Overview

At TKWW, our Core Values are critical to our success. They align our global community and serve as the foundation of our culture. Our values guide us to attract top talent, drive a highly engaged workforce and provide a unique and impactful employee experience. Our Core Values are the heartbeat of The Knot Worldwide. They shape our culture, which means we dream big, love our users, hustle every day, and always do the right thing to win together. Our people are at the heart of our success.

 

At the end of each year, we give our workforce the opportunity to celebrate and recognize fellow employees that make what we do possible through our Core Value Awards program. This initiative highlights, rewards, and celebrates employees who live out our Core Values on a daily basis, further our mission and vision as a company, and help us execute on our organizational goals.

 

How it works

Each year we have 2 winners per Core Value Award; 10 winners total. In 2024 we also launched our new Rising Star Award, which gives us the opportunity to celebrate 2 exceptional employees who were hired within the last year. Team members all over the world nominate fellow employees, and this esteemed group of winners is carefully selected by our Executive team. 

 

Our 2024 Winners

Below are our 2024 Core Value Award winners! We had winners from all over the world including the US, Spain, India, Ireland and the UK. Our winners also spanned various teams, including B2B Marketing team member Camille Cade who said, “I’m honored to work for a company that values recognizing their employees and loving their customers.” We can’t wait to continue watching these incredible employees grow at TKWW!

 

To learn more about our Core Values and life at The Knot Worldwide, click here!

By: Christopher Bronner, Senior Machine Learning Scientist 

February 27, 2024

 

Business Context: The Knot’s Marketplace and Style Quiz

The Knot is a leading wedding Vendor Marketplace in the U.S. that connects more than 1 million couples with over 200,000 local wedding professionals, such as reception venues, florists, and photographers. We offer a comprehensive suite of planning tools that includes personalized wedding websites, invitations and registry services that make planning easier.

Wedding Vendor Marketplace

The Knot Vendor Marketplace is a central component of the site and we monetize this product through paid subscriptions that allow vendors to purchase listings in more prominent parts of our site.

From the vendor perspective, the value of our Marketplace product is rooted in the leads they receive from couples who can contact vendors directly on our site. Therefore, the rate of couples who submit a lead to a vendor (i.e. conversion to lead submission) is one of our most important metrics to assess the performance of our product.

Conversion to lead submission, in turn, depends on our ability to recommend to couples vendors that are relevant to their personal preferences, including their taste and style. Improving the vendor recommendations can be assumed to increase conversion to lead submission.

Personalization via Style Quiz

In order to make high-quality, personalized recommendations that speak to the couple’s individual needs, we first need information about their taste and style. This is where our “Style Quiz” comes in, which is one of our most popular planning tools.

In the Style Quiz, couples rate images from four galleries (reception venues, table settings, bouquets and dessert decorations) and based on this information, we categorize their style by showing a result consisting of a set of primary and secondary style terms. For example, we might categorize a given couple as having primarily a “classic” style, but also leaning toward “elegant” and “traditional” (secondary styles). In addition to the primary and secondary style, we determine the ideal setting for their wedding—for example, a hotel, loft or barn.

These results give valuable insight into the couple’s individual style preferences, especially for their reception venue. We therefore set out to leverage this information to improve the quality of our vendor recommendations (specifically for reception venues) for our couples. This in turn should lead to an increase in conversion to lead submission which benefits our subscribing vendors.

 

Methodology: Semantic Search based on Style Quiz Results

 

 

Problem definition. We are looking for items (venues) that best match a set of search terms (the result of the Style Quiz). For each venue, several attributes are available for consideration: venue description text, amenities tags, market, guest capacity and price range

Our goal is to identify the venues that are the best match for a couple, based on the results they got from our Style Quiz.

To that end, we applied a semantic search approach that finds venues whose description texts best match the couple’s style terms. More specifically, we represent venues and style terms as embeddings, quantify their semantic similarity with a distance measure in the embedding space, and recommend venues similar to the couple’s individual style.

Semantic Search

The overall concept is to represent venues on the one hand, and the couple’s style terms on the other hand as embeddings (high-dimensional numerical vectors) that encode the semantic meaning of the respective texts, and use a distance metric in the embedding space to quantify the semantic similarity of any pair of venue and style. Recommendations are then made by selecting venues with the highest similarity score.

We started by creating embeddings for the description texts of all venues in our Marketplace. In addition to the descriptions which are written by the vendors themselves, we also included textual meta-information in the embeddings such as amenities provided by the vendor on their storefront (e.g. that they offer a dressing room or wireless internet).

The next step is to encode a couple’s individual style in the same embedding space as the venue descriptions. We do this by creating embeddings for all style terms generated by our Style Quiz—meaning the primary style term, secondary style terms, and setting terms. We then determine an overall style embedding as the linear combination of these embeddings with the coefficients being weights that represent the importance of each of the style terms. Putting it differently, the overall style is the center of gravity of the different styles in the embedding space.

 

 

Conceptual illustration of semantic search for wedding venues based on couples’ style. Embeddings of venue descriptions (gray) encode the style of a venue (e.g. rustic vs. modern venues). Recommendations (blue) are generated by finding venues close to the overall style of a couple (red).

Having represented the venues and the couple’s style with embeddings, it’s straightforward to make venue recommendations for a couple: after filtering venues according to a few rules that implement our business logic (e.g. filter for venues in a specific geographic area and considering whether venues are paid or unpaid, or whether the storefront includes a photo), we simply recommend the venues closest to the couple’s overall style in the embedding space.

The distance between two embeddings is calculated as the inner product of the two embedding vectors, which is a good approximation to Euclidean distance in a high-dimensional space, but less computationally expensive.

Match Score

Our semantic search approach for venue recommendations intrinsically provides us with a quantitative measure for the quality of each recommended venue, namely the distance between the venue and the couple’s overall style in the embedding space.

We surface the distance to couples, albeit after inverting and scaling it. The resulting “match score” is shown next to each recommended venue as “94% match,” for example. We hypothesize that this match score highlights to couples that the recommendation is personalized, ultimately increasing conversion to lead submission.

LLM-Generated Recommendation Reasonings

To further highlight to couples the fact that the recommendations are personalized and based on their individual style quiz results, we added LLM-generated copy that provides a reasoning for why a specific recommended venue matches the couple’s style. The screenshot below shows a tested variation of our venue recommendations that features the reasoning copy.

Screenshot from a variant of The Knot’s Style Quiz results page showing a venue recommendations carousel with one highlighted venue. The match score (92%) and the reasoning copy are shown for that venue.

 

 

Experimentation and Results

Measuring the performance of a style-based recommendation system is difficult because whether a recommended venue matches a specific style is highly subjective. Ultimately, the only reliable way to assess the impact of our tactics is through A/B tests.

We conducted different A/B tests for the different tactics mentioned above to quantitatively attribute the impact to each change separately.

Test of Semantic Search-Based Venue Recommendations

We exposed 50% of couples with an impression of the Style Quiz results page to the new semantic search-based recommendations. At the same time, the remaining 50% served as a control group and were given recommendations based on an older methodology that didn’t take the style quiz result into account.

The couples in the variant group that were shown the semantic search-based recommendations had a significantly higher conversion rate to lead submission than the couples in the control group. By using semantic search, we achieved a 5.9% lift in this metric.

Test of Recommendation Reasonings

We conducted a second, multivariate test in which one variant featured an updated design of the Style Quiz results page that included the recommendation reasonings among other design updates. This variation led to a lift in conversion to lead submission of 4.1% but was ultimately not rolled out for different considerations.

Test of Match Score

A different variation in the same multivariate test included the match score. The addition of the match score alone led to a statistically significant 4.2% increase in conversion to lead submission. Together with the 5.9% lift from the semantic search-based venue recommendation, this means an overall lift of 10.3%.

 

Conclusion

The quality of product recommendations depends on their relevance to the preferences of the individual customer. By basing our recommendations on our couples’ choices from the Style Quiz, we can suggest products in a highly personalized manner that we wouldn’t be able to with just behavioral analytics, especially for new members immediately after sign-up.

We find that instead of just serving recommendations by themselves, it adds value for our customers to have additional data points that explain why the recommendations are a good fit for them, namely the match score and the reasoning copy.

To watch the full video featuring our vendor partner Delano Scott, click here.

The Knot and WeddingWire are household names in the industry, and more than 44 million couples have planned their weddings through our platform to date. Since our founding, we have been laser-focused on facilitating connections between couples and vendors.

Driven by a deep commitment to supporting small businesses, we recently introduced powerful tools and features to optimize lead quality, improve storefront listings, and provide valuable insights, helping vendors connect with more couples than ever before. We couldn’t be more excited to unveil our latest platform enhancements designed to drive wedding vendor success.

“Our goal has always been to create strong connections between wedding vendors and couples seeking their expertise,” says Tim Chi, CEO of The Knot Worldwide. “As Gen Z reaches peak marrying age, we’re transforming our platform to better meet the evolving needs of our vendors.”

The exciting new features include: AI smart photo selectors, AI-generated review summaries, and mobile-friendly video uploads. These tools make it easier for vendors to showcase their best work and engage potential clients.

Bryan Tharpe, Director of Account Management, captures the essence of our mission: “The impact we have on small businesses is something unique.” 

Leah Calabrese, Account Executive at TKWW, adds, “When you ask, ‘What does that extra revenue from a wedding mean to you?’ some vendors say, ‘I work a full-time job I don’t love; this is my side gig. I need to hit a certain revenue to quit that job and do what I love.’”

We understand that the work we do truly matters. Hearing stories from our vendors and being part of their business journey is a privilege; that’s why listening and taking action is so important to us.

The following features are now live for the majority of vendors in the U.S. who advertise on The Knot and WeddingWire:

1. Introducing AI-powered storefront enhancements 

• AI smart photo selector: Automatically selects photos from a vendor’s collection of work, maximizing appeal to couples viewing their storefronts. 
• AI-generated review summaries: Automated summaries of real couple reviews, making it easier for prospective couples to see feedback highlights. Currently live on WeddingWire, with plans to be live on The Knot by the end of August.

2. Elevating ease of use and lead quality initiatives

• Lead insights: Enables vendors to easily identify the most ready-to-book couples to prioritize and tailor responses accordingly. Leads are now tagged to indicate what actions couples have taken to demonstrate interest, such as visiting a vendor’s website or messaging them first before any other vendors in their service category. 
• Read receipts: Gives vendors visibility into when prospective couples have viewed messages, improving response strategies and enabling better two-way communication.
• Data-backed guidance for lead replies: Analyzes draft responses to inquiries from couples and provides tips for vendors about how to optimize their replies and initiate a conversation.

3. Improving insights and performance tracking 

• Enhanced WeddingPro Insights: A more detailed and actionable Insights dashboard designed to enable vendor success through data, including more visibility on how couples engage with their business, quantifying metrics such as storefront impressions, and clicks on their website and social profiles. Within the first two weeks, these updates drove a 280% increase in vendor visits to the Insights dashboard.
• Monthly Performance Pulse: A tailored, actionable snapshot of monthly performance delivered via email, helping vendors stay informed and make data-driven decisions.
• Seasonal tracking: New graphs allow vendors to view couple behavior across more metrics and identify seasonal trends.

Coming by the end of Q1 2025:

We’re thrilled to introduce more flexible options for vendors across multiple categories who are interested in joining The Knot and WeddingWire. Starting soon, vendors new to The Knot and WeddingWire will be able to get started with a free Storefront and further fuel their growth with a new advertising tier that’s both affordable and tailored to the needs of those who desire more flexibility and may be earlier on in their business journey. 

Price points will vary by region and category for the new tier, but it will be a hybrid plan that combines a low base subscription fee with a pay-for-performance budget chosen by the vendor. Vendors can set monthly budgets and, other than the low base subscription fee, will only be charged for the performance they receive each month. Pricing information will be made available for eligible vendors once the offer is active.

These solutions are designed to make our platform more accessible to a broader range of vendors, offering the opportunity to showcase their services, connect with engaged couples and grow their businesses.

Stay tuned for more updates and visit WeddingPro for the latest news. Together, we’re redefining the wedding planning experience for vendors and couples alike!

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As we move into 2025, new trends are shaping how couples approach marriage and wedding planning—and Gen Z is leading the charge. 

To provide a comprehensive overview, we combined search data from The Knot Vendor Marketplace, insights from engaged couples marrying within the next year and a survey of dating Gen Zers. Here’s what we’re seeing for the year ahead.

Economic Headwinds

Unstable macroeconomic conditions bring uncertainty, and 85% of engaged couples report that inflation has affected or will affect their wedding plans. However, fewer than half are adjusting their original plans—41% are cutting down their guest lists, while 30% are tweaking their budgets, often by increasing their spending. 

Despite these challenges, an overwhelming majority (95%) of couples remain excited about their upcoming wedding day and approximately 8 in 10 feel it will be worth the investment.

The Impact of the Presidential Election 

Although most engaged couples don’t expect the presidential election to impact their wedding plans, a significant portion holds a different view. While 50% believe the election result won’t influence their wedding, 35% think it could affect their planning journey, and 15% are still unsure.

Similar to broader polling trends, couples were divided on whether each candidate’s presidency would have a positive or negative effect on their wedding plans. Nonetheless, the election outcome may influence how couples manage their budgets, choose vendors and even curate their guest lists.

Gen Z Continues to Pave the Way for a Golden Age of Marriage

Despite macroeconomic uncertainty, the outlook for marriage remains promising. Marriage continues to be highly valued by Gen Z as they reach peak marrying age, with an impressive 86% of respondents envisioning it in their future. Of this group, 58% intend to legally marry, while 28% are considering it—marking a notable 5% increase since the Future of Marriage Report in 2023. These numbers reflect a growing enthusiasm for marriage among younger generations, signaling a bright future for the industry.

Strong Demand for Microweddings

Microweddings are gaining popularity, with 48% of couples considering this option—rising to 57% among those currently engaged. Elopements typically have up to 15 guests, while microweddings can include up to 50 people—both of which can be a great option for budget-conscious couples and those most impacted by the current state of the economy. 

Psst—we recently welcomed Simply Eloped into our family of brands to expand offerings for couples and increase business opportunities for wedding professionals on our platform. Simply Eloped allows couples to purchase customized elopement and microwedding packages, ranging from $450 to $5,500. These smaller-scale events allow for personalized, meaningful ceremonies with a close-knit group of family and friends.

AI: The New Personal Assistant

One of the most significant shifts in the wedding industry is the growing adoption of artificial intelligence (AI), with 20% of couples now using AI tools—double the 10% reported in 2023.

AI is streamlining aspects of the wedding planning process, allowing couples to focus on personalizing their big day while saving time on logistics. It’s also proving valuable for wedding vendors, offering a competitive edge in a crowded market. Read more about how to leverage AI as a wedding business owner here!

Bucking Tradition

More couples are reshaping the wedding experience by infusing their celebrations with personalized, cultural, and ethnic elements. Notable trends include:

Wedding Planning Sites Remain Essential

While many couples are redefining tradition, some elements of the planning process never change. Although 65% of couples use social media as a leading source of inspiration, 75% still view wedding-planning websites as irreplaceable resources. 

We might be biased, but platforms like ours can be a crucial part of the planning journey—offering end-to-end solutions including valuable vendor directories, budgeting tools and tailored content that social media can’t fully replicate.

The Top Wedding Cultural Influences of 2025

Couples who are engaged to marry in the next year and Gen Zers who are not yet engaged agree the following influences will make the biggest impact on wedding culture in 2025, reflecting a mix of modern tastes and nostalgic flair:

The bouquet toss is a time-honored wedding tradition that has seen a 22% decline in popularity over the last seven years—but it may be poised for a resurgence. Interestingly, 1 in 2 Gen Zers would like to see the bouquet toss make a comeback, showing that even in a world where modern trends dominate, there’s still room for nostalgia.

The Hottest U.S. Wedding Markets 

According to search data from The Knot Vendor Marketplace, these cities are set to be among the most popular wedding hotspots in 2025.

Popular Wedding Destinations Around the Globe

Couples having a wedding far from home are gravitating toward unique and picturesque locations for destination weddings.

Unique Vendors Rising in Popularity

Couples tying the knot at the end of 2024 and into 2025 are increasingly looking for vendors that will provide memorable, one-of-a-kind experiences for their guests. As we learned in the 2024 Global Wedding Report, guest experience is a top priority among couples getting married in the next year, with couples considering the following:

• Experiential bartenders
• Tattoo artists
• Social content creators
• Fire dancers
• Dogsitters
• Cultural dancers 

As for venue trends, the top searches on The Knot Vendor Marketplace highlight a desire for distinctive and scenic settings, such as:

• Library weddings
• Garden venues
• Castles
• Beaches
• Mountain venues

Casting a Spotlight on Wedding Professionals on The Knot Vendor Marketplace

As we know, wedding professionals are the heart of the industry and couples are increasingly relying on the vendors they hire to bring their wedding to life and help them stay within budget. 

Here are a few of the vendors within The Knot Vendor Marketplace whose storefronts garnered significant web traffic and are likely to be in high demand for 2025:

1. Cafe Brauer 

A unique venue in Chicago, Illinois that overlooks the Nature Boardwalk, a lively pond ecosystem at the Lincoln Park Zoo. 

2. The Conservatory at the Sussex County Fairgrounds

Located in Augusta, NJ, The Conservatory is an eco-friendly building constructed of mahogany and glass, creating a beautiful blend of indoor and outdoor.

3. Renault Winery

For more than 150 years, Renault Winery has been producing wines spanning 1400 acres in Egg Harbor City, NJ.

4. 3WEST Productions

Based in Lancaster, PA, 3 West Productions is a beloved wedding DJ and MC business with more than 500 5-star reviews. 

5. SB Photography and Design

Family-owned and operated SB Photography and Design in Waukesha, WI places high priority on reliability and personalization.

Wrapping it Up

Looking ahead to 2025, it’s evident that the landscape of weddings will continue to transform, blending tradition with contemporary influences. Gen Z is at the forefront of this evolution, introducing innovation, inclusivity, and technology—signaling the golden age of marriage is just beginning. 

At The Knot Worldwide, we’re excited to see these trends take shape and help couples create unforgettable celebrations, while supporting our partners.

Methodology

To provide the most comprehensive view, The Knot Worldwide 2025 Trends to Watch Report combines multiple studies, along with data from The Knot Vendor Marketplace on couples with wedding dates in 2025. 

The Knot Worldwide captured responses in September 2024 from approximately 500 people who plan to get married through December 31, 2025; respondents were recruited via email or onsite invitation from The Knot Worldwide (i.e. The Knot and WeddingWire membership) between September 18-30. Respondents represent couples from all over the US and vary by ethnicity, income level, race, age, sexual orientation and gender identity. 

The report also includes findings from approximately 500 Gen Zers in the US, ages 18–27, who are still in the dating phase; respondents were recruited via email or SMS invitation from The Knot Worldwide (i.e. The Knot and WeddingWire membership) in September 2024. 

Lastly, the report includes wedding destinations from a study of approximately 800 recently married and engaged couples in the US fielded between July and August 2024; respondents were recruited via email. 

By: Angel Esquembre and Christopher Bronner

At The Knot Worldwide, our vision is to ensure everyone around the world is empowered to create celebrations that are authentic to them for the moments that matter most.  But, how do we ensure our features and functionalities truly meet the needs of our users? This is where data becomes the ultimate wedding guest—providing invaluable insights to guide our product development.

Data alone isn’t enough. We need to use the right statistical methodologies to draw valid conclusions from our data. That’s why we’re excited to introduce Gecko, our very own in-house experimentation platform. Built using open-source tools, Gecko empowers us to conduct A/B tests with scientific rigor at scale. This platform allows us to compare different versions of our product features and measure their impact on user behavior.

Why do we do A/B tests?

At The Knot Worldwide, we don’t guess what our couples need. Instead, we use data to guide every step of our product development process. We’re constantly evolving and improving the platform to create a seamless and joyful wedding planning experience.

We could just release our changes and look for sudden spikes, week-over-week increases, and call it a day. However, in a complex environment—with several teams trying to move the same needle, seasonality, marketing campaigns, and other external factors—attributing any change in the relevant metrics to specific product improvements cannot be achieved through simple pre-post comparison. That’s where A/B testing comes into play.

A/B testing is widely regarded as the “gold standard” for measuring the impact of changes in a product. This method involves comparing two or more variants of the product by splitting the audience and exposing each group to a different variant. This method provides a controlled way to isolate the effects of specific changes, ensuring that any differences in outcomes are directly attributable to the variations being tested.

While conducting randomized experiments is highly effective, it does come with certain prerequisites and challenges. Achieving statistically significant results requires a sufficient volume of traffic, and creating and managing A/B tests requires additional resources, both of which may not always be feasible for all organizations.

The Knot Worldwide’s experimentation journey

Our journey with experimentation started with basic ad-hoc scripts for each experiment. This wasn’t ideal because each team was using different criteria to set up tests and interpret the results. As we tested more and more, we set up some processes and conventions that helped us gain in standardization. On the bad side, each experiment setup required a lot of effort from our data scientists. The code used to analyze the data was hard to maintain and duplicated for each experiment. This also means more bugs. At some point, this became a bottleneck for scaling our experimentation program. 

We explored third-party alternatives and worked with a third-party experimentation platform for a while. This was great for reducing the amount of work involved in setting up each experiment, to the point where product managers were able to set up their experiment dashboards. However, it didn’t match our needs perfectly for a few reasons. For example, our criteria for stopping and evaluating experiments differed from those of the third-party provider, and this confused our product managers. This also meant we lacked control over which statistical methods were used.

As the number of experiments each quarter continued to grow, we needed a tailored solution that would allow us to match our development speed. We decided to build our very own experimentation platform that would fit our needs. 

This allows us to maintain standardization with reduced effort, allowing Product managers to build their dashboards while maintaining statistical accuracy, based on our criteria. Speed, standardization and customization are the keys to the success of our proprietary tool. 

Introducing Gecko: The Knot Worldwide’s Custom-Built Experimentation Platform

The back-end, powered by gecko-core

We built our own back-end system for a couple of reasons: it is easier to maintain, and it can be accessed from any source. This is the most important piece of the platform. 

Gecko-core handles mainly two things: the communication with our database—fetch, create and update data—and the statistical calculations.

We needed to make it easy for users to select entry points and metrics for our experiments. With thousands of different data sources, our model helps simplify the complexity of our data. They are organized into four types of models:

• Entry point models contain instances where users meet a certain set of entrance criteria (whether or not they were bucketed).
• Assignment models contain instances of users being bucketed in an experiment (assigned to a variant). They are essentially a combination of entry points and variant information.
• Fact models serve as the foundation for metrics. For example, one fact model could contain checkout events with order value for each event which could be used for a metric like “conversion to order” but also another metric “average order value”.
• Entity Property models contain static attributes of users which never change for a given user.

Each model follows strict conventions that allow us to build some logic on top of them. These standards, while simple, are incredibly powerful. They include guidelines for naming our models, the entities, the date at which the action happens, and the model itself.

These models are built by the data scientists based on the needs that arise.

Each experiment is represented by a record in our EXPERIMENTS table. We store the dashboard configuration that the user entered while creating the experiment dashboard on the front-end, as well as the calculated results. An Airflow DAG –  a job set up in the cloud that runs scheduled jobs – manages the daily update of the experiment results in this table. 

The front-end, powered by Streamlit

The front-end is built as a Streamit app, an open-source Python framework to deliver dynamic data apps with only a few lines of code. It allows our stakeholders to build experiment dashboards with just a few clicks. 

It leverages the back-end to create, edit, close, or delete experiment dashboards, and populate experiment results. We have built a fully functional app, with the feedback from our product managers, that allows them to easily: 

• Create a dashboard with just a few clicks and simple UX.
• Edit their dashboards to add/delete metrics as they need.
• See their experiment results with a verbose interpretation of the statistical metrics based on our very own stopping criteria – more on this in the statistical section. 
• Explore some useful information: interactive charts that show the historical evolution of the lift or the daily and cumulative traffic, technical specs like the queries that run in the background, and some sanity checks such as population balance.
• Close their dashboard and select which variant has won.
• Delete/duplicate their experiment dashboards.

Benefits of this approach

When building in-house solutions, there are typically both pros and cons. For us, the pros largely outweigh the cons, and here are some of the reasons: 

• Control over the statistical methodology: There is plenty of literature out there on what are the best methodologies to run statistical tests. With our implementation, we have control over which one we use, and we can update it as needed.
• Independence to implement new features: We can devote as many resources as we want to the improvement of the platform. We do not depend on an external party’s roadmap to deploy new functionalities.

Statistical Analysis with Bayesian Approach

Given the raw results of an experiment, we need to determine whether any observed change in a metric between the control and variant group is due to an impact of our product change on user behavior, or whether it’s merely due to noise. This is a crucial step to be able to decide whether or not to roll out a new feature.

To distinguish a signal of changed user behavior from noise, we employ a Bayesian approach which is implemented in a separate Python module. Unlike frequentist significance tests, this method allows us to not only make the binary decision whether or not the results are statistically significant but also to make robust statements on the magnitude of the change. In addition, in the Bayesian framework, we don’t need to run an experiment until we reach a predetermined sample size, but we can monitor results starting immediately after a test is launched and stop the test as soon as we have enough data (which may take a shorter amount of time when a variation has a large impact).

Instead of calculating a p-value with a hypothesis test at the end of a fixed time window, we continuously monitor three Bayesian measures for each metric in our experiment:

• The expected loss of each variant: this is a measure of the risk associated with rolling out a particular variant. It quantifies the drop that can be expected if we choose to roll out a variant but we chose wrong. Intuitively, this gives a sense of the “worst case” scenario, something that we can’t quantify in a frequentist framework.
• The probability to be best of each variant: this metric quantifies the probability that a particular variant performs better than any other variant in the test.
• The credible interval: similar to a confidence interval, this gives a lower and an upper bound for the lift or drop of a metric between the variant in question and a baseline control group.

We use these metrics in combination to decide whether enough data is available to stop an experiment and declare one variant the winning one. To avoid this decision to be influenced by biases of team members who have a vested interest in the outcome of the test, we solely rely on quantitative stopping criteria and only end a test if

• the test duration exceeds a minimum of 2 weeks,
• the expected loss of a variant is below a certain percentage threshold (typically 1%)
• and the probability to be best exceeds a certain threshold (80%)

In Gecko-core, we use an open source Python package called bayesian_testing to calculate the Bayesian metrics based on the raw results and apply our stopping criteria to the result. We implement this through a wrapper around different bayesian_testing classes for different underlying distributions (e.g. Bernoulli distributions for conversion tests or normal distributions for tests of means) which provides expected loss and probability to be best. We then calculate the credible interval as the interval between the 5th and 95th percentile of the posterior distribution from that package.

For cases where the underlying distribution doesn’t align with any of our defined distributions, we use our bootstrapping implementation to calculate the test results.

The output of our Bayesian analysis module consists of the three Bayesian metrics as well as an unambiguous rollout decision based on the stopping criteria, such as “Variant wins”, “Control wins,” or “Need more data.” Being able to generate these actionable conclusions from the raw data enables data scientists and stakeholders to interpret the outcome of a test without any room for subjective judgment.

Conclusion

In conclusion, the development and implementation of Gecko, The Knot Worldwide’s in-house experimentation platform, has been instrumental in advancing our ability to innovate and meet the evolving needs of our users. By leveraging a tailored solution that aligns perfectly with our unique requirements, we have gained unprecedented control over the statistical methodologies used in our A/B testing processes, enabling us to make data-driven decisions with confidence. This level of customization and standardization across teams has not only streamlined our experimentation efforts but also ensured that our product enhancements are both meaningful and effective for our diverse user base.

Looking ahead, Gecko will continue to play a crucial role in our product development strategy, empowering teams to quickly adapt and refine their approaches based on real-time data insights. The integration of Bayesian analysis further strengthens our ability to discern true user behavior changes from statistical noise, allowing for more nuanced and informed decision-making. As we continue to scale and evolve our platform, Gecko will remain at the forefront of our commitment to delivering a seamless and joyful experience for all who use our products.

By: Alex Wallace, Manager, Talent Brand

2024 was an extraordinary year at The Knot Worldwide (TKWW). From expanding our team to hitting ambitious milestones and launching exciting new products, we’ve grown, innovated, and collaborated to make wedding planning easier for couples and more manageable for vendors around the world. We want to give you a “peek behind the curtain” at all we were able to accomplish during the year and some of the moments we are proud of. 

A Year of Growth and Innovation

At TKWW, our vision is to ensure everyone around the world is empowered to create celebrations that are authentic to them. In 2024, we made significant strides toward that goal—both internally and externally.

• Record Membership Growth: 2024 is shaping up to be a record-breaking year for reaching new couples across the globe—achieving our highest membership year since The Knot and WeddingWire joined forces in 2019! Our platform continues to grow, and we’re thrilled to welcome so many new couples to our community.
• Product Launches and Expansion: We’ve broadened our offerings in a big way. This year, we welcomed Simply Eloped into the TKWW portfolio, expanding our services to reach even more couples and wedding professionals. We also introduced new products, from wedding registry innovations to fresh paper products. With the largest selection of registry products we’ve ever offered and a broader marketplace tailored to vendors’ needs, we’re proud of the strides we’ve made to serve both couples and the incredible professionals who help bring their wedding dreams to life.
• Global Impact and ESG: We’ve taken our Environmental, Social, and Governance (ESG) efforts to the next level, from launching new sustainability initiatives to  expanding our Employee Resource Groups to support our employees, we’re always striving to be mindful of our impact on the world. To read our latest Impact Report, click here. 

Power Growth with Technology and Teamwork

Behind every milestone, there’s a team of incredibly talented individuals. We’re proud of how our cross-functional teams have worked together to power our growth and innovation.

• Modernized Systems for a Smarter Future: We’ve completely modernized systems across key areas like sales, marketing, People, and cash management. This has not only made us more efficient but also positioned us to move faster and smarter as we scale. Our internal tools and processes are more refined than ever, with teams working seamlessly together to hit ambitious deadlines and execute with excellence.
• Stronger Foundations: We introduced The Knot Budget Advisor which provides couples with a wedding budget estimate based on what real couples spend so they can start to understand costs and create a budget that works for them. Check out more about this first-of-its-kind tool, here. 

Teamwork Makes the Dream Work

One of the things we’re most proud of this year is our ability to come together as one team. From product development to marketing campaigns, collaboration has been at the heart of everything we do.

• Better Together: Whether it was optimizing tools and processes or executing on roadmaps, our teams proved that when we collaborate we are truly able to forge new paths forward, together. We also celebrated our ability to optimize and innovate, from introducing AI-driven review summaries for our wedding pros to launching smarter marketplace search features that enhanced the couple experience.
• Vendor Partnerships: We know our vendors are key to The Knot Worldwide. This year, we listened to their feedback and made big improvements in how they interact with our platform. From offering new tiers of memberships starting with a free option for vendors to enhanced photo and video tools, we’ve already seen these updates deliver added value to our vendor community.

What’s next for TKWW?

As we close out 2024, we’re energized for the future—and we are especially excited to welcome Raina Moskowitz as our Chief Executive Officer and a member of the TKWW Board of Directors. 

By: Amelia Holliday, Director of Global Community

Earlier this month, The Knot Worldwide employees gathered both in person and virtually for Engage Worldwide, our annual kick-off event. The two days of Engage bring together over 2,000 global employees for a shared experience regardless of department, country, level, or tenure. Like any great engagement, Engage is all about connection—deepening our collective understanding of the business, aligning on the road ahead, spotlighting the incredible work happening across TKWW, and celebrating the vibrant culture that makes us who we are.

We took time to honor our wins and set our sights on the future to keep making magic for couples, for vendors, and for each other. This year’s theme “Where We’ve Been, Where We’re Going,” reflected this pivotal moment in TKWW’s journey and the momentum propelling us forward into the next chapter. 

Fueling Our Future

We kicked off Engage looking at the year ahead, while also taking a moment to reflect on the impact of our mission. Our new CEO, Raina Moskowitz, shared the impact of prioritizing moments of celebration, the value of recognizing both what we achieve and how the work gets done, and shared key moments that have shaped her own career, emphasizing the value of reflecting on where we’ve been to shape where we’re going.

Keynote speaker Lalin Anik expanded on this theme with her inspiring session The Power of Pause—a compelling reminder that moments of reflection can actually accelerate our momentum.

From there, spotlight demos took us behind the scenes of our business, giving our teams a deeper look into key areas like the impact of our WeddingPro community, the upcoming work driving our product and innovation and Employee Resource Groups (ERG). 

We wrapped up day 1 of Engage with powerful conversations on leadership, resilience, and how embracing challenges makes us stronger. 

Embracing Change & Strengthening Connections

On day 2, we dove deeper into our business with explored practical strategies for navigating change with confidence, learning how to prioritize effectively, recharge when needed, and stay focused on what’s within our control.

New this year, leadership panels gave our teams the chance to hear directly from TKWW leaders about their journeys offering candid insights on leadership, growth, and the valuable lessons they’ve learned along the way.

One of my biggest highlights of Engage was seeing our teams come together across the globe. At TKWW, we exist to help people celebrate life’s biggest moments—and this was a powerful reminder that connection matters—not just for the couples and vendors we serve, but for how we show up for one another as a team.

Drumroll, Please… Announcing Our Core Value Award Winners! 🏆🎉

One of the most inspiring moments of Engage is recognizing the teammates who truly embody what TKWW is all about. TKWW Core Value awards are unique in that they are selected based on peer nominations. By design, this type of recognition fosters a positive, collaborative environment and strengthens our teams. Our Core Value and Rising Star Award winners bring passion, innovation, and heart to everything they do, making a lasting impact on our team and the communities we serve. Let’s give them a well-deserved virtual round of applause! 👏✨

🌟 Rising Star
Neelanjona Sarkar & Reese Jones

💙 We Do the Right Thing
Bryan Tharpe & Rubén Comesaña

🚀 We Dream Big
Liz Beckner-Brown & Taylor Whitten

🔥 We Hustle Every Day
Chiara Bertolo & Emily Alexander

💡 We Love Our Users
Rima Barakeh & Keri Sowerby

🤝 We Win Together
Meabh Savage & Luis Gonzalez

What’s Next? Let’s Make It Happen!

As the confetti settles on Engage, we’re left with a renewed sense of purpose and momentum.

• Stronger connections fuel bigger impact.
• Embracing change makes us unstoppable.
• TKWW is just getting started—and we’re all shaping what’s next.

Planning and executing a global, hybrid kickoff of this scale is no easy feat, and requires thoughtful program management and cross-functional collaboration. A huge thank you to the teams behind the scenes and the incredible presenters who brought Engage to life—your insights, energy, and expertise made this experience truly unforgettable.

We’re already looking ahead to Engage 2026 and can’t wait for what’s in store!

Let’s go make magic together.

Q: Felicity, tell us about one of the biggest lessons you’ve learned in your career?

Throughout my 20+ year career, I’ve been fortunate to work with incredibly talented individuals who have shaped my journey in ways I never could have never imagined. One lesson that stands out was from a previous manager—an exceptional attorney who was smart, strategic, and business-oriented. 

One day, he announced that he was leaving his legal role to pursue a purely business position. At the time, I had no idea this was even possible! How could someone like him pivot away from the career path we both shared? I had so many questions, but what that moment made me realize is that I, too, had control over my career and, more importantly, I was the one who could define my path.

Q: Have you always had this sense of career ownership?

It wasn’t always like that for me. Early in my career, I didn’t take much initiative to “own” my trajectory. I followed the traditional lawyer’s path—spending several years in a law firm before moving in-house, just as many attorneys before me had done. I grew in my role and took on more responsibilities as they were given to me. But when my manager made his career shift, I realized I wasn’t creating my own opportunities. Instead, I was waiting for someone to tell me what to do next.

At the time, I’m not even sure I knew exactly what I wanted. But what mattered was that I realized I had the control to choose my path. That understanding was incredibly empowering.

Q: What steps did you take to create the path you wanted?

I took a step back to assess what I truly wanted from my career. Through self-reflection and discussions with mentors, family, and friends, I realized that I wanted to lead a legal team while also being part of a business that I felt passionate about. On a personal level, I knew my family had to be a priority—I wanted to provide for them and be present as a parent. Understanding these goals gave me the clarity I needed to take action.

From there, I mapped out the steps I needed to take. I looked for in-house roles that would allow me to expand my practice areas and gain the experience necessary for my career goals. I chose to pivot from a specialized M&A-focused role into a more generalized legal position. That shift wasn’t easy, but it changed everything. It gave me the space to understand what I liked, what I didn’t, and ultimately to create a role that worked for me. That empowerment led me to my current role as Chief Legal Officer.

Q: Love that! And how did this shift impact your personal life?

By finding a role that better aligned with my passions, I was able to strike a better balance and be more present with my family. More importantly, it gave me the chance to model for my children the idea that they, too, can create careers that work for them—not the other way around. I also showed them the importance of work-life integration, resilience, and being responsible for one’s own happiness and success.

Q: What advice would you give to others looking to take control of their career paths?

You are the one who defines your path. Don’t wait for someone else to tell you what’s next. Figure out what works for you, and have the courage to take action toward it. As we celebrate International Women’s Day and the theme of “Accelerating Action,” I challenge you to reflect on what truly matters to you and where you want your path to lead. Forget what it should look like on paper, or what others have told you it should look like. Understand your values, identify what makes you thrive, and be bold enough to create a path for yourself that aligns with those principles. Taking action—whether big or small—isn’t just empowering; it’s essential.

By: Sade Sydney (Manager, Payroll)

At TKWW, I have the privilege of being my full, authentic self every day. In a world where many people—especially Black and LGBTQ+ individuals—still face challenges in finding safe and supportive spaces, this is something I don’t take for granted.

As we recognize Juneteenth and Pride Month, I find myself reflecting on what these celebrations mean to me—not just as historical milestones but as deeply personal reminders of the power of visibility, liberation, and belonging.

At first glance, Juneteenth and Pride may seem like separate celebrations, but they are both rooted in the fight for liberation.

Juneteenth (June 19th) marks the day in 1865 when enslaved Black people in Texas were finally informed of their freedom—over two years after the Emancipation Proclamation. It reminds us that freedom delayed is not freedom denied, and that justice requires persistence.

Pride Month commemorates the 1969 Stonewall Riots, led largely by Black and Brown trans women and activists like Marsha P. Johnson. Their courage ignited the modern LGBTQ+ rights movement, pushing us closer to true equality.

Both Juneteenth and Pride celebrate progress while recognizing that the fight is far from over. They remind us that freedom is not just a moment in history—it’s an ongoing pursuit.

One of the things I value most about working at TKWW is how genuinely inclusive our culture is. I don’t have to filter parts of myself—I can openly share my life, my identity, and my experiences without fear of judgment.

That sense of belonging isn’t just a tagline at TKWW—it’s something I feel every day in real, tangible ways. I’ve never had to second-guess whether I can talk about my partner or share parts of my life. I can speak openly, just like anyone else, without fear of judgment. That kind of comfort is something I don’t take lightly.

Earlier this year, following a series of executive orders that stirred real concern across the LGBTQIA+ community, our Pride ERG sent out a message that I’ll never forget. It didn’t try to gloss over what was happening—it acknowledged the fear, confusion, and frustration many of us were feeling. But more importantly, it reminded us that we weren’t alone. We were offered context, reassurance, and actionable support. We were told it’s okay to pause, to take care of ourselves, and to lean on each other. That moment reminded me just how deeply rooted compassion is in our culture.

It’s one thing to be accepted at work—it’s another to be actively supported when the world feels heavy. In a time when many still feel pressure to hide or downplay who they are, I’m grateful to work in a place where I can be both Black and queer, and feel not just seen, but truly valued.

While I may not be the most active member of our Pride & Black @  TKWW ERGs, just knowing that this space exists means something. It’s a reminder that our company isn’t just talking about diversity—it’s actively creating a culture where people can thrive.

If there’s one thing Juneteenth and Pride teach us, it’s that progress happens when people show up. Here are some ways we can continue fostering inclusion:

• Listen and Learn: Educate yourself on Black and LGBTQ+ history, intersectionality, and lived experiences. 
• Use Your Voice: Speak up against discrimination, uplift marginalized voices, and advocate for equity.
• Support ERGs and Initiatives: Engage with company programs that promote inclusion, even if it’s just by attending an event or amplifying the message.
• Celebrate, Not Just in June: Recognize that inclusion is an ongoing effort, not just a one-month celebration.

As a TKWW leader, I support inclusion by showing up as my full, authentic self every day. I speak openly about who I am and create space where others feel safe to do the same. I also try to be a thoughtful listener and make sure people feel seen and respected.

My advice? You don’t need a big platform to make a meaningful impact. Inclusion starts with how you treat people—being kind, intentional, and open makes all the difference.

As we celebrate Juneteenth and Pride, let’s continue to show up for one another, today and every day.

Taking a Personal Problem and Creating a Global Solution

By Samantha Guzman, Sr. Marketing Designer & Neurodivergent@ TKWW ERG Chair

Two years ago, if someone had asked me about my career aspirations and sense of purpose, I would have struggled to provide a response. This was especially surprising for me, as I had always had clear ambitions since entering college—my passion for graphic design was unwavering. However, back then, I found myself in an unexpected and unfamiliar place, grappling with feelings of inadequacy and uncertainty. It was a time when I didn’t even recognize myself.

During this period, I was fighting an internal battle—mentally checked out, dealing with impostor syndrome, and managing high-functioning anxiety while living with an invisible disability. These challenges manifested in ways that I didn’t fully understand; my symptoms subtly affected my performance in a profession that thrives on attention to detail and creativity. I was that graphic designer who struggled with forgetfulness, missed deadlines, and often spaced out during crucial project meetings. For a long time, I accepted this as my normal.

The turning point came when my manager here at TKWW pointed out my ongoing performance issues despite my sincere efforts to improve. This was a wake-up call. I realized I had been avoiding facing these underlying challenges for too long. As I reflected on my experiences, I recalled instances from junior high where teachers noted my tendency to space out, as well as traits I considered typical for a kid, such as forgetfulness and procrastination. All these signs began to align, leading me to consider the possibility of ADHD.

Fortunately, I had a mentor who specialized in neurodiversity. Her encouragement to seek further understanding and support was invaluable, even though fear held me back from disclosing my struggles to my manager and the HR department. I soon recognized that bypassing these crucial conversations was my first mistake. Taking a brave step forward, I consulted my primary care doctor, who recommended a psychiatrist. After consultations and assessments, I was formally diagnosed with inattentive ADHD and generalized anxiety disorder. Instead of feeling defeated, I experienced a profound sense of relief; I finally had answers that illuminated my experiences.

Upon sharing my diagnosis with my manager, her supportive response gave me hope, but it was too late. Our next meeting was with an HR manager where I was being put on a performance improvement plan (PIP) due to my previous struggles. Faced with this new reality, I felt a renewed sense of urgency. Instead of viewing this as a setback, I saw it as an opportunity to rise to the challenge. With guidance from my psychiatrist and therapist, I embraced routines that would help me thrive while managing my ADHD and anxiety.

I adopted practical strategies, including breaking tasks into manageable segments using the Pomodoro technique, leveraging technology for meetings and projects, and, most importantly, allowing myself grace. With determination and an intentional approach, my performance improved significantly over the course of 30 days. The recognition I received from my manager and HR was a testimony to my hard work and commitment to personal growth. More than that, it was a validation of my value within the team—a reminder that I was not just a cog in the machine but a contributing member of a supportive environment.

As I continued to refine my strategies over the next year, I realized that these experiences could serve a greater purpose. When our CMO, Jenny Lewis, introduced the MIDP, I saw an opportunity to transform my personal journey into something that could benefit others — a global solution. I recognized that many colleagues might be quietly battling their own challenges, feeling isolated and ashamed, just as I once did.

In the early months of 2024, I leveraged my experiences to develop a proposal for a company-wide initiative designed to foster an inclusive environment for individuals navigating similar challenges. Embracing vulnerability and advocating for support not only empowers individuals but also strengthens our entire organization.

Additionally, another goal I was aiming to achieve was getting a promotion. Since uncovering my struggles, I had missed out on two raises and any opportunity for promotion. It was disheartening. However, rather than allowing that setback to define me, I continued to commit to rising above it. I was determined to work tirelessly to turn my situation around.

I am incredibly grateful for the support I received from two amazing individuals in my corner: Melissa Brody, my first manager in Creative Services, and Jen Lee, my current manager on The Bump. Their unwavering belief in my potential was instrumental in helping me find my footing. They worked diligently to create an environment that allowed me to thrive, turning challenges into opportunities for growth.

Between 2024 and now, I have put my heart and soul into becoming the best version of myself. By harnessing my design skills without restraint, I was able to revitalize The Bump’s brand identity, making it more dynamic and stunning each day. This creative freedom not only reignited my passion but also allowed me to flex my leadership capabilities as the founder and chair of our Neurodivergent@ ERG. In this role, I get to be my authentic self, finally removing the masks I’ve been wearing, while inspiring others to embrace their individuality and creating a safe space for all of us to learn and grow together.

Reflecting on the first few months of 2025, I am overwhelmed with pride at what I’ve accomplished. I had the privilege of speaking at our ENGAGE Conference in February, where I introduced our sixth Employee Resource Group (ERG), a legacy that I hope will endure as long as the company remains. An opportunity to share our mission with Raina, our new CEO, was particularly meaningful to me, as we connected on an emotional level about the goals we are pursuing together. One of the biggest highlights was launching our first-ever celebration of neurodiversity at TKWW, a milestone that truly highlights our commitment to inclusivity and understanding. And I am beyond excited to share that I finally received the promotion I have always aspired to achieve!

To anyone currently facing challenges, I encourage you to lean on your support system and remain steadfast in your pursuit of growth. Remember that setbacks can become stepping stones, and with determination and support, it is possible to achieve your dreams. 

Let my journey serve as a reminder: it is okay to seek support, to open up about our struggles, and to transform our challenges into actionable change for the greater good. We are all valuable contributors to our team, and our unique perspectives enrich the workplace. 

Let’s continue to lift each other up and create a supportive community where every voice matters.