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Setapp: The Mac App Netflix You Didn't Know You Needed
How a 40-person team built a $4.6M subscription empire by fixing software discovery
Imagine buying software like you buy music—access to everything for a flat monthly fee. That's not a fantasy; it's Setapp's reality. While most companies chase enterprise contracts, this Ukrainian-born startup quietly built a $4.6M revenue engine by solving one of Mac users' most persistent pain points: discovering and paying for quality software.
"Setapp isn't just selling software access—they're selling the elimination of decision fatigue for Mac power users."
The Silent Traffic Engine
With 956,863 monthly visits and 60% coming from organic search, Setapp's traffic profile reveals a sophisticated SEO strategy. The top keywords aren't even their brand name—they're high-volume queries like 'youtube downloader' (3.2M monthly searches) and '123movies' (7M+ searches). This suggests they're capturing users at the 'problem awareness' stage, not just brand-aware audiences. Their 33% direct traffic indicates strong brand recall—users know exactly where to go when they need Mac software.
The Revenue Paradox
Here's what's fascinating: Setapp's $4.6M revenue with just 40 employees translates to $115K revenue per employee—exceptionally high for a B2C subscription business. Yet they've raised no external funding, operating as a bootstrapped or self-funded entity. This suggests either extremely efficient operations or a founder-led sales motion that bypasses traditional VC scaling requirements. The lack of funding data in Crunchbase or PitchBook implies they're either privately held or deliberately flying under the radar.
The tech stack tells its own story: Tailwind CSS, Bootstrap, and Cloudflare form the foundation, while Google Analytics, Tag Manager, and Clarity provide the data backbone. It's a pragmatic, performance-focused stack—not flashy, but built for scale. The presence of reCAPTCHA suggests they're fighting spam at the signup layer, a common challenge for subscription services offering free trials.
- Traffic strategy: Capturing high-volume search queries beyond their brand name to drive discovery
- Business model: Subscription-based access to curated Mac apps, eliminating per-app purchase friction
- Operational efficiency: 40-person team generating $115K revenue per employee
- Market positioning: Filling the gap between Apple's App Store and individual software purchases
The Unsexy Billion-Dollar Opportunity
Setapp proves that solving mundane problems—like software discovery and payment friction—with disciplined execution can build a sustainable, profitable business without chasing unicorn valuations or enterprise contracts.
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5 keywordsHow is Setapp's SEO?
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Setapp | Powerful apps for Mac & iOS
Setapp is a large collection of powerful Mac apps available by subscription. Sign up and get full access to top software right away. Explore, discover, enjoy.
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Reviews (20)
Useful tools for everyday work
My experience with Setapp has been positive because it gives easy access to useful apps that help me work more efficiently. Having everything in one place simplifies my workflow and saves time.
Nicolas, thank you for being our customer and for supporting our products!
Amazing Value. Excellent Support. Fantastic Design. Superb Selection. Four for FOUR.
I would posit that Setapp provides excellent value for cost. Excellent. As in, Wow; I used to spend five times as much for the standalone versions of my stable of certain third-party macOS apps and utilities on an annual basis. You mean…I don’t have to do this anymore? Hell YES. • The review complaining about limited selection is mystifying. 260+ apps = extraordinary. IDK what they expected… Acrobat, Office and Roblox bundled in there, too? Get real. The licensing arrangements (and fees!) for every title that isn’t under the main corporate umbrella must be gigantic. Did you consider this, sourpuss? The customer support that was experienced was top-notch, full stop. I’ve toiled in that industry sector for a Fortune 10 company—one of the most well-known Silicon Valley titans in existence. I recognize excellence when I see it. • The rep with whom I worked was remarkably responsive, exceedingly professional, warm & personable, and very expeditious. They worked with this reviewer at warp speed to offer a bundle with pricing best suited to fit my situation and device arrangement. So I don’t know what the heck some others are griping about. Perhaps check for your incoming CS response emails a touch more thoroughly? Lower your unreasonable demands? 🤔 Look; we all have a negativity bias. It’s therefore far too easy — from an evolutionary biology and survival perspective — to jump to snap judgments and swiftly rush to isolate and then gripe about all that is believed to be wrong with or inadequate about a given arrangement or circumstance. Too often—because speed was historically prioritized over thoughtful deliberation—our minds (still) unfairly distort perceived flaws and risks, which is the fault of this leftover survival instinct that no longer serves us nearly as well as it did long ago. It would appear that many reviews posted here and elsewhere on TP are the result of this reflexive confirmation bias of distorted negative perceptions. They lack nuance, discernment, and acknowledgement of all of the positives and beneficial aspects. Even the neutral stuff is overlooked, in a disingenuous effort to amplify the criticism. In other words, it’s knee-jerk, lazy thinking—if it’s even “thinking” at all. It’s long past time to ditch the caveman mentality, folks. Let’s try to be fairer in our assessments and a bit more realistic about the practical constraints and challenges of being a software professional in this day and age—especially while struggling to keep calm and carry on in a beleaguered, war-ravaged country under unceasing attack. ☮️
David, thank you for sharing your feedback and for your kind words. We are glad to hear that you see value in our service and that our support team has made a positive impression on you. We aim to provide a wide range of applications that meet different needs, and your acknowledgement of our efforts encourages us to keep improving our offerings. If you ever have suggestions on how we can improve, or if there’s anything specific you would like us to address, please don’t hesitate to reach out. We are here for you and value your input. Thank you again for your support and for being a valued member of the Setapp community!
Great customer support!
SetApp is a collection of apps, and if you buy apps individually, they can cost more than with the SetApp subscription, depending on how many you use. I'm a SetApp subscriber since launch and have never had any issues with the support team or the app itself.
Thank you so much for your kind review, and please feel free to get back to us anytime you need any help!
i was having an issue with an app on my…
i was having an issue with an app on my phone and it was quickly resolved.
Philip, we appreciate the time you took to leave this review for us! Whenever you need any assistance, please do not hesitate to contact us again. Thank you!
My proudest subscription
I've been using Setapp for many years, it's simply great to have one subscription for all my software (learn that, stupid streaming industry). And their support is super kind, they helped me set up my student account via email tickets and were very friendly. 11/10 would recommend to any one who uses one of the apps included in the pack. I've also discovered new apps I didn't know I needed so bad (PullTube and AirBuddy).
Dear Sebastian, thank you so much for your encouraging words! We’re glad to have helped and look forward to supporting you again whenever needed. Best of luck with your studies!
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About setapp.com
Setapp is a large collection of powerful Mac apps available by subscription. Sign up and get full access to top software right away. Explore, discover, enjoy.
Company Overview
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Technology Stack
setapp.com uses 25 technologies across their website including YouTube Embed, HSTS, reCAPTCHA, Sentry, and more.
Video
YouTube Embed
Security
HSTS, reCAPTCHA
Error Tracking
Sentry
Backend Frameworks
Laravel
Programming Languages
PHP
CMS
Contentful
Traffic & Audience
setapp.com receives approximately 956.9K monthly visitors and ranks #58,639 globally. The website has a bounce rate of 55% with visitors viewing an average of 2.4 pages per visit. Users spend an average of 0:58 on the site.
The majority of setapp.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about setapp.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit setapp.com directly at https://setapp.com.