Why we’re building Fluck
For nearly a decade, we’ve carried this idea to create a better website builder for artists and designers. Every time we needed to set up a website or online shop for a project, it felt harder than it should. The tools were either too complex, too expensive, or simply not the right fit. But each time we sat down to seriously evaluate building a new platform, we bottled it. The effort seemed enormous, and taking on the tech giants felt impossible.
Then things changed.
By 2025, Big Tech had stopped pretending to care. The mask slipped completely, cosying up to authoritarians, accelerating inequality, and turning creativity into content for their algorithms to sell more ads. More and more people began looking for alternatives. That shift in sentiment was our signal to finally build Fluck.
We reject everything Big Tech represents: black boxes, invasive algorithms, prioritizing shareholders over users, and pure corporate greed. We want to help reclaim the web that was once a place of genuine discovery and opportunity, before it became an extraction machine.
Is it still a massive undertaking? Absolutely. Do we still face Goliath-sized competitors? Of course. But now there’s something different: a growing movement of creators who are fed up with being exploited by platforms that don’t understand or respect what they do.
It’s still small, but it’s real, and that’s more than enough to fuel this journey.
Mick and Wout