Who created PersonalizeWP?

PersonalizeWP was created by Paul Halfpenny and Oliver Morrison, who also own and run a WordPress development agency called Filter.

Both Paul and Olly have worked together in digital agencies since 2006, delivered multiple projects on all types of CMS platforms, and for diverse clients such as JD Wetherspoon, Crystal Palace, Medivet and Royal Caribbean.

Paul takes the lead on delivering PersonalizeWP day-to-day and is responsible for the direction of the plugin, whilst Olly manages operations and finance.

The plugin made its debut at WordCamp Europe in Athens in 2023. The positive reception led to an investment from Emilia Capital in early 2024, bringing onboard WordPress veterans Joost de Valk and Marieke van de Rakt. Their involvement provided strategic guidance and helped shape the product’s roadmap.

Following its launch, PersonalizeWP gained traction within the WordPress community. The plugin has been recognized for its innovative approach to personalization, earning accolades such as the BIMA Gold Award for Enhancing WordPress Experience and a nomination for WooSeshie’s Extension of the Year.

In 2025, Filter decided to reacquire full ownership of PersonalizeWP, allowing for more focused development aligned with their vision. The team continues to enhance the plugin, with plans to introduce features like an A/B Testing block and an enterprise version tailored for high-traffic sites. These developments aim to provide users with more tools to create dynamic, personalized experiences.

You can find out more about the team and PersonalizeWP on our About page.