Klaviyo advertising spend, FY2025

Klaviyo (KVYO) reported $51.8M of advertising expense for the fiscal year ended Dec 31, 2025. That is 4.2% of revenue of $1.2B. Up 12.9% from FY2024.

Ad spend, FY2025
$51.8M
year ended Dec 31, 2025
Change vs prior year
+12.9%
vs FY2024
Share of revenue
4.2%
of $1.2B revenue
Rank by ad spend
#449
of 458 companies

Key facts

  • Ad spend is 1.2x its FY2021 level ($41.9M), slower than revenue (4.2x).
  • FY2025 is the highest year on file, going back to FY2021.
  • Largest increase +12.9% in FY2025; largest cut -3.8% in FY2022.
  • Ad spend has risen 3 years in a row.
  • Klaviyo spends more on advertising than 2% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is close to the median of 4.6%.

Ad spend by fiscal year

$0 $20M $40M $60M FY2021 (ended 2021-12-31): $41.9M 2021 FY2022 (ended 2022-12-31): $40.3M 2022 FY2023 (ended 2023-12-31): $41.6M 2023 FY2024 (ended 2024-12-31): $45.9M 2024 FY2025 (ended 2025-12-31): $51.8M 2025 $51.8M

Ad spend as % of revenue

0% 5% 10% 15% FY2021 (ended 2021-12-31): 14.4% 2021 FY2022 (ended 2022-12-31): 8.5% 2022 FY2023 (ended 2023-12-31): 6.0% 2023 FY2024 (ended 2024-12-31): 4.9% 2024 FY2025 (ended 2025-12-31): 4.2% 2025 4.2%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $51.8M +12.9% $1.2B 4.2% AdvertisingExpense 10-K Feb 10, 2026
FY2024 Dec 31, 2024 $45.9M +10.3% $937M 4.9% AdvertisingExpense 10-K Feb 10, 2026
FY2023 Dec 31, 2023 $41.6M +3.2% $698M 6.0% AdvertisingExpense 10-K Feb 10, 2026
FY2022 Dec 31, 2022 $40.3M -3.8% $473M 8.5% AdvertisingExpense 10-K Feb 19, 2025
FY2021 Dec 31, 2021 $41.9M n/a $291M 14.4% AdvertisingExpense 10-K Feb 29, 2024

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Klaviyo in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
446 J.Jill $52.4M 8.8% -0.5% FY2026
447 Upwork $51.9M 6.6% -9.1% FY2025
448 Inuvo $51.9M 60.2% -13.0% FY2025
449 Klaviyo $51.8M 4.2% +12.9% FY2025
450 Exelixis $51.7M 2.2% +18.9% FY2026
451 Lindblad Expeditions $51.7M 6.7% +31.2% FY2025
452 ThredUp $51.1M 16.4% +23.1% FY2025

Full ranking of 458 companies · Biggest increases #157 · New $50M spenders #16

Questions

How much does Klaviyo spend on advertising?

Klaviyo spent $51.8M on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 10, 2026.

What percentage of revenue does Klaviyo spend on advertising?

4.2% of revenue in fiscal 2025 ($51.8M of $1.2B). The median across the 458 companies tracked is 4.6%.

Is Klaviyo spending more on advertising?

Yes. Ad spend rose 12.9% in fiscal 2025 from fiscal 2024. It has risen 3 years in a row.

How does Klaviyo rank by advertising spend?

#449 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.

What does Klaviyo's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2025, filed Feb 10, 2026
Accession number
0001835830-26-000007
Company
Klaviyo, Inc., CIK 1835830, SIC 7372 (Services-Prepackaged Software)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Klaviyo advertising spend, FY2021-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 10, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/klaviyo/advertising-spend/
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CSV, all years · CSV, all 458 companies