Framer started in 2014 as a prototyping tool, founded by Koen Bok and Jorn van Dijk in Amsterdam, Netherlands. The company pivoted significantly in 2022, transforming from a code-based prototyping tool into a visual website builder that competes directly with Webflow. That pivot turned out to be a smart move — Framer’s growth accelerated dramatically.
The platform lets designers create responsive, animated websites using a visual canvas that feels closer to Figma than to traditional website builders. Pages are built using a freeform layout system where elements can be positioned and animated with fine-grained control. The result is websites that look and feel polished, with smooth animations and transitions baked in.
Framer includes a CMS for dynamic content, built-in SEO tools, form handling, localization support, and one-click publishing with hosting. The platform generates React-based code under the hood, which means the output is fast and modern. Framer also supports custom code components for developers who want to extend functionality.
The product has gained a strong following among designers and startups, particularly for marketing sites and portfolios. Framer’s template marketplace has grown quickly, with designers selling high-quality templates. The free tier is generous enough for personal projects, and paid plans are competitively priced. Framer has carved out a niche for teams that want beautiful, animated websites without diving into code — it’s faster to publish than Webflow for many use cases, though it offers less depth for complex web applications.
