The business, which has rebranded to simply Infigo, has launched a new logo, new website and revamped the company's proposition at what Infigo CEO Douglas Gibson believes is a tipping point for W2P, which he predicts will be responsible for transacting 50-60% of print revenue within the next five years.

“People think of W2P as being for business cards and templates, but we’re getting involved with stuff that is so much bigger now, because why wouldn’t you want to provide an interface with your customer that enables you to do business with them more profitably?”

As part of the rebranding exercise, which involved a couple of agencies, and following detailed customer research, the developer has dropped the Catfish name from its W2P platform, which will simply be branded Infigo from today (18 August).

“Ultimately everyone knew and liked ‘Infigo’ but nobody liked Catfish, the name, not the product,” quipped Gibson.

Key to the series of announcements is a raft of technology developments to its flagship product, which Gibson said involved an investment of “well over seven figures in the past 12-18 months”.

“We’ve absolutely wanted to double-down with this investment in engineering to bring out some new modules, we really have been pushing hard [through the pandemic],” he said.

He added that the focus had been maintaining and building the complexity of the platform in the backend, but ensuring simplicity in the front end so that users could get more out of it.

“That’s why people come to us, because have the most sophisticated tools, but we try to make them easier and easier to use.”

The first new module to go live is Infigo Insights, a new reporting tool powered by the opensource Metabase platform. It enables users to easily create custom dashboards and reports.

“Insights was born out of creating a tool to enable people to get data out of the system very easily,” said Gibson.

The majority of enterprise customers use Infigo’s API to gather all the information they need, but Gibson said smaller organisations wanted the same “out of the box functionality” to create their own reports and integrations.

The second new element is Infigo Invent, an InDesign plugin “on steroids” that enables users slash the time it takes to create templates by up to 80%. It allows users to create a template in InDesign and then import it into their Infigo storefront, whereas currently users have to create every template from scratch in their browser.

“Invent will enable users to create their entire template ecosystem using InDesign,” said Gibson.

Other elements include a new group of tools called CMS Plus.

Infigo Insights is currently going live, while Invent will roll out in the coming months with other new, further undisclosed features and modules coming on stream in the near future.

Gibson said that the past 18 months had been a busy time for the business, particularly in the US, where it has secured a significant number of new business wins as the pandemic accelerated the adoption of W2P.

He said that the growth had come from the “believers” who are well versed in the benefits of W2P and have added new storefronts for customers, and “dabblers” that already use the platform but perhaps not to its full capabilities, and have used the lockdown downtime to migrate clients to storefronts and to implement new ideas.

“And then we have had the new wave, which is people using other systems or people that have just never looked at it seriously and have thought ‘I really need to move on with this’,” he explained.

Infigo employs around 25 at its UK headquarters, a 15-strong engineering and development team in Moldova, and around five support and professional services staff in the US. It currently works with getting on for 200 organisations and thousands of users, with UK clients including Precision Proco Group and Paragon.

“Stability, team, cashflow and everything-wise we are probably the strongest we’ve ever been… so we’re a really strong position for growth and feel we have all our ducks in row and are in the position to grow and accelerate to that next phase,” said Gibson.

The business currently has sales of around £3m, which he said he wanted to grow to £5m in the next two years.

Next month Infigo also plans to celebrate its delayed 10-year anniversary, which it reached last April – but paused celebrations because of the pandemic.