Figma (FIG) Figma Make Adoption: ~60% of $100K+ Customers Weekly

Figma, Inc. (FIG) used its 2026-08-05 earnings call to lay out a full Figma Make adoption chain at one customer: a global financial institution cut prototype development time from a full quarter to a matter of days, then bought an enterprise AI credit add-on. The company still did not break out any revenue from the feature on its own [1].

What Figma Make is and where it sits in the business

Figma sells collaborative design software that runs in the browser. Revenue comes from per-seat subscriptions, and since 2026 from a second line: credits billed against AI usage.

Figma Make is an AI feature inside that product. The user does not draw the interface and does not write code. A sentence describing what they want, or an existing design file dropped in, produces a prototype that can be clicked through and kept editable, and that can be turned into a publishable web app. Since May 2026 it can also connect to the team's live production codebase and change the code there.

The people using it are not only designers. Product managers, engineers and marketers use it as well, and Cisco, Google, Lufthansa and 1Password were named as users on the calls. The feature sits in the core business, at the entrance of the main path that runs from design file to shipped product.

How adoption built up, quarter by quarter

Figma took Make out broadly first and started charging for it later.

The 2025-11-05 earnings call carried the first usage reading: Make opened to all users in July 2025, and by the end of September about 30% of the customers with the highest annual spend were using it every week [4].

Usage kept widening from there. In the fourth quarter of 2025, weekly active users grew more than 70% quarter over quarter, and weekly usage within that same customer group passed half [3]. By the first quarter of 2026 it reached about 60% [2].

Charging landed in March 2026, when AI usage began to be metered as credits. By the 2026-08-05 period, the feature had extended to editing customers' own production codebases, and the company for the first time used a single customer's add-on purchase to show that usage can convert into payment [1].

What the 60% figure actually measures

The roughly 60% is the share of paying customers with more than $100,000 in annual recurring revenue that use Make at least once a week; the prior quarter that figure was just over 50% [2]. It measures a usage habit. Reaching for the tool is not the same as buying a credit add-on.

The mix of users is shifting too. Of all Figma Make files created in 2025, nearly 60% came from people outside design roles [3], so paid seats are spreading from design toward engineering and product.

The clearest single result came from a global financial institution. During a month-long trial it held an internal hackathon across its product, design and engineering teams and cut prototype development time from a full quarter to a matter of days [1]. That is one customer's reading from one concentrated event. It is not an average across customers, and it is not a cost that Figma saved on its own operations.

The path to gross margin is still only directional

This usage eventually has to show up in gross margin, and on that route the connection remains directional rather than quantified.

The cost side has already surfaced. In the third quarter of 2025, gross margin was 86% and the adjusted free cash flow margin was 18%, and management attributed the pressure on both to the inference and infrastructure expense added by bringing Make and other AI features to the entire customer base [4].

The revenue side only began in March 2026, when AI usage started billing against credits and heavier users had to purchase add-ons separately. After the financial institution bought its enterprise add-on, its AI credit consumption grew 2.5x quarter over quarter [1], and the company attributed the most recent quarter's gross margin recovery to the first full quarter of AI credit billing.

Attribution stops there. Credits are not consumed by Make alone; features such as image editing are metered the same way [2]. Seat growth also comes from the base product. And the company has never broken out Make's own revenue or its own cost.

What is confirmed and what would settle it

What can be confirmed today: Make has formed a weekly usage habit among large customers, the people using it have spread from design into engineering, product and marketing, and at least one customer has run the whole distance from trial to add-on purchase.

What has not been quantified separately: what that usage is worth. The gross margin and subscription revenue the company discloses are both consolidated figures.

If Figma later states the revenue that AI credits bring in on their own, or their share of subscription revenue, and adds whether customers that bought add-ons stay on at renewal, this judgment becomes directly testable.

Application assessment

• Figma Make | Business position: core business | Deployment stage: limited production | Scope: company-wide | Value type: revenue growth

Sources

[1] Drillr · Figma, Inc. (FIG) · 2026-08-05 · Earnings call

"During a month-long trial of FigmaMake, a global financial institution held an internal hackathon across its product, design, and engineering teams, reducing prototype development time from a full quarter to a matter of days."

[2] Drillr · Figma, Inc. (FIG) · 2026-05-14 · Earnings call

"approximately 60% of customers with more than $100,000 in ARR were using MakeWeekly in Q1, up from over 50% just last quarter."

[3] Drillr · Figma, Inc. (FIG) · 2026-02-18 · Earnings call

"In fact, of all Figma Make files created in 2025, nearly 60% were created by non-designers. We're talking developers, PMs, marketers and others inside the company, broadly."

[4] Drillr · Figma, Inc. (FIG) · 2025-11-05 · Earnings call

"Our Q3 gross profit was $237 million, representing a gross margin of 86%. As we brought Figma Make and our other AI features to our entire customer base, the cost to serve these products and features impacted gross margin."