31 December 2021

2021 Year In Review

As has been my custom for the past eleven years, I like to spend a bit of time at the end of the year reflecting on the year that has been, looking ahead to the year that is to come, and noting down these reflections for posterity.


As I mentioned last year, in December, I quit my job at Delicious Brains to go all-in on building Lemon Squeezy with the guys at Make Lemonade. And what a year it's been!

We spent the first five months of the year building the base product, launching a private beta towards the end of May. The initial response was great, and we quickly fixed a bunch of bugs and expanded our payout capabilities to support bank payouts in 79 countries. We pushed ahead and launched to the public on the 26th of July, when we managed to get customisable storefronts in and added multi-currency support for stores.

The public launch went well, and we quickly had thousands of stores selling hundreds of thousands of dollars of digital goods worldwide. From ebooks and courses to memberships and even SaaS software. By the end of August, we had launched our public API and got our affiliate program up and running.

It was around September we began to realise that our initial billing model (free plan with higher transactions fees + paid plan with lower transaction fees) wasn't going to work for the volume of payments we were processing. So at the beginning of October, we changed things up by dropping the free plan and moving to more of a traditional SaaS tiered-billing model. Thankfully this move worked out, and we quickly started to generate some real MRR and have seen significant growth since then.

Then in November, we went back to our roots and launched the first version of our WordPress plugin, which seemed to go down well within the WordPress community. We have some big plans for our WordPress plugin in the future so keep an eye on this.

This takes us up to now when we're working hard on building two of our most significant features to date: a website builder and email marketing functionality (both of which we hope to launch early next year).

This past year, it has been an absolute joy working on such a fantastic project with everyone at Make Lemonade. It's a genuine pleasure to work with like-minded, talented, dedicated, and genuinely lovely people. I've particularly enjoyed the creative vibe in the group, as we're all builders, tinkerers, and entrepreneurs at heart. I'm very excited about what 2022 holds for Lemon Squeezy and Make Lemonade!

As side projects go, this year was another quiet year as I was busy with other things ☝️ However, I did manage to launch LaterMail during my October holiday.


This year was a quiet year for us again as COVID continued to put a dampener on everything. The first half of the year was a complete write-off while we were all in lockdown and everyone was getting vaccinated. But thankfully, we returned to a certain amount of normality in the second half of the year, even if we didn't stray too far from home.


In many ways, this year has given me more time to reflect on the many blessings in my life, which has prompted me to try to be more aware of, and thankful for, the mercies we are given each day.

Looking ahead to 2022

It seems like the things I'm most looking forward to for 2022 are pretty much the same as last year, mainly:

  1. The Omicron wave of COVID will pass quickly, and we can get back to normality soon
  2. Continuing to build on our initial success with Lemon Squeezy and take it to the moon

I am so thankful to God for how He has sustained us this past year and pray that he will continue to strengthen, encourage and equip us for whatever 2022 might bring.

Wishing you all a Happy New Year and best wishes for 2022 🎉🎆🎉

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