Transparency is more than just a value at PerfGrid (formerly Hosting4Real) – it’s the cornerstone of its service.
From its early days in the northern tip of Denmark to becoming a trusted name in global hosting, PerfGrid has built its reputation on openness, reliability, and an unwavering commitment to exceptional service.
Growing up in Denmark, PerfGrid’s founder, Lucas Rolff wasn’t particularly interested in computers – he was more of an outdoors kid.
That all changed when he turned 15.
From WoW to web hosting
World of Warcraft came into his life and Lucas started to think about how the technology worked. When he got to know a sound engineer at Blizzard – the creators of this computer game – who was also a web developer, that’s when his interest in exploring IT really ramped up.
With guidance from this mentor, Lucas dived into the world of web development and hosting, which eventually led him to set up Hosting4Real – he recently decided it was time for the organization to undergo a name change and PerfGrid was born, a nod to product performance and seamless grid integration.
While it took Lucas some time to develop a passion for technology, entrepreneurship was already in his DNA. He explains how he comes from a family of business owners that extend across various generations: “My great-grandfather owned a small newspaper production, my grandma used to be a hair-dresser for 40 years, my dad and mom ran a taxi business for 12 years – I think everything these influences caused me to lean towards being independent.”
Raised in a family of business owners, he learned the importance of hard work, independence, and integrity.
This is reflected in the service he and PerfGrid provide today.
Transparency with real-time numbers
From Denmark and now living in the Netherlands – two countries that are well known for their direct communication – it seems that this mix of cultural influences is reflected in how PerfGrid operates.
“I’ve always liked when companies are super transparent,” Lucas explains. “It really comes down to the frustration I felt as a customer of larger hosting providers. Too many times, I was let down by a lack of transparency, which led to poor outcomes.”
One of the most visible examples of PerfGrid’s transparency is the real-time statistics section on its homepage. Visitors can see live data such as the volume of HTTP requests, DNS queries, hosting accounts, domains hosted, support tickets, and the number of tickets in their queue. By sharing this operational data, PerfGrid fosters customer trust and confidence. When reflecting on past frustrations as a customer, Lucas has always been clear about the approach he wanted for his business: “I didn’t want to be in the same boat – it’s why I think that sharing interesting metrics always gives you a bit more trustworthiness.”
PerfGrid’s openness extends to difficult situations, such as service outages.
Rather than leaving customers in the dark, PerfGrid takes the time to explain what happened and outlines the steps being taken to ensure the issue doesn’t happen again. This level of communication has been key in building the trust that PerfGrid is known for. “For me, that transparency is crucial,” Lucas says. “It’s about telling things as they are, even when it’s not good news. Being transparent builds trust, and trust is everything when it comes to customer relationships.”
PerfGrid’s openness perfectly aligns with its strategic goal to “deliver high-performance hosting.” With a strong European identity, PerfGrid has the technology and ambition to go global, embodying its tagline of being “based in Europe but globally available.” This combination of transparency and exceptional performance ensures that clients receive reliable, top-tier hosting services, no matter where they are located.
The 330% price rise
A pivotal moment in PerfGrid’s history came when Lucas made the bold decision to raise prices by 330% for new customers.
This move, while risky, proved to be transformative for the company. Hosting services were often undervalued, and Lucas saw an opportunity to attract clients who valued quality and reliability over cheap prices, businesses who were looking for partners who could help drive long-term sustainable success.
“Hosting was a lot cheaper a decade ago,” he says before adding that this was often reflected in the quality. By increasing its prices, PerfGrid attracted customers who valued reliability and performance. This decision not only boosted profitability but also reinforced the company’s reputation. Furthermore, Lucas ensured that existing customers remained on the old pricing plan, fostering loyalty.
Another key milestone was when the businesses shifted from leasing hardware to investing in its own infrastructure. This move gave Lucas greater control over its services, ensuring it could deliver on its promise of high performance without being dependent on anyone else.
The secret to a great service
Lucas believes the best experience is one where customers rarely need support because services run smoothly. However, when assistance is needed, PerfGrid strives to go above and beyond. He often helps customers with issues that extend beyond his hosting remit, be that with a WordPress issue or other IT headaches.
When speaking about customers, Lucas also believes in parting ways with clients who don’t align with PerfGrid’s values. “It’s okay to let go of customers who don’t share the same wavelength,” he says. “You can’t please everyone, and it’s better for them to find a provider that suits their needs.”
PerfGrid continues to grow, but Lucas is keen to remain involved in the day-to-day, nitty gritty stuff. “I don’t want to move away from having my hands on the product itself – to have your finger on the pulse you have to get your hands dirty.
With its European roots, global reach, and unwavering commitment to transparency and performance, PerfGrid sets the standard for exceptional hosting services. By staying true to its values and continually investing in customer trust, PerfGrid is poised to enjoy strong growth in the hosting industry for years to come.
“If you like sleep and a quiet phone, don’t get into hosting,” Lucas jokes. “But if you’re passionate and willing to work hard, the opportunities are endless.”
PerfGrid has been a valued Openprovider customer since 2019. It is also an Openprovider Member and is able to access cost-price domains and manage everything on one platform.
Check out how Openprovider Membership can help you become a successful and profitable reseller here.
