Codeable

What Codeable does

Codeable is a Denmark-incorporated (Codeable ApS) online marketplace that connects businesses with vetted freelance WordPress developers for short-term projects, recurring work, and full-time engagements. Founded in 2012 by Per Esbensen and Tomaz, the company operates a fully distributed model with a core team of approximately 20 and a network of 750+ freelance WordPress experts worldwide. Its proprietary matchmaking system routes customer-submitted project requirements to appropriate experts, supported by a six-stage vetting process that accepts only the top 2.65% of applicants and a unique bidless quoting model that avoids price-based competition.

The platform's product surface spans theme development and customization, plugin development, WooCommerce and e-commerce builds, custom WordPress development, design, custom APIs and integrations, security and performance optimization, and troubleshooting and maintenance, supplemented by a Retainer Projects offering for ongoing engagements and a Partner Program with 700+ referral partners. Codeable generates revenue through a 17.5% marketplace commission on expert estimates, with recommended expert rates of USD $80-$120 per hour; clients receive fixed-price quotes and pay only for completed work. Go-to-market combines self-serve project posting, inside-sales chat support (with under-7-minute response times), and channel partnerships including official recommendations from WooCommerce, Kinsta, Gravity Forms, WordPress.com, and Imperative.

The company serves two primary customer segments: SMB business owners needing reliable WordPress development without the overhead of traditional hiring, and agencies seeking to scale development capacity or outsource overflow work. Cumulative scale includes 25,000+ customers served and 300,000+ projects delivered, with current monthly throughput of 2,000+ projects, a 4.95/5 average project rating, and a 96% client return rate. Codeable is privately held and bootstrapped, with no disclosed external funding beyond a nominal Automattic investment recorded in 2016.

Name

Codeable

Legal name

Codeable ApS

Website

https://codeable.io

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Codeable is a Denmark-based online marketplace connecting businesses with a vetted network of 750+ freelance WordPress developers, taking a 17.5% commission on project estimates. The platform serves SMBs and agencies needing reliable WordPress development across customization, e-commerce, design, and maintenance.

Ownership category

akta.pro rank

Product category

WordPress Freelance Marketplace

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Computer Programming Services (7371), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Low-Code/No-Code Application Development & Modernization (BPAEAFAF)

Keywords

• WordPress freelance marketplace
• Vetted developer platform
• WordPress development services
• Freelance talent matching
• WooCommerce development network

Headquarters

HQ city

Charlottenlund

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Others

Revenue model

1. Marketplace Commission: Codeable charges a 17.5% profit margin on project estimates. Clients pay the fixed price (expert estimate + Codeable's margin), and Codeable retains the margin while paying experts for completed work. The margin is non-refundable regardless of project outcome.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Codeable is a managed freelance marketplace platform that connects businesses with vetted WordPress developers for short-term, recurring, and full-time WordPress work. The platform handles project posting, expert matching, estimation, payment, and quality assurance, charging a 17.5% margin on top of expert estimates. Service categories span theme and plugin development, e-commerce/WooCommerce, custom WordPress development, design, custom APIs and integrations, security and performance, and troubleshooting/maintenance, with monthly retainer engagements available for ongoing work.

Product overview

Codeable is a freelance marketplace platform that connects businesses with vetted WordPress developers. The core product is the Codeable Freelance Platform, which provides a marketplace for hiring WordPress experts. Service offerings span theme and plugin development, e-commerce (WooCommerce), custom WordPress development, design, custom APIs and integrations, security and performance optimization, and troubleshooting and maintenance. The platform also offers a Partner Program for referral-based partnerships and Retainer Projects for ongoing dedicated developer engagements. Codeable operates a rigorous vetting process where only approximately 2.65% of applicants are accepted, with experts required to pass multiple screening stages including technical exams, behavioral interviews, live coding tests, and a 90-day trial period.

Differentiator

Problem solved

Functional benefit

Products and services

• Codeable Freelance Platform A managed online marketplace platform that connects businesses with vetted WordPress developers for short-term, recurring, and full-time WordPress work. The platform matches customers to experts based on project requirements, handles estimation, payment, and quality assurance, and charges a 17.5% margin on top of expert estimates.
• WordPress Theme Development & Customization Service category on the Codeable platform covering customization of existing WordPress site appearance or development of new themes from scratch. Delivered by vetted experts and purchased via fixed-price project estimates.
• WordPress Plugin Development & Customization Service category on the Codeable platform covering customization of existing WordPress site functionality or building new plugins from scratch. Delivered by vetted experts and purchased via fixed-price project estimates.
• WordPress E-Commerce Development Service category on the Codeable platform covering building new or enhancing existing WooCommerce and WordPress e-commerce websites. Delivered by experts with WooCommerce specialization.
• Custom WordPress Development Service category on the Codeable platform covering fully custom solutions for web presence needs beyond themes and plugins. Delivered by vetted experts and purchased via fixed-price project estimates.
• WordPress Design Services Service category on the Codeable platform covering design creation for any site, page, or application. Delivered by vetted design experts via the platform's matchmaking system.
• Custom APIs & Integration Services Service category on the Codeable platform covering custom API development and integrations that enable websites to interact with third-party sites and web applications. Delivered by vetted experts.
• Security & Performance Optimization Service category on the Codeable platform covering website hardening and speed/performance optimization. Delivered by vetted experts and scoped via fixed-price project estimates.
• Troubleshooting & Maintenance Service category on the Codeable platform covering urgent bug fixes and ongoing website maintenance. Delivered by vetted experts and available as one-off projects or as part of retainer engagements.
• WooCommerce Developer Network A specialized subset of vetted Codeable platform experts with demonstrated WooCommerce expertise, designated for e-commerce development projects.
• Retainer Projects Subscription-style ongoing service engagements where Codeable provides WordPress development on a monthly pre-determined basis, either by hours or pre-determined work scope, billed at the start of each retainer period with dedicated developer availability.
• Partner Program Referral program enabling 700+ partners to refer prospects to Codeable, with partners paid for referrals upon project completion or alternatively providing clients a discount on project costs.

Quantifiable outcome

• 4.95/5 average project rating across thousands of completed projects
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• WooCommercecoreStrategic or Co-development PartnerOfficial partner recommendation. Codeable is officially recommended by WooCommerce as a trusted freelance WordPress development platform for WooCommerce store owners needing development help.
• KinstacoreStrategic or Co-development PartnerOfficial partner recommendation. Kinsta, a premium managed WordPress hosting provider, officially recommends Codeable for WordPress development needs.
• Gravity FormscoreStrategic or Co-development PartnerOfficial partner recommendation. Gravity Forms, a popular WordPress form builder plugin, officially recommends Codeable for WordPress development.
• WordPress.comcoreStrategic or Co-development PartnerOfficial partner recommendation. WordPress.com officially recommends Codeable as a trusted platform for WordPress development services.
• ImperativecoreStrategic or Co-development PartnerOfficial partner recommendation. Imperative (WordPress hosting) officially recommends Codeable for WordPress development needs.
• Partner Program Members (700+)coreChannel Partner/ Reseller/ DistributorOver 700 partners in the Codeable Partner Program who refer prospects to Codeable. Partners are paid for referrals once projects are completed or can opt to provide discount to referred prospects.
• Referoo (Affiliate Program)minorGTM or Marketing PartnerReferoo is Codeable's affiliate program platform used to operate the partner referral system.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• GoDaddy Pro: GoDaddy's professional services and partner program for WordPress agencies and developers; broad incumbent offering tools, hosting, and a talent network that overlaps with Codeable's value proposition.
• Upwork: Largest horizontal freelance marketplace covering WordPress and many other categories. Competes on breadth and price; the primary scale incumbent Codeable positions against.
• Freelancer.com: Large horizontal freelance marketplace with global reach and bidding-based pricing; represents the traditional marketplace model Codeable was explicitly built to improve upon.
• Fiverr: Major horizontal freelance marketplace with a strong SMB and WordPress/WooCommerce category presence. Represents the commoditized end of the spectrum Codeable differentiates away from.

Direct peers

• Gun.io: Vetted freelance marketplace for software developers with a curated talent pool. Comparable to Codeable's vetting-driven, premium positioning but serving a broader tech stack.
• Lemon.io: Vetted developer marketplace with a focus on startups and SMBs; similar curated talent pool approach to Codeable but broader across tech stacks rather than WordPress-only.
• Arc.dev: Remote developer hiring marketplace with curated talent and timezone-based matching, conceptually similar to Codeable's matchmaking and vetting emphasis.
• Toptal: Premium vetted freelance marketplace for developers, designers, and finance experts with a similar top-decile acceptance model and premium pricing. Closest direct analogue to Codeable's quality-over-quantity positioning.

Emerging players

• WP Buffs: WordPress-specific care, maintenance, and support provider offering ongoing site management rather than project-based development; adjacent niche in the WordPress services ecosystem.
• Maintainn: WordPress support and maintenance specialist serving agencies and SMBs; offers an overlapping service mix in the WordPress ecosystem but focused on retainer care rather than project matchmaking.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/codeablehq
• Facebookfacebook.com/codeable.io
• LinkedInlinkedin.com/company/codeable

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Codeable