Durable or Wix: which should a UK service business choose?
Choose Durable if your website exists to bring in enquiries you quote and invoice afterwards: it generates the site from a prompt, bundles a basic CRM and invoicing, and bills on a rolling month in US dollars with no contract. Choose Wix if you sell online, or expect to, or may want a login or database behind the site: it bills a year up front on a sterling rate card.
Durable sells a rolling dollar bill for a site and the business tools around it; Wix sells a year in pounds for a site that can grow into a shop or an application. Neither lets you take the site with you when you leave.
Plans and pricing checked October 2026, and every figure below is read live from our pricing database and checked against each vendor's own pricing page. The full table and buyer's guide rank on published prices only. We may earn a commission if you buy through our links; it never changes the order.
Durable vs Wix pricing: a rolling dollar subscription against a year in sterling
Durable's entry paid plan is £19/mo (Launch). Its billing basis is listed as True monthly and its contract as None: pay for the months you use and stop when you like. An annual term is offered at a discount; the figure we store is the rolling monthly rate. It prices in US dollars (local pricing: No, US dollars only), so the pound figure above is a conversion at a recorded rate and will move with the exchange rate.
Wix's entry paid plan is £9/mo (Light), billed Annual only (contract: Annual, paid in full up front). Its plans page has no monthly option, so the monthly figure is the annual rate divided out and the bill arrives once a year. Its local pricing row reads Yes, genuine GBP rate card: the number on the plans page is the number on your statement.
Neither adds a usage meter: Durable's pricing model is listed as Flat plan price and Wix's as Flat plan price. What differs is term and currency: a season on Durable costs the months you used, a season on Wix costs the year, and only Wix tells you the bill in pounds in advance. Set Websites and Users to your real counts in the calculator above, and leave Own domain on Yes if you trade under your own name.
Who each one is built for
Durable's AI row reads Generates a site plus CRM, invoicing and AI content tools, and its integrations are listed as Built-in CRM and invoicing, limited third-party. Describe what you do, get a site, and find a customer list and invoicing already attached. Its templates row reads AI-generated, limited manual control and design import is No, so you steer a generator rather than arrange a page.
Wix's AI row reads Generates a templated site from a prompt. Beneath it is a conventional builder: 900+ templates, a design import row of Figma import (Wix Studio), and integrations listed as App Market (500+), Stripe, APIs. The AI hands you a first draft; then you are in an editor with an app marketplace beside it.
Neither lets you choose the model it runs on (Durable: Proprietary; Wix: OpenAI (ChatGPT) + DALL-E). When the vendor swaps models, your output changes and you are not consulted.
A brochure site or an online shop
This decides the matchup before price does. Durable's online store row reads No, on every plan. Wix's reads Core and above, which is a price as much as a feature: the shop is not on Wix's entry paid plan, so selling moves you up a rung. Set Sell online? to Yes in the calculator and watch: Durable drops out and Wix's estimate rises. If the shop is the point of the site, our Wix vs Squarespace comparison is the page to read next.
The backend draws the second line. Durable's is No app backend (site plus basic CRM and invoicing): pages and the tools behind them, nothing with a login. Wix's is Yes, via Velo (database, auth, backend code), so a members' area, a database or server code can be built if you or a developer go that far. Irrelevant for a plumber whose site exists to make the phone ring; decisive for a business whose site will one day take bookings with accounts behind them, because it saves a rebuild later. Both include hosting (Durable: Yes; Wix: Yes).
Free plans, your own domain and one plan per website
Both free plans stop short of what a business needs. Durable's free plan row reads Yes, but owner-only with no custom domain, and a custom domain arrives on Launch and above. Wix's free plan row reads Yes, publishes live on a wixsite.com subdomain with Wix branding, and its custom domain row reads Paid plans only (Light and above). Free is for trying the tool; the first paid rung buys the domain, the one asset here that moves with you.
Both price per website: Durable allows 1 per subscription and Wix 1 per plan, so a second site is a second plan. If you trade under one name and run a side brand under another, set Websites to the real count rather than reading the entry price as your price.
Neither exports the site (Durable: No; Wix: No), so leaving means rebuilding: an afternoon for a brochure site, far more if the site becomes the business.
AI limits, editor seats and support
Durable publishes its AI allowance per plan: 10 AI chats/mo (Free), 1,000 (Launch), unlimited (Grow). Wix's AI usage row reads Not published as a numeric limit, so treat its AI as a plan feature and ask what fair use means. Building is describe, look, describe again, so read Durable's allowance before you choose a rung.
Editor seats show the shape of Wix's ladder. Durable's team members are Owner only on Free, unlimited on Grow. Wix's are 2 (Light) to 100 (Business Elite), hard caps: logins are fixed by the plan, so set Users to everyone who will touch the site, including whoever updates the prices and photos.
Storage is Not published for Durable and 2GB (Light) for Wix. Support is Help centre (Free), priority live chat (Launch) on Durable and 24/7 chat and callback on Wix.
Durable vs Wix for a UK business: VAT, cookie consent and your .co.uk
Wix prices on a sterling rate card, so the figure on its plans page is the figure on your statement. Durable bills in US dollars: the pound figure in the table is a conversion at a recorded rate, the rate on the day your card is charged sets the sterling amount, and your card issuer may add a foreign transaction fee. If you are VAT registered, software bought from a supplier outside the UK is usually handled under the reverse charge. Ask your accountant how to treat the Durable invoice, and check what VAT appears on each receipt before you reclaim it.
Cookie consent is outside this comparison. Under PECR a UK site needs consent before it sets non-essential cookies, analytics included, and a banner whose only button is Accept is not consent. Test a trial site before you commit: does the banner hold analytics back until someone clicks Accept, is Reject on the first screen, and can you add a consent script to the page head on your plan?
Under UK GDPR the two differ. On Durable an enquiry lands in a CRM owned by your website vendor, so Durable is a processor you name in your privacy notice; get an export before you rely on it. On Wix a form submission lands wherever you route it, and you name that tool instead. On either, a newsletter box that quietly subscribes everyone who enquires is how a small site gets PECR wrong: make the marketing opt-in its own box.
Finally the domain. A .co.uk is cheap to register independently, and keeping it at your own registrar means neither builder can hold your address hostage when you leave. Confirm you are the named registrant and that you can get the transfer code on request.
The verdict
Ask where the money arrives: by invoice after the job, or at a checkout on the site. Invoice: take Durable, cancel in any month, and know how many AI chats you are buying. Checkout, or a login or database on the horizon: take Wix and budget a year in pounds. One tie-breaker: if several people will edit the site, read Wix's team members row before you commit.