All Webbed Labs is new. The team, the standards and the track record behind it are not. Two years of pre-agency freelance, five years running All Webbed Up as a Sydney marketing and development agency, and a mid 2026 split that put the software and AI practice under its own brand.
Twenty plus years of combined engineering experience across the current team, brought together deliberately so that neither the marketing side nor the software side pulls focus from the other.
Two years of solo freelance before any agency existed. Shipping marketing sites, small applications and one-off automation work for direct clients. This is where the "build things that ship" bias was formed, no account layer between the person writing the brief and the person writing the code.
All Webbed Up (AWU) was founded in Sydney as a full-service marketing and web development agency. Five years of client work followed, ranging from brand and website builds through to custom software and internal tools. AWU is still running today, now sharpened to its marketing and brand practice.
All Webbed Labs (AWL) launched in mid 2026 as the dedicated software engineering and applied AI arm. AW Labs Pty Ltd is a new legal entity, but the work is not, it formalises the enterprise engineering and AI practice that had been running inside AWU for years, under its own brand.
Full-service agencies drift. Marketing wins the pitch, then the engineering side gets treated as an implementation detail. Or the reverse, technical shops that inherit marketing work and produce serviceable brand assets nobody is proud of.
Splitting AWU and AWL fixes both failure modes. Each entity has a dedicated senior team, its own commercials, and permission to say no to the work that does not belong in it. When a client needs both, the two companies collaborate end to end. When they only need one, they get the specialist without paying for the other half.
The operating standards, transparency, senior only delivery, direct access to the people building your product, are shared. The specialisations are not.
The seven year company history is not the whole picture. The engineers, AI specialists and delivery leads at All Webbed Labs bring more than two decades of combined experience from enterprise software, marketing platforms, applied AI and startup product work before AWL existed. That is why a new legal entity ships like an experienced one on day one.