Why Baack a new headless CMS and DXP

Since 2010 ot there abouts, the fitst time I left Google, I have had a keen interet in startups. The excitement around building something new and taking it to market is something you rarely experience in a corporate role. After joining a startup in London seeking bigger opportunities and chances to grow, via a short stint at eBay I launhced my first venture: SiteMorph. The idea was simple, codify what were basically simple AI systems to identify and execute on SEM and SEO opportunities for websites. 2012 was a different era of internet startups and it seemed like anything was possible if you could just build it. In building the app I found I had to build lots of different capabilities not leaat including content management and basic customer relationships management for the site. Even then I was a massive fan of API first approaches so inevitably I ended up building a CRM and CMS for our own needs. This wss the genesis of https://www.baack.co/ Following a return to Google where I worked on Ads API then Play and web I moved to Meta. There I initially worked on integrations for Workplace tools for front line workers. Seeing the challenges of building integrations at scale I later moved to the API platform team to lead the GraphApi framework which deals trillions of requests and webhook triggers per day.

Researching the opportunity

When I left Meta in 2025 I was determined to continue my work on building great API products. I researched changes in the market since my last time in a startup. One area that stood out was Content Management Systems which had grown into an entire industry in the years I was in corporate. The API driven content management first built for SiteMorph still had unique capabilities even in the now mature market. From this the idea for baack.co was born, combining thr unique tech I had developed years earlier with the skills and knowledge from building for planet scale websites. The mission for Baack is to offer enterprise grade content and digital experiences to any company build digital experiences online.

A year into Baack

A year on Baack offers a rich set of capabilities for conoanies building composable sites and apps. If you are building an app and need headless experiences come and check it out!