Since 2015
Our Story
From pioneering experiment management to transforming how organizations govern and scale their experimentation programs
"Efestra represents the platform we've been building toward since 2015 - one that elevates experimentation from a tactical activity to a strategic capability where experiments become the foundation of confident, evidence-based decision-making"
Manuel da Costa / Founder & CEO
Our Evolution From 2015 to Now
The evolution from Effective Experiments to Efestra represents our journey from tactical tool to strategic platform.
The Origins : Bringing Order To Chaos
In 2015, we witnessed a startling pattern across experimentation teams worldwide. Brilliant specialists were running sophisticated tests, yet most couldn't tell you what experiments they'd run last quarter or what they'd learned. Tests were tracked in spreadsheets, if at all. Insights vanished once experiments concluded.
We created Effective Experiments to solve this fundamental problem: giving teams a central place to document experiments and their outcomes. For the first time, experimentation became visible within organizations.
March 2015
Pioneering Experimentation Operations
As adoption grew, we discovered that the most successful organizations weren't just using our platform as a repository. They were using it as an operational bridge, connecting technical experimentation work with strategic business needs. We introduced governance features that transformed how teams operated: workflows that connected experiments to business objectives, implementation tracking, and insight preservation systems.
2015-2020
The Trust Gap Realization
After working with hundreds of programs, we identified a critical disconnect: the "Trust Gap" between promising test results and leadership confidence to act on them. Tests showed improvements that were never implemented. Leadership questioned experimentation's business relevance. We realized the industry was treating symptoms by running more tests, but not addressing the fundamental problem: the lack of governance connecting experimentation to strategic decision-making.
2020
The Evolution to Efestra
Efestra represents everything we've learned over a decade. It's not just a rebrand, it's a fundamental shift in how we position experimentation value within organizations. From test tracking to decision governance. From practitioner tool to leadership capability. From activity metrics to business impact. This is the platform we've been building toward since 2015.
June 2025
The Future We're Building
We're building a future where experimentation isn't just another digital function but the foundation of confident, evidence-based decision-making at every level. That's the promise of Efestra—and the culmination of our journey from bringing order to experimentation chaos to enabling true experimentation governance.
2025 and beyond
Ready to close your Experimentation Trust Gap?
