In this episode of WP Legends, we talk to Vito Peleg, the founder of Atarim, about his mission to make the web more collaborative. From early side hustles as a musician and freelancer to launching a platform used by thousands of agencies worldwide, Vito’s story is packed with creativity, resilience, and vision.
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From Side Hustles to Software: The Atarim Origin Story
Before Atarim, Vito was managing client projects, juggling feedback, and running a web agency an experience that inspired him to create a better way to collaborate on web projects.
He walks us through the early days of building Atarim (formerly WP Feedback), how his own struggles became the foundation of a solution, and how he transitioned from service provider to SaaS founder.
“We built it because we needed it. Turns out, so did thousands of other agencies.”
Solving Real Problems with Real Experience
Vito shares how Atarim helps streamline communication between agencies and clients, reducing project delays, confusion, and scope creep. Built with agency pain points in mind, Atarim has evolved into a full collaboration platform for the web.
He also discusses the importance of understanding your audience deeply and how solving your own problem is often the best place to start when creating a product.
Embracing Innovation and Future Tech
This episode isn’t just about one product it’s a conversation about the future of web development. Vito dives into topics like AI in design workflows, automation in client communication, and how the no-code movement is changing the agency-client dynamic.
His thoughts on where the web is headed are grounded in real-world experience and a deep commitment to helping digital professionals do their best work.
Community, WordCamps, and Giving Back
Vito is a familiar face in the WordPress community. From speaking at WordCamps to hosting virtual summits, he shares how community support played a huge role in Atarim’s growth and his personal development as a founder.
He also emphasizes the value of learning in public and building alongside your users.
Advice for Creators and Founders
When asked about advice for aspiring entrepreneurs, Vito keeps it simple: start small, listen closely, and iterate quickly. He shares actionable tips for agency owners, product builders, and anyone looking to turn an idea into impact.
“Start with a problem you understand deeply. If you solve it well, others will follow.”
Whether you’re an agency owner, product maker, or just someone passionate about the future of the web, this episode is full of insights, laughs, and inspiration.
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