“Providing solutions that meet real needs has proven far more effective than pushing links or chasing quick sales.”
Jurriaan Koops
Owner GravityWP
Jurriaan Koops, founder of GravityWP, blends a rare combination of technical expertise and human insight. With a background that spans Electrical Engineering and Social Work, Jurriaan brings a uniquely personal approach to his work—building powerful, accessible tools that extend the capabilities of Gravity Forms.
Through GravityWP, Jurriaan and his team develop flexible add-ons that help users get more out of their data—whether by enhancing the user experience, automating workflows, or powering entire no-code applications. Alongside their product offerings, they run Aiwos, an agency that crafts advanced WordPress solutions for governments, nonprofits, and businesses alike.
“What drives me is translating real-world, often non-digital needs into elegant digital solutions. I love solving puzzles and making technology work for people.”
Discovering Gravity Forms
GravityWP’s relationship with Gravity Forms began over a decade ago when Jurriaan was looking for a dependable form builder for client projects. Its flexibility, developer-friendly API, and reliability quickly made it the team’s go-to tool. As client needs evolved, so did their use of Gravity Forms—eventually building no-code web apps with tools like Gravity Flow, GravityKit, and Gravity Perks.
When third-party plugins didn’t quite meet their standards or address specific gaps, Jurriaan and his team began developing their own solutions. Many of these evolved into the GravityWP add-ons available today, and a thriving ecosystem of problem-solving tools emerged.
“Focus on adding value. Whether it’s a tutorial, a plugin, or a product review—help people solve real problems, and conversions will come naturally.”
Jurriaan Koops
Why they became an affiliate
Because their business is so deeply rooted in Gravity Forms, becoming an affiliate was a natural extension of their work.
“We were already recommending Gravity Forms to our clients. Becoming an affiliate just made sense—it let us support the ecosystem we rely on while creating an additional revenue stream.”
Promotion strategy: Value first
GravityWP’s affiliate success stems not from high-volume campaigns but from deep, organic alignment. They promote Gravity Forms through:
• Blog posts and plugin documentation
• Conversations with clients
• Free tools and add-ons that require Gravity Forms to function
Their approach centers on delivering real value first. Free solutions like their CSS Selector plugin, Count, and Merge Tags have become widely used tools in the community—introducing users to GravityWP’s approach and leading many to explore their premium offerings.
“It’s all about creating that ‘aha’ moment. If someone uses one of our free tools and it solves their problem, they’re much more likely to explore what else we offer—including Gravity Forms itself.”
Filling gaps with useful tools
One of GravityWP’s most successful examples came when a free connector between Gravity Forms and MailPoet was abandoned. Rather than wait for someone else to fix the issue, they built their own connector and made it available for free. That kind of responsiveness and utility has built lasting trust among users—and organically driven affiliate conversions.
“Providing solutions that meet real needs has proven far more effective than pushing links or chasing quick sales.”
Results & affiliate impact
While affiliate revenue isn’t the core of GravityWP’s business, the Gravity Forms affiliate program has added a consistent supplemental income stream—without the need for aggressive marketing.
“It complements our work without requiring a heavy lift. We can stay focused on what we love—building solutions—and the affiliate revenue follows naturally.”
Why Gravity Forms is easy to recommend
From Jurriaan’s perspective, Gravity Forms is more than a form builder—it’s a framework for building highly interactive, data-driven WordPress experiences. Its maturity, developer-friendly architecture, and constant evolution make it a standout product in the ecosystem.
“There’s a solution for nearly every challenge—and if there isn’t, Gravity Forms is open enough to let you build your own. That’s exactly what we’ve done.”
Advice for new affiliates
Jurriaan’s advice to anyone just starting out?
“Focus on adding value. Whether it’s a tutorial, a plugin, or a product review—help people solve real problems, and conversions will come naturally.”
He emphasizes that affiliate success is about authenticity and usefulness, not volume or hype. When you believe in the product and invest in your audience’s success, affiliate revenue becomes a byproduct of trust.
Opportunities for growth
As a European-based business, GravityWP noted one small challenge: the W8 tax form required to receive affiliate payouts. While it’s a standard part of international programs, simplifying the process—or offering guidance—could help lower the barrier for more global affiliates.
Looking ahead
GravityWP continues to expand its toolkit while contributing meaningfully to the Gravity Forms community. Their plugins, insights, and developer advocacy make them a trusted voice in the ecosystem.
“We love being part of the Gravity Forms community. The quality of the product and the ongoing commitment to innovation make it a joy to work with.”
Want to build affiliate success by solving real problems—just like GravityWP?