Presented by Retool The logic used to be: buying software is cheaper, faster, and safer for most use cases. Building was reserved for companies with large engineering teams, deep pockets, and problems so specific that no vendor could address them. But now, the cost to code a piece of software has dropped to zero. Anyone can build their own software now, but enterprise and governance models have yet to catch up. Retool’s 2026 Build vs. Buy Shift Report, based on a survey of 817 builders, traces exactly how this shift is playing out.The cost curve changed; SaaS pricing didn’tTwo years ago, a custom internal tool might have taken an engineering team weeks or months and cost six figures. Today, an operations lead with the right platform can have a working prototype in a day or two. This structural shift is driven by AI-assisted development and the maturation of enterprise app-building platforms.Meanwhile, SaaS pricing hasn’t adjusted, still charging per-seat for generic software that requires customization and integration costs on top. When the cost of building drops by an order of magnitude but the cost of buying stays flat, the math changes for every company, not just the ones with large engineering teams.The data reflects this. Retool’s report found that 35% of teams have already replaced at least one SaaS tool with a custom build, and 78% plan to build more custom tooling in 2026.Workflow automations and admin tools are among …
