Baack
Baack Software is a London-based, bootstrapped company operating an API-first Digital Experience Platform that unifies headless CMS, CRM, task management, and invoicing. It targets SaaS startups, SMBs, charities, and enterprises needing to build digital experiences without integration complexity.
- Company typePrivate
- Founded2025
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Baack does
Baack Software is a London-based, bootstrapped private company founded on 14 July 2025 that operates an API-first Digital Experience Platform (DXP) combining a headless content management system, a headless CRM, task and workflow management, messaging, and payment/invoicing into a single integrated stack. The platform targets SaaS startups, small-to-medium businesses, charities, and enterprise customers that want to build digital experiences without the integration complexity of stitching together separate CMS, CRM, and project-management tools, with the company framing this consolidation as removing an "integration tax." Pricing is freemium: a free Startup/SME/charity tier (sales-approved), an Established tier at £25/month (10 users, 2M API calls, 20GB CDN), usage-based overage charges above baseline, and a custom Enterprise tier on multi-year per-seat contracts with beta-feature access; sales for enterprise are direct via [email protected].
The platform's technical core is a REST API covering content entities with support for text, markdown, images, templates, dates, booleans, JSON, and 11 other item types, plus identity/CRM primitives, tasks, projects, workflows, message threads, and invoices supporting 168 currencies. Distinct technical features include webhook coverage on more than 80% of the API surface with configurable authentication and retry semantics, day-one native content versioning with instant rollback, fine-grained RBAC (READ, ADMINISTER, MODERATE, ARCHIVE) with temporal constraints, global CDN-backed edge delivery with a 99.9% uptime guarantee, ISO-level security posture, and JavaScript ES6 module SDKs on GitHub. The company cites a 30% content rendering performance improvement and claims that marketing teams can reduce deployment times by 70% versus a Franken-stack baseline.
Go-to-market is API-first and product-led for the bottom of the market, with direct sales for enterprise: technical documentation, guides, blog content, GitHub presence, ProductHunt and DevHunt launch listings, and an in-person demo at the Lord-Lieutenant's Entrepreneurs Challenge at the Hertfordshire County Show in 2026. The company is bootstrapped with no disclosed external funding rounds, has 1–10 employees, and publicly launched its unified platform in the week of June 2, 2026; an earlier Xero-to-HubSpot migration app was discontinued on 30 June 2026 due to upstream API deprecation and insufficient install volume, and HubSpot is the primary disclosed integration partner.
Baack firmographics
Firmographics- Name
- Baack
- Legal name
- Baack Software
- Website
- https://baack.co
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Baack Software is a London-based, bootstrapped company operating an API-first Digital Experience Platform that unifies headless CMS, CRM, task management, and invoicing. It targets SaaS startups, SMBs, charities, and enterprises needing to build digital experiences without integration complexity.
- Ownership category
- akta.pro rank
Baack industry classification
Industry- Product category
- Headless Content Management System (CMS) and Digital Experience Platform (DXP)
- NAICS
- Software Publishers (5132), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- API-First Backend Platforms (BaaS/mBaaS & Serverless Backends) (HDAEAKAH)
Keywords
Where Baack is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Baack business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations
Revenue model
- SaaS Subscription: Subscription-based pricing with tiered packages (Startup/SME/Charity, Established Company, Enterprise). Startup tier is free, Established tier is £25/month. Additional usage-based pricing for API calls and CDN bandwidth beyond tier limits.
- Usage-based Overage Charges: Baseline capacity included in each tier with overage charges for exceeding API call limits and CDN bandwidth. Per-usage pricing for customers exceeding base packages.
- Professional Services: On-boarding support, solution design, and customer workshops offered as professional services to accelerate platform adoption.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free tier for startups, small businesses, and charities with basic capacity |
| Subscription | Monthly | Mid-market package with expanded capacity for growing companies |
| Subscription | Multi-year contract | Custom enterprise solution with unlimited capacity and beta features |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Baack product offering
Product offeringCore offering
Baack provides a unified, API-first Digital Experience Platform (DXP) that combines a headless CMS, headless CRM, task and workflow management, and payments/invoicing capabilities into a single integrated system. Customers subscribe to access the platform via REST API, with tiered packages ranging from a free startup/charity tier to a £25/month mid-market tier and custom enterprise contracts, and can extend the platform through webhooks, JavaScript SDKs, and integrations with tools such as HubSpot.
Product overview
Baack is a unified Digital Experience Platform (DXP) combining a headless CMS, headless CRM, task management, and payment/invoicing capabilities into a single integrated system. The core platform provides a Headless CMS API with native versioning, content variants for personalization, and localization support; a Headless CRM API for managing companies, contacts, and customer data; a Task Management API integrated with content and CRM; and a Projects/Workflows API for organizing tasks through configurable stages. Supporting capabilities include Message Threads for chat functionality, Payments and Invoicing, Role-Based Access Control, Global Edge Delivery via CDN, Webhooks (covering over 80% of the API), and JavaScript ES6 module SDKs. The platform emphasizes 'zero integration tax' by unifying tools that would otherwise require separate integrations.
Differentiator
Problem solved
Functional benefit
Products and services
- Baack Digital Experience Platform (DXP)
- QR Code Generator
Quantifiable outcome
- 70% reduction in deployment times with unified DXP
- +3 more outcomes
Companies that use Baack
Customer profileSegments4 records
Ideal customer profiles4 records
Baack technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature10 records
Baack partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- HubSpotcoreHubSpot CRM is the primary destination for the Xero-to-HubSpot migration app. Integration enables companies to accelerate HubSpot adoption with historical sales data from Xero. Part of Baack's CRM integration ecosystem.
- HubSpot (as business/marketing partner)coreHubSpot is referenced as a business and marketing partner integrated with the Baack service. Listed in privacy policy as one of the tools integrated with the service to provide services and advertise to users.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
Baack competitors and assessment
Company assessmentDirect peers
- Sanity: Sanity provides a structured content backend with a real-time CMS, customizable Studio, and strong developer content APIs. It is a direct competitor to Baack's headless CMS offering with overlapping API-first developer positioning.
- Contentful: Contentful is a leading headless CMS delivered as a composable content platform with an API-first architecture and developer-focused tooling. It competes directly with Baack's headless CMS in the same SMB and enterprise customer segments.
- Storyblok: Storyblok offers a headless CMS with visual editor, headless architecture, and workflow features targeting both developers and marketers. Competes with Baack's in-page editing, versioning, and unified CMS/CRM/workflow positioning.
- Directus: Directus is an open-source headless data platform that wraps any SQL database with a CMS, REST, and GraphQL APIs. Comparable to Baack's headless architecture and developer-first positioning with similar SMB and enterprise customer base.
- Hygraph (formerly GraphCMS): Hygraph is a GraphQL-native headless CMS with content federation, localization, and webhook-based integrations. Comparable to Baack on API-first content delivery and integration-friendly architecture for the same developer buyer.
- Prismic: Prismic is a headless CMS with a visual page builder and slice-based content modeling aimed at marketing teams and developers. Direct competitor to Baack on CMS with marketing-friendly editing and developer APIs.
- Strapi: Strapi is an open-source headless CMS with REST and GraphQL APIs, popular with startups and SMBs for building digital experiences. It directly competes with Baack's API-first CMS targeting developers and SaaS startups.
Broad incumbents
- Webflow: Webflow is a visual website builder and CMS that combines design, CMS, and hosting for SMBs and brands. It serves the same SaaS startup and SMB customers seeking unified content and digital experience tools, though its primary wedge is design rather than developer APIs.
- WordPress VIP: WordPress VIP is an enterprise content platform from Automattic offering hosted WordPress with enterprise-grade security and support. It is a broader incumbent in the enterprise DXP space competing for the same enterprise content workflows Baack targets at the top of its market.
- Adobe Experience Manager: Adobe Experience Manager is a large enterprise digital experience platform combining content, assets, and personalization. It sets the upper-bound competitor for enterprise DXP requirements (scale, governance, compliance) that Baack markets against at the enterprise tier.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Baack social profiles
Digital presenceBaack compliance and trust
Trust signalCompliance1 record
Baack financial estimates
Financial estimateRevenue estimate
Valuation estimate
Baack leadership team
Management profileNumber of profiles
Baack funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Baack 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 Baack
What does Baack do?
Baack provides a unified, API-first Digital Experience Platform (DXP) that combines a headless CMS, headless CRM, task and workflow management, and payments/invoicing capabilities into a single integrated system. Customers subscribe to access the platform via REST API, with tiered packages ranging from a free startup/charity tier to a £25/month mid-market tier and custom enterprise contracts, and can extend the platform through webhooks, JavaScript SDKs, and integrations with tools such as HubSpot.
Is Baack a public or private company?
Baack is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Baack founded?
Baack was founded in 2025. It employs 1 to 10 people.
Where is Baack based?
Baack is headquartered in London, United Kingdom, in the Europe region.
How does Baack make money?
Three revenue lines are on record. SaaS Subscription is the primary driver. The others are usage-based Overage Charges and professional Services.
Who are Baack's main competitors?
Direct peers on record are Sanity, Contentful, Storyblok, Directus, Hygraph (formerly GraphCMS), Prismic and Strapi. Broad incumbents are Webflow, WordPress VIP and Adobe Experience Manager.
Does Baack have an API?
Yes. Baack provides a comprehensive REST API for its Digital Experience Platform (DXP), enabling developers to build and integrate experiences across CMS, CRM, task management, and payments. The API is documented at /doc/n/ and supports bearer token authentication. API endpoints cover content entities, companies, identities, tasks, projects, workflows, message threads, webhooks, and more. Over 80% of the API surface supports webhook subscriptions for real-time event-driven integrations. The API follows RESTful conventions with support for CRUD operations on all entities. JavaScript ES6 module clients are available for content viewing, content editing, and task management (hosted on GitHub at Baack-Software/js-client). Developer documentation is at www.baack.co/doc/n.
What industry is Baack in?
Baack's product category is Headless Content Management System (CMS) and Digital Experience Platform (DXP). Its primary akta.pro industry code is HDAEAKAH, API-First Backend Platforms (BaaS/mBaaS & Serverless Backends). Its NAICS code is 5132 and its SIC code is 7372.