About Us

Blue Triangle helps online businesses optimize the critical moments in the customer journey where digital experience has the greatest impact on revenue.

Our platform combines real-time marketing analytics with best-in-class performance management to find these critical moments and identify page-level enhancements that will directly improve digital KPIs.

Blue Triangle was named a Gartner "Cool Vendor" in 2017 and is trusted by Fortune 500 companies in retail, travel and hospitality. The company was founded in 2011 and is headquartered in Richmond, VA.

About the Platform

The Blue Triangle Platform

Tag & Content

Analyze the performance and placement of all your first and third party content and elimate their risk to your security.


Visualize the journey your customers take to buy and discover where and why you’re losing customers along the way.

Digital Performance

Monitor web performance in real time and see where optimizations will bring you the most revenue.

Industry Leading

Our platform provides the perfect business case for optimizing digital experience.
Hear Akamai CEO Tom Leighton use Blue Triangle to quantify how much performance matters to revenue.

Our customers

International Hotels Group
The Home Depot
Beauty Brands
Thomas Cook
US Auto Parts
Holland & Barrett
Protective Life
Ballard Designs
Garnet Hill
Grandin Road
Sears Parts Direct
Office Depot
Living Spaces
Cornerstone Brands
Der Touristik
Adrianna Papell
Scrubs and Beyond
Auto Parts Warehouse
Tom Arundel, Director of Digital Program Management at Marriott International

“With Blue Triangle, we not only have a way to quantify the impact of performance on conversion and revenue, but they also identify what is causing performance to be slow. Those are huge wins from our perspective.”

– Tom Arundel, Director of Digital Program Management at Marriott International

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Our Partners

These companies provide added value to our customers. Interested in working together? Contact us!


Board of Directors

Lance Ullom

Lance Ullom | Chief Executive Officer at Blue Triangle

Lance has extensive background in technology and venture capital. From 1996 to 2000, Lance was employed at Telebanc Financial Corporation (TBFC), the first and largest online bank. After TBFC successfully merged with E*Trade, he held various senior positions at E*Trade. Lance has spent 18 years angel investing in the technology space and is a Principal at Blu Venture Investors, a venture capital investment company that supports early stage entrepreneurs in the Mid-Atlantic Region. He also serves on the board of directors for several public and private organizations.

Tim Grant

Tim Grant | Founder & Chief Technology Officer at Blue Triangle

Tim has spent the last 18 years in the web and eCommerce site testing arena. During that time, many web and mobile commerce site owners asked him how fast their site should be and how they could quantify the lost revenue that may exist on their site due to slower than optimal site speed. He founded Blue Triangle to answer their questions.

Tim Grant

Matt Shay | President & Chief Executive Officer at National Retail Federation (NRF)

Matthew Shay is president and CEO of the National Retail Federation, the world’s largest retail trade association. He serves as chief advocate and spokesman for the nation’s largest private-sector industry employer, responsible for creating one in four U.S. jobs – 42 million working Americans – and generating $2.6 trillion in annual GDP.

Tim Grant

Pradeep Kaul | President & Chief Executive Officer at Hughes Systique Corp.

Principal at Blu Venture Investors. Currently the CEO & President of Hughes Systique Corporation (HSC), a company he co-founded in 2006. Prior to launching HSC, he shared in the General Management of Hughes Network Systems (HNS) as an Executive VP of the company and a Member of the Office of the Chairman. In this capacity, he helped grow HNS from a $100M company, acquired by Hughes Electronics in 1987, to $1.5B prior to acquisition by News Corp. News Corp. Subsequently was sold to Apollo Management, which took it public.

Tim Grant

Jim Koehr | Managing General Partner at Sorin Capital Partners

Jim sits on the Board of Directors for three of Sorin Capital's portfolio companies. He is a member of the Advisory Board for Middleburg Capital Development, and he serves as the independent director for Clean Earth, a middle market portfolio company of the public private equity firm Compas Diversified Holdings (CODI).