Uniform ■ Composable DXP ■ San Francisco
He spent two decades watching marketers wait in line behind developer backlogs. Then he built the platform that ends the queue. Gartner calls it Visionary. Fortune 500 brands call it essential.
Lars Birkholm Petersen - Uniform
In 2006, Lars Birkholm Petersen was running a digital agency in Denmark called Rotator. Eight years of client work - building websites, running campaigns, watching enterprises struggle with the same problem over and over. Marketers wanted to change things fast. Developers were already busy. Nothing moved.
When Visma Software acquired Rotator, Lars didn't cash out and sail home. He pivoted toward the source of the problem. He joined Sitecore, one of the dominant digital experience platforms of the era, and spent nearly a decade trying to fix things from the inside. He built the Sitecore Business Optimization Strategies team - a global consultancy within the company that helped Fortune 100 brands get more from their digital investments. VP of Business Optimization. Hundreds of enterprise engagements. A front-row seat to what wasn't working.
The pattern was consistent. Organizations would invest heavily in platforms, stack up headless technologies, and then discover that the people who needed to run campaigns - the marketers, the content strategists, the digital experience teams - were still dependent on developer queues to make anything happen. Personalization required engineering. A landing page variant required a ticket. The whole system created friction at the exact moment brands needed to move fast.
"We founded Uniform to break the traditional paradigm where marketers were constrained by developer backlogs."
- Lars Birkholm PetersenBy 2019, Lars had enough. He co-founded Uniform with Adam Conn and Alex Shyba. The thesis was not complicated: composable architecture was the right direction for modern digital experience, but it was too hard for non-technical teams to use. Someone needed to build the orchestration layer that would make it work for everyone.
Uniform launched the world's first composable Digital Experience Platform in October 2021. Two months later, the company raised $28 million in a Series A round led by Insight Partners, with Elad Gil and Array Ventures also participating. Teddie Wardi of Insight Partners joined the board.
The bet has paid off steadily. Uniform's platform delivers personalized content in under 50 milliseconds via edge-side delivery - a technical achievement that sounds abstract until you remember that page load speed directly predicts purchase conversion. Clients including Procter & Gamble, Triumph Motorcycles, and Cirque du Soleil have migrated complex digital operations onto the platform. The company grew to 160 employees and $15.6M in annual revenue without losing its technical edge.
In January 2025, Gartner named Uniform a Visionary in its Magic Quadrant for Digital Experience Platforms. For Lars, it was validation of something he had believed since 2019: composable DXP was not a niche - it was the future of how enterprises run their digital experiences.
"Composability was never an add-on for us to check boxes. Uniform was built on the foundation of composability."
- Lars Birkholm PetersenThe latest chapter is AI. In 2025, Uniform launched an industry-first AI capability that can migrate websites from legacy platforms in days instead of months. Lars describes it plainly: "We purposely built Uniform to tackle difficult problems that are also expensive to solve." The AI Scout feature automates what used to require months of agency time and custom integration work - and it works on any existing website, regardless of what stack it was built on.
The pattern from his career has not changed. Lars finds the friction point where technology should work but doesn't, and then builds the thing that fixes it. Agency frustration became Sitecore. Sitecore limitations became Uniform. Now the platform is turning the migration headache - the single biggest barrier to adopting new technology - into a solved problem.
"We wanted to make the digital experience scalable and as fast as possible."
"Every organization needs compelling digital experiences. Most enterprises invest in multiple headless technologies, and they struggle to free content and data from legacy systems."
"We architected Uniform from the ground up to connect any technology, content, or data source with a best-in-class CMS, visual experience management, and AI capabilities."
"Being recognized as a Visionary in the 2025 Gartner Magic Quadrant validates our mission to transform how brands create and manage digital experiences."
"We purposely built Uniform to tackle difficult problems that are also expensive to solve."
"We founded Uniform to break the traditional paradigm where marketers were constrained by developer backlogs."
Published by Wiley in 2014 - five years before Uniform existed - this book laid out the case Lars had been building for a decade: that data and personalized digital experience, done right, could create the kind of brand loyalty most marketing campaigns only dream about.
Co-authored with Ron Person and Christopher Nash, both Sitecore Business Optimization consultants, the book draws on real engagements with Fortune 500 brands. It's part strategy manual, part field report from the trenches of enterprise digital transformation. Brian Solis wrote the foreword.
In hindsight, it reads like a blueprint for Uniform.
Built Uniform into a Gartner-recognized Visionary in the Digital Experience Platform category (2025)
Raised $28M Series A from Insight Partners, Elad Gil, and Array Ventures (December 2021)
Co-authored a Wiley business book on data-driven marketing, published in 2014
Built the Sitecore Business Optimization Strategies (SBOS) global team from scratch
Co-founded and exited a digital agency (Rotator.dk) that was acquired by Visma Software
Scaled Uniform to $15.6M ARR with 160 employees as CEO
Launched edge-based personalization delivering content in under 50 milliseconds
Pioneered composable DXP category - the platform category Gartner now formally tracks
Secured enterprise clients across FMCG, luxury goods, entertainment, and B2B verticals
Marketers want to launch personalized experiences. Developers are already booked. Nothing ships.
Monolithic DXP - one vendor owns everything. Locked in, slow to change, expensive to customize.
Composable DXP - connect any headless CMS, commerce, or data source. One visual workspace for marketers.
Non-technical teams edit and publish across any channel without touching developer queues.
Personalized content served in 50ms globally. No flicker. No latency trade-off.
AI agents automate content generation, optimization, and platform migration. Months become days.
Lars is Danish - born and raised, now based in San Francisco's Bay Area. He made the jump to California to build Uniform in the global tech hub.
He wrote the book - literally - on data-driven marketing back in 2014. Then spent five more years inside Sitecore watching enterprises still struggle with the problems the book described.
His digital agency was acquired by Visma, one of Europe's largest enterprise software groups, before he'd turned 35. He went to work for the acquirer's competitor instead.
Uniform's edge personalization runs in 50ms globally. For context, a blink takes 150-400ms. The platform is faster than a human can notice.
He spent a decade at Sitecore building optimization teams for Fortune 100 brands. Then he decided the optimization work should have never been that hard in the first place.
In 2022, Gartner named Uniform a Cool Vendor in Digital Commerce. Three years later, the same analysts moved Uniform into the Magic Quadrant as a Visionary.