January 2025 Shareholder Update

💡 Sent to shareholders on

Hi there,

We're looking forward to continuing the momentum we’ve built at Buffer in recent years. We'll continue delivering a ton of value to customers in 2025, and we expect strong results for the year. Read on for Buffer’s January 2025 results and key updates.

Notes:

• January represented our strongest growth in years, setting all-time records across many metrics.
• We achieved our all-time best month for signups, with over 123,000 new users joining us.
• Revenue reached $1.73M (our highest level since 2021).
• We closed the month with $64,000 in net income, our 10th consecutive month of profitability.

Note-worthy updates and reflections

Issuing a Profit Share to the Buffer Team

2024 was a profitable year for Buffer, something we've really celebrated as a team after two years of losses. We closed the year with a net profit of $202,459. But perhaps the most exciting part for me of achieving a profit is that we were able to distribute our profit share bonus again. We're a 73-person team, and this year, the average profit share bonus is $416. It's not a huge number by any means, but it represents a huge achievement by the team of turning around a multi-year decline. And we're on track in 2025 to increase our net profit (and the bonuses) by 5X or more. Read more about our 2024 profit share here.

Doubling Down on Our Down-And-Wide Strategy

We reached all-time highs in signups and activations in January. Analyzing the growth, we believe this surge is the result of doubling down on our down-and-wide strategy, coupled with a few key drivers:

• Blog-driven signups increased 9% thanks to refreshed, high-performing content
• Paid marketing hit a record in customer acquisition while maintaining efficient cost-of-acquisition
• January’s usual SaaS momentum brought fresh energy and new goals

These results signal to our team that our focused investment in acquisition and product quality has been effective, and will continue to yield results for us long-term.

New Feature: Streaks

In January we launched Streaks, a feature to help customers build consistent posting habits. Post at least once a week to build up a streak; miss a week and your streak resets. Consistency is the foundation of success on social media, and Streaks is one step towards supporting Buffer users with that key element of their social strategy. Streaks is already driving engagement, and we’re excited to build on it in the months ahead. We're seeing early signs that Streaks leads to better results for our customers and ultimately for Buffer through increased retention. Read more about Streaks here.

Platform Opportunity: Reintroducing the Public API

In January, the product team began early work on a reimagined public API,a foundational step toward expanding Buffer as a platform. With 170k+ MAU, 60k+ paying customers and strong growth, we believe that we are well positioned to expand Buffer into a platform customers and developers can build upon.

Our Platform vision will allow us to keep the core product simple while offering power users the flexibility to tailor Buffer to their needs—covering use cases we haven’t even imagined yet. Much like our ongoing "Consumer Grade UX (CGX)" initiative, this work will push us to modernize Buffer’s architecture, prioritize performance, and embrace a platform mindset. By building alongside our community, we can do more with a small team and unlock the potential of our broader ecosystem.

No More Burn Rate

For the first time in years, we no longer have a burn rate at Buffer. We closed out January profitable, growing and holding more cash than we did in January 2024. We’ve officially closed the chapter on runway tracking and are firmly on the path of long-term, sustainable growth.

Thank you for being part of our journey and for your continued support. As always, reply if there’s anything on your mind.

– Joel, Founder CEO