Transforming Experimentation into Confident Business Decisions
We believe experimentation deserves to be more than just another tool—it should be the backbone of confident strategic decisions. This is our vision for transforming how organizations learn, decide, and grow.
"Since founding this company in 2015, I've worked with hundreds of organizations and witnessed the same pattern: brilliant experimentation teams struggling with fragmented systems that prevent real learning.
Efestra represents our evolution from Effective Experiments—it's the platform we've been building toward all along, one that transforms experimentation from isolated tests into the foundation of confident business decisions."
Manuel da Costa, Founder & CEO
Closing the Trust Gap
There is a big disconnect between promising test results and actual business outcomes creates a fundamental trust gap that undermines experimentation's strategic value.
Our Mission
To empower organizations to make confident, accountable decisions through trustworthy experimentation systems.
Our Vision
A world where experimentation is not siloed or tactical, but embedded into strategic decision-making across the enterprise.
"We're transforming experimentation from a technical activity into a strategic business capability by providing the governance framework that completes the learning loop."
The Learning Loop
Our Guiding Priciples
These principles guide everything we do as we work to transform experimentation into a strategic capability.
Truth in data
We believe that experimentation must be rooted in methodological rigor and statistical validity. Without this foundation, no amount of governance can create truly reliable outcomes. We are uncompromising in our commitment to data quality and interpretation integrity.
Transparency
Effective experimentation requires complete visibility. Into methodologies, results, implementations, and impacts. We believe in making the invisible visible, bringing experiment decisions and outcomes into the light where they can be properly evaluated and learned from.
Accountability
Tests without implementation create no value. Predictions without verification create no learning. We believe in closing the loop through clear accountability for actions taken based on experimental results, and systematic validation of outcomes against expectations.
Continuous Learning
Individual experiments create point-in-time insights. True value comes from connected learning across experiments that builds an ever-growing body of institutional knowledge. We believe in turning individual tests into organizational intelligence.
Simplicity With Substance
Governance doesn't have to mean bureaucracy. We believe in creating frameworks that provide structure without stifling innovation—lightweight processes that elevate rather than restrict, and insights that are accessible to all stakeholders, not just technical specialists.
Strategic Impact
We believe in elevating experiments from isolated optimization activities to key inputs for organizational strategy. True experimentation value comes when insights directly influence business direction, resource allocation, and long-term planning.
From Effective Experiments to Efestra
Over 10+ years working with organizations to make experimentation a key competitive advantage, we started out as Effective Experiments in 2014
Join Our Mission
Today's organizations face unprecedented pressure to make better decisions faster with limited resources. The gap between digital experimentation and strategic impact remains vast for most companies. Together, we can change this reality.