Affinity is now free: what Canva's move is making the industry debate
The design-software world was long dominated by expensive subscriptions and closed ecosystems. On 30 October 2025, Canva announced a decision that shook that balance: its professional design app Affinity is now free for everyone.
A short background
Canva had acquired Affinity's maker, Serif, in early 2024 for roughly $380 million. At the time the design community was anxious: would Affinity become 'Canva-fied'? The answer that arrived in late 2025 was more radical than expected. Three separate apps — Designer, Photo and Publisher — were merged into one unified app and made completely free.
The numbers say something
In the first week after the announcement, new installs passed one million; within a few weeks downloads exceeded three million. That scale showed the move wasn't a marketing gimmick. Canva summed up its reasoning plainly: there is no 'catch,' user data isn't sold, AI systems aren't trained on user content. AI features remain tied to the paid Canva ecosystem.
Why are designers split?
Reactions were a mix: shock, curiosity and — especially among freelancers tired of subscriptions — relief. Affinity's leadership said the move challenges the established order of the creative industry, that power, accessibility and ownership now come first. Many Adobe-tied professionals, however, remain cautious. Affinity is still a print-centric tool that doesn't cover end-to-end multimedia workflows like video, web and interactive prototyping. For studios, that means it can't single-handedly replace Adobe Creative Cloud.
The real debate: is the software or the mindset changing?
Free professional software drops the barrier to entry to almost zero. That means more people can access design — which some professionals see as devaluing the craft. Others argue the value lies in the designer, whatever the tool. The core question: does a tool being free cheapen the expertise of the person using it?
Dada Studio's view
We think the answer is clear: no. Clients don't buy a software licence; they buy a point of view, a strategy and the ability to make decisions. Affinity being free makes it easier for more people to start; it does not make it easier to build a coherent brand identity. As tools democratize, good judgement becomes more valuable than ever.
Whatever tool you use, your brand needs a clear identity. Shall we talk? Leave a brief.
