Totally Rad
Totally Rad! Inc. is a bootstrapped boutique software company that develops photo editing tools — Pro Retouch 2.0, Replichrome, and PicTapGo — for professional and hobbyist photographers and social-media content creators, sold direct via website and mobile app stores.
- Company typePrivate
- Founded2007
- HeadquartersSan Juan Capistrano, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Totally Rad does
Totally Rad! Inc. is a privately held, bootstrapped boutique software company founded in 2007 by Doug Boutwell in San Juan Capistrano / Ladera Ranch, California, operating with 1-10 employees. The company develops image editing tools for creative photographers and serves two primary segments: professional photographers seeking fast, flexible retouching workflows, and hobbyist / social-media content creators seeking professional-quality results with simple, visual interfaces.
The product portfolio consists of three independent SKUs rather than a unified platform. Pro Retouch 2.0 is the flagship desktop photo retouching tool sold as a one-time perpetual license emphasizing speed and visual workflow. Replichrome is a desktop film emulation preset pack replicating classic analog film looks without requiring a darkroom. Pic·Tap·Go! is a mobile app available on Apple App Store and Google Play Store, offering stackable filters and adjustments targeted at Instagram and selfie content, monetized via subscription and in-app purchases with auto-renewal.
The business operates a product-led, direct-to-consumer go-to-market across its own website storefront, mobile app stores, and a commission-based affiliate program. Customer acquisition is supplemented by a RadNation email newsletter offering 15% off next purchase, plus an archive of press clippings from 2013-2015. Revenue streams are split across one-time desktop license sales, mobile app subscriptions and in-app purchases, and affiliate referral commissions — with no enterprise contracts, no external funding, and no disclosed pricing details beyond the mailing-list discount and mobile subscription auto-renewal terms.
Totally Rad firmographics
Firmographics- Name
- Totally Rad
- Legal name
- Totally Rad! Inc.
- Website
- https://gettotallyrad.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Totally Rad! Inc. is a bootstrapped boutique software company that develops photo editing tools — Pro Retouch 2.0, Replichrome, and PicTapGo — for professional and hobbyist photographers and social-media content creators, sold direct via website and mobile app stores.
- Ownership category
- akta.pro rank
Totally Rad industry classification
Industry- Product category
- Photo Editing Software
- NAICS
- Software Publishers (513210), Photographic Services (54192)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Photo/Video Editing Triage & Album/Project Structuring (HSAFAGAJ)
- akta.pro secondary industry
- Photo Library Organization & Curation (HSAFAGAA)
Keywords
Where Totally Rad is headquartered
LocationHeadquarters
- HQ city
- San Juan Capistrano
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Totally Rad business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Software Product Sales: Direct sales of photo editing software products (Pro Retouch 2.0, Replichrome) through the company website. One-time purchase model with perpetual license.
- Mobile App Subscriptions & In-app Purchases: PicTapGo mobile app available through Apple App Store and Google Play Store with subscription-based access and in-app purchases for additional features and filter packs.
- Affiliate Referrals: Affiliate program where partners earn commissions for referring customers. Tracking cookies and device identifiers used to assign sales commissions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | RadNation Membership - 15% off next order plus newsletter access |
| Subscription | Monthly | PicTapGo App with subscription and in-app purchase options |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Totally Rad product offering
Product offeringCore offering
Totally Rad develops and sells image editing software for creative photographers. Its product portfolio includes Pro Retouch 2.0, a desktop photo retouching application; Replichrome, a desktop film emulation preset suite; and Pic·Tap·Go!, a mobile photo editing app offering filters and adjustments. The company distributes through its own website and mobile app stores, serving both professional and hobbyist photographers.
Product overview
Totally Rad is a boutique software company offering three distinct photo editing products rather than a unified platform. Pro Retouch 2.0 is a professional retouching tool emphasizing speed and flexibility. Replichrome provides film emulation, allowing photographers to apply the look of classic analog films. Pic·Tap·Go! is a mobile app focused on stackable filters and adjustments for selfie and Instagram enhancement. These three products operate independently, serving different segments of the photography market from professional retouchers to hobbyist social media users.
Differentiator
Problem solved
Functional benefit
Brands
- Pro Retouch 2.0: Photo retouching software with speed and flexibility.
- Replichrome
- Pic·Tap·Go!
Products and services
- Pro Retouch 2.0 Desktop photo retouching software for creative photographers seeking a simple, visual alternative to complex traditional editing suites.
- Replichrome Desktop film emulation preset software that allows photographers to apply film-style looks to their images without darkroom access.
- Pic·Tap·Go! Mobile photo editing app providing stackable filters and adjustments for photographers editing on smartphones and tablets.
Companies that use Totally Rad
Customer profileSegments2 records
Ideal customer profiles2 records
Totally Rad technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Totally Rad partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
Totally Rad competitors and assessment
Company assessmentDirect peers
- VSCO: VSCO is a subscription-based mobile photo and video editor with a strong filter/preset library and creator community. Closest direct competitor to PicTapGo in the mobile, social-photography segment.
- Affinity Photo (Serif): Affinity Photo is a one-time-purchase professional photo editor positioned as an Adobe alternative. Comparable perpetual-license model and professional/hobbyist target buyer as Pro Retouch 2.0.
- ON1 Photo: ON1 Photo RAW is a desktop photo editor with presets, effects, and AI masking aimed at enthusiast and professional photographers, sold as a perpetual license plus subscription options. Comparable business model and target buyer to Pro Retouch 2.0.
- Topaz Labs: Topaz Labs builds AI-based photo and video enhancement tools (DeNoise, Sharpen, Gigapixel) sold as standalone desktop plugins to professional and enthusiast photographers — directly competing with Pro Retouch 2.0 for the post-processing workflow.
- Mastin Labs: Mastin Labs sells film emulation presets for Lightroom and Capture One, replicating iconic film stocks for wedding and portrait photographers. Effectively the closest single-product competitor to Totally Rad's Replichrome line.
- Skylum (Luminar Neo): Skylum's Luminar Neo is an AI-powered photo editing suite targeting creative photographers with one-time and subscription tiers. Highly comparable product category (desktop + AI-assisted retouching) and overlapping customer base with Pro Retouch 2.0.
- Snapseed (Google): Snapseed is a free mobile photo editor owned by Google, offering stackable filters and adjustment tools. Direct functional overlap with PicTapGo's mobile stackable-filter proposition.
- DxO (Nik Collection): DxO's Nik Collection is a suite of photo editing plugins (Analog Efex film emulation, Color Efex, Silver Efex) sold to creative photographers. Closely comparable to Replichrome's film-emulation focus and Pro Retouch's plugin-style positioning.
Broad incumbents
- Adobe (Photoshop / Lightroom): Adobe is the dominant incumbent in professional photo editing via Photoshop and Lightroom (desktop, mobile, cloud). Totally Rad's products are positioned within and around the Adobe workflow, making it the most consequential broad incumbent.
Emerging players
- Pixelmator (Acquired by Apple): Pixelmator offers Mac/iOS photo editing apps with a one-time-purchase model aimed at creative users. Comparable target audience and indie-software positioning, with deeper Apple ecosystem distribution post-acquisition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Totally Rad financial estimates
Financial estimateRevenue estimate
Valuation estimate
Totally Rad leadership team
Management profileNumber of profiles
Profiles2 records
Totally Rad funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Totally Rad 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 Totally Rad
What does Totally Rad do?
Totally Rad develops and sells image editing software for creative photographers. Its product portfolio includes Pro Retouch 2.0, a desktop photo retouching application; Replichrome, a desktop film emulation preset suite; and Pic·Tap·Go!, a mobile photo editing app offering filters and adjustments. The company distributes through its own website and mobile app stores, serving both professional and hobbyist photographers.
Is Totally Rad a public or private company?
Totally Rad is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Totally Rad founded?
Totally Rad was founded in 2007. It employs 1 to 10 people.
Where is Totally Rad based?
Totally Rad is headquartered in San Juan Capistrano, United States, in the North America region.
How does Totally Rad make money?
Three revenue lines are on record. Software Product Sales are the primary driver. The others are mobile App Subscriptions & In-app Purchases and affiliate Referrals.
Who are Totally Rad's main competitors?
Direct peers on record are VSCO, Affinity Photo (Serif), ON1 Photo, Topaz Labs, Mastin Labs, Skylum (Luminar Neo), Snapseed (Google) and DxO (Nik Collection). Adobe (Photoshop / Lightroom) is listed as a broad incumbent. Pixelmator (Acquired by Apple) is listed as an emerging player.
Does Totally Rad have an API?
No public API is recorded for Totally Rad.
What industry is Totally Rad in?
Totally Rad's product category is Photo Editing Software. Its primary akta.pro industry code is HSAFAGAJ, Photo/Video Editing Triage & Album/Project Structuring, with a secondary code of HSAFAGAA, Photo Library Organization & Curation. Its NAICS code is 513210 and its SIC code is 7330.