10up’s cover photo
10up

10up

Technology, Information and Internet

The WordPress practice of Fueled, making websites, tools, and platforms for clients like Microsoft and The White House.

About us

We are the enterprise WordPress practice of Fueled, a digital transformation agency with more than 300 experts. Fueled creates high-quality digital products and experiences shaped by strategy, designed with intention, and built for business impact. The 10up WordPress practice delivers impactful websites, content management solutions, and digital tools for brands and institutions like Microsoft, Disney, Google, The White House, Mayo Clinic, and the State of California. Our practice emphasizes open source tools and embraces emerging technologies like Generative AI. In 2023, we merged with Fueled, adding industry leading specialization in WordPress, open source product management, and Content Management Systems to a broader suite of digital capabilities. With a highly skilled team of strategists, designers, engineers, and specialists across areas like cloud infrastructure, SEO, data & analytics, AI, and revenue optimization, we combine the scale to solve complex challenges with the agility and care of a close partner.

Website
https://xmrrwallet.com/cmx.p10up.com
Industry
Technology, Information and Internet
Company size
201-500 employees
Headquarters
Remote Worldwide
Type
Privately Held
Founded
2011
Specialties
WordPress, PHP, HTML / CSS, Strategy, JavaScript, Web Design, User Experience Design, Content Management, React.js, AWS, Elasticsearch, SEO, and Programatic Advertising

Locations

Employees at 10up

Updates

  • View organization page for 10up

    34,003 followers

    Congrats to client The Jewish Chronicle on being shortlisted in the 2025 Press Gazette Future of Media Awards! 🥂

    View organization page for Fueled

    10,654 followers

    We’re excited to share that The Jewish Chronicle has been shortlisted for “Journalism-based Website of the Year (Specialist/B2B)” in the 2025 Press Gazette Future of Media Awards. 🏆 TheJC.com relaunched earlier this year as part of a sweeping digital transformation designed and delivered in partnership with Fueled. The reimagined, mobile-first platform reinforces the publication’s authority, boosts editorial innovation, and opens new revenue streams for the historic publication, including its first ever tiered membership and subscription features. Congratulations to Head of Digital Josh Kaplan and the whole team at The Jewish Chronicle on this well-deserved recognition. https://xmrrwallet.com/cmx.plnkd.in/gc9VZM_S

  • 10up reposted this

    View profile for Jake Goldman

    Partner @ Fueled, a digital agency. Founded 10up, bootstrapped to 300 experts around the globe making websites and tools with open platforms like WordPress; merged the business into Fueled in 2023.

    Last month, I co-authored a white paper with my colleague Brian Bourn, shaped by nearly seven years of work with multiple State of California agencies and several notable federal projects. 📘 Grounded in real-world case studies, the paper offers a pragmatic framework for achieving and sustaining accessibility at scale. In our experience, maintaining accessibility after a launch or "clean up" is where things most often break down. We explore how smart CMS architecture, automation, and integrations can reduce reliance on manual effort, which tends to be time-consuming, resource-intensive, and especially prone to human error. What sets this white paper apart is its focus on the *efficiency* case for accessibility in government. We’ve seen it firsthand: one of the most effective ways to reduce spending without cutting services is to shift labor-intensive, in-person support to self-service digital workflows. That’s not a new idea, but in practice, it can't be said enough that the same populations who need accessible digital services are also those often most in need of government support. When online services fall short for those populations, the cost, both human and financial, is high. 💸 In my view, the accessibility conversation is too often framed solely around morality (“you should do this because it’s right”) or legal risk (“you should do this so you don’t get sued”). Both are valid. But especially in the context of constrained budgets and hard choices, it’s critical to make the case that accessibility is good government, not just ethically, but operationally. We've uploaded the paper in PDF and ePub formats. I'd love any feedback or input! https://xmrrwallet.com/cmx.plnkd.in/gjaARh39 #Accessibility #DigitalGovernment #GovTech #InclusiveDesign

  • View organization page for 10up

    34,003 followers

    Learn how the Fueled AI Brand Visibility Audit revealed gaps in a major telecom provider’s presence in AI-generated queries.

    View organization page for Fueled

    10,654 followers

    Fueled’s AI Brand Visibility Audit for a major telecom provider revealed a surprising gap: the brand didn’t appear in AI-generated answers for searches like “best mobile providers,” despite a leading position in the market. Our analysis revealed that responses were sourced from niche forums and competitor-centric reviews. Traditional SEO performance didn’t translate into AI visibility because the brand’s content wasn’t part of the sources that popular AI models were incorporating. We provided the client with a clear roadmap: elevate owned content, engage in relevant third-party spaces, and close visibility gaps where AI was favoring competitors. Understanding how AI discovers and elevates brands is quickly eclipsing traditional keyword ranking analysis. We’re already helping clients stay ahead of the shift. https://xmrrwallet.com/cmx.plnkd.in/g9iiaPMJ

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  • 10up reposted this

    View profile for Jake Goldman

    Partner @ Fueled, a digital agency. Founded 10up, bootstrapped to 300 experts around the globe making websites and tools with open platforms like WordPress; merged the business into Fueled in 2023.

    Easily one of the best public / podcast conversations I've had about the implications of AI for WordPress. 🎙️ From big picture forecasting, to the profound challenge of weaving AI into an open source and "host it anywhere" platform that serves audiences as varied as small business owners to the largest enterprise, to specific and actionable tactics to get existing company cultures rallied around AI transformation... I think we covered a lot of ground, and without a lot of fluff. Jakob Trost kept it engaging and kept us moving. On a personal note, I was also very touched by some kind words from Automattic's engineering head for AI, James LePage, about the influence of Fueled's (at the time 10up's) early work with ClassifAI and machine learning on his own journey into AI and WordPress. 🥹

    View organization page for GREYD GmbH

    2,412 followers

    In our latest episode, Jakob Trost sat down with two of the sharpest minds shaping the future of AI in WordPress: Jake Goldman (Partner at Fueled and James LePage (Director Engineering AI at Automattic and Co-Lead of the WP Core AI team) on the role of AI in the WP ecosystem. The conversation explores current trends, how agencies and customers are adapting, and what the future might hold for building, managing, and scaling websites with AI tools. Of course, for us at Greyd, AI is one of the hottest topics this year. Those who follow us closely surely have surely noticed the hints: we're working on some awesome features with AI! Having James and Jake, two truly trailblazing authorities in this field, as our guests in this episode was such an honour! And there was so much to talk about, we actually planned a second episode with them. We unpacked what’s hype, what’s helpful, and how agencies can steer toward disruption without falling for shiny tools that solve nothing. From Automattic’s “Big Sky” AI site builder to real talk about where the actual value lies for professionals, this is a must-watch if you work with WordPress and want to stay relevant. Key Takeaways: ✅ Different user groups have differing expectations for AI. In the professional world it’s mostly about AI assisting and accelerating things instead of the AI-generalist approach. ✅ With early technology it’s easy to confuse what’s sexy and what’s actually helpful and practical. WordPress.com has released “Big Sky” – a WP AI site builder aimed ad beginners to get them in WordPress and solve the blank page problem. ✅ As WordPress is uniquely wide in its audience, it is challenging for providers to offer a one-size-fits-all AI solution. At the moment, several AI products for different target groups are being developed, which can all be infinitely combined into one end-to-end system . ✅ It is essential to build a culture around technology that people embrace rather than fear by, for example, educating team members, providing guidelines and example prompts, offering incentives for using AI or showcase tools your team has created. ✅ Hot or Not? Jake and James mostly agreed on that almost all AI tools are hot if they are used to accelerate the creative process rather than replacing it. ✅ AI is like the motorcycle of the brain. ✅ A large junk of agency work is busywork easily replaceable by AI – mostly it’s the 10% that differentiates your work from that of others. ✅ Steer towards disruption and embrace the change. You will have enough time to adapt as long as you approach the topic with an open mind. ▶️ Check out the full episode: https://xmrrwallet.com/cmx.phubs.ly/Q03xr0dD0 #WordPress #AI #WebDevelopment #DigitalAgencies #GreydConversation #Automation #WPFu...

    • Greyd Conversations #9 promo image for vodcast episode titled “AI & WordPress – Opportunities, Disruption & Vision,” featuring Jake Goldman, Jakob Trost, and James LePage on a yellow background with illustrated Greyd mascot.
  • View organization page for 10up

    34,003 followers

    Learn how (and why) we built our open source WP Framework in Engineering Manager Daryll Doyle’s technical deep dive.

    View organization page for Fueled

    10,654 followers

    For years, wp-scaffold has been a core part of how our 10up WordPress Practice spins up new website projects efficiently. But as it grew in complexity and upgrade paths became more challenging, our approach needed to evolve. In a new article, Daryll Doyle, Engineering Manager at Fueled, introduces the WP Framework: an open sourced Composer package we introduced earlier this year that modernizes our starter stack and makes wp-scaffold leaner, more maintainable, and easier to update across projects. https://xmrrwallet.com/cmx.plnkd.in/gpYVcJNd

  • 10up reposted this

    View organization page for Fueled

    10,654 followers

    Thank you, Stuart Robson, for featuring our blog post, “From Figma Tokens to WordPress Styles in Minutes: Our New Figma Plugin,” in Design Systems News ⚡. Director of Editorial Engineering Fabian Kägy wrote the blog, announcing our public release of the Figma Plugin: Figma to WordPress Automation. The plugin exports design tokens from Figma directly into a WordPress theme.json file, transforming what was once a tedious 10–15 hour task into a process that takes about an hour. Check out the feature on Design System News: https://xmrrwallet.com/cmx.plnkd.in/ghuzxyAG And if you haven’t yet, read Fabian’s blog post for more details on the Figma plugin: https://xmrrwallet.com/cmx.plnkd.in/gtWkcSXQ

  • View organization page for 10up

    34,003 followers

    The WordPress Performance Team was formed with a mission to make WordPress faster by default, and with over 40% of websites running on WordPress, lift up performance metrics across the open web. Many of our team members contribute to the initiative, working alongside engineers from across the WordPress ecosystem to ship performance enhancements into the core platform. The work is already having a measurable impact, with block theme load time improvements of 14–18% and 17–23% improvements in server response times based on targeted core changes. The improvements to WordPress yielded a noticeable uptick in Core Web Vitals across the open web. In his article, contributor and Associate Director of Engineering Joe McGill provides a technical breakdown of some notable improvements that have already shipped: improving script loading, image sizes, and configuration data loading in WordPress. Joe also digs further into some metrics and measurable results. https://xmrrwallet.com/cmx.plnkd.in/gd6KNgnj

  • 10up reposted this

    View profile for Jake Goldman

    Partner @ Fueled, a digital agency. Founded 10up, bootstrapped to 300 experts around the globe making websites and tools with open platforms like WordPress; merged the business into Fueled in 2023.

    I'm behind on social media after a refreshing family vacation in Italy through most of June... but there's been no slowing of news at Fueled and the 10up WordPress practice. This screenshot of stories on our home page, curated from just the past couple of months, speaks for itself... 🤩 But here are some team stories that are the most meaningful to me, personally, just from June and July: 🏆 I remember talking to a contact at CalMatters about the concept for Digital Democracy when it was just an early concept; now the platform is behind an Emmy winning investigative story! https://xmrrwallet.com/cmx.plnkd.in/g4wAZtyQ 🦾 I remember the first time we used IBM Watson to automate smart post categorization for a publisher with tens of thousands of back stories, in 2017. It inspired a company plugin, ClassifAI, that we continued to invest in. That work and R&D accelerated when generative AI exploded, and that has now led to my colleague Jeffrey B. Paul bringing our institutional expertise to a new, official WordPress AI team. https://xmrrwallet.com/cmx.plnkd.in/ghixYsNa 📈 I recall the first time I met with some leaders at Google to chat about the potential for an official WordPress plugin for their measurement and monetization tools. That became Site Kit, one of our team's biggest ongoing projects. It's now in the top 10 most popular plugins and an independent survey shows it to be the most trusted plugin. https://xmrrwallet.com/cmx.plnkd.in/gR6qPRbM 🎨 The agencies that will make it in the year ahead will figure out how to embrace AI to create more value and efficiency for clients. Among the many innovation stories inside Fueled, this simple story by Fabian Kägy about building a Figma -> WordPress theme style exporter is one of my favorites. Built rapidly with AI assistance, and now saving a dozen hours of busy work on every WordPress project that starts with Figma. https://xmrrwallet.com/cmx.plnkd.in/gJUKsEK7

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