R2
R2 is a private Salt Lake City design agency selling white-label design subscriptions (AgencyPass) to SMBs, agencies, and enterprises. It offers flat-rate monthly access to senior design talent with add-ons for Webflow development and Spanish transcreation.
- Company typePrivate
- Founded2005
- HeadquartersSalt Lake City, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What R2 does
R2 (legal entity Roothog LLC, also doing business as R2 Media Group and Roothog) is a private creative agency founded in 2005 and headquartered in Salt Lake City, Utah, with a secondary operating presence in Barcelona, Spain. The company has operated location-independently for roughly two decades and has accumulated an enterprise client roster that includes CVS, American Airlines, Barclays, Gap, IBM, and UnitedHealth Group, alongside SMB and consumer-product accounts such as Baby Banana Brush and Zions Bank. The core product is AgencyPass, a white-label design subscription service that delivers unlimited design requests from senior talent for a flat monthly fee, structured into three tiers: AgencyPass at $7,500/month for SMBs (one workstream, single brand), AgencyPass MAX at $15,000/month for agencies (two workstreams, multiple brands, white-label output), and an Enterprise tier at $25,000/month with dedicated project management. Optional add-ons include Webflow development at $1,500/month and a Spanish-language transcreation service, both billed monthly. Distribution runs through a self-serve Stripe checkout on r2mg.com with an optional sales-assisted discovery call, and the MAX tier explicitly enables agency partners to resell R2's capacity under their own brand. The technology stack is services-led with no proprietary software platform; the only registered intellectual property is the AgencyPass trademark. R2 is founder-controlled, has disclosed no outside funding, and operates with a stated headcount of 1–10.
R2 firmographics
Firmographics- Name
- R2
- Legal name
- Roothog LLC
- Website
- https://r2mg.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- R2 is a private Salt Lake City design agency selling white-label design subscriptions (AgencyPass) to SMBs, agencies, and enterprises. It offers flat-rate monthly access to senior design talent with add-ons for Webflow development and Spanish transcreation.
- Ownership category
- akta.pro rank
Where R2 is headquartered
LocationHeadquarters
- HQ city
- Salt Lake City
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
R2 business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- AgencyPass Subscription: Flat-rate monthly subscription for unlimited design requests. Two primary tiers: AgencyPass at $7,500/mo for SMBs (one workstream, single brand) and AgencyPass MAX at $15,000/mo for agencies (two workstreams, multiple brands). Add-ons include Webflow development at $1,500/mo and Spanish language services at variable pricing.
- Design Services: Full-service design offering including strategy, branding, web development, product design, and content production. Services provided by agency-hardened senior design talent.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | AgencyPass SMB Plan - $7,500/mo |
| Subscription | Monthly | AgencyPass MAX Agency Plan - $15,000/mo |
| Subscription | Monthly | Enterprise Plan - $25,000/mo |
| Subscription | Monthly | Webflow Development Add-on - $1,500/mo |
| Other | Monthly | Spanish Language Add-on - Contact for pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
R2 product offering
Product offeringCore offering
R2 is a creative agency selling white-label design subscriptions under the AgencyPass brand. Subscribers pay a flat monthly fee for unlimited design requests delivered by senior, agency-hardened talent covering brand, web, product, content, motion, and development work. Enterprise and agency tiers add multiple workstreams, white-label client-facing output, dedicated project management, and optional add-ons for Webflow development and Spanish transcreation.
Product overview
R2 operates as a design agency offering a white-label design subscription service called AgencyPass™. The portfolio consists of two core subscription tiers: AgencyPass™ (from $7,500 USD per month) for SMBs, providing one workstream at a time with single brand support; and AgencyPass™ MAX (from $15,000 USD per month) for agencies, offering two concurrent workstreams with multiple brand support and white label output. Both plans include unlimited design requests, exclusively senior talent, and automatic billing with no long-term contracts. Add-on modules include Webflow® development ($1,500/month) and Spanish language transcreation services. The service covers brand design, web design, product design, strategy, content, and development.
Differentiator
Problem solved
Functional benefit
Brands
- AgencyPass: White label design subscription service offering unlimited design work for a flat monthly fee. Includes brand, web, and product design services.
- AgencyPass MAX
Products and services
- AgencyPass™ White-label design subscription service offering unlimited design requests for a flat monthly fee (from $7,500/month), providing access to exclusively senior design talent for SMBs seeking to establish or expand their design team without the time and cost of building one internally. Single workstream, single brand focus, cancel anytime.
- AgencyPass™ MAX Design subscription specifically built to meet the needs of agency businesses, offering two concurrent workstreams, support for multiple brands, white label client-facing output, due date commitments, NDA support, and rapid scaling (from $15,000/month).
- Webflow® Development Add-On
Quantifiable outcome
- Typical AgencyPass weekly output: 3 social graphics in 7 dimensions, 20 backgrounds removed for web, 6 blog graphics, 3 templated presentation decks under 10 slides, 2 digital ads in 7 dimensions
- +2 more outcomes
Companies that use R2
Customer profileNamed customers10 records
Segments3 records
Ideal customer profiles3 records
R2 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
R2 partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- StripecorePayment processing partner for subscription billing. Handles automatic billing for AgencyPass plans. Stripe checkout integration enables self-serve subscription purchases.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
R2 competitors and assessment
Company assessmentDirect peers
- Penji: Unlimited graphic and web design subscription platform serving agencies, startups, and SMBs. Highly comparable on subscription structure, white-label reseller capability, and senior-talent positioning.
- Awesomic: Subscription design service pairing SMB customers with vetted designers on flat-rate plans. Comparable to R2 on subscription model and small-business buyer profile.
- Design Pickle: Pioneer of the unlimited graphic design subscription category with flat-rate monthly plans for SMBs and agencies. Closest direct peer to R2's AgencyPass on model, pricing structure, and target buyer.
- ManyPixels: Unlimited design subscription service providing graphic, web, and motion design to businesses and agencies on flat-rate plans. Directly overlaps R2 on subscription model, scope of work, and customer segments.
- Kimp: Subscription-based graphic design service offering unlimited design requests at flat monthly rates with white-label options. Directly comparable to R2 in product, pricing tiering, and SMB/agency focus.
- Superside: Design-as-a-service subscription built for enterprise and agency clients with multi-tier plans, white-label output, and dedicated team models. Closest peer in the enterprise tier where R2 markets at $25,000/mo.
- Duck.Design: Unlimited graphic and motion design subscription service targeting agencies and brands. Overlaps R2 on white-label/reseller positioning and unlimited request structure.
Broad incumbents
- Pentagram: Largest independently owned design agency globally, serving Fortune 500 brand strategy and identity. Comparable to R2 on enterprise brand-design work and senior-talent positioning, though structurally different as a partnership model.
- Toptal: Elite freelance talent marketplace with a vetted top-3% designer network. Comparable to R2 on positioning around top-tier talent and serving enterprise/agency buyers, though delivered through a marketplace model rather than subscription.
- 99designs by Vista: Design marketplace and contest platform owned by Vista (parent of Vistaprint) with global designer network. Adjacent comparable to R2 on SMB design services but differs in contest-based rather than subscription delivery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
R2 social profiles
Digital presenceR2 financial estimates
Financial estimateRevenue estimate
Valuation estimate
R2 leadership team
Management profileNumber of profiles
Profiles1 record
R2 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
R2 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 R2
What does R2 do?
R2 is a creative agency selling white-label design subscriptions under the AgencyPass brand. Subscribers pay a flat monthly fee for unlimited design requests delivered by senior, agency-hardened talent covering brand, web, product, content, motion, and development work. Enterprise and agency tiers add multiple workstreams, white-label client-facing output, dedicated project management, and optional add-ons for Webflow development and Spanish transcreation.
Is R2 a public or private company?
R2 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was R2 founded?
R2 was founded in 2005. It employs 1 to 10 people.
Where is R2 based?
R2 is headquartered in Salt Lake City, United States, in the North America region.
How does R2 make money?
Two revenue lines are on record. AgencyPass Subscription is the primary driver. The others are design Services.
Who are R2's main competitors?
Direct peers on record are Penji, Awesomic, Design Pickle, ManyPixels, Kimp, Superside and Duck.Design. Broad incumbents are Pentagram, Toptal and 99designs by Vista.
Does R2 have an API?
No public API is recorded for R2.