Advanced Custom Fields
- Company typePrivate
- Founded2011
- HeadquartersMelbourne, Australia
- Headcount—
- GTM typeB2B
- OfferingSoftware
Advanced Custom Fields firmographics
Firmographics- Name
- Advanced Custom Fields
- Legal name
- WPEngine, Inc.
- Website
- https://advancedcustomfields.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Ownership category
- akta.pro rank
Advanced Custom Fields industry classification
Industry- Product category
- WordPress Plugins
- NAICS
- Software Publishers (5132)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Enterprise Content Management (ECM) Suites (HDAEAGAB)
Keywords
Where Advanced Custom Fields is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Advanced Custom Fields business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- ACF PRO Premium Subscription: Premium version of ACF offering advanced features including ACF Blocks, Options Pages, Repeater Field, Flexible Content Field, Clone Field, and Gallery Field. Sold as annual subscription license.
- Free Core Plugin: Free version of ACF with 30+ field types, custom post types, taxonomies, location rules, conditional logic, JSON sync, and API access. Serves as lead generation for PRO upgrades.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | — | Free Core Plugin |
| Subscription | — | ACF PRO (Premium) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Advanced Custom Fields product offering
Product offeringCore offering
Advanced Custom Fields (ACF) is a WordPress plugin that lets developers and site builders add custom fields, custom post types, and custom taxonomies to WordPress sites through a visual field-group builder. It is offered as a free core plugin (ACF) and a paid premium plugin (ACF PRO) with advanced field types (Repeater, Flexible Content, Clone, Gallery, Options Pages) and the ACF Blocks framework for the WordPress block editor.
Product overview
Advanced Custom Fields (ACF) is a WordPress plugin offered in two tiers: a free core plugin and a premium ACF PRO version. The free version provides the field builder, over 30 field types, custom post type and taxonomy registration, location rules, conditional logic, JSON sync, and the developer API (get_field(), the_field()). ACF PRO adds five premium field types (Repeater, Flexible Content, Clone, Gallery) plus ACF Blocks (PHP-based custom block framework) and Options Pages for global field data. Both versions share the same field builder interface and API. The product is designed for WordPress developers who need to customize content editing experiences and extend WordPress as a CMS.
Differentiator
Problem solved
Functional benefit
Products and services
- Advanced Custom Fields (ACF) — Free Free WordPress plugin providing a visual field-group builder and developer API to add custom fields, custom post types, and custom taxonomies to WordPress. Targets WordPress developers, agencies, and site builders who need a reliable, well-documented way to add structured content to sites without writing everything from scratch.
- ACF PRO Premium paid plugin (subscription) extending the free ACF plugin with advanced field types (Repeater, Flexible Content, Clone, Gallery, Options Pages), the ACF Blocks framework for building native Gutenberg blocks in PHP, and access to AI-Ready capabilities such as the WordPress Abilities API integration and MCP server support. Targets professional WordPress developers and agencies who need advanced content modeling, block development, and AI-ready site capabilities across unlimited sites under a single developer license.
Quantifiable outcome
- Used on 2+ million websites
- +2 more outcomes
Companies that use Advanced Custom Fields
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
Advanced Custom Fields technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability2 records
Feature11 records
Advanced Custom Fields partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- WP EnginecoreACF joined WP Engine in 2022, becoming part of their WordPress ecosystem. WP Engine provides hosting and infrastructure support while ACF continues plugin development. ACF had previously joined Delicious Brains in 2021.
Scale indicators8 records
Recent moves8 records
Expansion highlights5 records
Advanced Custom Fields competitors and assessment
Company assessmentBroad incumbents
- WP Engine: Parent company of ACF since 2022; broader WordPress managed hosting and platform offering (Atlas, Smart Search) that bundles ACF as part of its ecosystem and provides infrastructure alignment around the plugin.
- Secure Custom Fields (WordPress.org): WordPress-shipped custom fields plugin (formerly Advanced Custom Fields, now maintained by WordPress.org) that progressively overlaps with ACF's core product surface as WordPress absorbs content modeling into core.
- Elementor: Leading WordPress visual page builder with dynamic content, custom field integration, and form-building capabilities. Competes indirectly with ACF Blocks V3 in the site-building space and overlaps with ACF's content-authoring surface.
Direct peers
- Toolset Types: WordPress plugin suite (by OnTheGoSystems) for building custom post types, custom fields, taxonomies, and views without code. Competes directly with ACF in the developer/agency segment with comparable content modeling functionality.
- Meta Box: WordPress custom fields and meta box builder plugin offering comparable field types, custom post types, and a developer API. Direct overlap with ACF's field builder and developer base, positioning it as the closest 1:1 alternative.
- Custom Field Suite: Lightweight WordPress plugin for managing custom fields and field groups, positioned as a simpler, faster alternative to ACF in the same plugin marketplace — used by WordPress developers seeking a lighter footprint.
- JetEngine (Crocoblock): WordPress dynamic content plugin with custom field builder, meta boxes, CPT creation, and listing/listing-grid functionality. Competes directly with ACF PRO in the JetForms and dynamic content builder space.
- Pods Framework: Open-source WordPress framework for creating custom content types, taxonomies, and advanced custom fields. Targets the same developer and agency segment as ACF with a paralleled no-code content modeling experience.
- CMB2 (Custom Meta Boxes 2): WordPress custom meta boxes library maintained by WebDevStudios. Provides similar meta box creation and custom field management capabilities for WordPress developers, often used as a developer-centric alternative to ACF.
Others
- Gravity Forms: WordPress form builder plugin by Rocketgenius with front-end form capabilities that overlap with ACF's front-end form functionality. Serves a similar SMB/agency market and competes at the edges of ACF's form-related features.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Advanced Custom Fields social profiles
Digital presenceAdvanced Custom Fields financial estimates
Financial estimateRevenue estimate
Valuation estimate
Advanced Custom Fields leadership team
Management profileNumber of profiles
Profiles9 records
Advanced Custom Fields funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Advanced Custom Fields 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 Advanced Custom Fields
What does Advanced Custom Fields do?
Advanced Custom Fields (ACF) is a WordPress plugin that lets developers and site builders add custom fields, custom post types, and custom taxonomies to WordPress sites through a visual field-group builder. It is offered as a free core plugin (ACF) and a paid premium plugin (ACF PRO) with advanced field types (Repeater, Flexible Content, Clone, Gallery, Options Pages) and the ACF Blocks framework for the WordPress block editor.
Is Advanced Custom Fields a public or private company?
Advanced Custom Fields is a private company. It is classified as corporate owned and is currently operating.
When was Advanced Custom Fields founded?
Advanced Custom Fields was founded in 2011.
Where is Advanced Custom Fields based?
Advanced Custom Fields is headquartered in Melbourne, Australia, in the Oceania region.
How does Advanced Custom Fields make money?
Two revenue lines are on record. ACF PRO Premium Subscription is the primary driver. The others are free Core Plugin.
Who are Advanced Custom Fields's main competitors?
Broad incumbents on record are WP Engine, Secure Custom Fields (WordPress.org) and Elementor. Direct peers are Toolset Types, Meta Box, Custom Field Suite, JetEngine (Crocoblock), Pods Framework and CMB2 (Custom Meta Boxes 2). Gravity Forms is listed as an others.
Does Advanced Custom Fields have an API?
Yes. ACF provides a developer-friendly API for accessing and displaying custom field values. Key functions include get_field() and the_field() for retrieving field values, have_rows() and the_row() for repeater/flexible content loops, and get_sub_field() for nested field access. The plugin also supports JSON-based field group export/import and WP-CLI commands. Additionally, ACF integrates with the WordPress MCP (Model Context Protocol) Adapter plugin, enabling AI tools like Claude Code to discover and interact with ACF content models programmatically.
What industry is Advanced Custom Fields in?
Advanced Custom Fields's product category is WordPress Plugins. Its primary akta.pro industry code is HDAEAGAB, Enterprise Content Management (ECM) Suites. Its NAICS code is 5132 and its SIC code is 7372.