Lovable
Lovable is a Stockholm-based AI application builder founded in 2023 that lets non-technical users generate, deploy, and host full-stack web apps from natural-language prompts. It serves consumers, SMBs, and more than half of the Fortune 500 via a freemium PLG model plus enterprise contracts.
- Company typePrivate
- Founded2023
- HeadquartersStockholm, Sweden
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingSoftware
What Lovable does
Lovable (Lovable Labs Inc.) is a Stockholm-headquartered AI software company founded in late 2023 by Anton Osika and Fabian Hedin that operates an AI-powered application builder — commonly referred to as a "vibe coding" platform — which converts natural-language prompts, screenshots, and voice input into deployed full-stack web applications and websites. The platform is built on a TypeScript/React/Tailwind/Vite/shadcn/ui front-end stack with Supabase for backend services and Stripe for billing, and it orchestrates third-party foundation models from Anthropic (Claude) and Google (Gemini) via Vertex AI rather than training proprietary models. It offers an enterprise tier with SSO, Wiz-integrated security, and Google Cloud Marketplace procurement, alongside a templates marketplace, a Lovable Experts partner network, and integrations with Slack, Atlassian Confluence, Databricks, Semrush, LinkedIn Connected Apps, and others.
Lovable makes money through a layered SaaS model: a freemium web tier positioned as marketing infrastructure, paid subscriptions starting at approximately $21/month on the web and $9.99-$79.99/month on the iOS/Android mobile apps launched in April 2026, usage-based top-up credits sold alongside subscriptions to capture bursty usage, and quote-based multi-year enterprise contracts. Its go-to-market combines product-led growth (no paid acquisition, double-digit freemium conversion) with a developing enterprise motion covering more than half of the Fortune 500 and a community/partner channel (Discord, Reddit, YouTube, X, LinkedIn, She Builds hackathon, Lovable Experts agencies). As of June 2026 the company reported $500M ARR, 8M users, 25M+ projects created, 1M new projects per week, and 600M monthly visits to Lovable-built apps, with roughly 200 employees and a target of approximately 400 by year-end.
Lovable firmographics
Firmographics- Name
- Lovable
- Legal name
- Lovable Labs Inc.
- Website
- https://lovable.dev
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Lovable is a Stockholm-based AI application builder founded in 2023 that lets non-technical users generate, deploy, and host full-stack web apps from natural-language prompts. It serves consumers, SMBs, and more than half of the Fortune 500 via a freemium PLG model plus enterprise contracts.
- Ownership category
- akta.pro rank
Lovable industry classification
Industry- Product category
- AI App Builder / Vibe Coding Platform
- NAICS
- Software Publishers (5132), Computer Systems Design and Related Services (54151), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)
- akta.pro primary industry
- Cloud-Native Development (Containers, Kubernetes, Microservices) (BPAEACAD)
Keywords
Where Lovable is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices3 records
Markets served
Lovable business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- Subscription tiers: Recurring SaaS subscriptions with multiple tiers (mobile app plans ranging $9.99 to $79.99/month per 9to5mac). Treated as living pricing iterated roughly 10x per year, with paid plans positioned above a free tier; per-seat pricing was removed to favor collaboration.
- Freemium: Generous free tier treated as growth infrastructure (marketing budget, not a cost center); reportedly drove double-digit conversion rates and 40-50% partnership conversion.
- Usage-based top-up credits: Consumption-based credit top-ups sold alongside subscriptions for users with irregular or bursty usage; introduced to increase overall revenue without cannibalizing subscription revenue.
- Enterprise contracts: Enterprise agreements with Fortune 500 customers (Zendesk, Klarna, Uber, Deutsche Telekom, HubSpot, Microsoft, Spotify employees) including governance, security, and SSO/SCIM features; pricing negotiated based on scale and integration depth.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free / Starter tier plus paid subscriptions on web |
| Subscription | Monthly | Mobile subscription plans $9.99–$79.99/month |
| Usage-based | Pay-as-you-go | Usage-based top-up credits alongside subscriptions |
| Other | Multi-year contract | Enterprise plans (quote-based) |
Go-to-market motion5 records
Distribution channels7 records
Lovable product offering
Product offeringCore offering
Lovable operates an AI-powered vibe coding platform that converts natural-language prompts (plus screenshots, docs, and voice) into full-stack web applications in real time, with iterative chat refinement and one-click deployment to managed Lovable Cloud hosting. The platform is extended to mobile (iOS/Android), offered as an enterprise tier with governance and security integrations, and supported by a templates marketplace and an MCP server for third-party agent integrations.
Product overview
Lovable operates a single unified AI app builder platform (the Lovable Web Platform) supported by a Templates Marketplace, a Mobile App (iOS and Android), an Enterprise tier, and developer-facing infrastructure such as an MCP Server. The core web platform enables non-technical users to generate full-stack applications via natural-language prompts; the Mobile App extends the same capability to voice/text input with asynchronous cross-device workflows; the Templates Marketplace provides remixable starting points; and the Enterprise tier adds collaboration, governance, security (Wiz integration), and procurement channels through Google Cloud Marketplace and the Gemini Enterprise Agent Gallery.
Differentiator
Problem solved
Functional benefit
Brands
- Lovable: AI-powered app builder / vibe-coding platform that enables non-technical users to create apps and websites through natural-language prompts
Products and services
- Lovable Web Platform AI-powered vibe coding platform that enables non-technical users to create full-stack web applications and websites through natural-language prompts, with iterative chat refinement and one-click deployment to managed Lovable Cloud hosting.
- Lovable Mobile App (iOS & Android) iOS and Android extension of the Lovable web platform that lets users initiate, monitor, and refine software projects via voice or text prompts with cross-device continuity and asynchronous build processing.
- Lovable Templates Marketplace Curated catalog of production-ready AI-built templates organized by category (websites, apps, blogs, ecommerce, events, landing pages, SaaS, internal tools, resume) that users can remix as starting points for new projects.
- Lovable Enterprise Enterprise tier offering collaboration, governance, software integration features, security controls, SSO, and procurement through Google Cloud Marketplace and the Gemini Enterprise Agent Gallery for large organizations such as Zendesk, McKinsey, Klarna, Deutsche Telekom, Uber, and HubSpot.
- Lovable MCP Server Model Context Protocol server that exposes Lovable's vibe-coding capabilities to external tools and AI agents, enabling integration with partners such as Atlassian Confluence (Rovo), Slack (Agent Kit), and Vercel.
Quantifiable outcome
- Reached $100M ARR in eight months of launch; $400M ARR in roughly one year; $500M ARR by June 2026
- +4 more outcomes
Companies that use Lovable
Customer profileNamed customers10 records
Ideal customer profiles3 records
Lovable technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration18 records
AI capability12 records
Feature6 records
Lovable partnerships and signals
Strategic signalScale indicators8 records
Recent moves9 records
Expansion highlights8 records
Lovable competitors and assessment
Company assessmentDirect peers
- v0 by Vercel: v0 is Vercel's AI tool that generates React/Next.js UI and full-stack apps from natural-language prompts with one-click deployment — the closest direct competitor to Lovable's vibe-coding platform, serving the same designer/founder segment.
- Bolt.new by StackBlitz: Bolt.new is StackBlitz's browser-based AI agent that builds and deploys full-stack web apps from natural-language prompts, directly competing with Lovable on prompt-to-app velocity for non-technical and solo developers.
- Replit Agent: Replit's AI Agent builds, deploys, and iterates full applications from natural language inside the Replit IDE with integrated hosting — overlapping with Lovable's full-stack vibe-coding pitch while adding IDE-style power-user features.
- Base44: Base44 is an AI app builder that lets non-technical users create and deploy full-stack web apps via natural-language prompts, with a $20/month entry tier comparable to Lovable's freemium-plus-paid model.
- Create.xyz: Create.xyz is a vibe-coding platform that generates deployable web applications from text prompts, competing head-to-head with Lovable for non-technical founders and small teams building internal tools and websites.
- Cursor (Anysphere): Cursor is an AI-native code editor that competes with Lovable in the broader AI software-building category — targeted more at professional developers than non-technical users, but rapidly expanding into app-generation workflows that overlap with vibe-coding.
Emerging players
- Emergent: Emergent is an early-stage AI app builder focused on turning natural-language prompts into deployable web applications, with partial overlap to Lovable's prompt-to-full-stack-app positioning but a smaller user base and traction footprint.
Broad incumbents
- GitHub Copilot: GitHub Copilot is Microsoft's AI coding assistant integrated across the developer workflow; it doesn't focus on non-technical builders but competes for the same enterprise AI-coding budget and Microsoft has overlapping enterprise distribution advantages.
- Microsoft Power Apps / Copilot Studio: Microsoft's Power Apps with Copilot Studio enables natural-language app building inside the Microsoft 365 ecosystem — a broad incumbent in low-code/AI app building that overlaps with Lovable's enterprise internal-tools use case and benefits from entrenched enterprise distribution.
- Google Gemini Enterprise: Google's Gemini Enterprise includes the Agent Gallery where Lovable is also listed — making Google simultaneously a key infrastructure partner and a broad incumbent that bundles AI app-building into its enterprise cloud offering and competes for the same Fortune 500 wallet share.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat8 records
Key risks5 records
Key highlights7 records
Customer concentration
Lovable social profiles
Digital presenceLovable financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lovable leadership team
Management profileNumber of profiles
Profiles5 records
Lovable subsidiaries and ownership
Company hierarchySubsidiaries1 record
Lovable funding detail
Funding detailFunding overview
Funding rounds5 records
Investors36 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lovable M&A and investment
M&A and investmentM&A4 records
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lovable
What does Lovable do?
Lovable operates an AI-powered vibe coding platform that converts natural-language prompts (plus screenshots, docs, and voice) into full-stack web applications in real time, with iterative chat refinement and one-click deployment to managed Lovable Cloud hosting. The platform is extended to mobile (iOS/Android), offered as an enterprise tier with governance and security integrations, and supported by a templates marketplace and an MCP server for third-party agent integrations.
Is Lovable a public or private company?
Lovable is a private company. It is classified as venture growth investor backed and is currently operating.
When was Lovable founded?
Lovable was founded in 2023. It employs 1,001 to 5,000 people.
Where is Lovable based?
Lovable is headquartered in Stockholm, Sweden, in the Europe region.
How does Lovable make money?
Four revenue lines are on record. Subscription tiers are the primary driver. The others are freemium, usage-based top-up credits and enterprise contracts.
Who are Lovable's main competitors?
Direct peers on record are v0 by Vercel, Bolt.new by StackBlitz, Replit Agent, Base44, Create.xyz and Cursor (Anysphere). Emergent is listed as an emerging player. Broad incumbents are GitHub Copilot, Microsoft Power Apps / Copilot Studio and Google Gemini Enterprise.
Does Lovable have an API?
Yes. Lovable provides an MCP (Model Context Protocol) server listed under its documentation (docs.lovable.dev/mcp) allowing external tools and agents to integrate with the platform, alongside public-facing integration connectors. The platform also offers a public API endpoint ecosystem for third-party tools such as Slack and Vercel via "Add to Slack" style integrations, plus a Databricks connector, and integrations surfaced through Google Cloud Marketplace and Gemini Enterprise Agent Gallery for enterprise procurement. Developer documentation is at docs.lovable.dev/integrations/introduction.
What industry is Lovable in?
Lovable's product category is AI App Builder / Vibe Coding Platform. Its primary akta.pro industry code is BPAEACAD, Cloud-Native Development (Containers, Kubernetes, Microservices). Its NAICS code is 5132 and its SIC code is 7372.