Cluely’s Roy Lee hints that viral hype is not enough

Roy Lee, the founder of Cluely, recently emphasized the importance of substance over social media buzz for startups aiming for long-term success. Speaking at TechCrunch Disrupt 2025, he acknowledged that mere brand visibility is insufficient for enduring growth. "I can’t say if it’s a mistake, but maybe we launched too early," Lee reflected during his presentation. Cluely made a splash in April with provocative marketing for a product that claimed to assist users in 'cheating on everything.' Lee gained notoriety after being suspended from Columbia University for creating a tool that facilitated cheating in coding job interviews. He redirected that fame into Cluely, which promises to help users by providing undetectable information during online interactions. In late June, Cluely unveiled its enterprise solution, designed for a variety of applications, including sales support, customer service, and remote education. However, just recently, the startup refined its focus, launching a new website that presents its offering as an AI assistant specifically for meetings. Lee stated, "Our goal now is to become the leading AI note-taker, starting with consumer use." Despite entering a competitive market, Lee highlighted features such as the ability to send follow-up emails. However, when pressed about sales performance and customer retention, he remained vague, stating, "I’ll say we’re doing better than I expected, but it’s not the fastest-growing company of all time." Cluely's ability to capture attention played a crucial role in securing a $15 million Series A investment from Andreessen Horowitz in June. A partner at a16z, Bryan Kim, praised Cluely’s potential to convert initial interest into paying customers. Initially, Lee reported a remarkable surge in annual recurring revenue (ARR), jumping from $3 million to $7 million within a week. Yet, four months later, Lee has become cautious about disclosing financial figures. He remarked, "What I’ve learned is you should never share revenue numbers." According to him, revealing performance metrics can backfire: "If you’re doing well, nobody will mention it, but if you’re struggling, that’s all anyone will talk about." In contrast, many founders in the rapidly growing AI sector are openly sharing their ARR figures, showcasing explosive growth as a norm during the AI surge. Cluely's journey thus far illustrates that while social media attention can generate interest, it is the quality of the product that ultimately retains customers in the competitive tech landscape.