woorkup
woorkup is a bootstrapped digital agency that publishes actionable WordPress, SEO, and web performance content and sells two commercial plugins (Perfmatters and Novashare) to WordPress site owners, developers, and marketers.
- Company typePrivate
- Founded2015
- HeadquartersScottsdale, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What woorkup does
woorkup is a digital agency and content platform that develops commercial WordPress plugins and publishes actionable tutorials on WordPress optimization, SEO, and web performance. The company is operated as a brand under forgemedia LLC, a remote, bootstrapped entity co-founded by brothers Brian Jackson and Brett Jackson. Brian Jackson leads content, marketing, and the public-facing brand; Brett Jackson handles plugin development and agency-side engineering. woorkup's two commercial products are Perfmatters, a lightweight WordPress performance plugin offering script management, lazy loading, unused CSS removal, database optimization, CDN rewrite, and Cloudflare APO integration; and Novashare, a lightweight social sharing plugin under 4 KB front-end with native block editor support.
The business model blends four revenue streams: recurring plugin sales (Perfmatters and Novashare subscriptions through perfmatters.io and novashare.io), affiliate commissions from recommended tools (Kinsta, GeneratePress, Cloudflare, ShortPixel, Fathom, Accuranker, MailerLite, Grammarly, Backblaze), display advertising via networks such as Mediavine, and a free newsletter subscription. All content on woorkup.com is personally authored by the founders with no sponsored posts or guest contributions, and the business is monetized through a 15% discount code (WOORKUP) for plugin purchases. The site targets WordPress bloggers, web developers, and SEO/marketing practitioners, with Brian Jackson's personal brand, 5,000+ authored posts, and 20+ podcast appearances serving as the primary distribution channel.
woorkup firmographics
Firmographics- Name
- woorkup
- Legal name
- woorkup
- Website
- https://woorkup.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- woorkup is a bootstrapped digital agency that publishes actionable WordPress, SEO, and web performance content and sells two commercial plugins (Perfmatters and Novashare) to WordPress site owners, developers, and marketers.
- Ownership category
- akta.pro rank
woorkup industry classification
Industry- Product category
- WordPress Plugins
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)
- akta.pro primary industry
- SEO Content Strategy & Production (Topic Research, Editorial Planning) (BPAFAJAH)
- akta.pro secondary industries
- On-Page SEO (Content Optimization, Internal Linking) (BPAFAJAB), Off-Page SEO & Link Building (Digital PR, Outreach) (BPAFAJAC)
Keywords
Where woorkup is headquartered
LocationHeadquarters
- HQ city
- Scottsdale
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
woorkup business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Plugin Sales: Perfmatters and Novashare WordPress plugins sold directly with premium pricing. Discount code WOORKUP for 15% off. Both plugins were originally created for internal use before being commercialized.
- Affiliate Marketing: Revenue through affiliate partnerships with recommended tools and services including Kinsta, GeneratePress, Cloudflare, ShortPixel, Fathom, Accuranker, MailerLite, Namecheap, Grammarly, Backblaze, and others.
- Newsletter/Subscriptions: Newsletter subscription (powered by MailerLite) delivering content directly to subscribers' inboxes. Monthly or periodic content delivery.
- Display Advertising: Display ads on the website. Brian mentions using Mediavine ad network for nogluten.com property. The site likely generates ad revenue from high-traffic content.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free content access |
| Subscription | Monthly | Grammarly Premium |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
woorkup product offering
Product offeringCore offering
woorkup develops and sells two commercial WordPress plugins — Perfmatters (a lightweight performance optimization plugin for Core Web Vitals, script management, unused CSS removal, lazy loading, local hosting of Google Analytics/Fonts, database optimization, and CDN integration) and Novashare (a fast social sharing plugin under 4 KB with inline SVG icons). The woorkup.com blog publishes actionable, personally written content on WordPress optimization, SEO strategies, web performance, and content marketing to attract and convert plugin customers.
Product overview
woorkup is a digital agency content platform run by Brian and Brett Jackson under forgemedia LLC. The company develops two WordPress plugins: Perfmatters (a performance optimization plugin for Core Web Vitals, caching, script management, image optimization, and database cleanup) and Novashare (a lightweight social sharing plugin). Both plugins are developed with a focus on minimizing page weight and avoiding bloat. The woorkup blog itself serves as both a content platform and a showcase for these plugins.
Differentiator
Problem solved
Functional benefit
Brands
- Perfmatters: A lightweight WordPress performance plugin developed by woorkup that helps speed up WordPress sites by reducing HTTP requests, disabling scripts on a per-post basis, lazy loading images, delaying JavaScript, removing unused CSS, and optimizing databases.
- Novashare
Products and services
- Perfmatters A lightweight commercial WordPress performance plugin for individual site owners, bloggers, and developers that disables scripts and queries per post/page via a Script Manager, provides a flat-file code snippet manager, JS/CSS minification, lazy loading for images and videos, unused CSS removal, local hosting of Google Fonts and Google Analytics, database optimization, CDN rewrite, login URL change, and multisite support.
- Novashare
Quantifiable outcome
- Perfmatters reduces HTTP requests, lazy loads images (85%+ fewer requests), removes unused CSS, and helps achieve good Core Web Vitals scores across mobile and desktop
- +4 more outcomes
Companies that use woorkup
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
woorkup technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature2 records
woorkup partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, major and minor.
- forgemedia LLCcoreParent company of woorkup. A digital agency run remotely by two brothers Brian and Brett Jackson. They develop WordPress plugins and craft actionable content for woorkup and client projects.
- KinstacoreHigh-performance managed WordPress hosting provider. Woorkup is hosted with Kinsta. Brian Jackson is former CMO. Kinsta provides hosting infrastructure while woorkup provides content marketing and reviews.
- PerfmatterscoreWordPress performance plugin developed by woorkup/forgemedia. Features include script management, lazy loading, unused CSS removal, database optimization, and more.
- NovasharecoreSocial sharing WordPress plugin developed by woorkup/forgemedia. Lightweight plugin with inline SVG icons, block editor support, and share count recovery.
- CloudflaremajorCDN provider with APO (Automatic Platform Optimization) service. woorkup uses Cloudflare APO for full-page caching at edge locations worldwide.
- GeneratePress / GenerateBlocksmajorLightweight WordPress theme and page builder plugin recommended by woorkup. Brian has affiliate partnerships and provides in-depth reviews.
- ShortPixelminorImage compression WordPress plugin used by woorkup for optimizing images and converting to WebP/AVIF formats.
- Fathom AnalyticsminorPrivacy-focused Google Analytics alternative recommended by woorkup. Under 3 KB script, GDPR compliant, no cookie banners required.
- MailerLiteminorEmail marketing platform powering woorkup's newsletter with RSS to email automation capabilities.
- AccurankerminorKeyword rank tracking tool used by Brian personally for tracking keyword rankings across woorkup and niche sites. No limits on update frequency.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
woorkup competitors and assessment
Company assessmentDirect peers
- WP Rocket: WP Rocket is the leading paid WordPress performance/caching plugin and the closest direct competitor to Perfmatters. Both target bloggers and site owners focused on Core Web Vitals, page speed, and script optimization, and both monetize via subscription to SMB/individual WordPress users.
- LiteSpeed Cache: LiteSpeed Cache is a free WordPress performance plugin bundled with LiteSpeed web server hosting. It overlaps with Perfmatters on caching, CSS/JS optimization, and image lazy loading, making it a direct functional alternative for performance-focused WordPress users.
- WPBeginner: WPBeginner is the largest WordPress-focused content site and tutorial resource, with a similar content-led, affiliate-driven business model targeting the same SMB/blogger audience. It competes for the same organic search keywords and affiliate partnerships (hosting, themes, plugins).
- Rank Math: Rank Math is a fast-growing WordPress SEO plugin competing with Yoast and overlapping with woorkup's SEO content vertical. It targets the same SMB WordPress audience with a freemium SaaS-style plugin offering.
- NitroPack: NitroPack is an all-in-one performance optimization service for WordPress and other platforms (cache, image optimization, CSS/JS minification) that competes head-on with Perfmatters for the same Core Web Vitals-driven buyer.
Broad incumbents
- Yoast (Yoast SEO): Yoast is the dominant WordPress SEO plugin and operates a large content/education hub similar to woorkup's blog. Both publish WordPress SEO and content marketing tutorials, though Yoast's plugin business is far larger and its content is broader in scope.
- GeneratePress: GeneratePress is a lightweight WordPress theme and the GenerateBlocks page builder — a close woorkup partner and frequent subject of woorkup tutorials and reviews. It operates in the same WordPress performance-oriented ecosystem and shares the same target customer.
- Kinsta: Kinsta is a managed WordPress hosting provider and woorkup's hosting partner. Brian Jackson was formerly Kinsta's CMO. Kinsta publishes substantial WordPress performance and SEO content and overlaps with woorkup's content verticals and target audience of SMB site owners.
- Ahrefs: Ahrefs is a leading SEO tool suite with a major content/education blog that competes with woorkup for SEO-related organic traffic and affiliate-style tool recommendations.
Emerging players
- ManageWP: ManageWP is a WordPress site management dashboard serving developers and agencies — overlapping with woorkup's 'Web Developers' persona and the performance/operational content on the blog.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
woorkup social profiles
Digital presencewoorkup financial estimates
Financial estimateRevenue estimate
Valuation estimate
woorkup leadership team
Management profileNumber of profiles
Profiles2 records
woorkup funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
woorkup M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about woorkup
What does woorkup do?
woorkup develops and sells two commercial WordPress plugins — Perfmatters (a lightweight performance optimization plugin for Core Web Vitals, script management, unused CSS removal, lazy loading, local hosting of Google Analytics/Fonts, database optimization, and CDN integration) and Novashare (a fast social sharing plugin under 4 KB with inline SVG icons). The woorkup.com blog publishes actionable, personally written content on WordPress optimization, SEO strategies, web performance, and content marketing to attract and convert plugin customers.
Is woorkup a public or private company?
woorkup is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was woorkup founded?
woorkup was founded in 2015. It employs 1 to 10 people.
Where is woorkup based?
woorkup is headquartered in Scottsdale, United States, in the North America region.
How does woorkup make money?
Four revenue lines are on record. Plugin Sales are the primary driver. The others are affiliate Marketing, newsletter/Subscriptions and display Advertising.
Who are woorkup's main competitors?
Direct peers on record are WP Rocket, LiteSpeed Cache, WPBeginner, Rank Math and NitroPack. Broad incumbents are Yoast (Yoast SEO), GeneratePress, Kinsta and Ahrefs. ManageWP is listed as an emerging player.
Does woorkup have an API?
No public API is recorded for woorkup.
What industry is woorkup in?
woorkup's product category is WordPress Plugins. Its primary akta.pro industry code is BPAFAJAH, SEO Content Strategy & Production (Topic Research, Editorial Planning), with a secondary code of BPAFAJAB, On-Page SEO (Content Optimization, Internal Linking). Its SIC code is 7372.