Brease: Born at WebSummit, Returning to Its Roots
Two years ago at WebSummit in Lisbon, the team identified a recurring problem through conversations across booths and product demos. Content management had not meaningfully evolved in years. AI adoption was accelerating, but most CMS platforms remained heavy, slow, and difficult to use.
Clients struggled to update content, and the team repeatedly stepped in to provide support. Website updates remained complex regardless of the tools or workflows used. During the conference, the initial concept for Brease took shape.
Brease was designed to bring structure back to content management, rather than forcing teams to work around rigid systems. The goal was to make content editing feel clear and effortless, allow teams to create new pages without developer involvement, and enable AI to support writing, structuring, and building content in a natural way.
That idea became Brease.
More information about the platform is available at brease.io.
Returning to Where the Idea Was Born
This year we returned to WebSummit, but not as attendees.
Brease was selected for the WebSummit Startup Programme, which gave us a presence in the Alpha area and the chance to show the product to founders, marketers and investors from around the world.
It felt like a full circle moment.
The idea that started here had become something real, shaped by client needs, by countless iterations, and by the very problems that inspired us to create it.
Conversations That Shaped the Next Chapter
Throughout the event we met teams from many different industries.
Each conversation opened a new perspective on where Brease could go next.
Some wanted to use Brease for complete website redesigns.
Some needed it for internal portals that required easier content updates.
Some simply wanted to escape CMS systems that felt like a puzzle with too many pieces.
One theme stood out.
A number of teams asked if they could integrate Brease Intelligence into their existing CMS platforms.
They did not want to move their full system.
They wanted the AI powered content layer.
This gave us a new direction to explore.
Brease can be more than a CMS.
It can become an intelligence layer that works inside other platforms, helping teams update, restructure and generate content more easily no matter what system they use.
Where Brease Is Today
Brease began as a simple idea: make content editing feel effortless.
Today it has grown into a working platform guided by these principles:
- Editing should feel clear and light
- New pages should not require development
- AI should understand the site’s design system
- The CMS should adapt to the structure of the site
- Teams should work independently without technical barriers
- Developers should focus on real product work, not support tickets
Brease is built for marketing teams, content teams, and any organisation that wants to manage its site without friction.
Onboarding the First Wave
One of the strongest outcomes of WebSummit was the interest from teams who asked to join early.
We are onboarding the first group through our Whitelist Programme, where they will be able to try Brease directly, share feedback and help shape what comes next.
Their input will play a significant role in refining the editor, expanding the AI capabilities, and shaping how the platform integrates with other systems.
What Comes Next
WebSummit served as both a product milestone and a validation moment. The energy in Lisbon, the conversations, and the curiosity around content editing confirmed that teams are ready for something simpler, faster, and more intuitive.
Brease remains early in development, but its roadmap is shaped by direct feedback and real-world use cases rather than assumptions. The next chapter focuses on building with clarity and intention, listening closely to teams using the product, and expanding the intelligence layer that resonated so strongly.
A deeper overview of the platform is available at brease.io.
