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

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.

Some of 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
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

Our Partners

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

Instart Logic
Data Dog


Our leadership team includes veterans from the cloud testing and performance monitoring industries. With a combined 50+ years of experience, they’ve built many of the testing and analytics products widely used today.

Lance Ullom

Lance Ullom | Chief Executive Officer

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

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.

Dan Revellese

Dan Revellese | SVP of Sales

Dan is a customer-centric, motivated software and SaaS solution professional experienced in helping early to mid-stage software companies build and expand market share in the Internet-500 and Fortune-1000 market. He has a history of building new business opportunities, strong client relationships, and quarterbacking cross-functional communication to exceed company and client goals.

Jay Sadie

Jay Sadie | VP of Engineering

Jay is an experienced, highly versatile, goal-oriented innovator with a leadership background in software design, development, marketing and sales. Major strengths include 20+ years experience on a wide variety of hardware and software platforms. A proven track record in software design, with commercialized products on the market.

Daniel Foss

Daniel Foss | VP of IT Ops

Daniel is an infrastructure and operations leader with more than 19 years of experience in production 24/7 high-availability multi-site enterprise ERP and CRM environments including application hosting, voice and data networks, security and information protection and disaster recovery architectures.

Robert Hughes

Robert Hughes | VP of Data Science

Robert has been an IT professional for over 20 years. He has held roles as Senior Solution Architect for Hewlett Packard’s Software Sales Division as well as Senior Director Global Solution Consulting and India Operations at Keynote Systems. In addition to his white papers on Enterprise Management and web performance monitoring, Robert has a BS in Math and Computer Science at University of Texas, an MBA in Telecom Management from University of Dallas, and he holds ITIL certifications.

Alan Harris

Alan Harris | VP of Sales, Western Region

Alan has been working in the technology space since 1990 and has spent many years in web performance. After his service as a United States Army Ranger, Alan became a pivotal sales executive at many high-growth software companies, including Promark (acquired by Compuware), Rational (acquired by IBM), TimesTen (acquired by Oracle), and Keynote (acquired by Dynatrace).

Dan Boutin

Dan Boutin | VP of Digital Experience Optimization

With nearly 20 years working in the eCommerce performance space, Dan is responsible for taking the first revenue-focused solution in the digital experience optimization space to market as a trusted advisor for Blue Triangle’s strategic customers, and changing the way eCommerce organizations approach today’s eCommerce challenges. Dan can be reached on Twitter @DanBoutinGNV.