Meet Vito Peleg, Founder and CEO at SaaS Start-Up: Atarim

“This isn’t just another chatbot or plugin, it’s a groundbreaking evolution into agentic AI collaboration.”

Tell us about Atarim

We’re a London-based SaaS start-up founded in 2019, focusing on streamlining visual, creative workflows for web teams and agencies. Think of it as a visual collaboration hub tailored for web professionals, bridging client feedback and project management into one intuitive experience. It cuts down on endless emails, accelerates delivery times, and boosts clarity and accountability across teams.

How did you come up with the idea for the company?

As a former freelancer turned agency owner, I experienced firsthand the “chaos” of managing clients via emails, chat messages, phone calls, and scattered tools. This created inefficiencies and constant misunderstandings.

To address it, I built a simple in-house visual feedback tool, what became WP Feedback (later rebranded as Atarim), that let clients click directly on a website to leave contextual comments. It was born from necessity, and it worked like magic.

Tell us about The InnerCircle

We’ve just launched Atarim AI, the InnerCircle, which is a market-first. This isn’t just another chatbot or plugin, it’s a groundbreaking evolution into agentic AI collaboration, built directly into the Atarim platform. It’s a feature that introduces multiple AI agents that work alongside you, reading your design, layout, and content, and offering expert-level feedback in real time. These agents seamlessly integrate into your workflow without disrupting your usual tools. They’re more like teammates than assistants, and each has a defined role.

What most excites you about the AI industry?

I was among the first 1,000 to access GPT-2 in 2020, later building early AI integrations for WordPress and Chrome. That experience, eventually overshadowed by ChatGPT, taught me the importance of building defensible, impactful, and unique solutions while giving me years of hands-on authority in the AI space.

Today, the biggest shift we’re seeing is towards agentic AI flows: SaaS companies are reimagining human workflows, not to replace people, but to let them achieve far more in less time. Just as SaaS evolved from broad, foundational platforms to specialised, niche solutions, AI is now entering that same phase, where subject-matter experts can build highly focused, powerful tools on top of the foundation laid by giants such as OpenAI, Anthropic, and Google.

What has been the biggest challenge you’ve had to overcome along the way?

We launched toward the end of 2019 with what turned out to be the biggest product launch in WordPress history, and the future looked bright. As a young company, we invested heavily in events to grow visibility, including WordCamp Asia in Thailand. However, just two nights before flying out, COVID hit, and suddenly everything was cancelled with no clarity on refunds. For a three-month-old, bootstrapped company, it felt like an existential threat.

Instead of giving up, I worked around the clock for two weeks, often working 20 hour days, to build an online event platform that could digitise the community experience. We pulled together friends and leaders from the WordPress space, secured sponsorships from companies like GoDaddy, Yoast, WP Engine, and WordPress.com, and hosted a virtual conference right at the start of the pandemic, before online events really took off. That pivot not only saved us in those critical early months but also became the foundation for what has grown into the largest online event in the world for website agencies.

What is your number one piece of advice to aspiring entrepreneurs?

Make sure you really want to do it, because it’s hard. Every day brings new challenges, and you need to be ready to lean in. A simple exercise I use is to picture what daily life will actually look like once you’ve “made it” – the work, the stress, the people around you. That vision helps reveal whether it’s truly the right path or just a dream that sounds good.

I learnt this early on running a vending machine business with 50 machines. On paper it seemed easy: restock and collect cash. In reality, it meant sweating in a tiny bathroom holding a 40kg machine to a wall, late-night calls, broken glass, and actual drug use on the machines. You could say it was nothing like what I imagined.

That taught me two lessons: always visualise the day-to-day, not just the dream, and stick to digital products where the challenges are real, but at least they don’t involve drilling vending machines in nightclubs!

What can we hope to see from Atarim in the future?

We’re building the future of creative collaboration, a goal we’ve pursued for six years, even as the definition of “collaboration” keeps evolving. Until recently, collaboration meant human-to-human. Now, it also means humans working with AI, and AI working with humans, all aligned toward shared goals.

That shift inspired us to launch the world’s first agentic creative team. Unlike today’s AI tools, which are all one-to-one (you with ChatGPT, Gemini, or Cursor), we’re pioneering a true multi-to-multi experience, where multiple people collaborate with multiple AI agents in real time, within the same shared context.

This is collaboration redefined; not just person to person, but teams of humans and AI working together seamlessly. It’s going to be mind-blowing.