Durable pricing (2026)

Last updated October 2026

Durable has carved out a distinctive position among AI website builders by promising a fully functional business website in under a minute. For solopreneurs, freelancers, and local service businesses, that speed is compelling. But the pricing structure behind it deserves careful examination, particularly once you move beyond the free tier and start weighing what you get against alternatives like Framer, Wix, and Squarespace.

This guide breaks down every Durable plan, highlights the costs that are not immediately obvious, and helps you decide whether Durable is the right investment for your business. If you are weighing Durable against specific competitors, our Durable vs Wix and Durable vs Squarespace comparisons go deeper on those matchups, while our full Durable review covers the platform's strengths and limitations beyond pricing alone.

Durable pricing overview

How Durable structures its plans

Durable offers a free tier and two core paid plans, Starter and Business, with annual billing discounts of roughly 20 percent. There is also a higher-tier plan (sometimes labelled Scale or Mogul, depending on the period) aimed at agencies and multi-site operators, though for the vast majority of users the decision comes down to Starter versus Business. All plans include the AI website generator, a built-in CRM, and invoicing tools, but the limits on contacts, AI-generated images, and team seats differ substantially between tiers.

Monthly versus annual billing. Annual billing brings meaningful savings. The Starter plan drops from approximately $15 per month to around $12 per month when paid annually, while the Business plan falls from $25 per month to roughly $20 per month. If you are confident in committing for a year, that discount is worth capturing early. Monthly billing is available on every paid tier if you prefer flexibility, though the premium for that flexibility runs to around 20 to 25 percent over the annual rate.

No long-term contracts. Durable does not lock you into multi-year agreements. You can cancel at any time, though refund policies on annual plans are limited, so it is worth trialling the platform on a monthly basis before committing to a yearly subscription if you are uncertain.

What all plans share

Every Durable plan, including the free tier, gives you access to the core AI website generator. You describe your business in a few sentences, and Durable produces a complete site with pages, copy, and images within seconds. The CRM and invoicing tools are present across all tiers as well, though with different capacity limits. SSL certificates, mobile-responsive design, and basic contact forms are standard everywhere.

The free tier: what you get and where it falls short

A preview, not a launchable product

Durable's free tier lets you generate a full website using AI and publish it on a Durable subdomain (yourname.durable.site). You can experiment with the AI generation, edit copy and images, and explore the CRM and invoicing tools at a basic level. For testing whether the platform suits your workflow, this is a useful exercise.

Subdomain-only hosting. The most significant limitation is that your site lives on Durable's subdomain, not your own domain. For any business that wants to appear credible to potential customers, a subdomain address is a serious drawback. Search engines treat subdomains differently from root domains, and customers browsing for a local plumber or accountant may not take a durable.site address seriously. The free tier is best understood as an extended trial rather than a permanent home for your website.

Contact and content caps. The free plan restricts you to a small number of CRM contacts (around 10) and limits AI image generations and blog posts. If you are exploring Durable to see whether its AI output matches your expectations, the free tier serves that purpose well. If you intend to operate a live business website, you will need to upgrade.

Who the free tier suits

The free plan is ideal for anyone who wants to evaluate Durable's AI generation quality before spending anything. If you run a local service business and want to see what Durable produces for your industry, you can sign up, generate a site, and assess the results without entering payment details. The transition to a paid plan is seamless once you are satisfied.

Starter plan: the entry point for live websites

Pricing and core value

The Starter plan costs $15 per month on monthly billing and approximately $12 per month when billed annually. For that price, you receive a custom domain (Durable includes a free domain worth up to $20 in its first year), unlimited pages, website analytics, and SEO tools. This is the plan most solopreneurs and small service businesses will start with, and it covers the essentials for getting a professional site live.

What Starter includes

Custom domain and hosting. Your site moves from a Durable subdomain to your own domain, which is the single most important upgrade from the free tier. Hosting, SSL, and bandwidth are included with no additional charges for traffic volume.

AI website generation and editing. You retain full access to the AI website builder, along with the ability to edit pages, swap images, and adjust copy. Starter includes around 50 AI image generations, which is enough for an initial site build and occasional refreshes. A stock image library is also available for supplementing AI-generated visuals.

CRM and contact management. The Starter CRM supports up to 100 contacts. For a solopreneur or small practice, that ceiling may be adequate in the early months, but businesses with an active client base will find themselves pushing against it relatively quickly.

Basic invoicing. Invoicing is available on Starter, though with fewer features and lower limits than the Business tier. For sending the occasional invoice, it is functional. For high-volume invoicing, you will want Business or a dedicated tool.

Blog and SEO tools. The Starter plan includes blogging capability and basic SEO tools, which are important for building organic search visibility over time. The SEO dashboard helps you understand how your site is performing, though Durable's internal visibility scores should be treated as directional rather than definitive.

Starter plan limitations

Contact cap. One hundred contacts is a hard ceiling that growing businesses will reach sooner than they expect. Every lead captured through your website counts against this limit, so an effective marketing campaign could push you into the Business tier within a few months.

AI image generation limits. Fifty AI-generated images is generous for a static brochure site, but if you update your site frequently or run a blog with custom imagery, you may find yourself rationing.

No team seats. Starter is a single-user plan. If you need a colleague, virtual assistant, or business partner to access and edit the site, you will need to upgrade.

Business plan: the tier for growing operations

Pricing and positioning

The Business plan costs $25 per month on monthly billing and approximately $20 per month with annual billing. Durable positions this as its recommended plan, and for good reason: the feature uplift from Starter is substantial, particularly around team collaboration, CRM capacity, and invoicing.

What Business adds over Starter

Expanded CRM. The contact limit jumps from 100 to 1,000, which gives growing businesses meaningful room to scale. The CRM also gains more advanced features at this tier, including email sync, automated replies to leads, and review automation tools that can help service businesses build their online reputation.

Full invoicing. Business unlocks up to 100 invoices, making it viable as a lightweight billing tool for freelancers and service providers who do not need the complexity of QuickBooks or Xero. For businesses sending a handful of invoices each month, this can replace a standalone invoicing subscription entirely.

Team seats. Up to five team members can access and edit the site, manage CRM contacts, and send invoices. For small partnerships, agencies, or businesses with a virtual assistant, this is a significant practical upgrade.

Premium media. Business includes access to premium stock images and video, along with a far more generous allocation of AI-generated images (around 500 versus 50 on Starter). For businesses that want a visually rich site, this removes a friction point.

AI chat and lead management. The Business plan dramatically expands AI chat capacity (up to 100,000 messages versus 10,000 on Starter) and increases the number of automated lead replies. For service businesses that receive enquiries through their website, this automation can save considerable time.

Marketing tools. Business adds a social post generator and Google ad generator, giving you basic marketing capabilities without leaving the Durable platform. These are lightweight tools rather than replacements for dedicated marketing platforms, but for a solopreneur managing everything themselves, they reduce the number of subscriptions required.

Who should choose Business over Starter

If you have more than one person who needs to edit your site, if you receive enough leads that 100 CRM contacts will not last, or if invoicing is a regular part of your workflow, the Business plan is worth the incremental cost. The jump from $12 to $20 per month (annual billing) is modest relative to the feature uplift. Businesses that rely on their website for lead generation will find the expanded automation and CRM capacity particularly valuable.

Scale and enterprise tiers

Multi-site operators and agencies

Durable offers a higher-tier plan aimed at users managing multiple businesses or client sites, priced at approximately $95 to $99 per month (around $80 per month with annual billing). This tier removes limits on AI images, contacts, invoices, and team members, and supports multiple domains. It is designed for agencies, multi-location businesses, and operators who manage several brands from a single account.

When the top tier makes sense

For most individual businesses, the Business plan covers everything needed. The top tier becomes relevant when you are managing five or more separate sites, need unlimited capacity across all features, or want priority onboarding and support. If you are an agency building sites for clients, this tier consolidates management in a way that avoids juggling multiple accounts.

AI website generation: what the technology delivers

The 30-second promise

Durable's central selling point is speed. You enter your business name, industry, and location, and the AI generates a multi-page website with tailored copy, images, and a colour scheme. The result is a complete draft that you can publish immediately or refine to your taste. For service businesses that need an online presence quickly, this eliminates weeks of design and development work.

How AI generation differs by plan

The AI generator itself works identically across all plans. The differences lie in the supporting resources: how many AI images you can generate, how many blog posts you can create, and whether you have access to premium media assets. The free tier gives you a taste; Starter provides enough for a polished single-business site; Business gives you room to create and iterate extensively.

Editing after generation

Limited design control. Durable does not offer a drag-and-drop editor or custom CSS access. You can edit text, swap images, change colours, and adjust section layouts, but you cannot fundamentally restructure the page architecture. If you need pixel-perfect design control, platforms like Framer offer considerably more flexibility, as we explore in our Framer vs Durable comparison. For businesses that want a professional site without design expertise, Durable's constrained editing model is a feature rather than a limitation, because it prevents the common mistake of breaking a well-structured layout.

Time investment. Even with AI generation, expect to spend 15 to 30 minutes editing the initial output. AI-generated copy is a strong first draft, but it benefits from a human pass to ensure accuracy, tone, and brand alignment.

CRM and invoicing: built-in business tools

CRM capabilities across plans

Durable bundles a CRM into every plan, which is unusual for a website builder at this price point. The CRM handles contact management, lead tracking, and basic communication workflows. On the Business plan, it adds email sync, automated lead replies, and review management.

Where Durable's CRM fits. For a solopreneur or small service business that currently tracks clients in a spreadsheet or not at all, Durable's CRM is a meaningful step up. It centralises contact information alongside your website, which reduces the friction of managing leads across multiple tools. For businesses with more complex sales processes, pipeline stages, or reporting needs, a dedicated CRM like HubSpot or Copper will be necessary. Our Copper pricing guide covers that end of the market.

Invoicing as a lightweight billing tool

Invoicing is available across plans, with the Business tier offering up to 100 invoices per month. For freelancers and service providers who send a small number of invoices, this can replace a standalone billing tool. The invoicing functionality covers the essentials: creating invoices, tracking payment status, and sending reminders. It does not extend to expense tracking, tax calculations, or accounting integrations, so businesses with more complex financial needs will still need dedicated software.

The bundling advantage

The real value of Durable's built-in CRM and invoicing is consolidation. A solopreneur using Durable replaces what might otherwise be three or four separate subscriptions: website builder, hosting, CRM, and invoicing tool. At $20 per month for the Business plan, that consolidation represents strong value, even if each individual tool is less capable than its standalone equivalent.

Hidden costs and considerations

Domain costs beyond the first year

Durable includes a free custom domain on paid plans, covering the first year and domains valued up to approximately $20. After that initial period, domain renewal costs apply. Standard .com domains typically renew at $10 to $20 per year, which is modest, but premium or country-specific domains may cost considerably more. Factor this into your annual cost calculations.

Monthly billing premium

Choosing monthly over annual billing adds approximately 20 to 25 percent to your effective cost. Over a year, that premium amounts to $36 on the Starter plan and $60 on the Business plan. If you intend to use Durable for more than a few months, annual billing is the financially sound choice.

Upgrade pressure from usage limits

Durable's tiered limits on contacts, AI images, and invoices are designed to encourage upgrades as your business grows. This is standard SaaS practice, but it is worth understanding where those ceilings sit before committing. A successful marketing campaign or seasonal surge in enquiries can push you past the Starter plan's 100-contact limit faster than expected.

Platform lock-in

No full-site export. Durable does not offer HTML/CSS export or CMS migration tools. If you decide to move to another platform, you will need to rebuild your site from scratch and manually transfer CRM data. This is the most significant hidden cost of the platform, because it is measured in time and effort rather than money. Before committing to Durable, be confident that its feature set will serve your needs for the foreseeable future, or accept the rebuilding cost if your requirements outgrow the platform.

CRM data portability. Similarly, CRM contacts stored in Durable are not easily exported to other systems. If you anticipate moving to a dedicated CRM as your business grows, consider whether starting with Durable's built-in option creates unnecessary friction later.

Durable vs competitors on pricing

How Durable compares to Framer

Framer targets a different audience: designers and teams that want precise control over layout, animation, and interaction design. Framer's pricing starts at a similar range for basic sites, but the platforms serve fundamentally different needs. Durable prioritises speed and simplicity for service businesses; Framer prioritises design fidelity for portfolios, marketing sites, and product pages. If you care more about launching quickly than about custom design, Durable offers better value per pound spent. If design quality is your primary concern, Framer is worth the investment. Our Framer pricing guide covers Framer's plans in detail, and our Framer vs Durable comparison examines the trade-offs side by side. For portfolio-focused use cases specifically, our best website builder for portfolios roundup is worth reading.

How Durable compares to Wix

Wix is the most direct comparison for many Durable users. Both platforms target small businesses, and both offer website building, CRM, and business tools in a single platform. Wix's pricing starts in a similar range, though its feature set is substantially broader: e-commerce, app marketplace, advanced SEO, and drag-and-drop design. What Durable offers that Wix does not is genuine AI-first site generation, where a complete website appears in seconds rather than requiring hours of manual building. For service businesses that want the fastest possible path from zero to a live website, Durable holds an edge. For businesses that need e-commerce, extensive customisation, or a mature app ecosystem, Wix is the more capable platform. Our Durable vs Wix comparison explores this in full.

How Durable compares to Squarespace

Squarespace occupies the premium end of the template-based website builder market, with polished designs, strong e-commerce capabilities, and excellent built-in analytics. Its pricing is higher than Durable's entry point, and its approach is fundamentally different: you select and customise a template rather than generating a site with AI. Squarespace is the better choice for businesses where visual brand identity is central, such as restaurants, creative studios, and retail brands. Durable is the better choice for service businesses that need a professional site without the time investment of template customisation. Our Durable vs Squarespace comparison covers this matchup in detail.

The pricing landscape for AI website builders

Durable sits in the middle of the AI website builder market on price. Some competitors offer free tiers with more generous limits; others charge more but include deeper design tools or e-commerce features. The broader trend across the industry is convergence around the $12 to $25 per month range for plans that include a custom domain, basic business tools, and AI generation. Durable's bundling of CRM and invoicing gives it a distinctive position within that range, particularly for service businesses that value consolidation over customisation. For a broader view of the market, our best website builder for startups guide compares the leading options.

Who Durable is best for

Service businesses and local operators

Durable was built with service businesses in mind: plumbers, electricians, consultants, personal trainers, accountants, cleaners, and similar operators who need a professional web presence but do not have the time or budget for custom web design. The AI generates industry-specific copy and imagery that is immediately relevant, the CRM captures and organises leads, and the invoicing tools handle basic billing. For this audience, Durable eliminates the gap between deciding to build a website and having one live.

Solopreneurs who need speed

If you are launching a business and need a website today rather than next month, Durable's value proposition is difficult to match. The entire process, from sign-up to a published site with a custom domain, can happen in a single sitting. For solopreneurs who are managing every aspect of their business, reclaiming the hours that would otherwise go into website building is worth the subscription cost on its own.

Freelancers consolidating tools

Freelancers who currently pay for separate website hosting, a CRM, and an invoicing tool may find that Durable's Business plan replaces all three at a lower combined cost. The individual tools are less powerful than their standalone equivalents, but the convenience of a single dashboard and a single subscription is substantial for operators who value simplicity.

Who should look elsewhere

E-commerce businesses. Durable does not offer a full e-commerce solution. If you sell products online, platforms with shopping cart, inventory management, and payment processing features are a better fit.

Design-led brands. If your website is a core expression of your brand identity and requires custom typography, animation, or layout, Durable's constrained editing environment will feel limiting. Framer or Squarespace offer the design control you need.

Content publishers. Blogs, magazines, and content-heavy sites need a robust CMS with flexible templates, categories, and content scheduling. Durable's blogging tools are functional but basic, and the platform is not optimised for high-volume content production.

Growing teams. Once your team exceeds five people or your CRM needs outgrow basic contact management, you will likely need to transition to dedicated tools. Durable is optimised for the early stages of a business, not for scaling operations.

Is Durable worth it?

The value calculation

At $12 per month (annual Starter billing), Durable offers a custom domain, hosting, SSL, an AI-generated website, a basic CRM, and invoicing. Purchased separately, those components would cost considerably more. A domain alone runs $10 to $20 per year; basic hosting starts at $5 to $10 per month; a simple CRM might cost $15 per month or more; and invoicing tools typically start at $10 per month. Durable bundles everything into a single subscription at a price that undercuts the combined cost of individual tools.

Where the value holds

For service businesses and solopreneurs who need a professional website with basic business tools, Durable delivers strong value. The AI generation removes the most time-consuming part of website creation, and the bundled tools eliminate the need to manage multiple subscriptions. If your requirements align with what Durable offers, it is one of the most efficient investments you can make in your business infrastructure.

Where the value weakens

The value proposition diminishes as your needs grow. Once you hit the contact ceiling on Starter, you are paying $20 per month for a platform that may not be your long-term home. The lack of data export means that moving to a more capable platform later involves rebuilding rather than migrating. If you can foresee outgrowing Durable within a year, it may be more cost-effective to start with a platform that can scale with you, even if the initial setup takes longer.

The bottom line

Durable is excellent value for what it is: a fast, affordable way to get a professional service-business website live with built-in CRM and invoicing. It is not trying to be everything to everyone, and its pricing reflects that focus. If you are in its target audience, the price-to-value ratio is strong. If you are not, there are better options, and our comparison guides can help you find them.

Managing your website assets with Fabric

For businesses using Durable or any website builder, keeping your digital assets organised is a challenge that grows with your business. Fabric offers a personal cloud and context layer that can serve as a central hub for the images, documents, and inspiration you gather while building and maintaining your web presence. At $8 per month on annual billing (or $10 per month on a monthly plan, with a free tier available), Fabric's cloud drive provides a clean space for storing website assets, brand materials, and reference documents.

Fabric's connections feature is particularly useful during the website planning phase, letting you gather inspiration from across the web and organise it alongside your own files. Whether you are collecting competitor screenshots, saving colour palettes, or bookmarking design references, having everything in one contextual layer reduces the friction of the creative process. You can learn more about how Fabric approaches data and privacy on the environment page.

Frequently asked questions

How much does Durable cost per month?

Durable's Starter plan costs $15 per month on monthly billing or approximately $12 per month with annual billing. The Business plan costs $25 per month on monthly billing or around $20 per month annually. A free tier is available with subdomain hosting only.

Does Durable have a free plan?

Durable offers a free tier that lets you generate and publish a website on a Durable subdomain. You cannot connect a custom domain on the free plan, and CRM contacts, AI image generations, and blog posts are limited. It functions as an extended trial rather than a viable long-term option for most businesses.

Is a custom domain included with Durable?

Paid plans include a free custom domain for the first year, covering domains valued at up to approximately $20. After the first year, standard domain renewal fees apply. Premium or country-specific domains may incur additional costs from the outset.

Can I try Durable before paying?

Yes. The free tier lets you generate a website and explore the platform's features without entering payment details. You can assess the AI output quality, test the CRM, and experiment with invoicing before committing to a paid plan.

What is the difference between Starter and Business?

The Starter plan suits solopreneurs with modest needs: one user, up to 100 CRM contacts, 50 AI images, and basic invoicing. The Business plan adds team seats (up to five), 1,000 CRM contacts, 500 AI images, 100 invoices per month, email sync, automated lead replies, and marketing tools. The price difference is around $8 per month on annual billing.

Does Durable include a CRM?

Every Durable plan includes a built-in CRM. The free tier supports around 10 contacts, Starter supports 100, and Business supports 1,000. The CRM handles contact management and basic lead tracking, with the Business plan adding email sync and automated replies.

Can I send invoices with Durable?

Invoicing is available across all plans, with the Business tier offering up to 100 invoices per month. The invoicing tools cover the basics of creating, sending, and tracking invoices. For more complex billing, expense tracking, or accounting integration, a dedicated invoicing platform remains necessary.

Does Durable offer e-commerce?

Durable does not offer a full e-commerce solution with shopping carts, product catalogues, and inventory management. It supports basic payment processing through invoicing, but businesses that sell products online should consider platforms with dedicated e-commerce features.

Can I export my Durable website?

Durable does not currently offer full-site export in HTML/CSS format or migration tools for moving to another platform. If you decide to leave Durable, you will need to rebuild your site on the new platform. This is worth considering before committing, particularly if you anticipate outgrowing the platform.

How does Durable compare to Wix on price?

Durable and Wix have comparable entry-level pricing, but Wix offers a broader feature set including e-commerce, an app marketplace, and more advanced design tools. Durable's advantage is speed of setup and the inclusion of CRM and invoicing at lower price points. Our Durable vs Wix comparison covers the full picture.

Is Durable good for SEO?

Durable includes basic SEO tools on all paid plans, including meta tags, analytics, and an SEO dashboard. The AI generates SEO-friendly page structures and copy. For most small service businesses, these tools are adequate. For businesses with more ambitious SEO strategies, the limited design control and blogging capabilities may be constraining.

Who should not use Durable?

Durable is not well suited for e-commerce businesses, content publishers, design-led brands, or teams larger than five people. It is optimised for local service businesses and solopreneurs who need a professional site quickly, and its feature set reflects that focus.

Does Durable offer annual billing discounts?

Yes. Annual billing reduces the effective monthly cost by approximately 20 to 25 percent across all paid plans. Starter drops from $15 to roughly $12 per month, and Business drops from $25 to approximately $20 per month.

Further reading

If you are still weighing your options, these guides may help you make a decision.

Our full Durable review covers the platform's capabilities and limitations beyond pricing. For head-to-head comparisons, see Durable vs Wix, Durable vs Squarespace, and Framer vs Durable. If you are exploring the broader market, our guides to the best website builder for startups and best website builder for portfolios compare the leading platforms across categories. And for a detailed look at one of Durable's more design-focused competitors, our Framer pricing guide covers that platform's plans and value proposition.