The Icelandic Founder Who Built the B2B Website That Drives Itself
Ómar Thor Ómarsson spent years as a CMO and agency director watching great B2B companies stay invisible online. He built Optise, the world's first self-driving B2B website platform, to fix that.
Ómar Thor Ómarsson spent years as a CMO and B2B agency director in Iceland watching startups burn through their budgets building great products that nobody could find, because their websites were invisible, unconvincing, and impossible to improve without a developer or an expensive agency. He built Optise, the world's first self-driving B2B website platform, to close that gap. The platform analyzes your site, tells you what to fix, and then fixes it automatically.
He hated banking, loved marketing, and never looked back
Ómar grew up in Reykjavik, the second youngest of four, with two older brothers who toughened him up and taught him the ropes. He played sports, loved music, and trained as a financial engineer before starting his career in banking and hating it. He escaped to Deloitte in Zurich, where every minute was accounted for, and the work ground him down. He knew he needed out. When a role opened at what would become Iceland's leading SaaS company, he snuck away on a fake sick day, flew home to interview, and got the job.
That U-turn into marketing turned out to be the foundation of everything. He became CMO of a 150-person software company selling to banks across seven countries, and he quickly noticed something that would follow him for the next decade. Ninety-five percent of their leads came through the website, and nobody, not the agencies, not the tools, not the developers, could tell him how to make it perform better. He tried everything. He found nothing that felt like an answer.
The same problem, a hundred companies in a row
When Ómar left to run a B2B marketing agency in Reykjavik, he worked with over a hundred companies across Iceland and Europe. The problem was the same everywhere. Everyone knew the website was their most important revenue channel. Nobody had a system for improving it. "We don't have a clue about how to optimize it so it delivers the best results," he heard, over and over, from marketing teams that were capable, overstretched, and stuck in dev queues they couldn't control.
What he saw, behind all of it, was a category built for the wrong goal. The DIY platforms like Webflow and Framer were design tools that left you stranded after launch. The legacy CMS platforms were clunky, expensive, and slow to change. Agencies handed over a finished website and walked away. Nobody was focused on continuous improvement, on the thousands of small iterations that compound over time into traffic, leads, and customers. "I look at it like a machine which has a ton of different parts," he says. The design is just lipstick on the front.
Optise started as an analytics platform. Customers liked the data it produced and appreciated the recommendations. Then the feedback came back, consistent and clear. The advice was good, and they had no time to act on it. That response told Ómar where the real problem lived. The bottleneck was never knowledge but execution, so he built the second layer, a platform that doesn't just identify what to improve, it makes the improvement for you. Broken links, missing pages, weak meta tags, and content gaps are all flagged by the platform, which proposes fixes and automatically ships the changes when the owner clicks yes.
The tool he spent a decade not finding
What drives Ómar is the image he kept seeing at the agency. Brilliant startups with innovative products, invisible online, burning through runway because their website wasn't working, and they didn't know how to fix it. He wants to hand those companies back control, so that the website stops being a source of internal conflict and dependency on outside help and becomes the thing that brings in customers on its own.
Backed by a $2.2 million pre-seed from Frumtak Ventures and working with twenty-four paying customers, Optise is expanding across the Nordics and into Western Europe and North America. Ómar is building toward the company that owns the category nobody else has claimed, the B2B website that drives itself.
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