Surfer: The Story of a Polish Breakthrough in the Global SEO Business
It started like many other stories — with an idea, enthusiasm, and… a chance conversation in a café. Today, the Polish startup Surfer is not just a SaaS platform, but a global player in SEO analytics, with over 150,000 users in 140+ countries and millions in annual revenue. How did they do it? Read on.
It All Began with a Stranger and a MacBook
One day, a stranger approached a group of guys in a café. Seeing their look and a MacBook on the table, he assumed they were startup founders. He was right. The conversation led to a preliminary investment agreement: the purchase of 30% of the company for over €230,000. The deal fell through — the investor didn’t secure the funds. But the founders’ ambition proved stronger.
From Local Agency to Global SaaS
Łucjan and Michał Suski, Tomasz Niezgoda, and Kazimierz Piątka decided to go it alone. By 2022, Surfer had achieved:
- €13.27 million in revenue
- €6.45 million in net profit
- 150,000 users across more than 140 countries
This is what a startup looks like when it conquers the world without VC funding.
From Forestry to SEO Revolution
Michał studied forestry, then worked as a tester and SEO specialist. Łucjan was a programmer and product developer from the start. He noticed that SEO professionals were spending hours analyzing content structure, text length, and keyword frequency — tasks ripe for automation. That insight sparked the idea for Surfer.
“I had a well-planned career path that ended with my own company…” — recalls Łucjan.
Idea + Technology = First Version of Surfer
It all started with an internal tool at the KS agency. Łucjan quickly rebuilt it into a scalable product. By November 2017, they presented a beta version at the semKRK conference.
“After the talk, 70% of attendees wanted access. That confirmed we were on the right track,” — says co-founder Sławek Czajkowski.
No Investors — Just Subscriptions
In 2018, the team launched a paid version. Within two months, they had 300 subscribers — mostly beta testers. All funded from their own pockets.
2019: The Breakthrough Year
Thanks to activity in SEO communities and influencer partnerships, Surfer gained traction:
- Support from Matt Diggity (+$20,000 investment)
- Presentation at a conference in Chiang Mai, Thailand
- Promo campaign with Matthew Woodward
“Half the SEO specialists at the conference became our subscribers,” — recalls Tomasz Niezgoda.
The result: from €345,000 in 2019 to €1.75 million in 2020.
AI, Jasper, and Scaling Up
In 2021, Surfer integrated with Jasper — an AI content platform valued at $1.5 billion. Revenue grew to €5.5 million, with €1.7 million in net profit. In 2022, they doubled those numbers again.
ChatGPT — A Challenge They Embraced
The AI revolution could have disrupted SEO. But Surfer stayed ahead, launching its own AI tool for generating search-optimized content. In 2023, revenue grew by another 50%.
“We doubled our team — now over 90 people. We’re focused on improving the first-touch experience with our product,” — says Łucjan.
“We want everyone who discovers Surfer to see its value immediately — even without deep SEO knowledge,” — adds Niezgoda.
Final Thoughts
No funds, no drama, no compromises — Surfer was built on expertise, passion, and smart positioning. Most importantly, it was built with a clear focus on real value for the customer.
Source: Forbes