Durable costs $0 to $99 per month in 2026 across three plans: Free, Launch ($22/mo annual or $25/mo monthly), and Grow ($85/mo annual or $99/mo monthly). Most paying users land on Launch because it covers the custom domain, branding removal, and meaningful AI usage limits. Annual billing saves about 15 percent. Durable charges 2.9 percent plus $0.30 on bookings and payments processed through the platform.
Durable Free: $0 forever
Durable's free plan is permanent and includes an AI-generated website on a Durable subdomain, 5 AI-generated images per month, 10 AI assistant chat messages per month, a CRM for up to 10 customers, and help center support. The free plan does not include a custom domain, Durable branding removal, or payment acceptance.
Included
- AI-generated website on Durable subdomain
- 5 AI-generated images per month
- 10 AI assistant chat messages per month
- CRM (up to 10 customers)
- Secure hosting and SSL
- Help center support
Not included
- Custom domain
- Durable branding removal
- Booking and payment acceptance
- Priority live chat support
- AI visibility ranking
Honest take: the free plan is a genuine starting point for testing the AI builder, but a Durable subdomain and visible Durable branding make it unsuitable as a professional-facing page for a service business.
Durable Launch: $22 per month (annual)
Launch is where most paying Durable users land at $22 per month on annual billing ($264 per year). Monthly billing is $25/month. Launch includes a custom domain (up to $20 registration value covered), Durable branding removal, 50 AI images and 1,000 AI chat messages per month, unlimited CRM contacts, booking and payment acceptance, priority live chat, and weekly AI visibility ranking.
Included
- Everything in Free
- Custom domain (up to $20 value)
- Durable branding removed
- 50 AI images per month
- 1,000 AI chat messages per month
- Unlimited CRM contacts
- Booking and payment acceptance
- Priority live chat support
- Weekly AI visibility ranking
Not included
- Expert onboarding (Grow required)
- 500 AI images per month (Grow required)
- Unlimited AI chat (Grow required)
- Daily AI visibility ranking (Grow required)
- Competitive analysis (Grow required)
Honest take: Launch is the plan most Durable users need. The 1,000 monthly AI chat messages are generous for a solopreneur, and the bundled custom domain is a nice perk. Processing fees on bookings and payments apply at the standard 2.9 percent plus $0.30.
Durable Grow: $85 per month (annual)
Grow is the top tier at $85 per month on annual billing ($1,020 per year) or $99 per month on monthly billing. Grow adds a larger custom domain credit (up to $50 registration value), 500 AI images per month, unlimited AI chat messages, personalized expert onboarding, daily AI visibility ranking, and competitive analysis.
Included
- Everything in Launch
- Custom domain (up to $50 value)
- 500 AI images per month
- Unlimited AI chat messages
- Personalized expert onboarding
- Daily AI visibility ranking
- Competitive analysis
Not included
- Dedicated account manager
- Custom SLAs or enterprise terms
- Zero percent transaction fees
Honest take: Grow pays for itself for solopreneurs who actively use the AI image tool at scale, want daily AI visibility data, and appreciate the onboarding session. For a coach or consultant who just needs a website, Grow is more tier than the use case requires.
Durable Monthly vs Annual: The Real Math
Annual billing on Durable saves about 15 percent per month on paid plans. On Launch, that is roughly $36 per year; on Grow, about $168 per year. The 15 percent discount is smaller than what Wix or Showit offer (around 20 percent), but the starting price is already lower, so the absolute savings are modest.
| Plan | Monthly | Annual (per mo) | Annual Total | AI Limits |
|---|---|---|---|---|
| Free | $0 | $0 | $0/yr | 5 AI images, 10 AI chat msgs/mo |
| Launch | $25/mo | $22/mo | $264/yr | 50 AI images, 1,000 AI chat msgs/mo |
| Grow | $99/mo | $85/mo | $1,020/yr | 500 AI images, unlimited AI chat |
When annual makes sense: once a user is sure Durable is the right platform and plans to stay for the full year. A $36 saving on Launch is small enough that this is a low-risk commitment.
When monthly makes sense: during the first month while testing whether the AI builder fits and whether the CRM and invoicing features are genuinely useful. The $3 per month premium for monthly is a cheap insurance policy on flexibility.
The alternative: NiftySite has no annual option. Pro is $15/month billed monthly, cancel anytime, with a free forever tier that keeps a published page live with no credit card.
Durable Hidden Fees and Add-On Costs
Durable's plan pricing is clean and the feature bundling is honest. Three cost categories sometimes catch new users by surprise:
1. Payment processing fees (2.9 percent + $0.30 per transaction)
On every booking or payment processed through Launch or Grow, Durable passes through the standard 2.9 percent plus $0.30 processor fee. On a $200 coaching session, this is about $6.10. The fee is standard Stripe-level pricing and not a Durable platform cut, but it does apply to every transaction.
2. Domain renewal after first year ($15 to $30/year)
Paid plans cover the first year of a standard domain (up to $20 value on Launch, $50 on Grow). From year two onward, the domain renews at the registrar's rate, typically $15 to $30 per year for a .com.
3. AI usage limits on Launch
Launch includes 50 AI images and 1,000 AI chat messages per month. For most solopreneurs this is plenty, but heavy users (especially those iterating on copy or generating lots of visual content) hit the cap and are pushed toward Grow at $85/mo. There is no usage-based overage pricing.
Roughly $264 to $280 on annual billing: $264 Launch plan + $0 to $15 in domain overage if the chosen domain costs more than the $20 credit. Booking and payment fees apply only if the user processes transactions through the platform.
Is Durable Worth It in 2026?
Durable is worth it for solopreneurs who want an AI-generated website plus a built-in CRM and payment acceptance under one subscription. It is a weaker fit for users who just need a credible professional website and do not need the CRM layer.
Yes, Durable is worth it if...
- Solo operator wanting website plus CRM in one
- Booking and invoicing from the same platform
- Comfortable with a bundled Stripe-style processor fee
- Want an AI-generated site live in minutes
- Value the AI visibility ranking feedback loop
No, Durable is not the right fit if...
- Already paying for a separate CRM (Dubsado, Honeybook)
- Just need a simple professional website, no CRM layer
- Want niche-specific templates for coaches or therapists
- Monthly billing with no long-term commitment matters
- Want a free forever plan with no subdomain branding
Durable Alternatives by Use Case
Durable is one of the more reasonably priced AI-first builders on the market. Three alternatives cover different shapes of the same need:
NiftySite
Best for coaches who want just a websiteFor coaches and consultants who want a credible one-page site in 10 minutes with AI-generated copy, niche-specific templates, and no CRM overhead, NiftySite is a direct fit. Pro is $15/month ($180/year) with monthly billing, compared to Durable Launch at $264/year. For the coaching-specific walk-through, see the NiftySite for coaches page.
Wix (for users who want maximum design control)
Wix Core at $29.77/mo annual offers far more design flexibility and a much larger app ecosystem than Durable. The tradeoff is longer setup time and a separate CRM (Durable bundles one, Wix does not).
Squarespace + Dubsado (for users splitting website and CRM)
Squarespace Core at $8/mo annual plus Dubsado at $35/mo gives a polished website and a stronger dedicated CRM, totaling about $43/mo. This splits the Durable bundle into best-of-breed tools at a slightly higher total cost.
How Durable Pricing Compares to Major Alternatives
Durable is priced competitively against mainstream website builders and sits above specialty one-pagers. Below is a side-by-side view:
| Tool | Cheapest Paid | Most Common Plan | Free Plan | Transaction Fees | Billing Flexibility |
|---|---|---|---|---|---|
| Durable | $22/mo (Launch, annual) | $22/mo (Launch, annual) | Yes (with subdomain, AI limits) | 2.9% + $0.30 on booking/payments | Monthly or annual (15% off annual) |
| NiftySite | Free (forever) | $15/mo (Pro) | Yes (forever, full page) | None (no payments processed) | Monthly only, cancel anytime |
| Wix | $17.77/mo (Light, annual) | $29.77/mo (Core, annual) | Yes (with Wix ads) | 0% on Wix plans | Monthly or annual |
| Squarespace | $7/mo (Basic, annual) | $8/mo (Core, annual) | No (14-day trial) | Stripe/PayPal processor only | Monthly or annual |
| Carrd | $9/yr (Pro Lite) | $19/yr (Pro Standard) | Yes (3 sites) | None (no native checkout) | Annual only |
All pricing verified April 2026 against each tool's official pricing page. Durable annual billing saves about 15 percent per month.
Durable Pricing FAQ
How much does Durable cost per month?
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Is Durable really free?
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What is Durable's cheapest paid plan?
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How much is Durable Grow in 2026?
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Does Durable have a free trial?
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Does Durable charge transaction fees?
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Does Durable include a custom domain?
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How much does Durable cost per year?
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Is Durable worth it for coaches and solopreneurs?
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Does Durable have hidden fees?
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Want a coaching site without the bundled CRM overhead?
Durable bundles a CRM, booking, and invoicing. NiftySite is just a great coaching website in 10 minutes, with AI-generated copy and monthly billing. $15/month for Pro.
Build your pageFree forever. Pro at $15/month, monthly billing.