The maker dossier · @dannypostma

Danny Postma

From a landing-page gallery to a seven-figure Headlime exit and an AI photography company. Danny’s story is less “one brilliant idea” than a chain of pivots, domains, failed experiments and increasingly specialised products.

Danny Postma
Published photograph [1] ↗
7 figuresHeadlime sale · announced March 2021 [2] ↗
80,000+HeadshotPro customers · May 2024 [3] ↗
12m+Generated headshots · May 2024 [3] ↗

The numbers behind the story

Dated disclosures

The refund claim behind the guarantee

Seller-published figures on 20 October 2026, based on 217,879 purchases during 2023–2026. Not an independent satisfaction survey. [4] ↗

Purchases not refunded
96.7%
Customers requesting refunds
3.3%
View the data
ObservationValue
Purchases not refunded96.7%
Customers requesting refunds3.3%
Dated disclosures

What customers wanted the photos for

HeadshotPro’s own May 2024 customer report. Three disclosed use cases; the remaining uses are not broken out here. [3] ↗

LinkedIn
25%
Company / online profiles
15%
CV / résumé
10%
View the data
ObservationValue
LinkedIn25%
Company / online profiles15%
CV / résumé10%
Dated disclosures

A portfolio with an archive, not just winners

19 products listed by Postcrafts. Status labels describe the portfolio record, not a fresh uptime check of every business. [5] ↗

Listed, no exit/closure label
12 projects
Discontinued
5 projects
Acquired
2 projects
View the data
ObservationValue
Listed, no exit/closure label12 projects
Discontinued5 projects
Acquired2 projects

Evidence, in pictures

The bets, detours & strange details

2015

The first product was a reference folder

Landingfolio began in 2015 when he was a 21-year-old conversion specialist. He built the gallery in WordPress before knowing how to program. [6] ↗

200 templates

A book became a copywriting company

Headlime grew out of 200 headline templates. GPT-3 turned the template tool into an AI writing product; Conversion.ai acquired it in March 2021. [7] ↗

6× conversion

One domain, six times the conversion

In the 2023 interview, he described buying an existing AI-photo business, replacing its generation with his own system and seeing conversion rise sixfold. The payback estimate was his, not an audited return. [8] ↗

03:00

The launch woke him at 3 a.m.

He recalled HeadshotPro’s servers failing during launch demand. Success meant overnight repairs and customer support, before the first machine-learning hire. [8] ↗

3 pivots

The stock-photo detour

StockAI struggled with output quality and his concern about image-rights disputes. ProfilePicture.AI followed; as its novelty faded, he narrowed the use case to professional headshots. [6] ↗

95% claim

From portraits to agents

In August 2026 he published a walkthrough of a personal agent workflow and claimed 95% of his work ran automatically. That is his operating claim, not an independently measured efficiency score. [9] ↗

250,000+ orders

250,000 orders is not 250,000 subscriptions

The current homepage reports more than 250,000 orders since 2023 and packages from $29 to $59. Its historical blog counters differ in scope and update cadence. No monthly recurring revenue is implied. [4] ↗

Failures, disputes & the other side

March 2021

The exit left lifetime buyers with a maintenance promise

The acquisition announcement promised existing lifetime access and bug fixes, while new features would go to Conversion.ai. TechPP documented customers’ frustration with that distinction. A lifetime purchase did not buy the future roadmap. [7] ↗

Attention ≠ sales

Deep Agency: press did not become purchases

Danny later said the virtual modelling agency attracted press but failed to convert that attention into sales. HeadshotPro, launched around the same time, became his focus instead. [6] ↗

Price undisclosed

Seven figures is not an exact $1 million

Danny’s acquisition AMA disclosed a seven-figure sale but withheld the exact terms. A widely repeated $1m estimate was not the transaction price announced by the buyer or seller. [2] ↗

2 months fighting clones

The copycat fight became the product lesson

He told Arvid Kahl he spent two months arguing about Headlime clones on Twitter. Other founders pushed back against the negativity. His response was to build a harder-to-copy second version—the one that was eventually acquired. [8] ↗

Project index 21

Dated revenue, exits and abandoned experiments. Portfolio listings do not prove that every project still operates.

ProjectWhat it doesRevenue & numbersRole / status
HairstyleAIVirtual AI hairstyle try onRevenue not disclosedPortfolio listing; ownership/activity not re-confirmed [5] ↗
PhotoShedAI-powered photo booth.Revenue not disclosedPortfolio listing; ownership/activity not re-confirmed [5] ↗
HeadshotProProfessional corporate headshots for remote team80,000+ customers; 12m+ images · May 2024Portfolio listing; ownership/activity not re-confirmed [5] ↗
Deep AgencyAI Modelling AgencyRevenue not disclosedPortfolio listing; ownership/activity not re-confirmed [5] ↗
MemeMorphTurn Yourself Into All Your Favorite Memes With AI.Revenue not disclosedDiscontinued in founder portfolio [5] ↗
This Model Does Not ExistMeet Ailice, the AI-influencer.Revenue not disclosedPortfolio listing; ownership/activity not re-confirmed [5] ↗
ProfilePicture.AICreate your perfect profile picture with AI.Revenue not disclosedPortfolio listing; ownership/activity not re-confirmed [5] ↗
StockAIAI-powered stock photography for everyone.Revenue not disclosedDiscontinued in founder portfolio [5] ↗
TattoosAIAI-powered tattoo artistRevenue not disclosedPortfolio listing; ownership/activity not re-confirmed [5] ↗
LibriwiCreate and share your own Figma component librariesRevenue not disclosedPortfolio listing; ownership/activity not re-confirmed [5] ↗
FigcomponentsFree Figma Component LibraryRevenue not disclosedPortfolio listing; ownership/activity not re-confirmed [5] ↗
FlowponentWebflow Cloneable Component LibraryRevenue not disclosedPortfolio listing; ownership/activity not re-confirmed [5] ↗
TailbitsTailwind CSS Component LibraryRevenue not disclosedPortfolio listing; ownership/activity not re-confirmed [5] ↗
Tailwind2WebflowConvert Tailwind CSS to WebflowRevenue not disclosedDiscontinued in founder portfolio [5] ↗
HeadlimeWriting copy has never been easier.Seven-figure sale · March 2021; exact terms undisclosedAcquired in founder portfolio [5] ↗
LandingfolioLanding page inspiration and templatesRevenue not disclosedPortfolio listing; ownership/activity not re-confirmed [5] ↗
RareblocksNFT experiment on Ethereum.Revenue / transaction price not disclosedDiscontinued in founder portfolio [5] ↗
ParitybarPurchasing-power pricing bar.Revenue / transaction price not disclosedDiscontinued in founder portfolio [5] ↗
PushfolioJavaScript popup library.Revenue / transaction price not disclosedAcquired in founder portfolio [5] ↗
Bootstrapper’s SEO BlueprintCourse on keyword research, domain strategy and programmatic SEO.Founder’s course example: TattoosAI ~$4,000 monthly sales; date unspecifiedFounder course; checked October 2026 [10] ↗
AgentOSPersonal agent orchestration system demonstrated publicly.95% automation claim · August 2026Personal system; commercial revenue not disclosed [9] ↗

Watch & listen

Conversations, product walkthroughs and the reasoning behind the numbers.

Arvid Kahl — The Bootstrapped Founder

Danny Postma — An Indie Hacker's Business Evolution

SEO, domain acquisitions, launch outages and the move from solo work to hiring.

Watch on YouTube ↗
Danny Postma

How I Built My Own AgentOS on Claude's Agent SDK (So You Can Too)

Danny demonstrates the agent system behind his August 2026 automation claim.

Watch on YouTube ↗
Greg Isenberg

5 $1M+ AI startup ideas from an indie hacker legend

Danny and Greg Isenberg brainstorm AI businesses; proposed revenue is an idea, not his own realised income.

Watch on YouTube ↗

Popular X posts, ranked by likes

12 verified posts found in the research sample, ordered by likes. Counters checked 20 October 2026 via X’s public embed service; not a complete account archive.

What other people challenged

Customer backlash

The buyer-side question after Headlime sold

TechPP focused on what lifetime customers would receive after the acquisition: continued access was distinct from continued feature development. Read alongside the founder’s announcement. [11] ↗

Sources & research notes

Founder disclosures, contemporary reporting and original posts. Financial claims retain their original scope; they are not estimates of personal wealth. Figures in video titles belong to the recording, not today.

Open the source register
  1. https://x.com/dannypostma ↗
  2. https://www.indiehackers.com/post/zero-to-7-figure-exit-in-8-months-with-headlime-ama-227d89ae0e ↗
  3. https://www.headshotpro.com/blog/ai-headshots-statistics ↗
  4. https://www.headshotpro.com/ ↗
  5. https://www.postcrafts.com/ ↗
  6. https://www.unite.ai/danny-postma-founder-of-headshotpro-interview-series/ ↗
  7. https://headlime.com/blog/headlime-and-conversionai-join-forces-in-artificial-copywriting ↗
  8. https://thebootstrappedfounder.com/danny-postma-an-indie-hackers-business-evolution/ ↗
  9. https://x.com/dannypostma/status/2088181331465253045 ↗
  10. https://www.dannypostma.com/seo-course ↗
  11. https://techpp.com/2021/03/31/conversion-ai-headlime-acquisition/ ↗