It’s never been easier to build and launch software. AI can generate functional code, polish the UI, suggest a monetisation model, and help you ship something decent in a weekend.

But that’s not the hard part anymore.

The hard part is this: why should anyone pay for your software?

If there are a dozen clones that all look and feel the same, what makes yours worth paying for? What makes someone even try it?

The answer is trust.

Not features. Not speed. Not clever branding.

Trust is what gets you tried. Trust is what gets you paid. Trust is what keeps people around.

We’re entering an era where small tools are disposable by design. You can ask an AI to generate a to-do app or budget calculator and it’ll deliver something clean, responsive, and nearly indistinguishable from a dozen others.

If your app is static, low-consequence, and easy to replicate, it will be.

Some people will pay for convenience or aesthetics, but most won’t. And even for the ones who do, it’s not enough to build once and disappear. Trust still decides who they stay with.

When users choose software today, especially if it’s for something important, they’re not just evaluating features. They’re asking:

• Who made this?

• Will it keep working?

• Will they fix things if it breaks?

• Can I trust them with my time, data, or money?

That’s not about the tech stack. It’s about the person or team behind it.

Even perfect software can feel risky if no one is standing behind it. And high-stakes software can feel safe when it comes from someone users already trust.

This isn’t just about the product itself. Trust runs through the entire stack:

• Product: Users need to trust that it won’t fail them.

• Support: They need to trust that they will get help if they need it.

• Pricing: They need to trust that it’s fair and sustainable.

• Roadmap: They need to trust that the product will continue delivering value over time.

• Distribution: They need to trust whoever told them to check it out.

That last one matters a lot.

You might build something rock-solid. But if no one hears about it, or they hear about it from a source they don’t value, it won’t matter.

People trust creators. They trust curators. They trust platforms and newsletters that have proven useful before.

Distribution is not just about reach. It’s how trust gets delivered.

You either need to have or grow your own audience who trusts you. Or you partner with someone who does. That’s how you break through the noise.

This is also why clones with strong distribution can outperform originals. They ride the wave of someone else’s trust. Unless you own your audience or have your own channel, your product can be first and still lose.

When someone pays for software, they’re not just buying the tool. They’re buying:

• Confidence that it won’t vanish.

• Support when things break.

• Continuity of service.

• Values and alignment.

• Peace of mind.

That’s why trust becomes the real product. The thing underneath the features. The thing that makes people choose your version of the app when there are dozens to pick from.

If you’ve spent time in the indie dev or solo founder space, you’ve probably come across Pieter Levels. He’s known for building and launching profitable products at speed. Think Nomad List, Remote OK, and more recently, AI-driven products. None of them are necessarily groundbreaking in terms of functionality. What makes them work is the trust he’s built around himself.

People trust that what he builds will stay online. They trust that it won’t vanish overnight. They trust that if something breaks, it will be addressed.

It’s not just trust in the product. It’s trust in the person behind it, and the direct line he maintains through his personal distribution channels. When he announces something new, his audience is already listening.

If you’re building in the age of AI clones, here’s what matters:

• Make something people genuinely want. That might be a tool that solves a real problem. It might also be something they simply enjoy or believe in.

• Show people that they can trust you to stand behind it. That’s what turns software into something sustainable.

People won’t pay just because your software works. They pay because they trust it, they trust you, and they trust the channel that brought it to them. Trust isn’t something you can fake or prompt into place. You earn it by showing up, being consistent, and standing behind what you build.

You can't prompt trust.