When to Build vs. When to Buy an Embeddable Content Builder

Deciding between building or buying an embeddable content builder is a pivotal choice for SaaS platforms aiming to create a strong digital content footprint. 

Why does it matter so much?

Because in today’s competitive landscape, digital content isn’t just a marketing asset—it’s a growth engine. SaaS companies need to consistently produce high-quality, branded content to boost visibility, engage users, and stay ahead of competitors. 

A powerful content builder can empower your teams to create emails, landing pages, and other assets quickly and at scale, without depending heavily on engineering resources.

But the question remains: should you build one from scratch or invest in a ready-made solution?

This infographic breaks down the key considerations in the build vs. buy decision, covering time, cost, scalability, maintenance, and more. It is backed by real-world stats to help you choose the path that best aligns with your goals and resources.

Feature-by-Feature Breakdown

When integrating a content builder into your product—whether you’re building it in-house or embedding a third-party solution—it’s crucial to evaluate a wide range of features in tandem, not in isolation. 

From customization options and developer flexibility to user experience, performance, scalability, and support for modern content types, every feature plays a role in how well the builder aligns with your product vision and business goals. 

Choosing the right fit isn’t just about ticking boxes—it’s about enabling your users to create engaging, on-brand content effortlessly, while keeping your development and support costs in check.

Here's a quick side-by-side breakdown to help you evaluate both options:

Cost of Developing a Content Builder In-House

Understanding the true cost of custom development is crucial. From simple apps to full-scale platforms, the price climbs quickly with complexity. The more integrations, features, and platforms you support, the steeper the investment. 

Here's a breakdown to help you estimate the cost—and why complexity is the biggest price tag driver.

Cost of Buying an Embeddable Content Builder Off-The-Shelf

On the other hand, purchasing a pre-built solution often involves lower upfront costs, typically through subscription models ranging from free to over $500/month. (Source: Zapier)

Note: SaaS content builder solutions offer an intuitive drag and drop interface, advanced customization options, and seamless integration with host applications, CRMs, ESPs, tracking tools, etc. 

Winner 🏆: Embeddable Content Builder

Time to Market

🚀 Building in-house often requires 6 to 12 months before deployment. (Source: Keap Case Study)

🚀 Buying off-the-shelf lets you quickly deploy a no-code building solution within minutes.

Maintenance and Support

🔧 Building in-house consumes up to 40% to 80% of the total software development cost.

(Ongoing maintenance includes updates, bug fixes, etc.) (Source: O’Reilly Media)

🔧 Buying off-the-shelf reduces internal resources required for these tasks because a white-label solution provider typically handles maintenance and support.

Flexibility and Customization

⚙️ Building in-house offers tailored solutions that align precisely with your business needs but may lack the broad feature set of commercial products.​

⚙️ Buying off-the-shelf provides a comprehensive range of features like:

• Drag and drop interface

• APIs & SDKs 

• Advanced customization options like appearance, themes, layout, custom JS/CSS

• Custom tools

• Custom blocks

• Dynamic content 

To extend the functionalities of the editor at a fraction of the cost of building them in-house.

So, after going through all of this, how do you decide what's right for you?

Here’s a quick comparison of when it makes sense to build from scratch—and when buying an embeddable solution is the smarter move:

When to Build Your Own Content Builder?

• You have a dedicated engineering team ready to build and maintain the content builder.

• You need full control over every aspect of the editor.

• You’re comfortable managing security, compliance, and hosting.

When to Buy an Embeddable Content Builder?

• You need a play-and-plug solution that integrates quickly.

• You prefer a tool that has already been tested for reliability and compliance.

• You want your team to be focused on the product, not maintaining an email/page builder.

Conclusion

After seeing the comparison and numbers, it might have become easier for you to make a decision on whether to build or buy an embeddable content builder. Obviously, both have their own perks.  

Building a custom content builder offers tailored solutions, but it demands significant time, financial investment, and ongoing maintenance. 

Conversely, purchasing an off-the-shelf solution like Unlayer's no-code builder provides a quicker, more cost-effective path with comprehensive support, allowing you to focus on your product and its core competencies.

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