UpHex: white-label ad software for HighLevel agencies at $190K a month

UpHex sells white-label ad campaign software to marketing agencies, especially HighLevel agencies, and reached founder-reported revenue of $190K a month in a September 2023 Starter Story interview.

How it started

In his September 2023 founder interview, Sam Carlson said UpHex began in March 2020 after years spent building expertise in Facebook advertising. Carlson started a social media marketing agency in 2015 that generated leads for local businesses, including chiropractors, acupuncturists and chronic-pain specialists.

The agency grew, but Carlson found that launching, optimizing and maintaining paid campaigns required substantial knowledge and experience. In 2018, Facebook’s business department published a case study covering the agency’s marketing campaigns and the strategy behind them.

That case study attracted attention from a software development company also called UpHex. The company was working to aggregate performance data across advertising platforms but needed help understanding those platforms like a media buyer. After the founders collaborated and funding for the software company’s original product dried up, Carlson and Jacob acquired the company in 2020.

They used their own marketing agency as the proving ground for an automated media-buying product, then took the concept to agency owners operating in other niches. Development was funded from profits earned by the marketing agency. The founder did not provide an exact starting cost.

What it sells and how it charges

On its official website, fetched on 2026-09-30, UpHex describes itself as white-label ad campaign software for HighLevel agencies. The platform gives agencies a library of Facebook and Google campaigns that can be customized under the agency’s brand.

An agency can review historical ad spend, leads generated and cost per lead before selecting a campaign. Templates can then be adapted for a client’s brand, market, budget and creative. Clients receive a simplified launch experience, select an approved campaign, add their business details and launch through the agency’s system.

Campaign leads flow to the relevant HighLevel sub-account with the appropriate tags. The agency’s existing pipelines, calendars, automations and follow-up processes then handle the next steps. Clients experience the agency’s system rather than a separate UpHex brand.

The pricing page, fetched on 2026-09-30, lists the following subscriptions:

Plan	Stated price	Stated limit and additions
Starter	$97/month	Up to 3 ad accounts; the full ad library, reusable templates, AI help for ad writing, centralized client management, 3-click campaign launch and HighLevel plugin
Growth	$297/month	Up to 10 ad accounts; everything in Starter, plus ad-spend rebilling, EZ Suite, Ads Advisor, priority support and unlimited future UpHex updates
Unlimited	$497/month	Up to 50 clients included, $20/month per additional client and future UpHex updates

UpHex states that every plan includes a free trial and that customers can cancel anytime. It also says agencies can switch plans as their client roster changes. The website cautions that historical campaign performance does not guarantee future results.

How it got its first customers and what kept growth going

After proving the product inside its own agency, UpHex presented it to other agency owners. The initial launch created awareness and some product validation, but the founder said trial conversion was poor: only 10 customers were retained.

The team identified several likely obstacles. Agencies might struggle to connect their accounts intuitively or bring existing ads into the platform. Some users might also lack enough Facebook Ads experience to recognize value beyond launching an advertisement more quickly.

UpHex responded by adding a template library, improving the user experience and simplifying onboarding. The changes were designed to help a user launch a campaign during the first visit. Over the next 8 months, the service slowly reached 25 active users.

After further user-interface and feature changes, the team relaunched. “That launch took us from 25 to over 100 in two weeks,” Carlson said. According to the founder, those users remained, and UpHex continued growing month over month. His account emphasizes continued product improvement and attention to users rather than identifying one repeatable acquisition channel.

The numbers

Measure	Reported figure	Date and basis
Revenue	$190K a month	Founder-reported in the Starter Story interview dated 2023-09-02
Founders	3	Reported at the September 2023 interview
Employees	4	Reported at the September 2023 interview
Local businesses reached	Over 15,000	Founder’s statement in the September 2023 interview
Start date	March 2020	Reported in the founder interview
Development funding	Marketing-agency profits; no exact amount disclosed	Reported in the founder interview

UpHex was based in Meridian, ID, USA, at the time of the interview. The $190K monthly figure is a historical, founder-reported number from September 2023. The interview does not establish that it represents later or current revenue.

How it compares

According to 1M.chat's analysis, UpHex’s reported $190K a month in September 2023 was about 5 times the $40K monthly median for Software & SaaS businesses in the same category.

That comparison comes from a dataset of 1,997 businesses with founder-reported revenue in Starter Story interviews from 2015 through 2026. It is a self-selected sample of founders who chose to be interviewed, not a random sample of all businesses. Within the Software & SaaS category, 354 businesses had founder-reported revenue in the analysis.

The same category comparison also reported:

A 35% share of Software & SaaS businesses at $1M a year or more.
A median of 4.0 employees. UpHex separately reported 4 employees at its September 2023 interview.
A 45% share of category businesses started by one founder. UpHex had 3 founders at the time of its interview.

The dataset’s broader dataset contained 244 businesses with growth-channel information. Within that subset, the leading channels were organic social media at 55%, SEO and organic search at 54%, word of mouth and referrals at 31%, and paid ads at 31%. The UpHex interview does not identify those channels as the cause of its growth; its account instead centers on product changes, onboarding and the relaunch.

The revenue comparison also mixes reporting periods: the UpHex figure comes from September 2023, while the category dataset spans 2015 through 2026. It therefore provides a scale comparison for the dated UpHex report, not a statement about present-day performance.

What a founder can take from it

If you are considering a service-to-software move, start with a repeated operational problem you understand directly. UpHex began with the difficulty its founders faced in launching and maintaining campaigns for clients.
If trial conversion is weak, diagnose the workflow before pursuing more awareness. UpHex changed its templates, interface and onboarding after retaining only 10 customers, then spent 8 months reaching 25 active users.
If you relaunch, separate the product fixes from the promotional event. The move from 25 to more than 100 users followed changes to the user experience and onboarding; the interview does not establish that the relaunch alone caused the increase.
If you offer a white-label product, define what the agency controls and what the client sees. UpHex’s model places campaign selection, branding and client management under the agency’s identity while connecting the launch to HighLevel.
Keep revenue claims tied to their date and basis. UpHex’s $190K monthly figure is useful as a September 2023 founder report, but it should not be reused as a current or independently verified revenue figure.

Sources

Revenue, team and start-cost figures are what the founder reported at the interview date, not current figures and not a prediction of what you will earn. Product and pricing facts come from the business's own website as checked on 30 September 2026. Method & sources · Disclosure