Ex-Googlers Pivot to AI: The Reinvention of Anything

Dhruv Amin and Marcus Lowe, former Google employees, co-founded a startup initially named Create, which successfully connected startups with freelance engineers and AI-powered coding tools. By September 2023, the company was operating at a $2.2 million annual run rate and was profitable from its inception. However, the launch of OpenAI's ChatGPT in November 2022 prompted a significant reevaluation of their business model. Amin noted that the advancements in generative AI could potentially render their original marketplace obsolete, leading to the decision to pivot.

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In October 2023, after extensive deliberation, Amin and Lowe decided to shut down Create, laying off half of their seven-person staff and terminating contracts with freelance developers. This decision was met with skepticism from investors, who questioned the viability of a business model centered solely on AI. Amin described the process as painful, stating, "We went back to zero, so that was hard."

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Following the pivot, the company was rebranded as Anything, focusing on developing AI tools that allow non-technical users to build functional applications without coding experience. The first product launched was an AI-powered tool for creating app components, followed by a more comprehensive solution for building entire online businesses, including backend systems. By April 2025, Anything achieved a $2 million annualized revenue run rate shortly after its relaunch.

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Amin emphasized the importance of timing in their decision-making process, stating that the rapid advancements in AI technology created both opportunities and uncertainties. He expressed confidence in the long-term potential of generative AI, despite concerns about its immediate capabilities. "I expected it would take about a year to get this technology good enough to build real production systems. In reality, it has taken about two," he remarked.

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The AI coding industry remains in its early stages, with mixed reviews for vibe-coding services. However, early adopters have successfully utilized Anything to create commercial applications, such as a mobile app for a hair salon and a dental hygiene tracking app. Amin noted that the company has achieved product-market fit, indicating a demand for their offerings.

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Looking ahead, Amin and Lowe are focused on execution and growth, hoping to capitalize on the evolving landscape of AI technology. Amin reflected on the uncertainty of their previous business model, suggesting that the marketplace approach may not have sustained investor interest in the current climate.

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Amin acknowledged the challenges faced during the transition, stating, "It took me and Marcus a very, very long time to both come to the conclusion [to start the business over]." He also highlighted the importance of their commitment to building a product that enables users to create real applications, regardless of their coding skills.

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• “Amin: We went back to zero, so that was hard.” — Dhruv Amin, Co-CEO of Anything

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• “This technology is advancing so fast and we're using it in more and more places, does it just make sense to build a new product?” — Dhruv Amin

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• “I expected it would take about a year to get this technology good enough to build real production systems.” — Dhruv Amin

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• “Now, I think we're just more in the [mindset]: Let's execute, let's take advantage of opportunity, and let's really grow it.” — Dhruv Amin

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While Amin expressed confidence in the future of Anything, he also acknowledged the uncertainty surrounding the pace of AI advancements. The mixed reception of vibe-coding services suggests a need for further validation of their business model in a rapidly changing market.

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