I am Alex Florescu. I live in Bucharest, Romania, and I’ve been playing around with computers since I can remember. I studied computer science and spent the last 20 years building stuff online. These days, I lead product development at ShortPixel, and I still get excited about making the web faster and better.
The Journey Began
Before I ever touched WordPress, I was running a pretty successful screenshot service. It was simple, it worked, and it paid the bills. But it also left me with some free time and extra server space. I figured—why not use that to try something new?
I built an image optimization API. It was fast and efficient, but here’s the thing: nobody used it. It was too technical, too hidden. That’s when I realized if I wanted this to help people, I had to meet them where they were. Enter WordPress.
I’d heard of WordPress before, but in 2012, I finally dove in. It had a massive user base and a plugin ecosystem that made it easy to build something useful. So, we turned the API into a plugin. ShortPixel was born.
The Need for “ShortPixel”
ShortPixel logo
We weren’t the first to think of optimizing images, but we focused on making it easy. Early on, we learned the best way to grow was to listen. We paid close attention to what users needed and added features based on real feedback.
It wasn’t always smooth. We waited too long to hire, explored too many side projects, and complicated our pricing model. But we learned quickly, adjusted, and focused on what really mattered: making websites faster, without hassle.
Later, we launched FastPixel, our take on WordPress cache/speed optimization. One-click, faster site—that’s the goal.
Myself with my Brilliant Team
We’re a small team of ten. Remote, motivated, and completely focused on performance and customer support. Everyone has a voice, and everyone contributes. One of our biggest growth moments was a deal on AppSumo that brought in over 10,000 users. That feedback helped shape the product into what it is today.
Advice for Business Owners
Start small. Talk to your users. Solve real problems.
It’s tempting to build flashy features or chase big markets, but the magic happens when you stay focused and keep improving. If you’re looking to start something in the WordPress space, agencies and plugin developers still have a lot of room to grow—especially in performance, SEO, and usability.
WordPress & Beyond
At ShortPixel, we’re constantly improving. One of our latest projects, SmartCompress, uses AI to find the sweet spot between image quality and size. And with FastPixel, we’re trying to make WP speed optimization something accessible to anyone.
I think WordPress will continue to grow, but it’ll need tools that are easier and smarter. The real challenge is making powerful features accessible to non-technical users. That’s what we’re working on.
Stay in Touch
My Love for the WordPress Community
WordCamps and meetups have been great places to connect with people who care about WordPress. You get to share ideas, hear real stories, and stay grounded.
One person who has really inspired me is Frank Goossens from Autoptimize. He’s built something truly helpful, and I’d love to read his story here one day.
How I Keep Myself Updated
I try to stay plugged in—reading newsletters like The Growth Newsletter and listening to podcasts like “Problem Solvers” and “In Good Company.” Reddit, Twitter, and Indie Hackers also give me a pulse on what people are building and struggling with.
I Have a Life Other Than the Work
When I’m not working, I’m usually outside—hiking, playing the role of the father for my 2 kids, or planning my next trip. I love traveling. Holidays are family time, plain and simple.
I Reward Myself by
Whenever we hit a milestone, I take a little break. Sometimes it’s a weekend hike, other times it’s a quiet dinner with the team or a small bonus to say thanks. Celebrating doesn’t have to be big—it just has to be meaningful.
Special Offer
- Get +50% one-time credits on ShortPixel
No Coupon Req.
- Get +50% on FastPixel
No Coupon Req.
Connect With Me
- shortpixel | fastpixel | Twitter | LinkedIn
