The Icon Set
The Icon Set, operated by Traction Keys SRL in Bucharest, sells a Figma-native icon library of 5,200+ icons in 5 styles to UI/UX designers, freelancers, and small design teams worldwide via one-time perpetual licenses through self-serve checkout.
- Company typePrivate
- Founded2022
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What The Icon Set does
The Icon Set is a digital product business that sells a Figma-native icon library to UI/UX designers, freelance designers, agencies, and design teams worldwide. The catalog comprises more than 5,200 icons rendered in five styles (Line, Light, Duotone, Duocolor, Solid) and organized into 16 categories, delivered as Figma files built with variables and components so that icons can be reused across design system projects, plus an SVG/PNG Christmas icon pack for seasonal use. The product is sold on a one-time perpetual license model at three tiers: a free tier with 520+ icons, an individual license at $39, and a team license at $99 for up to 5 users, with no subscription required after purchase.
The business operates as a self-serve, product-led growth motion: customers discover the product through organic SEO on theiconset.com, the Figma Community platform, and content/email marketing, then transact directly via Lemon Squeezy checkout, with promotional discount codes driving seasonal campaigns such as Black Friday (60% off) and summer sales (25% off). The company is owned and operated by Traction Keys SRL, a Romanian private limited company registered in Bucharest in 2022, and is co-developed with Uinkits Systems, which brands the icons ('Icons by Uinkits'). The Icon Set sits within a broader Traction Keys partner ecosystem that includes Sunrise Geek, DocStrat, and Fantographie Studio. There is no disclosed external funding, no published revenue, and no public leadership roster, indicating a bootstrapped, founder-operated structure.
The Icon Set firmographics
Firmographics- Name
- The Icon Set
- Legal name
- Traction Keys SRL
- Website
- https://theiconset.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Icon Set, operated by Traction Keys SRL in Bucharest, sells a Figma-native icon library of 5,200+ icons in 5 styles to UI/UX designers, freelancers, and small design teams worldwide via one-time perpetual licenses through self-serve checkout.
- Ownership category
- akta.pro rank
Where The Icon Set is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Icon Set business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- One-time License Sales: Customers pay a one-time fee for lifetime access to the icon library including all future updates. Three tiers: Free (520 icons), Individual ($39), and Team ($99 for 5 users). No recurring subscription required after purchase.
- Freemium Model: Free version with 520+ icons serves as lead generation for paid tiers. Free users can upgrade to premium for unlimited access to 5,200+ icons.
- Team/Enterprise Licensing: Team license for 5 users at $99 and enterprise options for more users, allowing broader organizational access to icon libraries.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | UI ICONS Free - 520+ free icons for unlimited projects |
| One time/ perpetual license | Pay-as-you-go | UI ICONS Individual - Full access to 5,200+ icons |
| One time/ perpetual license | Pay-as-you-go | UI ICONS Team - 5 users with full icon library access |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
The Icon Set product offering
Product offeringCore offering
The Icon Set sells a Figma-native icon library of 5,200+ SVG icons delivered in 5 styles (Line, Light, Duotone, Duocolor, Solid) and 16 categories, built with Figma variables and components for design-system reuse. The product is offered as a freemium download (520+ free icons) plus paid one-time perpetual licenses for individuals ($39) and teams of up to 5 users ($99), with a seasonal Christmas-themed icon pack as an additional offering.
Product overview
The Icon Set is a single unified product—a comprehensive Figma icon library—offered in three tiers: a Free version with 520+ icons, a standard version (UI ICONS) with 5,200+ icons in 5 styles, and a Team version for collaborative use. All icons are designed as Figma-native files with variables and components. A seasonal Christmas Icon Pack provides themed variations. The products are sold as one-time purchases with a one-user license (Free), individual license (UI ICONS at $39), and team license for up to 5 users (UI ICONS Team at $99).
Differentiator
Problem solved
Functional benefit
Brands
- UI Icons: Premium icon set product with 5,200+ icons in 5 styles for Figma
- UI Icons Free
- Christmas Icon Pack
Products and services
- UI ICONS
Quantifiable outcome
- Icons adopted by 100+ top tier brands across various industries
- +2 more outcomes
Companies that use The Icon Set
Customer profileSegments3 records
Ideal customer profiles2 records
The Icon Set technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
The Icon Set partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- Traction Keys SRLcoreParent company that owns and operates The Icon Set. Traction Keys SRL is registered in Bucharest, Romania (J40/17044/2022) and is also developing other projects including The Daily Innovation. They provide the operational infrastructure and intellectual property ownership for The Icon Set.
- Uinkits SystemscoreStrategic partner in the development of The Icon Set. Uinkits Systems is also involved in the overall product development and branding. The icon pack is branded as 'Icons by Uinkits' and Uinkits Systems is listed as a key collaborator.
- Lemon SqueezycorePayment processing and digital delivery platform used for all transactions. Handles secure checkout, SSL encryption (128-bit), and digital product delivery. Supports discount code functionality for promotional sales.
- Traction KeyscoreSister company and part of the Traction Keys ecosystem. Listed as a partner alongside other projects like Sunrise Geek, DocStrat, and Fantographie Studio.
- Sunrise GeekminorPart of the partner ecosystem/network alongside Traction Keys, DocStrat, and Fantographie Studio. Listed in the partners section of the website.
- DocStratminorPart of the partner ecosystem/network alongside Traction Keys, Sunrise Geek, and Fantographie Studio. Listed in the partners section of the website.
- Fantographie StudiominorPart of the partner ecosystem/network alongside Traction Keys, Sunrise Geek, and DocStrat. Listed in the partners section of the website.
Scale indicators7 records
Recent moves6 records
Expansion highlights4 records
The Icon Set competitors and assessment
Company assessmentDirect peers
- Streamline: Streamline produces large multi-style icon families designed for design systems and product UI. It is comparable to The Icon Set on library scale, multi-style delivery, and team licensing for design organisations.
- Iconfinder: Iconfinder runs an icon marketplace serving designers and developers with paid and free icon packs. It is a direct competitor to The Icon Set in the online retail of curated icon libraries for commercial UI/UX projects.
- Noun Project: Noun Project operates a marketplace for icons and stock imagery with both free attribution-based and paid royalty-free licensing. It competes directly with The Icon Set for designers seeking icon assets for UI, presentations, and product design.
- Iconscout: Iconscout operates a marketplace and subscription platform for icons, illustrations, and other design assets. It directly competes with The Icon Set by selling downloadable icon libraries to UI/UX designers and design teams through similar self-serve digital channels.
- Icons8: Icons8 offers icon libraries, illustrations, photos, and design tools (e.g., Lunacy) for designers. It is a direct competitor to The Icon Set, with similar multi-style icon packs and tiered individual/team licensing.
- Flaticon: Flaticon, by Freepik, is one of the largest icon and sticker marketplaces with freemium and premium tiers. It overlaps with The Icon Set across icon styles, categories, and the freemium-to-paid conversion model for designers.
Emerging players
- Heroicons: Heroicons is a free icon library built by the Tailwind CSS team, offering outline and solid styles for UI design. It is an emerging free competitor that competes with The Icon Set for individual UI/UX designers in the Tailwind/Figma ecosystem.
- Phosphor Icons: Phosphor is a flexible icon family offering multiple weights (thin, light, regular, bold, fill, duotone) as a free, open-source library. It is comparable to The Icon Set on multi-style icon delivery and competes primarily on price (free) and design flexibility.
- Tabler Icons: Tabler Icons is a free, open-source icon set with 5,000+ SVG icons used by developers and designers. It overlaps with The Icon Set on library scale and SVG delivery, and pressures paid pricing with a strong free alternative.
Broad incumbents
- Font Awesome: Font Awesome is one of the most widely adopted icon font/toolkit libraries, available in free and pro tiers. It competes with The Icon Set as an incumbent, broader-scope icon solution for web and product designers and developers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Icon Set financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Icon Set leadership team
Management profileNumber of profiles
The Icon Set funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Icon Set M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Icon Set
What does The Icon Set do?
The Icon Set sells a Figma-native icon library of 5,200+ SVG icons delivered in 5 styles (Line, Light, Duotone, Duocolor, Solid) and 16 categories, built with Figma variables and components for design-system reuse. The product is offered as a freemium download (520+ free icons) plus paid one-time perpetual licenses for individuals ($39) and teams of up to 5 users ($99), with a seasonal Christmas-themed icon pack as an additional offering.
Is The Icon Set a public or private company?
The Icon Set is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Icon Set founded?
The Icon Set was founded in 2022. It employs 1 to 10 people.
Where is The Icon Set based?
The Icon Set is headquartered in London, United Kingdom, in the Europe region.
How does The Icon Set make money?
Three revenue lines are on record. One-time License Sales are the primary driver. The others are freemium Model and team/Enterprise Licensing.
Who are The Icon Set's main competitors?
Direct peers on record are Streamline, Iconfinder, Noun Project, Iconscout, Icons8 and Flaticon. Emerging players are Heroicons, Phosphor Icons and Tabler Icons. Font Awesome is listed as a broad incumbent.
Does The Icon Set have an API?
No public API is recorded for The Icon Set.