“People don’t want to buy hosting and then go figure out how to build a website. They want to describe an outcome and have it exist,” he said in an interview with Hosting Discussion. If a host isn’t offering that, he added, the customer just goes somewhere that does.
It’s a blunt way to open, but it’s the thread running through everything 10Web has done over the last few years, so it’s worth knowing where the company came from before getting into where Torosyan thinks it’s headed.
10Web launched in 2017 as a managed WordPress host running on Google Cloud, nothing unusual there. In 2021, before ChatGPT existed, the company shipped its first AI website builder, using Elementor as the foundation. That earlier version filled a fixed template with generated content. It worked, until it didn’t.
“About a year ago, we hit a ceiling,” Torosyan said. “You can’t really go far if you keep bolting AI on top of a structured builder, as it limits the design and functionality of the website.” So the team scrapped it and rebuilt from scratch around a genuinely agentic approach: a group of specialized AI agents, one handling site architecture, another copy, another design, working together to generate a full five to seven page WordPress site directly from a prompt, no template involved.
Torosyan draws a clear line between that and what most competitors do. A template builder starts with a selected layout and fills it in, so the template itself caps the output. An agentic builder produces the code, agent by agent, so the design ceiling disappears. “For the end users, that’s the difference between a site that looks like a template and the site which looks like it was custom built for them,” he said.
He was also insistent on one point that shapes 10Web’s whole strategy: the output is real WordPress, not a closed proprietary stack. His reasoning is fairly simple. WordPress sits behind roughly 43 percent of the web, and in some countries that share pushes past 60 percent. It comes with roughly 60,000 plugins and around two million developers who already know how to work inside it. Build on top of that ecosystem, Torosyan argued, and the ceiling for what a site can do becomes the ceiling of WordPress itself, not the ceiling of whatever startup built the tool.
I watched a live demo during the conversation, and it’s worth describing because it clarifies what “agentic” actually means in practice rather than as a buzzword. Asked to generate an e-commerce site, I picked something specific: a store for parents buying toys, books, and car seats for kids, set to dark mode with a baby blue accent color. Generation took about two minutes, longer than some rivals. Torosyan attributes that to the system writing an entire website’s code from scratch rather than assembling pre-built blocks.
What came out was a multi-page site: a homepage, product categories, working filters, and a shop page stocked with WooCommerce products the system had already generated and populated. WooCommerce brings compatibility with essentially any payment processor, plus a WordPress backend where form submissions, blog posts, and product listings all live. Editors can update any of it the ordinary way, through Gutenberg or a plugin.
Editing happens in four places: an AI chat editor for people who just want to describe changes, a code editor for developers, a visual point-and-click editor with around a hundred adjustable parameters, and the standard WordPress dashboard itself. Torosyan’s pitch is that most users won’t need more than the first option. “Sometimes you don’t even need to go to WordPress to have the fully production ready website,” he said.
For hosting companies specifically, 10Web ships in three shapes. The default is a self-hosted plugin plus an API: the host pre-installs the plugin on WordPress sites running on its own infrastructure, and the plugin later self-deletes into a white labeled theme once generation finishes. There’s also a reseller dashboard for MSPs and agencies who want a full standalone SaaS product under their own brand, running on 10Web’s infrastructure rather than the partner’s. And there’s the API alone, for workspace-level control over licenses and credits.
The business case Torosyan makes to hosting companies is pointed. He doesn’t think infrastructure is going away, it’s still the backbone of the web, but he does think differentiating on servers and storage alone gets harder every quarter. What’s changing is the layer sitting on top of it. In his view, hosts already hold what AI-native platforms like Lovable and Bolt are scrambling to build from scratch: the customer relationships, the brand trust, and the acquisition channels that already convert. What most of them are missing is the product layer that turns a prompt into a finished site. “The customer who gets a working website in three minutes on the host’s brand is a customer who stays,” he said.
He offered some numbers, carefully, without breaking any partner confidentiality. 10Web’s own consumer product converts free users to paid at 12 to 15 percent across its markets, which he called high for that category, and he said the larger hosting partners see even better results, something he attributes to their stronger brand recognition and higher-quality traffic. Partners have flexibility in how they monetize it too: bundled into existing plans as a feature, sold as a paid add-on to existing customers, or launched as a standalone new product line. Most partners, he said, end up running more than one of those approaches at once as they learn what fits their customer base.
Given how much attention agentic builders are drawing, the obvious question was asked: why wouldn’t a large hosting company just build this internally? Torosyan didn’t dismiss the idea, several of the biggest players are already trying, but he laid out three problems that took 10Web years to solve.
Connecting a modern AI generation front end to a production WordPress backend took a team of thirty engineers about twelve months to get right. Matching the generation quality of established players like Lovable, Bolt, and V0 required extensive iteration. And the unit economics, the actual cost of generating each site, took months to bring down to what he estimated is roughly a tenth of what internal teams typically land on. A working prototype doesn’t mean the math holds up at scale.
There’s also the matter of timing. While an internal team builds its version, he argued, competitors already running 10Web get a two-week head start pulling customers into a category that didn’t exist for them yet.
Actual integration, once a host commits, takes closer to two weeks than months. The bottleneck usually isn’t engineering, according to Torosyan, it’s internal alignment: figuring out pricing tiers, how the builder fits the signup flow, and how the team plans to market it. Support splits into two layers: the host handles the first, and a dedicated Slack channel connects the partner’s team to 10Web’s engineers and an account manager for anything that needs escalation.
On competition, Torosyan was direct about where 10Web sits. Wix, GoDaddy’s Airo, and Hostinger Horizons keep customers inside a closed platform permanently, sites made there stay there. Lovable and Bolt generate code and working prototypes but skip a real content management system, which he says suits developers and agencies better than a hosting customer who just wants a working website. Closer to home, Extendify fills WordPress templates with AI content, an approach Torosyan compares to the section-based builder 10Web abandoned a year ago: useful, but limited by the template underneath. Nova, from WebPros, is agentic but doesn’t output real WordPress at all. “The catch is the output is not a real WordPress website,” he said of Nova. 10Web’s claim to a category of its own rests on doing all three things at once: agentic generation, actual WordPress, and full white labeling on the host’s infrastructure.
10Web says it has more than a thousand B2B partners across its various offerings, including, Torosyan said without naming them, two of the largest WordPress hosting companies in the world, both running the agentic builder under their own brand. The reaction that’s surprised him most has come from partners reporting that their conversion rates doubled within two weeks of launch, numbers he said rarely show up around ordinary internal product launches.
He was also candid about who 10Web isn’t for. Companies without leadership alignment on whether they even want to be in the website-building business shouldn’t bother integrating yet, since leadership needs to settle that decision before the technical work matters. Hosts hunting for the cheapest possible option are also a poor fit, since 10Web targets premium plans rather than price competition. And hosts unwilling to put the builder front and center in the customer experience tend to see the partnership underperform. “If the plan is to hide it three clicks deep in the dashboard, the partnership underperforms,” he said.
Looking further out, Torosyan described 10Web’s goal as helping a billion entrepreneurs launch online businesses, a number he was quick to clarify the company has no intention of reaching alone. The path runs entirely through partners, hosting providers, SaaS platforms, MSPs, and agencies who already have the customers. On the roadmap, he pointed to AI agents taking on the roles a web agency typically staffs separately, quality assurance, analytics, security, SEO, with the eventual goal of producing not just websites but full working applications on WordPress.
Asked what he’d want a hosting provider to take away if they only caught the last two minutes of the conversation, Torosyan kept it short. The decision isn’t whether to add agentic site creation, he said. It’s whether to ship it in weeks by partnering, or in years by building it alone. Hosting isn’t disappearing. The version of hosting that stops at infrastructure is.
