#392 – How Georgi Petrov built four companies on profit, not fundraising

Episode notes

A story about choosing margins over momentum—and letting investors call you wrong. This episode is for SaaS CEOs stuck around 20% EBITDA and wondering what it actually takes to double it without cutting their way there. Most SaaS companies treat 20% EBITDA as a healthy number. Georgi Petrov targets 50. Georgi, CEO of Uxify, has founded four companies in 15 years with two exits—including one to WP Engine. He doesn't get there by cutting. He gets there by building differently from day one: small teams with high ownership, self-service at premium prices, and a refusal to add cost before it earns its place. And this inspired me to invite Georgi to my podcast. We explore why targeting 50% EBITDA changes every hiring decision, every pricing decision, and every partnership decision a founder makes. Georgi shares hard-won lessons on why small teams outperform large ones, why focus beats optionality, and why selling business outcomes—not product features—makes premium self-service pricing work.