Blaxel builds the cloud infrastructure AI agents run on, including sandboxes, storage, agent hosting, and networking. Its product had grown well past sandboxes, but the market and AI answer engines still filed Blaxel under a crowded sandbox category. In March 2026, Blaxel brought in Maximize to rebuild its positioning, website, lifecycle email, and AI search visibility. Six months in, the same work also had to support the public announcement of Blaxel's acquisition by Baseten on September 10, 2026, with a new brand and site going live the same day.
Challenge
Blaxel's messaging tied the company to sandboxes, while the product now covered the full runtime for agents. In ChatGPT and Google AI Overviews, Blaxel sat in a second tier of citations alongside Podflare, Runloop, and InstaVM, while E2B, Modal, and Daytona were cited together as the default answers. ChatGPT visibility slipped through June, and after Google's May 2026 core update, Blaxel's mention rate for "best sandbox for AI agents" in AI Overviews fell from 79% to 36%. The product funnel had its own gaps. PostHog lost user identity between the marketing site and the app, which broke signup funnels, and only 19% of signups went on to create a sandbox.
Solution
Maximize interviewed Blaxel's founders and customers, including Vybe and Webflow, and delivered a brand messaging platform that positioned Blaxel as the infrastructure layer for autonomous agents. Maximize also wrote the website IA and copy deck, and design partner PrettyClever built the new brand and site on top of it.
On AI search, GrowthX led the GEO strategy and content. Maximize handled tracking and measurement: it set up prompt tracking in Profound and in GrowthX's CheckThat tracker, defined a North Star prompt ("best infrastructure for running AI agents"), supplied comparison briefs to GrowthX, and built an off-site citation target list. Maximize also reviewed GrowthX's strategy with the Blaxel team and helped steer it where needed.
On the product side, Maximize fixed PostHog's cross-subdomain tracking, built PLG funnel dashboards, and shipped behaviorally triggered lifecycle emails in PostHog. For the Baseten announcement, Maximize wrote the blog post, About page, sales deck copy, and social launch kit. Maximize's content team ran founder posts on LinkedIn and X and customer stories with Sapiom, Ara, and Webflow.
Results
The acquisition announcement and new marketing site drove a 1.7x increase in signups per day. The new brand and website launched the same day, 80 days after the June 22 design kickoff, and Axios covered the deal.
In AI search, Maximize's June 4 Profound vs. CheckThat readout, which tracked the GEO program GrowthX led, showed overall visibility up 4.57 on Profound and 1.1 on CheckThat week over week. "Sandbox provider with better support" rose from 5% to 33% on CheckThat, "how to handle cold starts for AI agents" went from 0 to 27%, and "best sandbox for Claude Agent SDK in production" went from 4% to 10% on Profound. In August, Blaxel made LLM visibility its primary KPI and citation share its secondary KPI.
Blaxel now runs on positioning built for agent infrastructure, a tracked prompt set with a North Star metric, lifecycle emails triggered by product behavior, and a signup funnel it can measure from site visit to first workload.
“Maximize helped us clarify our positioning from the ground up, turning a complex set of infra products into a narrative that resonated with developers, customers, and investors alike. Their work gave us the brand and foundation we needed to launch with total confidence.” – Nico Lecomte, Co-Founder, Blaxel
