Over the last several months, I’ve seen more and more chatter in my community Web Designer Pro about WP Umbrella – a new platform making quite the dent in the WordPress site manager space.Personally, I wondered how there was even room for a new tool for managing WordPress sites (updates, optimizations, backups, reporting, etc) when it’s already a crowded market with tools like Manage WP, Main WP, Infinite WP, and many hosts that offer automatic backups, updates, reporting, etc.But it just goes to show…when you have a new, fresh, innovative tool that’s customer-focused and is designed with best, modern UX practices, it can absolutely start to make waves in the market.That’s been the story of WP Umbrella so far and in this exclusive interview, I got to sit down with their CEO and co-founder Aurelio Volle.We covered a lot in our time together, including:The opportunity that he saw which led him to start a WordPress website management tool in an already competitive landscapeHow they made it past the first phase of growth where most SASS companies dieWhy UX design and customer focus are more important than EVER beforeAuerlio’s personal philosophy for vision and goal settingHow to run a successful online business of any size in today’s marketAnd a whole lot more.It’s not every day you get to sit down with the CEO of a major SASS product in the WordPress space so it was so cool to see and hear how thinks about vision, goals, customer service and product-market fit in today’s competitive web design space!P.S. Big thanks to WP Umbrella for being a sponsor of our upcoming Web Designer PRO CON 2026 event! I took notice when members of my community started talking about the tool and their experience with the team/support behind Umbrella and I can tell you, they are the real deal! Great team and a SOLID product that I’m excited to keep a close eye on moving forward.Head to the show notes to get all links and resources we mentioned, along with a full transcription of this episode at joshhall.co/425