Скачать или смотреть The Profitable Future of Building (and Belonging)

In 48 hours, I experienced how a fast-growing tech company turns an idea into a movement. Here we break down why and how they did it.


See What’s Shifting


Lovable (https://lovable.dev/) is expanding faster than most startups. To understand this, and for a crash course in vibe coding, I spent time with the company.


During the recent SheBuilds (https://shebuilds.lovable.app/) hackathon, the company invited women from around the world to turn ideas into functioning apps that were live prototypes built in 48 hours.


Lovable acknowledges that women start fewer apps than men - including on their platform, despite the barriers to building decreasing. The invitation involved access to the platform, the tools, and a global community.


Led by Elena Verna (Head of Growth), and Whitney Menarcheck (Community Team), the virtual event attracted around 200 participants across continents, selected from 3,000 applicants. From the start, a strong culture formed - it was global, generous, and fast-moving.


Every participant received unlimited Lovable credits and direct access to the dev team. Real-time support and collaboration was held on Discord (https://discord.com/) (although the video function was unreliable, with poor audio and inconsistent settings). Expert product sessions anchored the experience.


In less than two days, apps were built. And a movement was born.





Setting the Context


Lovable is recognised as one of the world’s fastest-growing startups (https://techcrunch.com/2025/09/17/lov...) in 2025, holding the record as the fastest software startup to reach US$100 million in annual recurring revenue (ARR). This was achieved in eight months (https://www.eu-startups.com/2025/07/s...) .


This growth outpaces OpenAI (https://chatgpt.com/) and Perplexity (https://www.perplexity.ai/) and makes Lovable a standout in both global and European tech ecosystems.


Inside Lovable


Founded: Late 2023, Stockholm, Sweden, by Anton Osika and Fabian Hedin. It originated from GPT Engineer, an open-source project that showed how AI could convert natural language prompts into functioning code and software.


Product: An AI-powered no-code platform that lets anyone - from solo founders to large teams - build full-stack applications without writing code. Users describe ideas in plain language (or voice), and the platform outputs ready-to-launch software.


Business Model: A freemium structure with paid tiers, strong community support, and rapid iteration have driven exponential adoption. By early 2025, Lovable had millions of users, nearly 200,000 paying subscribers, and had closed one of Europe’s largest Series A rounds - US$200 million at a US$1.8 billion valuation.


Mission: To democratise software development by making it accessible to everyone, bridging the global gap between ideas and the technical ability to build them.


Lovable’s combination of rapid user and revenue growth, product-led innovation, and massive engagement has broken gowth records.


Why Lovable Matters


Lovable’s approach shows what happens when friction is removed.


There is no need to know how to code. There are no gatekeepers. There is no waiting for permission.


Growth comes from enabling creators. The powerful reframe is inclusion as design rather than declaration.





Designing to Include. Growing a Market.


Exclusionary systems restrict participation through selective processes and rigid criteria, often resulting in lost innovation and limited engagement. Conversely, inclusionary systems are intentionally designed for universal access and active input - unlocking a broader range of talent, creativity, and positive outcomes.


As noted by Culture Amp (https://www.cultureamp.com/blog/inclu...) and Inclusive Economy (https://inclusiveeconomy.us/toolkit/w...) , inclusive design in workplaces and digital environments directly correlates with higher engagement, retention, and innovation. Research published in ScienceDirect (https://www.sciencedirect.com/science...) and examples from Skillstx (https://skillstx.com/from-exclusion-t...) and Culture Monkey (https://www.culturemonkey.io/employee...) show that businesses embedding inclusion in product or hiring design outperform those relying on legacy gatekeeping. The table below draws on this research base.


In today’s creator economy and tech ecosystem, inclusion-by-design (https://pageoneformula.com/inclusive-...) is proving far more powerful than exclusionary legacy models. In particular, there’s a rebalancing of who gets to participate and who can b...