The strategy

Better crm software.
For less.

Most software companies think that's impossible. We've been doing it for eight years. Turns out you just have to stay small, stay profitable, and ignore everyone who tells you to raise money.

19,000+ teams agree.

Learn more Explore the platform

The question

AI has sped up engineering 10×.
Why isn't software 10× more affordable?

One engineer with AI is now orders of magnitude more productive.

Infrastructure costs have fallen every year for a decade.

Free, open-source tools exist for every part of the technology stack.

By every rational measure, software should be more affordable than ever. Instead, your bill goes up every quarter.

Why?

The answer

The business model is broken.

Every software company has the same problem: the math only works if they grow fast. Fast growth needs venture capital. Venture capital needs returns. Returns come from raising prices and expanding into bigger contracts.

The customer pays the cost.

Growth at all costs. Literally.

These are the cumulative operating losses of major software companies. Every dollar came from customer subscriptions or venture capital that has to be repaid with growth — which means higher prices.

AsanaAsana12 years operating
-$850M
HubSpotHubSpot18 years operating
-$754M
AirtableAirtable13 years operating
-$750M
NotionNotion9 years operating
-$343M
monday.commonday.com10 years operating
-$280M
ClickUpClickUp8 years operating
-$200M

Combined losses

-$3,177,000,000

That's how much of your monthly subscription was needed to keep five companies afloat. And they're still not profitable.

Every new customer starts at a loss.

+$700 $0 -$1,600

Finally signed up a customer.

Total cost to acquire this customer: $2,000 ("the hole").

Finally broke even on my customer — after 14 months.

Month 0Month 12Month 24

To fund the hole, software companies raise venture capital.

The investors expect 20× returns in 7 years.

That means constant price increases, aggressive sales tactics, and a product roadmap dictated by upmarket expansion — not customer needs.

The more they grow, the deeper the hole.

100

1 month

-$200K

6 months

-$1M

12 months

-$2M

24 months

-$5M

The hole isn't a one-time problem. It's the operating model.

So they raise prices. Add features you didn't ask for. Sunset your plan. Send sales reps into your inbox. Bury the cancellation flow.

Every month is a new tactic to extract more from you.

Where the money
actually goes.

Of every dollar you pay a software company, only 18 cents reaches the product team. The rest funds sales, marketing, offices, executives, and investor returns. You're not paying for software. You're paying for the machine that sells it.

Typical software company cost breakdown

Product dev & infrastructure

42%
22%
18%
10%
8%
Sales & marketing
42%
General & admin
22%
Product development & infrastructure
18%
Office & overhead
10%
Executive
8%

Based on public 10-K filings of major software companies. We'll update with verified figures before launch.

The alternative

We said no.

  • No investors.
  • No board.
  • No sales team.
  • No marketing department.
  • No office.
  • No per-seat pricing.
  • No tracking pixels.
  • No AI slop.
  • No quarterly earnings.
  • No growth-at-all-costs.
  • No exit strategy.
  • No bullshit.

So where does the money go?

Of every dollar you pay Blue, 82 cents goes straight back into the product.
Not a Superbowl ad. Not a conference booth. Not a billboard you'll never see.

Blue's cost breakdown

Product dev & infrastructure

82%
10%
Product development & infrastructure
82%
Admin & fees
4%
Support
2%
General & admin
2%
Profit(yes, we make money)
10%

So here's what it costs you.

One-time payment. No per-user fees. 30-day money-back guarantee.
Simple, honest business — the way it should be.

Starter

$99

one-time

5 users, 5 workspaces, 10GB storage. For freelancers and small teams.

Most Popular

Growth

$299

one-time

30 users, 25 workspaces, 100GB storage. For growing teams.

Scale

$999

one-time

150 users, 100 workspaces, 500GB storage. For large organizations.

Optional Pro add-on

Enterprise-level features on any plan.

Record-level permissions, larger limits, audit logs, scheduled and conditional automations, full white-label, compliance addenda, and more.

$500/year
See full pricing

Trusted by 19,000+ organizations worldwide.

The promise

As Blue grows, the price
comes down.

Every software company has a business model that forces prices up. Ours runs on a ~10% margin — enough to stay independent, nothing more. Every efficiency gain, every infrastructure saving, every new customer feeds back into the product. Lower prices. Higher limits. More features.

Industry

Prices go up.

Every quarter. Every renewal. Every contract cycle. Growth targets demand it.

Prices come down.

Our margin is capped at ~10%. Everything above that flows back to you — as lower prices, higher limits, or new features.

We keep 10%. Everything else goes back into the product.