01What it sells and who buys it
Base44 creates web applications with interfaces, data and functionality from natural-language requests. Early uses included small businesses and people building tools without a development team.
02How the business makes money
Subscriptions sell credits for application creation and integrations. Early operations were funded through customer payments rather than outside investment; the product continued after Wix acquired it.
03Marketing and customer acquisition
Base44 built apps with nontechnical users and shared the process to attract the next users.
- 01
How distribution and adoption expanded
SourceThe founder built publicly on LinkedIn and worked with roughly 20 early users every two weeks to create real applications. Jewelers, therapists and lawyers supplied concrete workflows and feedback. Community demonstrations, hackathons and a Product Hunt launch broadened exposure.
- 02
Refine the product on real small-business needs
SourceWorking with sellers, counselors and lawyers exposed the friction of putting real data into a working app, beyond explaining features on a landing page.
- 03
Financing the next stage
SourceAfter bootstrapped growth, Base44 was acquired by Wix in June 2025 for $80 million of initial consideration plus performance-related terms. This was an actual company sale rather than only a funding valuation.
How the growth mechanism works
- Publish the building process
- Build an app with users
- Fix the blocked steps
- Use finished examples to attract trials
Working with about twenty users every two weeks created direct observation. Public building and hands-on support combined acquisition with product learning. The bootstrapped sale to Wix and later ARR belong to different dates.
04Funding and expansion
After bootstrapped growth, Base44 was acquired by Wix in June 2025 for $80 million of initial consideration plus performance-related terms. This was an actual company sale rather than only a funding valuation.
05What the transaction changed
Acquired by Wix
$80 millionThe base acquisition consideration was $80 million, with additional payments tied to revenue performance.
More about the founding and key events
Maor Shlomo began by trying to make a website and customer management tool for his partner, a tattoo artist. Despite his previous startup experience, he found existing tools cumbersome. He developed an environment where AI could build apps and started Base44 in 2025.
He recruited users by sharing development on LinkedIn. Every two weeks, he built real apps with about 20 community members, including jewelry sellers, therapists, coaches and lawyers. They exposed bugs and explained differences from competing tools. Building in public served both promotion and customer research.
In June 2025, Wix announced an acquisition with $80 million in base consideration and additional performance-based payments. Base44 had six employees and had grown without outside funding. Rapid revenue growth and concentrated ownership led to a transaction.