Search & Filter is a 100% independent WordPress plugin business. I've been quietly building it for over 10 years and never really shared the story, here it is:
Around 2014 I was running a small agency in London with my business partner. He kept pushing WordPress. Like a lot of devs back then, I had it in my head that it wasn't a "serious" platform, so I resisted.
He wore me down eventually, and then it clicked.
One of our first complex projects needed a filtering system, and nothing decent existed. So I built a small plugin and shared it for free on the .org repo.
Feature requests started coming in. I couldn't keep up.
Then the agency hit a rough patch. Work dried up and I was genuinely running out of money.
I spent four months building a Pro version. My business partner tried to talk me out of it - said the moment I launched, I'd be committed to supporting customers for at least a year - it was "too risky".
The month I launched, it made my rent. Which I otherwise couldn't have paid.
He's been telling me ever since that ignoring him was the best thing I could have done (I remind him whenever I get the chance).
It was easier back then. A solo dev could ship a useful plugin, do no marketing, and find an audience. The WordPress space rewarded the work itself. Not sure that's still true.
I know my approach isn't the popular one. Pieter Levels and a lot of people I respect preach "build 100 businesses." Find what works, move on.
I've done the opposite. Found one thing, kept pushing it for 10 years - not sure that's what I'll keep doing.
I'm spending a lot of time on AI now. Playing with the tools, building infrastructure around them, building internal stuff for my team to see what holds up as a product.
So I'm going to start writing about it. The build, the decisions, what works, what doesn't.
10 years in and I feel like I'm starting over. Same business, very different landscape.
In the photo I'm in the Netherlands for the month. Trying new things. Feels like the right time.
ALT Me, with my bike, in front of a canal in Utrecht - one of the first days of Summer.