B12
B12 (Unlimited Labs Inc.) is an AI-powered website builder and integrated small-business platform that generates production-coded websites and bundles them with scheduling, payments, CRM, and SEO tools for solo and small professional-services firms and other SMBs.
- Company typePrivate
- Founded2016
- HeadquartersNew York, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What B12 does
B12 (legal entity Unlimited Labs Inc.) is a New York-based, privately held software company founded in 2016 that operates an AI-powered website builder and integrated small-business platform. Its flagship product generates a complete, production-coded website — rather than a static template — from a short natural-language onboarding conversation; an in-platform AI Assist handles conversational edits, and an autonomous AI Agent performs multi-step website operations. These AI capabilities are coordinated by an internal orchestration layer branded "Orchestra," and the company's AI stack spans text, image, and code modalities.
Around the AI website builder, B12 offers an integrated suite of small-business modules: client intake forms, contact manager, email marketing and automation, online scheduling, payments and invoicing (Stripe, PayPal), contracts and e-signatures, on-page SEO, and a Listings & SEO dashboard, alongside a broad catalog of third-party integrations (Calendly, Drift, Typeform, Shopify, Ecwid, Weglot, and more). A human-expert layer — including dedicated launch specialists, a 30-day launch service, and a B12 Expert Marketplace (marketplace.b12.io) — refines AI output and upsells professional services such as copywriting, design, and SEO.
B12 targets solo and small professional-services firms (notably law firms, insurance agencies, and consultants) and other resource-constrained SMBs that need a credible online presence without hiring an agency or learning to code. The company monetizes primarily through recurring subscriptions (currently promoted at $1/month for the first three months before stepping up to undisclosed standard pricing), supported by a freemium/trial funnel, a customer referral program ($40 credit to each side), and an Awin-powered affiliate program. B12 reports having created 4M+ websites for 2M+ businesses with a globally distributed team of 60+ across the US, Canada, Kyrgyzstan, and Turkey, and has raised approximately $28.1M across a 2016 early-stage round (led by General Catalyst) and a 2021 $15.7M round (led by Tola Capital).
B12 firmographics
Firmographics- Name
- B12
- Legal name
- Unlimited Labs Inc.
- Website
- https://b12.io
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- B12 (Unlimited Labs Inc.) is an AI-powered website builder and integrated small-business platform that generates production-coded websites and bundles them with scheduling, payments, CRM, and SEO tools for solo and small professional-services firms and other SMBs.
- Ownership category
- akta.pro rank
B12 industry classification
Industry- Product category
- AI Website Builder Software
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Creator Monetization Tools (Subscriptions, Tips, Merch) (BPAMALAH)
- akta.pro secondary industry
- Creator Monetization & Tipping Platforms (MPACABAE)
Keywords
Where B12 is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
B12 business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription plans: Recurring monthly/annual subscriptions for the AI website builder and related services; entry point currently promoted at $1/month for the first 3 months before stepping up to standard pricing.
- Freemium / free trial: Free tier and/or trial used to drive top-of-funnel signups that convert into paying subscribers.
- Referral / affiliate program: "Give $40, Get $40" customer referral program plus an Awin affiliate program that drives partner-sourced subscriptions.
- Professional services / launch specialist add-ons: Human-expert services (copywriting, design, SEO, content) bundled with or upsold on top of subscriptions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Promotional entry plan: $1/month for the first 3 months |
| Subscription | Annual | Standard subscription tiers (pricing not publicly disclosed) |
| Freemium | Pay-as-you-go | Free trial / freemium entry |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels8 records
B12 product offering
Product offeringCore offering
B12 sells a subscription-based AI website builder that generates complete, production-ready websites (text, images, and underlying code) from a short onboarding conversation, rather than assembling static templates. Around this core it bundles integrated client-engagement modules — intake forms, contact manager, email marketing, online scheduling, payments and invoicing, contracts and eSignatures, on-page SEO, and a Listings & SEO dashboard — and offers human-expert launch services to refine copy, design, and SEO.
Product overview
B12's offering is a platform-plus-modules architecture rather than a single monolithic product, organized around an AI-first core that generates real production code rather than templates. At the center is the AI Website Builder, which is augmented by an autonomous AI Agent for multi-step website operations and an AI Assist for conversational editing; an AI-powered chatbot layer and a "Website Generator GPT" extend these generative capabilities. Around that core sits a suite of integrated business modules — Client Intake Forms, Contact Manager, Email Marketing & Automation, Online Scheduling, Payments & Invoicing (with Stripe and PayPal), Contracts & eSignatures, On-Page SEO, the Listings & SEO Dashboard, and Website Conversion Tools — that turn a generated site into a complete customer-acquisition and operations platform. Layered on top are human-expert services, including a "Hire an Expert" offering, a dedicated B12 Expert Marketplace at marketplace.b12.io, and a 30-Day Launch Service that guarantees a delivered website within 30 days. Supporting growth programs include the B12 Affiliate Program (operated with Awin) and a customer Referral Program offering "Give $40, Get $40" credits.
Differentiator
Problem solved
Functional benefit
Brands
- Orchestra: Separate B12 product/initiative hosted at orchestra.b12.io, listed under B12's AI product offerings on the main website.
Products and services
- AI Website Builder (B12 2.0) Subscription-based AI website builder that generates a complete, production-ready website (text, images, and underlying code) from a brief about the user's business in roughly 60 seconds, targeting small business owners and professional services firms.
- B12 Expert Marketplace Online marketplace (marketplace.b12.io) where customers can browse and hire B12-vetted creative and technical experts (designers, copywriters, SEO specialists) for project-based website, marketing, and operations work.
- 30-Day Launch Service Done-for-you launch service guaranteeing that a customer's AI-generated, expert-refined website is delivered and launched within 30 days.
- Hire an Expert / Creative Services Human-expert service where customers can hire vetted B12 designers, copywriters, SEO specialists, and other creative professionals to assist with their website and online presence, delivered alongside the AI products.
Quantifiable outcome
- Generates a draft, full-code website in approximately 60 seconds, with human expert refinements delivered within 24 hours.
- +3 more outcomes
Companies that use B12
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles3 records
B12 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration36 records
AI capability12 records
Feature7 records
B12 partnerships and signals
Strategic signalPartnerships
29 partnerships are on record, tiered core integration, core channel, strategic and standard integration.
- Stripecore integrationPayments integration embedded in B12 sites, enabling customers to accept online payments directly from their B12-built websites. Stripe is a technology/integration partner that provides the payment processing rails to B12 and its customers.
- Awincore channelAffiliate/partner network on which B12 is listed, allowing affiliate publishers to promote B12 and refer customers in exchange for commission. Functions as a distribution/affiliate channel.
- EasistrategicPartner announced for AI integration work with B12, supporting product/AI capabilities. Described in the source as an AI-integration partner.
- SagacifystrategicReferenced alongside Easi as a partner in AI-related work; positioned as a co-development / strategic partner in the AI stack that supports B12.
- Google (account integration)standard integrationIntegration enabling B12 customers to connect Google services (e.g., Google Calendar, Google Forms, third-party account) to their B12-built sites.
- Meta (Facebook / Instagram)standard integrationThird-party account integrations for Facebook and Instagram, allowing customers to surface social content and run social-driven workflows on B12 sites.
- Twitter / Xstandard integrationThird-party account integration that lets B12 customers connect and display their X/Twitter feed on B12 sites.
- YouTube (Alphabet)standard integrationThird-party account integration that enables B12 customers to embed YouTube videos and channels on their B12 sites.
- Amazonstandard integrationThird-party account integration referenced on the B12 integrations page (e.g., for product listings or affiliate links).
- Calendlystandard integrationScheduling integration that allows B12 customers to embed Calendly booking flows on their sites.
- Driftstandard integrationLive-chat / conversational marketing integration available on B12 sites.
- Typeformstandard integrationForm integration enabling B12 customers to embed Typeform forms for lead capture and surveys.
- Eventbritestandard integrationIntegration that lets B12 customers surface and sell Eventbrite events on their B12 sites.
- WhatsAppstandard integrationMessaging integration allowing B12 customers to add WhatsApp contact/chat to their sites.
- Shopifystandard integrationE-commerce integration enabling B12 customers to connect Shopify stores to their B12-built sites.
- PayPalstandard integrationPayments integration providing a PayPal checkout option on B12 sites.
- WordPressstandard integrationIntegration that allows content or functionality to be shared between WordPress and B12-built sites.
- LinkedInstandard integrationSocial account integration allowing B12 customers to surface LinkedIn content and company profiles on their B12 sites.
- MemberSpacestandard integrationMembership / paywall integration that lets B12 customers gate content on their sites.
- Yotpostandard integrationReviews integration that lets B12 customers display product reviews on their B12 sites.
- Kudobuzzstandard integrationReviews / social-proof integration for B12 sites.
- Disqusstandard integrationComments integration that lets B12 customers add Disqus-powered commenting to their sites.
- Weglot / ConveyThisstandard integrationTranslation/localization integrations that allow B12 customers to publish multi-language sites.
- Donatelystandard integrationOnline fundraising / donations integration for B12 customers running nonprofit or campaign pages.
- Ecwid / PayWhirlstandard integrationE-commerce and subscription-billing integrations available to B12 customers.
- OpenTablestandard integrationReservation integration that lets restaurant B12 customers accept OpenTable reservations on their sites.
- Zillowstandard integrationReal-estate listing integration that lets B12 customers in real estate surface Zillow content.
- POWR
- Medium / RSSstandard integrationContent syndication integrations (Medium, RSS feeds) that let B12 customers display external blog content on their B12 sites.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
B12 competitors and assessment
Company assessmentDirect peers
- Durable: AI-first website builder for SMBs that competes head-to-head with B12 on the same customer profile (solo and small business owners) with a similar PLG funnel. B12's reported third-party #2 ranking for professional services with human expert support was directly behind Durable, confirming a tight competitive comparison.
- Webflow: Visual website builder with a no-code editor and code export capability, positioned upmarket from B12 toward designers, agencies, and professional services. Overlaps directly with B12's no-code editor with code-export feature and targets many of the same law-firm, consulting, and SMB customers willing to pay for higher-end design output.
Broad incumbents
- WordPress.com: Hosted WordPress platform with AI site-generation features, a massive third-party plugin ecosystem, and a long-standing SMB and professional-services user base. Competes with B12 on breadth of integrations and SEO, and is even a listed B12 integration, indicating channel adjacency.
- Shopify: Dominant e-commerce platform that has expanded into full website building, payments, scheduling, and email marketing — overlapping B12's e-commerce, payments, and client-engagement modules. Comparable as a one-stop SMB operating system, though it is anchored on retail rather than professional services.
- Squarespace: Long-established website builder known for design-led SMB sites, including professional services, creators, and small retailers. Recently taken private, with AI design tools now integrated into its platform. Comparable to B12 on target customer (design-sensitive SMBs) and on bundled scheduling, payments, and email marketing modules.
- GoDaddy Website Builder: Incumbent mass-market website builder bundled with GoDaddy's domain, hosting, and SMB services stack. Targets the same resource-constrained SMB segment as B12 and competes on bundled pricing plus integrated payments, scheduling, and email — overlapping several of B12's client-engagement modules.
- Wix: Public, multi-billion-dollar incumbent website builder that has added AI design features (Wix ADI) directly competing with B12's AI Website Builder. Targets the same SMB and professional-services customer base but offers a much broader platform portfolio including business applications, bookings, payments, and e-commerce.
- HubSpot CMS Hub: Enterprise-leaning CMS bundled with HubSpot's CRM, marketing automation, scheduling, and payments modules. Competes with B12 for consulting and professional-services firms that want an integrated CRM-plus-website stack, though at a much higher price point and SMB-unfriendly tier.
Emerging players
- Framer: AI-assisted website builder that generates production sites from prompts, with a strong designer/agency user base. Compares to B12 on AI-first generation and code export, but skews toward higher-design output and design-savvy users rather than time-poor SMB operators.
- Carrd: Lightweight, low-cost website builder popular with solo professionals, creators, and SMBs for simple one-page and landing-page sites. Competes with B12 at the low end of the SMB funnel on price and simplicity, though without B12's AI generation or human-expert layer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
B12 social profiles
Digital presenceB12 compliance and trust
Trust signalCompliance3 records
B12 financial estimates
Financial estimateRevenue estimate
Valuation estimate
B12 leadership team
Management profileNumber of profiles
Profiles6 records
B12 funding detail
Funding detailFunding overview
Funding rounds3 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
B12 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about B12
What does B12 do?
B12 sells a subscription-based AI website builder that generates complete, production-ready websites (text, images, and underlying code) from a short onboarding conversation, rather than assembling static templates. Around this core it bundles integrated client-engagement modules — intake forms, contact manager, email marketing, online scheduling, payments and invoicing, contracts and eSignatures, on-page SEO, and a Listings & SEO dashboard — and offers human-expert launch services to refine copy, design, and SEO.
Is B12 a public or private company?
B12 is a private company. It is classified as venture growth investor backed and is currently operating.
When was B12 founded?
B12 was founded in 2016. It employs 11 to 50 people.
Where is B12 based?
B12 is headquartered in New York, United States, in the North America region.
How does B12 make money?
Four revenue lines are on record. Subscription plans are the primary driver. The others are freemium / free trial, referral / affiliate program and professional services / launch specialist add-ons.
Who are B12's main competitors?
Direct peers on record are Durable and Webflow. Broad incumbents are WordPress.com, Shopify, Squarespace, GoDaddy Website Builder, Wix and HubSpot CMS Hub. Emerging players are Framer and Carrd.
Does B12 have an API?
No public API is recorded for B12.
What industry is B12 in?
B12's product category is AI Website Builder Software. Its primary akta.pro industry code is BPAMALAH, Creator Monetization Tools (Subscriptions, Tips, Merch), with a secondary code of MPACABAE, Creator Monetization & Tipping Platforms. Its NAICS code is 5132 and its SIC code is 7372.