I Make $1M/Year With One Website | Starter Story

Alex started Finn vs. Fin as a side hustle in 2018 while working a full-time job at a fintech company. The site is an affiliate marketing business: it reviews and compares health and wellness products, and when a reader clicks through and buys something from a partner brand, Alex earns a commission. The business now generates over seven figures in annual revenue. The first iteration of the site was actually about comparing fintech companies, but Alex quickly noticed that venture capital was pouring into telemedicine startups while almost no one was writing reviews of those services. That gap became his opportunity.

The Breakthrough: Being First in an Uncrowded Niche

For the first six months, Finn vs. Fin made almost no money. The turning point came when Alex realized he could win on Google by targeting queries that had never been answered before. "You can't win in a crowded space when you're young and new and your site isn't authoritative on any level," he says. "But you can win queries that nobody has ever written something for." His criteria for a good niche are that it must be new, have high margins in the product category, and have enough momentum to sustain itself long-term. He and his partner were among the first people in the world to review telehealth platforms that later became public companies. The strategy was simple: be there first, write the best thing online