Higgsfield Says It Could Reach $1 Billion in Annual Revenue

Video has become one of the fastest-growing areas of generative AI: improved models make it easier and cheaper to create realistic video content.

From Snap to "Unicorn"

Alex Mashrabov, 31, co-founded Higgsfield in October 2023. Before that, he spent four years at Snap, which acquired his startup AI Factory in 2019. Higgsfield launched its AI video platform in late March 2025 — and since then has attracted more than 32 million users and nearly 1 million paid subscribers.

In August 2026, the company raised $400 million from investors, reaching a valuation of $5.4 billion. Earlier, Higgsfield became the first Kazakh startup with "unicorn" status — its valuation exceeded $1 billion. The co-founders are Alex Mashrabov and Yerzat Dulat.

A Change in the Monetization Model

The company has Kazakh roots but is based in San Francisco, with a large engineering center in Almaty. Initially, more than 90% of Higgsfield's revenue came from subscriptions; now that source accounts for just over 60%. Mashrabov attributes this to the expanded use of the service on demand: existing business accounts are consuming more and more AI video. Over the past couple of months, he said, the company has reached cash flow breakeven.

Higgsfield is working to bring together on its platform around 35 image, video, audio and multilingual application models alongside its own technologies. This approach allows developers to switch between models depending on the task rather than relying on a single vendor.

A Response to Criticism

The company's rapid growth drew criticism earlier this year over aggressive marketing practices. In response, Higgsfield expanded its customer support team from two people in October 2025 to more than 40, and is working on transparency by using open workflows underlying the videos it showcases.

Higgsfield's largest market is the United States, followed by South Korea, Germany, India, the United Kingdom, Brazil and France. Mashrabov set a goal: in 2027, most consumer-facing companies in the world should be boosting sales with advertising created using AI and Higgsfield.