Danny Postma
@dannypostma187K followers
Dutch founder of HeadshotPro who sold AI copywriter Headlime for seven figures
HeadshotPro, Headlime, Landingfolio +1
exit story · 2021 · ai builders
How Danny Postma Sold Headlime to Conversion.ai (later Jasper) (2021)
Headlime was built by Danny Postma and sold to Conversion.ai (later Jasper) in 2021 for 7 figures (self-reported). At the time of the sale it made ~$20K MRR.
Key facts
- Year
- 2021
- Price
- 7 figures (self-reported)
- Revenue at sale
- ~$20K MRR
- Years operated
- 0.8 years
- Channel
- Direct sale
Why they sold: Danny was running Headlime alone and was overwhelmed by support, feature work and marketing while funded competitors appeared every week. He preferred starting things to managing them, so he chose selling over raising money or bootstrapping against rivals.
The story of Headlime
Headlime was one of the first GPT-3 copywriting tools. It started in mid-2020 as a simple headline generator built during the pandemic lockdown, and Danny Postma grew it by building in public on Twitter. The first version earned over $60,000 in a few weeks, largely from a lifetime deal, and after a December 2020 relaunch on subscriptions MRR rose from about $1K to roughly $20K by February 2021.
A TechCrunch feature brought a surge of interest, including acquisition inquiries. Danny chose Conversion.ai, an AI copywriting startup built by the team behind the Y Combinator company Proof, and announced the deal on March 30, 2021. Due diligence took about a week and the paperwork about two more. Danny described the price only as seven figures.
The two products ran as separate brands for a while before being merged. Danny moved into a strategic role during the transition. Conversion.ai later rebranded to Jarvis and then Jasper, and Danny went on to build HeadshotPro.
Lessons Danny Postma shared
- 1.Build something that solves a problem you have yourself, so you understand the customer.
- 2.Build in public to get attention, because a product will not market itself.
- 3.Ship early and often to test demand and collect feedback.
- 4.Expect copycats and stay ahead by out-innovating them.
Paraphrased from the maker's public posts and interviews (see sources).
The maker
See the Headlime product page or Danny Postma's full profile for everything they have built since.
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Sources
- failory.com — failory.com/interview/headlime
- x.com — x.com/dannypostmaa/status/1376918885807480835
- theygotacquired.com — theygotacquired.com/saas/headlime-acquired-by-conversion-ai/
Facts are taken from the maker's and buyer's public statements and press coverage. Prices and revenue are shown only when publicly stated; self-reported figures are not independently verified.
Keep exploring
Headlime acquisition FAQ
Who bought Headlime?
Headlime was acquired by Conversion.ai (later Jasper) in 2021 from Danny Postma.
How much did Headlime sell for?
Headlime sold for 7 figures (self-reported), as publicly stated. At the time of the sale it made ~$20K MRR.
Why did Danny Postma sell Headlime?
Danny was running Headlime alone and was overwhelmed by support, feature work and marketing while funded competitors appeared every week. He preferred starting things to managing them, so he chose selling over raising money or bootstrapping against rivals.
How long did it take Headlime to get acquired?
Headlime was sold about 0.8 years after launch, through a direct sale (sold directly to a buyer, often a competitor, customer or acquirer that reached out).
What did Danny Postma learn from selling Headlime?
Build something that solves a problem you have yourself, so you understand the customer. Build in public to get attention, because a product will not market itself.