Elegant Themes
Elegant Themes, founded in 2008, builds Divi — a WordPress theme and visual page builder used by 974,872 customers including agencies, freelancers, small businesses, and online store owners. Revenue comes from annual subscriptions, lifetime licenses, and a third-party marketplace.
- Company typePrivate
- Founded2008
- HeadquartersSan Francisco, United States
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Elegant Themes does
Elegant Themes is a privately held, bootstrapped software company founded in 2008 and headquartered in San Francisco, California, that builds Divi — a WordPress theme and visual page builder marketed as a complete website-building framework rather than a standalone product. The company serves a long-tail customer base of web design agencies, freelancers, small business owners, and online store operators, with 974,872 active customers reported. Its core technology is a PHP/JavaScript/CSS-based visual builder running on WordPress, offering drag-and-drop on-canvas editing, 200+ native modules, 2,694 pre-made layouts across 370 industry packs, full-site template editing, and native WooCommerce ecommerce modules. The 2024 release of Divi 5 represented a ground-up architectural rebuild emphasizing performance, modern UX (multi-panel docking, tabbed panels, layers panel), customizable breakpoints, CSS Grid controls, and preset-based design systems.
The company operates a product-led growth go-to-market with a 30-day risk-free trial and 30-day money-back guarantee, distributing entirely through self-serve digital channels including its own website, a standalone Divi Builder plugin on WordPress.org, and hosting partners. Revenue is generated through a mix of annual subscriptions ($89/year basic, $277/year Pro bundle), one-time lifetime licenses ($249), standalone Divi AI subscriptions, and a third-party Divi Marketplace that sells community-built modules and layouts. The Divi Pro bundle packages AI tools, cloud storage, premium 30-minute-response VIP support, and 4-seat team collaboration into a single annual subscription. The product portfolio also includes the Extra magazine theme, Bloom email opt-in plugin, Monarch social sharing plugin, Divi Cloud, Divi Dash multi-site manager, Divi Teams, Divi VIP, and Divi Hosting.
Sub-brands have been productized as individually named services (Divi AI, Divi Cloud, Divi Dash, Divi Teams, Divi VIP, Divi Hosting, Divi Marketplace, Extra, Bloom, Monarch), and the company supports a 75,000-member Facebook community, 188k YouTube subscribers, and 325k newsletter subscribers. There is no disclosed venture funding, no M&A activity, no headcount data, and no revenue disclosure in the source material; the company appears independently owned and operated by its founders.
Elegant Themes firmographics
Firmographics- Name
- Elegant Themes
- Legal name
- Elegant Themes
- Website
- https://elegantthemes.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Elegant Themes, founded in 2008, builds Divi — a WordPress theme and visual page builder used by 974,872 customers including agencies, freelancers, small businesses, and online store owners. Revenue comes from annual subscriptions, lifetime licenses, and a third-party marketplace.
- Ownership category
- akta.pro rank
Elegant Themes industry classification
Industry- Product category
- WordPress Theme & Visual Page Builder
- NAICS
- Software Publishers (5132), Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Content Asset Libraries & Template Marketplaces (stock, characters, themes) (EDAFAHAI)
Keywords
Where Elegant Themes is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
Elegant Themes business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure, Others
Revenue model
- Divi Theme & Builder Subscription: Annual subscription providing access to Divi theme, Extra magazine theme, Bloom email opt-in plugin, Monarch social sharing plugin, all updates, and support. Includes unlimited website usage for building client sites.
- Divi Pro Bundle: Premium tier bundling Divi core with AI tools, cloud storage, VIP support, and team collaboration seats. Offered as annual subscription with significant discount vs. individual services.
- Divi Lifetime License: One-time payment for perpetual access to Divi and all themes/plugins. Pro services (AI, Cloud, VIP, Teams) remain as annual subscriptions.
- Divi AI Add-on: Standalone AI tool subscription for existing Divi customers. Provides unlimited layout, text, image, and code generation.
- Divi Marketplace: Platform for third-party Divi extensions, layouts, and child themes. Divi Pro members receive 10% discount and $50 marketplace credit on signup.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Divi Yearly - Basic subscription |
| Subscription | Annual | Divi Pro Yearly - Full ecosystem bundle |
| One time/ perpetual license | Multi-year contract | Divi Lifetime + Pro |
| One time/ perpetual license | Multi-year contract | Divi Lifetime - Perpetual access |
| Subscription | Annual | Divi AI Unlimited (Add-on) |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels8 records
Elegant Themes product offering
Product offeringCore offering
Elegant Themes develops and sells the Divi WordPress theme and visual page builder, enabling users to design websites through drag-and-drop editing without writing code. The product suite includes Divi 5 (a ground-up rebuild focused on performance), Divi AI for AI-powered website and content generation, Divi Cloud for storing layouts and assets, Divi Hosting, Divi VIP premium support, Divi Teams collaboration, and Divi Dash for managing multiple WordPress sites. Companion products include the Extra magazine theme, Bloom email opt-in plugin, and Monarch social sharing plugin. All products are sold under a single subscription or lifetime license that permits use on unlimited websites.
Product overview
Elegant Themes offers a platform-plus-modules architecture centered around Divi, the company's flagship WordPress theme and visual page builder. Divi serves as the core product enabling drag-and-drop website creation without coding. The ecosystem includes Divi 5 (the next-generation version), Divi AI for AI-powered website generation, Divi Cloud for cloud storage, Divi Dash for site management, Divi Teams for collaboration, Divi VIP for premium support, and Divi Hosting for optimized hosting. Additional products include the Extra Theme for magazines, Bloom for email opt-ins, and Monarch for social sharing. The Divi Marketplace extends functionality with thousands of community-built modules and layouts. All products are available through a subscription model with unlimited website usage.
Differentiator
Problem solved
Functional benefit
Brands
- Divi: The #1 WordPress Theme & Visual Page Builder - flagship product and website building framework for WordPress.
- Divi Pro
- Divi AI
- Divi Cloud
- Divi Dash
- Divi Teams
- Divi VIP
- Divi Hosting
- Divi Marketplace
- Extra
- Bloom
- Monarch
Products and services
- Divi The flagship WordPress theme and visual page builder that enables users to design websites without coding through drag-and-drop editing, with 200+ content modules and full-site editing capabilities. Sold under an annual subscription or lifetime license for use on unlimited websites.
- Divi 5 The next-generation version of Divi, rebuilt from the ground up with a focus on performance and modern design systems. Features a modern interface, customizable breakpoints (7 pre-defined), field variables, CSS Grid Editor, preset-based styling, and a faster, leaner codebase.
- Divi AI AI-powered add-on integrated into Divi that generates websites, layouts, text, images, and code using AI trained specifically on the Divi Module codebase. Available as a standalone subscription for existing Divi customers.
- Divi Cloud Cloud storage service that lets Divi designers store and access layouts, Theme Builder templates, and code snippets across all their websites.
- Divi Hosting Fast WordPress hosting service optimized for Divi, with Divi pre-installed and activated for customer convenience.
- Divi VIP Premium 24/7 support service offering guaranteed 30-minute response times, plus a 10% discount on Divi Marketplace purchases.
- Divi Teams Collaboration feature for Divi agencies that provides personalized access to Divi services for team members and clients, included as 4 seats in the Divi Pro bundle.
- Divi Dash WordPress site manager that allows users to manage updates, themes, plugins, users, and maintenance tasks across all websites from a single dashboard.
- Divi Marketplace Third-party marketplace featuring thousands of community-built modules, layouts, and child themes that extend Divi's functionality. Divi Pro members receive a 10% discount and $50 marketplace credit on signup.
- Divi Quick Sites AI-powered website generation tool that creates complete websites with well-written content and images in under 2 minutes, or allows users to choose from hand-crafted starter sites.
- Extra Theme WordPress magazine theme designed specifically for bloggers and online publications, bundled with the Elegant Themes subscription.
- Bloom Plugin Email opt-in plugin for WordPress that supports 20 email marketing platforms for newsletter list building, included with the Elegant Themes subscription.
- Monarch Plugin Social sharing plugin that enables websites to promote social sharing across multiple platforms with various display options, included with the Elegant Themes subscription.
Quantifiable outcome
- 974,872 customers using Divi
- +3 more outcomes
Companies that use Elegant Themes
Customer profileNamed customers4 records
Segments6 records
Ideal customer profiles4 records
Elegant Themes technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
AI capability6 records
Feature12 records
Elegant Themes partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- WooCommercecoreNative integration with WooCommerce through 20+ custom modules. Enables full customization of WooCommerce stores including product pages, cart, checkout, and product archives using the Divi Builder. Divi is marketed as the ultimate ecommerce solution when paired with WooCommerce.
- Divi Hosting PartnersminorRecommended hosting providers who offer pre-installed Divi for customer convenience. Divi comes pre-installed and activated when purchasing hosting through these partners.
- Third-Party Divi Developers (Marketplace)coreIndependent developers creating extensions, modules, layouts, and child themes sold through the Divi Marketplace. Includes prominent developers like Divi Pixel, Divi Supreme Pro, Divi Den Pro, and hundreds of others building on the Divi ecosystem.
Scale indicators9 records
Recent moves5 records
Expansion highlights6 records
Elegant Themes competitors and assessment
Company assessmentBroad incumbents
- Webflow: Webflow is a professional-grade visual website builder competing for design-savvy SMBs, freelancers, and agencies—overlapping with Divi's higher-end agency and freelancer segment while targeting a more developer-oriented audience.
- Squarespace: Squarespace is a leading hosted website builder targeting SMBs, creatives, and online stores—an adjacent but broader incumbent competing for the same end customer (SMBs wanting no-code websites) without being WordPress-based.
- Wix: Wix is a major hosted website builder platform serving SMBs and ecommerce merchants—the same no-code, self-serve value proposition as Divi but operating as a closed ecosystem rather than a WordPress plugin/theme.
Direct peers
- Elementor: Elementor is the leading WordPress visual page builder and Divi's most direct competitor. Both serve the same agency/freelancer/SMB segments with drag-and-drop website building on WordPress, and compete head-to-head on templates, hosting integrations, and AI features.
- OptimizePress: OptimizePress is a WordPress theme and page builder suite aimed at marketers building landing pages, sales pages, and membership sites. It overlaps with Divi in the SMB/agency segment and competes on no-code site building for WordPress.
- WPBakery (formerly Visual Composer): WPBakery is one of the original WordPress page builders, offering both frontend and backend editing. It competes with Divi in the WP theme and plugin ecosystem, particularly for agencies and developers building client sites.
- Astra (Brainstorm Force): Astra is one of the most popular WordPress themes, paired with a visual builder ecosystem (Starter Templates, Spectra). It competes directly with Divi on the WordPress theme layer and on no-code site building for SMBs and agencies.
- Beaver Builder: Beaver Builder is a premium WordPress page builder plugin targeting agencies and freelancers—directly overlapping Divi's core offering of visual, code-free site building on WordPress with a similar agency-friendly licensing model.
- Thrive Themes: Thrive Themes (now Thrive Suite) offers WordPress themes and plugins focused on conversion-optimized websites for marketers and SMBs—a directly comparable subscription-based WordPress product suite targeting similar customer profiles.
- SiteOrigin: SiteOrigin provides a WordPress page builder plugin and theme framework used by SMBs and developers. It directly competes with Divi's free-tier visual editing and theme customization capabilities on WordPress.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Elegant Themes social profiles
Digital presenceElegant Themes financial estimates
Financial estimateRevenue estimate
Valuation estimate
Elegant Themes leadership team
Management profileNumber of profiles
Elegant Themes funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Elegant Themes M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Elegant Themes
What does Elegant Themes do?
Elegant Themes develops and sells the Divi WordPress theme and visual page builder, enabling users to design websites through drag-and-drop editing without writing code. The product suite includes Divi 5 (a ground-up rebuild focused on performance), Divi AI for AI-powered website and content generation, Divi Cloud for storing layouts and assets, Divi Hosting, Divi VIP premium support, Divi Teams collaboration, and Divi Dash for managing multiple WordPress sites. Companion products include the Extra magazine theme, Bloom email opt-in plugin, and Monarch social sharing plugin. All products are sold under a single subscription or lifetime license that permits use on unlimited websites.
Is Elegant Themes a public or private company?
Elegant Themes is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Elegant Themes founded?
Elegant Themes was founded in 2008. It employs 11 to 50 people.
Where is Elegant Themes based?
Elegant Themes is headquartered in San Francisco, United States, in the North America region.
How does Elegant Themes make money?
Five revenue lines are on record. Divi Theme & Builder Subscription is the primary driver. The others are divi Pro Bundle, divi Lifetime License, divi AI Add-on and divi Marketplace.
Who are Elegant Themes's main competitors?
Broad incumbents on record are Webflow, Squarespace and Wix. Direct peers are Elementor, OptimizePress, WPBakery (formerly Visual Composer), Astra (Brainstorm Force), Beaver Builder, Thrive Themes and SiteOrigin.
Does Elegant Themes have an API?
No public API is recorded for Elegant Themes.
What industry is Elegant Themes in?
Elegant Themes's product category is WordPress Theme & Visual Page Builder. Its primary akta.pro industry code is EDAFAHAI, Content Asset Libraries & Template Marketplaces (stock, characters, themes). Its NAICS code is 5132 and its SIC code is 7372.