Are you a WordPress plugin developer looking to sell and move on? If your plugin generates between $60k–$350k per year in revenue, we may be interested in acquiring it. But we’re not your typical buyer. Here’s how our acquisition process is different—and before that, who we are.
I co-founded Vertigo Studio SA, a Romania-based company, in 2011. We’re a global team working on projects like themeisle.com and optimole.com, among others, with multi-million annual revenue.
Fair Contracts Without Unnecessary Restrictions
We believe in creating acquisition contracts that are fair and balanced for both the buyer and seller. We avoid burdening the deal with unnecessary restrictions or complicated terms. Our goal is to keep the process straightforward and transparent.
Direct Communication with Decision Makers
When you deal with us, you won’t have to navigate through layers of assistants or intermediaries. You can reach out directly to me, the decision maker, via DM or email and expect a response within a day. We value open, efficient communication to ensure a smooth transaction.
We Use Our Own Capital and Are Employee-Owned
This matters for incentives and ethics. It’s clear where the funds come from, and while we’re disciplined with capital, we don’t have external pressures to maximize returns at all costs. Our reputation and relationships in the WordPress ecosystem come first.
Swift Closing Process
We understand that once you’ve decided to sell, you want to complete the deal and move on quickly. We aim to close acquisitions in about two weeks. We won’t ask you to jump through unnecessary hoops or produce excessive documentation we can source ourselves.
We are only looking at asset sales; we don’t acquire legal entities.
Commitment to Users and Plugin Legacy
When we acquire a WordPress plugin, our primary focus is on finding the best solution for existing users. We respect the trust users have in the product and the developer’s work behind it. Whether the plugin continues to grow, maintains its current state, or eventually sunsets, we work to minimize disruption and honor the legacy you’ve built.
Proven Track Record and References
We’ve acquired and operated multiple WordPress plugins and projects over the years, including well-known names such as Feedzy, Visualizer, WP Landing Kit, PPOM, and Multi Page Generator, as well as entire sites like http://blog.cathy-moore.com. We’re happy to connect you with previous sellers. Our track record reflects fair deals and smooth transitions. If you’re a WordPress plugin developer looking for a buyer who values fairness, transparency, and your users’ experience, reach out at [email protected].
Who We’re a Good Fit For (Eligibility)
We typically consider WordPress plugins that meet most of the following:
- Annual revenue (ARR) between $60,000 and $350,000
- Healthy codebase with clear ownership of IP and assets
- Reasonable churn and refund rates, or a clear path to improvement
- Product-market fit in a defined niche (premium upsell or paid-only acceptable)
- Lean operations with minimal third-party dependencies
- Clean financials (basic P&L/export from Stripe, WooCommerce, Paddle, or similar)
How We Think About Valuation
We aim for valuations that are fair and grounded in the plugin’s fundamentals. While every acquisition is different, we commonly look at:
- ARR and growth trajectory (e.g., multi-year stability or steady growth)
- Profitability (net margin), support volume, and cost to serve
- Churn, renewals, LTV, and cohort behavior
- Code quality, roadmap, and maintenance risk
- Brand strength, SEO traction, and distribution (wp.org, site traffic, affiliates)
Indicative ranges we often consider:
- Multiple of annual net profit (commonly 2.0–4.0x depending on risk, growth, and concentration)
- Or multiple of ARR for subscription-heavy businesses (commonly 1.5–3.0x, varying with margins and churn)
These are guidelines, not promises. We’ll share our thinking transparently so you understand how we reach a number.
Our Step-by-Step Acquisition Process
- Intro and fit check (1–2 days): Quick call or DM to confirm scope, metrics, and basic eligibility.
- Light diligence (2–5 days): Read-only analytics/revenue access, quick product review, and code overview.
- Offer and terms (1–2 days): Clear pricing, deal structure, and timeline. We keep it concise.
- Contract and asset list (2–3 days): Standard asset purchase agreement; no unnecessary restrictions.
- Transfer and payment (1–2 days): Handover of code, sites, stores, domains, and accounts; payment on completion.
Typical total timeline: around two weeks from first chat to funds received, assuming prompt access and no surprises.
What We Need From You (Required Materials)
- High-level P&L (monthly revenue, costs, profit) and billing platform exports
- Traffic/marketing snapshots (Google Analytics/Search Console, wp.org stats if applicable)
- Product access (repo or zip), license server info, and a feature overview
- Support metrics (volume, SLAs, common issues)
- Asset list (domains, sites, email lists, social, docs, brand files)
- Confirmation of IP ownership and contributor agreements
After the Deal: Support and Transition
We plan the transition with you so customers are supported and releases continue. Typical elements include:
- Transition plan for support and updates (we can handle both)
- Optional short advisory period from the seller for knowledge transfer
- Clear communication to users about continuity and roadmap
Short Case Notes
- Feedzy & Visualizer: Consolidated licensing and improved onboarding to reduce support load and increase renewals.
- WP Landing Kit: Streamlined updates and documentation, improving developer experience and lowering churn.
- PPOM & Multi Page Generator: Focused maintenance, security updates, and stable release cadence to protect existing users.
FAQs
- Will my brand remain? It depends on fit. We’ll choose the path that best serves users and long-term value.
- Do you require earn-outs? Only if both sides benefit. Many deals are straightforward cash-at-close.
- Can I stay involved? Yes, if you want. Some founders prefer a clean exit; others stay as advisors.
- Do you buy teams or companies? We focus on asset deals (not the legal entity).
- What if my metrics aren’t perfect? If the product and users are strong, we’re happy to explore solutions.
Ready to Talk?
If you’re considering selling your WordPress plugin and want a fair, transparent, and fast process, we’d love to hear from you. Email [email protected] with a brief intro and your plugin’s key metrics. Let’s find the best outcome for you and your users.