Bubble is powerful for MVPs — but it has real limits. Understand exactly when no-code tools are the right call and when custom development is the only path forward.
No-code platforms like Bubble have democratized software development. In 2026, a non-technical founder can build a functioning web app in weeks without writing a single line of code. That's genuinely powerful. But it's also the source of one of the most common (and expensive) mistakes we see founders make: scaling a no-code tool past the point where it makes sense.
This article is not anti-no-code. It's a clear-eyed guide to understanding when Bubble (and similar tools) is the right choice — and when it becomes a liability.
What Bubble Does Well
Bubble is a visual development platform that lets you build web apps with a drag-and-drop interface, built-in database, workflow logic, and a plugin ecosystem. For the right use case, it's excellent.
Rapid prototyping and validation
The #1 use case for Bubble is building something fast to validate an idea. If you're a non-technical founder who needs to show early users or investors a working product, Bubble lets you do that in 2–6 weeks for a few thousand dollars. Custom code would take 3–5x longer and cost 5–10x more at this stage.
Internal tools
Simple dashboards, CRM-like tools, or internal admin panels for small teams work great in Bubble. If it's not customer-facing and doesn't need to scale massively, no-code is often the pragmatic choice.
Simple marketplaces and directories
Directory sites, booking platforms, or two-sided marketplaces with straightforward logic are a sweet spot for Bubble. Many successful businesses have been built entirely on it.
Where Bubble Starts to Break Down
Performance at scale
Bubble applications run on shared infrastructure and the platform adds significant overhead to every request. As your user base grows and your data complexity increases, you'll hit performance walls that are difficult or impossible to optimize around. Custom code running on a dedicated infrastructure stack will always outperform a Bubble app at meaningful scale.
Complex business logic
Bubble workflows are powerful but they're not designed for complex conditional logic, batch processing, real-time data pipelines, or sophisticated algorithm implementation. What would be 20 lines of clean code in Python or TypeScript can become a tangled mess of 40+ workflow steps in Bubble — and debugging it is significantly harder.
Custom integrations and APIs
Bubble has a plugin ecosystem, but you're limited to what plugins exist. When you need to integrate with a custom or legacy API, implement a complex OAuth flow, or build a real-time WebSocket feature, you're fighting against the tool rather than building with it.
Data portability and lock-in
Your data lives in Bubble's proprietary database. Migrating out is painful. If you ever need to move to a custom platform, you'll be extracting data manually or via API — and re-building the entire logic layer from scratch.
SEO limitations
Bubble historically has had significant SEO limitations due to client-side rendering. While this has improved, it's still not on par with server-rendered frameworks like Next.js for content-heavy, SEO-critical applications.
The Hidden Cost of Rebuilding
The most expensive software project is the one you build twice.
We regularly work with founders who spent $15,000–$50,000 building on Bubble, grew their user base to a few thousand users, and then hit a wall. They come to us needing a full rebuild in custom code — and now they're paying $80,000–$150,000 for something that essentially replicates what they had, with the added complexity of migrating live data and users.
This doesn't mean Bubble was the wrong choice at the start. Often it was the right call for validation. The mistake is staying on Bubble too long after product-market fit is found and the product's needs have evolved.
How to Decide: A Simple Framework
Use no-code (Bubble) when:
You're pre-revenue and validating. You have no technical co-founder. Your app's logic is straightforward. Performance and SEO are not critical. You expect to raise funding and rebuild later.
Use custom code when:
You have paying customers and need to scale. Your app requires complex business logic or real-time features. Performance, security, or compliance requirements are high. You need full ownership of your infrastructure and data. You're building a long-term product, not just a proof of concept.
The Hybrid Approach
In 2026, a growing number of founders use a hybrid approach: build the MVP in Bubble to validate, then migrate critical components to custom code as the product matures. This requires a thoughtful architecture from the start — separating concerns so the migration is manageable rather than a complete rewrite.
Conclusion
Bubble is a powerful tool in the right hands for the right use case. It's not a shortcut to building a scalable, production-grade product. Understand its limits before you start, have an honest conversation with yourself about where your product is headed, and get technical advice before committing to a platform that will define your product's ceiling.
At Novia-Lab, we've helped founders navigate exactly this transition — from no-code MVP to production-grade custom software. If you're wondering whether you've outgrown your current platform, let's talk.