You don’t really understand a year until you look at what actually changed.
From the start of 2026, it’s clear that 2025 was a year where many things came together at Prepr. Not in one moment, but gradually, across product decisions, customer projects, partnerships, and the way teams worked together.
We shipped major updates, worked closely with customers and agencies, and saw Prepr used in more ambitious and demanding projects than before. At the same time, expectations around digital experiences continued to rise.
The market also changed. AI became part of everyday workflows. Personalization moved from “nice to have” to a clear requirement. More teams started looking for platforms that help them improve results, not just manage content. In that context, Prepr found its place.
This article looks back at the year through the people, products, partnerships, and milestones that shaped it. From product updates and customer success to market recognition and team moments, here’s what made 2025 a year of momentum for Prepr.
A message from our CEO: A year of validation and focus
“For a long time, Prepr was seen as a promising challenger. In 2025, that changed. We saw clear proof that our product is ready for scale, trusted by organizations with complex needs, and strong enough to support long-term growth. That validation, from customers, partners, and the market, was the most important outcome of the year.”
— Jouko Huismans, CEO at Prepr
Looking back at 2025, Prepr reached an important point of maturity. According to CEO Jouko Huismans, the key shift was not increased visibility, but proof and validation. In 2025, organizations such as Nedap, Mendix, and VDL chose Prepr for projects with complex digital requirements. Their trust confirmed that the platform is ready for scale and long-term use.
The same pattern was visible among agency partners. New collaborations with iO Digital, Happy Horizon, and Delaware brought Prepr into demanding, performance-driven projects, further strengthening its position in lead-generation and conversion-focused work.
From a product perspective, 2025 was Prepr’s strongest year to date. Improvements in visual editing, developer experience, AI-assisted content, and goal-driven features were shaped by close collaboration with customers and partners. Together, these updates marked a clear step into a new phase for the platform.
Behind those results was the Prepr team. The pace and consistency of delivery reached a new level in 2025, making it the most productive year in the company’s history.
A message from our CXO: A year at a higher altitude
“2025 felt like reaching a new altitude. It reminds me of hiking a mountain. The early stretch is slow. You keep moving, step by step, without knowing when the view will change. And then it does. You turn a corner and realise how far you’ve come. The air feels different. The horizon opens up. That’s how this year felt at Prepr. We didn’t just improve the product; we crossed into a new phase. Prepr grew from a promising idea into a clear, confident solution for modern lead-generation websites.”
— Bernard Jan Boekholt, CXO at Prepr
According to Bernard Jan, that moment of reaching a new altitude captures how Prepr evolved this year. The focus was no longer just on adding features, but on shaping a product that feels complete, confident, and ready for more demanding use cases.
That progress was visible across the platform. Improvements in visual editing, a smoother developer experience, AI-assisted content editing, and smarter goals were introduced throughout the year. Individually, these updates may have seemed incremental, but together they changed how Prepr feels and performs in day-to-day work.
The same sense of progress was reflected beyond the product. Prepr worked closely with leading agencies, supported ambitious lead-generation projects, and earned recognition as a G2 Leader in headless CMS. For Bernard Jan, that external validation matched what the team was already experiencing internally.
While there is no sense of having “arrived,” the view has clearly changed. Prepr enters 2026 from a stronger position, with a clearer path ahead and growing confidence among customers, partners, and the team itself.
Most significant product updates
Below you’ll find our most significant product updates from 2025. This year was all about making Prepr more powerful and more intuitive, for marketers, editors, developers, and project teams alike. Across the platform, we focused on reducing friction, improving clarity, and giving teams more control without adding complexity.
Many of these updates were driven directly by real-world usage and close collaboration with our customers. Through ongoing conversations, feature testing, and hands-on feedback from agencies and in-house teams, we continued to refine how Prepr supports modern content workflows, from personalization and experimentation to scalable development and integrations.
Alongside these major releases, we also made steady improvements to performance, usability, and documentation, ensuring teams can move faster with confidence. The result is a more flexible platform that supports experimentation, collaboration, and long-term growth, both during launch and well beyond it.
Below is a selection of the most impactful updates we shipped in 2025, grouped by the teams they benefit most.
Adaptive content & A/B testing:
Content editor experience:
Developer experience:
Particularly interesting for product owners and project leaders:
- The Dealfront (Leadfeeder), Snitcher and Zapier integrations
- The new Form field
- The BigCommerce and Shopify integrations
- Custom workflow stages
Recognized as a G2 Leader in Headless CMS
One of the most important milestones of 2025 was Prepr being named a G2 Leader in Headless CMS. This recognition is based entirely on verified customer reviews and reflects both strong user satisfaction and a growing market presence.
Moving from High Performer to Leader marked a clear step forward. It showed that Prepr is no longer just appreciated by early adopters, but trusted by a broader group of teams running real, high-stakes projects. For us, that trust matters more than the badge itself.
A big part of that recognition came from what users value most in Prepr: built-in personalization. G2 reviewers consistently highlight how Prepr helps teams create adaptive, high-performing lead-generation websites without relying on extra tools or complex setups. Personalization has been part of the platform from the start, and in 2025, it became one of the clearest reasons teams choose Prepr.
Support also played a key role. Prepr maintained a 96% quality of support score on G2, well above the category average. Agencies and teams value fast responses, clear guidance, and direct access to people who understand their setup. That close collaboration remains a core part of how we work.
Becoming a G2 Leader is a milestone, not an endpoint. It confirms we’re on the right track, while setting a higher bar for what comes next.
+15% engagement and +11% CTR: case studies from 2025 that show real impact
In 2025, several customer projects clearly showed what happens when content, data, and experimentation come together. Two examples stand out for how directly they connect Prepr’s capabilities to measurable results.
At DokterOnline, personalization became a way to build trust in a sensitive medical context. By adapting homepage content to visitor behavior, the team created more relevant journeys. The result was a 15% increase in engagement, with click-through rates rising 50–100% on personalized components, and a significant increase in pages per session.
At 1Almere, a local news platform, the impact came from simplicity. By A/B testing article headlines, the editorial team learned how small wording changes affect reader behavior. One headline test alone led to an 11% increase in clicks, helping the newsroom turn intuition into learning and build a habit of continuous improvement.
Together, these cases show how small, focused changes can lead to measurable improvements.
The CMS market map: Bringing structure to CMS choices
In 2025, we published The CMS Market Map, a practical guide designed to help teams make sense of an increasingly fragmented CMS market. The guide was created in response to a simple reality: choosing the right CMS has become harder, not easier, as projects grow more complex and expectations continue to rise.
The Market Map is built around two forces that reshaped the CMS space over the past few years: the rise of composable architecture and the growing demand for data-driven optimization. Together, these shifts explain why traditional, all-in-one systems often fall short, and why new CMS categories have emerged to support modern digital teams.
To bring structure to this complexity, the Market Map outlines five distinct CMS categories, based on real project needs rather than feature lists. It shows how different platforms align with different website types and how project size and complexity influence the right choice.
Within this framework, Prepr is positioned in the category of data-driven headless CMSs, combining headless flexibility with built-in personalization, A/B testing, and performance insights. This category reflects a broader market shift toward CMSs that don’t just manage content, but actively support learning and optimization.
The Personalization Planner: making personalization easier to start
In 2025, we introduced the Personalization Planner to lower the barrier to getting started with website personalization.
While personalization has become essential for improving engagement and conversions, many teams still hesitate to use it. Not because they doubt the value, but because they don’t know where to begin. The Personalization Planner was created to solve that exact problem.
In just one minute, the tool gives teams concrete ideas based on their own website. By entering a URL, users receive suggested audience segments and examples of how key components, such as hero sections, featured content, and CTAs, could adapt to different visitors.
The planner helps turn personalization from something that feels complex into something teams can actually act on.
Celebrating new partners joining the Prepr family
In 2025, we were excited to welcome a number of new partners to the Prepr family. Collaborating with such talented agencies and earning their trust, is something we truly value. Each partnership represents shared ambition, openness, and a commitment to building great digital experiences together.
Expanding our partner network has been an important part of our growth this year, and we’re proud of the collaborations that have already taken shape, with many more exciting projects ahead in 2026. 😍
A warm welcome to iO, Solvy, DotControl, Partout, Happy Horizon, Delaware, Enrise, Goldfizh, Aviva Solutions, Eagerly, Trivident, Ikius, Wirelab, Macaw, and Incentro.
And of course, a heartfelt thank you to all of our existing partners. Your continued trust and collaboration are a big part of what makes Prepr what it is today. 🤝
A team event that showed the strength of our connection
In 2025, we had several team outings, but one day truly stood out: a golf driving range afternoon followed by dinner. Not because of the activity itself, but because of everything it represented.
Despite nationwide train strikes, long detours, and complicated travel routes, everyone showed up. Colleagues coordinated carpools, shared rides across borders, and found creative ways to make it work. It took effort, but no one wanted to miss out. 🏌🏻♂️
The day itself was filled with laughs, friendly competition, and moments where collaboration mattered more than performance. Whether it was cheering each other on during the games or unwinding together over dinner afterward, it showed how strongly we value connection beyond day-to-day work.
It was one of those days that reminds you how valuable it is to step away from work, spend time together, and simply enjoy each other’s company, even when getting there takes a bit of extra effort. 💜
Team moments: Prepr Wrapped 2025
Not everything that defines a year shows up in roadmaps or release notes. Some things are better captured in moments, habits, and shared routines. 2025 was the year our team shipped, sprinted, scheduled, rescheduled, caffeinated, campaigned, designed, debugged and somehow made it all look effortless.
From features flying out the door to record-breaking campaigns, lightning-fast Slack replies, countless coffees, meetings about meetings, and a few heroic moments on public transport… this year was full of energy, teamwork, and a lot of good laughs.
Every stat in this Wrapped says the same thing: 💜 Prepr runs on people.
On the talent, dedication, and humor of a team that shows up every day ready to build something better.
Here’s to an unforgettable 2025 and an even sharper 2026.
Let’s do it all again (maybe with fewer meetings).
On to 2026
Looking back, 2025 stands out not because of one single launch or milestone, but because of how much came together. The product became more complete, the projects more ambitious, and the conversations with customers and partners more grounded in real outcomes.
That combination is what makes the year easy to build on. The questions for 2026 are no longer about direction, but about depth: how to take what’s working and apply it more consistently, more widely, and with more focus.
With that perspective, we step into the new year ready to keep building, learning from what worked, adjusting where needed, and continuing the work with the same people who helped shape the year behind us.
