diff --git a/src/components/common/NetworkSelector/index.tsx b/src/components/common/NetworkSelector/index.tsx
index 0ca280bd10..fd9bdc0971 100644
--- a/src/components/common/NetworkSelector/index.tsx
+++ b/src/components/common/NetworkSelector/index.tsx
@@ -24,7 +24,9 @@ const NetworkSelector = (): ReactElement => {
 
     trackEvent({ ...OVERVIEW_EVENTS.SWITCH_NETWORK, label: selectedChainId })
 
-    const shouldKeepPath = [AppRoutes.load, AppRoutes.open].includes(router.pathname)
+    const shouldKeepPath = [AppRoutes.load, AppRoutes.open, AppRoutes.newSafe.create, AppRoutes.newSafe.add].includes(
+      router.pathname,
+    )
 
     const newRoute = {
       pathname: shouldKeepPath ? router.pathname : '/',
diff --git a/src/components/safe-apps/SafeAppLandingPage/AppActions.tsx b/src/components/safe-apps/SafeAppLandingPage/AppActions.tsx
index 27574d9e23..76bd42eb51 100644
--- a/src/components/safe-apps/SafeAppLandingPage/AppActions.tsx
+++ b/src/components/safe-apps/SafeAppLandingPage/AppActions.tsx
@@ -15,6 +15,7 @@ import { AppRoutes } from '@/config/routes'
 import useOwnedSafes from '@/hooks/useOwnedSafes'
 import { CTA_BUTTON_WIDTH, CTA_HEIGHT } from '@/components/safe-apps/SafeAppLandingPage/constants'
 import CreateNewSafeSVG from '@/public/images/open/safe-creation.svg'
+import useNewSafeRoutes from '@/hooks/useNewSafeRoutes'
 
 type Props = {
   appUrl: string
@@ -30,6 +31,7 @@ const AppActions = ({ wallet, onConnectWallet, chain, appUrl, app }: Props): Rea
   const lastUsedSafe = useLastSafe()
   const ownedSafes = useOwnedSafes()
   const addressBook = useAppSelector(selectAllAddressBooks)
+  const { createSafe } = useNewSafeRoutes()
   const chains = useAppSelector(selectChains)
   const compatibleChains = app.chainIds
 
@@ -71,7 +73,7 @@ const AppActions = ({ wallet, onConnectWallet, chain, appUrl, app }: Props): Rea
     case shouldCreateSafe:
       const redirect = `${AppRoutes.apps}?appUrl=${appUrl}`
       const createSafeHrefWithRedirect: UrlObject = {
-        pathname: AppRoutes.open,
+        pathname: createSafe,
         query: { safeViewRedirectURL: redirect, chain: chain.shortName },
       }
       button = (
diff --git a/src/components/welcome/index.tsx b/src/components/welcome/index.tsx
index 89b2be5346..f1b445139d 100644
--- a/src/components/welcome/index.tsx
+++ b/src/components/welcome/index.tsx
@@ -3,9 +3,11 @@ import { Button, Divider, Grid, Paper, Typography } from '@mui/material'
 import { useRouter } from 'next/router'
 import { CREATE_SAFE_EVENTS, LOAD_SAFE_EVENTS } from '@/services/analytics/events/createLoadSafe'
 import Track from '../common/Track'
+import useNewSafeRoutes from '@/hooks/useNewSafeRoutes'
 
 const NewSafe = () => {
   const router = useRouter()
+  const { createSafe, addSafe } = useNewSafeRoutes()
 
   return (
     <>
@@ -28,7 +30,7 @@ const NewSafe = () => {
               for creating your new Safe.
             </Typography>
             <Track {...CREATE_SAFE_EVENTS.CREATE_BUTTON}>
-              <Button variant="contained" onClick={() => router.push('/open')}>
+              <Button variant="contained" onClick={() => router.push(createSafe)}>
                 + Create new Safe
               </Button>
             </Track>
@@ -43,7 +45,7 @@ const NewSafe = () => {
               address.
             </Typography>
             <Track {...LOAD_SAFE_EVENTS.LOAD_BUTTON}>
-              <Button variant="outlined" onClick={() => router.push('/load')}>
+              <Button variant="outlined" onClick={() => router.push(addSafe)}>
                 Add existing Safe
               </Button>
             </Track>
diff --git a/src/config/routes.ts b/src/config/routes.ts
index 8696da8c5a..9f7b10bcd7 100644
--- a/src/config/routes.ts
+++ b/src/config/routes.ts
@@ -5,13 +5,16 @@ export const AppRoutes = {
   load: '/load',
   index: '/',
   home: '/home',
-  createSafe: '/create-safe',
   apps: '/apps',
   addressBook: '/address-book',
   balances: {
     nfts: '/balances/nfts',
     index: '/balances',
   },
+  newSafe: {
+    create: '/new-safe/create',
+    add: '/new-safe/add',
+  },
   settings: {
     spendingLimits: '/settings/spending-limits',
     setup: '/settings/setup',
diff --git a/src/hooks/useABTest.ts b/src/hooks/useABTest.ts
new file mode 100644
index 0000000000..f1c2b4ad02
--- /dev/null
+++ b/src/hooks/useABTest.ts
@@ -0,0 +1,18 @@
+import { localItem } from '@/services/local-storage/local'
+import useLocalStorage from '@/services/local-storage/useLocalStorage'
+
+const getAbTestKey = (name: string) => {
+  return `AB__${name}`
+}
+
+export const getAbTestIsB = (name: string) => {
+  return localItem<boolean>(getAbTestKey(name)).get()
+}
+
+const useABTest = (name: string): boolean => {
+  const [isB] = useLocalStorage<boolean>(getAbTestKey(name), Math.random() > 0.5, true)
+
+  return isB
+}
+
+export default useABTest
diff --git a/src/hooks/useNewSafeRoutes.ts b/src/hooks/useNewSafeRoutes.ts
new file mode 100644
index 0000000000..6bf66dc024
--- /dev/null
+++ b/src/hooks/useNewSafeRoutes.ts
@@ -0,0 +1,15 @@
+import useABTest from '@/hooks/useABTest'
+import { AppRoutes } from '@/config/routes'
+
+export const NEW_SAFE_AB_TEST_NAME = 'newSafe'
+
+const useNewSafeRoutes = () => {
+  const shouldUseNewRoute = useABTest(NEW_SAFE_AB_TEST_NAME)
+
+  return {
+    createSafe: shouldUseNewRoute ? AppRoutes.newSafe.create : AppRoutes.open,
+    addSafe: shouldUseNewRoute ? AppRoutes.newSafe.add : AppRoutes.load,
+  }
+}
+
+export default useNewSafeRoutes
diff --git a/src/pages/demo.tsx b/src/pages/demo.tsx
deleted file mode 100644
index 20c09006d8..0000000000
--- a/src/pages/demo.tsx
+++ /dev/null
@@ -1,17 +0,0 @@
-import type { NextPage } from 'next'
-import Head from 'next/head'
-import CreateSafe from '@/components/new-safe/CreateSafe'
-
-const Open: NextPage = () => {
-  return (
-    <main>
-      <Head>
-        <title>Safe – Create Safe</title>
-      </Head>
-
-      <CreateSafe />
-    </main>
-  )
-}
-
-export default Open
diff --git a/src/pages/new-safe/add.tsx b/src/pages/new-safe/add.tsx
new file mode 100644
index 0000000000..9355127e8a
--- /dev/null
+++ b/src/pages/new-safe/add.tsx
@@ -0,0 +1,3 @@
+import Load from '../load'
+
+export default <Load />
diff --git a/src/pages/create-safe.tsx b/src/pages/new-safe/create.tsx
similarity index 100%
rename from src/pages/create-safe.tsx
rename to src/pages/new-safe/create.tsx
diff --git a/src/services/analytics/events/createLoadSafe.ts b/src/services/analytics/events/createLoadSafe.ts
index e210008f20..dd443177f4 100644
--- a/src/services/analytics/events/createLoadSafe.ts
+++ b/src/services/analytics/events/createLoadSafe.ts
@@ -1,59 +1,77 @@
+import { getAbTestIsB } from '@/hooks/useABTest'
+import { NEW_SAFE_AB_TEST_NAME } from '@/hooks/useNewSafeRoutes'
 import { EventType } from '@/services/analytics/types'
 
 export const CREATE_SAFE_CATEGORY = 'create-safe'
 
+// We cannot read the value immediately as the option may not have been decided yet
+const isB = () => {
+  return getAbTestIsB(NEW_SAFE_AB_TEST_NAME) ? 'New' : 'Old'
+}
+
 export const CREATE_SAFE_EVENTS = {
   CREATE_BUTTON: {
     action: 'Open stepper',
     category: CREATE_SAFE_CATEGORY,
+    abTest: isB,
   },
   NAME_SAFE: {
     event: EventType.META,
     action: 'Name Safe',
     category: CREATE_SAFE_CATEGORY,
+    abTest: isB,
   },
   OWNERS: {
     event: EventType.META,
     action: 'Owners',
     category: CREATE_SAFE_CATEGORY,
+    abTest: isB,
   },
   THRESHOLD: {
     event: EventType.META,
     action: 'Threshold',
     category: CREATE_SAFE_CATEGORY,
+    abTest: isB,
   },
   SUBMIT_CREATE_SAFE: {
     event: EventType.META,
     action: 'Submit Safe creation',
     category: CREATE_SAFE_CATEGORY,
+    abTest: isB,
   },
   REJECT_CREATE_SAFE: {
     event: EventType.META,
     action: 'Reject Safe creation',
     category: CREATE_SAFE_CATEGORY,
+    abTest: isB,
   },
   RETRY_CREATE_SAFE: {
     event: EventType.META,
     action: 'Retry Safe creation',
     category: CREATE_SAFE_CATEGORY,
+    abTest: isB,
   },
   CANCEL_CREATE_SAFE: {
     event: EventType.META,
     action: 'Cancel Safe creation',
     category: CREATE_SAFE_CATEGORY,
+    abTest: isB,
   },
   CREATED_SAFE: {
     event: EventType.META,
     action: 'Created Safe',
     category: CREATE_SAFE_CATEGORY,
+    abTest: isB,
   },
   GET_STARTED: {
     action: 'Load Safe',
     category: CREATE_SAFE_CATEGORY,
+    abTest: isB,
   },
   GO_TO_SAFE: {
     action: 'Open Safe',
     category: CREATE_SAFE_CATEGORY,
+    abTest: isB,
   },
 }
 
diff --git a/src/services/analytics/gtm.ts b/src/services/analytics/gtm.ts
index 6520a1b9ed..ed56ccd556 100644
--- a/src/services/analytics/gtm.ts
+++ b/src/services/analytics/gtm.ts
@@ -91,6 +91,7 @@ type ActionGtmEvent = GtmEvent & {
   eventCategory: string
   eventAction: string
   eventLabel?: EventLabel
+  abTest?: string
 }
 
 type PageviewGtmEvent = GtmEvent & {
@@ -118,6 +119,10 @@ export const gtmTrack = (eventData: AnalyticsEvent): void => {
     gtmEvent.eventLabel = eventData.label
   }
 
+  if (eventData.abTest) {
+    gtmEvent.abTest = eventData.abTest()
+  }
+
   gtmSend(gtmEvent)
 }
 
diff --git a/src/services/analytics/types.ts b/src/services/analytics/types.ts
index 1898ed3bda..2307e586d1 100644
--- a/src/services/analytics/types.ts
+++ b/src/services/analytics/types.ts
@@ -15,6 +15,7 @@ export type AnalyticsEvent = {
   category: string
   action: string
   label?: EventLabel
+  abTest?: () => string
 }
 
 export type SafeAppEvent = {
diff --git a/src/services/local-storage/useLocalStorage.ts b/src/services/local-storage/useLocalStorage.ts
index 94f3f68300..0ed61ef316 100644
--- a/src/services/local-storage/useLocalStorage.ts
+++ b/src/services/local-storage/useLocalStorage.ts
@@ -1,19 +1,38 @@
 import type { Dispatch, SetStateAction } from 'react'
-import { useState, useCallback, useEffect } from 'react'
+import { useState, useCallback } from 'react'
 import local from './local'
 
-const useLocalStorage = <T>(key: string, initialState: T): [T, Dispatch<SetStateAction<T>>] => {
-  const [cache, setCache] = useState<T>(initialState)
+/**
+ * Locally persisted equivalent of `useState` that saves to `localStorage` when `setNewValue` is called
+ * or (initially) when `shouldPersistInitialState` is `true`
+ *
+ * @param key `localStorage` key to store under
+ * @param initialState default state to return if no `localStorage` value exists
+ * @param shouldPersistInitialState if no `localStorage` value exists, persist the `initialState` in `localStorage`
+ * @returns persisted state if it exists, otherwise `initialState`
+ */
 
-  useEffect(() => {
-    const initialValue = local.getItem<T>(key)
-    if (initialValue !== undefined) {
-      setCache(initialValue)
+const useLocalStorage = <T>(
+  key: string,
+  initialState: T,
+  shouldPersistInitialState = false,
+): [T, Dispatch<SetStateAction<T>>] => {
+  const [cache, setCache] = useState<T>(() => {
+    const value = local.getItem<T>(key)
+
+    if (value !== undefined) {
+      return value
+    }
+
+    if (shouldPersistInitialState) {
+      local.setItem(key, initialState)
     }
-  }, [setCache, key])
 
-  const setNewValue = useCallback(
-    (value: T | ((prevState: T) => T)) => {
+    return initialState
+  })
+
+  const setNewValue: Dispatch<SetStateAction<T>> = useCallback(
+    (value) => {
       setCache((prevState) => {
         const newState = value instanceof Function ? value(prevState) : value