How to Fund Your Indie SaaS Build Before It Ships

Fund an indie SaaS build by setting a Goal for the specific build-phase cost — hosting, a paid API, or dedicated dev time — and directing followers who already watch your progress to fund it directly, with a visible progress bar toward that number. A Goal is one named goal with a progress bar: followers make one-time contributions and every contribution is yours whether or not the goal is reached — no deadline unless you set one, and nothing to ship.

An indie SaaS build has real costs before it has a single paying customer: a database and hosting bill that starts the moment you deploy, a paid tool you need to prototype the core feature, or simply the dedicated hours you're not spending on client work. Investors fund that phase with a check in exchange for equity. Followers who've been watching you build in public can fund the same phase directly, in exchange for nothing but visibility into what their support paid for.

A note on sourcing: claims about Brillay's own mechanics and fees below are vendor-stated, drawn from Brillay's public pricing and feature pages, and are labelled as such. Third-party costs, fees, and legal points cite the vendor, agency, or court record directly.

What counts as "funding the build," not the launch?

Build-phase funding covers costs incurred before a product ships: hosting during development, a paid tool or dataset needed to prototype the core feature, a design contractor, or blocked-off dev time. Launch-phase costs — launch assets, a Product Hunt push, launch-week ads — belong to a product that is already built and about to go live, and are better covered by a separate goal once you're closer to shipping; see how to fund a product launch for how that ask differs from a build-phase one.

Keeping the two separate matters for how you frame the ask. "Help me cover Postgres hosting while I build the v1" is a concrete, checkable cost a follower can picture. "Help me launch" is vaguer and harder to size, because the reader can't tell whether $20 or $2,000 makes a difference. A build-phase goal should name the exact expense and the number required to cover it, not a general "support my SaaS" ask.

How does a goal actually work?

Brillay states that with a Goal, the creator describes one named goal, sets the target amount, and shows progress as supporters contribute one time toward it, with no reward tiers (Brillay).

Your Goal sits beside your other offers on one Brillay link, and supporters can pay by card as guests.

Brillay's own documentation describes the mechanic as "direct cash toward your goal — not an Amazon-style wishlist where followers buy and ship you products, and not a tiered rewards crowdfunding campaign" (Brillay). By that vendor-stated description there is no shipping obligation, no manufacturing timeline, and no promise of a physical or digital product in return for a pledge tier. A goal is therefore closer to sponsorship than pre-order: supporters are funding the work, not buying a future deliverable. If your build later becomes a shippable product, treat that product as a separate offer — through Custom Work or as the product itself — apart from the goal.

How much does a build-phase goal typically need to cover?

Size the goal to your own build-phase invoices. No industry body appears to publish a benchmark for a "typical" indie SaaS build budget, so vendor list prices are the only figures a supporter can independently check. A three-month stack of Supabase Pro, Vercel Pro, and Resend Pro costs $195 at published list prices.

Here is that three-month example, built entirely from vendor list prices:

• Database and backend: Supabase's Pro plan starts at $25/month and includes $10/month in compute credits, enough to cover one Micro instance (Supabase — Pricing & Fees).
• Hosting and deploys: Vercel's Pro plan carries a $20/month platform fee that includes one deploying team seat and $20/month in usage credit, with additional deploying seats at $20/month each (Vercel Docs — Pro plan).
• Transactional email tool: Resend's Pro tier is $20/month for 50,000 emails per month, with extra emails at $0.90 per 1,000 (Resend — Pricing).

That stack is $65/month in base subscription fees, or $195 for three months, before any usage above the included allowances. A goal of "$195 to keep Supabase Pro, Vercel Pro, and Resend Pro running through the v1 build" is a number a supporter can verify against three public pricing pages in under a minute — which is exactly what makes it fundable.

Two more line items that commonly land on a solo builder's card, both priced by the vendor: GitHub Copilot Pro is $10 USD per calendar month on a personal account, and the Cloudflare Workers Paid plan "includes Workers, Pages Functions, Workers KV, Hyperdrive, and Durable Objects usage for a minimum charge of $5 USD per month for an account". Adding both takes the same three-month example from $195 to $240.

Tool count is what makes those small line items add up. In Stack Overflow's 2025 Developer Survey, 65% of developers coding on projects outside of work reported using five or fewer distinct tools on that project, which leaves the remaining 35% of that group running more than five tools on a side project. Paid AI tooling has joined that stack: 84% of the survey's 33,662 respondents said they are using or planning to use AI tools in their development process.

"For projects outside of work, developers typically are using 5 or less tools." — Stack Overflow, 2025 Developer Survey

Rather than one lump-sum ask, size the goal to a line item you can name: three months of a specific hosting plan, one paid tool's usage tier, or a fixed number of contractor hours. A named line item is both easier for a follower to evaluate and easier for you to know when the goal is actually met.

How does this compare to GitHub Sponsors or Open Collective?

Brillay, GitHub Sponsors, and Open Collective can all display a goal, but the goal types differ: GitHub Sponsors goals must be a monthly sponsor count or a monthly sponsorship amount, while Open Collective and Brillay both support a one-time dollar total. Fees differ too — 5% on Brillay goals, 0% on GitHub personal-account sponsorships, and a fiscal-host fee on Open Collective.

Those differences are documented on each platform's own product pages. GitHub Sponsors goals must be based on either "Number of monthly sponsors" or "Sponsorships a month", which is a recurring-income or sponsor-count target rather than a one-time dollar total for a build. Open Collective lets a Collective set a "goal balance" showing how much it has raised toward a set total, plus reward tiers, with a linear, logarithmic, or auto progress bar, and a Collective must join a fiscal host that holds and disburses the money. Brillay states that Goals is cash toward one stated goal with a progress bar, paid out through the creator's own connected Stripe account, with no fiscal host and no reward tiers (Brillay).

Goals are one-time support, not a membership, and the table below breaks down how each platform's fees compare.

How is payment processing charged on each platform?

Each platform publishes its own fee schedule, so no single card rate applies across all three. GitHub publishes an all-in figure of up to 6% for organization-account sponsorships, Open Collective passes processor fees through without markup, and Brillay's pricing page states only that payment-processing fees are deducted separately from creator earnings, without publishing a card rate of its own. That's because Brillay sells individual paid requests and one-time support rather than a subscription, so there is no recurring schedule for either side to maintain.

• Brillay: Brillay states that payments run on Stripe, that creators connect their own Stripe account to receive money, and that payment-processing fees are deducted separately from creator earnings. Stripe independently documents that arrangement: "Express connected accounts enable your platform to manage payout timing, customize the flow of funds, and control branding," with Stripe handling onboarding and identity verification.
• What card rate actually applies: Stripe's US pricing page publishes a Standard rate of 2.9% + $0.30 per successful transaction for domestic cards, plus 1.5% for international cards, 1% if currency conversion is required, and 0.5% for manually entered cards (Stripe — Pricing). That page is the US rate card and is not automatically the effective rate on a connected account: Stripe's own Connect documentation notes that a platform's configured pricing "applies to direct card charges on Custom and Express accounts" when the platform is on interchange-plus pricing (Stripe Docs — Platform pricing tools), and Stripe publishes different rate cards per country. Treat 2.9% + $0.30 as the published US benchmark, and Brillay's pricing page as the authority on what Brillay itself deducts.
• GitHub Sponsors: "GitHub Sponsors does not charge any fees for sponsorships from personal accounts, so 100% of these sponsorships go to the sponsored developer or organization," while sponsorships from organization accounts carry a fee of up to 6% — 3% credit card processing plus 3% GitHub service processing. Organizations can avoid the 3% card fee by switching to invoiced billing. Payment processing is provided by Stripe under the Sponsors terms, but GitHub's published schedule — not Stripe's public rate card — determines the deduction.
• Open Collective: "Open Collective and your fiscal host do not add markup on processor fees," and Stripe, PayPal, Wise, and other processors charge their own. Payout-side costs vary by method: Open Collective's documentation puts a USD-to-USD ACH bank transfer at generally $0.39, while PayPal and Wise fees vary by country, currency, and amount (Open Collective Docs — Payment Processor Fees). Followers pay upfront as guests when they contribute, so every contribution arrives already paid for, and your bank details stay with Stripe rather than with the buyer.

Open Collective's organization pricing also changed in March 2026: new organization customers use activity-based subscription plans instead of the legacy 15% revenue-share model, and crowdfunding contributions are free for organizations when Platform Tips are enabled, with an optional flat 5% Crowdfunding Fee as the alternative.

Should the goal include perks or rewards?

No. Goals have no reward tiers or promised products; you may show an optional deadline, but it is only a countdown and does not create an all-or-nothing cutoff. Thanks belong outside the funding mechanic itself.

If you want to thank supporters, post a general thank-you or progress update without promising early access, products, or other benefits in return for a contribution. If you genuinely want to sell tiered access — for example, early beta seats in exchange for feedback — that is closer to Custom Work with a defined deliverable and delivery time than a goal, and is worth keeping as a separate, clearly priced offer. The distinction between a goal and a rewards campaign is covered in more depth in creator wishlist vs crowdfunding.

What's the risk of promising rewards or pre-orders instead?

Promising a specific reward or a pre-ordered product can pull a campaign under US consumer-protection rules that a no-deliverable goal generally does not trigger. The FTC's Mail, Internet, or Telephone Order Merchandise Rule requires sellers of merchandise to ship within the promised time, obtain the buyer's consent to a delay, or issue a prompt refund.

The FTC's own rule summary states that the Rule, issued in 1975, "requires sellers who solicit buyers to order merchandise through the mail, via the Internet, or by phone to have a reasonable basis to expect that the sellers can ship within the advertised time frame, or, if no time frame is specified, within 30 days," and that a seller who cannot ship on time "must obtain the buyer's consent to a delay in shipping or refund payment for the unshipped merchandise" (FTC — Mail, Internet, or Telephone Order Merchandise Rule, 16 CFR Part 435). Whether the Rule reaches a particular rewards campaign depends on how that campaign is structured and worded — a point worth putting to a lawyer rather than assuming either way.

Deception liability is the clearer risk, and it has been enforced. In its first crowdfunding case, the FTC sued a Kickstarter project creator who raised more than $122,000 from 1,246 backers for a board game, delivered neither the rewards nor the promised refunds, and spent much of the money on personal expenses; the payout imposed a $111,793.71 judgment, suspended for inability to pay.

"Many consumers enjoy the opportunity to take part in the development of a product or service through crowdfunding, and they generally know there's some uncertainty involved in helping start something new. But consumers should be able to trust their money will actually be spent on the project they funded." — Jessica Rich, Director, FTC Bureau of Consumer Protection, FTC press release, June 11, 2015

State consumer-protection law reaches the same conduct. In the 2012 "Asylum Playing Cards" Kickstarter case, a King County Superior Court commissioner ordered the campaign operator to pay $54,851 in total — $668 in restitution to 31 Washington backers, $31,000 in civil penalties at $1,000 per violation, and $23,183 in costs and fees — in what the Washington State Attorney General announced on July 27, 2015 as "the first enforcement action in the nation against a crowdfunded project that didn't follow through on its promise to backers".

The practical takeaway for an indie builder: a goal that promises no product or reward does not create the shipment-and-refund duties the Merchandise Rule places on sellers of merchandise, but the FTC Act's prohibition on deceptive practices still applies to how you describe what the money will fund. This article is general information, not legal advice; obligations vary by state and by exactly how an offer is worded, so ask a lawyer before attaching perks to a build-phase ask.

How do you keep supporters updated once the goal is funded?

Post concrete, verifiable progress against the exact line item you funded — a shipped feature, a screenshot, a changelog entry — on the same page or your regular build-in-public channel, rather than vague "still building!" updates. Supporters who funded a named cost can check for themselves whether the money produced visible progress.

If the scope changes significantly — the paid tool you funded gets replaced, or the timeline slips by months — say so plainly rather than letting the page go stale. A goal that's clearly marked as funded, with a note on what it paid for, is a better long-term signal than reusing the same open-ended ask indefinitely.

What else can pair with a build-goal?

A build-goal pairs with Brillay's other offers, which all sit on the same link and each answer a different follower intent: Tips for a one-time thank-you, Paid Questions for technical advice in writing, Custom Work for scoped paid work, and Brand Collaboration Inquiries for vendor and sponsorship leads. Keeping the four distinct is what makes the goal legible.

• Tips: Tips let a supporter send you a one-time amount to say thank you, with nothing to deliver in return, while the named build goal remains separate.
• Paid Questions: Paid Questions let a follower pay your set price to ask you one private technical or product-decision question, and you send back one written reply, privately (Brillay, How Brillay works, "One inbox for everything" section — vendor documentation).
• Custom Work: Custom Work lets you offer clearly scoped commissions and services: you set the price, the scope and the delivery time, and followers submit a brief and pay before you start.
• Brand Collaboration Inquiries: A separate inbox for tool vendors or platforms that want to discuss sponsorship rather than send a one-time gift.

Keep the goal itself narrow. Mixing "fund my hosting" with "also buy my code review" in one ask makes it harder for a follower to tell what their money is actually for.

How do you get a build-funding page live?

Name the specific build-phase cost, set the goal amount and a one-line description of what it funds, then link the page from wherever you already post build-in-public updates — a dev-focused X account, a Discord, or a newsletter. Creating the link itself is free. One link that carries every offer, with nothing to moderate and no community to keep warm.

Creators in 41 payout countries can connect their bank through Stripe and manage their earnings in Brillay.

Brillay's published setup steps for a support goal are three: create the goal and set a target amount, share it with supporters, and thank supporters as contributions add up (Brillay). A pitch deck, an audience-size threshold, and a completed product do not appear among the published requirements; the requirement Brillay does publish for any paid widget is a connected Stripe account.

Related reading: how to write a custom request offer covers scoping a paid deliverable if you plan to pair the goal with a priced service, and developers can sell code review and bug fixes covers a common paired offer for technical audiences.

Frequently asked questions

Is a Brillay goal the same as Kickstarter or Indiegogo?

No. Brillay's own feature documentation describes Goals as cash toward a stated goal with a progress bar and "no reward tiers, physical perks, or campaign deadlines to manage" (Brillay). Rewards crowdfunding, by contrast, sells a future deliverable, and sellers of merchandise ordered online fall under the FTC's Mail, Internet, or Telephone Order Merchandise Rule, which requires shipment within the advertised time frame or within 30 days if none is stated, the buyer's consent to any delay, or a refund (FTC — 16 CFR Part 435). A Goal keeps manufacturing and fulfilment outside the funding mechanic.

Do I need a minimum audience to set up a goal?

The requirement Brillay publishes for paid widgets is a connected Stripe account, not a follower count. A Goal has no minimum audience; how quickly supporters fund it will vary.

What if I don't hit the goal?

Brillay states that every contribution to a Goal is yours whether or not the goal is reached, unlike an all-or-nothing threshold (Brillay). A partially funded goal is not voided the way an unfunded all-or-nothing rewards campaign can be, and whatever amount comes in still goes toward the named cost.

Can I use this instead of a pre-seed round?

That depends entirely on your costs and goals — a follower-funded goal and outside investment are different instruments with different obligations (equity versus none), and this article is not financial advice. For small, nameable build costs like the $195 three-month Supabase-Vercel-Resend example, a named goal can cover the gap without giving up equity; for larger capital needs, a goal is not a substitute for institutional funding.

What does Brillay charge on a funded goal?

No monthly fee, you only pay a small platform fee when you get paid. 8% platform fee when a follower pays for work, 5% platform fee on tips and goals. Card processing is separate. Payment-processing fees are deducted separately from creator earnings; for reference, Stripe's published US Standard rate for domestic cards is 2.9% + $0.30 per successful transaction, and rates differ by country and by a platform's Stripe pricing configuration.

Create your free Brillay page and turn the people already watching you build into the ones funding the next stretch of it.