Why Capacities is priced the way it is

Pricing software is hard. We don’t claim to have found the perfect solution, but with this article we aim to clarify some misconceptions and share insights into the reasoning behind our pricing strategy.

First, we want to clarify that AI costs do not drive the subscription fee for Capacities Pro. In fact, AI infrastructure represents less than 0.5% of our total expenses. Looking ahead, we intend to introduce a cost‑per‑use model or a “bring your own key” option for AI, so as we introduce more AI, its cost won’t need to be subsidized by users who don’t want to use it.

But foremost, we want to stress that Capacities Pro is not about getting a lot of “bang for the buck” in terms of features you unlock.

Capacities is intentional software. We’re building Capacities to fundamentally improve knowledge work for people like you, those who want to focus on thinking, learning, and creating rather than toggling features. The true value of Capacities Pro emerges when it’s layered onto an already powerful free edition. It’s less about unlocking features and more about having a unified product that is built for you to focus on your goals and ideas and do your best work.

To 100% commit to this mission, we decided to make Capacities an independent company. We aren’t seeking venture funding, aggressive growth, or the biggest market share. We solely want to commit to our mission without any compromises. This setup makes this possible and ensures that Capacities is here for the long term. But to keep Capacities sustainable, it cannot be aggressively priced at the lower end of the market. These values come with a price but we believe it’s worth it.

Already today, Capacities is a sustainable business that is 100% funded by our users. This alignment ensures that your goals and ours are perfectly matched. We are building Capacities for you and nobody else. By subscribing to Capacities Pro or Believer, you ensure it stays that way.

You also invest into great educational content about knowledge work, a space for feedback and discussion, and continuous development of the product you use every day. Over 80% of our revenue is invested directly in employing talented people, developing thoughtful conceptual frameworks, and creating features that advance the product. If you want us to move faster and build a better product, there is no clearer or more effective way to accelerate Capacities’ development than by joining as a Pro subscriber or Believer.

And finally, Capacities Basic is intentionally generous and will always be so. We believe that everyone should have access to better tools for thinking, especially those who lack the means to pay. With your subscription, you’re also keeping Capacities free for students and anyone who truly needs it.

So to sum up, Capacities Pro is not about a rational transaction for more features, it’s about being part of a bigger mission, and it’s about using a tool that helps you do your best work.

Thank you; it really means a lot to us.