BlueFoot CMS | Products & Innovation

Not every agency builds products.
Fewer still build products Adobe buys.

Not every agency builds products. Fewer still build products
Adobe buys.

Before Magento had Page Builder, it had BlueFoot. Built by GENE to solve one of the platform's biggest weaknesses, BlueFoot transformed content management for merchants and developers alike. Its rapid adoption across the Magento ecosystem ultimately led to its acquisition by Adobe, where it became the foundation for Magento Page Builder.

Product Innovation

Magento Ecosystem

Adobe Acquisition

Not every agency builds products.
Fewer still build products Adobe buys.

Product Innovation

Magento Ecosystem

Adobe Acquisition

The Partnership

Building the CMS Magento Was Missing.

In the early days of Magento, merchants relied heavily on WordPress and third-party plugins to manage content. The result was fragmented experiences, lengthy development cycles and inconsistent frontend quality.

GENE believed Magento deserved better. We set out to build BlueFoot as though we were part of the Magento core team, creating a drag-and-drop content platform built around Magento's principles of flexibility, extensibility and developer friendliness.

After launching BlueFoot to the Magento community at Imagine in Las Vegas in 2016, adoption accelerated rapidly. Within months, Adobe acquired the technology and transformed it into Magento Page Builder, today one of the flagship capabilities of Adobe Commerce.

Product Suite Highlights

Created the original BlueFoot CMS and Page Builder

Introduced drag-and-drop content management to Magento

Built around Magento core architecture principles

Launched publicly at Magento Imagine 2016

Acquired by Adobe later that same year

Became the foundation for Magento Page Builder

Helped establish Adobe Commerce as a leading experience platform

Empowered non-technical users to manage content visually

Changed Magento frontend development forever

The Journey

Projects & Milestones.

Explore our work across the partnership.

Solving Magento's c ontent problem

Magento had powerful commerce capabilities, but content management lagged behind. Merchants frequently relied on WordPress and plugin-heavy solutions that slowed development and limited flexibility. GENE built BlueFoot to bring modern content management directly into Magento.

Native CMS Experience

Reduced Complexity

Faster Content Creation

Building like the Magento core team

From day one, BlueFoot was designed to feel like a native part of Magento. Rather than creating another bolt-on extension, we aligned the architecture with Magento's principles of extensibility and flexibility. The result was a product developers genuinely enjoyed working with.

Extensible Architecture

Developer Friendly

Magento Native Design

Introducing drag-and-drop content management

BlueFoot made it possible for non-technical users to create rich pages visually, without relying on developers for every content update. This dramatically reduced lead times while giving merchants greater control over their customer experience.

Drag-and-Drop Editing

Merchant Empowerment

Faster Campaign Launches

Winning over the Magento ecosystem

BlueFoot quickly became one of the most widely adopted frontend tools in Magento. Agencies and developers embraced its flexibility and contributed to its growing ecosystem. Its popularity demonstrated the demand for a better content experience across Magento.

Ecosystem Adoption

Community Driven

Industry Recognition

Taking BlueFoot to Las Vegas

In 2016, GENE flew the team behind BlueFoot to Magento Imagine in Las Vegas to unveil the product to the global Magento community. The response confirmed that BlueFoot had the potential to reshape the platform.

Magento Imagine 2016

Global Launch

Community Showcase

Becoming Magento Page Builder

Only months after its launch, Adobe approached GENE to acquire BlueFoot. Rebranded as Magento Page Builder, the technology was integrated directly into Adobe Commerce and became one of the platform's showcase capabilities.

Adobe Acquisition

Foundation of Page Builder

Lasting Industry Impact

Changing Magento forever

Few products can claim to have altered the direction of an entire platform. BlueFoot is one of them. Today, millions of shoppers interact with experiences powered by technology that started life inside GENE, proof that great products don't just support ecosystems, they redefine them.

Industry Defining Innovation

Adobe Commerce Legacy

Built by GENE

The Journey

Projects & Milestones.

Explore our work across the partnership.

Solving Magento's c ontent problem

Native CMS Experience

Reduced Complexity

Faster Content Creation

Building like the Magento core team

Extensible Architecture

Developer Friendly

Magento Native Design

Introducing drag-and-drop content management

Drag-and-Drop Editing

Merchant Empowerment

Faster Campaign Launches

Winning over the Magento ecosystem

Ecosystem Adoption

Community Driven

Industry Recognition

Taking BlueFoot to Las Vegas

Magento Imagine 2016

Global Launch

Community Showcase

Becoming Magento Page Builder

Adobe Acquisition

Foundation of Page Builder

Lasting Industry Impact

Changing Magento forever

Industry Defining Innovation

Adobe Commerce Legacy

Built by GENE

Work With Us

We built a product so good, Adobe couldn't ignore it.

BlueFoot started with a simple belief: there had to be a better way. If you're building something ambitious, we'll help turn ideas into products that leave a lasting mark.

Let's build what's next

Work With Us

We built a product so good, Adobe couldn't ignore it.

BlueFoot started with a simple belief: there had to be a better way. If you're building something ambitious, we'll help turn ideas into products that leave a lasting mark.

Let's build what's next

Work With Us

We built a product so good, Adobe couldn't ignore it.

BlueFoot started with a simple belief: there had to be a better way. If you're building something ambitious, we'll help turn ideas into products that leave a lasting mark.