Core dna
- Company typePrivate
- Founded2015
- HeadquartersMelbourne, Australia
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
Core dna firmographics
Firmographics- Name
- Core dna
- Legal name
- Core dna
- Website
- https://coredna.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Where Core dna is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Core dna business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription SaaS Licensing: Monthly subscription fees based on modules and usage tiers with transparent billing structure that scales predictably with usage and site complexity. No hidden costs, no lock-in contracts. Platform updated continuously without interruption to service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Subscription-based SaaS with modular pricing |
Go-to-market motion3 records
Distribution channels2 records
Marketing channels6 records
Core dna product offering
Product offeringCore offering
Core dna provides a unified, API-first Digital Experience Platform (DXP) sold as SaaS subscriptions that combines content management (CMS), eCommerce, automation/orchestration, and integrations in a single multi-tenant system. The platform enables multi-property operators (franchises, multi-brand retailers, membership organizations, and B2B commerce operators) to manage unlimited sites, stores, brands, locations, and chapters from one backbone, with AI agent orchestration via the Core dna MCP server, approval/audit/rollback governance, and 140+ certified pre-built connectors to systems like SAP, NetSuite, Salesforce, HubSpot, and Stripe.
Product overview
Core dna is a modular Digital Experience Platform (DXP) comprising four integrated engines—Content, Commerce, Orchestration, and Integrations—that operate as a unified platform rather than a fragmented stack. The core platform is the Core dna DXP, which serves as the central backbone. Supporting modules include: the Content Management Platform (CMS) for headless and hybrid content delivery; the eCommerce Platform handling B2C, B2B, and subscription commerce; and the Automations & Workflows engine for cross-property orchestration. AI capabilities are delivered through Agentic Workflows, the MCP Server connecting AI agents like Claude, and AI Enterprise Search for semantic discovery. Additional modules include Forms & Data Capture, Multi-Site Orchestration, and specialized solutions for Education/LMS, Membership Management, Franchise Operations, and B2B Commerce. The Integration Marketplace provides 140+ certified connectors, and all capabilities are accessible via a REST API with 400+ endpoints.
Differentiator
Problem solved
Functional benefit
Products and services
- Core dna DXP (Digital Experience Platform) The unified digital experience platform backbone that orchestrates content, commerce, automation, and integrations across multiple properties, brands, locations, and channels from a single system. Sold as subscription SaaS to enterprises and mid-market multi-property operators globally.
- Content Management Platform (CMS) Enterprise headless and hybrid CMS for managing and governing content across every digital property with visual editing, structured content, and multi-site synchronization. For marketing and digital teams operating multiple brands, sites, or chapters.
- eCommerce Platform B2C, B2B, and subscription commerce engine with unified product, customer, and order graph. Supports complex catalogs, contract pricing, recurring billing, and quote-to-cash operations for multi-property operators and direct-to-consumer brands.
- Education CMS Platform (LMS)
Quantifiable outcome
- YMCA Greater Toronto achieved 500% increase in online registration
- +4 more outcomes
Companies that use Core dna
Customer profileNamed customers4 records
Segments10 records
Ideal customer profiles5 records
Core dna technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration27 records
AI capability8 records
Feature11 records
Core dna partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- SAPcoreCertified integration connector for enterprise ERP connectivity, enabling seamless data synchronization between Core dna platform and SAP systems.
- NetSuitecorePre-built connector for Oracle NetSuite ERP integration, allowing unified business data across platforms.
- SalesforcecoreCertified integration for CRM connectivity, enabling customer data synchronization and sales workflow automation.
- HubSpotcorePre-built integration for marketing automation and CRM platform connectivity.
- StripecorePrimary payment gateway integration supporting global payment processing and subscription billing.
- AdyencorePayment gateway integration for enterprise-grade global payment processing.
- PayPalcorePayment processing integration for consumer checkout options.
- AvalaracoreTax calculation and compliance integration for automated tax handling.
- ShipStationcoreFulfillment and shipping integration for order fulfillment automation.
- KlaviyocoreEmail marketing automation and customer data platform integration.
- SnowflakecoreData warehouse integration for analytics and business intelligence connectivity.
- BigQuerycoreGoogle cloud data warehouse integration for analytics and reporting.
- SegmentcoreCustomer data platform integration for unified customer analytics.
- Digital AssassinminorAgency partner that built 30 client sites in less than a year using Core dna platform, generating new revenue streams and transforming from SEO-only shop to full-service digital agency.
Scale indicators10 records
Recent moves4 records
Expansion highlights5 records
Core dna competitors and assessment
Company assessmentDirect peers
- Sitecore: Sitecore is an enterprise Digital Experience Platform offering CMS, personalization, and commerce. It directly competes with Core dna in the multi-site, multi-brand DXP category and shares overlap in serving complex multi-property operators.
- Optimizely: Optimizely combines content management, commerce, and experimentation in a single DXP. It targets similar enterprise and mid-market buyers with multi-brand digital portfolios, making it a close comparable to Core dna's all-in-one positioning.
- Bloomreach: Bloomreach combines a headless CMS with commerce and personalization for enterprise digital experience. It competes directly with Core dna for B2B and B2C commerce buyers seeking unified content-and-commerce stacks.
- Contentful: Contentful is a leading headless CMS used for multi-channel content delivery. It is explicitly named in Core dna's competitive set and competes for the same developer-led, multi-property digital experience buyers.
- Kentico: Kentico offers an all-in-one DXP with CMS, eCommerce, and marketing automation. It targets enterprise mid-market customers with multi-site needs, closely overlapping Core dna's positioning and customer profile.
Emerging players
- Liferay: Liferay is an enterprise digital experience platform combining CMS, portal, and integration capabilities. It overlaps with Core dna in multi-site enterprise deployments and platform consolidation use cases.
- Magnolia: Magnolia is a headless and hybrid CMS/DXP aimed at enterprise content operations. It targets similar multi-brand, multi-site use cases but with a smaller installed base than Core dna's named customers.
Broad incumbents
- Shopify Plus: Shopify Plus is the enterprise tier of Shopify serving multi-store and multi-brand commerce operators. It overlaps with Core dna's eCommerce module and is named in Core dna's SEO competitive set.
- BigCommerce: BigCommerce is an enterprise-focused SaaS eCommerce platform supporting B2B, B2C, and multi-storefront brands. It competes with Core dna's commerce module for mid-market and enterprise merchants.
- Adobe Experience Manager: Adobe Experience Manager is a broad enterprise DXP within Adobe Experience Cloud. It is a larger, established competitor for large multi-property digital experience deployments where Core dna also plays.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Core dna social profiles
Digital presenceCore dna compliance and trust
Trust signalCompliance4 records
Core dna financial estimates
Financial estimateRevenue estimate
Valuation estimate
Core dna leadership team
Management profileNumber of profiles
Profiles2 records
Core dna funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Core dna 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 Core dna
What does Core dna do?
Core dna provides a unified, API-first Digital Experience Platform (DXP) sold as SaaS subscriptions that combines content management (CMS), eCommerce, automation/orchestration, and integrations in a single multi-tenant system. The platform enables multi-property operators (franchises, multi-brand retailers, membership organizations, and B2B commerce operators) to manage unlimited sites, stores, brands, locations, and chapters from one backbone, with AI agent orchestration via the Core dna MCP server, approval/audit/rollback governance, and 140+ certified pre-built connectors to systems like SAP, NetSuite, Salesforce, HubSpot, and Stripe.
Is Core dna a public or private company?
Core dna is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Core dna founded?
Core dna was founded in 2015. It employs 11 to 50 people.
Where is Core dna based?
Core dna is headquartered in Melbourne, Australia, in the Oceania region.
How does Core dna make money?
One revenue line is on record: subscription SaaS Licensing.
Who are Core dna's main competitors?
Direct peers on record are Sitecore, Optimizely, Bloomreach, Contentful and Kentico. Emerging players are Liferay and Magnolia. Broad incumbents are Shopify Plus, BigCommerce and Adobe Experience Manager.
Does Core dna have an API?
Yes. Core dna offers a REST API for content, commerce, and platform management. The platform provides 80+ tools and 400+ APIs for managing sites, stores, systems, and teams. The Core dna MCP server is live, allowing connection to Claude, Claude Code, or any MCP client to run the portfolio using plain English commands across campaigns, prices, content, members, and training. Developer documentation is at api2.coredna.com.