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.

I'm focused on building a business where when we succeed as a team, we all reap the rewards of that success together. This isn't generally how it works - in most tech companies, investors will be the real beneficiaries of growth and profitability.

Here's how the profit share works at Buffer:

• We distribute 15% of our net profit as profit share bonuses
• So for 2024, our pool was $30,369

The pool is distributed based on 3 components:

• We distribute 40% of the pool equally across the team, representing the team effort to achieve our results
• We distribute 40% of the pool weighted by salary, reflecting the varying levels of responsibility and impact
• We distribute 20% of the pool weighted by tenure, acknowledging the value of long-term commitment

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.

It was a wonderful feeling to be able to share this outcome and the numbers with the team in our January All Hands a couple of weeks ago. Now we're back at work to deliver a ton of value to customers in 2025 and see where we land a year from now.