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

Alex started Finn vs. Finn as a side hustle in 2018 while working a full-time job at a fintech company. The site is a product review and comparison platform in the health and wellness space, and it now generates seven-figure annual revenue through affiliate commissions. The business model is straightforward: the site drives shoppers to partner brands, and every time a visitor buys something through a referral link, Alex earns a commission. The conversation covers how he got started, the strategic decisions behind choosing a niche, the mechanics of scaling an affiliate business, and his recent decision to sell.

The Breakthrough: Finding a Niche No One Else Has Written About

For the first six months, the site made zero dollars. The turning point came when Alex identified a specific, underserved niche within health and wellness: telemedicine and telehealth platforms. At the time, these companies were new, and almost no one had written reviews or comparisons of them. Alex explains that a new site with no authority cannot win in a crowded space against established publishers like Forbes or Healthline. Instead, the winning strategy is to target queries that nobody has ever written content for. The criteria for a good niche are that it is new, involves high-margin products, and has enough momentum to sustain interest over time. As he puts it, the secret is to "be there first" an