Lightricks

The business model combines consumer apps, infrastructure software, and a B2B creator marketplace. On the consumer side, value is created by providing mobile and web tools for photo and video editing and AI-driven content creation, enabling users to produce social-ready media without professional equipment. These products are distributed via app stores and web, typically as freemium offerings where free tiers attract mass usage and paid tiers unlock advanced tools and remove restrictions.

On the infrastructure side, the company develops multimodal video models and exposes them as open weights and a managed API, creating value for developers, studios, and enterprises that need scalable AI video generation. In parallel, the acquired creator marketplace creates value for brands and agencies by aggregating vetted creators and providing campaign workflow, while offering creators monetisation opportunities. Revenue is thus diversified across high-volume B2C subscriptions, recurring SaaS or enterprise contracts, and marketplace/platform fees from brand-side budgets.

Lightricks is an Israel-based software company that develops consumer photo/video editing and AI video-generation tools, alongside a creator marketing platform. Its portfolio includes mobile and web apps for image and video editing, AI-powered media generation, and a SaaS marketplace that connects brands with creators for influencer and content campaigns.

The company generates revenue from paid subscriptions and one-off licences for its consumer apps, usage-based and enterprise contracts for its AI video models and APIs, and SaaS/marketplace fees from brand and agency customers using its creator marketing platform. Paying customers are individual consumers and creators purchasing app subscriptions or lifetime plans, and brands, agencies, and enterprises paying for creator campaigns and access to AI infrastructure.