Danish software engineer. Serial SaaS founder. Reluctant LEGO alumni. The kind of person who builds a fraud-prevention tool because his own signups needed one.
Simon Hoiberg was earning $300,000 a year as a freelance software consultant. The work was comfortable. The money was real. The freedom was a mirage - because every invoice meant another client had a claim on his time.
So he walked away. Not in protest. Not in crisis. Just a quiet decision, made somewhere between Copenhagen and Zurich, that the freelance ceiling wasn't worth the floor it came with.
What followed wasn't a single startup story. It was five of them, running in parallel, built with an engineer's precision and a content creator's instinct for sharing the raw footage - not just the highlight reel.
FeedHive came first: an AI-powered social media scheduling platform that crossed $10,000 in monthly recurring revenue in its first year. Not a unicorn trajectory. Something better - a business that worked from the start, built by someone who understood both the product and the audience.
But Hoiberg wasn't done. He noticed FeedHive needed better customer support tooling. He built it. Then he productized it as Aidbase. Then Aidbase hit $5,000 MRR. The pattern was becoming clear: scratch your own itch, then sell the scratcher.
LinkDrip followed - a link attribution tool that generated $75,000 in pre-sales before it launched. Then TinyKiwi, a graphic design tool he acquired. Then SignupGate, a fraud prevention product that screened over 1.2 million sign-up attempts in its first few weeks of existence.
"I give away 90% of my knowledge for free. I only ask for money far down the road."
Simon HoibergBefore all this, he was a Senior Software Engineer at The LEGO Group - a fact that should not be understated. Building at LEGO, one of the most design-obsessed companies on Earth, shapes a certain kind of rigor. The same rigor shows up in how Hoiberg approaches product decisions: methodical, user-first, never shipping something he wouldn't use himself.
He also worked at TV 2 Denmark, one of the country's most-watched broadcasters, before the entrepreneurial pull became impossible to ignore.
His first startup failed completely. He talks about this openly, without the performative humility common in founder narratives. It just didn't make money. Full stop. He learned what didn't work, regrouped, and launched FeedHive. The failure is less a cautionary tale than a calibration.
Today he lives and operates from Zurich, Switzerland - a long way from Copenhagen, geographically and professionally. His portfolio crosses $1M in combined annual recurring revenue. His newsletter gets called "no-fluff" by the people who subscribe to it. His Twitter/X following sits above 200,000 followers, grown entirely without shortcuts.
The flagship. AI-powered social media content management and scheduling. Hit $10K MRR in year one, $20K MRR by May 2022. The product that started the whole stack.
Started as FeedHive's internal support tool. Became a standalone SaaS when Hoiberg realized other founders had the same problem. Hit $5,000 MRR early. He's CEO there too.
Tells you which platform actually drives your sales - not the last click, the real source. Pre-sales generated $75,000+ before a single user signed up. Over 650 early adopters on day one.
Acquired in early 2023 and integrated primarily as an upsell within FeedHive. Not every product needs to be a rocket - sometimes a solid upsell is the whole point.
His fifth SaaS. Blocks fake signups before they become chargebacks, DDoS vectors, or support nightmares. Screened 1.2M+ signups and blocked 8,000+ fraudulent accounts within weeks of going live.
FeedHive + Aidbase + LinkDrip + TinyKiwi, bundled into one lifetime deal. At peak in early 2025, LinkedIn posts for FounderStack drove $3,000-$5,000 in daily sales. Then LinkedIn changed. He adapted.
Galaxies.dev is Hoiberg's educational platform for React Native development. The pitch is direct: learn to build production-ready mobile apps from someone who actually builds production-ready mobile apps.
Over 100,000 developers have gone through the curriculum. In a space crowded with tutorial content that covers Hello World and stops before real-world complexity, Galaxies.dev goes the distance.
It's consistent with how Hoiberg approaches content generally - give the real thing away, not a watered-down preview. His newsletter operates the same way. His Twitter feed operates the same way. The business model is simple: earn trust first, revenue later.
His tech stack - JavaScript, React, React Native, Node.js, Next.js - is the same stack he teaches. Nothing performative about it. He builds what he knows and teaches what he builds.
Most founders treat content as a tax - something you do between the "real work." Hoiberg inverted that. Content is the distribution strategy. Transparency is the product differentiation. Building in public isn't a philosophy for him; it's just the most effective way to find customers who trust you before they pay you.
On Twitter/X, he averages 18 posts per week. Not 18 recycled takes - 18 pieces of actual information, data, or perspective from someone running five companies at once. The audience grew from roughly 30,000 at FeedHive's launch to over 200,000 today.
His newsletter applies the same filter. Subscribers describe it as "no-fluff" - a distinction that sounds simple but requires genuine discipline. Every issue earns the time it costs to read.
He's vocal about the mechanics too. When Twitter's API prices jumped to $42,000/month in 2023, he said publicly that it was beyond what any reasonable business could justify. He didn't hedge. FeedHive adapted. He documented it.
When LinkedIn organic reach cratered in mid-2025 - after FounderStack posts were driving thousands in daily sales - he called it openly. The platform shifted toward AI-generated content. He noticed. He adjusted. He kept posting.
"$42,000/month is simply beyond what we consider financially viable or reasonable to pay."
On Twitter API price hikes, 2023"I crushed LinkedIn in beginning of 2025. Posts drove $3,000 to $5,000 in FounderStack sales per DAY. Then around mid-2025 something happened..."
On platform algorithm shiftsBachelor's degree in Software Development. The foundational credential. The work started long before he graduated.
Webintegrator degree. The practical training that predated the university path. Started building early, started shipping early.
Born in Denmark. Built the SaaS portfolio. Relocated to Zurich, Switzerland. The geography shifted; the work ethic didn't.
There's no IPO story here. No series A waiting in the wings. Simon Hoiberg is building a portfolio of small, efficient software tools that run on tiny teams - the kind of businesses that generate real money without requiring a hundred employees and board meetings about runway.
His model is replicable and he knows it. That's why he gives most of it away: the newsletter, the YouTube channel, the 18-posts-a-week cadence on X. He's making the playbook public because the audience is worth more than the secrecy.
The aspiration is sustainability, not scale. Tools that work for their founders as much as they work for their customers. Businesses that fund the life, not the other way around.
He left LEGO. He left TV 2. He left $300,000 a year on the table. He built five companies in Switzerland with a small team and a very clear sense of what he was optimizing for. That's not a cautionary tale. That's the whole point.