// Creator teardown ·
How Danny Postma grew HeadshotPro on search, ads and affiliates
Only 4 of his last 306 posts on X are about HeadshotPro. Customers come from Google, paid ads and a 30% affiliate scheme.
Who Danny Postma is
A founder known for HeadshotPro, which turns a few selfies into professional headshots. Before it he built Landingfolio and Headlime. He posts on X, where he has 188,594 followers.
- 188,594
- X followers
- 4 of 306
- posts mention it
- $29–$59
- one-off, per person
- $10M+
- revenue, their claim
Who he is, and what HeadshotPro does
He started in design and web: Landingfolio in 2015, a gallery of landing-page designs, then Headlime, an AI copywriter built on early access to GPT-3, and a run of smaller AI side projects. His site calls him the founder of HeadshotPro, "a Singapore-based AI photography company". He runs it with a small remote team.
HeadshotPro, launched in 2023, turns a few selfies into 30 to 70 professional headshots in 15 minutes to a couple of hours, for a LinkedIn profile, a CV or a company team page. One person pays $29 to $59 once; a company pays per person. It is the product the rest of this page is about.
The timeline
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2015
Starts Landingfolio, a design gallery, at 21. It still gets traffic but was hard to make money from, he says.
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2020–2022
Early access to GPT-3 becomes Headlime, an AI copywriter. Then ProfilePicture.AI, built in about 30 hours after he saw a similar service: it sells well in its first week on Twitter, then fades.
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2023
Launches HeadshotPro next to Deep Agency. Deep Agency gets press but no sales; HeadshotPro is "an instant hit" in his words. Early growth is search: a top-10 spot for "professional headshots" and a page per city, as described by others.
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Sep 2024
The site says 86,412 customers. $29 buys 40 headshots, $39 buys 100 and $59 buys 200.
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2025
Reviews go from 1,521 in March to 3,167 in December. The customer count on the site reads 196,987 and stays there.
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Aug 2025
He posts on LinkedIn that he is hiring a "6th member" for what he calls a profitable, 100% remote startup.
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Nov 2025–Jun 2026
He stops posting about his work in November, leaves X in January and says so on 7 May (128,760 views).
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27 Jul 2026
Back on X. He writes that Google's AI update and rivals "cut revenue projections by a lot", that he let half the team go, and that revenue is "stable at still a beautiful number". The site is relaunched, built with AI skills.
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Oct 2026
Same prices, now 30, 50 or 70 headshots. A new 15-second Meta ad starts on 1 October. The site says $10M+ revenue since launch.
What a typical post gets on X, month by month
His biggest posts aren't about HeadshotPro
6 months ago: laptop open all day, typing into Claude Code, waiting. Today: I write a spec, go to the gym, and my phone only pings when an agent needs a decision. 95% of my work runs itself. Full breakdown so you can build your own 👇
Years ago I started learning Indonesian on Duolingo. My wife asked me why I was speaking like a 90-year old bapak bapak.
Literally bought my wife a cafe last month so guess I’m at that stage of life lol
More and more I'm starting to believe every major issue we caused has a solution to it once we actually start to get close to it becoming a massive problem. Refreshing way to not be a doomer.
Half my replies are AI generated now. The other 40% I probably don't realise are AI yet. 10% is genuine. Such a sad state :(
The funnel
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1
Show up in Google. Search is the longest-running channel: a top-10 spot for "professional headshots" in 2023 and today pages by job (LinkedIn, executive, realtor), by team (law firms, sales teams), free tools and a best AI headshot generators 2026 list. The 200+ city pages described in 2023 are no longer in the sitemap.
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2
Pay for the clicks. About 300 Google ads sit under one verified advertiser (Google Ads Transparency). On Meta a money-back-guarantee ad ran from October 2025 to February 2026 in up to 16 copies, "Do you hate getting your photo taken?" ran to September, and a 15-second video started on 1 October 2026.
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3
Sell once, no subscription. Pricing: $29 for 30 headshots, $39 for 50, $59 for 70 and 4K. The price hasn't moved since at least September 2024; the amount you get has. Money back within 14 days if none is "profile-worthy".
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4
Sell to the company. From $19.50 a head, $2,535 for 100, with invoices, an admin dashboard, SSO, SOC 2 Type II, Zapier and an API. Case studies include HubSpot's sales team.
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5
Pay others to send people. The affiliate programme pays 30% ($8.70 on a $29 order), with a 60-day cookie and PayPal payouts every 15 days. Reviewers can get up to 100% off a package. The page says affiliates have driven $575,000 in sales.
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6
Say little about it on X. His 188,594 followers are mostly for AI tools and life. When he does post about HeadshotPro it is a site relaunch or a feature, and none of them is among his five biggest posts.
Where the money comes from
| Product | A month | |
|---|---|---|
| HeadshotPro, individuals One-off $29, $39 or $59, per person | One-off $29, $39 or $59, per person | not public |
| HeadshotPro, teams From $19.50 a head; $2,535 for 100 people | From $19.50 a head; $2,535 for 100 people | not public |
| The whole company Says "$10M+ in revenue since launch"; Starter Story estimates $300k a month | Says "$10M+ in revenue since launch"; Starter Story estimates $300k a month | ≈$300k est. |
None of this is checked: HeadshotPro isn't on TrustMRR. The $10M+ is on its own About page, the $300k a month is Starter Story's estimate and GetLatka lists $96k for 2023. The site also shows three customer counts: 86,412 (Sep 2024), 196,987 (Dec 2025, still on the affiliate and jobs pages) and 250,000+ (homepage, Oct 2026).
What about YouTube, Instagram and LinkedIn?
Not where he grows. His own site links only X and LinkedIn, and HeadshotPro's site links no social accounts. HeadshotPro has a YouTube channel with 153 subscribers. A "Danny Postma" channel with 1.1k subscribers exists, but we couldn't confirm it is his, and the Instagram account under his name has 20 followers and no bio.
LinkedIn is real but small. His recent posts there get roughly 10 to 63 likes; the best was in November 2023, about a new AI model. His last was the August 2025 hiring post. HeadshotPro's company page has 674 followers, and its post about working with HubSpot got 16 likes.
Where it is exposed
On 27 July 2026 he wrote that Google's AI update, Gemini and rivals "cut revenue projections by a lot", that he let half the team go and that a pivot didn't work (his post, 165k views). The same day he added that about half of revenue now goes to Google: Gemini, Google Cloud and Google Ads (his post).
He now describes HeadshotPro as something he can bring "to a point where it's done", and is building a different tool he uses himself. A business that depends on search and ads feels it when Google changes.
What to copy
- Don't make your own feed the only way in. His product is found through search, ads and affiliates; his X audience is for whatever he builds next.
- Pay people to send customers: 30%, a 60-day cookie and a free package for reviewers.
- Sell to companies as well as people. One person pays $29 once; a team of 100 pays $2,535 and keeps adding hires.
- Hold the price and change what you give. 200 pictures for $59 became 70 for $59, sold as better quality.
- Know your biggest source. When Google changed, the whole company felt it; spread across channels before that happens.
- Say it plainly when it gets hard. His July 2026 update about the team and revenue got 165k views.