The Superwall Podcast · 2025-12-23
Reid Moncada - He went from 0 to $150k by building an ai fashion app (no-code)
Reid Moncada turned Fitted, which began as a college laundry service scaled to 18 cities, into an AI closet app. He paid a fashion creator, Max, $20 a video before there was a product, then made him a co-founder with vested equity and rev share. Max's account drove ~95% of 500M+ views and 600K downloads, and the app has made ~$150K from subscriptions. Also covered: a 100K waitlist, testing features on TikTok first, ads behind viral organic videos, a Poshmark integration, a TaskRabbit deal, the Fitcoin token, and a plan to drop the hard paywall.
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Numbers mentioned
| Subject | Metric | Value | Quote |
|---|---|---|---|
| Fitted | revenue Lifetime subscription revenue of the app | USD 150K approximate | “App has made about 150k from like subscriptions.” |
| Fitted | views Lifetime views across the app's social content | 500M views estimate | “Probably over, like, 500 million.” |
| Fitted | share Share of distribution (views) that came from co-founder/creator Max's account | 95% estimate | “I would say like probably like 95% of the distribution was from from Max.” |
| Fitted | downloads From basically one creator account plus a few others | 600K downloads approximate | “Wow, so you got 600,000 downloads from basically one account plus a couple of other creators and influencers.” |
| Fitted | cpi Cost per download when putting ad money behind viral organic videos. Host quotes it from something the guest said before; the guest explains the method without repeating the numbers. | USD 0.01–0.15 approximate | “You've said that your apps have gotten downloads for a cent to 15 cents per download. That's kind of insane. How do you accomplish that?” |
| Fitted | creator pay Paid to creator Max before there was a product, on a sub-account (Fitted by Max) | USD 20per video | “we just had him like post like 20 bucks a video. That was like the first phase” |
| Fitted | views Typical views on Max's paid videos before the product existed | 20K–30K viewsper video approximate | “And he would get videos with like 20 to 30,000 views, and we didn't even have a product” |
| personMax, Fitted co-founder and creator, before the launch | followers Hyper-engaged fashion audience when the app was released | 50K–60K followers approximate | “He already had like 50, 60,000 uh followers that were hyper engaged on his fashion, his taste, and this tool that he was building” |
| Fitted | funding raised Raised from a friend to fly the team to a Palm Springs build week | USD 10K approximate | “I raised, like, 10k from a homie, and I flew everyone out for my team into a apartment in Palm Springs” |
| Fitted | views Video on day one of the Palm Springs build week | 2M viewsper video approximate | “that first day we woke up with a video that had 2 million views” |
| Fitted | count Waitlist signups after the 2M-view video | 100K waitlist signups approximate | “and then we threw on a waitlist, and then we got 100,000 people on the waitlist” |
| Fitted | cost 15-minute paid advice call with Nikita Bier, who advised building a mobile app | USD 1,400 | “we spent the 400 $1,400 on a call with in a 15-minute call with Nikita Bier, and that was his 2 cents” |
| Fitted | time to milestone Time to build and ship the mobile app after the web app stalled | 6 months approximate | “then it was it was six grueling months of just, like, locking in with my team and pushing out the the the mobile app” |
| Fitted | downloads Right after the mobile app launch, driven by a mega-viral video | 200K downloads approximate | “and then we get a couple hundred thousand downloads, you know, off the rip” |
| Fitted | count Rate of viral videos over the past year and a half | 1 viral videos/month approximate | “In the past year and a half, I'd say that we have a video go viral about like once a month” |
| Fitted | views Top outfit-generator video, read off screen by the host; guest later says 135M | 136M viewsper video | “This is a huge video, 136 million views.” |
| Fitted | views A repeat of the same format, read off screen by the host | 60M viewsper video | “Oh yeah. They did it again, 60 million views.” |
| Fitted | views First viral video, for the laundry service era (2020/2021): a simple screen recording of the site | 600K viewsper video approximate | “It was just like screen recording, backdrop of like our site, and here's like what it does, and it hit 600k like views.” |
| Fitted | count Cities served by the laundry service, without owning washing machines or vans | 18 cities | “scaled this to 18 cities without owning a single washing machine or van” |
| Fitted | count Clothing pieces uploaded to Fitted closets (over 2M) | 2M clothing items approximate | “There's, you know, over 2 million pieces uploaded to Fitted, right?” |
| Fitted | count Total value of clothes uploaded to Fitted closets | hundreds of millions of dollars estimate | “I have hundreds of millions of dollars worth of clothes uploaded to Fitted, right?” |
| Fitted | trading volume Daily trading volume of the Fitcoin token | USD 250K/day approximate | “Fitcoin, which is, you know, doing close to a quarter million dollars in volume a day” |
| marketFashion industry | market size | USD 1,000,000M approximate | “fashion is a trillion-dollar industry and everyone's closets are offline” |
| Breathwrk | followers TikTok account grown from zero around 2020 | 3M followers approximate | “I watched his TikTok account grow from, like, 0 to, like, 3 million followers on TikTok” |
| TaskRabbit | count TaskRabbit taskers to be enlisted to digitize Fitted users' closets | 20K–30K taskers approximate | “enlist their 20 to 30,000 taskers to uh tap in and help you, you know, digitize and catalog your closet” |
| TaskRabbit | rank Closet organization's rank among TaskRabbit tasks | 15 approximate | “So closet organization is a top 15 task on TaskRabbit” |
| benchmarkFollower range of creators worth partnering with early: good at views but not yet priced like influencers | followers Creators with 50-100K followers know their worth and expect bigger payouts or equity | 1,000–50K followers approximate | “There's also this like kind of bucket of creator that's like between 1,000 to like call it like 50,000 that might not be like a quote, unquote influencer, but they're good at making content” |