“I remember we were building a micro-app like that and it took at least a month, now it takes 3 minutes.” I messaged a colleague after trying out Lovable and sharing what I (it?) made.
“It’s truly shocking” he responded.
Using Lovable for the first time was like taking my first Waymo ride. At first, it was mind-blowing (I had no idea this was possible!) and then unremarkable (yep, that v1 works like a v1, as if I handed it to an engineer).
Vibe-coding is one of the trending topics in tech. Investors, founders and non-technical people showed off their vibe-coded creations. A fellow non-technical muggle at my co-working space told me he cancelled his Spanish-learning subscription because he’d built his own learning app in 10 minutes.
I, too, realized the upside of finally building my own apps and made the following:
Just kidding, but vibe-coding put Stockholm-based Lovable in the spotlight. Europe’s fastest-growing startup. It reached $75m ARR in 7 months (and adds millions more each week). And it’s doing all that with only about 35 people. Founder Anton Osika made the podcast rounds proclaiming a bold mission: Lovable is building the last piece of software.
With an estimated global SaaS spend of $300-$400B, building the software that can build all other software begs a question: How much should the last piece of software cost? What price is right for the tool that builds any other tool? How do you monetize something so monumental?
To figure this out, I spoke with Lovable’s Head of Growth
. What follows is a mix of insights from my own research and my interview with her.
There’s enough analysis of Lovable’s growth out there, but I wanted to dive into Lovable’s pricing and monetization, evaluate what it gets right, what could be improved and what they might want in the future.
... continue reading