About Us
We are a small team that writes WordPress plugins and themes, and then keeps maintaining them. That second part is the whole business.
$ git log --oneline -5
a4f9c21 fix: race on concurrent flush
8e1d0b7 test: 20-way concurrency case
3c77e40 perf: cut warm-up disk writes 40%
f10a9d3 docs: document the lock
bb2e847 chore: bump to 2.4.1
$ _Evening Xpert started the way most of these things do: with a plugin we needed and could not find. We were building client sites, and every third-party plugin we reached for came with the same trade-off — it did the job, and it also did six things we had not asked for, phoned home, and put a banner in the dashboard.
So we wrote our own. Then a client asked if they could use it on another site, and then someone on a forum asked the same thing, and at some point it stopped being an internal tool.
What we are optimising for
The thing that makes a plugin worth paying for is not the feature list. It is whether it still works in three years, after nine WordPress releases and two PHP upgrades, without you having to think about it. That is unglamorous and it is most of what we do.
Practically, it means we say no to a lot of feature requests, we keep the code small enough that two people can hold it in their heads, and we test against every PHP version we claim to support rather than the one on our laptops.
How we make money
You buy a license once. It covers a set number of live sites, includes updates forever, and includes support for a fixed period. When the support period ends the plugin keeps working and updating — only tickets stop. You can renew support at a discount, or not, and nothing breaks either way.
There is no subscription that switches off your site, no per-image or per-request metering, and no free tier designed to become annoying. We would rather have fewer customers who stay than more who feel trapped.
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Six rules we do not break
These are not marketing lines. They are the constraints we actually design against, and they cost us features regularly.
No dashboard adverts
You paid for the plugin. It will never nag you to upgrade, never email you weekly, and never put a banner above your posts list.
GPL, actually
Our code ships under the GPL and we mean it. Use it on your sites, your clients' sites, fork it if we disappear. The license key gates updates and support, not the software.
Uninstalls cleanly
Deactivate any of our plugins and your site returns to exactly where it was. No orphaned tables, no leftover options, no rewritten content.
Support goes to developers
There is no first-line script. The person answering your ticket can read the stack trace and, if needed, push the fix.
We publish the changelog
Every release, including the embarrassing ones. If we shipped a bug, it is written down with what caused it.
Slow releases, boring updates
We would rather ship every six weeks and have nothing break than ship weekly and spend Fridays firefighting.
What happens before a release reaches your site
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01
Written
Every feature starts as a paragraph explaining the problem. If it cannot be explained in a paragraph, it is not understood yet.
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02
Tested
Unit tests for the logic, integration tests against a real WordPress install, on every PHP version we claim to support.
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03
Reviewed
A second person reads every line before it merges, checking it against the WordPress plugin security guidelines.
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04
Released
Tagged, changelogged, and pushed to the update server. Then we watch the error reports for a week before we start the next thing.
What we build and test against
Questions we have not answered here?
Ask us directly. Pre-sales questions go to the same people who write the code, so you will get a real answer rather than a brochure.