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Our modern and intuitive SaaS platform combines our proprietary data and application layers into one vertically-integrated solution with advanced machine learning and artificial intelligence capabilities.
−Removed: This enables business users of any skill level to harness their data in order to send the right message at the right time across email, SMS, and push notifications, more accurately measure and predict performance, and deploy the specific actions and campaigns that drive the highest impact.
−Removed: By combining easy implementation, rapid time-to-value, and clearly attributable outcomes, we drive substantial ROI for our customers.
+Added: This enables business users of any skill level to harness their data in order to send the right message at the right time across email, short message service (“SMS”), and push notifications, more accurately measure and predict performance, and deploy the specific actions and campaigns that drive the highest impact.
+Added: Our reviews add-on allows our customers to collect product reviews within our platform to provide a seamless experience across the customer lifecycle, and our Customer Data Platform (“CDP”) offering gives customers user-friendly ways to track new types of data, transform and cleanse data, run more advanced reporting and predictive analysis to drive revenue growth, and sync data in to and out of Klaviyo at scale.
We focused on marketing automation within retail and eCommerce as our first application use case, and we believe our software is highly extensible across a broad range of functions and verticals.
−Removed: As of December 31, 2023, our platform had efficiently scaled to over 143,000 customers, and in 2023 we delivered over $50 billion of KAV (as defined below) to our customers.
−Removed: Businesses today struggle to deliver impactful consumer experiences because they cannot effectively harness increasingly complex consumer data.
−Removed: At a time when consumers expect more personalized, relevant, and consistent interactions across digital channels, they are instead inundated with an overwhelming number of inconsistent and ineffective marketing messages.
−Removed: As user tracking rules change, third-party data has become unreliable, complicated, and expensive to use.
−Removed: Meanwhile, the proliferation of first-party data has made it difficult for businesses to aggregate, synthesize, and use these disparate data sets.
−Removed: Other software solutions were not purpose-built to harness customers’ first-party data to deliver impactful consumer experiences.
−Removed: Data-focused offerings, such as cloud data warehouses or operational databases, provide the ability to store and analyze significant volumes of data for general-purpose use cases but are not purpose-built for consumer data and lack the front-end application layer.
−Removed: Marketing solutions are insufficient because they lack the underlying data intelligence.
−Removed: Simple marketing solutions use a flattened and narrowed view of a consumer’s historical data.
−Removed: This basic profile data alone significantly limits the granularity of segmentation businesses can use.
−Removed: Profile data is also difficult to combine with event data, which includes all digital touch points of a consumer’s engagement with a brand and provides necessary real-time information.
−Removed: Point marketing solutions tend to focus on single engagement channels, driving inconsistent and disjointed consumer experiences across digital channels.
−Removed: In an attempt to bridge this gap, other marketing solutions use a patchwork of third-party technologies, such as separate consumer data, learning, and messaging applications.
−Removed: These solutions often require significant technical expertise to implement, operate, and maintain, which limits flexibility, reduces speed, and increases costs.
−Removed: Furthermore, these solutions are not able to provide clear revenue attribution, minimizing ROI.
−Removed: We built Klaviyo to address these challenges.
−Removed: By vertically integrating our data layer and marketing application, we make it easy for businesses to create and store unified consumer profiles and then use those profiles to derive new insights and ultimately drive revenue generation.
+Added: Today, our customers primarily operate within the retail and eCommerce vertical, and we are also seeing organic growth from customers in other verticals, such as education, events and entertainment, restaurants, and travel, as well as from business-to-business (“B2B”) companies.
+Added: By combining easy implementation, rapid time-to-value, and clearly attributable outcomes, we drive substantial ROI for our customers.
+Added: As of December 31, 2024, our platform had efficiently scaled to over 167,000 customers.
+Added: By vertically integrating our data layer and marketing application, we make it easy for businesses to create and store unified consumer profiles and then use those profiles to derive new insights, rapidly segment their consumers, and ultimately drive revenue generation.
We purpose-built a centralized, scalable, and flexible cloud-native data store for our customers to intelligently aggregate and process first-party consumer profile and event data without friction.
−Removed: This approach enables our customers to seamlessly generate unified and highly-granular consumer profiles, populated with data from customers’ systems and from over 350 third-party integrations, from eCommerce platforms – such as Shopify, Salesforce Commerce Cloud, and WooCommerce – to loyalty, customer service, and shipping solutions.
−Removed: We built an application layer on top of our data layer to provide a comprehensive set of tools and features that enable our customers to
−Removed: easily turn consumer preferences into insights and actions.
−Removed: Combining our data layer and application layer into one vertically-integrated platform allows our customers to rapidly segment their consumers, easily create highly-personalized experiences, and automatically send messages customized to their unique brands.
−Removed: This integrated approach also means our customers do not have to pre-configure their data or manage complex integrations.
−Removed: Our platform and customers benefit from significant network effects.
−Removed: As of December 31, 2023, we assembled over 8.9 billion consumer profiles across our customer base, and in the twelve month period ended December 31, 2023, we processed over 835 billion events, which are data on how consumers engage across channels, such as opening an email, browsing a website, or placing an order.
−Removed: As we add more customers and more anonymized data on our platform, we are able to better refine our predictive models of consumer behavior.
−Removed: These network effects also enable us to continually refine our guided software recommendations to drive more impactful campaigns and specific actions.
−Removed: Our land-and-expand strategy aligns our own success with that of our customers.
+Added: This approach enables our customers to seamlessly generate unified and highly-granular consumer profiles, populated with data from customers’ systems and from over 350 third-party integrations, from eCommerce platforms – such as Shopify, WooCommerce, and Salesforce Commerce Cloud – to loyalty, customer service, and shipping solutions.
+Added: We built an application layer on top of our data layer to provide a comprehensive set of tools and features that enable our customers to easily turn consumer preferences into insights and actions.
We generate revenue through the sale of subscriptions to our customers for the use of our platform.
−Removed: Our subscription plans are tiered based on the number of active consumer profiles stored on our platform combined with the number of emails and SMS messages sent.
−Removed: As our customers’ businesses grow, they utilize more consumer profiles and send more emails and SMS messages, which naturally increases their usage of our platform.
−Removed: Our revenue also expands when our customers add additional channels, such as SMS, or when their other brands, business units, and geographies start using the platform.
−Removed: In addition, we recently launched our reviews and customer data platform (“CDP”) products.
−Removed: Klaviyo reviews allows customers to collect product reviews alongside consumer data and messages.
−Removed: Klaviyo CDP gives customers user-friendly ways to transform and cleanse data, run more advanced reporting and predictive analysis to drive revenue growth, and sync data into and out of Klaviyo at scale.
−Removed: Our CDP offering provides enhanced features and functionality to our core platform offering, including advanced reporting and improved data management tools with minimal additional implementation required.
+Added: Our subscription plans are tiered based on the number of active consumer profiles stored on our platform and the number of emails and SMS messages sent.
+Added: We currently permit our customers to send unlimited push notifications, which are included as part of our email subscription plan.
+Added: Active consumer profiles are identified profiles that can be reached via at least one enabled marketing channel in Klaviyo;
+Added: this means the profile is not suppressed, either by revoking consent or being rendered undeliverable.
+Added: The vast majority of our subscription plans today are monthly.
+Added: Our land-and-expand strategy aligns our own success with that of our customers.
+Added: As our customers’ businesses grow, they utilize more active consumer profiles and send more emails and SMS messages, which naturally increases their usage of our platform.
+Added: Our revenue also expands when our customers add additional channels, such as SMS, and additional use cases, such as reviews and our CDP offering, or when their other brands, business units, and geographies start using our platform.
Our go-to-market strategy is primarily product-led, and we attract the majority of our new customers through inbound channels, such as word-of-mouth, agency partnerships, and platform integrations.
−Removed: Many of our customers come through our self-service channel by simply signing up for our platform without the need for a salesperson’s involvement.
We have built a large and growing ecosystem of major eCommerce platforms, agency partnerships, and developers, which helps us efficiently attract new customers.
−Removed: More recently, we have developed an outbound sales team focused on larger accounts.
Once customers access the Klaviyo platform, they can easily integrate with more than 350 third-party data sources to import and explore their first-party data and design and run campaigns and automations, providing rapid time-to-value.
−Removed: Today, our customers primarily operate within the retail and eCommerce vertical, and we are also seeing organic demand from customers in other verticals, such as education, events and entertainment, restaurants, and travel, as well as from business-to-business (“B2B”) companies.
−Removed: We have begun to explore ways to serve these new verticals more intentionally, and to that end we launched Klaviyo for Wellness in 2023.
When we first launched our platform, we intentionally focused on serving entrepreneurs and small and medium-sized businesses (“SMBs”).
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We grew our revenue 34.3% year-over-year, from $698.1 million in 2023 to $937.5 million in 2024.
−Removed: Our net losses for 2022 and 2023 were $49.2 million and $308.2 million, respectively, representing a year-over-year increase of 526.6%.
−Removed: This increase in net loss year-over-year was mainly driven by $340.8 million in stock-based compensation expense, the majority of which was incurred in connection with the vesting of outstanding equity awards upon our Initial Public Offering (“IPO”).
+Added: Our net losses for 2023 and 2024 were $308.2 million and $46.1 million, respectively, representing a year-over-year decrease of 85.0%.
+Added: This decrease in net loss year-over-year was mainly driven by an increase in revenue and a $203.4 million decrease in stock-based compensation expense, the majority of which was related to the vesting of outstanding equity awards upon our initial public offering (“IPO”) in September 2023.
We grew our gross profit 37.7% year-over-year, from $520.2 million in 2023 to $716.2 million in 2024, representing gross profit margins of 74.5% and 76.4%, respectively.
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• Granular segmentation with real-time action by unifying profile and event data.
−Removed: Our customer data store was designed to consolidate customers’ first-party data at scale, synchronizing and unifying data from over 350 integrations seamlessly into a single system-of-record.
+Added: Our customer data store is designed to consolidate customers’ first-party data at scale, synchronizing and unifying data from over 350 integrations seamlessly into a single system-of-record.
To ensure companies have the right information to engage with consumers effectively, our data store is optimized for very large data sets with the capacity to combine and store the entire consumer history of profile and event data of our customers in real time.
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This approach also allows our customers to get up-and-running quickly without having to pre-configure their data and manage complex integrations.
−Removed: Going forward, our vertically-
−Removed: integrated technology stack also gives us the ability to easily extend our platform into new channels and applications.
+Added: Going forward, our vertically-integrated technology stack also gives us the ability to easily extend our platform into new channels and applications.
• Predictive insights enhanced by machine learning and artificial intelligence to drive revenue growth.
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Our easy-to-use platform gives business users of any technical skill level the ability to easily build consumer segments, personalize content, create new automations, run tests, engage with their consumers, and launch marketing campaigns with differentiated experiences.
−Removed: Our platform offers simple, one-click drag-and-drop customizable templates for designing messages and generative artificial intelligence tools for creating content, allowing our customers to easily create impactful experiences customized to their unique brands.
+Added: Our platform offers simple, one-click drag-and-drop customizable templates for designing messages and generative artificial intelligence tools for creating content and targeting communications, allowing our customers to easily create impactful experiences customized to their unique brands.
For advanced functionality, we offer a suite of tools to enable developers to build rapid automations for different use cases and quickly integrate with other systems efficiently, all from a simple and intuitive user interface.
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Due to our pre-configured data model and automatic integrations, our platform offers rapid and efficient implementation.
−Removed: Meanwhile, due to our advanced technological architecture and vertical integration, we can ascribe the amount of revenue that our customers generate with specific engagements through our platform, quickly and easily quantifying their success.
+Added: Meanwhile, due to
+Added: our advanced technological architecture and vertical integration, we can ascribe the amount of revenue that our customers generate with specific engagements through our platform, quickly and easily quantifying their success.
Our Growth Strategies
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• Attract new customers.
−Removed: We have rapidly expanded our customer base to over 143,000 as of December 31, 2023 due to our product-led growth strategy.
+Added: We have rapidly expanded our customer base to over 167,000 as of December 31, 2024 due primarily to our product-led growth strategy.
We expect to continue to acquire new customers through inbound channels, such as word-of-mouth, expanding platform integrations and agency partnerships, and growing our sales team that focuses on larger accounts.
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We focus on expansion in three primary ways.
−Removed: First, as our customers increase their usage of our platform through the number of active consumer profiles they have and email and SMS messages they
−Removed: send, they move to higher subscription tiers.
+Added: First, as our customers increase their usage of our platform through the number of active consumer profiles they have and email and SMS messages they send, they move to higher subscription tiers.
Second, adding more communication channels and use cases, such as SMS and reviews, further expands the sales we generate from existing customers.
−Removed: We also recently launched our CDP offering, which gives our customers user-friendly ways to transform and cleanse data, run more advanced reporting and predictive analysis to drive revenue growth, and sync data into and out of Klaviyo at scale.
+Added: Our CDP offering gives our customers user-friendly ways to transform and cleanse data, run more advanced reporting and predictive analysis to drive revenue growth, and sync data into and out of Klaviyo at scale.
Finally, we expect to continue to see growth from selling our platform to our customers’ other brands, business units, and geographies.
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We believe we have significant expansion opportunities in international markets.
−Removed: We initially started by serving customers in North America and, in 2019, we opened our London, England office to serve the European region, followed by our Sydney, Australia office in 2022 to target the Asia Pacific region.
−Removed: We currently offer our platform and service only in English and only bill in US Dollars.
−Removed: Based on these successful expansions, we believe we have significant international opportunities ahead, especially as we add additional languages and currencies to our platform.
+Added: We initially started by serving customers in North America and, in 2019, we opened our London, England office to serve the European region, followed by our Sydney, Australia office in 2022 to target the Asia Pacific region, and we expanded our presence in the European region by adding operations in Dublin, Ireland in 2024.
+Added: We currently offer our platform and service in English, French, German, Portuguese, Korean, Spanish and Italian, and we believe we have significant international opportunities ahead, especially as we add new languages.
+Added: We also currently only bill in U.S.
+Added: Dollars, and we believe that adding additional currencies to our platform will help us better serve the international market.
• Invest in our platform.
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We launched with our data platform and email offering, and have since added additional communication channels, such as SMS and push notifications, and additional use cases, such as reviews and our CDP offering.
−Removed: Near term, we have a clear product roadmap ahead of us, including the launch of other marketing applications.
−Removed: Given the broad applicability of our platform, we believe that long-term we can continue to launch new channels and capabilities to attract new customers as well as cross-sell to our existing customers.
+Added: In 2024, we also launched Klaviyo AI, a suite of features that provide customers with AI-powered tools to streamline data segmentation, create and orchestrate campaigns, and drive better engagement.
+Added: Near term, we will continue to expand our marketing automation platform and extend to product areas outside of marketing.
+Added: Given the broad applicability of our platform, we believe that long-term we
+Added: can continue to launch new channels and capabilities to attract new customers as well as cross-sell to our existing customers.
• Expand into new verticals and use cases.
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This includes a range of drag-and-drop email templates, allowing customers to easily edit and customize pre-built templates;
−Removed: email campaigns and automations, including Smart Send Time features, generative AI for subject line creation, and A/B testing tools;
+Added: email campaigns and automations, including Smart Send Time features, generative AI for email content and subject line creation, and A/B testing tools;
and advanced consumer list segmentation, all of which are tools to help create high-performing email engagements.
−Removed: Our SMS marketing capability enables customers to send targeted text messages to their consumers and strengthen relationships through our conversational SMS feature, which allows businesses to send personalized responses
−Removed: to consumers in real-time.
−Removed: We also offer built-in contact cards to ensure that texts from our customers don’t appear as random numbers.
+Added: Our SMS marketing capability enables customers to send targeted text messages to their consumers and strengthen relationships through our conversational SMS feature, which allows businesses to send personalized responses to consumers in real-time.
+Added: We also offer built-in contact cards to ensure that texts from our customers do not appear as random numbers.
Our consent management and compliance tools save time and money for our customers and enable them to focus on delivering a highly personalized consumer experience.
−Removed: Our AI-powered SMS suggested responses generate replies for our customers when consumers send them texts.
+Added: Our AI-powered SMS assistant uses generative AI to create message content and generate suggested responses for incoming text messages.
Our push notification channel allows customers to send personalized push notifications on iOS and Android devices to engage consumers with timely and relevant mobile app notifications to build omnichannel experiences.
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Other Applications
−Removed: Our recently launched reviews add-on allows our customers to collect product reviews alongside their existing consumer data and messaging in Klaviyo, delivering a more seamless experience across the customer lifecycle.
+Added: Our reviews add-on allows our customers to collect product reviews alongside their existing consumer data and messaging in Klaviyo, delivering a more seamless experience across the customer lifecycle.
+Added: Our AI tools suggest
+Added: review headlines for consumers based on their review content, and generate personalized review replies for our customers with the click of a button.
Customer Data Platform:
−Removed: Our recently launched CDP offering allows our customers to manage and deploy their data in Klaviyo more effectively.
+Added: Our CDP offering allows our customers to manage and deploy their data in Klaviyo more effectively.
Our CDP is built on the same infrastructure as Klaviyo’s marketing application and provides user-friendly tools to unify, enrich, and transform data, run more advanced reporting and predictive analysis, and sync data into and out of Klaviyo at scale.
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Integrations:
−Removed: We integrate with a wide range of data sources such as retail and eCommerce platforms, including Shopify, Salesforce Commerce Cloud, and WooCommerce, to comprehensively replicate all historical profile and event data in Klaviyo and synchronize data going forward.
+Added: We integrate with a wide range of data sources such as retail and eCommerce platforms, including Shopify, WooCommerce, and Salesforce Commerce Cloud, to comprehensively replicate all historical profile and event data in Klaviyo and synchronize data going forward.
These integrations allow our customers to create a complete consumer source of record, bringing additional profile and event information into Klaviyo with minimal engineering effort.
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Our advanced audience segmentation allows businesses to create consumer segmentation based on all the consumer data they have available in Klaviyo, including purchase history, engagement levels, and Klaviyo-powered predicted customer lifetime value.
−Removed: The segmentation feature enables our customers to better target consumers with personalized engagement.
+Added: The segmentation feature enables our customers to better target consumers with personalized engagement, and our AI tools allow our customers to quickly create segments using natural language inputs.
Via Klaviyo’s outbound integrations, segments can be automatically pushed to ad networks to further target consumers or accessed via API to power actions in other systems.
Automation — Campaigns and Flows:
−Removed: Our Flow Builder allows customers to set up automations that trigger messaging or actions in other systems via webhooks based on any consumer information stored in Klaviyo.
−Removed: With our campaign management software, businesses can easily build personalized marketing campaigns based on their consumer data.
−Removed: These campaigns can be delivered across our communication channels to deliver a personalized omnichannel experience.
−Removed: Businesses can also use our marketing automation software for campaigns, which deliver regular interactions to inform their consumers about new channel launches, sales announcements, and newsletters.
−Removed: Our platform has built-in generative artificial intelligence capabilities to allow users to auto-generate email and SMS content.
+Added: Using our platform, businesses can build marketing campaigns, which deliver regular interactions to their consumers about new launches, sales announcements, newsletters, and more.
+Added: With Klaviyo, customers can drive more revenue by building data-powered omnichannel campaigns that engage their consumers across every touchpoint.
+Added: We offer pre-built templates for customers to choose from, and our platform has built-in generative artificial intelligence capabilities to allow users to auto-generate email and SMS content and build automations using natural language inputs.
+Added: Our platform also enables businesses to build flows, which are a sequence of automated actions, including messages, that are triggered when a consumer performs a specific action — such as joining a list, being added to a segment, making a purchase, or abandoning their cart.
+Added: We also offer customers the ability to use our Flows AI functionality to use natural language to build and manage their flows.
Our built-in attribution allows customers to quantify and understand the revenue impact of campaigns and flows.
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Our data layer is the core of the Klaviyo platform and the foundation on which we built all our functionality.
−Removed: We built a composite data store that aggregates effectively unlimited amounts of data in a way suitable for transactional, analytical, and machine learning workloads.
+Added: We built a composite data store that aggregates effectively unlimited amounts of data in a way suitable for transactional, analytical,
+Added: and machine learning workloads.
The extensible architecture of our data store runs an ingestion pipeline responsible for deduping, data augmentation, and identity resolution.
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Our vertically-integrated platform is built for massive scale using cloud computing.
−Removed: In order to enable our customers to create dynamic, personalized experiences for their end users, we efficiently ingested and stored over 2.2 billion events every day on average during 2023.
−Removed: We use this data to power personalization and send billions of messages across multiple channels each month, including email, SMS, and push notifications.
+Added: In order to enable our customers to create dynamic, personalized experiences for their end users, we efficiently ingested and stored billions of events every day on average during 2024.
+Added: We use this data to power personalization and send billions of messages each month across multiple channels, including email, SMS, and push notifications.
Optimized for Large Data Sets :
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In addition to reliability, we also built our platform with message deliverability as a top concern.
−Removed: Our customers demand tools that help them maintain a trusted reputation with their consumers and channel providers, which we accomplish by delivering personalized experiences on time and in accordance with applicable laws, regulations, and best
+Added: Our customers demand tools that help them maintain a trusted reputation with their consumers and channel providers, which we accomplish by delivering personalized experiences on time and in accordance with applicable laws, regulations, and best practices.
To further ensure trust in delivery, we also provide features like guided warming, shared and dedicated sending internet protocol addresses, and a tight feedback loop with channel providers.
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Our partner ecosystem includes commerce platforms, other technology companies, marketing agencies, systems integrators, and developers.
−Removed: Each constituent of our ecosystem contributes to the growth of our business increasing our collective reach, the depth of our integration portfolio, and the breadth of our customer data.
+Added: Each constituent of our ecosystem contributes to the growth of our business increasing our collective reach, the depth of our integration portfolio, and the breadth of our customers’ first-party consumer data.
Commerce Platforms
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We have additionally integrated with Amazon Buy with Prime.
−Removed: Our platform integrations create value
−Removed: for customers across a variety of verticals beyond retail and eCommerce.
−Removed: For example, we integrate with Olo in the restaurant industry, Mindbody in the fitness and wellness industry, and Eventbrite in the events industry.
+Added: Our platform integrations create value for customers across a variety of verticals beyond retail and eCommerce.
+Added: For example, we integrate with Olo and Toast in the restaurant industry, Mindbody in the fitness and wellness industry, and Eventbrite in the events industry.
Other Technology Partnerships
−Removed: We enhance our platform through our large technology partner ecosystem and robust library of integrations with other technology platforms, including Google, Meta, Zendesk, Gorgias, LoyaltyLion, Okendo, and Yotpo.
+Added: We enhance our platform through our large technology partner ecosystem and robust library of integrations with other technology platforms, including Google, Meta, Zendesk, Gorgias, LoyaltyLion, Pinterest, and Canva.
We have built a robust suite of over 350 pre-built integrations and native data sources that customers want connected to their Klaviyo hub.
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We have built a deeply-invested community of digital marketing agencies, systems integrators, freelancers, and other consulting partners who recommend their clients use Klaviyo to design, run, and measure their marketing campaigns.
−Removed: In 2023, more than 5,000 unique marketing agency and consulting partners referred leads to Klaviyo.
These agencies help our customers run effective campaigns using Klaviyo, and provide strategic guidance to help our customers achieve their goals utilizing our platform.
−Removed: Many of these partners develop in-house Klaviyo expertise, build Klaviyo-dedicated service offerings, and go-to-market as a Klaviyo partner.
+Added: Many of these partners develop in-house Klaviyo expertise, build
+Added: Klaviyo-dedicated service offerings, and go-to-market as Klaviyo partners.
We mirror the investment these partners have made in Klaviyo by offering them a partner program (including incentives and requirements), partner-specific tools, and dedicated training and support.
Marketing agencies partner with us because our platform is able to help their clients more effectively target consumers, and in the process, the agencies are able to grow their own businesses.
−Removed: Systems integrators support many of our mid-market and enterprise customers and work with businesses to help them get started on our platform.
+Added: Systems integrators support many of our customers and help them get started on our platform.
In some cases, our systems integrator partners leverage our flexible and scalable APIs to build custom integrations and bespoke solutions for their customers.
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As a result, when developers are using our platform to build and test code, they can do so without needing to set up separate hosting environments.
−Removed: We also provide developers with data sample generation tools, allowing developers to run and test their code against real, anonymized datasets which we generate for them as sample sets, versus relying on the developer to identify, obtain and ingest relevant data sets for their work.
+Added: We also provide developers with data sample generation tools, allowing them to run and test their code against real, anonymized datasets which we generate for them as sample sets, so that they do not have to identify, obtain and ingest relevant data sets for their work.
Our Customers
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Our acquisition teams respond to inbound and partnership-referred leads while also supplementing this demand by going outbound directly to businesses to introduce Klaviyo.
−Removed: Our go-to-market motion targets decision makers participating in the marketing-spend cycle, including the chief marketing officer, chief customer officer, and other key functional marketing heads.
+Added: go-to-market motion targets decision makers participating in the marketing-spend cycle, including the chief marketing officer, chief customer officer, and other key functional marketing heads.
Our outbound sales motion and sales process for all customers is differentiated by the amount of tangible advice and recommendations we are able to provide.
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• Starting from the beginning of their journey, our onboarding teams work quickly to get customers set up with the right configuration and features to meet their business goals.
−Removed: • For our smallest customers, we offer self-service journeys that support and guide them from on-boarding to adoption to expansion.
−Removed: • For our largest customers we offer white glove engagement, guiding the customer as a trusted advisor around best practices, industry trends, and new product features and functionality, helping our customers optimize their success with Klaviyo and ultimately drive their own growth.
−Removed: • Our Customer and Partner Education Services team offers capabilities from free ungated content via social channels, learning tutorials, and live virtual hands-on training sessions, to helping customers set up segmentation, flows, and campaigns.
+Added: • For our smallest customers, we offer self-service journeys that support and guide them from onboarding to adoption to expansion.
+Added: • For our largest customers, we offer white glove engagement, guiding them as a trusted advisor around best practices, industry trends, and new product features and functionality, helping them optimize their success with Klaviyo and ultimately drive their own growth.
+Added: • Our Customer and Partner Education Services team offers a range of services, from providing free ungated content via social channels, learning tutorials, and live virtual hands-on training sessions, to helping customers set up segmentation, flows, and campaigns.
• We offer dedicated developer education and technical documentation as well as a developer-specific community to support and grow our developer ecosystem.
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However, some of our competitors and potential competitors may be larger and have greater brand awareness, longer operating histories, larger marketing budgets and established marketing relationships, access to larger customer bases, and significantly greater resources for product development.
−Removed: Additionally, because our market is rapidly developing, it is possible that new entrants, particularly those with extensive resources, could introduce new products or services that compete in our market and better address our customers and potential customers.
+Added: Additionally, because our market is rapidly developing, it is possible that new entrants, particularly those with extensive resources, could introduce new products or services that compete in our market and better address the needs of our customers and potential customers.
See the section titled “Risk Factors” section for a more detailed description of risks related to competition.
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As of December 31, 2024, we had 12 issued and allowed patents and 41 pending patent applications in the United States that cover various aspects of our business in the United States and abroad.
−Removed: Our issued patents are scheduled to expire between February 2042 and October 2042.
+Added: Our issued patents are scheduled to expire
+Added: between February 2042 and May 2043.
These patents and patent applications are intended to protect our proprietary inventions relevant to our business.
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Many of the laws and regulations to which we are subject are still evolving and being tested in courts and could be interpreted and applied in a manner that is inconsistent across jurisdictions and may also be inconsistent with our current policies and practices, any or all of which could harm our business.
−Removed: In addition, the application and interpretation of these laws and regulations often are ambiguous or inconsistent, particularly in the new and rapidly evolving industry in which we operate, and the extent they apply to us is at times unclear.
+Added: In addition, the application and interpretation of these laws and regulations are often ambiguous or inconsistent, particularly in the new and rapidly evolving industry in which we operate, and the extent to which they apply to us is at times unclear.
For more information on the potential impacts of government regulations affecting our business, see the section titled “Risk Factors.”
Human Capital Resources
−Removed: As of December 31, 2023, we had a total of 1,815 employees located in three countries, with the substantial majority of our employees located in the United States.
+Added: As of December 31, 2024, we had a total of 2,182 employees located in four countries, with the substantial majority of our employees located in the United States.
We supplement our workforce with contractors and consultants.
−Removed: In March 2023, in an effort to streamline our operations and improve cost efficiencies to align with our priorities, we announced a reduction-in-force affecting approximately 8% of our global workforce.
To our knowledge, none of our employees is represented by a labor union or covered by a collective bargaining agreement.
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The address of the site is www.sec.gov.
−Removed: We use our https://investors.klaviyo.com and www.klaviyo.com websites, as well as our blog posts, press releases, public conference calls, webcasts, our X (formerly known as Twitter) feed, our Instagram page, our Facebook page, and our LinkedIn page, as a means of disclosing material nonpublic information and for complying with
−Removed: our disclosure obligations under Regulation FD.
+Added: We use our https://investors.klaviyo.com and www.klaviyo.com websites, as well as our blog posts, press releases, public conference calls, webcasts, our X (formerly known as Twitter) feed, our Instagram page, our Facebook page, and our LinkedIn page, as a means of disclosing material nonpublic information and for complying with our disclosure obligations under Regulation FD.
The contents of our websites are not intended to be incorporated by reference into this Annual Report on Form 10-K or in any other report or document we file with the SEC, and any references to our websites are intended to be inactive textual references only.
Compared sentence by sentence after normalising whitespace, quotation marks, case and digits, so re-formatting and restated figures do not read as changed language. Wording changes appear as one removal and one addition. The current filing and the prior one are authoritative.