JAKE GOLDMAN has been crafting web experiences since websites became a thing in the 1990s. In 2011 he founded 10up, an agency endowed with a mission to make finely crafted, easy to manage websites powered by open platforms, with a major focus on becoming a leading WordPress consultancy.

Over the next 12+ years, Jake bootstrapped 10up to 300 full time staff working remotely from around the globe, serving clients like Salesforce, Hilton, Harvard, and Disney, shipping flagship projects like WhiteHouse.gov and Google’s Site Kit, and racking up dozens of prestigious awards.

Passionate about an open and sustainable internet, Jake shipped and funded free plugins and tools downloaded millions of times, and made 10up one of the largest makers of WordPress – himself among the contributors. In 2023, Jake took on investors and merged 10up with renowned product and app design agency, Fueled, where he remains a Partner and significant shareholder.