Wix co-founder Nadav Abrahami launches Dazl with $10M to reinvent app creation with AI

Nadav Abrahami, co-founder of Wix, is stepping away from the website-building giant to launch his next act: Dazl, an AI creation platform that wants to change how production-ready apps are built. The company came out of stealth today with a $10 million seed round led by 40RTY Fund, with participation from Wix and Abrahami himself.

Abrahami isn’t leaving alone. He’s bringing along several dozen former Wix employees to help lay the foundation for the new startup. TikTok’s former Global Head of Gaming, Assaf Sagy, has been tapped as CEO and co-founder, steering the company’s push into AI-powered app development.

From Wix to Dazl: How Nadav Abrahami and TikTok’s Gaming Chief’s AI Startup Aims to Fix Broken App Builders

The pitch behind Dazl is straightforward: today’s generative tools can churn out prototypes, but they rarely deliver apps that are ready to ship. Teams often end up stuck with half-finished products and endless rounds of prompt engineering. Dazl aims to close that gap by giving creators tools that interpret prompts more precisely, retain context, and deliver consistent results that don’t fall apart under production demands.

Abrahami frames it as a continuation of the shift Wix sparked years ago. “When Wix was founded, website builders already existed. They gave you something basic and functional, not something you were proud to call your own. Wix changed that by enabling people to create sites with beauty, personality, and creativity. With Dazl, we see the same turning point in software development,” he said.

The early team sees an opportunity to give makers the kind of expressive control that web design once unlocked for a new generation of entrepreneurs and small businesses.

“Every major shift in media has come when creators gained access to better tools — from mobile photo editing to short-form video to social creation,” said Sagy. “At TikTok, I saw firsthand how unlocking expressive creativity reshaped culture globally. With Dazl, we’re bringing that same leap to product making, giving creators the fidelity, creativity, and control to shape applications with AI.”

For investors, the bet is on experience as much as technology. “Having played a key role in building one of the most impactful platforms of the digital age, Nadav’s legacy with Wix is invaluable. Alongside Assaf, a seasoned leader in product innovation, this duo is poised to solve one of the most pressing issues in today’s product development through Dazl,” said Roy Saar, General Partner at 40RTY Fund, who backed Wix 18 years ago.

Dazl’s pitch isn’t about making toy apps faster. It’s about building production-grade software that reflects a creator’s intent without the grind of debugging half-finished AI output. Whether the company can live up to that promise will be the test — but with $10 million, a seasoned founding team, and a roster of Wix veterans, Abrahami has given himself plenty of runway to try.