Durable has built doola’s Formation API into its product. A business owner using Durable to build a website can now form their US company in the same place, instead of being handed off to a separate incorporation site.
Durable is the first marquee website builder to embed doola’s Formation API, following other major partnerships with Ramp, Whop, Naïve, HelloGov and Incorpify.
The partner is not a small surface. Over 3 million business owners have used the platform and more than 10 million websites have been built on it, with a 4.8 rating on Trustpilot. The company was founded in 2022 by James Clift and has raised over $20 million, including a $14 million Series A led by Spark Capital in December 2023.
A Website in 30 Seconds, a Company in Three Weeks
Durable’s promise on its homepage is a working site in 30 seconds. The people taking it up are plumbers, cleaners, trainers, groomers, caterers, consultants. Service businesses, mostly in the US, often one person deep, and frequently pre-revenue.
A large share of them have no entity behind the site they just launched. They have a brand, a booking page, and a phone number, but no LLC, no EIN, and nothing to open a business bank account with.
The gap is hard to miss. The website takes half a minute. Starting the business behind it means finding a filing service, waiting on the state, chasing an EIN, appointing a registered agent, and finding an address that is not the founder’s apartment.
Formation as a Module
In March 2026, Durable announced its expansion from website builder to an end-to-end AI business platform, with SEO, agents, CRM, payments and social generated from a single prompt.
Formation is the next module in that sequence, and the first one Durable did not build itself.
Durable wraps doola’s Partner API into its own tooling. Each formation includes:
- The state business filing
- Articles of organization
- An EIN
- A registered agent for the first year
- A business address
doola’s Formation API supports LLCs and C Corporations across all 50 states. Inside Durable, the flow is scoped to US LLCs, which is the entity type its service-business audience actually files.
Why Durable Chose doola
The formation was greenfield for Durable. The decision was less about switching costs and more about what kind of relationship it wanted.
Ownership was another key factor. Formation, registered agent, tax and bookkeeping are run by doola’s in-house teams rather than white-labeled from a third party. That matters after the filing, not during it.
The owner who forms an LLC in October has an annual report, a registered agent renewal, a first tax filing and a set of books waiting, and those all sit with the same provider.
What a Durable User Gets
A user building a site on Durable sees formation as a step inside the product they are already in. They give the business name, the state, and the ownership details, and Durable submits the filing through doola.
There is no second account to create, no separate vendor to evaluate, and no point where the flow hands them to a different brand and asks them to start over.
A Fourth Category for Embedded Formation
Durable is the fourth kind of platform to put doola formation inside its own product, and each one serves a different user:
- Ramp covers fintech, for venture-backed startups incorporating as C Corps.
- Whop covers marketplaces, for creators and merchants forming LLCs.
- Naïve covers AI agents, where the entity is formed by software rather than by a founder clicking through a flow.
- HelloGov covers someone renewing a passport or working through a visa application and is trying to run a business that legally needs to sit inside a US entity.
- Incorpify covers founders managing their business across the US, the GCC, and Europe.
- Durable covers website builders, where the owner is a service business that started with a site and needs a company behind it.
Four business models, four audiences, one backend.
For platforms weighing whether to embed formation, Durable is the useful proof point, because it is the first one where the value moves in both directions.
Embedding formation did not just add a module to Durable’s product. It also put Durable in front of every company doola forms.
The Company Layer Belongs Inside the Tools Founders Already Use
The pattern doola keeps running into is that nobody wakes up wanting to incorporate. They want to take bookings, accept payments, get found in search, open a bank account. The entity is the thing standing between them and all of it.
“The website is usually the first thing a service business builds, and the company behind it is usually the last. Durable closes that gap by putting doola’s Formation API in the same place people already go to get online.”
– Arjun Mahadevan, CEO & Founder, doola
Every integration so far has moved formation closer to where that intent already lives. Ramp put it next to the corporate card. Whop put it next to the storefront. Naïve put it inside the agent.
Durable puts it next to the website, which for a service business is usually the very first thing they build.
Want to add company formation to your platform? Talk to the doola team →
