About
We've built this from the inside
Confidently was founded by experimentation practitioners who have spent years building, leading and scaling experimentation inside large digital organisations.
Experimentation is rarely difficult because teams lack theory. The harder challenge is making it work in practice: building trust in measurement, aligning stakeholders, securing delivery capacity, setting clear standards and turning individual experiments into shared learning.
We have worked through those challenges ourselves.
Our role is not to replace your internal team. It is to make them stronger.
We help organisations build the systems, skills and standards that make experimentation repeatable in-house, transferring capability as we go.
Experience that translates into capability
We've spent years building and leading experimentation inside complex organisations. We bring that practical experience into every engagement, helping teams build stronger systems, better decision-making and capability that lasts.
Enterprise experience
Years spent building and operating experimentation within complex digital organisations.
Practitioner-led
Advice grounded in delivery experience, not just frameworks or theory.
Built for in-house teams
We design capability to stay inside the organisation, reducing long-term dependency.
Commercially grounded
Experimentation connected to real customer, product and growth decisions.
AI-enabled
Modern workflows that help teams capture knowledge, accelerate execution and scale good practice.
Built to work globally
Confidently is remote-first by design.
Experimentation is a specialist discipline, and strong practitioners are not all in one place. We build our team around capability and experience, not geography.
Our founders are based in New Zealand with a team enabled globally.
Tracey Reed
Co-founder
Tracey is an experimentation and digital product leader with experience building and scaling experimentation inside large, complex organisations.
Her work spans digital commerce, product optimisation, personalisation, analytics and AI-enabled decision-making, with a focus on turning experimentation into a practical organisational capability rather than a standalone CRO activity.
She brings first-hand experience of the realities that determine whether experimentation works at scale: measurement, governance, stakeholder alignment, delivery capacity and capability building.
Cornelius Boertjens
Co-founder
Cornelius is an experimentation practitioner, consultant and educator with deep experience helping organisations improve digital performance and build stronger experimentation capability.
He has built and led an experimentation agency, created and delivered CRO training, and worked with teams to turn experimentation theory into repeatable practice.
His strength is combining commercial optimisation with practical frameworks, coaching and capability transfer, helping organisations build experimentation programs that are more effective, more consistent and less dependent on external expertise.
Technology agnostic. Platform experienced.
We work across the experimentation and analytics ecosystem, with hands-on experience across leading platforms.
We start with the capability your organisation needs, then identify the technology, data and workflows that best support it. The platform should support the practice, not define it.
We also maintain partnerships across the ecosystem, including Amplitude, VWO, AB Tasty and Google, giving our clients access to platform expertise support and broader industry capability when it adds value.
Not sure what your experimentation program needs next?
A short working session to understand where you are today, where the biggest gaps may be and what to prioritise next.
We'll give you an initial view of whether the need is strategy, delivery support or capability building, and whether Confidently is the right fit to help
Best suited to organisations with established digital teams, active customer journeys and a genuine ambition to improve or scale experimentation.