Pencil (now pen.dev): Product, team and how it was built

Solo founder · sold 5 months after launch

It launched in the month that AI models became good enough to write a whole app. It sold to people who cannot program, it charged from day one, and it was sold to a company that already had millions of customers.

Team of 2 to 10 · 11 months after launch, revenue falling

It took a narrower job than the general AI design tools, mobile apps only, for people who build apps without design skills. The three founders reused what they had learned from four earlier design tools, built it in three weeks, and showed finished designs on X before the launch. Each new Gemini model gave them a better result and a new demo to post.

Solo founder · 14 months after launch, revenue growing

The founder had made Roblox games for nine years, with 200 million visits on his own games, and his launch post on the official Roblox developer forum was read 112,656 times. He launched free, with 1 million tokens a month, and charged US$20 a month for heavy use. Then he added top-ups and a marketplace of tested systems that the AI installs, instead of writing every system from nothing.

Solo founder · 16 months after launch, revenue growing

The founder had sold this product by hand in his own agency, so he knew what agencies deliver: WordPress, a real page builder, and pages for each service and each town. The tool fills designer-made templates with AI text, so the output is consistent. It sells to agencies that build sites every month, which fits a monthly subscription, and it found them through his own posts and videos, with no ads.

Solo founder · 8 months after launch, revenue falling

The scroll effect looks like an expensive 3D site but needs no 3D engine, only video frames, so rented models can make it in minutes. Short Instagram videos show the effect better than any text, and the founder took payments from other countries from the first week through a payment company that also handles sales tax.

Solo founder · 20 months after launch, revenue falling

He solved a problem he had paid for himself and shipped the simplest version in about two weeks. Then he wrote useful Reddit posts with the product link in the middle and posted each one in many related subreddits. With 70 to 115 followers on X, he says this brought over 1 million views and about 20,000 signups by July 2025.

Solo founder · 37 months after launch, revenue growing

It launched the obvious application of a new model within weeks, with a pricing page on the first day. The founder built the parts around the model instead of a model, so every model upgrade improved the product for free. Then it moved from a consumer toy to business customers who stay.

Solo founder · 27 months after launch, revenue growing

Said US$245K a monthRecords US$263K MRRSaid less than the records

The founder took a twenty-year-old product category with no open-source entry and open-sourced all of it, which gave him millions of Docker downloads and 37,000 GitHub stars without a marketing budget. Revenue stayed small for a year. It multiplied when he turned the product toward people who automate their posting with n8n workflows and, from late 2025, with AI agents, which need an API-first scheduler and keep paying because they post without human effort.

Team of 2 to 10 · 42 months after launch, revenue falling

The plugin lives inside Obsidian's community plugin store, which the founder says gave it organic growth with no ads or paid creators: 300,000 downloads by the end of 2024, 1 million by February 2026 and 2 million by October 2026. The code is free, so there was nothing to sell until the company added a managed layer on top: hosted models, web search and tools that work without any setup. One-time lifetime plans, first Believer and then Supporter, brought large payments in single months. TrustMRR, reading the company's Stripe account, shows US$913,644 of revenue in total and US$17,899 of monthly recurring revenue from 1,356 subscriptions on 27 October 2026, after a fall of about 51% from the best month, February 2026.

Team of 2 to 10 · 2 months after launch, revenue growing

xAI released Grok Bot, a messaging app of AI agents, in beta on 11 August 2026. The two founders published their own open version about two hours later, under the name OpenGrokBot, and pitched it to people who wanted the same idea on Claude or Codex instead of Grok. Payment records show the first payment on 27 September 2026 and US$5,503 in the 30 days to 25 October 2026.

Started small, grew after funding · 26 months after launch, revenue growing

Three founders treated each app as an experiment in pricing and paywalls. Lessons from Pixi, the first app, went into Cue. The studio rents the models, does not train them, and spends its effort on design, data and paid user acquisition, which its founders call the three Ds.

Team of 2 to 10 · 8 months after launch, revenue growing

It entered a crowded category in March 2025 with paid advertising instead of a personal audience, and it treated the economics of each ad channel as the product to optimize. Cheaper attribution let it test low-cost traffic, and weekly advances on App Store payouts let it put each week's earnings back into ads within days instead of 45. Adapty, the company whose software runs the app's subscriptions, published the figures under its own name.

Solo founder · sold 5 months after launch

Its result is a before-and-after picture of the user's own face, which a short video shows in seconds. The founder chose TikTok as the channel before he built the app, then tripled revenue from almost the same installs by moving and testing the paywall with Adapty.

Team of 2 to 10 · 25 months after launch, revenue falling

Said US$90K a monthRecords US$61.9K in JuneDid not hold

A developer in Bangalore formed a company with an American YouTuber who already had an audience of people who want faceless channels, so customers paid from the first day. Affiliates receive 33% of every payment and brought about a tenth of all revenue, and Meta ads brought more. Nobody could use the product without paying, so no free user consumed paid AI models. Verified revenue reached about US$85,000 a month for six months, and then fell by half.