10up
10up is a WordPress-specialized digital agency (now the WordPress Practice of Fueled) that designs, engineers, and maintains enterprise WordPress platforms for governments, publishers, and Fortune 500 clients, monetizing via professional services, SiteWatch maintenance subscriptions, AI tooling, and publisher ad-revenue optimization.
- Company typePrivate
- Founded2011
- HeadquartersRoseville, United States
- Headcount251–500
- GTM typeB2B
- OfferingServices
What 10up does
10up is a WordPress-specialized digital agency, founded in 2011 and headquartered in Roseville, California, with a distributed team of 251–500 employees operating globally across North America, Europe, and the Middle East. Since 2025, 10up has operated as the WordPress Practice of Fueled following acquisition, retaining its brand identity while integrating into a broader digital services portfolio. The company serves enterprise, government, and media/publishing clients including the White House, California DMV, Google, Microsoft, Salesforce, Disney, Harvard, Mayo Clinic, Al Jazeera, and POLITICO Europe, delivering custom website design, front-end and back-end engineering, headless WordPress architectures (React/GraphQL on AWS), accessibility-compliant builds (WCAG 2.1 AA), and 24/7 managed services.
The company's core technology stack is anchored on WordPress and the open-source ecosystem: 10up maintains the ElasticPress Elasticsearch plugin, the ClassifAI AI toolkit (integrating OpenAI, Azure AI, Google Gemini, Grok, Ollama, and Chrome AI), and contributes substantially to WordPress core (15 contributors to the 6.9 release). It also operates a WordPress VIP Gold Agency Partnership, granting preferred enterprise referral access. Proprietary productized offerings include SiteWatch (24/7 WordPress maintenance subscriptions tiered from $1,000 to $6,000+/month per site with AI-powered Visual Regression Testing), SiteWatch Cerberus (DAST security scanning at $1,000–$4,000 per URL), SiteWatch Development Advantage ($17,500 for 100 prepaid development hours), and AcceleRev (publisher ad-revenue optimization on a 15% revenue-share plus $1,450/month managed tier).
10up monetizes through a mix of professional services (custom enterprise and government engagements), recurring SiteWatch subscriptions, per-URL security testing, performance-based ad-revenue share, and open-source distribution that funnels into paid engagements. Its go-to-market combines direct enterprise sales with RFP responses for government clients, a self-service SiteWatch funnel, and developer-relations-led inbound from open-source plugin adoption. The company holds no venture funding and has historically been bootstrapped under prior leadership before the 2025 Fueled acquisition.
10up firmographics
Firmographics- Name
- 10up
- Legal name
- 10up Inc.
- Website
- https://10up.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- 10up is a WordPress-specialized digital agency (now the WordPress Practice of Fueled) that designs, engineers, and maintains enterprise WordPress platforms for governments, publishers, and Fortune 500 clients, monetizing via professional services, SiteWatch maintenance subscriptions, AI tooling, and publisher ad-revenue optimization.
- Ownership category
- akta.pro rank
Where 10up is headquartered
LocationHeadquarters
- HQ city
- Roseville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
10up business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Professional Services – Web Design & Engineering: Custom website design, engineering, and development engagements for enterprise and government clients. Projects include UX design, front-end/back-end engineering, content strategy, SEO, QA, and cloud infrastructure setup. Typical engagements range from website redesigns to full digital transformations, often billed on project scope with milestone-based delivery.
- SiteWatch – WordPress Maintenance Subscriptions: Recurring monthly subscription plans (Basic $1,000/mo, Plus $2,000/mo, Sentinel $6,000/mo, Complete $6,000/mo+) providing 24/7 monitoring, WordPress updates, emergency support, developer hours, and security scanning for WordPress sites. Revenue is recurring and predictable, with expansion possible through additional site licenses and the Development Advantage add-on ($17,500 for 100 hours).
- SiteWatch Cerberus – Security Testing: One-time and recurring security scanning services for WordPress sites (Lite $1,000–$2,000 per URL, Max $4,000 per URL) including DAST scans, API scanning, vulnerability reports, and human expert review. Drives additional SiteWatch upsell through security findings.
- AcceleRev – Ad Revenue Optimization: Publisher ad monetization service with tiered pricing (AcceleRev: keep 85% revenue, 10up takes 15%; AcceleRev+: $1,450/month + keep 85%; AcceleRev Premium: custom pricing). Revenue is a percentage of ad revenue generated (10up keeps 15%) plus flat monthly fees for premium tiers. Google AdX reseller arrangement.
- ClassifAI – Open Source Plugin: Free and open-source WordPress plugin distributed via wordpress.org and GitHub. Revenue is indirect — drives word-of-mouth adoption and client acquisition for enterprise implementations and support contracts. Registration for free updates is required.
- Strategic Consulting & Ongoing Engagements: Post-launch consulting, analytics analysis, user testing, ongoing platform iteration, and digital transformation engagements with government and enterprise clients. Revenue is project-based or retainer-style, including 24/7 hosting infrastructure management for the California DMV on AWS.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | SiteWatch Basic – Entry-level WordPress maintenance at $1,000/month per site |
| Subscription | Monthly | SiteWatch Plus – Mid-tier maintenance with 8 developer hours at $2,000/month per site |
| Subscription | Monthly | SiteWatch Sentinel – Premium maintenance with code changes included at $6,000/month per site |
| Subscription | Monthly | SiteWatch Complete – Enterprise hosting with 99.9% uptime guarantee at $6,000+/month per site |
| Subscription | Multi-year contract | SiteWatch Development Advantage – 100 prepaid development hours at $17,500 ($175/hr) |
| Unit Pricing | Pay-as-you-go | SiteWatch Readiness Assessment – Initial site health check at $99 |
| Unit Pricing | Pay-as-you-go | SiteWatch Cerberus Lite – Essential security DAST scan at $1,000–$2,000 per URL |
| Unit Pricing | Pay-as-you-go | SiteWatch Cerberus Max – Comprehensive security at $4,000 per URL |
| Outcome Based/ Performance | Monthly | AcceleRev – Publisher ad revenue program (keep 85% revenue) |
| Subscription | Monthly | AcceleRev+ – Enhanced ad ops with strategic roadmap at $1,450/month |
| Subscription | Monthly | AcceleRev Premium – Full-service ad operations (contact for pricing) |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels8 records
10up product offering
Product offeringCore offering
10up is a WordPress-focused digital agency (now operating as the WordPress Practice of Fueled) that designs, engineers, and maintains enterprise-grade WordPress websites for governments, publishers, and large enterprises. Core offerings include custom web design and engineering engagements, the SiteWatch subscription-based WordPress maintenance and monitoring service, the AcceleRev publisher ad-revenue optimization program, and open-source products such as the ClassifAI WordPress AI toolkit and ElasticPress search plugin.
Product overview
10up is a WordPress-focused digital agency (now the WordPress Practice of Fueled) offering a portfolio of proprietary and open-source products centered on WordPress site development, maintenance, and optimization. The core offerings include SiteWatch (24/7 maintenance with AI-powered Visual Regression Testing across Basic/Plus/Sentinel/Complete tiers), ClassifAI (open-source AI toolkit for WordPress with NLP, content classification, and generation capabilities), ElasticPress (open-source search plugin with hosted option), AcceleRev (publisher ad revenue optimization), and SiteWatch Cerberus (security testing). SiteWatch Development Advantage provides add-on development hours for SiteWatch clients. The company also contributes extensively to WordPress core and maintains dozens of open-source WordPress plugins.
Differentiator
Problem solved
Functional benefit
Brands
- SiteWatch: 24/7 site monitoring, maintenance, and support service for WordPress sites at an affordable and predictable monthly price
- ClassifAI
- SiteWatch Cerberus
- SiteWatch Development Advantage
- AcceleRev
Products and services
- Enterprise Web Design & Engineering Services
- SiteWatch
- SiteWatch Cerberus
- ClassifAI
- ElasticPress
- AcceleRev
- SiteWatch Development Advantage
Quantifiable outcome
- California DMV: 34+ million page views and 2+ million visitors in first week post-launch; 133.53% increase in completed transactions in December 2020 vs. prior month
- +7 more outcomes
Companies that use 10up
Customer profileNamed customers21 records
Ideal customer profiles3 records
10up technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration15 records
AI capability9 records
Feature13 records
10up partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Fueledcore10up was acquired by Fueled and now operates as the 'WordPress Practice of Fueled.' This represents a full integration where 10up's WordPress and CMS expertise is now branded under Fueled's umbrella. The acquisition brings together 10up's WordPress specialization with Fueled's broader digital agency capabilities. 10up's new brand identity was launched in 2025, with team members now referred to as 'Fueled team members.'
- WordPress VIPcore10up is a WordPress VIP Gold Agency Partner, listed as a vetted enterprise WordPress implementation partner on wpvip.com. This partnership enables 10up to receive enterprise client referrals and provides preferred access to the WordPress VIP platform for hosting client implementations including Al Jazeera's headless WordPress platform.
- Amazon Web Services (AWS)core10up designed and engineered custom AWS cloud infrastructure for the California DMV within the State's AWS accounts, using services including cloud hosting, CDN, and infrastructure management tools. 10up's Managed Services Division provides 24/7 AWS infrastructure management for DMV.
- Google (AdX Reseller)core10up is a Google Ad Exchange (AdX) reseller through its AcceleRev program, providing publishers access to Google's premium ad marketplace. This enables 10up to resell AdX inventory management to news publishers and media organizations.
- Wide Eyeminor10up collaborated with creative agency Wide Eye on the Hillel International website rebuild, combining 10up's WordPress engineering with Wide Eye's visual design. Both agencies previously worked together on the Biden-Harris White House site.
- OpenX, Sovrn (Ad Networks)minorThrough the AcceleRev program, 10up provides publishers access to competitive bidding from major and exclusive ad networks including OpenX and Sovrn, in addition to Google AdX, as part of header bidding optimization.
- The News Projectminor10up is a partner of The News Project, a nonprofit helping local news organizations. This partnership is part of 10up's broader commitment to supporting publishers and the Google Local News Initiative.
Scale indicators15 records
Recent moves6 records
Expansion highlights6 records
10up competitors and assessment
Company assessmentBroad incumbents
- Pantheon: Enterprise WordPress and Drupal hosting platform with an agency partner ecosystem. Overlaps with 10up's hosting and maintenance offerings and competes for the same high-traffic publisher and government WordPress workloads.
- WP Engine: Managed WordPress hosting platform with its own professional services arm (WP Engine's Agency Partner program). Overlaps with 10up's SiteWatch Complete hosting + maintenance offering and competes for enterprise WordPress workloads, though more on infrastructure than engineering.
- WordPress VIP (Automattic): Automattic's enterprise WordPress platform and the upstream ecosystem 10up is a Gold Agency Partner of. WordPress VIP both competes with 10up (via in-house services and other partner agencies) and refers enterprise clients to 10up, making it the closest comparable in the enterprise WordPress services category.
- R/GA: Global digital agency with deep enterprise transformation capabilities and a venture arm. Comparable to 10up's broader enterprise digital engagement model, though R/GA spans strategy, brand, and product rather than specializing in WordPress.
- VML (VMLY&R): Large global digital agency network with enterprise WordPress and CMS practice capabilities. Comparable to 10up as a scaled enterprise digital agency serving similar Fortune 500 brand clients, though operating across many platforms rather than specializing in WordPress.
Others
- Fueled: Parent digital agency that acquired 10up in 2025. Fueled is a broader mobile and digital product agency whose services portfolio now encompasses 10up's WordPress specialty practice, making it the closest internal/portfolio comparable.
Direct peers
- Human Made: Enterprise WordPress agency and WordPress VIP partner offering similar high-end WordPress engineering, hosting, and platform services. Human Made is the most direct comparable to 10up in the enterprise WordPress specialty agency category, serving publishers, governments, and global brands.
- XWP: Enterprise WordPress agency specializing in performance engineering, Gutenberg/block development, and WordPress VIP implementations. XWP is a direct WordPress VIP agency peer, competing for similar publishers, government, and enterprise client engagements.
- Bluecadet: Digital agency specializing in interactive storytelling, museum/cultural, and high-end editorial WordPress implementations. Direct comparable to 10up's editorial engineering and block-based design work for cultural and media clients.
Regional players
- Tribal Worldwide: Global digital agency with enterprise WordPress and CMS implementation capabilities across multiple geographies. Comparable to 10up's enterprise services delivery model, particularly outside North America where 10up's distributed team competes less directly.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
10up social profiles
Digital presence10up compliance and trust
Trust signalCompliance3 records
10up financial estimates
Financial estimateRevenue estimate
Valuation estimate
10up leadership team
Management profileNumber of profiles
Profiles14 records
10up funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
10up M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 10up
What does 10up do?
10up is a WordPress-focused digital agency (now operating as the WordPress Practice of Fueled) that designs, engineers, and maintains enterprise-grade WordPress websites for governments, publishers, and large enterprises. Core offerings include custom web design and engineering engagements, the SiteWatch subscription-based WordPress maintenance and monitoring service, the AcceleRev publisher ad-revenue optimization program, and open-source products such as the ClassifAI WordPress AI toolkit and ElasticPress search plugin.
Is 10up a public or private company?
10up is a private company. It is classified as corporate owned and is currently operating.
When was 10up founded?
10up was founded in 2011. It employs 251 to 500 people.
Where is 10up based?
10up is headquartered in Roseville, United States, in the North America region.
How does 10up make money?
Six revenue lines are on record. Professional Services – Web Design & Engineering is the primary driver. The others are siteWatch – WordPress Maintenance Subscriptions, siteWatch Cerberus – Security Testing, acceleRev – Ad Revenue Optimization, classifAI – Open Source Plugin and strategic Consulting & Ongoing Engagements.
Who are 10up's main competitors?
Broad incumbents on record are Pantheon, WP Engine, WordPress VIP (Automattic), R/GA and VML (VMLY&R). Fueled is listed as an others. Direct peers are Human Made, XWP and Bluecadet. Tribal Worldwide is listed as a regional player.
Does 10up have an API?
No public API is recorded for 10up.