Ten years after Fit 4 Start, the Luxembourg startup launches Monday on Product Hunt an AI that creates and runs a business from a single sentence.
On Monday, October 12 at 9:01 a.m., Yotako launches WPMaven worldwide on Product Hunt. The idea: describe any business in one sentence. A team of AI operators creates it in minutes (brand, website and store, products or services with their prices), then runs it every week with a goal, posts, videos, new pages and a Monday report on WhatsApp.
“In 2016 the answer was code. In 2023 it was a complete website. In 2026 it is a business that runs.”
Alfonso García Frey, CEO & Founder of Yotako
An idea born from data
For ten years, the Belvaux-based startup has built AI that turns designs into code, then into complete WordPress websites. Its Figma to WordPress plugin has been used by more than 100,000 Figma users and is the most used WordPress plugin in the Figma Community. “The real signal was in what our users actually wanted: not a smarter website, but a business,” says Alfonso García Frey, CEO & Founder of Yotako. “Building the site was never the point. Running what’s behind it is.”
The need is measurable. According to the Global Entrepreneurship Monitor’s 2024/2025 report, 47% of people who see a good business opportunity would not act on it for fear of failure, up from 42% in 2019.
An AI that asks before acting
This is the product’s deliberate stance: nothing goes out without the owner’s approval. “The costs are not symmetric. If the AI prepares a weak post and you reject it, you lose a moment. If it publishes the wrong thing under your name, you lose a customer’s trust,” explains García Frey. Every sale goes straight to the owner’s own payment account, and since every business is built on WordPress, it stays the owner’s and can move with them.
Ten years of pivots from Belvaux
A member of the first Fit 4 Start cohort in 2016, Yotako won the Best Paper Award at IEEE CSCWD that year. An Adobe partnership followed in 2018 (integration into Adobe XD, presented at Adobe MAX), then a seed round in 2021 with LBAN, BeAngels and other local investors, and Figma to WordPress in 2023, which ranked #5 Product of the Day on Product Hunt. “In 2016 the answer was code. In 2023 it was a complete website. In 2026 it is a business that runs.”
The Ministry of the Economy, Luxinnovation and Technoport also supported the journey. “A small country isn’t a small market if you treat the world as your audience.”
“More than 100,000 Figma users have used our Figma to WordPress plugin […]”
Alfonso García Frey, CEO & Founder of Yotako
To mark the launch of WPMaven, we asked Alfonso García Frey, CEO & Founder of Yotako, five questions: how the idea was born, why the AI asks before acting, what launching from Belvaux says about Luxembourg’s startup ecosystem, and how Yotako has evolved over ten years. Here are his answers in full.
1. How did the idea for WPMaven come about, and what problem does it solve?
It came from our own data. For ten years we have built AI that turns designs into code first and fully functional websites later. More than 100,000 Figma users have used our Figma to WordPress plugin, and more than 71,000 professionals have registered on figma-to-wordpress.com. It is the most used WordPress plugin in the Figma Community.
The real signal was in what our users actually wanted: not a smarter website, but a business. Building the site was never the point. Running what’s behind it is.
So we rebuilt WPMaven around the bigger vision: describe a business in one sentence, and a team of AI operators creates it and runs it every week. Not just a website. In a few minutes it creates the brand, the site and store, the products or services with their prices, and the launch posts. Then it does the weekly work: a goal, a plan, posts, videos, new pages, and a report every Monday on WhatsApp. You can actually manage your business on your WhatsApp.
The problem is measurable. The Global Entrepreneurship Monitor’s 2024/2025 report surveyed more than 150,000 people in 51 economies. Among the people who see a good opportunity to start a business, 47% say they would not start one for fear it might fail, up from 42% in 2019. The ideas exist. What is missing is everything a business needs behind the idea. That is the gap WPMaven closes, fueled by user feedback: if you can describe a business, you can run one.
2. Why did you choose an AI that asks before acting, and what does that mean for the business owner?
Because the costs are not symmetric. If the AI prepares a weak post and you reject it, you lose a moment. If it publishes the wrong thing under your name, you lose a customer’s trust, and that is expensive to win back. We designed for the expensive case.
The rule has no exceptions: nothing goes out without the owner’s yes. The AI operators set the weekly goal, plan the work and prepare everything. The owner approves. Every Monday there is a report on WhatsApp, and every sale goes straight to the owner’s own payment account.
For the owner, the job changes and the ownership does not. You stop doing most of the work and start approving it. It is still your name, your customers and your money. I also think this is how AI gets adopted for real work: trust is earned one approved action at a time.
3. What does launching from Belvaux for a global audience say about Luxembourg’s startup ecosystem?
The numbers say it. Luxembourg is a country of well under a million people, and our plugin has been used by more than 100,000 Figma users. You cannot reach that from here unless you build for the world from day one, and Luxembourg pushes you to do exactly that.
The ecosystem did three concrete things for us. Fit 4 Start took us in its first cohort in 2016. The Ministry of the Economy, Luxinnovation and Technoport supported us along the way. And our investors from the region came through LBAN and BeAngels. Ten years later we are still in Belvaux, and on Monday we launch worldwide on Product Hunt again. You can support us by voting on Monday for our product here.
A small country isn’t a small market if you treat the world as your audience.
4. How has Yotako evolved since you founded it, from the Fit 4 Start days to today?
In milestones:
2016: first Fit 4 Start cohort. Our research on generating user interfaces from models wins the Best Paper Award at IEEE CSCWD.
2018: Adobe partner. First design-to-code technology to be integrated into Adobe design tools (Adobe XD) and presented by Adobe worldwide at Adobe MAX. Paperjam names Yotako among its 50 startups to follow.
2021: significant seed round with LBAN, BeAngels and other local investors. They have supported us from the very beginning, fully trusting our daily work, and we truly thank them for their help and support.
2023: Figma to WordPress launches. It finishes #5 Product of the Day on Product Hunt and becomes the most used WordPress plugin in the Figma Community. Our Adobe integrations are backed by the Adobe Fund for Design.
2026: we’re launching WPMaven for a bigger market.
The technology changed more than once and we were forced to pivot a lot during the journey, but the ultimate question remains: how far can software carry an idea toward something that works? In 2016 the answer was code. In 2023 it was a complete website. In 2026 it is a business that runs.
5. What were the key turning points along the way that shaped the company and led to WPMaven?
Three, and each one followed the evidence.
First, from research to product, in 2016. The research showed that software could generate interfaces from models. At Fit 4 Start we made a company out of it.
Second, going where the users already are. WordPress is the open-source software behind more than 40% of the web, and Figma is where designers work. Connecting the two gave us more than 100,000 users, and those users became our best source of evidence.
Third, from website to business. The evidence from those users was that the website was a means, not the goal. Once AI could write, design, plan and make videos well enough to do a team’s weekly work, we could build what they actually wanted. That is WPMaven. And because every business it creates is built on WordPress, what you create stays yours and can move with you.
Sources: Figma Community (plugin users); Yotako’s own records (registrations); GEM 2024/2025 Global Report, “Entrepreneurship Reality Check” (February 2025); W3Techs (WordPress share of the web).