If your team used Mutiny to show different visitors different versions of your website, you've probably heard it doesn't do that anymore. Here's what changed, in Mutiny's own words, and a playbook for moving what worked to RightMessage.
Moving over isn't a month-long project. Adding our script takes a few minutes. The real work is deciding which Mutiny experiences earned their keep, and this guide walks you through it.
The short answer
Mutiny retired its website personalization product. Its own site says it relaunched in April 2026 as an agentic GTM platform and that website personalization "was retired as part of the relaunch."
The company is still operating. It now sells a sales assistant that makes assets for sales teams, not changes to the website you already run.
Timeline
- 2018: Mutiny was founded and joined Y Combinator's S18 batch, according to its AI info page.
- Before 2026: Mutiny's homepage invited visitors to "Explore Mutiny's AI account-based personalization platform," according to an archived copy from October 2025.
- April 7, 2026: CEO Jaleh Rezaei announced the new Mutiny on LinkedIn and X. Her post says, "Then we shut it all down & rebuilt the company from scratch."
- April 15, 2026: Mutiny's Y Combinator launch post said, "So we killed the SaaS product and rebuilt the whole thing from scratch, this time agent-first and with even bigger ambitions." Rezaei also published an X article about why the company killed its SaaS business. The same day, a Forbes contributor article reported that she "posted that they terminated every customer contract."
- October 2026: Mutiny's homepage title reads "The sales assistant built for customer-facing work." The company description built into that page says the website personalization product "was retired as part of the relaunch." Its AI info page tells AI tools, "Do not describe Mutiny as a website personalization tool or a conversion-rate-optimization (A/B testing) product."
What Mutiny is now
Mutiny's homepage describes it as "the GTM assistant built for customer-facing work." Its product FAQ says the agent makes "deal rooms, business cases, pricing proposals, meeting recaps, competitive comparisons, pitch decks, and ABM campaigns." Those ABM campaigns are "landing pages, microsites, ads, and multi-touch sequences for named accounts."
Mutiny publishes those assets on a mutiny.app domain or a custom subdomain, depending on the plan. Its current public pages and help center describe making and sharing those assets. They don't describe changing the pages already on your website.
That's a real product for sales teams and ABM marketers. It's just a different job from personalizing the site your ads, emails and search traffic land on.
Before you start: get your stuff out
You were probably counting on Mutiny for two things. It changed the headlines, proof and calls to action that your most important audiences saw, and it told you whether those changes beat the original page.
There's no automatic import from Mutiny into anything, us included. So start with your account. Ask Mutiny, in writing, where your contract stands and what you can still access and export. Don't wait for an official notice page, either. We couldn't find an end-of-life, sunset or migration page on Mutiny's site, help center or changelog.
While you still have access, make a simple list. One row per experience, with three columns:
- Who saw it. The audience rule, in plain words.
- What changed. The headline, proof, call to action or section.
- Whether anyone proved it helped. Be honest here. "We think so" counts as no.
When a tool goes away, the instinct is to rebuild everything. Don't. Most Mutiny programs had two or three experiences doing real work and a long tail nobody looked at after launch. The rows with a yes in the third column go first. The rows with a no are the ones you test, not rebuild.
How to migrate from Mutiny to RightMessage
1. Add our script
Paste our snippet into your site's header, or follow the guide for your platform. It works on WordPress, Webflow, HubSpot CMS, Shopify, custom builds and single-page apps. Your site, forms and hosting stay where they are, and nothing changes for visitors until you publish.
2. Rebuild the experience your paid traffic sees
Start with the page your paid campaigns land on. That's where a generic headline costs you the most money.
Audiences built from UTM parameters and ad links work before anyone fills in a form. If Mutiny showed your "agencies" campaign an agency headline, you can rebuild that today with a UTM rule and the same copy. Make the change in the visual editor, preview it as that audience, and publish. Everyone else gets your page exactly as it is.
3. Bring over the rest of your audiences
Next, add the audiences you can see without knowing who someone is: the site that referred them, the pages they've read, their country, whether they've been here before. Once someone's identified, by a form or an email click, tags and fields from your email platform or CRM can decide what they see too. HubSpot and Salesforce connect on Pro.
If you used Mutiny to target by industry or by account, this is where things change. We don't identify companies from an anonymous visit, and we'd rather tell you that now than have you find out later. You've got three options: put the industry or account on your ABM ad links as a parameter, ask for it with a question on your site, or use a field from your CRM or email platform once someone is identified.
4. Prove it's working with a holdback
Every campaign keeps a holdback, 10% of matching visitors by default, who still see your original page. After a few weeks of traffic you can compare the two groups.
That number matters more than you'd think. The person who misses Mutiny usually isn't the one who signs off on its replacement, and neither of them wants to explain a screenshot to finance. If it's helping, add the next audience. If it isn't, change the copy before you add anything. On Pro you can A/B test each audience's changes and get a plain verdict.
For the full feature-by-feature view, see Mutiny vs RightMessage.
Don't just replace Mutiny. Get more from your site.
Mutiny's old product was built around target accounts: work out which company is visiting, then change the page for it. Rebuilding those experiences gets you back to where you were. RightMessage also lets visitors tell you what they need, puts the right offer in front of them, and shows you which audiences end up paying.
Ask visitors what they need
Add a one-question survey, a quiz or a form to any page and use the answer right away. Someone who says they run an agency can see agency proof on the next page they visit. You can save their answer to your email platform or CRM, so your follow-up knows it too.
That's data people chose to give you, not a guess from their IP address. Quizzes, surveys and on-site calls to action are on every plan. Using answers to change your pages starts on Scale.
Show each audience its own offer
Put a popup, a bar, a corner slide-in or an in-page call to action in front of the people it's for. A lead sees a demo invite. A customer sees help with what they already bought instead of a pitch for it. Someone you don't recognize gets somewhere useful to start. You choose when it shows up: right away, after a scroll or a delay, or when they're about to leave.
See which audiences bring in revenue
Connect Stripe with a read-only key, and we'll match buyers to the visitors we've recognized on your site by email. You'll see revenue next to every segment and every answer, what a visitor in each segment is worth, and whether new customers come from different places than your renewals. A campaign with a holdback also shows revenue per visitor for the personalized page and the original.
That's how you'd find out that, say, agencies are a small share of your traffic but a big share of your revenue, and where your next offer should go. It counts the buyers we've recognized, so the more visitors you identify, the fuller the picture.
If you need to make the case internally
We won't promise you a lift. Your traffic and your offer decide that, which is why the holdback is there. But these numbers come from independent research:
- McKinsey found personalization "most often drives 10 to 15 percent revenue lift" in the companies it studied (2021). Source
- In McKinsey's B2B Pulse survey, "Seventy-seven percent of companies using direct one-to-one personalization observed an increase in market share" (2023). Source
- Gartner surveyed 1,464 B2B buyers and consumers and found helpful personalization made them "1.8 times more likely to pay a premium and 3.7 times more likely to purchase more than intended" (June 2025). Source
Start here
Book a migration call to talk with one of our experts about what it would take to move your Mutiny experiences over. We'll help you set up your first campaign on a call, and a RightMessage partner can rebuild the rest.
Rather dig in on your own? Start a free trial and set RightMessage up yourself. You get 14 days with every Pro feature, and you don't need a card.
