About Us

Creating the Future of eCommerce


Evolving past static shopping experiences by detecting and adapting to customer preferences in real time.

Digital Transformation

Empowering customers with more choices, more convenience, and easier ways to purchase online.


Help digital brands grow through experience analytics, testing, and adaptive optimization.

The HiConversion Advantage


Static Testing


Customer Experience
Fragmented Processes


‘Dumb’ Statistics

Patented Technology

HiConversion’s customer experience optimization platform is backed by a diverse patent portfolio that includes 3 awarded patents and 3 patent applications spanning a number of core technologies and use cases. The awarded patents are for real-time optimization of websites and two patents for ‘no IT needed’ ability to perform testing, personalization, and data collection through use of visual interfaces.

Our People and Culture

Our company is our people. We hire for C-CXO aptitude over experience, and we pride ourselves on attracting, growing, and retaining people who have passion for eCommerce optimization. We believe in shared ownership and radical transparency. Every employee participates in the stock option plan and we even share our financials with employees at the end of every month.

Executive Leadership

HiConversion’s principals are serial technology entrepreneurs whose prior startups were acquired by F50 companies like Microsoft and Ricoh. The ability to innovate and solve onerous real-life problems with real technology gives the company a unique vantage point from which to help global brands transform their digital business.

David Henrickson, CTO

Serial entrepreneur, several startups in France and Germany, founder and CTO of Apptimum.

BS in EE
Stanford University

Zee Aganovic, CEO

Serial entrepreneur, the founding member of the ASP Consortium, CEO of A-Tech, Cylex, Apptimum.

Ph.D. in Optimization
Rutgers University

Steve Belous, COO

Ernst & Young (EY) Partner/Practice Leader, Certified Public Accountant, Board Director.

BS in Accounting
New York University

Board of Directors

Traver Gruen-KennedyChairman

Mr. Gruen-Kennedy is ranked by NetworkWorld (along with Bill Gates and Michael Dell) as one of the “25 Most Powerful People in Networking,” and the World Economic Forum named him a Technology Pioneer for his contributions to technology and to society. For the past eight years, he served as chief strategist at Citrix Systems, where he played a significant role in the company’s post-IPO growth to become the world’s 15th largest software company, an S&P 500 and NASDAQ 100 Company. Mr. Gruen-Kennedy has been a distinguished member of the board of several startup companies including CyLex Systems.

Michael MargoliesDirector

Mr. Margolies has more than 25 years of capital markets experience. During his long career, Mr. Margolies has been involved in hundreds of transactions as both a seller and a buyer of company equity and assets. Mr. Margolies started his career on the floor of the New York Stock Exchange before moving up to manage long/short discretionary accounts worth hundreds of millions of dollars for both Oppenheimer and Company and M.A. Berman & Co., a boutique money management and brokerage firm. In 1995, Mr. Margolies founded Avalon Research Group, Inc., one of Wall Street’s top-rated independent research companies with more than 100 hedge fund and mutual fund clients. In addition to being founding member of Investorside Research Association, a non-profit trade association of investment research providers not engaging in investment banking, Mr. Margolies served as CEO of Avalon until its sale in 2004. Currently, Mr. Margolies serves as CEO of Littlebanc Advisors, a boutique investment banking firm he founded in 2009.

David Henrickson, Director & Chief Technology Officer

Mr. Henrickson brings over 20 years of entrepreneurship and commercial software development experience, ranging from international startups to leading product development teams at Microsoft. As a successful software executive and proven leader in delivering innovative solutions, he has co-founded software businesses in France, Germany, and the United States, including Apptimum, which sold market leading PC migration software. Mr. Henrickson developed the core technology, led the development team, and drove the product roadmap at Apptimum, and worked together with Mr. Aganovic until 2006, when the company was acquired by Microsoft. David has a B.S. degree in Electrical Engineering with emphasis in Computer Science from Stanford University.

Zee Aganovic, Founder, President & CEO

Mr. Aganovic is a high-tech executive and serial entrepreneur. He has held several key executive positions, including the role of President and CEO of Apptimum, Inc., a leader in PC Migration software solutions, from 2001 to 2006. Apptimum was a re-start of a promising venture-funded company that resulted in a successful acquisition by Microsoft in 2006. Before joining Apptimum, he built several start-up companies, including Cylex Systems, Inc., a Florida-based application service provider (ASP), and A-Tech Group, a New Jersey-based engineering and consulting organization. CyLex was subsequently acquired by Ricoh, the world’s largest copier company. Mr. Aganovic co-invented one of the world’s first ASP-specific patents, and holds both a masters and doctoral degree in optimization theory from Rutgers University in New Brunswick, New Jersey.

Steve BelousChief Operating Officer

Steve brings more than 30 years of strategic leadership to HiConversion as Chief Operating Officer. He is a retired Ernst & Young (EY) Partner/Practice Leader with extensive business consulting, leadership, and audit experience as well as in-depth industry knowledge in manufacturing and distribution, technology, retail and consumer products, and real estate. He is active in advising CEO’s on various strategic and operational improvement initiatives around customer experience, supply chain operations, finance operations, change management, and cybersecurity program management. Steve received his Bachelor of Science Degree in Accounting from the State University of New York at Albany, attended the Kellogg Executive Program at Northwestern University, and received intensive training at EY. He is a Certified Public Accountant, a member of the American and Florida Institutes of Certified Public Accountants. Steve also serves as Vice President of Cathay Resources, Board Director at TAO Connect, Board Director at MyWay Mobile Storage, Advisory Board member at Biorasi, University of Miami Innovation Board Member, and a Member of New World Angels.