What Strategy11 does

Strategy11 LLC is a private, bootstrapped WordPress plugin company founded in 2007 in Riverton, Utah by co-founders Steve and Steph Wells. It operates as a remote-first organization with a team of approximately 28 members distributed across more than 14 countries. The company's primary product is Formidable Forms, a WordPress form builder used to construct contact forms, surveys, calculators, directories, job boards, event registration, and church management applications. Strategy11 has expanded its portfolio through acquisitions: Business Directory Plugin (2019/2020), AWP Classifieds Plugin (August 2020), and the WP Tasty suite and Nutrifox (December 2022), extending its reach into directory sites, classifieds, and food blogging niches.

The company sells premium plugin licenses under a recurring subscription model, with product-specific websites (formidableforms.com, wptasty.com, businessdirectoryplugin.com, nutrifox.com, awpcp.com, simplypopups.com) and discoverability through the WordPress Plugin Repository. Distribution is multi-channel: direct-to-consumer self-service purchase, organic discovery on wordpress.org, an affiliate program on ShareaSale paying 20% commission with a 45-day cookie window, plus community engagement through WordCamps and local meetups. In November 2018, Strategy11 joined the Awesome Motive Growth Accelerator program and established an advisory partnership with entrepreneur Syed Balkhi (founder of WPBeginner, OptinMonster, MonsterInsights, SeedProd), gaining access to distribution and growth expertise within the WordPress ecosystem.

Strategy11 is privately held with no disclosed institutional funding rounds or outside investors. Revenue is not publicly disclosed; available scale indicators include over 400,000 websites powered, 10M+ total downloads, and 330,000 active installations across the portfolio. The company has formalized an acquisition program (Strategy11 M&A Program) inviting sellers of WordPress plugin businesses, signaling continued programmatic roll-up intent within the WordPress ecosystem.

Name

Strategy11

Legal name

Strategy11 LLC

Website

https://strategy11.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

1–10 employees

Short description

Strategy11 LLC is a private, bootstrapped WordPress plugin company that develops and acquires form, directory, classifieds, and food-blogging plugins (notably Formidable Forms, WP Tasty, Business Directory, Nutrifox, AWP Classifieds), serving SMB WordPress site owners globally.

Ownership category

akta.pro rank

Headquarters

HQ city

Riverton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Plugin Sales (Premium Licenses): Strategy11 generates revenue through selling premium WordPress plugins with various license tiers. Products like Formidable Forms offer both free and premium versions with advanced features available through paid licenses.
2. Affiliate Program Commission: The company operates an affiliate program through ShareaSale, paying partners 20% commission on referred sales with 45-day cookie duration.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels5 records

Core offering

Strategy11 develops and sells WordPress plugins that enable SMBs and individuals to build complex web applications. Its core offering is Formidable Forms, a form builder for contact forms, surveys, calculators, directories, job boards, event registration, and church management. The portfolio is expanded through acquired plugins including WP Tasty (food blogging tools), Business Directory Plugin, AWP Classifieds, and Nutrifox nutrition label generator.

Product overview

Strategy11 is a WordPress plugin company offering a portfolio of complementary products. The core product is Formidable Forms, a comprehensive WordPress form builder. The company has expanded through acquisitions including Business Directory Plugin (directory listings), AWP Classifieds (classified ads), WP Tasty suite (Tasty Recipes, Tasty Pins, Tasty Links, Tasty Roundups for food bloggers), and Nutrifox (nutrition labeling). Additional offerings include Simply Popups for modal content and an M&A program for business acquisitions. The products collectively serve over 400k websites with a focus on empowering businesses to build complex web applications.

Differentiator

Problem solved

Functional benefit

Brands

• Formidable Forms: WordPress form builder plugin for creating powerful, customizable, and user-friendly forms
• WP Tasty
• Business Directory Plugin
• Nutrifox
• AWP Classifieds
• Simply Popups

Products and services

• Formidable Forms WordPress form builder plugin enabling SMBs and individuals to create contact forms, surveys, calculators, directories, job boards, event registration, and church management solutions on their WordPress sites.
• WP Tasty Suite of WordPress food blogging plugins including Tasty Recipes (recipe management and formatting), Tasty Pins (Pinterest optimization), Tasty Links (affiliate link management), and Tasty Roundups (curated recipe collections), targeted at food bloggers and culinary content creators.
• Business Directory Plugin WordPress plugin enabling businesses and individuals to create and manage dynamic business directory listings with a user-friendly interface and robust directory functionality.
• Nutrifox

Quantifiable outcome

• Powering over 400k websites
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Four partnerships are on record, tiered core.

• Tinybit LLC (WP Tasty and Nutrifox)coreOEM/ Whitelabel/ Licensing Partner · 1 December 2022Strategy11 acquired WP Tasty products (Tasty Recipes, Tasty Pins, Tasty Links, Tasty Roundups) and Nutrifox from Tinybit LLC, the creators of Pinch of Yum and Food Blogger Pro. This acquisition expanded Strategy11's presence in the food blogging niche, acquiring trusted tools well-loved within the food blogging community.
• Business Directory Plugin and AWP Classifieds PlugincoreOEM/ Whitelabel/ Licensing Partner · 22 August 2020Strategy11 acquired the Business Directory Plugin and AWP Classifieds Plugin, expanding its product portfolio. Business Directory Plugin is renowned for its user-friendly interface and robust directory functionality. AWP Classifieds Plugin provides powerful classified ad management capabilities. These acquisitions strengthened Strategy11's ability to cater to evolving business needs worldwide.
• Awesome Motive Growth AcceleratorcoreStrategic or Co-development Partner · 5 November 2018Strategy11 joined the prestigious Awesome Motive Growth Accelerator program, partnering with Syed Balkhi for growth acceleration. Awesome Motive is known for nurturing and scaling innovative businesses with expert guidance, cutting-edge resources, and extensive experience. This collaboration marked a significant milestone for Strategy11 in unlocking growth potential.
• Syed BalkhicoreStrategic or Co-development Partner · 5 November 2018Syed Balkhi, renowned entrepreneur and founder of WPBeginner, OptinMonster, MonsterInsights, SeedProd, and other successful ventures, serves as an advisor at Strategy11. His proven track record of building successful ventures and deep understanding of the digital landscape has been invaluable. His work has been featured in Forbes, Inc, Entrepreneur, Washington Post, FoxBusiness, and other top publications.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Awesome Motive: Bootstrap-style WordPress product company behind WPForms, OptinMonster, MonsterInsights, SeedProd and more. Closest peer to Strategy11: same multi-plugin portfolio strategy, same SMB/WordPress customer base, and same founder-led operating model.
• WPForms: Leading WordPress form builder plugin by Awesome Motive, used on millions of sites. Direct competitor to Formidable Forms with overlapping features (contact forms, surveys, payment forms) and a freemium go-to-market.
• Gravity Forms: Premium WordPress form builder with developer-friendly extensibility and subscription licensing. Closest premium-tier competitor to Formidable Forms and a benchmark for ARR economics in the WordPress form-builder category.
• Ninja Forms: Freemium WordPress form builder targeting SMBs. Competes head-to-head with Formidable Forms on price and feature parity, and shares the same wordpress.org free + premium add-on distribution model.
• WPMU DEV: Multi-plugin WordPress company offering Forminator (a direct form-builder competitor), Smush, Hummingbird, Defender and more. Same multi-product subscription model and SMB/WordPress customer base as Strategy11.
• Yoast: Premium WordPress plugin company (Yoast SEO and related add-ons) with a freemium SaaS model serving millions of SMB sites. Same WordPress plugin DNA, recurring license revenue, and M&A history as Strategy11.
• MemberPress: Premium WordPress membership plugin sold via annual subscription licenses. Comparable recurring-revenue economics, similar SMB target customer, and similar plugin-portfolio extension strategy.
• LearnDash: Premium WordPress LMS plugin with annual subscription pricing. Comparable premium-plugin positioning, recurring license model, and SMB/educator target segment as Strategy11's portfolio products.
• Elementor: Premium WordPress site builder plugin with a freemium model and a large Pro subscription base. Same WordPress plugin distribution model, same SMB target customer, and comparable scale of paid installs.

Broad incumbents

• Automattic: Owner of WordPress.com, WooCommerce, Akismet and Jetpack. The dominant incumbent in the broader WordPress ecosystem; competes indirectly through bundled alternatives and shapes platform rules (e.g., plugin guidelines, Gutenberg) that affect Strategy11's product strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/strategy11
• LinkedInlinkedin.com/company/strategy-11/mycompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries4 records

Funding overview

Funding rounds

Investors

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 Strategy11