Should You Build Custom Code or Pay for a Subscription?

In digital marketing, this decision comes up all the time:

Do we hire a developer to build something custom, or do we sign up for a subscription that does the job out of the box?

On the surface, the choice seems simple. But beneath it are hidden costs—and hidden benefits—that can make or break your ROI.

The Temptation of Custom Code

When you talk to a developer, they’ll usually recommend building it custom. And why wouldn’t they? That’s what they know. If all you have is a hammer, every problem looks like a nail.

Custom code has some real benefits:

• It’s tailored exactly to your workflow.
• You don’t pay monthly license fees.
• You control the roadmap—you can make it do whatever you need.

But here’s the dark side nobody likes to admit:

• The upfront cost is higher.
• The long-term costs are unpredictable—documentation gets lost, bugs pile up, and if your developer disappears, you’re stuck.
• Every update, integration, or feature request costs more time and money.

What looks like a “one-and-done” project often becomes a permanent line item.

The Allure of SaaS

On the other hand, subscription-based SaaS tools feel easier.

• They’re ready to go out of the box.
• Documentation, tutorials, and community support are already built in.
• The vendor handles updates, bug fixes, and security patches for you.
• You can often start generating ROI faster because you’re not waiting on a build.

But subscriptions aren’t perfect either.

• Monthly costs add up, especially if your stack balloons.
• You’re locked into their roadmap and limitations.
• If pricing scales with your growth, it can get expensive.
• Moving off the platform later can be painful.

The Real Question Isn’t Cost

Most people stop the analysis at “Which costs more?” That’s the wrong question.

The real question is:
What am I actually buying?

• With custom code, you’re buying control and flexibility.
• With SaaS, you’re buying stability, documentation, and freedom from maintenance.

And here’s the key:

• If the solution gives you a competitive advantage (something unique to your business that sets you apart), custom code may be worth it.
• If the solution is commodity infrastructure (something every business needs, like email automation or analytics), SaaS usually wins.

A Cost-Benefit Lens to Use

When you’re weighing the decision, consider:

1. Time-to-Value – How quickly will this generate ROI?
2. Longevity of the Need – Is this short-term or permanent?
3. Total Cost of Ownership – Factor in maintenance, bug fixing, downtime, and opportunity cost.
4. Integration Ecosystem – Will it play nicely with the rest of your stack?
5. Compliance & Security – Who carries the liability?
6. Scalability – Will it grow with you without costs ballooning?
7. Exit Strategy – How hard will it be to move on later?

The Bottom Line

Developers will lean toward custom. Vendors will lean toward subscriptions. That’s natural—it’s their hammer.

But as a business leader, your job isn’t to choose based on preference. It’s to choose based on ROI.

• Go custom when it’s your edge.
• Go SaaS when it’s a solved problem.

Because at the end of the day, the true cost isn’t just the invoice.

It’s the distraction, the fire drills, and the opportunity cost of choosing the wrong path.