This startup uses AI to automate A/B test coding for marketers

This article is a part of Startup Spotlight, a series that features young, up-and-coming startups.

Photo credit: Timmy Loen

When Google Optimize shut down in 2023, marketing teams scrambled for alternatives to the split-testing tool. Mida.so emerged to fill that gap. Founders Donald Ng and Li Rou Chua initially focused on easy test setup. A visit to a UK customer changed their perspective entirely.

The client explained that engineering backlogs delayed tests by months. This insight revealed that building variants was the actual bottleneck, so the founders pivoted to solve variant creation rather than just test management.

😟 Problem

Marketing teams often struggle to run A/B tests despite knowing their value. Developers must build every variant, causing experiments to sit in engineering backlogs for months. There are other issues:

• Most teams only launch 1–2 tests per month.
• High-velocity testing (15+ per month) is required for significant growth.
• Lean SaaS and ecommerce teams feel this pain most acutely.

💡 Solution

Mida uses generative AI to remove the developer requirement from experimentation. Marketers describe changes via a chat interface to generate production-ready variants. On the platform:

• Users issue commands like “make the nav bar sticky” or “add a discount badge.”
• The system builds the variant immediately for review and launch.
• This process replaces days of engineering work with minutes of interaction.

Image credit: Mida.so

📊 Market size

The company targets 150,000 SaaS and ecommerce marketing teams globally. Roughly 30,000 of these currently prioritize experimentation.

• Average revenue per user sits at US$300 per month.
• Capturing 2% of the reachable market yields a potential US$2.16 million annual recurring revenue.
• This calculation excludes adjacent markets like agencies or product teams.

🤝 Team

• Donald Ng (Co-founder, product and engineering) built the platform end-to-end. He specializes in front-end engineering and AI-driven development.
• Li Rou Chua (Co-founder, customer, accounts and commercial) manages agency partnerships and commercial operations. Her background focuses on translating user feedback into product direction.

🚀 Traction

• Current annual recurring revenue stands at US$300,000.
• Growth averages 15% month-over-month.
• The platform sees 6,000 monthly visitors converting to 300 signups.
• Paid user churn remains low at approximately 4%.
• Global agencies in the UK, US, and Germany use the tool for client accounts.

🏆 Competition

💰 Financials