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Optimizely Experimentation Platform Renewal

H M Revenue & Customs

This public procurement record has 1 release in its history.

Award

13 Oct 2026 at 13:38

Award Notice
Summary of the contracting process

HM Revenue & Customs (HMRC) renewed its Optimizely Experimentation Platform for use in improving digital customer journeys through experimentation, A/B testing and optimisation. The service includes access to the Business Tier, Usage Platform and Experiment Collaboration, plus standard support, licence and subscription administration, and related professional services. The platform is intended to support evidence-based changes to HMRC’s online services. The agreement includes an annual allowance of 25 million impressions, resetting each contract year, and professional support for optimisation strategy, experimentation capability, governance, knowledge transfer and service improvement. The work is delivered for HMRC in the United Kingdom.

The procurement is complete and the contract was awarded to Atos IT Services UK Limited. The award was made on 8 October 2026, following a further competition under the Crown Commercial Service Technology Products & Associated Services 2 framework, in its software lot. HMRC used the published evaluation methodology. The contract runs from 1 October 2026 to 30 September 2028, for 24 months. Its value is £407,973.07 excluding VAT. The original tender deadline was 17 August 2026 at 16:00. This was a framework call-off rather than an open standalone competition; the opportunity was marked as unsuitable for SMEs and voluntary, community and social enterprises.

For suppliers competing for a future renewal of this HMRC requirement, the award indicates demand for a substantial experimentation platform subscription coupled with dependable software support and licence administration. A credible competitor would need to provide the relevant Optimizely platform capabilities for experimentation, A/B testing and collaboration, with sufficient usage capacity for a 25-million-impression annual allowance. The requirement also demonstrates value in professional services that can help HMRC develop optimisation strategy, strengthen experimentation capability and governance, transfer knowledge, and improve service delivery. Suppliers should be able to support evidence-led enhancement of digital customer journeys and deliver the platform and associated services through a Crown Commercial Service Technology Products & Associated Services 2 framework competition. The stated SME and VCSE suitability flags suggest the previous procurement was not framed as suitable for those suppliers.

How relevant is this notice?

Notice Information

Notice Title

Optimizely Experimentation Platform Renewal

Notice Description

HM Revenue & Customs (HMRC) has awarded a 24-month call-off contract under Crown Commercial Service Framework RM6098 Technology Products & Associated Services 2 (TePAS 2), Lot 3: Software, for the renewal and ongoing support of the Optimizely Experimentation Platform. The contract has been awarded to Atos IT Services UK Limited. The contract provides HMRC with continued access to the Optimizely Experimentation Platform Business Tier, Optimizely Experimentation Usage Platform, Optimizely Experiment Collaboration, standard support, licence and subscription administration, and associated professional services. The platform supports experimentation, A/B testing, optimisation and evidence-based improvement of HMRC digital customer journeys. The contract includes an annual allowance of 25,000,000 impressions, resetting each contract year, together with 10 professional services days during Contract Year 1 to support optimisation strategy, experimentation capability, governance, knowledge transfer and service improvement activities. The contract commenced on 1 October 2026 and will expire on 30 September 2028. The total contract value is PS407,973.07 excluding VAT. The procurement was conducted through a further competition under the RM6098 framework and awarded on the basis of the published evaluation methodology.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-b5fd17-3ca2626c-bb38-4dd8-b7f8-b38990f76d70
Publication Source
Contracts Finder
Latest Notice
https://www.contractsfinder.service.gov.uk/Notice/fd7d6382-09ef-4a1a-ab4b-efd8b378338d
Current Stage
Award
All Stages
Award

Procurement Classification

Notice Type
Award Notice
Procurement Type
Framework
Procurement Category
Services
Procurement Method
Selective
Procurement Method Details
Call-off from a framework agreement
Tender Suitability
Not specified
Awardee Scale
Large

Common Procurement Vocabulary (CPV)

CPV Divisions

48 - Software package and information systems

CPV Codes

48000000 - Software package and information systems

Notice Value(s)

Tender Value
£40,797,307 £10M-£100M
Lots Value
Not specified
Awards Value
£40,797,307 £10M-£100M
Contracts Value
Not specified

Notice Dates

Publication Date
13 Oct 20261 weeks ago
Submission Deadline
Not specified
Future Notice Date
Not specified
Award Date
8 Oct 20262 weeks ago
Contract Period
1 Oct 2026 - 30 Sep 2028 2-3 years
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Not Specified
Awards Status
Active
Contracts Status
Not Specified

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
H M Revenue & Customs
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
LONDON
Postcode
SS99 1AA
Postcode Area
Southend-on-Sea
Country
England
Major Region (ITL 1)
TLH East (England)
Basic Region (ITL 2)
TLH3 Essex
Small Region (ITL 3)
TLH31 Southend-on-Sea
Delivery Location
Not specified
Local Authority
Southend-on-Sea
Electoral Ward
Victoria
Westminster Constituency
Southend East and Rochford

Supplier Information

Number of Suppliers
1
Supplier Name

Atos IT Services UK Limited

Further Information

Open Contracting Data Standard (OCDS)

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