About
Who is Roi Mulia?
Roi Mulia is a product builder based in Tel Aviv, Israel, and the founder of Luma AI, an AI video generation platform. Over a decade of engineering he has built two companies and shipped consumer products downloaded more than 50 million times, generating over $15 million in revenue, bootstrapped and without outside funding.
He works at the seam between engineering and product. The engineering half is systems thinking: architecture that scales, and the ability to read code and see where it breaks before it does. The product half is user psychology and market timing: knowing when to ship, when to iterate, and when to walk away. Most people are good at one. The combination is what makes a product worth using.
His work is deliberately consumer-facing, with a long-standing bias toward mobile and toward treating UI and UX as first-order concerns rather than finishing touches. Decisions are made against data rather than taste alone, which is what allows a small team to ship at the pace and volume his portfolio reflects.
What is Luma AI?
Luma AI is an AI video generation platform, and Roi’s current company. It turns text prompts and still photographs into video, putting a kind of production that used to require a crew, a budget and a timeline within reach of anyone with an idea. It continues the thread running through all of his work: take something that was previously slow, technical and expensive, and compress it into a few seconds of consumer-grade product.
What was SocialKit?
SocialKit was the first company: an app studio designing apps for creators, founded in Tel Aviv in 2019. Its products used real-time computer vision and machine learning to handle video and photo processing on-device, so that making something publishable took seconds rather than an editing session. The studio built for a generation that treats content creation as a default behaviour rather than a specialist skill. He ran it solo and entirely bootstrapped, taking no outside funding. Its mobile assets were acquired, and the company has since been wound down.
What does Roi Mulia mentor founders on?
He mentors early-stage founders on user acquisition, UGC and native marketing, which is where most consumer products are won or lost. That means treating creator-made content as the growth engine rather than an afterthought, producing it at the volume the platforms reward, and building paid placements that read as something worth watching instead of an ad interrupting something else. Around that sits the rest of the growth stack: narrowing a product down to the thing users actually return for, pricing and retention for consumer products, app store and platform distribution, and the judgement calls around when a feature is genuinely finished versus merely comfortable. The bias throughout is toward founders building something real and shipping it, rather than toward planning exercises.