An Update on Heroku
heroku.com
heroku.com
The launch of the multi language Cedar runtime in 2011 led to incredible growth and by 2012 we were drowning in tech debt and scaling challenges. Despite more than tripling our headcount in that first year (~20 to 74) we could not keep up.
Mid 2012 was especially bad as we were severely impacted by two us-east-1 outages just 2 weeks apart. To the extent it wasn’t already, reliability and paying down tech debt became the main focus and I think we went about 18 months between major user-facing platform launches (Europe region and eventually larger sized dynos being the biggest things we eventually shipped after that drought). The organization lost its ability to ship significant changes or maybe never really had that ability at scale.
That time coincided with the founders taking a step back, leaving a loss of leadership and vision that was filled by people more concerned with process than results. I left in 2014 and at that time it already seemed clear to me that the product was basically stalled.
I’m not sure how much of this could have been done better even in hindsight. In theory Salesforce could have taken a more hands on approach early on but I don’t think that could have ended better. They were so far from profitability in late 2010 that they could not stay independent without raising more funding. The venture market in ~2010 was much smaller than a few years later—tiny rounds and low valuations. Had the company spent its pre-acquisition engineering cycles building for scalability & reliability at the expense of product velocity they probably would have never gotten successful.
Even still, it was the most amazing professional experience of my career, full of brilliant and passionate people, and it’s sad to see it end this way.
It was a pleasure working with you bgentry!
I honestly find it a bit nuts, there's offerings that come close, but using them I still get the impression that they've just not put in the time really refining that user interface, so I just wanted to say thank you for the work you and the GP did, it was incredibly helpful and I'm happy to say helped me launch and test a few product offerings as well as some fun ideas
It absolutely boggles my mind that nothing else exists to fill this spot. Fly and others offer varying degrees of easier-than-AWS hosting, but nobody offers true PaaS like Heroku, IMHO.
I am forever grateful for the opportunity to work there and make it an effort to pass on what I learned to others.
> the greatest engineering team I've ever seen
How do these two things reconcile in your opinion? In my view , doing something quickly is the easy part , good engineering is only needed exactly when you want things to be maintainable and scalable, so the assertions above don’t really make much sense to me.
I remember when we launched that product we went to that year's PGCon and there were people in the crowd angry and dismissive that we would treat data that way. It was actually pretty confrontational. Products like that were being produced while we were also working on migrating away from the initial implementation of the "free tier" (internally called Shen). It took me and a few others months to replace it and ensure we didn't lose data while also making it maintainable. The resulting tool lovingly named "yobuko" ended up remaining for years after that (largely due to the stagnation and turn over).
Anyways, that was just a slice of it. Decisions made today are not always the decisions you wanted to be made tomorrow. Day0 is great, day100 comes with more knowledge and regret. :D
* You probably aren't going to need it, so putting the effort into scaling means slowing down your delivery of the very features that would make customers want your solution.
* It typically slows down performance of individual features.
* It definitely significant increases the complexity of your solution (and probably the user-facing tooling as well).
* It is difficult to achieve until you have the live traffic to test your approach.
* The simpler the interface for the user, the more decisions you can make behind the scenes. A good example here is "git push heroku". Not only is that something every user (bot or human) can run, it is also easy to script, protect, and scale. It keeps the surface area small and the abstraction makes the most sense. The code that was behind that push lasted for quite some time, and it was effectively 1-2 Python classes as a service. But once we got the code into our systems, we could do anything with it... and we did. One of the things that blows my mind is that our "slug" (this is what we called the tarballs of code that we put on the runtimes) maker was itself a heroku app. It lived along side everyone else. We were able to reduce our platform down to a few simple pieces (what we called the kernel) and everything else was deployed on top. We benefited from the very things our customers were using.
* NOTE: This one is going to be hard to explain because it is so simple, but when you start thinking about system design in this way the possibilities start to open up right in front of you. The idea is that everything we do is effectively explained as "input -> filter -> output". Even down to the CPU. But especially when it comes to a platform. With this design mentality we had a logging pipeline that I am still jealous of. We had metrics flowing into dashboards that were everywhere and informed us of our work. We had things like "integration testing" that ran continuously against the platform, all from the users perspective, that allowed us to test features long before they reached the public. All of these things were "input" that we "filtered" in some way to produce "output". When you start using that "output" as "input" and chaining these things together you get to a place where you can design a "kernel" (effectively an API service and a runtime) and start interacting with it to produce a platform.
I remember when we were pairing down services to get to our "kernel" one of the Operations engineers developed our Chef so that an internal engineer needed maybe 5-7 lines of Ruby to deploy their app and get everything they needed. Simple input, that produced a reliable application setup, that could now get us into production faster.
Anyways, those are just a couple.
Then life went on, I bounced around in my career, and forgot about Heroku. Years later I actually suggested it for someone to use for a simple project once and I could practically feel the other developers in the room losing respect for me for even mentioning it. I hadn't looked at it for so long that I didn't realize it had fallen out of favor.
> That time coincided with the founders taking a step back, leaving a loss of leadership and vision that was filled by people more concerned with process than results
This feels all too familiar. All of my enjoyable startup experiences have ended this way: The fast growing, successful startup starts attracting people who look like they should be valuable assets to the company, but they're more interested in things like policies, processes, meetings, and making the status reports look nice than actually shipping and building.
FWIW, the team that eventually created "Docker" was working at the same time on dotCloud as a direct Heroku competitor. I remember meeting them at a meet-up in the old Twitter building but couldn't tell you exactly which year that was. Maybe 2010 or 2011?
Sounds like something Steve Jobs observed at apple https://youtu.be/l4dCJJFuMsE?si=QOCBUqcUPWu8AsAX
People recommend invidious and piped but they are starting to have issues.
This video is archived on wayback machine (archive.org) and I feel as if that might be the best way to watch this video right now.
https://web.archive.org/web/20260207024055/https://www.youtu...
Edit: I have also uploaded it on preservetube when I got interested in what are some wayback machine alternatives (given that wayback machine suggests to not upload videos given storage constraints unless absolutely necessary)
So I found preservetube which is sort of intended for this and uploaded this video on it
I disagree, I think the folks just did a sloppy job of "let's bungee strap it all together" for speed, instead of more serious planning and architecturing. They self-inflicted the tech debt on them and got drowned in the debt interest super fast.
I worked for a different part of Salesforce. I don't really feel like Salesforce did a ton of meddling in any of its bigger acquisitions other than maybe Tableau. I think the biggest missed opportunity was potentially creating a more unified experience between all of its subsidiaries. Though, it's hard to call that a failure since they're making tons of money.
It could be a case of post-founder leadership seeing that there's not a lot of room for growth and giving up. That happens a lot in the tech industry.
Proceeds to not be clear about what this means for customers.
Our Pardot leadership translated for us and provided the necessary context: Pardot is being killed. The plan was to start building the product that would replace it, stop selling new contracts, rename Pardot in the meantime so the change wouldn't be as noticeable, and in a timeline of "by 10 years from now" Pardot wouldn't exist anymore.
This is Salesforce for "last call for the lifeboats, we're gonna capsize the boat."
If you are paying month to month and actually check the Terms of Services of those services, most of them can shut down instantly without notice as long as they stop billing you.
A whole lot of Heroku's best features shipped after they were acquired. They had a pretty good run under Salesforce for the first few years.
It would be interesting to hear a full oral history of when and where things went wrong after that. I expect the original founders leaving was a major factor.
ie, life support.. bit rot will set in, they are dead.
I was a free customer at the time. I pay for it happily now.
We offer the same default simplicity/speed, but with the ability to go deeper once teams hit scale, cost, or workflow limits. Plus a pricing model that stays understandable and improves as teams scale rather than punishing them for it.
Fair warning: the website is pretty light right now. It’s mostly a placeholder while we prep a broader push over the few months. Happy to answer questions here if helpful.
Baffling
So basically heroku will fix whatever is broken, but don't expect any new features or development.
Otherwise IMO such an odd word choice. Definition:
>> providing physical or mental strength or support
It means they're transitioning to the absolute minimum to keep it alive and nothing more. That could, in worst cases, mean firing everyone except one guy, or using AI to keep it alive.
The seeds of this outcome were planted years ago when sales comp plans changed. When a sales rep can hit their target by simply converting the way an existing customer gets billed, none of them look for new business. Don't need new leads. Don't need to win competitive deals. But finding new customers and losing opportunities are the only things that signal/drive innovation. But from a budgeting perspective, why increase investment in a product that already hits/exceeds their sales targets?
Over time sales targets get met, but the product doesn't advance. By the time all existing customers that can convert have converted, the product is no longer competitive. Like bankruptcy, it comes gradually, then suddenly.
In every single company I've worked for in the past 15-20 years in this capacity the biggest focus was to exit heroku as quickly as possible. The reason: Price. You don't get to charge a premium for tooling, especially not when open source tooling exists that lets you use cloud providers without paying "the Heroku Tax".) Is Heroku still using AWS/any cloud provider? They should have rolled their own infrastructure decades ago. Alas, they got bought by a shit show of a company.
(Note: I stopped working in 2023 due to health, and much of my early career was ASP/PHP/.NET)
Feature and experience-wise, we were always really happy with heroku.
I don’t know if this fits with the “salesforce purchased and let stagnate” narrative that nearly everyone here is pushing.
Salesforce acquired them and just let it die, baffling.
This is a common misconception, but it's actually not true. The reality is even more bizarre.
Most of Heroku's successful years came after the acquisition, not before. Heroku was acquired extremely early in its lifecycle, and Salesforce does actually bear responsibility for investing in it and making it the powerhouse it became. Most of what people remember as the glory days of Heroku came long after the acquisition. And in fact, at the time of acquisiton, Heroku was nowhere near as competitive as a product as it later became.
It was only much later on that Salesforce began to pull the supports out from underneath it, leaving it to fall behind and become what it is today.
The narrative of "BigCo™ acquires startup, then leaves it to wither and die" is a trope because it is very commonly true, but it's actually not what happened in this particular case.
So much of the value was already delivered in that simple `git push heroku master` which gave you a container + load balancer + a database. The vast majority of people didn’t need more. And of those that were left that did far too few of them were willing to suddenly start paying $32/mo per dyno (you just gave me one for free! I only want one more!) or make the jump to multiple hundreds of dollars for a database.
Read any of the threads about Heroku over the years. The biggest complaint is always “it’s too expensive”. Even when a large percentage of what was on people’s bills were add-ons like databases, new relic, redis, logging, etc (i.e., not Heroku).
The result of suddenly needing to hire devops should be to get a convenient setup, but then do you really still need the whole devops team? And if you don't, then hiring them for limited time might come at a cost (hiring freelancers or consultants).
I feel like that's Fly.io now. They took all of the great things about Heroku but also dramatically improved and added new capabilities...while improving on pricing, particularly for lower traffic stuff. Love Fly.
To my understanding there was a runway-growth problem. Could the founders raise and spend (efficiently) enough money quickly enough to keep the business viable? It would be a big gamble and the alternatives were to shut down (no way!) or sell. So they sold.
Rackspace wanted to take Matt’s and Jason’s know how (plus customer base) and go big, really big! That defocused our efforts a bit, plus there were corporate integration headaches (though not too bad). Eventually Linode, already a competitor, and later Digital Ocean filled the void.
I remember being excited by the merger because well, Rackspace had such a fantastic reputation at the time. People still tell stories about their service. The Rackspace Cloud was just up against an absolute monster in AWS and never really became competitive.
I also love Fly, but they were missing easy managed databases (which always seemed like the main reason to use Heroku to me). And now they have them they're very expensive (even compared to Heroku). Which is a shame because their compute is very cheap.
We're doing Managed Postgres now (MPG), which is what we should have done to begin with, but it took us for-ev-er to get here.
I'd be glad to stand corrected but AFAICT this is the only sentence that describes the change. All other say "nothing is changing in [some area]".
Trying to downplay something to that extent immediately raises suspicious that this something (the change) is much more profound that what is stated.
There is no way they can avoid this kind of public notice.
Decided this is the time to make the switch over to AWS. They've been rather painful with cancellation. They required all dynos be downgraded to "Eco". Fine.
But this downgrade also incurred another $5 charge which they now required me to pay to remove the credit card. It's not much, but this is shady af.
The billing language has become increasingly shady over the years. Basic is "~$0.010/hour, Max of $7 per month". Eco is "~$0.005/hour, Flat fee of $5.00/month". But in reality, you're just being charged a flat $7 or $5 either way. Eco is visually shown as the "free" option, except it's not free at all.
I'd love to just keep using Heroku and paying some flat rate; we were talking about putting some more work & funding into the project and maybe scaling it up to thousands of users. But I have no idea what Heroku can actually scale to and how much it costs. AWS etc are also not that clear on costs, but at least their specifications is a little more detailed than "Superior performance for your very large-scale, high traffic app"
Pretty illuminating reading the thread from 2010, it was big news at the time.
Generally I would avoid promoting myself but in this situation I think it fits the topic. I'm co-founder of a Platform-as-a-Service based in Europe named Ploi Cloud [0]. We focus on web applications working on NodeJS and PHP but would be open to other platforms if people need it. Heroku has always been a source of inspiration to me so if you are looking for an alternative and care about it having a strong European presence please check it out. (We do have a US location too!)
Now I deploy at my leisure with stuff like Dokku, or Kamal, directly on a 5 bucks VM on a fresh Linux box in 10 minutes flat. I wrote a nice web app that wraps around Dokku and manage the stack much in the same way I did before with Heroku... I'm much happier and I learned a ton on the way.
it sounds pretty clear that it's in maintenance mode
A few alternatives to consider
- https://render.com/ - this is very close to heroku
- https://coolify.io/ - My personal favorite. It's slightly more involved, but you can run it on any hardware like hetzner and save a boatload.
All this blog post can do is make people nervous and lead to customers moving elsewhere. Revenue will drop, and further compound their desire to not invest in the platform. What's the benefit/upside in publishing such an article?
Since they're no longer accepting new enterprise clients, maybe this is intentional.
Now Heroku and GitHub have been gutted in spirit by their acquirers, which is such a damn shame for our field. We still have Stripe and Apple to some extent, and maybe some new places, but I personally feel a real sense of loss from Heroku and GitHub exiting their status as places you could admire.
With each new generation they fall behind.
> Enterprise Account contracts will no longer be offered to new customers
> Enterprise Account contracts will no longer be offered to new customers
Seems contradictory or I just don't understand how they do product management.
My opinion: Heroku had its time but then stagnated heavily in keeping up with what was going on around it. With the rise of Container as a Service platforms there now were a multitude of more cost-efficient and flexible alternatives which were comparable to the service Heroku offered.
Seeing them now chasing AI as a "me too" after being acquired by Salesforce just shows that huge companies will acquire something then sit on it for years and let it rot.
Stolen from https://www.reddit.com/r/webdev/s/6U8jJJRzBC
Heroku pioneered what a PaaS could be, alongside Cloud Foundry and others, so I’m genuinely sad to see it go down like this.
We built Northflank because we saw enterprises wanting to deploy workloads in their own VPC with Heroku-level simplicity. Over the past 5 years, our mission has been solving the graduation problem where companies outgrow their PaaS and have to eventually migrate.
Northflank runs in your VPC (AWS/GCP/Azure/OCI) with the same git-push experience. We have customers ranging from small startups to governments and public companies who would've otherwise built their own internal developer platform. They either use Northflank as-is in their own cloud or use our API to build their IDP on top of it.
Most common use cases are preview environments and production workloads. Happy to answer questions and throw in some credits if you're evaluating alternatives.
Seems to be the sticking point for a lot of people, myself included.
northflank supports the same buildpacks that you run on Heroku, so it should be fairly straightforward.
we have these docs for a more detailed walkthrough:
1/ https://northflank.com/docs/v1/application/migrate-from-hero...
2/ https://northflank.com/blog/how-to-migrate-from-heroku-a-ste...
I've had pretty good luck setting up logical replication from Heroku to the new provider and having a 10-15 minute maintenance window to catch up once it's in sync. Might be worth considering.
You might also want to add a warning about Postgres versions. There's some old bugs around primary key hash functions that can cause corruption on a migration. I've seen it twice when migrating from Heroku to other vendors.
For a company like Northflank, I'd expect actual production-grade documentation for migrating, not instructions that are only applicable to a toy app.
Pour one out for Heroku as they were truly a revelation back in the day and one of the most magical experiences ever on first run.
I moved things to Render a while back, and then to my own Hetzner server (I built kind of an open source Vercel clone for that reason [2]).
I'm not quite sure any of these platforms are going to be relevant 5 years from now when you can summon your own DevOps AI agent. At the very least it's going to be incredibly difficult to justify the premium on top of AWS.
It supports all the quality of life features like opening a shell via a cli, which I found was one of my favorite parts of Heroku (canine run —myproject /bin/bash)
Been fortunate enough to get a sponsorship from the Portainer folks, which allows me to maintain and develop full time!
Any poor valuation or negative news can tank the stock price harder than dealing with it privately.
we've been loyal heroku customers for over a decade. should have switched off long ago, but as a small team, it was too valuable. such a shame.
We've had a bunch of people migrate over from Heroku in the last couple years, especially after they killed the free tier.
The main difference from other alternatives is that you don't write any infrastructure config - you just declare what you need in your code (databases, cron jobs, pubsub, etc) and Encore handles provisioning it in your AWS/GCP account (works locally as well where local is 1:1 to your prod env). So there's no Terraform to maintain or Docker setup to mess with.
If you're looking to move off Heroku it's pretty straightforward, most folks get their app running in an afternoon. Happy to help if you run into anything: https://encore.cloud
It's been a butchered acquisition and missed opportunities along the way. And now it ends up just like Microsoft's Skype.
I think it's fair to say that, if not for Heroku, I would not have had a career in software. I learned how to code web apps from books, and had a breakthrough when I discovered Rails (in 2009 I think?). But for the life of me I did not understand how to deploy a Rails app.
I bashed my head against that wall for a while, then found Heroku, and it just worked. That let me ship a product when I barely knew what I was doing, which let me keep building and learning, until eventually I didn't need Heroku anymore. But I still always liked it, because I never enjoyed thinking about infrastructure.
RIP Heroku, you were legendary.
I've been building Frost https://github.com/elitan/frost, open source and self-hosted. Same idea, git push to deploy, automatic SSL, custom domains, but on your own VPS. Docker-native, no vendor lock-in, no pricing surprises.
The angle that's a bit different: it's designed for AI coding agents. Simple config they write correctly, clear errors, no K8s complexity to hallucinate. You give your agent the install URL and it sets up the whole server.
Yes, I know they had one truly horrible year. But, they righted the ship.
I worked for a company that ran 10bn in revenue, with thousands of users, and Heroku just hummed along. It ran our business.
The benefit to us was the lack of problems that occurred at deploy time. Heroku's orchestration of removing old dynos, adding new dynos, and their network control was spectacular. DB's were updated, or patched, without downtime. It truly was impressive.
We moved to a combination of AWS and on-prem, and the overhead of providing what Heroku previously provided is quite large.
I'll remember it fondly, and miss it a bit too.
I primarily worked on PoC/MVP development where I worked to bring ideas to something barely tangible. And Heroku's free tier decisions meant it was a barrier for developers to develop on their platform. Pay first, develop later. It was like the rest of the industry.
After that, I just exited containerized platform-based application development entirely because convenience and having that weird developer philosophy "I must not pay because I can find a way" was less of a reason than sustainability. For me, containerized application platforms was about POC and MVP. If there was growth then me or the client can pay for the convenience. But if there was nothing, pretty easy to delete the project.
Then I committed to replicating the Heroku experience with a small VPS, backing up via rsync, and moving from PostgreSQL to SQLite. I can even charge clients for hosting (+ maintenance) on my VPS.
I do not know, to me containerized application platforms are limited by commercial challenges rather than technical ones. I see tons of containerised application platforms, but the trust has eroded because of a single company.
I have changed my development facility and laid the groundwork to not commit to these platforms. Sustainability over convenience.
Sure, I understand and respect folks at fly.io, render, railway, and even the open source variants of these companies (Caddy etc.). But there is no sustainability guarantee for these platforms. It was not just about the "free tier", to me it transcends to a philosophical point about building applications in general. Sure, there could be a new era with AI making MVP/PoC development easy through hosting in containerised applications, but that is a tangent point.
If Heroku were doing everything right, there would not be a dozen application platforms out there, but they made mistakes and, in my opinion, made the entire containerised application platform model untrustworthy.
Reading the comments, it turns out the blog post says nothing.
Reading the between lines, Heroku is being deprecated.
Although I would consider, _when possible_, using Vercel or Netlify.
Of course you can do both with both of these services.
I guess the best way to interpret this is that they are killing the platform over time but they don't want to kill it right now since money is still coming in and it would make too many customers mad.
Heroku may die but the ideas Heroku executed on and brought to life will continue to prosper... so long Heroku!
The Story Of Heroku With Adam Wiggins, co-founder and former CTO of Heroku.
One of the biggest benefits to this product -- aside from the syncing mechanism -- is a bypass of Salesforce's extremely limiting (and expensive) API limits.
I bet I’m right. Haven’t read the article or comments, I’m just posting this comment to see if I’m proven right or wrong.
There are also a lot of cool "self-hosted Heroku" alternatives
- Coolify (PHP) (2020) https://github.com/coollabsio/coolify
- Dokku (Go) (2013) https://github.com/dokku/dokku
- Dokploy (TypeScript) (2024) https://github.com/Dokploy/dokploy
- CapRover (TypeScript) (2017) https://github.com/caprover/caprover
- Komodo (Rust) (2022) https://github.com/moghtech/komodo
We now have a kubernetes (k3s) backed Dokku self hosted on Hetzner. Significantly cheaper but pretty robust.
Just saying that it's not literally, but you are right, most people wouldn't be interested in self hosting.
My money is on holding companies like IAC buying the brand first through financial engineering and restructuring finances initially. They would load it up with debt like they did with the sporting goods store in Sopranos.
Afterward, they would sell it to a Euro-based caretaking company like Bending Spoons, with a focus on maintenance engineering rather than innovation engineering.
We eventually migrated to AWS directly, because Heroku basically exploits you.
Now I'd probably use Fly IO if not just a lambda with AWS gateway.
I don't like building backends and will avoid doing so if possible.
Also feel like many are still trying to recreate the Heroku experience all these years laters tbh
sustaining == maintanence mode
Anyone any experience with https://sevalla.com/ ?
now blossoms dancing with wind
still creating, still
Nope, not clear.
This is a clear message “ the heroku product is cancelled but will not be shut down, will continue to operate exactly as before but no new features will be added.”
It was good before SalesForce…
In 2018, I had to transition my org at the time from Heroku to AWS (with the org lacking any AWS experience outside of myself).
We ended up with a “Heroku-like” experience. Push to GitHub. Action triggers job. Job packages and deploys. À la carte yaml config for extras like databases and ALBs. It worked pretty well. It was an in house solution to an in house problem.
Still, it wasn’t quite Heroku…