Bubble vs Custom Software: The Stage-Appropriate Choice
The right tool depends on where you are. Here's how to know when Bubble is enough — and when it's time for custom.
This comparison isn't about which is "better." Bubble and custom software serve different stages of a company's lifecycle. The goal is to help you identify which stage you're in and act accordingly.
We recommend Bubble to pre-PMF startups all the time. We also rebuild Bubble apps for post-PMF startups regularly. Both recommendations are honest.
When Bubble Is the Right Call
Bubble excels in a specific and valuable stage of company growth. Don't skip it if you're in this stage.
Pre-Product-Market Fit
You're still figuring out what to build. Speed of iteration matters more than performance or scale.
Non-Technical Founder
You can build and iterate without a developer. That independence is worth the trade-offs.
Budget Under $25K
If you can't afford custom development, Bubble lets you build something real for $50-350/month.
Internal Tools Only
If only your team uses it and you have under 50 users, Bubble's limitations rarely matter.
When Custom Software Becomes Necessary
There's usually a clear inflection point. You'll know it when you hit it.
Post-PMF Scaling
You've proven the model and need to scale users, features, and performance simultaneously.
Raising Series A+
Investors will ask about tech stack. "Bubble" isn't the answer they're looking for.
Performance-Sensitive Product
Slow pages lose users. If speed matters to your conversion rate, Bubble is a liability.
SEO-Dependent Growth
Organic search requires fast, properly-rendered pages. Bubble's client-side rendering hurts rankings.
The True Cost Comparison
Year 1: Bubble wins on cost. You can run a production MVP for under $5,000/year. Custom development costs $25,000-60,000 upfront.
Year 2: Costs converge. Bubble's usage-based pricing grows as your app scales. You might be spending $6,000-15,000/year on Bubble. Custom software hosting stays at $1,200-3,600/year.
Year 3+: Custom software wins decisively. You own the asset. No per-user fees, no WU charges, no surprise pricing changes. The Bubble bill just keeps growing.
The Hidden Cost: Opportunity Cost
The biggest cost of staying on Bubble too long isn't the monthly bill — it's the features you can't build, the performance improvements you can't make, and the integrations you can't implement because the platform won't let you.
Every month you spend working around Bubble's limitations is a month you're not building the product your users actually need. That opportunity cost compounds.
The Decision Framework
Ask yourself three questions: (1) Have I found product-market fit? If no, stay on Bubble. (2) Am I losing users or revenue due to platform limitations? If yes, rebuild. (3) Can I afford $25K+ for custom development? If no, keep optimizing Bubble until you can.
If you answered yes to all three, the decision is clear. The longer you wait, the more expensive the eventual migration becomes — because you'll keep building more in Bubble that needs to be rebuilt.
Bubble vs Custom Software
| Feature | Bubble | Custom Software |
|---|---|---|
| Time to first version | 2-8 weeks (no-code) | 6-12 weeks (with code) |
| Year 1 total cost | $2,000-5,000 | $26,000-63,000 |
| Year 3 total cost | $10,000-45,000+ | $29,000-67,000 |
| Page load speed | 3-6 seconds | Under 2 seconds |
| Code ownership | None | Full (your repository) |
| SEO capability | Limited | Full server-side rendering |
| Mobile apps | Webview only | Native or React Native |
| Scalability ceiling | ~10,000 users comfortably | Limited only by infrastructure budget |
| Team hiring | Few Bubble specialists available | Large talent pool (React, Node.js, etc.) |
Frequently Asked Questions
Should I start with Bubble or custom?
When exactly should I switch from Bubble to custom?
Is it wasteful to build in Bubble then rebuild?
Can I use Bubble for some things and custom for others?
Need Help Deciding?
Book a free consultation. We'll look at your Bubble app, your growth trajectory, and give you an honest recommendation — even if that recommendation is to stay on Bubble.