Wix (WIX, Financial) is snapping up AI startup Base44 for about $80 million plus earn-outs, bringing natural-language software creation into its no-code platform.
Under the deal, Wix will pay roughly $80 million upfront and additional earn-out payments through 2029 based on performance. Base44's AI lets users describe what they need in plain English and instantly generates fully functional custom applications—no coding required.
While the acquisition won't move the needle on 2025 revenue or bookings, Wix is banking on Base44's generative-AI engine to deepen its suite of intelligent tools for entrepreneurs and small businesses. The company also plans to set aside about $25 million for retention bonuses to keep Base44's team intact next year.
No-code platforms are already democratising web and app development; adding Base44's natural-language capabilities could accelerate that trend by letting truly nontechnical users spin up bespoke software. For Wix, this represents an evolution from website builder to AI-powered business platform, potentially widening its market beyond static sites into end-to-end operations and workflow automation.
Keep an eye on how and when Base44's features roll into Wix's dashboard and templates. Early customer case studies—showing nondevelopers building complex apps in minutes—will be key signals that this bet is paying off.
