01
Too many disconnected tools
Six plugins, six dashboards, six different ideas of how a thing should work. None of them talk to each other, and you're the integration layer.
A better way to build for WordPress
We make complex things simple.
We build WordPress plugins that remove the friction you hit every day. The first are in development now, and a report that holds up can join what we're building.
Building now · Our team reads every report
The friction
WordPress doesn't slow you down all at once.
It happens one reasonable decision at a time. A plugin here, a workaround there, a setting someone changed two years ago — until the work around the work takes longer than the work itself.
02
Setup that never quite ends
Long configuration screens, unclear defaults, and a setup wizard that stops right before the part you actually needed help with.
03
Interfaces built for the developer
Settings pages that assume you already know the answer, labelled in language that only makes sense if you've read the source code.
04
The same manual work, every week
Exporting, re-uploading, copying between screens, renaming files by hand. Work a computer should have quietly done for you.
05
Workflows that fight back
Ten clicks to change one thing, buried three menus deep, with no way to preview it and no obvious way to undo it.
06
Fixes that create new problems
A plugin solves one problem and quietly adds page weight, a conflict, or an abandoned dependency you'll be maintaining for years.
None of this is anyone's fault. It's what happens when a platform powers a huge share of the web for two decades and stays open to everyone. The flexibility is the point. The friction is just what nobody got around to sorting out.
Our mission
We exist to take friction out of WordPress.
We start from problems people describe in their own words, not from a feature list or a competitor's changelog. The ones that hold up become plugins anyone can install.
Remove unnecessary complexity
The best version of a solution usually takes something away. Fewer settings, fewer steps, fewer decisions you shouldn't have to make.
Build it properly, then maintain it
Clear in purpose, properly built, and maintained. The kind of thing you install once and stop thinking about.
Improve the everyday experience
We care about the work you repeat every week, not the demo that looks impressive exactly once.
How we work
Three steps. No mystery.
The same process every time, whether the answer turns out to be a plugin, a setting, or telling you that you don't need us.
01
Discover
Understand the problem. We talk to the people living with it, separate the symptom from the cause, and work out whether it's real or a one-off.
02
Simplify
Remove unnecessary friction. We cut the steps, settings and decisions that don't earn their place.
03
Build
Create something useful and practical. Focused, tested, documented — and kept working afterwards.
What's next
We're building what WordPress users actually need.
FrictionSort is early. The first plugins are in development now, and a problem somebody reports can change the order, or add something we hadn't thought of. The fastest way to influence what we build next is to tell us what's slowing you down.
Listening
Collecting real WordPress problems from real people, in their own words. This one never stops.
Building
The first plugins, in development now. Built to solve the problem properly, however large that turns out to be.
Publishing
Out to wordpress.org, where anyone with the same problem can find it — then on to the next one.
Have a WordPress problem worth solving?
Tell us what's slowing you down — a plugin that should exist, a workflow that wastes your week, or something that's simply always annoyed you. You'll hear back either way.