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.
@benUNC@mikemcalister We also have a dedicated skill and our MCP - you’d be surprised what else is possible with that (build mega menus, create new pattern combinations, swap fonts and much more!)
WordPress 7.0 just dropped! This is a huge release with foundational work that will change the course of the platform. The AI infrastructure alone is a game changer, but there's a whole lot more.
I've put together a full video breakdown along with a highlights thread below. 👉
Most WordPress builders don’t need more noise.
They need sharper judgment, better workflows, and a deeper understanding of how WordPress actually works.
That’s why I’m building The Guild: a practical membership for serious WordPress developers, agencies, and builders.
Coming soon: https://t.co/WmXsaso5MB
@jason_coleman@pmproplugin 100%
We are doing the same with Static Studio - it's just so nice to be able to ship those things right away and send a notification rather than having people stuck with some bug or outdated code.