Finally Freelancing: Maruan Builds Germany's Largest Freelancer Consultancy with Over 1,200 Clients
"Happy Bootstrapping" Volume #38
In 2020, Maruan Faraj founded “Finally Freelancing” – a consultancy for ambitious freelancers who want to become entrepreneurs. Since founding, he has served 1247 clients, built a newsletter with over 50,000 subscribers, and generates several million impressions monthly on social media.
The special part: his team shrank from 17 to 7 employees – revenue stayed the same. A story about LinkedIn strategy, AI optimization, and the courage to take the leap into self-employment at 24.
This is a summary of Episode 150 of the “Happy Bootstrapping” Podcast (German).
From 300 Euro GIF Banners to Freelancer Consulting
Maruan’s journey didn’t start in Germany. He was born in northern Iraq and came to Germany at age six – without speaking a word of German. After studying (communication design), he worked as a frontend designer at an SEO agency. “I produced 3, 4, 5 WordPress websites in a day – like factory work,” he recalls.
The desire for self-employment grew, but comfort was still too high. Until the company was liquidated in 2014.
“I applied to Jimdo, got rejected, and then I thought: You’ll never have this little responsibility again. You’re 24, living in a shared apartment. If not now, when?”
The decisive moment: A contact asked if he could build animated GIF banners. “30 euros per hour,” Maruan said. Ten hours of work, 300 euro invoice. “The money was transferred immediately, and I thought: Wow. If I have more clients and work more, I can earn more.” A game changer for someone from a disadvantaged neighborhood, for whom 1,600 euros net as an employee was the highest aspiration.
The Business Model: From Freelancer to Entrepreneur
Finally Freelancing doesn’t target “the guy in Bali earning his 1,800 euros,” but ambitious freelancers who are already successful and want to think bigger. “Freelancers who alone generate half a million a year and earn more than an agency owner,” Maruan describes his target group.
The consultancy helps these freelancers think entrepreneurially: build structured processes, optimize prices, scale. Since 2020, Maruan has served 1247 clients. The team was temporarily 17 people strong, but is now reduced to 7 FTE (without freelancers) – with revenue remaining constant.
“AI optimization,” Maruan says briefly. The team became more efficient, processes automated. The newsletter with over 50,000 subscribers is a main channel, as is LinkedIn with several million impressions monthly.
Marketing: LinkedIn as the Main Channel
Maruan’s biggest marketing lever is LinkedIn. While others focus on Instagram or TikTok, he consistently focuses on the business platform. “Several million impressions across all socials every month,” he says. Most come from LinkedIn.
His strategy: personal branding. Maruan is the face of Finally Freelancing. He shares his own story, gives insights into his business, and speaks openly about challenges. This creates trust and attracts exactly the clients he wants to work with: ambitious freelancers who are ready to invest.
The newsletter with 50,000 subscribers is the second pillar. “German-speaking freelancers,” Maruan emphasizes. He serves a clear niche and becomes an authority there. The combination of LinkedIn reach and newsletter engagement works.
From 17 to 7 Employees: Efficiency Through AI
The most exciting development: Maruan reduced his team from 17 to 7 employees – with revenue remaining constant. “AI, optimization, stuff like that. We’ve really optimized heavily,” he explains.
He doesn’t mention details in the interview, but the message is clear: More people don’t automatically mean more output. Efficiency, automation, and the right tools can make a smaller team more productive than a large one.
This also allows Maruan to structure his own day. He gets up at 5 AM – not as a religion, but because it works for him. “The art is going to bed early. I’m usually in bed between 8:30 and 9 PM.” Mondays, Wednesdays, Fridays: sports in the morning, then to the office at 8 AM. Tuesdays and Thursdays: deep work from 5 to 10 AM, then longer lunch break.
Bootstrapping with Personal Brand
Finally Freelancing is completely bootstrapped. No investor, no external capital. Maruan’s personal brand is his biggest asset – and it works because he’s authentic. He speaks openly about his background (Iraq, disadvantaged neighborhood, Jimdo rejection), about his work style (getting up at 5 AM, deep work), and about his mistakes.
This makes him credible. And credibility sells – especially in the freelancer scene, where many coaches make big promises but deliver little.
What I Learned from the Interview:
Personal branding beats ads: Maruan builds his brand on LinkedIn, not through paid advertising. Authenticity and visibility bring the right customers.
More team ≠ more output: From 17 to 7 employees with the same revenue shows: efficiency beats team size. AI and automation make the difference.
Niche + newsletter = power: 50,000 subscribers in a clear niche (German-speaking freelancers) are worth more than 500,000 generic followers.
Learnings for Founders:
Start from necessity: Maruan wasn’t accepted at Jimdo – in retrospect the best thing that could happen. Sometimes you need a push.
300 euros can change your life: The first invoice for 300 euros for GIF banners showed Maruan that more is possible. Small successes count.
LinkedIn over Instagram: For B2B, LinkedIn works better than Instagram or TikTok. Focus on one platform beats broad distribution.
Newsletter is your asset: 50,000 subscribers are huge value. Email belongs to you – social media followers don’t.
Getting up at 5 AM is not a religion: “What’s important is to get to know yourself, know when you function best.” Find your rhythm.
AI makes small teams powerful: From 17 to 7 without revenue loss. Automation and the right tools enable scaling without headcount explosion.
Happy Bootstrapping is a German podcast where I interview bootstrapped founders, indie hackers, and solopreneurs about their startup journeys.
Over the years, I’ve connected with many successful entrepreneurs who have built e-commerce shops, SaaS platforms, mobile apps, content businesses, or hybrid models.
Furthermore I am a bootstrapper myself and growing my DevOps-as-a-Sercice and Web Operations Company “We Manage”.