About
Built for owners who think in decades, not quarters — and the software they're forced to use that wasn't.
Rootline started in 2023 with a simple observation: the tools small businesses are forced to use to get online were built for enterprises, priced for startups, and designed for people who see software as a funnel, not a craft.
We watched a family bakery rebuild its website three times in five years — three freelancers, three invoices, and a site that still didn't quite work. So we built something different: one tool, one bill, one place that grows with the business instead of being replaced every couple of years.
We're an independent company. We're not chasing an exit. We're building the thing we wish those owners had — and we plan to still be maintaining it in 2046.
What we believe
Small businesses think in decades. Our software does too. We build features to last, not to demo.
Free means free. Plain pricing, plain English. We'd rather lose a sale than win it with a dark pattern.
Five tools become one so you don't have to be a sysadmin. The hard parts stay on our side of the line.
Your domain, your data, your list. Export everything in one click, any time. Stay because it works.
Who we are
Founder & CEO
Started Rootline after watching her parents' bakery website get rebuilt by three different freelancers in five years. None of them ever finished. She wants the next generation of small businesses to have one place that lasts.
Co-founder & Head of Product
Designed editing tools at a Series-C SaaS for a decade. Believes most software is built for the wrong people. Building Rootline for the right ones.
Head of Engineering
Came from a privacy-first analytics company. Architected Rootline so customer data stays customer-owned, exportable, and never sold.
Head of Customer Care
Runs a five-person care team. Median first-response time is 11 minutes. Median resolution: 47 minutes. Numbers Femi defends in every team meeting.
Designer
Designs the templates. Used to design for a national newspaper. Believes a good template is one that disappears behind the words.
Start a free site in five minutes — and keep it for as long as your business is around.
