On the mind.

In 2016, two guys started a company called White Rabbit Group, focused on serving the creative studios and marketing agencies of the world. Our goal was to ensure everyone on our team was a 100% full-time, in-house employee, with a strong focus on delivering web and mobile apps from the engineering side. A group of coders with a mission to serve and help non-technical people navigate the black box of the coding world.

Fast forward to 2025, and this year, the same group of people (now including multiple partners and stockholders) are starting two new companies. We’ve previously formed a new company called The Labs, and its primary mission is to build new ideas and digital products. From The Labs, we’re taking two of those ideas public.

Before I dive deeper though — White Rabbit Group isn’t going anywhere. I’m still the CEO and will remain in this seat; I’m just shifting more of my time toward future projects. Operationally, White Rabbit Group is a solid company and remains priority #1 above everything else. So, to be clear, White Rabbit Group is not going anywhere and will continue to grow and thrive!

That said, it was time for a change. For now, we don’t even have official brand names for these two companies and for the context of this newsletter, I’ll use the placeholder names RedPill and Accessibility Service Company.

RedPill

RedPill is the internal name for this product, and we’ll come up with a better name as we bring it to market. It’s a project management tool built specifically for service companies, with a heavy focus on simple project financials. We’ve been working on RedPill for over a year and launched it to our entire team last year. There’s more to share, but for now, here’s a sneak peek… Agency owners, get prepared to sleep better at night knowing your team is in control of running profitable projects.

Accessibility Service Company

Running a digital service company is something we’re good at. We’re taking one of our current service offerings and building a brand around it. But we’re not stopping there, the goal is to create a team of true experts in the space.

Here’s a quick intro: web accessibility is the act of ensuring websites are compliant and accessible to people with disabilities. For example, a blind person can’t see images, so they rely on text readers to describe the content of a webpage. It’s up to developers, content writers, and designers to make the web accessible for everyone and it’s a service offering we will take directly to middle market companies. I’m especially excited about this company because:

1. It’s a niche we’re really good at and I see a big market opportunity.

2. We’ll be improving the internet for people with disabilities.

3. We have a goal to employ a percentage of disabled people within the company we build… very excited and passionate about this bullet point!

We believe we can grow this company to surpass current White Rabbit Group within three years.

So that’s it for now — I’m sharing all of this as an introduction for those of you following along and to set the stage for what’s ahead this year. These projects are top of mind for me right now, so I’ll likely sprinkle in updates about them from time to time. Stay tuned!

Note to Self: One day, we plan to start another niche service company. The vision is to build many service companies on top of the project management tool we’re creating (RedPill). I think for the next service company we launch, I want to publicly document the entire process for the world to watch. Record videos and share everything step by step on how to build a service company from scratch.

Weekly moments.

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Thanks for following along!

The Weekly is a newsletter that goes out each week written by Greg Bellinger, currently building and CEO of White Rabbit Group and The Labs.

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