Wisdom automates the revenue cycle for dental practices: insurance verification, claims submission, and billing. In January 2024 they were a young company incubated by Juxtapose, the New York venture studio, and they needed their first real website: credible enough for dental groups, built around a pricing calculator, and connected to their CRM.
The build had a second audience nobody wrote down: Juxtapose itself. A venture studio that churns out companies watches how its partners deliver.
The original build
We designed and built the site in Figma and Webflow in about two months, from contract in late January 2024 to launch in March. The homepage was in development within two weeks. The build included a custom pricing calculator with client-defined formula logic, a Copper CRM integration wired to the site's forms, and a one-hour handover training with recordings so Wisdom's team could run content themselves.
The retainer
Within months, Wisdom moved onto a monthly retainer that has run continuously since August 2024, scaling from a small hourly package to recurring 40-hour blocks with rollover. The work reads like an in-house web team's backlog: a gated content and lead-capture system feeding the CRM, HubSpot forms and a HubSpot scheduler replacing Calendly, dynamic referral and partner pages with a CSV-driven CMS import pipeline, case-study PDF flipbooks, new service pages designed and built, and a steady stream of same-week fixes.
One highlight: when an accessibility crawl flagged missing image alt text across the site, we fixed it programmatically through the Webflow API with AI-written descriptions, patched, published, and verified in under 24 hours of receiving access.
The venture pipeline
The Wisdom build turned into a relationship with the whole Juxtapose family. The studio's design leads came back three times: Bluebird Kids Health, a pediatric healthcare platform that became its own multi-year engagement; Protocol Behavioral Health, designed and built in about two weeks from a teaser deck, with our team proposing the full content structure; and Aperture, the studio's next venture. In Juxtapose's own words when commissioning the third: "hopefully this should be pretty straightforward since you've done so many of these sites for our team in the past!"
The Results
| Metric | Result | Context |
|---|---|---|
| Live in ~2 months | from contract, with the homepage in development within two weeks. | |
| A 2.5-year relationship | : continuous paid retainer since August 2024, scaled from a starter package to recurring 40-hour blocks. | |
| 4 sites across the Juxtapose venture family | , with the fastest designed and built in about two weeks. | |
| Under 24 hours | to remediate site-wide image alt text through the Webflow API with AI-written descriptions, verified live. | |
| Custom systems, not just pages | pricing calculator, CRM integrations, gated content, CSV-driven partner CMS. |
“I want to thank you for our wonderful partnership, Miroslav! I'm sure we'll work together in the future.”
Kateryna Romanova
Associate Director, Juxtapose
Services we delivered
- Web Design: original site design, service pages, landing page templates, ongoing design updates
- Webflow Development: full build with custom pricing calculator, dynamic pages, partner CMS with CSV imports, PDF flipbooks
- CRM Integrations: Copper at launch, then HubSpot forms and scheduler across the funnel
- SEO Support: indexing triage, link-building budget management, awards modules with SEO-driven linking
- Accessibility: API-automated alt-text remediation with AI-written descriptions, live-verified
- Ongoing Retainer: monthly hour packages with rollover since August 2024, single point-of-contact PM model
