on Universe

Disclosure: I work at Squarespace, so I may have biases. That said, I try to be objective in my analysis.

Universe has raised $17.3 million since 2014 and supports over 400,000 websites. It positions itself as the “easiest way to make a website” optimized for mobile-first creation.

Strengths

Onboarding Excellence

The setup process is streamlined with template previews that load quickly, and payment acceptance setup takes under 30 seconds.

Educational Guides

Short, animated tutorials effectively teach complex website-building concepts without text-heavy documentation.

E-Commerce Integration

Automatic payment processing is handled before users switch providers—a significant advantage over competitors like Wix and Squarespace.

Performance

The app feels remarkably fast with minimal loading times and thoughtful loading state design.

Mobile Optimization

The platform excels at creating responsive, mobile-friendly sites.

Weaknesses

Instagram Integration

The integration lacks transparency about actual functionality.

Explore Section

The section needs better curation and storytelling to feel relatable.

Customization Complexity

Website customization options create visual clutter for beginners.

Pricing

• 10% payment processing fee may discourage scaling businesses
• Universe websites only work on mobile—no tablet or desktop support
• “PRO” subscription ($120 annual minimum) lacks trial periods or monthly alternatives

Conclusion

Universe is polished and ahead of traditional competitors in mobile-first approach, with significant growth potential if it refines its payment infrastructure.