Should you build that internal ai tool — or just pay for it?

As indie hackers, we like to build. It’s how most of us got here.

We see a manual process or a repetitive task and think, “I could knock out a tool for that in a weekend.”

Especially now with AI — the barrier is lower than ever. A couple GPT API calls and suddenly you’ve built something useful.

But just because you can build it doesn’t mean you should.

Here’s a simple decision framework to figure out whether you should build your own AI tool or pay for one.

Question 1 — Will building give you an unfair advantage?

Start here. Everything else depends on this. “If we build this, does it give us a real, hard-to-copy edge?”

• If yes, keep going.
• If no, stop here. Buy something off the shelf and move on.

This one question eliminates most distractions. A lot of founders waste months building tools that look impressive but don’t actually move the needle.

Question 2 — Is this part of your customer journey?

If you passed Step 1, ask: “Will customers see, use, or rely on this tool directly?”

• If yes, building might make sense — controlling the customer experience can give you an edge.
• If no, buy something off the shelf unless there’s something uniquely yours about the process.

Question 3 — Do you have a unique context?

Ask yourself: "Does this tool rely on our unique data, workflows, or insights?"

• If yes, build it. Your unique data or workflows give you an advantage no one else has.
• If no, buy it. No point reinventing what’s already out there.

This is where most “we should build it” ideas hit a wall. If it’s just another generic feature, let it go.

Question 4 — Is “good enough” already out there?

Next, ask: “Is there an existing tool that does most of what we need?"

• If yes, buy it. If a SaaS tool covers 80% of your needs, grab it and save your energy.
• If no, keep going to Step 5.

Speed usually matters more than control. Don’t waste cycles rebuilding what already works.

Question 5 — Can you actually maintain this?

Before you commit, be honest with yourself: “Do we have the time, people, and systems to maintain this tool long-term?”

• If yes, build it.
• If no, buy it and keep moving fast.

A lot of founders underestimate the hidden cost of maintenance. Don’t let a side project quietly turn into a full-time burden.

Bonus tips to save yourself headaches

Prototype before you commit

If you’re thinking about building, start small. Create a simple version of the tool to test if it works in your environment, fits your workflows, and actually solves the problem.

A quick prototype helps you spot hidden challenges early — before you commit weeks or months to a full build.

Don’t over-engineer early

If you’re still pre-PMF or iterating weekly, optimize for speed, not control.

Monte Carlo’s CEO, Lior, learned this the hard way. Here’s what he shared on an episode of our AI Agent Podcast:

"We tried to build everything ourselves -- and it slowed us down. Now we focus only on the parts we're uniquely positioned to build."

When in doubt, buy it. Speed is of the essence.