Webtrends Optimize has become the first Conversion Rate Optimisation (CRO) platform to receive B Corp™ certification and joins an illustrious and exclusive community of organisations that are helping ensure business is a force for good and benefits all people, communities and the planet.
Over the past nine months, the business has devoted a significant amount of time preparing for the comprehensive and independent B Corp™ assessment. Verified by B Lab™, the non-profit behind the movement, they ensure a business meets high standards of social and environmental impact, has made a legal commitment to stakeholder governance and is demonstrating accountability and transparency.
To achieve certification, Webtrends Optimize was assessed across five key impact area pillars: governance, workers, community, environment and customers. Within these areas, this included being evaluated on topics such as climate action, human rights, fair work and diversity and inclusion.
During this process, Webtrends Optimize was praised for being an accredited Living Wage Employer, which ensures everyone in the organisation and those who work with them are paid fairly and above the Government’s National Living Wage. The business also invests in professional development and champions equity, diversity and inclusion within the team and with external partners. Webtrends Optimize is also a member of the SME Climate Hub and is committed to achieving net zero carbon emissions by 2030. 2024 marked its carbon baseline year of measuring Scope 1, 2 and 3 emissions and is now working toward ambitious, transparent reductions. The business also donates 2% of its annual revenue to charitable causes and community initiatives. In addition to the financial contribution, staff also volunteer their time at various events and initiatives and provide gift-in-kind fundraising support. As a result of the B Corp™ assessment, the business was awarded an impressive 93.7 impact score, which significantly surpasses the median score of 50.9 that most non-certifying businesses achieve on average and now joins an exclusive list of 2,500 B-Corp™ certified UK businesses.
Webtrends Optimize are committed to making decisions that prioritise People, protect the Planet, and serve a greater Purpose. It’s the foundation of our mission, and the measure of our success.
Matt Smith, CEO of Webtrends Optimize, comments: “Securing B Corp™ certification wasn’t a box-ticking or marketing milestone exercise; it’s been a movement we’ve been proud to be part of. We’ve put our entire business under the microscope, from how we treat our team to how we impact the planet. This achievement is part of an ongoing binding commitment from our business that prioritises people, protects the planet and serves a greater purpose. I’ve always believed that business is a community and can and should be a force for good and becoming B Corp Certified™ formalises that belief.”
