Softr
Softr democratizes software development by empowering anyone to create custom apps for their business without coding. The platform allows users to build client portals, internal tools, and business applications using a no-code approach.
Founding Story
Softr was founded in 2019 in Berlin, Germany, by Mariam Hakobyan and Artur Mkrtchyan. The founders identified a gap in the market where traditional website builders were restrictive, and custom development was expensive and complex. Their vision was to democratize software building and make technology accessible to everyone, regardless of their technical expertise. They aimed to create a no-code platform that would provide flexible and scalable solutions, allowing individuals and businesses to easily build custom websites and web applications.
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Leadership
Founders
Mariam Hakobyan
Ex-engineer turned entrepreneur. Started her engineering career in her early 20s and led product and engineering teams in her late 20s. Previously worked at Scout24 Group as Head of Technology, PayPal, and Zalando. Mother of two daughters.
Artur Mkrtchyan
Previously Director of Engineering at Zalando SE (May 2020 - October 2020), Product Development Lead and CTO/CPO at Zalando SE and Collabary by Zalando (April 2017 - May 2020), Software Engineering Team Lead at PayPal (June 2012 - April 2015). Founded 1 other company before Softr. Education: Bachelor's and Master's degrees in Computer and Information Science from State Engineering University of Armenia.
Executive Team
Mariam Hakobyan
Co-Founder & CEO
Ex-engineer with experience at Scout24 Group, PayPal, and Zalando. Led technology and product teams before founding Softr.
Artur Mkrtchyan
Co-Founder & CTO
Former Director of Engineering at Zalando, with previous roles at PayPal. Background in software engineering and test automation.
Business Model
Revenue Model
Freemium SaaS subscription model with tiered pricing based on app count, user limits, database records, workflow actions, and AI credits. Revenue generated through monthly and annual subscriptions.
Pricing Tiers
1 published app, 10 app users, 2 user groups, 5,000 Softr Database records, 500 Softr Workflow actions, 500 AI credits, basic building blocks, custom domain
3 published apps, 20 app users, 50,000 Softr Database records, 2,500 Softr Workflow actions, 1,000 AI credits, Kanban, Payment, Custom code, Embed apps externally, Custom email sender
Unlimited apps, 100 app users (+$10 per extra 10 users), 5 user groups, 500,000 Softr Database records, 10,000 Softr Workflow actions, 5,000 AI credits, Conditional forms, Charts, Calendar, Comments, Call API, Export PDF/CSV, E-signature, PWA, Remove branding
Unlimited apps, 500 app users, Unlimited user groups, 1M Softr Database records, 25,000 Softr Workflow actions, 10,000 AI credits, Global data restrictions, Domain-restricted sign up, Advanced data sources
Customizable to needs, SSO (SAML, OpenID), Custom invoicing, Dedicated success manager, Team training
Target Markets
- Small and medium businesses
- Non-technical teams (project managers, HR employees, marketing people)
- Agencies and consultants
- Enterprise customers
- Computer Software industry
- Information Technology and Services
- Client portals
- Internal tools
- Customer portals
- CRM systems
- Project management tools
- Partner portals
- MIT
- Arizona State University
- Clay
- Torigen
History & Milestones
Community reached 1 million builders
Brand and website refresh; expanded beyond Airtable to support any third-party database including PostgreSQL, MySQL, MariaDB, Notion
Launched Softr Databases - native relational database management system
Launched Workflows - native automation tools with loops, conditions, and branches
Launched Database AI Agents for data cleanup, enrichment, tagging, and summaries
