Cluely’s Roy Lee: Beyond Viral Hype to Sustainable Growth
In the rapidly evolving tech landscape, Cluely’s founder, Roy Lee, has become a prominent figure, known for his unconventional marketing strategies and candid insights. At the recent TechCrunch Disrupt 2025 conference, Lee shared reflections on the journey of Cluely, emphasizing that while viral marketing can catapult a startup into the spotlight, it doesn’t guarantee long-term success.
Lee’s entrepreneurial path began with controversy. As a student at Columbia University, he developed an AI tool designed to assist in coding job interviews, which led to his suspension. This incident became the foundation for Cluely, a startup that boldly claimed to help users cheat on everything by providing undetectable assistance during online interactions. The provocative marketing approach garnered significant attention, positioning Cluely as a disruptive force in the tech industry.
In April, Cluely’s audacious marketing campaign went viral, promising users the ability to cheat on everything. This bold claim attracted widespread attention, leading to a surge in user interest and media coverage. By June, the startup had secured a $15 million Series A funding round from Andreessen Horowitz, a testament to its rapid rise in the tech ecosystem.
However, Lee acknowledges that the initial strategy of launching a minimally viable product to gauge user interest had its drawbacks. I can’t say if it’s a mistake, but maybe we launched too early, he admitted during his Disrupt 2025 appearance. The approach was to release a basic version of the product and rely on early adopters to identify and expand its use cases. While this method generated buzz, it also highlighted the challenges of sustaining growth solely through viral marketing.
In late June, Cluely expanded its offerings by introducing an enterprise product aimed at enhancing sales calls, customer support, and remote tutoring. This diversification was intended to broaden the startup’s market appeal and revenue streams. Despite these efforts, the company faced challenges in maintaining its growth trajectory. Lee candidly shared, I’ll say we’re doing better than I expected, but it’s not the fastest growing company of all time.
Recognizing the need for a more focused approach, Cluely recently rebranded its product as an AI assistant for meetings. The goal is to become the premier AI note-taking tool for consumers, offering features like sending follow-up emails. This strategic pivot reflects an understanding that while viral marketing can generate initial interest, a clear value proposition and product-market fit are essential for sustained success.
Lee’s experience underscores a critical lesson for startups: viral hype can provide a significant boost, but it must be complemented by a robust product and a clear understanding of the target market. As Cluely continues to evolve, it serves as a case study in balancing attention-grabbing marketing with the fundamentals of building a sustainable business.
