An American web hosting giant bought the Bulgarian IT company NitroPack

The US web hosting giant WP Engine has bought the Bulgarian developer of website acceleration products – NitroPack. This was announced officially by the two companies, without giving more details about the value of the deal.

The acquisition is more than a business transaction – it's a strategic move that accelerates our collective vision for a faster network at scale," the Bulgarian company wrote.

NitroPack improves Google PageSpeed ​​scores and makes websites faster. Integration with the Google PSI tool allows the software to analyze and optimize website resources so that pages always load quickly.

With the acquisition, WP Engine will extend its leadership in managed WordPress website performance, helping more users improve their website’s performance and deliver a better visitor experience.

With an installed base spanning more than 219,000 websites, NitroPack meets the critical need for a complete website performance solution.

NitroPack exemplifies the technical ingenuity and performance optimization needed to meet today's online demands,” said WP Engine Chairwoman and CEO Heather Brunner.

"This single solution can replace multiple optimization tools, and hundreds of thousands of users have discovered its powerful combination of advanced performance improvements and ease of use."

New company

The co-founders of NitroPack, Georgi Petrov and Mihail Stoychev, will leave the company, embarking on a new venture, adds the press release.

Staying true to our vision for a faster web, Mihail and I will embark on a new venture dedicated to user optimization," says Petrov.

The new company's focus will be on linking web performance directly to tangible business results, recognizing that a fast website is a means to greater business success.

One of the standout innovations from the new venture is AI for web navigation, presented at Google I/O 2024. Navigation AI represents a significant leap in web optimization technology, using advanced machine learning algorithms to predict user behavior and optimize website navigation paths in real-time. This improves user experience, engagement and conversion rates.

This is WP Engine's eighth acquisition since its founding in 2010.

Translated by Tzvetozar Vincent Iolov