Before Code Snippets Pro powered over a million installs, it was a side project built on nights and weekends. Developer Shea Bunge created the original plugin to simplify custom code management in WordPress, and years later, Verdi Heinz joined forces with a shared vision for sustainable growth and a Pro version that wouldn’t compromise on open-source values.
In this success story, Verdi shares how their complementary skills, slow-and-steady approach, and partnership with Freemius helped turn a lean project into a trusted tool for software makers worldwide.
Hi Verdi — it’s great to have you here! To start, can you tell us a bit about yourself, where you’re based, and how you like to spend your time when you’re not working?
Thanks! I live in the Netherlands with my wife and two kids. Outside of work, I’m a family guy first — our time together is what truly fuels me. I’m naturally curious, often diving into topics like psychology, productivity, and the occasional sci-fi or fantasy rabbit hole.
I aim to learn something new every day, whether it’s fact or fiction. The only thing I enjoy more is tackling a challenging problem. Few things are as satisfying as working toward a solution.
What is the core problem that Code Snippets Pro solves for its users, and what do you believe sets it apart from other solutions in the market?
Code Snippets Pro lets users add and manage custom functionality without editing their theme’s functions.php file or juggling multiple plugins or child themes.
What sets us apart is our focus on simplicity, reliability, and control. It’s built for users who care about performance and want the flexibility of custom code without the technical overhead or risk.
We were early adopters and pioneers in AI integration, and we offer a Cloud Network for storing, distributing, and sharing Snippets across your network of sites or with the public.
Above all, we understand the web design project workflow. Even with Elementor or Gutenberg, that final 10% of client-specific tweaks can eat up 40% of your total build time. We help you reclaim that time with Snippets that handle those tweaks — no extra plugins, no added bloat. Just faster sites and fewer headaches.
Let’s talk about your partnership with Shea Bunge. What drew you together to work on Code Snippets, and what made it click?
Shea built something powerful and clean, and it was one of the few plugins I truly trusted. I reached out to him because I saw long-term potential and believed I could help grow it in a sustainable, respectful way.
We clicked because of our shared value for quality over hype. Our skills also complement each other — he’s the builder, I’m the bridge between tech and people.
As a developer and business strategist, how do you divide responsibilities within the company? How has that balance helped Code Snippets grow over the years?
Shea leads the technical side and I handle the business, marketing, and community. This balance works well because each of us takes ownership of our responsibilities and we respect the other’s input. It’s helped us grow steadily, without burnout or mission drift.
Every person we add to the team is tested for shared core values and the ability to take true ownership. We bring on people who outshine us in their field, and we’re not shy about it. We share the vision and trust them to lead the way.
What challenges did you and Shea face in aligning your visions for Code Snippets Pro, and how did you overcome them?
Shea wasn’t sure about going “Pro.” He’s a craftsman — deeply committed to open source and user trust. I saw Pro as a way to keep serving users long-term without compromising that ethos. It took a few open, respectful conversations to align our visions, and once we did, it unlocked everything else.
You mentioned that you believed in the potential of a Pro version when Shea wasn’t sure. Can you talk a bit about that pivotal moment and how it shaped the direction of Code Snippets?
I remember saying something like, “People want to pay for this — not because they have to, but because they trust us.” That mindset shift was important. It allowed us to build a product that’s valuable on its own, not just as an upsell. And it kept our focus on the user, not just revenue.
What aspects of your and Shea’s different skill sets complement each other the most, and how has that synergy driven Code Snippets Pro’s success?
Shea is deeply technical and detail-oriented, while I’m more strategic and user-focused. I translate user needs into features and priorities, and he builds them with care and precision. This push-and-pull dynamic helps us stay grounded while still moving forward. It’s important to mention that none of this was possible without our other team members (more on them later).
You’re also Global Community Manager at Elementor. How did you manage the balancing act of a full-time role and building a successful plugin, especially in the early years?
Time blocking, honesty, and saying “no” to a lot of things. I only worked on Code Snippets during nights and weekends at first. Having a strong mission helped — I didn’t see it as extra work, I saw it as investing in something meaningful.
Let’s give your awesome team kudos by introducing them and telling us what magic they bring to the team.
Absolutely! We’ve got a small but mighty team:
- Atif Riaz, Chief Cloud
Responsible for developing and enhancing Code Snippets Cloud, and will soon contribute to our plugins as well. - Imran Siddiq, Chief Clarity
Video storytelling expert who creates engaging tutorials and showcases, making Code Snippets easy and enjoyable to use. - Imants Kokis, Chief Cognition
Manages AI and infrastructure, ensuring reliable, intelligent experiences for Code Snippets users worldwide. He’s also responsible for our project management. - John Fraskos, Chief Composition
Leads design, UX, and UI, ensuring Code Snippets is visually appealing, intuitive, and enjoyable for users. - Jeff Mankini, Chief Content Creator
Oversees content creation, partnerships, and affiliates, driving community growth and engagement. - Rami Yushuvaev, Chief Constructor
Lead coder behind generative forms for snippet creation and accessibility expert, ensuring inclusivity and ease of use across all Code Snippets features.
Then there’s Shea from Tasmania, me from the Netherlands and, up until recently, Nate from Israel and Pau from Spain.
Code Snippets Pro has reached 1 million installs — congratulations! Looking back, how do you feel about the gradual and steady growth of the plugin compared to rapid success stories?
Thank you! Honestly, I wouldn’t trade our journey for anything. Fast growth can burn you out or make you lose focus. We’ve stayed consistent, and that’s built a loyal, happy user base that trusts us.
What were some of the key decisions that contributed to the “slow and steady” growth of Code Snippets Pro, and how did you know it was the right approach?
We chose sustainability over scale. We didn’t chase features or hype — we listened to users, prioritized quality, and reinvested in support. It felt right because we were building something with the community, not just for them.
In your experience, what advantages have you seen in taking your time to grow the plugin, rather than rushing to hit milestones?
You get clarity. You have space to fix what’s broken, celebrate what works, and stay true to your values. And you avoid technical debt and emotional burnout, both of which are harder to fix later.
Were there moments when you questioned the gradual pace of growth, or did you always remain confident in the long-term approach?
There were moments of doubt, sure. You look around and see others scaling fast. But every time I talked to a happy user or saw support tickets go down after a fix, it confirmed we were doing the right thing.
Cloud Snippets is a prime example of a WordPress company branching its product into SaaS. Can you tell us about the vision behind Cloud Snippets and how it complements the Code Snippets Pro plugin?
Cloud Snippets is about syncing and sharing your snippets across sites. It’s super useful for freelancers and agencies. It’s also our way of offering recurring value without bloating the core plugin. Think of it as a natural evolution of the product for power users.
What does a typical business day routine look like for you?
I usually start early with family time, then shift into my Elementor role. I slot Code Snippets tasks in the late afternoons and evenings. I keep a running list of tasks and focus on 1–2 high-impact items per day. Sundays are strictly offline.
What does your development/work environment look like?
- MacBook Pro with an ultrawide external display
- Toughpad on the left of my keyboard and a mouse on the right for gestures and pointing
- Notion for planning and task tracking
- GitHub for dev project management, pull requests, and collaboration
- In Your Face makes sure I never miss a call or meeting
- Tactic acts as my meeting stenographer, sending stakeholders a polished recap with main take-aways, decisions, and action items.
I like clean, minimal setups. Less noise, more flow. I use several devices for specific moments that are all in sync with each other. Besides the Macbook Pro, I use a Macbook Air, iPad Pro, iPad mini, iPhone and — always on me — Airpods Pro.
You tried implementing Easy Digital Downloads (EDD) for 3–4 weeks but faced frustrations. Can you share what challenges or limitations you encountered?
EDD can be okay, but not without jumping through many burning hoops, installing all kinds of add-ons, and then praying nothing breaks when one of the many moving parts needs an update. Managing subscriptions and licensing was clunky, and we spent more time fixing things than moving forward. It just didn’t fit our lean team or our long-term goals.
When you found Freemius, what were the biggest differences you noticed for your business, and how did it help address the frustrations you had with EDD?
It just worked. Freemius took care of licensing, updates, checkout, and even global VAT. It saved us months of dev time and gave us peace of mind. Plus, the team behind it really understands plugin businesses and were there for us whenever we needed them.
If not for Freemius, we would not have met our launch date and that’s a fact.
Which Freemius features have had the biggest impact on your business?
Licensing, analytics, seamless checkout, affiliates, and — above all — only one payment and thus invoice per month with all global taxes and gateway fees taken care of. Those features made it possible for us to run a professional plugin business without reinventing the wheel.
In what ways has Freemius contributed to the growth and success of Code Snippets Pro?
It allowed us to focus on product and support — not infrastructure. That freed up time, built trust with users, and let us scale without technical headaches.
How has Freemius influenced the revenue of Code Snippets Pro, and what specific changes have you seen since making the switch?
It gave us a real foundation. Our revenue became more predictable, our churn went down, and we started making data-driven decisions. We literally couldn’t have done that without Freemius.
What other results or success metrics have you seen since implementing Freemius?
Higher conversion rates, smoother user onboarding, and fewer support requests related to licenses or purchases. It really tightened our operations across the board.
How has your experience been working with the Freemius support team, and how have they helped you along the way?
Amazing. They’re responsive, thoughtful, and they get it. It feels like they’re an extension of our team — not just a tool we use.
If you could hit “reset” and start Code Snippets Pro from scratch, what’s one thing you’d do differently, or a key insight you’d apply right from the start?
I’d trust my gut earlier, especially around pricing and the value of Pro. And I’d document everything from day one. It saves so much time later.
What’s one piece of advice you would give to software makers who are just starting out?
Focus on genuinely giving value without expecting immediate returns. Sharing your knowledge, support, or resources freely helps build trust, strengthens relationships, and naturally leads customers to become loyal advocates for your business.
Thanks for your time, Verdi, and we wish you well for the future! Before you go, please drop your social handles so readers know where to find you.
Thanks for having me!
You can find me in our Facebook Community and on LinkedIn. And, of course, check out codesnippets.pro to see what we’re building.
