2024 has come and gone, and it’s time for my annual post. What a year for startups—like squeezing five regular years into one. Do you remember the Apple Vision Pro, the DMA regulation, founder mode, or the o1 launch? All of that happened in just the last twelve months.

It’s also been wild at RevenueCat. My journal is full of stories that could fill a whole book or even a few HBO Silicon Valley seasons. Some are inspiring, some are hilarious, and others are honestly gnarly. Due to limited space, the need for context, and respecting everyone’s privacy, I’ll cover only the most interesting topics at a high level.

Looking back, it was a good year for RevenueCat. Actually, a great one. Perhaps our best since 2020. We have plenty to celebrate:

Plushies in Japan

By all the metrics, 2024 was our year of shipping and selling. We absolutely helped developers make more money.

My role

If you compare our progress to the goals I wrote about in last year’s blog post, it’s clear we succeeded. But the journey itself was a lot rockier than I had imagined. Many things didn’t go as planned, somes hires did not work out, and some strategy changes were really hard to push through.

At the start of the year, besides my usual responsibilities, I also set four personal goals to help me scale with the company. I wanted to:

  1. Ship code more consistently.
  2. Talk to at least one customer every single day.
  3. Get more involved in areas outside of engineering.
  4. Stay very close to my co-founder Jacob, giving him my full support.

I completely missed goal #1. Honestly, that hurts because I love building software. But I’m not too upset about it—our customers care that the team ships, not that I personally do. And in a way, I did help the team ship. As for the other three goals, I hit them, at least based on the company’s results. Still, my self-perception wasn’t always great. I found myself acting much more like a co-founder/executive than a CTO. Some weeks were brutal, with constant context switching across tasks and teams I didn’t always enjoy. At one point, there were over 60 people in my org, spread all around the world, which is pretty intense for an introverted computer kid. A lot of bullshit escalates to the top, making me question my entire existence some days.

And then life threw serious personal emergencies at some of our team members too. Like I said last year, life is what happens when you’re busy building your startup. As we got closer to 100 people, it was statistically unavoidable that we’d face a few life-changing traumas—sometimes several all at once. As a founder, you need to be supportive and empathetic, but also protect your mental health. As a human, it’s tough. Add in a couple of two-year-olds who were often sick and not sleeping, and it felt like a ticking bomb. Did I burn out for the first time in my life? I don’t think so, but it got close. I’m confident being a founder (and having a co-founder) kept me going. I care too much and must stay resilient. If I’d been just an employee, I might have tapped out.

But enough about the tough parts. Aside from being a professional BS handler, here’s how I spent most of my time:

Lots of travel

This was the year I traveled the most in my life—and looking back, I probably should have traveled even more. I visited customers, helped with sales, conducted executive interviews, and spoke at a few conferences. It’s hard being away from two little kids, but each trip turned out to be worth it.

RAGA

Support

One of my biggest worries this year was our support function. Everything was fine, but our Support Engineering Manager was going on parental leave, and the bus factor was scary. I’ve seen support crises before—they’re not fun. It wouldn’t have killed the company, but at our size, it might have forced us to pull senior engineers into support and slow down our product velocity. Time was short, so we tried a few things that worked:

  • We hired two new Developer Support Engineers who already knew our product—former customers! Their onboarding was smooth, and they hit the ground running.
  • We split the support team into two pods with their own leads. Each pod handles certain tickets, and they collaborate with each other instead of relying too heavily on one person.
  • We finally set up our first on-call rotation for emergencies.

Sales and post-sales

Reviewing sales and implementation calls, giving technical input, collecting enterprise customer feedback for product and engineering, joining calls, and even doing some in-person visits.

Writing more

As our team continues to grow across the globe, not everyone has the same direct interaction with me or Jacob as before. A lot of our culture and collaboration style was once passed through observation, but now needs to be written down to reach everyone faster. These days, my code editor is basically replaced by Google Docs. I’ve been publishing more internal and external documents—like our Engineering Strategy and an updated How to Work with Miguel.

Product delivery

We still have a few details to refine, but our founder Shipping and Timeline reviews have been valuable. It gives Jacob and me a high-level view of everything in progress, lets us offer feedback, and helps us dig deeper where needed. It’s a great way to see each team’s capacity, find bottlenecks, keep a sense of urgency, and deflate anything that’s not truly important for the customers.

Re-orgs

This year brought a couple of big reorgs in product and engineering. Overall, they went well, but the puzzle gets more complex with each new piece. We created sub-teams to narrow their focus and keep things running smoothly. For the first time, we had a couple of management layers between me and our ICs.

One major change was shutting down our Enterprise/Reactive team. The idea was solid at first, and they delivered plenty of value, but eventually they became the random tasks team. Our new plan is to reinforce the rest of the teams: quick enterprise requests go to the right team to handle them reactively, while bigger projects move to the main roadmap (which keeps us disciplined). The engineers from that old team will help bootstrap new teams as we hire in 2025.

Hiring

Our engineering hiring goals weren’t super ambitious, but we still reached them. The pace was a bit uneven, and some roles took longer to fill than desired. However, when Hiring Managers took ownership of the process (with recruiting as a support) it made a huge difference in the quality of our candidates. We also brought back the founder interview stage: Jacob or I spoke with every single candidate before making an offer, and we plan to keep doing this for the foreseeable future.

Random founder stuff

Not my main focus, but I still spent a fair amount of time handling people-related topics, operations, investor, customers and partners relations, fundraising, company policies, planning, etc.

Learnings: deepened insights

On culture

  • Shipping is king. Yes, deadlines are stressful, but failing to ship and getting stuck in endless debates is far worse. It’s depressing.
  • If someone isn’t a good culture fit, it will be more than a single incident. Over time, it becomes pretty clear to everyone.
  • Top performers tend to measure themselves against the very best in the company. Reassure them they are doing a great job. On the other hand, those who underperform will look to other underperformers to gauge their own progress.
  • Even top performers will struggle if they don’t fully align with the vision.
  • Nothing beats talking to customers. Encourage everyone to do it. Better in person.
  • Most managers don’t have a strong incentive to be strict, so finding the right balance takes a lot of calibration. Only once everyone is aligned, you can truly delegate.

On hiring

  • Managers hate hiring because it’s binary: a lot of “no”, but eventually one “yes” can change everything. Staying consistent really helps. Simple things, such as weekly updates keep everyone accountable.
  • People management sucks. If someone’s main motivation is to be a manager for the title, or so they can “lead,” that’s a red flag for me. Best managers end up being those who never planned on becoming one in the first place. They actually roll up their sleeves and can do the work. Big ideas are great, but they need to be executed.
  • This matters even more when it comes to executives. A truly great exec can change your life and it will feel like a brand new company. Given their influence, anything less than great will eventually turn into a big mess. Spend time with executive candidates in person. Watch how they work and make sure they’re real builders. Previous founders and true engineers are usually a little bit de-risked, but they’re still not guaranteed. I also like to write a very detailed onboarding doc, clarifying context, expectations, and what success or failure looks like. Having them write a 30/60/90-day plan helps us all align. I’ve learned not to rely on their past pedigree. The real key is their glass eating endurance.

On company building

  • Re-orgs are inevitable at a growing startup, and they will feel scary or emotional for people who aren’t used to them. I find it helpful to be super clear about why we’re doing it, and to share the fallback plan if things don’t work out. But I’ve learned that by the time you think you need a re-org, you’re already behind. We now plan to reassess our team structure twice a year for optimal shipping.
  • A numeric goal (like an SLA or revenue target) is just a proxy. Missing it isn’t the end of the world if you learn in the process. But if you surpass it without recognizing what’s broken underneath, you’ll be masking critical issues.
  • Perfectionists are great, but can have a tough time at startups. Some do fine if they’re focused on one specific thing or working as an IC. But as soon as they have to juggle multiple tasks, the chaos can feel overwhelming. Help them embrace it. Things will break. It’s about continuously reprioritizing, and stopping small cracks from becoming big fires.
  • No agenda == no meeting. Synchronous time is expensive. The only exception is the occasional unscheduled call.
  • After you reach around 50 people (especially in a remote setup), documenting every process change becomes crucial. I’ve learned the hard way that simply talking about a new process isn’t enough. Founders can’t talk to everyone all the time anymore, and misunderstandings or gossip can spread fast. Not everyone will read everything, but at least there’s a single source of truth to reference.
  • Best people can stretch quite a bit—they’ll often rise to the challenge. But it’s wise to keep an eye on their limits before they burn out or become a bottleneck.

On scaling as a founder

  • A great EA is life-changing.
  • Family will be supportive, but it’s not fair to offload all the stress on them. They will end up feeling helpless. Having a solid co-founder, a network of peers, or a good executive coach makes a world of difference.
  • Founders are the ultimate guardians of the culture. It’s constant work, and it will feel relentless—especially when things are going well and it’s easy to get entitled. The best team members will help uphold the standard, but you cannot expect them to do all the policing.
  • At this stage, it’s stupid not to level up your lifestyle in ways that reduce stress or save time. This might include childcare support, having a second car, investing in a better mattress, or hiring help with housekeeping.
  • The startup is bigger than its founders, and the goal is to continuously remove yourself from the critical path. Still, it’s easy to forget that, as a founder, you literally brought everything into existence from thin air. Imposter syndrome often creeps in when you step outside your core expertise, but if your gut feeling is strong, it’s worth paying attention to. Stay open-minded, yet remember that no one knows the company quite like you do.

The future

Next year is going to be another big one. We’ll keep shipping and selling, while finally tackling our design and UX debt. We’ll keep investing heavily in our infrastructure. Not just for reliability, but also for real-time data. We want RevenueCat to feel fast, accurate, and easy to use. We’re also upgrading our self-serve and enterprise support, aiming for a truly world-class experience. In many ways, we’re finally seeing the original vision Jacob and I had back in 2017 come to life. We’ll be launching new product lines too, and if we execute well, we will be just a couple of years away from hitting $100M in revenue.

We’ll keep building a winning team. We’ll hire about 45 people, 30 in Engineering, Product, and Design. It’s a challenge, but totally doable.

As for me, my personal goals haven’t changed much, but my perspective has. Jacob and I used to joke that being happy and winning can’t happen at the same time. But why not? We’re in a privileged position to shape our own path and change anything we don’t like. After a lot of reflection and coaching, I realized I was simply too hard on myself. I was feeling depressed by the constant BS even though we were winning. A hack that helped was working with my EA to set weekly goals and then sending a public update to the full team. It let me see the real progress behind all the drama and back-to-back meetings and stay transparent with everyone.

Next year, I’ll avoid meetings before 9 AM, keep an eye on calendar creep, and hold myself accountable to exercise and doing what helps me decompress. I know, it’s obvious. I also plan to travel more. Especially to the Bay Area, which is clearly back again. Meeting up with other founders and customers is always worthwhile.

Another thing that made last year tough was having half my direct reports on parental leave for about half of the year. Now they’re back, and I can feel the momentum returning. Jacob has also taken over product again, now that he’s stepped away from directly owning operations and people. Increased shipping velocity has been noticeable.

We have all the pieces in place. All that’s left is to keep pushing forward: shipping, selling and enjoying the ride. If there’s one thing I learned in Silicon Valley, it’s that no goal is too crazy if you refuse to give up.

I really hope you enjoyed reading this post. As always, my intention was to share it with complete honesty and transparency, avoiding the hype that often surrounds startups.

If you are facing similar challenges and want to connect and share experiences, please do not hesitate to reach out on Twitter or shoot me an email!

Special thanks to my co-founder Jacob, my EA Susannah, the whole RevenueCat team, and our valuable customers. I also need to express my eternal gratitude to all the CTOs and leaders who have been kind enough to share their experiences over these years. Shoutout to Dani Lopez, Peter Silberman, Alex Plugaru, Kwindla Hultman Kramer, João Batalha, Karri Saarinen, Miguel Martinez Triviño, Javi Santana, Matias Woloski, Tobias Balling, Jason Warner, and Will Larson. Our investors and early believers Jason Lemkin, Anu Hariharan, Mark Fiorentino, Mark Goldberg, Andrew Maguire, Gustaf Alströmer, Sofia Dolfie, and Nico Wittenborn.

I want to convey my deep gratitude to my amazing wife, Marina, who has been my unwavering source of inspiration and support from the very beginning, and for blessing us with our two precious daughters. I cannot close this post without thanking my mom, who made countless sacrifices to mold me into the person I am today. I promise you will look down on us with pride the day we ring the bell in New York. I love you dearly.