July 2025 Shareholder Update

Hi there,

July was another milestone month for Buffer, marked by record-breaking revenue, strong profitability, and exciting product updates. We posted our highest monthly profit in over four years and grew our cash balance back above $3M. Alongside these results, we launched LinkedIn Profile Analytics and introduced a new Operator group to strengthen execution and keep our creative edge sharp.

Read on for the July numbers, along with a few updates and what’s ahead.

Notes:

• July’s $271K profit was higher than our total annual profit in any year since 2020, bringing year-to-date net income above $1M.
• Total revenue hit a record $1.91M, the highest in Buffer’s history.
• Our Bank balance climbed back above $3M, up $314K month-over-month.

Noteworthy Updates & Reflections

LinkedIn Profile Analytics

In July, we launched LinkedIn Profile Analytics, giving users a simple way to see what is working with their personal LinkedIn posts. Until now, detailed analytics were mostly reserved for company Pages, yet many creators, freelancers, and small business owners build their audiences from personal profiles. We partnered directly with LinkedIn to become an official launch partner for their new Analytics API, making it possible to track post-level metrics like impressions, reactions, comments, shares, engagement rate, and video views. This launch strengthens our analytics offering and expands our appeal to the growing audience of professionals using LinkedIn to connect, share expertise, and grow their businesses.

Strengthening Operations to Fuel Strategic Growth

In July, Joel announced the creation of a new Operator group to help us execute more effectively across teams and follow through on our strategy. This small group of senior operators from Product, Engineering, Marketing, Advocacy, and People will work together to clarify priorities, bring more consistency to our planning tools, and remove bottlenecks that slow us down, with a special focus on EPD operations. I’ll be leading the group in my role as VP of Finance & Operations, supporting operators across the company so we can move faster and with greater clarity.

Our aim is to create a stronger bridge between strategy and execution, while giving Joel more space to lean into a builder and creator mindset. That means shaping vision, driving innovation, and making sure Buffer keeps the uniqueness that fuels both our current success and our future growth. As Joel recently shared, over-optimizing too soon can chip away at the very qualities that make a company stand out. The Operator group will help protect that creative edge while making sure our most important priorities are delivered with focus and momentum.

Legacy Migration Impact

In July, we took an intentional $14,000 reduction to our MRR as part of our ongoing legacy migration work. We reached out to over 1,300 customers on older paid plans who have not been active for some time and let them know we would be proactively canceling their subscriptions at the upcoming renewal. No action was required on their part, and we reminded them they can continue using many of Buffer’s best features on our free plan.

This decision reflects our belief that honoring inactive customers and maintaining trust is more important than short-term gains. Starting with this group is a first step in a broader effort to responsibly steward our customer base while focusing on those actively using and benefiting from Buffer. While this change had a small short-term impact on growth, it positions us for a healthier, more engaged subscriber base over the long term.

What’s Coming Up

A New Way To Grow A Community With Buffer

We’re hard at work on a new experience for replies and comments, which will replace our previous Engage feature and make it easier for creators and brands to connect with their audiences. The goal is twofold: to help aspiring and inconsistent creators build a habit of responding to comments, and to make sure users on both Free and Paid plans can easily manage replies and mentions. Tools for replies aren’t commonly available for free users, and we’re eager to bridge that gap.

At launch, we’ll support comments for Threads, Bluesky, LinkedIn, Instagram, and Facebook. Our team is working towards early October as a launch date, and we’re excited about the potential this has to strengthen engagement for creators and brands across multiple channels.

Thank you for being a part of our journey and for your continued support. Feel free to reply if you have any thoughts or questions.

Jenny Terry
Head of Finance, Buffer