Wayfront Rebrands, Doubles Down on Productized Agency Services
RIGA, Latvia – February 16, 2026 – Service Provider Pro (SPP.co) has officially rebranded as Wayfront, signaling a strategic commitment to serving the growing market of productized agencies. The client portal platform, used by thousands of digital agencies worldwide, will operate under the new name effective immediately. The company reports that all workspaces, pricing, and integrations will remain unchanged.
The Rise of Productized Agencies
More agencies are shifting away from custom-scoped engagements in favor of productized services – defined deliverables, fixed pricing, and repeatable processes. This model allows agencies to scale more efficiently by focusing on process improvement rather than simply adding headcount. Wayfront is positioning itself as the central platform for agencies embracing this approach.
Addressing the Tool Sprawl
Traditionally, agencies utilizing productized services have struggled with fragmented toolsets. Many rely on a combination of CRMs (like HubSpot), project management tools (like Asana), helpdesks (like Zendesk), and payment processors (like Stripe), often connected through automation platforms like Zapier. This “tool sprawl” can be time-consuming and inefficient.
Wayfront: An All-in-One Solution
Wayfront aims to solve this problem by offering a unified platform that encompasses checkout, onboarding, project management, helpdesk functionality, CRM capabilities, and client reporting. According to the company, a client can purchase a service, and the platform automatically triggers intake forms, creates projects with assigned tasks and deadlines, and provides a dedicated client portal for communication and file sharing.
What This Means for Existing Customers
The rebrand to Wayfront does not impact existing customers. Workspaces and pricing will remain consistent. Customers with an spp.co workspace are encouraged to link their own domain, such as clients.youragency.com, which remains a free option. The company continues to release updates on a monthly basis, with a growing focus on incorporating artificial intelligence.
A History of Growth
Founded in 2016, Wayfront (formerly SPP.co) has facilitated over $500 million in productized services sold by its agency clients, spanning areas like SEO, content marketing, link building, web development, video editing, and social media management. The platform integrates with popular tools including Stripe, PayPal, Zapier, Agency Analytics, and Google Sheets, among others. Wayfront is a bootstrapped, profitable, and remote-first company.
“We’ve watched agencies travel from two people using us for checkout to 20-person teams running their entire operation on the platform. The name needed to match where customers have taken the product,” said Chris Willow, founder of Wayfront.
Learn more about Wayfront at wayfront.com.