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How BetterPic Went From $0 to $3.2M Bootstrapped With SEO, Affiliates and Free Tools

Ricardo Ghekiere explains how BetterPic combined SEO, a 9-12% conversion affiliate program and free tools to reach about $275,000 a month in revenue.

Ricardo Ghekiere · BetterPic

Published July 2, 2025
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What you’ll learn

Nathan Latka talks with Ricardo Ghekiere, co-founder and CEO of BetterPic, an AI headshot tool that grew to about $275,000 a month in revenue while bootstrapped. Ricardo explains the SEO-first approach, an affiliate program that drove $77,000 in one month, a free tool used for data capture, and the metrics his team tracks, then covers the BetterStudio launch and the raise he is planning.

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Why SEO came first

“from the get go, so when we started December 2023, we set SEO first because with the average order value that we have, which is about $44, we need to be SEO first because otherwise, we would never get to profitability.”
Watch at 02:38

Affiliate conversion versus norms

“The reason why is because most affiliate managers, are used to, like, you know, conversion rates of 0.5 to 1%. Our program actually allows you to go from nine to 12%.”
Watch at 06:24

Hidden free tool as data capture

“We don't even link to it to the website, and that's basically our way to capture data.”
Watch at 16:14

Download policy and refund rates

“we have a policy in place that once you download them, we only refund you 10% of it. Otherwise, it's 90%.”
Watch at 11:11

Why open metrics help the team

“It's not just open towards the, you know, the world, but it's also to your team, which allows them to operate at scale.”
Watch at 18:54

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About the speaker

Ricardo Ghekiere

CEO & Co-Founder · BetterPic

Company revenue
$3.2M

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