How Distribute built a complex editor and scaled faster with Flexum

Distribute is an AI-powered platform that helps go-to-market teams close deals faster

Founder Andrew Mewborn envisioned a mid-funnel operating system — a place for sales teams to store, share, and present all buyer-facing materials after the first call, reducing follow-up time and shortening sales cycles.
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At the heart of this vision was the document editor — not just a text field, but a powerful, collaborative environment where sales teams could create and organize content in a way that looked polished and professional for buyers. Building such an editor is one of the most technically challenging parts of modern web applications, and it’s an area where Flexum specializes.
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Watch Andrew Mewborn, Founder of Distribute, share his experience working with Flexum:

The challenge

Andrew had already seen success building top-of-funnel tools at a previous company. His next mission: reinvent the mid-funnel experience.

The problem?

Custom editor development is “hard as hell”. As Andrew puts it:

"A lot of engineers won’t even touch editors because they know how hard it is… It’s like a spider web on the back end — you’re constantly managing"

Andrew Mewborn

Founder, Distribute

The editor needed to handle complex formatting, media embedding, and component interoperability — all while feeling as smooth and intuitive as consumer-grade software. Distribute needed a partner who could master this complexity and integrate it seamlessly into a broader product.

The Flexum solution

Flexum brought deep expertise in custom editing technology — from underlying data structures and synchronization logic to front-end rendering and UI performance optimization.

We focused on two goals from day one:

Speed to market – shipping features quickly so Distribute could start learning from real customers.
Technical sustainability – ensuring the editor and supporting systems would remain clean, scalable, and easy to extend

"You guys have a good mix of making sure we can still build fast, but we’re not just making a bunch of slop we’ll regret later"

Andrew Mewborn

Founder, Distribute

This balance let Distribute launch quickly, keep iterating, and maintain a solid foundation for growth.

Business impact

Faster time-to-market

Even with evolving product requirements in the early stages

A polished, stable editor

The core of Distribute’s value proposition

Multi-year collaboration

Flexum supporting both the core editor and other product components

Predictable engagement model

Giving Distribute clarity and stability in planning development resources

"Flexum’s been very good at making sure it’s fast, it’s speedy, everything works correctly"

Andrew Mewborn

Founder, Distribute

Explore Distribute’s editor features

To see how all these engineering efforts come together, check out the full feature set we built into Distribute’s platform:

Advanced editor foundations

Powered by Tiptap, the editor offers smooth, intuitive page design, handling everything from layout to media with ease

Flexible page layouts

Drag-and-drop blocks, multicolumn layouts, and slash commands (Notion-style shortcuts) give users powerful control and speed

Rich content tools

Media embedding, tables, to-do and toggle lists, and collapsible sections — all designed to help teams create engaging, dynamic pages

AI-powered writing assistant

Built with GPT-4, this feature helps users kickstart drafts, improve tone, adapt messaging, and summarize lengthy content

“We’ve decreased the time it takes to get lead magnets out from 2 weeks to 20 minutes with Distribute”

Lee Hacohen

VP Sales

Conclusion

Today, Distribute continues to evolve its mid-funnel operating system with Flexum’s engineering expertise. The collaboration demonstrates that the right technical partner can turn even the most complex product components — like a fully custom editor — into a launchpad for rapid growth.

How Distribute built a complex editor and scaled faster with Flexum

Distribute is an AI-powered platform that helps go-to-market teams close deals faster

The challenge

The Flexum solution

Business impact

Faster time-to-market

A polished, stable editor

Multi-year collaboration

Predictable engagement model

Explore Distribute’s editor features

Advanced editor foundations

Flexible page layouts

Rich content tools

AI-powered writing assistant

Conclusion

Ready to turn complex tech into a competitive advantage?

Let’s build together!