One Website - Different Audiences
Today's featured startup is building technology that adapts website messaging to different roles, industries, and intents — without changing the site itself
Project Overview
The core problem with most websites is painfully simple — around 98% of traffic never converts.
98% of visitors to e-commerce sites don’t make a purchase.
98% of users visiting SaaS websites don’t even sign up.
And this pattern repeats across almost every type of product.
According to today’s featured startup, one of the main reasons is that every website looks exactly the same to every visitor — whether it’s the founder of a tiny startup or the CEO of a Fortune 500 company. When a website tries to speak to everyone using the same generic language, it usually ends up being ignored by everyone.
To address this, Kenobi built a tool that allows websites to adapt their messaging to each individual visitor — replacing broad, generic copy with more specific language that has a much higher chance of resonating.
All a website owner needs to do is insert a small JavaScript snippet that connects the site to the Kenobi platform. No redesigns, no extra databases, and no additional software.
Kenobi describes the personalization as automatic — although that’s only partially true. After the script is installed, a small personalization window appears at the top of the site, prompting visitors to enter their company name or website URL. Once this information is provided, Kenobi automatically rewrites the page so it better reflects the visitor’s industry, stage, and context.
In the example above, Kenobi personalized its own website for a visitor from fastfounder.ru
The original headline “We personalize your website for every visitor” became “We show each visitor startups they’ll care about,” with a new subheading: “Adapt your content, trends, and recommendations for every entrepreneur, investor, or founder — based on their industry, stage, and interests.”
According to Kenobi, visitors who complete the personalization step spend 3× more time on the site and convert 2× better than those who don’t.
Additionally, the website owner receives a notification for every personalization event, including the visitor’s company name and website — making it easy to continue the conversation outside the site.
The founders went through Y Combinator (Winter 2022), but publicly announced Kenobi only a few days ago.
The delay is explained by their previous focus: for four years, the team was building a donation platform called Verdn. Only this May did they pivot fully to Kenobi.
Initially, Kenobi was designed for sales teams — automatically generating personalized landing pages for each prospect and sending those instead of a generic, one-size-fits-all website.
Once the founders refined their AI engine to produce high-quality pages at speed, they extended the same technology to personalize websites for inbound visitors.
In the future, Kenobi may learn to automatically enrich data about anonymous visitors — potentially identifying their company websites — enabling fully automatic personalization without any manual input.
What’s the Gist?
Kenobi is part of a much broader shift toward automatic personalization.
Some tools, like Infiniti, approach personalization from a growth and experimentation perspective — helping teams understand who is coming to their site and why, and then iteratively adapt messaging, funnels, and user journeys based on real behavioral signals. Instead of guessing what might work for different audiences, these platforms allow teams to continuously test, measure, and refine personalization strategies — turning abstract intent into measurable conversion improvements.
Another startup in this space, Fibr (previously reviewed), has already raised $3.8 million. Its platform goes further by adapting pages based on how a visitor found the site — search queries, ad copy, geographic location, or even the number of previous visits.
As a result, Fibr reduced bounce rates by 10% and lowered customer acquisition costs by 30%.
Personalization, however, shouldn’t stop at website copy.
For example, Supersonik (previously reviewed) raised €4.2 million in September for a platform that generates real-time personalized demos for SaaS products. These demos show each visitor how the product would work specifically for their role, industry, and tasks.
The homepage is only the first major conversion cliff. The second — just as steep — appears on checkout and payment pages, whether for SaaS subscriptions or e-commerce purchases.
According to PrettyDamnQuick (previously reviewed), one of the main reasons for drop-offs at this stage is the same problem: a single checkout flow simply doesn’t fit all types of buyers.
PrettyDamnQuick built a platform that personalizes checkout pages for Shopify stores. After implementation, purchase conversion increased by 17%, while average order value grew by 19%. The startup has raised $38 million, including $25 million earlier this year.
Another player, Helium (previously reviewed), focuses on personalizing payment pages for mobile apps and web services. The company has raised $7.9 million, with $5.4 million raised this August.
One of Helium’s customers reported a 77% increase in subscription sign-ups after adopting the platform.
Some platforms rely on automated personalization, others focus on manual experimentation. In practice, these approaches are converging. Manual experiments will increasingly be run by AI, while automated systems will still allow teams to adjust the rules.
At a high level, it’s all the same trend — just at different stages of evolution.
Key Takeaways
The pattern is clear: websites and applications are becoming automatically personalized for each individual visitor.
Today, teams usually start by building a generalized version of a site or app, which is then adapted using personalization tools.
That raises a logical question:
Why build a generic version at all?
If personalization is inevitable, even the initial version should be generated automatically — based on predefined rules, knowledge, and target metrics.
This leads to the idea that the “ideal” future platform for building websites and applications won’t be a static page builder. Instead, it will function as a knowledge base combined with rules and performance goals, allowing a CMS to generate pages dynamically for each visitor.
Such a system would track performance continuously, run experiments, and expand its knowledge base with new rules — steadily improving how pages are generated to optimize key metrics.
From this perspective, today’s personalization tools look like a transitional step toward that ideal platform.
Which means the most promising direction forward is building exactly that platform.
Early versions can already be created today — the necessary building blocks are here. As AI advances, these systems will only improve, eventually replacing the tools used to build websites and applications now.
So the final question is simple:
Do you have the ambition and capability to build such a platform — even if it starts with a narrow category of sites or apps instead of a universal solution?
What category would you choose?
Which building blocks would you need?
And how quickly could you assemble them into something that actually works?
Company Info
Kenobi
Website: kenobi.ai
Total Funding: $500K across 1 round