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Team Activation • 2025

Activated

A year of shipping, growing, and getting better at the boring stuff.

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By the Numbers

The work, measured.

1,343
Pull requests merged
300+
Asana tasks completed
15+
Projects released

Beyond the code

Baby photo
Baby photo
Uma
3
New babies
Danil, Pedro, and Kapil became dads to Marc, Alice, and Uma
Barkly
Miss Pudding
Lola Mona
Elina
4
Dogs fostered
By Britney
Leo's driver's license
1
Driver's license earned

Releases

Highlights of our work this year.

Homepage redesign

Thiago • Stronger messaging and optimized layout

Q1

Blog homepage redesign

Thiago • Improved search and discovery

Q1

New integrations page

Drew • Educate users on the tools we integrate with

Q1

Order flow redesign

Danil, Pedro • Faster order completion and advanced data import features

Q1–Q2

German marketing site

Drew, Thiago • Full i18n infrastructure and localized content

Q2

AI invoice fraud detection

Drew • LLM-powered scam detection with OpenAI and Braintrust

Q2

Prevent duplicate programs

Danil • Better handling of signups tied to existing programs

Q2

Custom fields overhaul

Leo, Drew, Pedro • Complete architecture redesign for simplicity

Q2–Q4

Order drawer

Ícaro • Better visibility of payment and reward data

Q3

Recipient promos

Pedro, Julie Miller • First Big Bet product experiment

Q3

Product demo tour

Fritz, Molly • Migration to Arcade for improved UI/UX

Q3

Draft orders

Drew, Leo • Auto-save and restore for interrupted orders

Q4

Campaign index

Pedro, Thiago • Compact table view, details drawer, and improved search

Q4

Signup page redesign

Thiago • New design communicating product value

Q4

The Team

The people who made it happen.

The veterans

Britney
Britney
Thiago
Thiago
Danil
Danil
Molly
Molly
Pedro
Pedro
Drew
Drew

Welcomed

Fritz

Fritz

Joined April • From Catalog

Leo

Leo

Joined May • From Banking

Ícaro

Ícaro

Joined June • From Client Experience

Imasha

Imasha

Joined July

Said goodbye

Vitu

Vitu

Left March

Imani

Imani

Left June

Ícaro

Ícaro

Left August • To Client Experience

Kapil

Kapil

Left August • To Leadership

Reflections

Challenges that made us better.

01

Planning improved dramatically

We used to take a long time to get projects over the finish line—OneTrust cookie management was first mentioned in September 2023 but didn't ship until May 2025. In Q1 we didn't meet any of our roadmap goals. By Q4 we hit nearly all of them. The difference was better scoping, clearer priorities, and more realistic timelines.

02

Team growth supercharged us

In the first half of the year we had too many ambitions but not enough people to execute on them. Now we have dedicated Product and Design support, enough engineers to pair on projects, and we have reliable partners across the organization to ship projects like recipient promotions and the Survicate migration faster.

03

The only constant is change

We started the year by moving campaign creation from a page into a modal. We ended the year by moving it from a modal back into a page. The irony isn't lost on us—but the final version is better for the journey.

What's next

Thanks to everyone who made this year possible—on the team and beyond. 2026 is looking like another year of growth. We'll add at least one more engineer, probably more foster dogs, and hopefully celebrate $100M AGP before the year is out.