What Delicious Brains does

Delicious Brains Inc. is a WordPress plugin developer founded in 2012 by Brad Touesnard and currently operating as a wholly-owned subsidiary of WPEngine, Inc. The company builds and sells a portfolio of four premium WordPress plugins: Advanced Custom Fields (custom field data and edit-screen control, reportedly powering over 1 million websites), WP Migrate (database, media, theme, and plugin migration between WordPress installations, including multisite networks), WP Offload Media (cloud storage offloading to Amazon S3, DigitalOcean Spaces, or Google Cloud Storage with CDN delivery via Amazon CloudFront), and WP Offload SES (transactional email routing through Amazon SES with queue, retry, open/click tracking, and health reporting). The products are built on PHP and JavaScript, integrate deeply with AWS (including a namespaced AWS PHP SDK v2 to avoid plugin conflicts and a custom email queue delivering up to 100 emails/second), and connect with adjacent WordPress tooling such as WooCommerce, Easy Digital Downloads, and WPML.

The company runs a self-serve product-led growth motion: free "Lite" versions of each plugin are distributed via the WordPress.org plugin repository and the company's own websites (deliciousbrains.com and advancedcustomfields.com), converting developers into annual Pro subscriptions with tiered site-count and feature add-ons. Distribution is entirely direct-to-consumer globally, supported by a substantial developer blog, podcast, active WordPress community/core contributions, and SEO-driven documentation rather than traditional sales channels. Team members (over 20 people across five continents, including the US, UK, and Canada) are distributed, with Brad Touesnard as founder & CEO and Iain Poulson as product manager. Pricing is not publicly disclosed and revenue is not reported; the business is best characterized as a niche, cash-generative PLG software subsidiary within the larger WP Engine corporate structure.

Name

Delicious Brains

Legal name

Delicious Brains Inc.

Website

https://deliciousbrains.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Delicious Brains is a WordPress plugin developer (subsidiary of WPEngine) selling annual Pro licenses for Advanced Custom Fields, WP Migrate, WP Offload Media, and WP Offload SES to a global long tail of WordPress developers and agencies via a self-serve product-led growth model.

Ownership category

akta.pro rank

Product category

WordPress Developer Tools

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Blogging & CMS Content Platforms (BPAMAJAG)

Keywords

• WordPress plugins
• Developer tools
• Site migration software
• Cloud media offloading
• Transactional email

Headquarters

HQ city

Truro

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Plugin License Sales: Premium WordPress plugin licenses sold directly through deliciousbrains.com with pro versions offering advanced features, addons, priority support, and multi-site capabilities. Subscription model with annual renewal for license maintenance and updates.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Delicious Brains develops and sells premium WordPress plugins aimed at professional developers and agencies. Its portfolio includes Advanced Custom Fields for custom field and edit-screen control, WP Migrate for one-click database, media, and theme/plugin migrations between WordPress installations, WP Offload Media for cloud-storage media offloading and CDN delivery, and WP Offload SES for routing WordPress site email through Amazon SES with queue management and tracking.

Product overview

Delicious Brains is a WordPress developer-focused software company offering a suite of four WordPress plugins. The portfolio centers on migration (WP Migrate for database and content migration), media management (WP Offload Media for cloud storage offloading to Amazon S3, DigitalOcean Spaces, or Google Cloud Storage with CDN delivery), email infrastructure (WP Offload SES for routing WordPress emails through Amazon SES), and custom fields (Advanced Custom Fields for content management customization). The products serve WordPress developers and agencies needing to manage, migrate, and optimize WordPress sites, with tight integrations among themselves and with popular plugins like WooCommerce, Easy Digital Downloads, and WPML.

Differentiator

Problem solved

Functional benefit

Brands

• Advanced Custom Fields: WordPress plugin for custom field data and edit screen control, powering over 1 million websites.
• WP Migrate
• WP Offload Media
• WP Offload SES

Products and services

• Advanced Custom Fields WordPress plugin that provides complete control over edit screens and custom field data, transforming WordPress sites into fully-fledged content management systems. Used by professional developers and agencies building WordPress sites.
• WP Migrate WordPress migration plugin enabling push and pull of entire sites between WordPress installations. Migrates database, media files, themes, and plugins between single sites and multisite networks with one-click functionality.
• WP Offload Media WordPress media management plugin that offloads media files to cloud storage (Amazon S3, DigitalOcean Spaces, or Google Cloud Storage) and serves them via CDN such as Amazon CloudFront for improved site performance.
• WP Offload SES WordPress email management plugin that routes all site emails through Amazon SES, including email queue, retry logic, open/click tracking, health reports, and email activity logging.

Quantifiable outcome

• 80-90% email cost savings compared to other email delivery services
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature5 records

Partnerships

Two partnerships are on record, tiered core.

• WP EnginecoreStrategic or Co-development Partner · 1 January 2012Delicious Brains was acquired by WP Engine and operates as its subsidiary. The company was founded in 2012 by Brad Touesnard and later acquired by WP Engine. Products are hosted and distributed through WP Engine infrastructure, with hosting recommendations on the Delicious Brains website linking to WP Engine services.
• Amazon Web Services (S3, SES, CloudFront)coreTechnology or IntegrationDeep technical integration with AWS services including S3 for media storage, SES for email sending, and CloudFront CDN for asset delivery. WP Offload Media and WP Offload SES are built specifically around AWS infrastructure.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Duplicator: WordPress migration and backup plugin widely used by developers and agencies. Most direct competitor to WP Migrate for site cloning, migration, and backup workflows in the WordPress ecosystem.
• All-in-One WP Migration: Popular WordPress migration plugin with a freemium model targeting developers and site owners. Direct competitor to WP Migrate in the site-cloning and migration segment, with similar lite-to-pro conversion dynamics.
• MainWP: WordPress management and migration toolset for agencies and developers managing multiple sites. Overlaps directly with WP Migrate and the broader Delicious Brains developer-tool suite for site management, backups, and migrations.
• Yoast: Leading WordPress SEO plugin (with extensions for WooCommerce, news, video). Comparable as a premium, freemium WordPress developer/agency plugin suite targeting the same WordPress professional buyer.
• ManageWP: Centralized WordPress site management dashboard offering backups, migrations, security, and performance tools. Directly comparable to WP Migrate and to the multi-plugin workflow Delicious Brains offers WordPress agencies and developers.
• WP Rocket: Premium WordPress performance/caching plugin widely used by developers and site owners. Adjacent competitor to WP Offload Media in performance optimization, sharing the same premium WordPress plugin distribution channels.

Others

• SpinupWP: Server control panel for self-hosted WordPress sites on DigitalOcean, AWS, etc. Operated by the same founder/team ecosystem around Delicious Brains and represents the adjacent infrastructure layer that WP Offload Media and WP Migrate plugins support.

Broad incumbents

• Kinsta: Premium managed WordPress hosting provider that bundles its own performance, backup, and developer tools. Sister concern to WPEngine and adjacent competitor where Delicious Brains' migration and media plugins are commonly deployed.
• Automattic (Jetpack, Akismet): Owner of WordPress.com and a broad portfolio of WordPress plugins including Jetpack and Akismet. Competes with Delicious Brains across multiple plugin categories and is the dominant WordPress ecosystem incumbent with overlapping developer-tooling ambitions.

Emerging players

• SolidWP (Starter Templates / Spectra): WordPress plugin suite including Starter Templates, Spectra (Gutenberg blocks), and backup tools. Emerging competitor in the broader WordPress developer-tools category with a similar freemium, multi-product strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/dliciousbrains

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Delicious Brains