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Phase Secures $13 Million to Take on Figma with Advanced UI/UX Design Platform
On February 13 2025, Phase, a design platform focused on UI/UX workflows, has completed its beta phase after securing $13 million in funding from investors such as Gobi Partners, 500 Global, 42CAP, Palm Drive Capital, Shilling VC, SquareOne, WI Harper, New Economy Ventures, and Hive Ventures.
The company, founded in 2017 by Nick Budden, developed a WYSIWYG (What You See Is What You Get) editor that allows designers to build fully interactive prototypes without requiring manual coding or AI-generated code conversions. The software also provides production-ready UI code exports, reducing common delays between design and development teams.
Phase Launches New UI Animation and Interaction Tools
The first tool released as part of the platform is a UI animation feature. Additional features will be introduced, including UI interaction tools, a design editor, and automated code export. These updates aim to simplify common UI/UX tasks by reducing manual work.
Unlike many existing platforms that rely on AI primarily for converting designs into code, Phase integrates AI in ways that assist designers during the creative process. AI-generated functional interfaces based on user prompts are among the upcoming capabilities.
“Designers should be able to create prototypes that behave like real websites and apps. This approach allows for early user testing before any coding begins and enables direct code exports without additional engineering work,” said Nick Budden, CEO of Phase.
Phase's Launch in South Korea Targets Local Designer Communities
Phase initially launched in South Korea in May 2024. The decision to start in this market was based on how designers adopt new tools, which often happens within localized professional communities.
“When designers see their peers using a tool, they are more likely to try it themselves. This pattern tends to be regional, meaning adoption happens within specific markets before expanding elsewhere,” Nick Budden explained.
South Korea, home to an estimated 100,000 designers, was selected for its concentrated design community. Within weeks of launch, over 10,000 Korean designers had signed up.
Expanding into larger markets proved more complex, as design communities were more spread out. After encountering difficulties in replicating Korea’s growth model elsewhere, Phase adjusted its approach and opened a global beta, which resulted in increased adoption.
Phase has previously mentioned plans to introduce a new product in Taiwan. This release has not yet occurred but remains in progress.
“We’re getting closer to launch. The next product will focus on UI interaction prototyping and will build on the animation tools already available,” Nick Budden said.
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