I still pay for Kagi for its search but this has kind of been the problem from the beginning with their org.
- Search has been a breath of fresh air, I wish they dedicated more time to it.
- Orion...is ok? I use it off and on and it is fine but would rather have better search. The premise of the browser is nice but it feels like this could probably be a whole separate company or a purely open source endeavor. It has always been kind of clunky and not something I want to pay for.
- AI tools, I get the multiple pivots and I do believe that more recent advancements in ML/AI will make search a better experience but I do wish they had a little more focus.
- The t-shirts are weird and made me lose a lot of faith in their org. The way I look at it is instead of making their products better, they flushed a bunch of money down the drain for t-shirts and its offensive to paying customers who are paying because they enjoy the product and want it to become better, they don't want a t-shirt.
- I don't care about email, I don't care about other tools, make a great search experience first. Release all of the AI enhancements that you think will make sense, focus, focus, focus.
Edit: As I was adding my comment this post flagged and marked dead. Sometimes HN is weird.
Kagi founder here and I want to clarify the train of thoughts around Kagi printing and giving away 20,000 t-shirts for its users.
- Kagi is not a typical VC funded startup.
- It is company I bootstrapped by going all in (meaning I put millions of dollars of my money into it).
- After all these years building it, we are lucky to have such incredibly passionate user community.
- That community is 100% responsible for Kagi's growth as a business through word of mouth (Kagi does no paid advertising).
- We are also famously taking a firm stance against ad-tech, so conventional advertising is not something I want to do.
- To do something as crazy as to start a company that builds a paid search engine and browser you obviously need to be thinking out of the box.
So combine all of this together and I thought that sending a t-shirt to all the people who supported us along the journey made a lot of sense.
The only thing I did not count on is how difficult will be to pull this off as I did not want to settle with less than premium quality for these t-shirts. As a result they will be delayed (my best guess is July/August) and I apologize for that to our users. In hindsight, we probably should have opted out for something easier to pull off (someone mentioned a billboard on 101, that would certainly be much easier).
This did not jeopardize Kagi's finances in any way at any point, nor I would do anything like that ever (as I said I am all in and have everything to lose, so I run a fiscally responsible business). In fact, Kagi has turned profitable recently.
This has also not impacted our ability to hire (we went from 10 people twelve months ago to 25+ now) and it did not impact our ability to ship a great product (check Kagi and Orion changelogs). I would venture to say that most Kagi users agree that Kagi is getting better and better every week with great speed.
So would I do it again? Well let's wait and see what we have in store for hitting 50,000 members mark :)
I work in CX, you should listen to your customers. Your gut got you this far, but to be a profitable company you are going to need to consider the advice and concerns of your stakeholders. Based on your current description, you have two stakeholders (yourself + customers).
If the venture fails, you will ask yourself if you listened enough. Be proactive, address concerns, do not put yourself in a defensive position. Embrace change, be agile, and most importantly listen to your feedback.
Wish Kagi nothing but success, I would very much like a disruptor in this space. Best of luck to you and your team.
That reminds me of the faster horses quote I'm afraid.
Or you know, that all cell phones had to have a physical keyboard. Until they suddenly didn't.
[Never tried Kagi, but let the man do his thing.]
Maybe customers were wary of having 1 ton of steel barreling down the street. And there's no ergonomics in phones. Their prime quality is portability. Ergonomics has been sacrificed to convenience.
Iirc it was said that speeds over 30 km/h will kill you too.
A ton of steel bearing down at those speeds will do so handily.
...and to be clear, Hacker News is not a representative sample of their customers.
I am a customer and I learned about Kagi here. I assume many people are on the same boat, so I wouldn't be so sure about that.
Kagi has always explicitly gone after Hacker News readers as their target customer.
In fact, HN is the only place I’ve heard anything about Kagi. I’ve done my best to evangelize to non-HN friends though :)
If anything, I’m interested in what the evolution will look like as their customer base expands beyond HN types…
This is a forum where people respond well to practical explanations from thoughtful founders.
I don't know if the OP got what they needed from this reply, but I assume I'm not alone in being impressed by the humility and candor of the response and developed much greater affinity for Kagi from some of the specifics of what were said.
I want more companies to have communicative, principled management that invites a sustainable base of like-minded customers/partners and fewer companies that pretend they can please 7B people by radically changing their product every 3 months.
I read the email screenshots and the thread on Mastodon betwen Lori and Vlad. My takeaway is that this Lori person is trying really hard to shit on Kagi and not following reasonable social protocol. The CEO kindly tried to figure out if there were misconceptions, to which Lori responded with complete venom. There were so many better ways to handle this situation.
It's perfectly fine to publish critical and even scathing reviews, but one shouldn't expect that to happen in a complete vacuum free of response or recourse. Of course the Kagi folks are going to try to control the situation, and of course the CEO will reach out.
In a perfectly amicable outreach from Vlad, Lori dramatically escalates the situation by telling Vlad to stop harassing them and then goes on to post "evidence" of harassment. It's fair enough to ask for no contact, but to screenshot and plaster it all over social media like they have the high ground is such a gross and bitter move. Lori is the one that took a big public dump on Kagi, and they're the one acting entitled here. It's frankly egregious and disgusting behavior.
I didn't see any harassment from Vlad. Vlad is simply taking care of his company and his people. Lori is the one with no skin in the game that is acting like a jerk.
I am so sick of social media tarring and feathering, especially when it's so fake and artificial like this.
Lori is being an asshole.
I think I'm going to try Kagi now.
The only way a customer speaks is with money. If people like what you sell, you'll have more customers speaking with their wallet. If they don't then they tell you so by not purchasing what you sell. Internet commenters (such as myself) do not represent all customers or even a majority. People who are happy with a product usually see no reason to give feedback – especially when it's a small purchase. Likewise, people who hate your product wouldn't purchase it in the first place.
"Kagi does no paid advertising"
I remember Daniel King's PowerPlayChess channel recently started promoting Kagi, doesn't this count as paid advertising or is this deal something else?
You are right, we started doing that last week so technically we are doing marketing now.
It really does seem like you’re being a bit too unfocused Vlad.
Delivering high-quality search over the entire Internet, higher quality than Google, is something so complex that even if you were literally the worlds smartest person and all the other Kagi employees were number 2 to number 26, there would still likely be stumbles at least once a year on something.
Because there’s like a million gotchas hidden along the path to just reliably matching Google search quality circa 2010 in the 2024 environment. Let alone delivering a high-quality browser, AI tools, etc., on top.
Serving optimally performing ads to billions of global users is a radically different problem than serving optimal search results and accessory features to a self-selected 50,000 or 500,000 customers.
I'm not convinced it's actually that complicated.
Google search has been bad for a long time. It's clear they serve their customers (advertisers) quite well, but as a user of their search, they're not particularly impressive.
The biggest problem is a problem of scale: being the biggest search provider means Google are targeted by SEO, so it's harder for Google to sift out the AI-generated garbage--Kagi just isn't involved in the arms race that Google is. But as a user that's not my problem; I'm not going to tolerate bad search results out of some sense of "fairness" to a corporation. And Kagi is delivering real user-centered features which are, frankly, obvious, i.e. Google should be embarrassed that they don't let you filter/prioritize domains or search within lenses like Kagi does.
Please please please take Hacker News' opinions with a very large grain of salt. Many of Hacker News' users work at garbage AdTech companies and there are often people posting here who say things like "I for one enjoy targeted ads" (that's an actual quote). This place is not representative of your customer base.
I love what you're doing and will continue to support you at your Professional tier as long as you continue doing what you're doing.
If HN is not representative of the customer base for a paid search engine, then what is?
That's a difficult question, but I think we can pretty clearly say that a user base with a high concentration of AdTech workers is probably a bit biased against a company that is pretty clearly anti-AdTech.
The number of times I've heard people extol the virtues of targeted ads on this site is absurd. I've even heard folks here say that Google ads are more helpful than the search results as if that's a good thing. And these are far more common comments here than comments in favor of actually returning good search results or aligning your income with user interests.
I would think people in AdTech would be first in line to pay for a search engine that avoids AdTech. They understand how the sausage is made. They want the rest of us to use the AdTech products but they themselves are going to avoid them where possible.
How often do you think the CEO pf Delta Airlines flies in first class versus on a private jet? My guess is only often enough to gin up a little PR.
For my own business (epaper calendars), HN has been a great source of feedback from potential customers. People here are both direct and kind with their feedback.
The thing you have to keep in mind is that HN is a very specific niche of the Internet. But for a slightly nerdy, not mass-market, product like mine (or Kagi) this niche is a great place to grow.
You just have to be mindful to see the feedback through the lens of the fact that you're talking to a niche audience and keep an eye on what a broader market might be looking for if that's where you're planning to go
Keep going! Kagi is great. Years ago nobody thought Google could be challenged and that nobody would pay for search, yet here you are.
do they have a decent subscriber base? i thought it was still very niche
Somewhere between 20,000 (number of t-shirts sent out) and 50,000 (their stated next target). Not too bad for a startup but a drop in the proverbial ocean of search.
Because of adverse selection?
Users that are users because of marketing are somehow different?
I meant digital advertising, like ads in search engines and websites - stuff that has gone out of control and we are actively fighting against. I would consider a billboard or sponsoring a podcast for example.
Billboards on inbound roads to major US tech hubs, beyond just SF/NYC targeting bedroom communities with families, seem worthwhile.
As does some sponsorship a la the VPN ads my kids see constantly in content heavy educational videos.
I prefer internet ads to Billboards. Billboards are disgusting.
I agree there should be less billboards in this world.
Thanks for your response!
Honestly I get the T-shirt part this way. You got to Doo crazy stuff as a start-up. I also get that you try ai stuff. As long as you keep up de search.
However what scares me is the apparent lack of knowledge about privacy, gdpr and what is PII in a product that, to me, is all about privacy. Have one person in the company be an expert in privacy and GDPR etc and use their insights, since it is critical for your right of existence.
Sounds like a cool place to work. I'll check back for an opening in TypeScript / Rust backend.
As a "hard-core" Kagi user:
1) I legit can't fathom going back to Google or any other search engine. I don't know what I'll do if they go under.
2) Investing in integrating AI into their search is absolutely vital and I like a lot of what they're doing there
3) Everything else, including the insanity of the t-shirts thing, is a complete waste of time and money. I don't understand what their strategy is if it isn't to set money on fire.
I considered investing a small amount in them when they were raising a round from customers since I loved the search product so much. I too can't imagine going back to anything else, especially now that I have prioritized and blocked domains set up perfectly and added lenses, and this stuff works across desktop and mobile!
I've been mildly regretting not investing up until 5 minute ago when I read about spending 1/3 of that on the t-shirt factory.
The claim that's made in this blog - that Kagi 'owns a t-shirt factory' seems disingenuous, or lazy at best. Kagi's own blog says that instead of going with a major branded merch manufacturer/distributor, they chose to work with a small print shop instead. Nothing about blowing funds on an actual factory/print shop. "Owning a merch operation end to end" just means they're not paying some manufacturer to do production, warehousing, order fulfillment/drop shipping, etc.
I do not understand this distinction. Either they "own" the merch operation "end to end", or they don't. You can't have it both ways.
You can contract facilities or output percentage. You don't have to only "own it end to end" or not.
If you contract facilities then you don't "own" the merch operation "end to end".
Kagi's post says further down that they
Though it sounds like they don't actually own "a t-shirt factory", but rather a t-shirt distributor.
Presumably the tshirts are a marketing cost that they hope will lead to greater brand exposure and more subscribers.
They should've spent it on a marketing agency, because I don't know how a shirt which doesn't even have the name Kagi on it is supposed to give them brand exposure.
Or advertise on a billboard along Hwy 101 as you enter San Francisco.
I was giving them the benefit of the doubt up until this. Wtf? I’d be happy to wear a brand t-shirt “Kagi” and that’s it.
What an own goal. I’m sure it made sense to them but I’m worried they don’t truly understand their customer base.
Investing in better search is absolutely vital, and AI may be the right tool there, but I don't care about the AI. I pay Kagi to be a better search and informational retrieval tool, not to do AI.
It's not like they've gone all-in on AI though. Going through their changelog https://kagi.com/changelog it looks like they regularly make improvements to their core product and there've been a lot of significant QoL improvements in recent months. Just the Wolfram change alone has cut my need for Google significantly.
The one thing I really hope they put more work into is searching for local news. That's one of the areas where I still have to turn to Google.
I can't speak to the t-shirts. I was on duckduckgo before Kagi and also can't imagine returning there. I don't know what they're doing there but it's not improving. And yeah I am so with you on 2).
It seems like (again, t-shirts aside) Kagi is throwing a bunch of stuff at the wall to see what sticks. I hope they're having fun because I sure am.
I agree, but not necessarily that AI will make results better. Search engines already rely heavily on heuristics, and I really doubt that LLMs or vector databases are going to improve results in any combination. At best, they will overfit results to the lowest common denominator.
What I want is a search engine that supports full-text queries with exact matches. This quite literally no longer exists anywhere, and maybe that's because it just doesn't scale. Nevertheless, I would find a lot more value in a search engine that returns exact matches. Someone will probably reply saying that Kagi, DDG, or The Google do exact matches with quotes, but this is not true. When it works, you've just gotten lucky. At best, it will filter out inexact matches, but that doesn't mean it will actually return every exact match in the index.
Totally agree on all points. I don't believe I have the technical capability for it but both the fear of losing great search and the lack of direction has made me think about what it would take to replicate the search experience.
I agree with a lot of your sentiments, but we’re just in peak ai I think.
I agree pretty much verbatim. I don't see how anyone could criticize them for getting into the AI game as well or at least using a 3rd party AI software for some results. That would just be silly these days. I like Orion browser but to be honest firefox does what I need.
What changes you have in mind to search functionality? I feel like the core search is rock solid as is, but they address search quality reports on their feedback forums all the time.
To me, the AI features (and specifically how they are only used when you opt in per query) are enhancing search, and the time they have been allocating to those features has continuously improved Kagis utility to me.
Note: I subscribe to Kagi Ultimate, so I use some AI features that are not available in the base plans.
I love Kagi, I'm an early paying subscriber, but I think the quality of their results is overstated. Anytime you get past result #5 or so, the results just get _weird_. If you have to do deep research on something, you'll often get pages that seemingly have nothing to do with the query, or these class of pages that seem to be poor answers to common queries aggregated together.
DDG is like that. If it can't find any more matches it seems to spam random results.
I tried Kagi and really enjoyed it but the pricing tier doesn't sit right with me, it's not that much better than DDG for my purposes. All these monthly subs start to add up. I'd be happier if there was a lifetime tier.
I hope not to sound like I'm blaming you, but do you actually use the features that are unique to Kagi? Over time my manually configured block/lower/raise/pin list has continuously grown, quickly leading to higher and higher quality search results. I also have integrated custom lenses and bangs into my workflow more and more over time. I often end up searching seemingly very generic things and getting exactly what I'm looking for in the first or second result. Maybe my results after the first couple are weird too, but it doesn't really matter to me because I don't actually get very deep into results most of the time.
Search quality requires maintenance and continual tuning. It's not a one and done "add more functionality" kind of product.
Fair. I was trying to make the point that they are already dedicating time to continuously tuning based on feedback on their forums.
- Localized search is not a great experience
- Business listing search via maps is not a great experience. Maps and searching on maps are a more important endeavor than browser and email when thinking about the ecosystem.
- AI is definitely important but so far none of those features (afaik) have trickled down to non-ultimate users. From what I have seen, features have been removed from the regular plans.
- Remove reliance on using bing/google searches.
- Search is not a one and done operation.
I mean they could focus on actually building out their own search engine as an example? (i.e. moving further away from using Google and Bing APIs)
It's just a matter of focus with a team of that size.
Re the t-shirts: last time I checked the were private equity not VC and priced their product for profitability not growth.
Would you be upset if they had just donated that excess to charity?
So if I understand your comment, you are suggesting that they went and raised money to make t-shirts?
Not upset in the slightest, I love Kagi search and want to see it continue. Merch is a solved problem and there was no reason to bring it in-house and make such a big announcement around it.
I'm suggesting that self owned companies are allowed to and often do spend absurd amounts of their spare money on pointless things like marketing or internal transformations.
The difference they don't tell you about their internal accounting so you don't join the dots.
Start ups burn money on silly things like offices way too nice for what they need all the time. That's much closer to unethical than a company with no real duty to outsiders throwing away money.
I don’t see any claims that they are unethical. “Losing faith” seems to be being used more like losing hope or something. People are worried that they are doing things that seem a bit wasteful because they don’t want them to fail.
Maybe they wanted to make T shirts. Who knows. I don't get why people are up in arms about it.
Yes.
Would you be upset if they just paid themselves a higher salary?
Do you think they charge too much?
Do they charge more than you think it's worth?
Kagi’s killer feature is somehow managing to get literally every post about them featured on the front page of HN.
If they fail with all of the free marketing they’ve been gifted by this community I can only shake my head.
A lot of us either use them or have used them in the recent past
I'm actually looking forward for the t-shirt...
Orion is my daily driver and I hope they don't crush that. It has bugs, but it works.
I can't stand the randomness of how posts seem to be getting flagged more and more on HN. Seems like if a post is flagged and killed a reason should be given somewhere on the page by the flagger. Educate us on why our discussions should be off-limits, please. It would also be interesting to see if certain topics are always flagged by the same individuals and patterns emerge.
I'm a deep technical nerd, but I approach Kagi from a basic user perspective.
Things I love and can't live without:
- When I search for something, I don't have to deal with weeks of whatever I searched for coming up in ads on every web page I visit.
- I don't feel like "the man" is snooping on me in some sort of weird dark social credit score thing. (I literally got a call from Google once offering me a job based on what I'd been searching for. Flattering, but totally freaked me out)
- The quality is good for non-local things
- I'm the customer, not the product
- That makes things like blocking or enhancing sites possible
What I'd like to see improve:
- I don't want AI. I don't want summaries, I don't want hallucinations, I don't want assistants. I don't want it.
- Local results and map integration. When I click on a local result, actually having the map go to the result I clicked on. Currently this doesn't work well.
- Hours for local businesses.
I find myself still going to google for these things, and while it doesn't seem like a lot, aside from work stuff those kinds of searches are probably 80% of what I need. Where can we go for dinner tonight that's near by and still open? Who has all-you-can-eat deals near by? Where can I find some floating shelves to put in my office near by?
Those are all examples of things that Google does really well, and I don't have much luck with on Kagi.
I agree with the author that I'd rather see the quality there improve before AI features.
I'm a full Kagi shill. But I also want the stuff I like to remain stuff I like and reasonable criticism is the path there.
orion is the only browser i use on ios as it supports uBlockOrigin and a bunch of other extensions.
i’m glad they spent the time and effort on it.