Figma, the collaborative design platform, has revealed that a significant 70% of its new Organization and Enterprise customers in both 2024 and the first quarter of 2025 included at least one user who was previously on a Professional plan. This metric underscores the profound impact of the company's product-led growth (PLG) strategy and its effective bottoms-up sales motion. As noted by Jason Lemkin of SaaStr.Ai, this pattern highlights Figma's "powerful bottoms-up sales motion."
The success of Figma's PLG model stems from its ability to attract individual users with its free or low-cost Professional tiers, allowing them to experience the product's collaborative capabilities firsthand. This approach fosters organic adoption within teams and departments, as users naturally introduce the tool to their colleagues for real-time collaboration on design projects. The product's inherent virality and ease of use drive this initial grassroots expansion.
This "land and expand" strategy sees individual users and small teams becoming internal champions, gradually expanding their usage across the organization. As more employees adopt Figma, the need for enterprise-level features like advanced security, centralized administration, and dedicated support becomes apparent, prompting upgrades to Organization or Enterprise plans. Figma has strategically built out a direct sales team since around 2018 to facilitate this transition and manage larger accounts.
The consistent 70% upgrade pattern, as highlighted in the tweet and corroborated by details from Figma's S-1 filing, positions the company with a predictable and low-cost customer acquisition engine. This organic pipeline reduces reliance on traditional, high-cost outbound sales efforts, contributing to strong financial metrics and scalability. The metric signifies a robust pathway from individual adoption to company-wide deployment, solidifying Figma's market position.
Figma's journey from a disruptive startup to a dominant force in design software has been largely driven by its commitment to product quality and user experience. This sustained focus on empowering users at every level has enabled the company to convert individual enthusiasm into significant enterprise revenue, showcasing the long-term strategic value of a well-executed product-led growth model in the SaaS industry.