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Taplytics
Taplytics — Toronto-based product experimentation platform acquired by Devon Way in 2021, founded by Aaron Glazer, Cobi Druxerman and Andrew Norris.
Taplytics
Taplytics launched in 2011 after founders Aaron Glazer, Cobi Druxerman and Andrew Norris met at the University of Toronto and later completed the Y Combinator program. The company originally focused on A/B testing and feature flagging for mobile apps, eventually broadening into a full-stack product experimentation platform. Its tools help product teams deploy and test features with granular user targeting, using machine learning to optimize outcomes. Wealth origin for the principals traces to the secondary sale of their equity stake rather than inherited capital — Devon Way acquired the company outright, converting founder equity into realized liquidity. The platform spans feature flags, no-code visual A/B testing, push notification optimization, and AI-powered personalization engines. It serves both native mobile and web environments, with early adopters spanning fast-moving consumer apps and digital retail. Post-acquisition, the firm operates as a portfolio company under Devon Way Technologies — a permanent-hold private equity vehicle backed by Kennet Partners and other institutional investors — rather than an independent venture-backed startup. The platform's machine learning layer automates experiment analysis, making it accessible to mid-market product teams that lack dedicated data science resources. The acquisition by Devon Way in 2021 marked the transition from venture-funded startup to portfolio operating asset. Original investors included Y Combinator, Montage Ventures, and BDC Capital. Prior to the sale, Taplytics had raised approximately $10 million in seed and Series A rounds. The team size post-acquisition has not been publicly disclosed. The transaction collapsed the independent cap table into a single shareholder, simplifying governance but making direct headcount comparisons to the venture era unreliable. Taplytics represents a structural pattern increasingly common among Canadian enterprise software exits: venture-funded companies built on recurring revenue acquired by permanent-hold vehicles that avoid the traditional 3-to-5-year PE flip. Devon Way's indefinite hold period changes the risk profile for clients evaluating vendor stability — Taplytics does not face the same exit pressure as a VC-backed competitor, but also lacks the public reporting obligations of a listed firm. This configuration makes its long-term product roadmap less visible to external allocators than a listed peer like Amplitude or a late-stage private company like LaunchDarkly.
General information
Firm type
Asset Manager
Year founded
2011
AUM
Undisclosed
Location
Region
North America
Country
Canada
City
Toronto
Corporate office
Toronto, ON, Canada
Principals
Aaron Glazer
Co-Founder & CEO
Cobi Druxerman
Co-Founder
Andrew Norris
Co-Founder
Sector focus
Frequently asked questions
Who runs investment decisions at Taplytics?
Since Devon Way Technologies acquired Taplytics in 2021, strategic capital allocation decisions sit with the Devon Way principals — not the original founders. Aaron Glazer, Cobi Druxerman and Andrew Norris remain involved in company operations post-acquisition, but the firm does not deploy capital externally as a family office or investment manager. Any investment activity would flow through Devon Way's aggregated portfolio strategy.
How does Taplytics source its product roadmap priorities?
The platform iterates based on direct customer usage patterns across its experimentation and feature management suite. Post-acquisition, Devon Way's permanent-hold structure allows longer product development cycles compared to venture-backed competitors. The firm serves a mix of mobile and web product teams, prioritizing features that reduce the technical lift required for A/B testing and personalization. No public data confirms a formal customer advisory board.
Is Taplytics structured as a family office or a technology company?
Taplytics is an enterprise software company, not a family office. It was founded as a venture-backed startup, later sold to a permanent-hold private equity vehicle. The founders' wealth originated from the sale of their equity stake, not from managing multi-generational family capital. The current structure is a wholly owned subsidiary of Devon Way Technologies, which is itself backed by institutional limited partners including Kennet Partners.
What investment stages does Taplytics target?
Taplytics does not make external investments. As an operating company, it consumes capital — for product development, go-to-market hiring, and infrastructure — rather than deploying it. Devon Way Technologies, the parent entity, targets acquisitions of B2B software companies with predictable recurring revenue; Taplytics was one such acquisition, not an investment vehicle itself.
Which sectors does Taplytics explicitly avoid?
The platform is purpose-built for digital product teams rather than physical operations or hard-asset industries. Sectors with minimal digital customer-facing products — heavy manufacturing, energy extraction, commercial real estate — fall outside its natural user base. It does not offer tools for industrial IoT experimentation or supply chain optimization, limiting its applicability outside consumer and enterprise software.
How is Taplytics related to Devon Way Technologies?
Devon Way Technologies acquired Taplytics outright in 2021, folding it into a portfolio that includes other B2B software assets. The parent entity operates as a permanent-hold company rather than a traditional private equity fund with a defined exit timeline. This structure means Taplytics has no independent equity narrative — its financials roll up into Devon Way's consolidated performance, and external allocators cannot invest in Taplytics directly.
Does Taplytics maintain a philanthropic structure?
No publicly disclosed philanthropic vehicle is associated with Taplytics. The company's post-acquisition structure under Devon Way centralizes governance, and the founders' personal charitable giving — if any — has not been attributed to a named foundation. Unlike some tech exits that spawn family offices with explicit philanthropic mandates, the Taplytics sale did not produce a visible family office vehicle.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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