Does your SaaS solve a problem that's easier to buy than to build?
Build What Matters is a label that tells your customers exactly that. Add it to your site and let them know why your product exists and why it's priced to make buying the rational choice.
The principle
Build What Matters products solve problems that can't be recreated properly in a day or two, with edge cases handled, reliability proven, and maintenance covered. They are priced to make buying the rational choice. They exist so founders can focus on what actually makes their product unique, not on rebuilding solved infrastructure. AI has made software faster to write, but the hard problems still take real time to solve well and keep working.
This is not a network, certification, or parent brand. It's a stance you can adopt.
"I've been building SaaS products for over two decades. AI has changed what's easy to build - but it hasn't changed what's hard to build well, or what it costs to maintain. Build What Matters exists so SaaS founders can signal both to their customers: this product is hard to replicate, and it's priced to make buying the rational choice."
Neil Morgan
Founder, Build What Matters
What a Build What Matters product must do
Solves a non-trivial problem
It's not a weekend clone. Recreating it properly - with edge cases handled, reliability proven, and ongoing maintenance covered - takes far more than a day or two.
Priced to make buying the rational choice
The price is intentionally set so the cost of rebuilding (time + maintenance) is hard to justify.
Reduces ongoing maintenance burden
It takes ownership of edge-cases, reliability, and ongoing changes so founders don't have to.
Lets founders focus on differentiation
It frees engineering time for product value, not plumbing.
Check if your product qualifies
Qualifies
- Solves a problem that takes real engineering - not a weekend project, even with AI
- Priced to make buying the rational choice
- Actively maintained - edge cases handled, reliability monitored, updates shipped
- Frees the buyer to spend engineering time on their own product
Doesn't qualify
- Functionality a small team can now replicate in a sprint with modern tooling
- Pricing that ignores how easy the problem has become to solve in-house
- Relies on lock-in rather than value to retain customers
- Requires more engineering effort from the buyer than it saves
How to use Build What Matters
Use the badge or banner on your marketing site (commonly near pricing) and optionally in your app footer.
Rules
- Use the provided assets without modification (colors, font, spacing).
- Do not imply Build What Matters makes or endorses your product.
- Frame the copy for your customers, not yourself.
- Link the badge to buildwhatmatters.io/why.
Suggested phrases
- "Build What Matters"
- "Helping you Build What Matters"
- "We help you Build What Matters"
Placement
- Above pricing (banner)
- In footer (badge)
- On /about (small callout)
Add to your site
Include the loader once, then drop custom elements anywhere — static HTML, Vue, React, Angular, or Svelte.
Works in SPAs, framework components, and server-rendered pages. Shadow DOM keeps styles isolated.
Add this to your index.html, main layout, or app entry point.
<script async src="https://cdn.buildwhatmatters.io/bwm.js"></script>
Step 2: Use the element
Pricing banner for light sites.
<bwm-banner-dark></bwm-banner-dark>
Pricing banner for dark sites.
<bwm-banner-light></bwm-banner-light>
Compact badge for price cards on light sites.
<bwm-pricing-dark></bwm-pricing-dark>
Compact badge for price cards on dark sites.
<bwm-pricing-light></bwm-pricing-light>
Full-width section for light sites.
<bwm-hero-dark></bwm-hero-dark>
Full-width section for dark sites.
<bwm-hero-light></bwm-hero-light>
Bold orange section. Works on any site.
<bwm-hero-brand></bwm-hero-brand>
FAQ
Is Build What Matters a company or a certification?
No. It's a label you can adopt as a principle. There's no approval process today.
Can I use the assets on my product?
Yes, as long as you follow the usage rules and don't imply endorsement or ownership.
Do I have to link back?
Yes. The badge/banner should link to buildwhatmatters.io/why so visitors can understand what the label means.
Can I modify the logo or colors?
No. Use the assets as provided to keep the signal consistent.
What will my customers see when they click the badge?
They'll see a page that explains the Build What Matters principle from their perspective - what the label means, why the product carries it, and what it signals about pricing and quality. Preview the buyer page.