WE22
WE22 operates a white-label, OEM-embedded website builder (CM4all) and partner-network digitalization platform (Zentillion), enabling telecom providers, hosters, and industrial manufacturers to deliver SMB websites and digital services under their own brands.
- Company typePrivate
- Founded1999
- HeadquartersBerlin, Germany
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What WE22 does
WE22 (formerly Content Management AG, founded 1999 in Germany; legal entity we22 Solutions GmbH) is a private B2B software company that operates a white-label, OEM-embedded website-building and digitalization platform used by telecom providers, hosters, and industrial manufacturers to serve their small-business customers. Its core technology is the CM4all website builder — described as one of the first web-based CMS systems — supported by a proprietary hosting platform and four complementary tools (Expertizer for sales/consulting guidance across 240+ professions, Operator for account and CRM-linked service management, Cooperator for partner collaboration, and Creator for content-as-a-service). The Zentillion platform extends this stack into a dedicated ecosystem for industrial manufacturers with multi-stage distribution, providing a sitebuilder, content hub, analytics dashboard (Daten Cockpit), online marketing tools, and a service unit that has delivered 25,000+ website projects.
WE22 reaches end customers almost exclusively through a B2B2C partner channel: more than 70 telecom providers (Deutsche Telekom, STRATO, Vodafone, NTT, Hostnet, Hostpoint, 1&1/United Internet) and over 100 industry partners (Brillux, Villeroy & Boch, Datev, Hörmann, JAB, Dermalogica, PCI, Autoscout24, CGM, Wolters) white-label the CM4all or Zentillion technology under their own brands, embedding it into portals, billing, and customer journeys for their SMB end users. Direct revenue-generating motions include multi-year OEM software licensing (license/royalty economics), recurring SaaS subscriptions for hosting, domain, and email (OX Mail) infrastructure, professional services (white-label build, consulting, support, online marketing), and content-distribution subscriptions on the Zentillion platform. Pricing is uniformly consultative ("Request a Demo," "Book a Tour"), with no public price list disclosed.
The company is founder-controlled (Robert Schovenberg co-founded it with Cornel Schnietz), with Michael Klemund as Managing Director (Geschäftsführer) and Lars Kramer listed as CFO. It has raised no disclosed external funding, operates from Cologne (HQ), Berlin, Erfurt, and Boston with 150+ employees, and reports no product-level AI/ML capabilities or patents in the available source material. WE22 states it has jointly served 3.3 million small businesses across more than 50 countries through its partner network.
WE22 firmographics
Firmographics- Name
- WE22
- Legal name
- we22 Solutions GmbH
- Website
- https://we22.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- WE22 operates a white-label, OEM-embedded website builder (CM4all) and partner-network digitalization platform (Zentillion), enabling telecom providers, hosters, and industrial manufacturers to deliver SMB websites and digital services under their own brands.
- Ownership category
- akta.pro rank
WE22 industry classification
Industry- Product category
- Website Builder Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Computer Systems Design Services (541512)
- akta.pro primary industry
- Low-Code/No-Code Application Platforms (HDAEAKAA)
- akta.pro secondary industry
- Industry-Specific Low-Code Platforms (Vertical App Platforms) (HDAEAKAL)
Keywords
Where WE22 is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices4 records
Markets served
WE22 business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Operations, Marketing or Sales
Revenue model
- White-label OEM Software Licensing: we22 licenses its CM4all website builder as a white-label OEM solution to telecom providers and industrial companies (e.g., Deutsche Telekom, STRATO, Hostnet). These partners embed and resell the software under their own brand to SMB customers. Revenue is generated through licensing fees, typically per-user or subscription-based, paid by the OEM partner.
- SaaS Subscription (Operations): Hosting, domain administration, email services (OX Mail), and infrastructure provided as cloud-based or on-premise solutions. Customers and partners subscribe to the platform on a recurring basis, paying for hosting, domain, SSL certificates, and related infrastructure services.
- Professional Services: White-label services in consulting, website creation with industry-specific content and applications, customer support, and online marketing. Services are tailored per partner and include build-it-for-me offerings, training, and ongoing customer management through the Service Unit.
- Content Distribution (Zentillion): The Zentillion platform enables manufacturers to distribute branded content and applications to thousands of partner websites, monetized as part of the broader platform engagement with industrial partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Quote-based / consultative sales — no public pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
WE22 product offering
Product offeringCore offering
WE22 develops and operates the CM4all white-label website builder and the Zentillion platform, providing software, hosting infrastructure, and professional services that enable telecom providers, industrial manufacturers, and hosting companies to offer branded website creation and digitalization tools to small businesses. The company also runs web4business, a direct service arm serving craft and trade SMBs with website creation, content, and online marketing.
Product overview
WE22 offers a platform-plus-modules architecture centered on the CM4all website builder as the core product, supported by four complementary tools (Expertizer, Operator, Cooperator, Creator) for consulting, account management, coordination, and content-as-a-service functionality. Infrastructure services include the CM4all Hosting Platform, domain management, and OX Mail email services. For manufacturers, the separate Zentillion platform provides a comprehensive ecosystem with sitebuilder, content hub, data cockpit, online marketing, and service unit components. The portfolio targets small businesses and their digitization through partner networks across industries including industry, retail, telecommunications, hosting, franchising, and marketing.
Differentiator
Problem solved
Functional benefit
Brands
- CM4all: Award-winning and certified white-label website builder software enabling small entrepreneurs to create and maintain state-of-the-art responsive websites. Scalable for several hundred thousand users with API interfaces for partner system integration.
- Zentillion
- web4business
- The Expertizer
- The Operator
- The Cooperator
- The Creator
Products and services
- CM4all Website Builder Award-winning and certified white-label website builder enabling small entrepreneurs to create state-of-the-art responsive websites. Scalable for several hundred thousand users with API interfaces for partner system integration; aimed at telecom, industrial, and hosting partners who resell it to SMBs.
- CM4all Hosting Platform Proprietary hosting and web service infrastructure that enables scalable, cost-effective, and future-proof website operation. Provided as a cloud-based or on-premise installation, GDPR-compliant, with CRM integration, domain administration, and billing capabilities.
- CM4all Expertizer Tool that guides sales and consulting staff through customer discussions in a target-oriented manner, delivering information and arguments for over 200 professions to shorten training periods.
- CM4all Operator Account and service management dashboard for CM4all accounts with notifications, communication management, and direct CRM/workflow system connectivity for partners operating the platform.
- CM4all Cooperator User interface for coordinating communications with service customers, sharing data, and providing feedback on and approving designs across the partner ecosystem.
- CM4all Creator
Quantifiable outcome
- 3.3 million small businesses digitally served through the partner network
- +4 more outcomes
Companies that use WE22
Customer profileNamed customers10 records
Segments5 records
Ideal customer profiles4 records
WE22 technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature7 records
WE22 partnerships and signals
Strategic signalPartnerships
25 partnerships are on record, tiered flagship, core and minor.
- STRATO AGflagshipSTRATO AG is one of the world's leading hosting companies managing 6+ million domains. Since 2013, STRATO is a certified we22/CM4all partner. Product sites were jointly tailored to STRATO's specific needs and end-customer perspective. Customers can select from 250 categories, 144 responsive designs, SEO, and online marketing in STRATO branding.
- Deutsche TelekomflagshipDeutsche Telekom was acquired as the first OEM partner in 2000, marking a pivotal milestone. CM4all technology was embedded into Deutsche Telekom's offerings, making it one of the most significant early partnerships for we22 and validating the white-label OEM business model.
- NTTcoreInternational telecom provider using we22's solutions to efficiently extend its service offering and reach new target groups through the white-labeled CM4all platform.
- VodafonecoreMajor telecommunications provider using we22's white-label website builder to extend its portfolio of digital services to small business customers.
- BrilluxflagshipBrillux (manufacturer of paints and coatings) partnered with we22 to offer its partner companies a professional online presence. Beyond the website builder, we22 provides consulting, Brillux tool integration, content creation support, and online marketing. The partnership exemplifies the industrial manufacturer B2B2C model.
- Villeroy & BochcorePremium tableware and bathroom furnishings manufacturer collaborated with we22 to develop new communication channels for its sales partners, creating future-proof digital networks for brand distribution.
- DatevcoreLeading ERP software provider for tax consultants, auditors, and companies partnered with we22 to develop new digital communication channels for its partner network.
- HostnetcoreOne of the largest Dutch hosting providers uses we22's CM4all website maker to offer customers an easy way to create outstanding websites and achieve scalable economic success. Partnership active for over five years.
- HostpointminorSwiss hosting provider utilizing CM4all's OEM customization options to tailor the complete application to its own and specific customer needs, with no other product offering as much flexibility.
- HetznerminorGerman hosting provider and server operator using we22's platform to extend services to its SMB customer base.
- StartlogicminorHosting brand operating under the United Internet group (parent of 1&1, Webgo, and others), using we22's white-label website builder for its customers.
- TerraminorHosting provider using we22's solutions to expand its digital service portfolio for small business customers.
- JABcoreGlobal automotive supplier using we22 for professional homepage creation through a partner with deep industry knowledge and technical implementation capabilities for hundreds of industry-specific homepages.
- ZEG (Zentralgenossenschaft)minorCentral cooperative in the German trade sector using we22's digital solutions to support its member businesses' online presence.
- 1&1 (United Internet)coreMajor European telecom and hosting provider (parent of 1&1 IONOS, STRATO, etc.) integrating we22's white-label website builder technology into its portfolio of digital services for SMBs.
- AffinityminorPartner whose logo appears in the we22 partner gallery. Industry context suggests a technology or hosting partner.
- EnduranceminorPartner whose logo appears in the we22 partner gallery. Industry context suggests a technology or hosting partner.
- AutoscoutminorPartner whose logo appears in the we22 partner gallery. AutoScout24 is a leading European online automotive market, suggesting a strategic digital partnership.
- CGMminorCGM (CompuGroup Medical) is a provider of software and information services for the healthcare sector, partnering with we22 for digital communication solutions.
- DermalogicaminorProfessional skin therapy brand using we22's digital platform to support its specialist partner network's online presence.
- HörmannminorLeading manufacturer of doors and gates using we22's platform to digitize its specialist partner and dealer network.
- SothysminorProfessional cosmetics brand using we22's digital platform to provide its distribution network with branded online presence tools.
- PCI (PCI Augsburg)minorConstruction chemicals manufacturer using we22's platform to extend digital services to its specialist dealer network.
- WoltersminorPartner whose logo appears in the we22 partner gallery. Wolters Kluwer is a global information services provider, suggesting a strategic digital partnership.
- Metall & MehrminorPartner whose logo appears in the we22 partner gallery, serving the metalworking/industrial sector.
Scale indicators14 records
Recent moves9 records
Expansion highlights5 records
WE22 competitors and assessment
Company assessmentBroad incumbents
- Wix.com: Wix is the largest direct-to-consumer SMB website builder with a sizable agency/reseller program and white-label capabilities via Wix Studio. Larger and broader incumbent that competes for the same end SMB but primarily through a direct brand rather than OEM model.
- IONOS (1&1): IONOS is a major European hosting and SMB digital services provider with its own website builder (MyWebsite). It is simultaneously a we22 OEM partner (via 1&1/United Internet/STRATO) and a potential competitor that could insource site-building capability.
- Newfold Digital (Endurance International): Newfold Digital is a global hosting and SMB services conglomerate (parent of HostGator, Bluehost, Hostpoint, etc.) offering integrated website building and online marketing tools to SMBs. Comparable in bundling hosting + website builder for SMBs through hosting-provider channels.
- Squarespace: Squarespace is a leading direct-to-consumer website builder targeting SMBs and creators with design-led templates and integrated commerce. Broader incumbent in the same SMB website-building category that competes for end-SMB attention versus we22's OEM channel.
- Hostinger: Hostinger is a large hosting provider offering integrated AI-assisted website building tools (Hostinger Website Builder) targeted at SMBs. Competes in the same SMB enablement space with a vertically integrated hosting + site builder stack.
- GoDaddy: GoDaddy is a large SMB-focused domain, hosting, and website builder provider targeting very small businesses globally. Comparable in bundling domain + hosting + website creation for SMBs, with a much larger direct-to-consumer brand presence than we22's white-label model.
- Sitecore: Sitecore is an enterprise digital experience platform (DXP) and CMS that serves large manufacturers and multi-brand enterprises with content distribution across digital channels. Comparable on Zentillion-style multi-site content orchestration for industrial customers, though at the enterprise end of the market.
Direct peers
- Webflow: Webflow offers a visual website builder with a partner/embedded program and increasingly targets SMB and enterprise customers through agencies and resellers. Comparable on no-code/low-code website building platform mechanics and partner-led GTM.
- Jimdo: Jimdo is a Germany-based SMB website builder serving a similar small business segment in DACH with comparable DIY website creation, hosting, and online marketing offerings. Direct geographic and product peer, though primarily direct-to-consumer rather than OEM-led.
- Duda: Duda is a leading white-label website builder platform specifically designed for agencies, hosting providers, and SaaS companies to offer website creation under their own brand — directly mirroring we22/CM4all's OEM go-to-market. Closest functional peer in white-label SaaS website builder space.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
WE22 social profiles
Digital presenceWE22 compliance and trust
Trust signalCompliance1 record
WE22 financial estimates
Financial estimateRevenue estimate
Valuation estimate
WE22 leadership team
Management profileNumber of profiles
Profiles4 records
WE22 subsidiaries and ownership
Company hierarchySubsidiaries1 record
WE22 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WE22 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 WE22
What does WE22 do?
WE22 develops and operates the CM4all white-label website builder and the Zentillion platform, providing software, hosting infrastructure, and professional services that enable telecom providers, industrial manufacturers, and hosting companies to offer branded website creation and digitalization tools to small businesses. The company also runs web4business, a direct service arm serving craft and trade SMBs with website creation, content, and online marketing.
Is WE22 a public or private company?
WE22 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WE22 founded?
WE22 was founded in 1999. It employs 101 to 250 people.
Where is WE22 based?
WE22 is headquartered in Berlin, Germany, in the Europe region.
How does WE22 make money?
Four revenue lines are on record. White-label OEM Software Licensing is the primary driver. The others are saaS Subscription (Operations), professional Services and content Distribution (Zentillion).
Who are WE22's main competitors?
Broad incumbents on record are Wix.com, IONOS (1&1), Newfold Digital (Endurance International), Squarespace, Hostinger, GoDaddy and Sitecore. Direct peers are Webflow, Jimdo and Duda.
Does WE22 have an API?
Yes. WE22's software products feature API interfaces that enable integration into all partner systems and networks. The APIs support data exchange and integration of relevant industry applications into the software solution. No public API documentation URL or SDK information is provided in the available sources.
What industry is WE22 in?
WE22's product category is Website Builder Software. Its primary akta.pro industry code is HDAEAKAA, Low-Code/No-Code Application Platforms, with a secondary code of HDAEAKAL, Industry-Specific Low-Code Platforms (Vertical App Platforms). Its NAICS code is 51821.