Figma Make vs standalone app builders
Eric Simons, CEO of Bolt, on consumer vs. B2B vibe coding
This puts standalone AI app builders into a brutal bundle fight, because Figma can treat prototyping as a feature while others need it to be the whole product. Figma Make launched in May 2025 as a prompt to app tool for designers and product teams, and Figma now includes Make across its seat plans. That matters because design teams already live in Figma, so a lightweight prototype no longer requires buying, approving, or learning a separate tool.
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The pressure is strongest on products whose output is mostly disposable demo code. In the current AI coding workflow, tools like Bolt and Lovable are often the first step, then users export to GitHub or move into Cursor or Codeium for real editing. If the first step is all a product owns, switching costs stay close to zero.
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Figma has real distribution leverage here. Its paid seat model already spreads new products across existing design budgets, and Figma Make sits beside the same files, prototypes, and design systems teams already use. That is very different from asking a company to adopt a separate app builder from scratch.
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Bolt’s answer is to move downstream from mockups into software that can plug into live workflows. Bolt has added GitHub sync, Figma import, deployment, and integrations like Supabase, Stripe, and Pica, which pushes it closer to building usable apps instead of one off demos. That is where B2B retention starts to improve.
The next phase is a split market. Bundled tools like Figma Make will absorb a large share of casual team prototyping, while independent players will need to win on production handoff, integrations, and enterprise workflows. The durable companies will be the ones whose output becomes part of a shipping product, not just part of a planning meeting.