question for Experimentation Platforms

This isn’t about one company or one pricing decision.

It points to a broader question every experimentation platform has to answer: do you optimize for short-term revenue, or do you invest in helping you become a better experimenter over time?

At Mida, we’ve always believed that when experimentation is simple, accessible, and trustworthy, growth follows naturally.

That belief hasn’t changed.

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