I’m probably alone here and this goes against the HN consensus but, as great a piece of tech Postgres is, I’ve often found it to be a premature optimization to pick as the main DB for newer companies. If you don’t know what your data models are, you’re going to end up in worlds of pain constantly running schema migrations like the OP describes.
If you give your schema a good thought (The one place where you shouldn't rush and take shortcuts at the beginning) and for example use jsonb columns and later move data out of it if you notice you need to query on it more performantly you can get very far.
The pain of data model migrations is also usually not that big if the company isn't very large and has a lot of legacy yet.