2000
Our agency - bwired - was born
bwired is a leading full-service digital agency that was responsible for building and launching Australia's most well-known and leading companies, including SEEK, Frontier Touring, and others.
2002
We built our SaaS CMS - Core dna
We got tired of building the same applications over and over again by hand for clients’ websites, so we built a SaaS platform before the term was even coined.
We launched a few more content products
In addition to a CMS, we built blogs, news, digital asset management, and document management applications to help businesses manage and scale their business.
2005
We added another app to our family; Connections
With applications such as User Management, User Groups, Segmentations, Memberships and Forms, Connections application is what you might also call Customer Relationship Management (CRM).
2007 - 2010
We built and launched our first Commerce applications
We expanded our Content and Commerce applications
With the addition of our Franchise application, such as outlets, agents, and directories, we made B2B commerce possible.
Another family application added - Marketing
We expanded and created a whole lot of marketing applications that we decided they need to be their own family. We added applications such as events, ideas, polls, quotes, surveys and tickets.
2014 - 2016
Rebuild our Digital Experience Platform from the ground up
Core dna launches into the USA
Our CEO, Sam Saltis, packed his bags (and his whole family) and moved to Boston, MA.
Core dna's Digital Experience Platform 2.0 was born
2018
Europe here we come
Not happy with just one office, we opened another office in Germany packed with beers and full-stack developers, or as we like to call them, unicorns.
Introducing Core dna's headless commerce
2020 - 2022
We're expanding to Asia and upgraded our content and commerce applications
While having to work remotely from the convenience of our own home due to COVID-19. We expand our network with partners in our region.
2023
Built around the operator, not the page
We stopped thinking in sites and started thinking in portfolios. The customers who needed us most were never running one website. They were running many properties at once: franchises, chapters, dealer networks, multi-brand retail, each with its own stack. We began rebuilding the platform around how those operators actually work, with one place to run every property and governance built in from the start.
2024
One platform, 400 APIs, open to everything
We opened the platform all the way up. More than 400 APIs across every record, property, and workflow, so operators could connect Core dna to the systems they already run instead of replatforming around us.
2025
Agents arrive, and we make them safe to run
When AI agents became real, most platforms added a chatbot. We did the opposite and built agentic operations into the core: agents that watch, decide, and act inside the platform, with two human approvals, full audit, and rollback. Operators could finally let agents run across every property without losing control.
2026
The operations platform for multi-property operators
We named what we had spent twenty years building toward. A live MCP server with more than 80 tools connects Core dna to Claude, ChatGPT, and the agents teams already use, so an operator can run every property from one prompt. Clark Rubber runs 70 franchises this way. And Frontier Touring, one of the names our agency launched back in 2000, is still with us today.