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Expressive Animator is an SVG vector animation software that helps users create and export animated icons, logos, and illustrations. Users can import SVG, PDF, Adobe Illustrator files, and Figma designs, and animate them using easing controls, motion paths, masking, and other techniques. Expressive Animator also allow users to export their animations in other formats as Lottie, GIF, PNG, and video.

Comments (99)

theycameback · 32d ago

I like the look of this product, and will definitely take it for a test drive next time I'm working on a website frontend. Nice work!

I think the pricing page is misleading, due to how prominent the "lifetime license" verbiage is, without also clarifying what the "lifetime" includes.

I know the terms of the license are clarified in the "Will I receive free updates" FAQ, but that text is hidden in a accordion, third item down, on the bottom half of the page. Whereas "lifetime license" is mentioned twice above the fold, and "pay once, use it forever" is the H1.

Not having a subscription is definitely a selling point. I bought the Affinity suite because of it. But IMHO "lifetime license" is not the way to communicate that.

In comparison check out the pricing page of Sublime Text, Ableton Live and Bitwig Studio. All of these apps have a similar pricing model. (one time payment with updates included for a period of time). https://www.bitwig.com/buy/ https://www.ableton.com/en/shop/ https://www.sublimehq.com/store/text

Sublime Text uses the words "once off purchase" and immediately clarifies "comes with 3 years of updates".

As a software buyer, the words "lifetime license" for anything non-trivial is actually a turn off. We all know software takes effort to maintain. I actually scrolled down to the FAQ to read the fineprint hoping to see Expressive wasn't a true "lifetime license" product because I think it increases the likely hood of software becoming unmaintained

msarca · 32d ago

Great, thanks for the feedback! We'll revise the wording if it generates so much confusion. Drop me a line at support@expressive.app after you try it and let me know how it went.

mortsnort · 33d ago

This looks like a great product filling a gap in the marketplace. You mention a Affinity a lot in these comments, but not in your marketing. If people who like the Affinity model is your target consumer, maybe you should mention compatibility on the site. Affinity also offers a free trial, and perhaps you should too since you don't have a reputation. This product is also about the same price as an Affinity product, which feels too expensive.

msarca · 33d ago

Thanks for your suggestion! We provide a free trial https://expressive.app/expressive-animator/download/

mortsnort · 33d ago

Missed the free trial. Definitely make it clear there is free trial on the pricing page.

msarca · 33d ago

Will do, thanks!

lovegrenoble · 33d ago

Expressive Animator gives you the right to use the current version of the software (v1) in perpetuity and entitles you to receive free updates until version 2 becomes available (no planned release date currently).

So... is it the real lifetime license? What about the next versions?

msarca · 33d ago

When version 2 is out, you will have the option to upgrade for a fee or to continue to use version 1 for free for as long as you like.

vunderba · 33d ago

That's a fine business model (similar to Jetbrains) but your ad copy is a bit misleading:

From the pricing page:

"Enjoy the benefits of our lifetime license and get access to all features and upcoming updates with a one-off payment"

ktallett · 33d ago

It's not misleading, it's simply not factually correct or their intention.

Hard_Space · 33d ago

I think that this is a disingenuous use of the (legacy) term 'Lifetime license'. No-one who hasn't recently been screwed over by a software house like 4K Video Downloader [1] would think that 'lifetime' only covered the current lead version number.

A new term such as 'All version [n] updates included' (or something less clunky) needs to be found. At least one could Google it and understand the proposition, if its meaning was not clear - but 'lifetime license' is massively deceptive.

[1] https://reddit.com/r/4kdownloadapps/comments/1hbmdpn/really_...

ThePinion · 33d ago

The fact that every single person that brings this up is met with a form of "we don't see a problem, you're just reading it wrong" is a bad sign for the future of this project.

msarca · 33d ago

The product's value is not given by its pricing model, and the future is bright.

msarca · 33d ago

It is not, because you do get a lifetime license. Of course you don't get free "lifetime updates", but you can keep using the version you have paid for as long as you want.

robofanatic · 33d ago

So apparently it’s not your lifetime, it’s the lifetime of the software version. If you never upgrade then it could be your lifetime.

m-p-3 · 33d ago

It's always the lifetime of the version or the lifetime of the software, never your lifetime.

robofanatic · 33d ago

By lifetime I mean you can use it as long as you like without having to pay again. So it depends on how you get the software, if it’s web based then yes there may be a lifetime of the software but if you install it on your machine then you will stop getting bug fixes or security updates at some point but software itself won’t stop working until your hardware dies.

GlacierFox · 33d ago

Is this one of those lifetime purchases where I have to pay again in 5 years when the developers realise they regretted offering a lifetime licence?

shreddit · 33d ago

Their faq states that the license is valid for the current version (v1) and not for any future versions. So all they have to do is increase the version number when money is tight.

tonyhart7 · 33d ago

wow, that's a lot of life for "lifetime" license right?

darthcircuit · 33d ago

Meh, if they are following the affinity scheme, then a v2 would have a pretty good value add, and is worth it. I paid twice for affinity, and I’m still into the whole suite for less than a few months of creative cloud. Granted, this is one product, but I’d still much prefer a once off and upgrade fee vs a subscription.

ttd · 33d ago

I have no affiliation with this product or company. I'm curious about the options here from a business perspective.

A business has continual costs, which at the minimum may just be the ability to support a single developer's adult life. This app is selling itself once per major version, which judging by some comments here is somewhat unappealing. Many people are justifiably sick of subscription payments. I am also assuming many people would not appreciate e.g. an ad-supported version of something like this app.

So, what does that leave in terms of realistic business options? Are there any examples out there of a software business that succeeds in supporting its own development while helping its customers feel like they are getting their money's worth?

correa_brian · 33d ago

You have to charge for upgrades. It's not reasonable to pay once and expect lifetime updates. Subscriptions are annoying, but if you want ongoing support of course you have to pay.

ktallett · 33d ago

It can work if the updates are significant enough to warrant a new version.

mminer237 · 33d ago

I think selling by version is arguably the most ethical way to do it, maybe with a SaaS license option. I think the main thing is just be honest that that is what you are doing.

devman0 · 33d ago

I think JetBrains model is best with thier IDE. You purchase, and get one year of updates, if you don't renew you get a perpetual license at whatever update level your update license ended at, and you can restart at anytime.

This avoids games about what is or is not a "new version" or shipping minor updates as versions or any of that nonsense, it's just updates generally.

lemming · 33d ago

This isn't true for JetBrains any more, and hasn't been for ~10 years. They run on what is essentially a pure subscription now, with the caveat that if you stop paying, you can continue to use a version of the software. However, it's not the version you're using at the end of your subscription period, it's the version from 1 year prior to that. So if you stop paying, you will probably have to downgrade. See: https://sales.jetbrains.com/hc/en-gb/articles/207240845-What....

jdiff · 33d ago

Probably. Isn't Expressive also the people that touted being Open Source til that didn't live up to their unrealistic expectations?

msarca · 33d ago

We have exactly the same business model as Affinity.

vunderba · 33d ago

You might go and read the ad copy of Affinity (I own v2 of it).

  USD$164.99 One-off payment | excl. tax
  Get Version 2 of Affinity Designer, Affinity Photo and Affinity Publisher on 
  all operating systems, including iPad, for one low bundle price.

See how it explicitly calls out "Version 2"?

How about Cleanshot?

  $29 One-Time Payment
  One year of updates

See how it calls out "One Year of updates"?

Now let's look at Expressive:

  Enjoy the benefits of our lifetime license and get access to all features and 
  upcoming updates with a one-off payment.

Get access to all features AND UPCOMING UPDATES. Nobody is going to assume this is restricted to the current major version, and having this "gotcha" in the FAQ is going to come with some headache when customers discover "All upcoming updates" doesn't really mean what it says.

GlacierFox · 31d ago

Well you didn't make that clear in your initial speel about getting all future upgrades. You tried to pull a fast one, it didn't work, and now you'll have to back-track and clarify.

msarca · 31d ago

Yeah, it's called "listening to feedback", so don't get into conspiracies with what I have tried :))

GlacierFox · 31d ago

Haha. You knew what you were doing. You were trying to fish people in un an underhanded way by not making it clear that the one-time purchase isn't _actually_ a one-time life time purchase with all future updates for free. Take the L and move on.

msarca · 31d ago

You've read me like a book! When you grow up, you should become a detective. Or a business consultant, as you are equally good at figuring out why people buy stuff.

leptons · 33d ago

If Adobe buys them, then all bets are off.

dceddia · 33d ago

So many comments in here interpreting “lifetime license” as “lifetime updates”. Ugh. As a person with a one-time purchase product I feel the pain of trying to succinctly explain the idea of “one time purchase, comes with updates for 1 year / 1 major version”.

msarca - it might be worth looking at the wording on CleanShot’s pricing page. I notice they avoid the word “lifetime” entirely. I wonder how much confusion they still get.

gman83 · 33d ago

It's confusing because the pricing page literally states "Enjoy the benefits of our lifetime license and get access to all features and upcoming updates with a one-off payment."

msarca · 33d ago

What is confusing? Since the launch, we have released 10 updates, and we'll continue to release new updates until v1 reaches its EOL. Then, the updates will stop, but you will still be able to use the software. It seems pretty straightforward to me.

lemming · 33d ago

I sell software with a similar licence. I'd say that get access to all features and upcoming updates is incompatible with Then, the updates will stop. At a very minimum it's confusing, but it sounds fairly deceptive to me. I think being really clear about what users will receive is paramount, even if it ends up making the messaging confusing.

msarca · 33d ago

Thank you for sharing your opinion. The primary reason people buy Expressive Animator is its high quality. The perpetual license is just a bonus. It's sad to hear words like "deceptive" from a fellow entrepreneur, but don't worry, I've grown a thick skin over the last years.

enumjorge · 32d ago

> The primary reason people buy Expressive Animator is its high quality

You keep talking past people.

The feedback they're sharing is very simple. It's not super clear from your sales copy if my purchase gets me access to all updates forever, or if those are limited to the current major version. The way you're intending it to work is simple, yes, but your sales copy doesn't reflect that.

It seems like an easily solvable problem, tweak your sales copy to clarify, but instead you keep digging your heels. Fine, it's your company. I'm not a lawyer, but generally I'd be worried about making a bunch of sales if its not clear to my customers what exactly their buying. I don't get why you'd take such a chance when the fix is so simple, but again, it's your company.

lemming · 32d ago

I have no problem at all with your licensing model, I currently use the same one myself. I just think your messaging needs to be clear.

dullcrisp · 32d ago

Keep it up maybe in a few more years you’ll be able to take feedback without getting defensive about it.

Hard_Space · 32d ago

'Lifetime' not only has a Legacy meaning of 'updates forever', but is still used in a less disingenuous way by major products such as Plex [1]. The reactions you've got on this page are a clear indication to abandon the deceptive wording that you lead with (the truth being hidden in an accordian FAQ).

[1] https://www.plex.tv/en-ca/plans/

msarca · 33d ago

TBH, I'm a bit surprised by this interpretation, as we don't have this problem with customers. Maybe it's an HN thing. I think we were only asked once or twice about how updates work. I'll take a look at CleanShot though. Thanks!

dceddia · 33d ago

Have you hit the point where they have to pay again, yet?

My product was originally offered as “one time purchase, one year of updates”, and the customer confusion/anger didn’t show up until I offered a discounted early renewal over Black Friday a few years back.

msarca · 33d ago

No, not yet, but I'm confident our customers will not be confused. We'll see.

astro1138 · 33d ago

There's a Github link but there are no repos. How do I package this for my favourite Linux distro?

msarca · 33d ago

You can't, we don't support Linux, but someone here suggested Synfig as an alternative.

eliaspro · 33d ago

Alternatively, you might want to give KDE's Glaxnimate a try: https://glaxnimate.org/

secondbrain_io · 31d ago

Looking awesome! If it's not a secret, what's the reason for going with 1-time payment, besides subscriptions?

Maybe it would also be cool to allow 1-time download (many times, people just need to animate 1 SVG, but they don't wanna pay for full software). So let's say $10 for 1 SVG would be a great deal

msarca · 31d ago

Thanks! It's not a secret: we believe this model offers more value to the customer and better fits our vision. We tried subscriptions and had moderate success, but we never felt we were connecting with our users. There is no reason for users to pay us $10, as we offer a 7-day free trial, which is more than enough to animate one SVG. Also, we reset the trial every time we introduce a more important new feature so people can try and assess the software again for free. In the last 3 months we had two trial resets.

david1542 · 31d ago

Looks great! What would you say are the main differentiators compared to SVGator?

msarca · 31d ago

Thanks! Funny enough, I'm super-qualified to answer that since my partner and I made that software https://www.linkedin.com/posts/marius-sarca_coming-soon-the-...

Of course, in the meantime, they brought new features and regressions, but the core technology remained the same, so I have an excellent insight into that product. I would say that the main differentiator is the team behind the product. Ours is better, and your experience as a customer will also be better with us.

lukan · 33d ago

Is it a bit flash like in the sense, that I can script the whole thing easily?

pcmaffey · 33d ago

Will give this a trial, but just wanted to ask: does the svg export use SMIL or javascript or css? (If SMIL major props, I’ve been looking for a gui SMIL editor forever…)

sxn91 · 33d ago

All three options -SMIL, CSS, JS- are available for SVG export.

connecteev · 33d ago

Great work, but I have to ask. How is this different from Rive?

msarca · 33d ago

Thanks! We primarily focus on SVG animations, while Rive has its proprietary format and player. SVG animations run natively in the browser and don't require a player. By having their own format and player, they are not limited by standards and can, naturally, provide more features. Of course, this comes with disadvantages too, as users get vendor-locked. Also, they have a subscription-based model, while we offer perpetual licenses for a one-off payment.

alejoar · 33d ago

Looks really cool. I appreciate all the videos on youtube too!

socalgal2 · 33d ago

how does it compare to keyshape?

https://www.keyshapeapp.com/

mulitet4 · 33d ago

Hey, didn't know where else to say this, but your logo breaks on dark mode. Pretty sick software!

msarca · 33d ago

Thanks for the heads up! I'll fix it

jdiff · 33d ago

You'll also want to remove the GitHub link. It's been a long time since 2021.

msarca · 33d ago

Nope, I like that link!

jdiff · 33d ago

I'd be interested to understand why. From my perspective, it'll only get peoples hopes up before letting them down, which does not associate good emotions with your product.

storus · 33d ago

Cool! How does it differ from Animatron that had SVG animations for ~10 years already?

schnebbau · 33d ago

Lots of bitter nerds in the comments here for some reason. Who hurt you?

platevoltage · 33d ago

I was about to say. I'm just happy that I was able to start a trial without having to sign up for something. We are inundated with Adobe-style subscription nonsense in the modern day, and then when someone builds software and uses a classic trial/purchase model, we all start complaining about that too because we aren't entitled to an upgrade for when macOS 20 comes out 7 years from now.

brandensilva · 33d ago

Does this support animating with line offset dashes?

msarca · 33d ago

Yes, it does

iddan · 33d ago

So awesomeeee I always wanted something like this

msarca · 33d ago

Thanks! I'm glad you like it

gervwyk · 33d ago

I like it! Will give this a try, any free trail?

msarca · 33d ago

Sure thing https://expressive.app/expressive-animator/download/

svgmaker · 31d ago

I like the look of that - and I really hope it STAYS as a lifetime license.

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Show HN: SVG Animation Software

Comments (99)

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