Design Subscriptions: The Business Model Everyone's Talking About

If you've spent any time on design Twitter over the past 2 years, you've probably noticed the trend: designers announcing their new "unlimited design subscription" businesses and sharing some pretty impressive revenue numbers.

I'm fascinated by these alternative business models—partly because the traditional design business approach has its fair share of headaches (like any business). The constant cycle of pitching, scoping, negotiating, and chasing payments can be exhausting. Some months are great, others... well, ramen for dinner it is.

But are these subscription models really the answer? I've been digging into this trend to see what's actually happening behind the eye-catching MRR figures and slick landing pages.

What's This Subscription Thing All About?

If you haven't encountered this model yet, here's the gist: instead of quoting each project individually, designers offer "unlimited" design work for a flat monthly fee. Clients pay upfront, usually with some constraints like "one request at a time," and get design work on demand.

It's quite different from how many of us approach design services. No more custom proposals for every project or tracking hourly work. Just a flat fee for ongoing work.

Some Designers Are Seeing Impressive Results

Research into this model reveals that several designers have built significant businesses with this approach:

DesignJoy is probably the poster child for this model. Brett Williams started it as a side hustle in 2017 making about $800 a month. Today? He claims over $120K in monthly recurring revenue. And remarkably—he says he's doing it solo with no employees (and I believe him!)

Brett started charging $449 monthly and has gradually increased his price to $5,000 as demand grew. He reports doing this without paid ads—just participation in places like ProductHunt, Indie Hackers, and Twitter.

Endless Design is another interesting case. Daryl Ginn initially built a six-figure business with two subscription tiers: Standard (one request at a time) and Professional (two requests simultaneously). Interestingly though, Daryl has recently shifted away from the subscription model on his public site as of the writing of this. He used subscriptions to land clients and experiment with his process, but has since evolved his business—which could be telling us something important about the model's limitations.

Then there's Flowout, which focuses just on Webflow development at a premium $4,900 monthly. They've gone super niche and charge accordingly.

Why Clients Seem to Like This Setup

I can see why clients would appreciate several aspects of this model:

• They know exactly what they're spending each month (no surprise invoices)

• They don't have to go through a proposal process for every design need

• They can pause or cancel if their needs change

• They often get direct access to designers without account manager layers

I've noticed more clients becoming aware of this model as an alternative to traditional project-based work, which suggests there's genuine interest from the buyer side.

But Let's Be Real About the Downsides

While the success stories are compelling, I think there are important challenges we should consider with this business model:

1. The Incentive Problem Is Real

In project work, we make more money by finishing quality work efficiently to move to the next paying project. In subscriptions, the financial incentive subtly shifts toward doing just enough to keep clients from canceling.

This can create a tension where the business model naturally optimizes for efficiency rather than excellence. We'd need to be intentional about our values and processes to avoid this trap.

2. Churn Will Be a Significant Challenge

Something the Twitter success stories often gloss over: high-priced service subscriptions typically see a lot of clients leave after 3-4 months. Unlike a $15/month Spotify subscription that just lives on your credit card forever, a $2,000+/month design service gets scrutinized regularly.

This isn't necessarily a flaw—many businesses have a backlog of design needs that, once addressed, reduce their immediate demand. But it means constantly needing to fill a pipeline with new subscribers just to maintain revenue.

3. "Unlimited" Has More Asterisks Than a Phone Contract

When you dig into the fine print, "unlimited design" typically means:

• One request active at a time

• Each request broken into smaller requests if "too complex"

• Specific types of work excluded

• 1-2 business day turnaround (which effectively limits volume)

This isn't necessarily deceptive—constraints are necessary to make the model work. But it's important to recognize that "unlimited" rarely means what clients might initially think.

4. Quality Often Takes a Backseat to Speed

From what I've seen, subscription services often deliver the first viable solution rather than exploring multiple directions. There's less deep thinking about brand strategy or business goals and more focus on quick execution. Everything is about trade-offs. Want it to be easier to explain and sell more work? You might have to give up on the "ideal design process" that you read about in books and romanticize—because it hasn't been getting any traction with clients.

This isn't universal, but the business model naturally pressures designers to optimize for speed. And maybe that actually leads to higher quality work over time. But when you're just getting started, you are probably going to be making some sort of sacrifice.

Is This Model Right For Design Businesses?

I don't think there's a one-size-fits-all answer here. The subscription approach has clear advantages, but it's not magic. If you're considering this model, you might want to ask yourself:

• Does your design specialty lend itself to quick, repeatable requests?

• Are you skilled at creating systems and processes?

• Can you handle the constant client acquisition needed to combat churn?

• Are you comfortable setting and maintaining boundaries with clients?

For some designers, this model seems liberating and profitable. For others, it could be a poor fit for their skills or preferred working style.

If You Want to Try This Approach...

If you're thinking about testing this model, here are some insights from those who've made it work:

Start focused and specific. Don't try to be everything to everyone. The most successful services begin with a narrow focus before expanding. Maybe it's just email templates or just landing pages.

Price to build momentum first. Consider starting lower like Brett did with his original $449 monthly fee, then gradually increase as demand grows.

Get crystal clear on boundaries. Define exactly what constitutes a request, how many can be active, and set realistic turnaround expectations. These guardrails protect both you and your clients.

Build through community, not ads. Most successful subscription designers attribute growth to participation in communities rather than paid advertising. Authentic engagement seems to work better than traditional marketing here.

Just Another Tool in the Toolbox

What I find most interesting about Daryl Ginn's journey with Endless Design is that he used the subscription model strategically before evolving his business. He didn't treat it as the ultimate destination but as a phase that served a specific purpose—building relationships and testing processes.

That's probably the healthiest way to think about this model: it's one approach in our business toolkit, not the only approach.

In future editions of Creative Profit, we'll explore other ways designers are building sustainable businesses—from productized services to digital products, teaching, and beyond. There's no "right way" to make a living as a designer, just different approaches that might work better for different skills, preferences, and goals.

Have you tried offering subscription design services? Or have you been a client of one? I'd love to hear your experiences. If you enjoyed this, hit reply or DM me on X @rileyhennigh.

Creative Profit explores how real designers are building businesses that power their creative freedom. Subscribe to uncover how creatives are making money in unconventional ways.