Sprout Social, Inc. (SPT) Business

Item 1. Business

Sprout Social — Driving Smarter, Faster Business Impact

With more than 5.22 billion global users consuming and sharing billions of posts per day, social media has fundamentally changed the customer experience and the way the world communicates. Social media has become mission-critical to the way organizations reach, engage and understand their target audience and customers. Billions of users are sharing their interests, opinions and values with their social networks every day and are using social media to communicate with and about businesses, organizations and causes on an unprecedented scale. Virtually every aspect of business has been impacted by social media, from marketing, sales, commerce and public relations to customer service, product and strategy, creating a need for an entirely new category of software and an entirely new system of record. We offer our customers a centralized, secure and powerful platform that can scale horizontally across an organization to drive maximum business value.

For over 15 years, Sprout Social has helped companies command their market on social media. As social has evolved from a marketing channel to a critical source of enterprise intelligence, our platform has evolved with it. Our human-centric AI and advanced analytics - powered by Trellis, our proprietary AI agent - deliver real-time social intelligence from more than 1 billion daily messages, driving impact quickly and boosting productivity. With straight-forward onboarding, powerful integrations, and ease of use, our platform is designed to scale to meet even the largest enterprise needs. Our AI-led suite of solutions helps brands maximize the value of social, connect meaningfully with their audience, and leverage insights to enhance business strategies and customer retention.

The exceptional value we deliver is bolstered by our recognition as a Leader by IDC in the 2024-25 Marketscape for Social Marketing software for large enterprises, and our consistently high user ratings on G2.

Our platform provides a compelling offering for customers of all sizes, across the SMB, Mid-market and Enterprise customer segments. However, we expect that our current and future growth will likely be driven by outsized contributions from Mid-market and Enterprise customers. We estimate that less than 5% of businesses have adopted social media management software, providing a large, nascent opportunity to drive significantly increased market adoption of our solution.

We have an efficient, product-driven go-to-market strategy that has enabled us to scale rapidly, attracting customers from small businesses to global brands as well as marketing agencies and government, non-profit and educational institutions. In 2025, the majority of our inbound trials were generated through unpaid marketing due to the strength of our brand, content marketing, and search engine optimization. The scale of these trials allows us to rapidly test, adapt and optimize our go-to-market approach for sustained, capital-efficient growth.

Increased adoption of our platform across functions within an organization also represents a large growth opportunity within our existing customer base. Our platform is licensed on a per-user basis with numerous upsell opportunities through additional users and product modules. As social becomes a critical channel for virtually all aspects of the customer experience, including brand awareness, influencer marketing, predictive media intelligence, customer acquisition, social customer care, commerce, advocacy and reputation management, we expect that our customers will increase adoption of our platform across departments.

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Our success and innovation are driven by an experienced leadership team and award-winning culture with a reputation for caring deeply about the success of our customers and employees. This strong employer brand allows us to attract and retain high-quality talent and deliver a premium experience for our customers. In 2025, we were recognized as a Built In “Best Place to Work” for the seventh consecutive year, as well as one of “America’s Greatest Workplaces” and “Greatest Workplaces in Software and Technology” by Newsweek. This momentum builds on years of consistent excellence, including being named one of the Glassdoor “Best Places to Work” in 2017, 2018, 2020, 2021, 2022 and 2023. Sprout Social was also recognized as a 2025 “Best Workplace in Chicago” by Fortune and a 2025-2026 “Best Places to Work For” by U.S. News and World Report.

Our strong culture, world-class management team, leading platform and efficient go-to market strategy have led to revenue of $457.5 million, $405.9 million and $333.6 million during the years ended December 31, 2025, 2024 and 2023, respectively, representing growth of 13% from 2024 to 2025 and 22% from 2023 to 2024. We generated net losses of $43.3 million, $62.0 million and $66.4 million during the years ended December 31, 2025, 2024 and 2023, respectively.

Our Industry

Social media began as a way for individuals to connect and share experiences. Networks like X (formerly known as Twitter), Facebook, LinkedIn and subsequent major networks allowed individuals to more easily communicate with friends, family, colleagues and those who shared common interests. As social media grew, savvy businesses recognized its power as a channel to market to consumers at scale. A new form of advertising was born and brands rushed to establish a presence and following on social media as a powerful new way to connect with their customers.

We believe social media plays a central role across several key dimensions of consumer behavior and business dynamics:

•social media is a facilitator of shared human experiences;

•social media is shaping our perception of the world around us;

•social media is driving consumer trends and influencing purchases;

•social media is shifting power to consumers;

•social media is holding brands to higher standards;

•social media is where news breaks first;

•social media is replacing existing communication channels; and

•social media is an unprecedented source of business intelligence.

While businesses have begun to adapt by establishing a presence on social media and incorporating social media into advertising strategies, we believe the adjustments necessary to remain competitive and relevant amidst this disruption are substantial and require new software solutions, business processes and approaches.

Social Media’s Impact on Business

Businesses must face the reality that social media is not simply another marketing channel. Social media now plays a crucial role across the entirety of an organization, from marketing and

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communications to sales, customer relationships, customer service, product feedback, and more. Social media is an invaluable layer that is embedded in the digital technology stack:

•Consumer influence has expanded. The ubiquity and ease of social media has enabled a new, public form of casual opinion, observation, endorsement or criticism. Social media has given consumers a powerful, public voice that can reward or penalize organizations. Organizations must listen and respond to this voice.

•The balance of power has shifted from brands to consumers. For as long as media and commerce have existed, brands have largely been in control of their message. Brands determined how and when to communicate with their audience, giving them significant control over their reputation. With the rise of social media, the balance of power has shifted to the consumer. Nearly half of the world’s population is sharing opinions across social media daily, shaping public perception and influencing purchasing decisions at enormous scale.

•Social media is driving trends and purchasing decisions. A significant number of purchasing decisions are originating from, influenced by or transacted through social media. According to The 2025 Sprout Social Index™, 81% of consumers say social drives them to make impulse purchases and about one-third of all consumers anticipate making more purchases from social networks in 2025.

•Consumer expectations are high. Consumers demand that brands be present and responsive across social networks, with nearly three-quarters of consumers expecting a response to a social media message within 24 hours or sooner, according to The 2025 Sprout Social Index™. The same report also found that 73% of consumers say they’ll buy from a competitor if a brand does not respond on social media.

•All aspects of business communication are shifting to social. Billions of conversations that were previously taking place via email or over the telephone are now occurring over social media. Customers are turning to social for customer service, sales inquiries, product feedback and virtually all aspects of the customer experience. Business systems that were built around telephone and email communication cannot adequately address this shift, requiring a new system of record.

•Unprecedented business intelligence. We believe social media provides the largest source of business intelligence that has ever existed. This represents a real time pulse of consumer sentiment that is unbiased and includes a broad universe not only of current customers, but of potential future customers. Real-time consumer opinions, market trends, competitive insights, product performance and market research can be measured and analyzed using social data. Business decisions and strategy can be derived and validated more efficiently with data available at a larger scale than ever before.

Challenges Facing Our Target Market

The global adoption of social media requires a fundamental shift in business processes and practices across an organization. It requires recalibration and retooling on the same scale as were mandated by the historical shifts to email and telephone.

There are several challenges facing businesses trying to adapt to this new reality:

•Consumers are forcing adoption. Social media is becoming the default communication channel for consumers in coveted demographics. Consumers are expressing their opinions and talking to and about brands through billions of posts per day. Organizations may know they need to adapt to this new reality and adjust their business processes and implement

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tools to manage this new communication channel, but are unsure how to mine value from social.

•The alternative is irrelevance. A failure to solve the challenges posed by the shift to social communication would mean disconnecting from large and growing demographics and losing out on market share and business growth. Organizations seeking to engage and connect with their audience without utilizing social tools and strategies are at a severe disadvantage.

•The stakes are incredibly high for brands. Social media gives consumers the power to put everything a brand does into the public eye and under a microscope. A misstep on social media is magnified and can lead to boycott or brand erosion overnight. In this high-stakes environment, the need for an intuitive platform that empowers brands to create exceptional customer experiences, maintain a competitive edge and drive efficiency has never been more critical. Embedded AI, enterprise-grade security, permissions, and reliable network and business APIs are essential to navigate this landscape. A mistake over email or the telephone is typically isolated to the sender and recipient. A mistake on social is public, permanent and can be catastrophic.

•Social touches every aspect of business. While marketers and advertisers were the early adopters of social media, its impact and importance have spread across the entire organization to customer acquisition, support, retention and growth. Like email and the telephone before it, social is not constrained to a particular business purpose. It touches the entire customer experience and impacts virtually every part of a business.

•Managing social is highly complex. Billions of social media interactions occur every day across various platforms, requiring businesses to engage across all channels simultaneously. Organizations are forced to manage dozens to hundreds of social profiles, a multitude of public and private conversations and billions of data points in real time. Managing this complex landscape in an efficient, secure and scalable manner while fueling growth is not viable without a comprehensive, AI-driven platform.

•It is difficult to gather intelligence. Social media has become one of the largest and most dynamic sources of business intelligence in the world, offering invaluable insights that can answer critical questions and shape strategic decisions. From real-time customer sentiment to emerging market trends, social data often holds the key to understanding consumer behavior and staying ahead of the competition. Yet, despite its potential, most organizations lack the advanced tools needed to harness, analyze, and unlock the full value of this wealth of information.

•The search landscape is fundamentally shifting. AI-powered search engines and answer engines are transforming how consumers discover information, products, and brands. Traditional search engine optimization (“SEO”) strategies that once drove organic traffic are becoming less effective as AI systems synthesize and present answers directly, bypassing traditional search results. Meanwhile, social media has emerged as a primary discovery channel, with consumers increasingly turning to social platforms to research products, seek recommendations, and make purchasing decisions. Organizations that fail to recognize this shift risk becoming invisible to their target audiences. Brands must adapt their strategies to ensure they maintain visibility and relevance in this new discovery paradigm, where social presence and social intelligence are no longer optional but essential for being found by consumers.

•Significant data privacy and security concerns aren’t going away. As data privacy and security concerns continue to dominate the social media landscape, businesses must act quickly to navigate increasing complexity, risk, and regulation. To stay ahead, brands need to take charge of their market by adopting social media management platforms that safeguard

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customer data across multiple social profiles and networks. Addressing these challenges with agility is critical not only for maintaining security and trust, but also for staying competitive in an increasingly fast-evolving environment.

•On social media, every second matters for brands. In the fast-paced world of social media, delivering a seamless customer experience requires quick, coordinated action across multiple departments. A single social media message often requires input from multiple teams, and without a platform providing clear social insights and streamlining workflows, timely and effective responses are compromised. The right platform must deliver value quickly and enable teams to achieve fast, impactful results with minimal complexity. Without an intuitive platform that drives rapid adoption, organizations fail to meet the pace their customers demand, risking a disjointed and inconsistent customer experience.

Our Platform

Brands can no longer afford to overlook the importance of social media, where every interaction has the potential to influence their reputation and expand their reach. Sprout Social offers an intuitive social intelligence platform designed to scale with organizations of all sizes and to help empower teams to secure a competitive advantage and boost their market position.

Customers can rapidly activate Sprout Social and expedite the implementation process to access analysis-ready AI. Social profiles are efficiently connected, and software integrations are configured to deliver rapid results, starting as soon as a customer’s trial, which continues to be a key driver of new customer revenue. Our platform is built to reduce the need for extensive training, custom AI builds, and external specialists, leading to lower implementation and services costs and faster time to value. We believe our product is the industry standard for product quality, design and user experience, taking the complexity out of social and putting it in one, intuitive platform so our customers can focus on growing their business.

We believe that when businesses have access to better information, everyone benefits. Our platform aggregates and delivers vast amounts of business intelligence to the right teams, enabling customers to leverage social insights, competitive intel, peer benchmarking, market research, and consumer trend information. By analyzing billions of data points, our platform empowers customers to measure performance, identify growth opportunities, and gain a deeper understanding of their market and competitive landscape.

Our platform leverages a unified codebase that facilitates efficient deployment of new features, updates, and bug fixes. This approach allows us to deliver continuous innovation at an accelerated pace, giving our customers access to the latest tools to drive growth and improve return on investment (ROI). This single codebase architecture not only optimizes performance but also enables our company to maintain a customer-first approach, responding to market changes with agility and enabling scalability without inefficient resource allocation. While solutions such as Employee Advocacy, NewsWhip by Sprout Social and Influencer Marketing are distinct technologies, they operate on underlying codebases similar to that of Sprout Social.

We have cultivated strong, strategic relationships with leading social networks—including Facebook, Instagram, Threads, X (formerly Twitter), Pinterest, LinkedIn, YouTube, Reddit, Tumblr, Bluesky and TikTok. These premier partnerships provide access to the most reliable social data and first-in-line API updates, empowering our customers to make informed, confident decisions that drive sustained growth and innovation.

Additionally, our platform is built to seamlessly integrate social throughout our customers' existing operations. Whether streamlining social workflows, optimizing customer experiences, or enhancing business decision-making, our integrations empower teams to drive measurable results and maximize

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ROI. By enabling customers to embed social where they need it the most, we help them achieve their strategic objectives and accelerate success.

We offer a robust suite of AI-powered solutions:

•Publishing and Scheduling

•Social Customer Care

•Reporting and Analytics

•Social Listening and Business Intelligence

•Reputation Management

•Social Commerce

•Influencer Marketing

•Predictive Media Intelligence

•Employee Advocacy, and

•Automation and Workflows.

These solutions serve a broad range of use-cases for our customers, including but not limited to: social and community management, public relations, marketing, brand advocacy and management, customer service and care, commerce, sales and customer acquisition, recruiting and hiring, product development, and business strategy.

Our Competitive Strengths

Sprout Social’s market has significant barriers to entry. The technical complexities of social media platforms, the need for established network relationships, and increasing customer demands for data privacy and security have made it more difficult for new competitors to enter the space. Over the past several years, these barriers have grown considerably. As an early leader in the social media management market, we believe we are uniquely positioned to help customers drive meaningful business impact.

The competitive strengths of our platform include:

•Our platform is growth-oriented. Our AI-driven solutions enable customers to take control of their market presence and drive growth through social media. Our human-centric AI is embedded across much of our platform, helping teams unlock significant value. According to Forrester’s 2025 study “The Total Economic Impact of Sprout Social”, our platform leads to a potential ROI of up to 268%. Customers can amplify this growth further by integrating social with business intelligence to uncover key opportunities through Sprout Social’s API, integrations, and business intelligence (BI) connectors. Our advanced analytics also then demonstrate the measurable impact of social media on business performance.

•Our intuitive platform drives rapid adoption. Our platform can be quickly deployed to provide valuable data across an organization through AI-powered workflows, streamlined onboarding, and intuitive usability, all of which can scale to meet the needs of even the largest enterprises. Leveraging advanced AI and automation, Sprout Social processes over 1 billion messages daily, enabling customers to access critical insights and drive impactful results from day one. The platform is designed for ease of use, requiring no specialized

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certifications or expertise in Boolean queries. Customers can quickly harness the power of AI to gain insights and manage campaigns effectively.

•Our AI is human-centric. Our AI and automation does not only support teams - it amplifies their strengths and supercharges their capabilities, empowering them to think outside the box when it comes to social. We intentionally build our AI to be human-centric, to complement and empower the people behind the brand. Our proprietary AI and automation access more than 10 years of historical social data sets and 15 years in sentiment and textual analysis to elevate insights and deliver precise recommendations. Paired with our secure AI integrations, our AI-powered features are designed to be intuitive, making it easy for your teams to harness the full potential of social and to focus on high-impact work.

•We act as a trusted partner to support our customers. Sprout Social helps customers transform their social media presence through our platform, combining powerful integrations, expert insights, and exceptional support to drive measurable results. Our customer satisfaction (CSAT) score has been consistently high, with a 95% score over the past five years and 98%+ in the last two years. The CSAT score is determined based on an internal survey of customers following the resolution/closure of a support case. We prioritize customer-driven innovation, using feedback from tens of thousands of customers to guide our product roadmap. This helps us identify the features and products most important to our customers, enabling us to deliver a platform that creates compelling, user-focused experiences. Additionally, customers receive exclusive access to The Arboretum, a dynamic community of over 10,000 members, where they receive ongoing support and social expertise needed to drive impact.

•Our social media network partner relationships are strong. Sprout Social has established strong relationships with all the leading social media platforms. These partnerships facilitate close collaboration, enabling our team to address evolving customer needs and introduce innovative solutions to the market. These relationships provide access to valuable insights and opportunities for product development and improvement.

•Our platform is purpose-built and comprehensive. Our platform is designed to bring every aspect of the social experience together into a single, elegant and robust solution. From social customer care, publishing, and reporting and analytics to reputation management, influencer marketing, business intelligence, advocacy, and workflow and collaboration, our customers can manage their entire social experience more effectively through a single interface. Our platform was built with a flexible infrastructure, enabling rapid adaptation to market changes, with some updates and new features that can be deployed quickly. This flexibility relieves customers of operational burdens and allows us to foster innovation through regular platform enhancements.

•Our platform is proven to be scalable, reliable and secure. Our platform is built to scale and to deliver exceptional performance, reliability, and insights into emerging market trends. Sprout Social’s software supports businesses of all sizes, including enterprises, with 99.99% uptime. We hold ourselves to the highest standards for success with robust security and compliance measures.

•Our market leadership and premium brand are excellent. Our solution is highly regarded and recognized in the industry. Our robust content marketing engine is designed to deliver thought leadership to all decision makers in the buying process, from practitioners to executives. As a result of our strong brand and reputation for quality and service, we are able to generate a significant portion of our revenue from unpaid channels.

•We foster a world-class culture. Our success is possible because of our award-winning culture, which allows us to attract and retain top talent. We have a deep commitment to our

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people and our customers that compounds our competitive advantages as we continue to grow.

Components of our Platform

AI and automation: ignite creativity by breaking free from limits

We believe AI should be our customers’ secret weapon – helping them work faster and uncover insights that let brands focus on more impactful work. Clunky AI that requires intensive investment to get up and running only slows teams down and blocks them from taking charge of their market.

At Sprout Social, we believe the best solutions make it easier for teams to drive growth. By embedding our AI throughout our intuitive platform, Sprout Social’s AI and automation seek to bring order to the chaos on social, freeing teams to think beyond limits and unleash creativity to become market leaders.

Central to this approach is Trellis, our proprietary AI agent that allows teams to ask plain-language questions and receive actionable insights from billions of social data points. Rather than requiring users to navigate complex queries or dashboards, Trellis acts as a conversational interface to our social intelligence, enabling market research, competitive analysis, and strategic decision-making through simple, natural interactions.

From content creation and social customer care to data analysis and creating strategic insights – AI on our platform can save teams time, fast-track business outcomes, and unlock creativity. Designed with people in mind, our AI acts as a personal assistant, empowering teams to leverage, rather than complicate or replace, their own strengths.

With more than ten years of collecting social data and trends across industries and networks and more than 15 years in sentiment and textual analysis powered by natural language processing (NLP), we believe we can uniquely build models that provide precise outputs tailored to our customers’ social media needs. Our proprietary social data, AI models, and secure AI integrations prioritize rigorous privacy and compliance to protect customer data.

Publishing: plan and publish effective content

Publishing effective, compelling content on social media is critical to growing an audience and keeping them engaged. Sprout Social’s Publishing transforms social content calendars into a vibrant collaboration hub. With Sprout Social, teams can publish at the right time and streamline planning thanks to customizable approval workflows, shareable links that don’t require logins, and calendar notes that empower teams to strategize efficiently.

•Centralized content planning, creation and publishing. We enable customers to create text and multimedia content to be sent across multiple social networks using an intuitive publishing interface, as well as a shared publishing calendar and campaign organization for collaboration across teams and departments.

•Automated scheduling. Our platform allows content to be scheduled across social networks immediately or at specific dates and times. Content can also be drafted, added to an automated queue or sent using our patented Viralpost technology for optimal reach. Viralpost uses machine learning to determine the best times to reach a customer’s most engaged audience.

•Content performance reporting. We provide reporting and analytics on the performance of content and campaigns to help our customers better understand their performance and increase the effectiveness of their publishing efforts.

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•Suggested content. We help customers identify compelling content to share with their audience based on global trends. We surface content such as posts that have been shared widely across major social networks so that customers can better understand what content is resonating with their audiences.

•Message approval workflows. Publishing content to social media often requires approvals from within an organization. We provide the workflows to obtain these approvals from single or multiple parties prior to posting to social media.

•Publishing permissions & governance. Maintaining control over social media publishing permissions and records of publishing activity is critical for security and compliance. Our granular permissions allow customers to grant access as needed without sharing critical social profile credentials and records all publishing and approval activity.

•Content and asset libraries. Social media content and campaigns are often shared and repurposed across an organization. We provide libraries for shared content and assets that can be used across teams, locations or departments.

Engagement: outsmart the competition with proactive customer care

With customer expectations soaring, social media management platforms emerged as the holy grail for driving ROI from customer engagement. Sprout Social gives teams a competitive edge for mastering customer connections, using a complete customer snapshot and personalization. Sprout Social’s Engagement is designed to optimize customer experiences with AI-driven solutions that humanize customer connections and elevate care. Thanks to Sprout Social’s quick implementation and AI-powered features, our customers can proactively manage brand crises and get ahead of customer expectations in record time.

•Smart inbox. We bring public and private messages from across social networks and profiles into a single, unified inbox. This allows our customers to centralize interactions with their audiences and customers and provides the necessary tools and workflows to deliver seamless customer experiences.

•Comprehensive case management: Social Customer Care by Sprout Social empowers care teams to overcome organizational complexities and deliver timely, exceptional brand experiences. Sprout Social consolidates billions of social conversations across social networks and review sites so teams can efficiently manage customer inquiries and go beyond customer expectations at scale through a robust Case management solution and AI-powered capabilities.

•Social CRM. When interacting across social channels, context is important. We provide historical conversations, notes and user information in-line so teams can generate responses that are relevant and productive.

•Social monitoring and alerts. In addition to messages sent to our customers, our platform also captures messages relating to our customers, for awareness and response when needed. We also provide an alerts engine to notify our customers when critical messages are received.

•Customer service tools. Many of the messages received through social media are customer service related. We provide tools to route and assign messages, and to measure the performance of our customer’s customer service efforts through social media.

•Automation. We provide our customers the ability to automate alerts and categorization of messages, as well as a bot-builder technology that can automate high-volume customer conversations in private social channels.

Predictive Intelligence: navigate the media landscape

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In today's fast-paced digital environment, brands and publishers face tens of thousands of signals daily from breaking news to emerging trends. Sprout Social's acquisition of NewsWhip in July 2025 expanded our predictive intelligence capabilities, empowering customers to navigate the complex media landscape with differentiated foresight and agility. NewsWhip transforms real-time, AI-powered intelligence into social action, helping brands stay ahead of trends and risks with speed, precision and purpose. NewsWhip's innovative AI agents and real-time monitoring capabilities enable our customers to proactively manage brand crises, detect reputation threats before they escalate, and make data-driven decisions with confidence.

•Real-time media monitoring. We can discover new articles and posts in as little as 60 seconds across web publishers and social platforms including Facebook, X, Reddit, TikTok, Instagram, and YouTube. Our platform monitors millions of news and social media signals per hour, surfacing rising narratives and assessing momentum to help customers stay informed on emerging stories as they unfold.

•Predictive analytics and trend identification. We provide predicted engagement levels for content, allowing customers to identify stories gaining momentum before they reach peak virality. Our unique metrics, including Highest Velocity and Overperforming, help customers discover viral content and understand which stories may be impactful in the next 24 hours.

•AI-powered monitoring agents. Our industry-first real-time monitoring agent actively scans global news, detects meaningful shifts, and delivers analyst-quality alerts in minutes. The agent not only notifies customers but explains what is happening, why it matters, and how situations are evolving, enabling faster and more informed decision-making for crisis management and reputation protection.

•Historical media intelligence. We maintain over seven years of historical media and public engagement data, enabling customers to analyze long-term trends, understand seasonal content patterns, benchmark campaign performance, and conduct comprehensive analysis across timeframes greater than 90 days.

•Comprehensive engagement data. We bring together public interest and media interest data to give customers a complete understanding of any crisis, event, or trend. Our platform combines real-time feeds of web and social content with public engagement data to help customers identify and predict the content that matters most to their audiences.

•Alerts, digests and reporting. We enable customers to react swiftly and collaboratively through customizable alerts, AI-powered digests, and custom reports. Our platform provides view-only dashboards for sharing real-time insights across organizations, PowerPoint integrations for seamless reporting, and flexible alert systems to keep teams informed when they are not actively monitoring.

•API integration and workflow automation. We offer API access allowing customers to integrate NewsWhip data directly into their existing workflows, dashboards, and business intelligence tools, enabling seamless incorporation of predictive intelligence into their operational processes.

Analytics: solve business problems faster with social insights

Social media reporting promised a clear connection between social engagement and real business impact, yet many teams still find themselves lost in a tangled web. Sprout Social’s analytics are designed to decode the value of social, transforming data into clear insights that help brands drive business impact, stay ahead of the competition and demonstrate real ROI. Our robust reporting suite is designed for effortless customization, giving teams the power to showcase metrics that align with their organization’s unique objectives. Thanks to Sprout Social’s proprietary algorithms that easily compare

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organic and paid reporting, teams can trust their insights are spot-on – essential for igniting adoption for shaping business strategies quickly.

•Comprehensive social media reporting. Our customers can measure and analyze their performance across all major social networks through rich experiences designed to extract actionable insights from data. Reporting can be done across networks, analyzing paid and organic performance compared to historic and peer or competitor performance.

•Content performance reporting. Measuring the effectiveness, reach and reaction to published content allows our customers to optimize their social publishing efforts to drive incremental value for their audiences.

•Customer service and team reporting. Customer service conducted through social media requires rapid response and resolution. Our service- and support-focused reports allow our customers to understand their response rates and times, measure team member activity, measure net promoter scores and benchmark against peers.

•Custom report builder. In addition to our presentation-ready reports, customers can customize reports to meet their needs, and export those reports in several formats to share with peers and stakeholders across their business.

•Reporting API. Data provided in our reporting suite can be delivered via API for integration with existing business intelligence tools.

Social Listening: power growth and set the industry standard with business intelligence at scale

Social is an indispensable source of business intelligence, where billions of data points are created across social networks that contain information that can help businesses better understand their markets, their customers and their competition. Sprout Social provides real-time insights that can turn social listening into a competitive edge, empowering customers to anticipate trends and drive growth before the competition can react.

•Market research. We provide dynamic visualizations of historical and real-time analysis of our customer’s social data so they can extract actionable insights and make better business decisions.

•Brand health. Our customers can monitor their brand’s general health, analyze campaign performance and gain visibility into consumer needs and sentiment drivers to help them understand and improve their brand performance.

•Competitive insights. Our customers can identify opportunities to differentiate their brand, products and services through competitor comparison, sentiment research and share of voice analysis. This can help them to keep ahead of their competition.

•Consumer trends. We provide a cross-channel conversational analysis to help our customers uncover emerging trends and identify influencers to fine-tune campaigns to strengthen market positioning.

•Product feedback. Social conversations often point to product related feedback. Our customers can leverage these consumer insights to upgrade their customer experiences and refine products and services.

Influencer Marketing by Sprout Social: streamline end-to-end influencer campaign management

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Sprout Social’s Influencer Marketing platform is designed to help brands and agencies grow, reach new audiences, and build authentic connections with customers. Our platform makes it easy to launch and manage influencer marketing campaigns through customizable workflows.

With Affinity, our proprietary algorithm powered by machine learning and audience psychographics, brands can find the right influencers for their campaigns. Affinity matches influencers to brands by analyzing similarities in audience interests across thousands of profiles, with the goal of ensuring that both the influencer and their audience are a good fit for the campaign. The right influencer can drive authenticity, engagement, and stronger ROI.

When combined with Sprout Social, our Influencer Marketing platform helps brands boost targeted engagement, increase reach, and maximize business impact as part of their overall social strategy.

Employee Advocacy: the fastest way to extend social reach

Sprout Social’s Employee Advocacy solution is designed to enable organizations to leverage the trust and influence of their employees to extend brand reach on social media. By empowering employees to become authentic brand advocates, the solution can enhance an organization’s marketing efforts and provide a competitive edge through meaningful connections and streamlined workflows.

Employee Advocacy is built to simplify the process of content sharing and customizable newsletter creation, allowing employees to easily share relevant brand messages with their social networks. The integration with Sprout Social's platform provides social teams with the tools that allow them to streamline operations and assess performance through actionable data.

Built for quick adoption, the Employee Advocacy solution is designed to support businesses in unlocking new opportunities, accelerating growth, and scaling success in the fast-moving digital landscape.

Additional capabilities:

As social media use expands throughout our customers’ organizations, their use cases and needs do too. We respond to these increasing demands by continuously enhancing our platform and expanding our offering.

•Social Commerce. Commerce transactions are shifting to social, now a primary point of product discovery for consumers. We allow brands to easily link their commerce platforms, including Facebook Shops, Shopify, and WooCommerce, to Sprout Social to drive more sales opportunities and foster loyalty. This eliminates unnecessary steps and shortens response times with personalized offers, thanks to a unified view of product catalogs, SKU availability and purchase history.

•Reputation and review management. Brand perception is largely influenced by social media and customer review platforms. Customers can quickly address any issues as they arise by responding promptly and building trust through thoughtful communication. By actively monitoring reviews across key platforms—such as the Apple App Store, Facebook, Glassdoor, Google My Business, Google Play Store, Tripadvisor, Trustpilot, and Yelp—brands can gain valuable insights into customer sentiment and identify areas for improvement. This proactive approach not only helps resolve crises but also strengthens relationships with customers and enhances brand loyalty.

•Mobile applications. Social media operates around the clock, extending well beyond traditional work hours. To meet the needs of our customers, we offer mobile applications that provide full access to our platform on both Android and iOS devices. This allows customers to manage and

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engage with their social media operations anytime, anywhere, enabling continuous responsiveness and support for their social media strategies.

•Chatbot creation and management. To manage high volumes of customer messaging, we provide our customers with an intuitive interface to build and deploy chat experiences to help their audience get the information they need quickly and efficiently.

Our Growth Strategies

We intend to capitalize on our large market opportunity with the following key growth strategies:

•Win with Enterprise customers. We believe there is substantial opportunity to drive increased pipeline and strategic customer wins in accounts contributing $50,000 or more in annualized recurring revenue (ARR). We plan to accomplish this through a product roadmap that is increasingly focused on the requirements of Enterprise customers and within our go-to-market strategy, by driving more awareness with senior executives. We intend to release more features that will allow us to continue to meet the evolving needs of the largest enterprises and drive larger ACV transactions. This includes more scale in our customer care product, deepening our listening analytics features and support for larger scale deployments. We intend to drive increased accountability in the field, ensure we have appropriate resource allocation across our different customer and geographic segments, and strengthen the operational cadence of the go-to-market teams and their intersection with the rest of the company.

•Increase customer health by driving improved onboarding and adoption behaviors. We want our customers to discover and deploy all of the deep value within our platform so they can leverage our most sophisticated capabilities, can integrate our platform into their core tech stack, and can leverage Sprout Social data to better understand their Social ROI. We intend to deliver more strategic expert services, build and support more integrations, and help our customers to better measure and understand the impact of their work.

•Invest in our partnerships. We will continue to invest in partnerships with strategic partners. Relationships with global partners bring our team into larger, strategic accounts and expand our reach into some of the largest digital marketing budgets. In addition, our go-to-market alignment with agencies remains a central component of our push into the enterprise market. We continue to view this channel as a key contributor to ACV expansion.

•Further penetrate our customer base. We intend to drive deeper penetration into our customer base, for both new and existing customers, with use case expansion and premium modules. Seat expansion, both inside of departments and across use cases, AI capabilities, professional services and premium models such as Influencer Marketing, Listening, Premium analytics, and Advocacy serve as key growth levers. We know social is incredibly horizontal and has wide utility and applicability across a business, and we believe we have a tremendous opportunity to help our customers capitalize on opportunities they haven’t tackled yet.

Pricing

We offer a variety of subscription-based plans to provide customers with flexibility in accessing the full value of Sprout Social based on their specific needs. To facilitate rapid adoption and demonstrate the platform’s impact on business growth, we encourage the majority of our customers to participate in an

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initial 30-day free trial. This allows them to experience firsthand how Sprout Social can drive efficiency and performance.

For enterprise customers and organizations with large-scale social media operations, we offer managed trials that provide personalized support to help them realize the full value of the platform. These enterprises receive white-glove onboarding, a customized implementation plan, dedicated assistance for single sign-on (SSO) setup, and priority customer support.

Our platform is licensed on a per-user, per-month basis, providing scalability to meet the needs of businesses of all sizes.

Here is how it works:

1.Customers choose a core plan and license the platform per-user.

2.Customers add users, social profiles, and use-cases.

3.Customers add product modules (e.g., Listening) for an additional monthly rate depending on their needs.

Customers

We have a highly diverse base of tens of thousands of customers across SMBs, Mid-market companies, Enterprises and marketing agencies, as well as government, non-profit and educational institutions. We have been increasingly focused on the Mid-market and Enterprise segments, and we expect that our current and future growth will likely be driven by outsized contributions from Mid-market and Enterprise. Aligning to this focus, we announced a price increase in November 2022, which values our software consistent with the expectations of these segments of the market. As a result, our total number of customers or the number of net new customers we have added each quarter following the price increase has decreased while the average spend of each new customer has increased. We expect this trend to continue as we remain focused on our most sophisticated customers.

Sales and Marketing

Our go-to-market strategy continues to be driven by the strength and innovation of our platform, complemented by an expanded multi-product approach and deeper market segmentation. We leverage a product-led strategy, allowing potential customers to engage with our platform through free trials and product demonstrations. A significant portion of customers subscribe without direct sales intervention.

In 2026, we plan to enhance our go-to-market execution by prioritizing enterprise growth and multi-threaded sales motions. Our strategic focus includes high-value deals, verticalized go-to-market strategies, and deeper customer engagement across industries. We believe investments in influencer marketing, predictive analytics, expanded partnerships, and international market development will further strengthen our ability to scale globally.

As customers recognize the value of our platform, adoption naturally expands across the departments of their organizations through word-of-mouth and demonstrated impact. By aligning sales, marketing, and product teams around key growth initiatives, we continue to drive lead generation, increase conversion rates, and scale our platform's adoption across diverse customer segments.

We serve a large number of customers across industry and customer segments. With our self-serve, inside and field sales strategies, we seek to efficiently provide each customer segment with an exceptional experience and efficient scalability.

Our marketing team is focused on generating awareness of our social media management platform and on inbound marketing through our industry leading blog and other social content, including

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our own large social media following. The majority of inbound trials and demonstration requests are generated from unpaid marketing, allowing us to rapidly test, adapt and optimize our go-to-market motion.

Our sales and marketing expenses were $190.6 million, $184.1 million and $168.1 million for the years ended December 31, 2025, 2024 and 2023, respectively.

Customer Service

Customer success is at the heart of our business, and our global support team is committed to providing exceptional service to all customers, regardless of size or segment. We prioritize delivering high-quality support in the channels that customers prefer, ensuring a seamless experience across email, phone, chat, and social media.

We offer 24/5 support for both phone and chat inquiries. Our team serves a global customer base in multiple languages, including English, Spanish, Portuguese, and French. Customers consistently rate Sprout Social highly on the third-party review platform G2, where we have been consistently recognized for excellence in our category. In 2024, we were honored with the #1 spot on G2 across all software products, reflecting our commitment to delivering superior value and performance for customers.

Our focus on customer success extends beyond just support. With Sprout Social as their trusted partner, customers are able to gain deep insights into their social performance with exclusive access to The Arboretum, a dynamic community of over 10,000 members, where they can exchange insights and receive ongoing support. Customers also benefit from educational resources and strategic guidance from our Premier Success team. This holistic approach empowers customers to not only meet, but exceed their goals and drive the business impact they need from social. Additionally, our on-demand help center supports customers in becoming self-sufficient without requiring ongoing support.

Customer service costs are included in Cost of revenue within the Consolidated Statements of Operations.

Research and Development

We have a proven research and development team that rapidly delivers high-quality products, which has driven our growth. Our ability to lead in the social media management market depends on our introduction of new products and continuing to improve our current offerings. We work diligently to respond to our customers’ needs to create the best user experience possible.

Our research and development team is responsible for the design, development and testing of our products. We invest substantial resources in research and development to drive our technology innovation and bring new products to the market. Our research and development expenses were $101.3 million, $102.8 million and $79.6 million for the years ended December 31, 2025, 2024 and 2023, respectively.

Competition

There are a number of established and emerging competitors in the social media management software market. While new companies join the market frequently, barriers to entry are high, with increased consolidation in recent years. We consider the competitive differentiators in our market to be:

•Growth from social: How well the platform helps customers grow their brand or business through social.

•Speed of adoption: How quickly users can get started and feel comfortable using the platform.

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•Human-centric AI and automation: How well the platform uses AI and automation to make tasks easier for teams.

•Customer support: The level of partnership and support the vendor provides to help customers succeed.

•Comprehensive solution: Whether the platform provides everything teams need to successfully drive ROI from social.

•Scalability: How easily the platform can grow with your business as it gets bigger.

•Ease of use, security and reliability: How intuitive the platform is, how secure data is, and how reliable the platform is day-to-day.

•Cost and deployment: How effortless it is to set up and run the platform, in a way that delivers financial ROI.

We believe we compete favorably on all of these factors.

We primarily face competition from other social media management companies such as Hootsuite, Khoros and Sprinklr, as well as a range of independent point solutions. In order to compete, we work tirelessly to innovate and improve our products, while at the same time, preserving our unique culture.

Intellectual Property

We rely on a combination of patent, trade secret, copyright and trademark laws, a variety of contractual arrangements, such as license agreements, assignment agreements, confidentiality and non-disclosure agreements, and confidentiality procedures and technical and technological measures to protect rights in our proprietary technology and intellectual property.

We have seven issued U.S. patents and two U.S. patent applications pending. We intend to pursue additional patent protection to the extent we believe it would be beneficial and cost-effective. However, we cannot be certain that any patents will be issued with claims of sufficient scope to provide meaningful protection or competitive advantage.

We actively pursue registration of our trademarks, logos, service marks and domain names in the United States and in other key jurisdictions. We are the registered holder of a variety of domain names that include the term “Sprout Social” and similar variations. We also own numerous trademarks, trade names, service marks, logos and design marks, including SPROUT SOCIAL and our leaf logo.

In addition to our registered intellectual property, we rely on trade secrets and confidential information to develop and maintain our competitive position. We seek to protect our trade secrets and confidential information through a variety of methods, including confidentiality agreements with employees and third parties who may have access to our proprietary information. We also require most employees to sign agreements, pursuant to which they assign to us any inventions, developments and other technology generated by them on our behalf.

Accordingly, while we believe our intellectual property is sufficiently protected, the failure to obtain or the loss of some of these rights could have an adverse effect on our business, financial condition and results of operations. We protect and enforce our intellectual property rights, including through litigation as necessary. See “Risk Factors—Risks Related to Intellectual Property Matters—Inability or failure to protect our intellectual property rights could impair our business.”

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Government Regulation

The legal environment of Internet-based businesses is evolving rapidly in the United States and elsewhere. The manner in which existing laws and regulations are applied in this environment, and how they will relate to our business in particular, both in the United States and internationally, is often unclear. For example, we sometimes cannot be certain which laws will be deemed applicable to us given the global nature of our business, including with respect to such topics as data privacy and security, pricing, credit card fraud, advertising, taxation, content regulation and intellectual property ownership and infringement.

Our customers, and those with whom they communicate using our platform, upload and store data onto our platform, generally without any restrictions imposed by us as to the nature of such content, subject to our terms of service. This presents legal challenges to our business and operations, such as rights of privacy or intellectual property rights related to the content loaded onto our platform. Both in the United States and internationally, we must monitor and comply with a host of legal concerns regarding the data stored and processed on our platform as well as the operation of our business. These laws include, without limitation, the following:

Data Privacy and Security Laws

In the ordinary course of our business, we collect and process personal data. Accordingly, we are, or may become, subject to numerous data privacy and security obligations, including federal, state, local, and foreign laws, regulations, guidance, and industry standards governing data privacy and security. Such obligations may include, without limitation, the Federal Trade Commission Act, the California Consumer Privacy Act of 2018, as amended by the California Privacy Rights Act of 2020 (“CPRA”) (collectively, the “CCPA”), the Canadian Personal Information Protection and Electronic Documents Act, Canada’s Anti-Spam Legislation, the European Union’s General Data Protection Regulation 2016/679 (“EU GDPR”), and the EU GDPR as it forms part of United Kingdom (“UK”) law by virtue of section 3 of the European Union (Withdrawal) Act 2018 (“UK GDPR”).

The CCPA and EU GDPR are examples of the increasingly stringent and evolving regulatory frameworks related to personal data processing that have, and may continue to, increase our compliance obligations and exposure for any actual or perceived noncompliance. For example, the CCPA imposes obligations on covered businesses to provide specific disclosures related to the business’s collection, use, and disclosure of personal data and to respond to certain requests from California residents related to their personal data (for example, requests to know of the business’s personal data processing activities, to delete or correct the individual’s personal data, and to opt out of certain personal data disclosures). Also, the CCPA provides for administrative fines and a private right of action for certain data breaches which may include an award of statutory damages.

European data privacy and security laws (including the EU GDPR and UK GDPR) impose significant and complex compliance obligations on entities that are subject to those laws. For example, these obligations include limiting personal data processing to only what is necessary for specified, explicit, and legitimate purposes; requiring a legal basis for personal data processing; requiring the appointment of a data protection officer in certain circumstances; increasing transparency obligations to data subjects; requiring data protection impact assessments in certain circumstances; limiting the collection and retention of personal data; increasing rights for data subjects; formalizing a heightened and codified standard of data subject consents; requiring the implementation and maintenance of technical and organizational safeguards for personal data; mandating notice of certain personal data breaches to the relevant supervisory authority(ies) and affected individuals; and mandating the appointment of representatives in the UK and/or the EU in certain circumstances.

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See the sections titled “Risk Factors—Risks Related to the Use of Technology” and “Risk Factors—Legal and Regulatory Risks” for additional information about the laws and regulations to which we are or may become subject and about the risks to our business associated with such laws and regulations.

Copyright & Trademark

U.S. and international copyright and trademark laws protect the rights of third parties from infringement of their intellectual property. Our customers can use our platform to upload and present a wide variety of content. In general, our customer terms of service state that customers agree not to, nor authorize or permit any third parties to use our products to post, upload, link to, send, distribute, or store any content that is protected by copyright, trademark, or any other proprietary right without first having obtained all rights, permissions, and consents necessary to make such content available on or through our products. As our business expands to other countries, we must respond to regional and country-specific intellectual property considerations, including takedown and cease-and-desist notices in foreign languages, and we must build infrastructure to support these processes. The Digital Millennium Copyright Act, or DMCA, also applies to our business in the United States. This statute provides relief for claims of copyright infringement by third parties but includes a safe harbor that is intended to reduce the liability of online service providers for listing or linking to third-party websites or hosting content that infringes copyrights of others. The copyright infringement practices that we have implemented for our platform are intended to satisfy the DMCA safe harbor.

Culture and Workforce

At Sprout Social, we are proud to be recognized as a Built In “Best Place to Work” in 2025, a testament to the exceptional people who make up our team. This is our seventh consecutive year receiving this honor. The annual Built In awards recognize companies across all sizes and industries, including both remote-first organizations and those in major tech markets across the U.S. This recognition underscores the essence of our culture: a purposeful, collaborative, and bold team that delivers exceptional results.

This year, we are thrilled to have been named to three Built In Best Places to Work lists for 2025: Best Large Places to Work in Seattle, Best Places to Work in Seattle, and the Best Large Places to Work in Chicago. These accolades belong to our entire global team, and affirm our dedication and shared commitment to living our values every day.

Central to how we have achieved our world class culture is a commitment to listening and transparency. We align our people strategies to our company values and business vision, while collecting continuous feedback from our team and adjusting our approach to meet their needs. By doing so, we strive to foster an environment where the best ideas win and our employees and our business grow together. In turn, we create sustainable choices that deliver real outcomes for our team, customers, and stakeholders.

This year, our focus is on empowering our team to do the best work of their careers, with the support and tools they need to succeed. As we continue to strengthen our employee engagement and performance, we’re committed to fostering a culture that inspires excellence and brings out the best in all of us.

Our Workforce

As of December 31, 2025, Sprout Social employed 1,362 full-time team members, with an average tenure of 3.3 years. Geographically, our workforce spanned multiple locations, with 369 team members based outside the United States.

Sprout Social also aspires to create a world-class, flexible, and inclusive hybrid culture that enables exceptional work. We prioritize opportunities to bring our distributed teams together through

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meetups and team gatherings at our offices yearly, and local events such as Happy Hours and Breakfast Bars. These moments foster meaningful connections within our global community, strengthening bonds and enhancing engagement.

Employee Development

Sprout Social’s commitment to employee growth and development continued in 2025 through a focus on department-specific investments and a refreshed performance management framework.

During the year, we empowered department leaders to implement custom learning solutions, such as team-wide skill-building, designed to meet the unique needs of their specific functions. By shifting toward specialized, department-based learning, we have been able to more effectively bridge skill gaps and ensure that development efforts are directly contributing to functional excellence and operational efficiency.

Performance management remained a primary focus, with all managers completing biannual reviews for their teams. We continued to optimize this experience in response to employee feedback, placing a stronger emphasis on actionable, forward-looking coaching. By providing our workforce with a clearer line of sight into success criteria and future growth, we are creating the organizational conditions that fuel high performance. Employee sentiment throughout 2025 indicates that this strategy is resonating, helping to accelerate our high-performance engine as we look toward 2026.

Engagement & Recognition

Employee listening is a central component of our people strategy. In 2025, we increased our listening rituals to gather more frequent, real-time feedback from our employees. This increased cadence allows leadership to better understand where we can improve our workflows and how we can empower our team to have a greater impact on our strategic goals. Across our biannual pulse surveys, we achieved a consistent 80% participation rate. We view this high level of voluntary participation as a key indicator of a highly engaged workforce and a culture built on mutual trust.

Recognition remains a cornerstone of our engagement strategy. Through our Value Awards, we celebrate employees who exemplify Sprout Social’s values. Award recipients receive a $2,000 prize and a $500 charitable donation to an organization of their choice, reinforcing our commitment to both our people and community impact. Additionally, we continue to celebrate milestone moments and anniversaries with branded swag, fostering a sense of pride and connection among our global team.

Total Rewards

Sprout Social’s total rewards philosophy in 2025 was built on a foundation of fairness, competitiveness, and well-being, ensuring our employees feel valued and supported at every stage of their personal and professional journeys. Our comprehensive benefits offerings reflect our commitment to enabling employees to thrive both inside and outside of work.

We provide globally competitive compensation packages, which include base salary, commission, and stock-based compensation. Salaries are reviewed annually using market-based data to facilitate fairness and alignment with industry standards. As part of our steadfast commitment to pay equity, we conduct annual global pay equity analyses to support fair and transparent employee compensation. Additionally, our Employee Stock Purchase Plan (currently available in the U.S.) allows employees to share in Sprout Social’s financial success by purchasing stock at a discounted rate, reinforcing their stake in our collective growth.

Our benefits offerings are designed to attract and retain talent while aligning with local market practices and regulatory requirements across the jurisdictions in which we operate. In the U.S., our benefits suite includes comprehensive healthcare, a 401(k) retirement plan featuring a company match to support employee financial wellness, and a flexible PTO policy designed to support a positive work-life

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balance. Internationally, our benefits are structured to complement statutory requirements and may include supplemental health and life insurance, disability coverage, and pension or retirement savings plans.

In 2025, we continued to prioritize support for growing families, offering a $5,000 family planning benefit for surrogacy and adoption, as well as enhancing our global parental leave programs to be better aligned with international practices and standards. We also enhanced our global bereavement leave policy to ensure that employees have the space they need to process grief and be there for their loved ones during difficult times. Our global Lifestyle Spending Account empowers employees to prioritize their personal health and well-being, while new hire stipends for home office setups and ongoing Wi-Fi reimbursements enable productivity in our hybrid work environment. As a company, in 2025, we also had nine “R&R” days in addition to holidays to help encourage employee wellbeing.

Beyond the essentials, Sprout Social offers a range of additional well-being benefits that underscore our holistic approach to employee care. These resources include financial wellness tools, legal support, identity theft protection, pet insurance, and backup care for children and elders. By continually evaluating and evolving our rewards and benefits, we aim to provide an exceptional employee experience that helps attract amazing talent, and drives engagement, retention, and long-term success.

Governance & Accountability

Ethical conduct and diverse representation among key decision-makers are at the heart of Sprout Social’s governance practices. Our Environmental, Social and Governance (ESG) committee, which includes several members of our executive team, guides our efforts intentionally and impactfully. We align our governance policies with stakeholder interests by adopting transparent practices, such as pay-for-performance disclosures and enhanced stock ownership guidelines for executive officers. Our board evaluations and risk management programs further promote accountability and efficiency at every level.

Health, Safety & Wellbeing

The safety and well-being of our employees continued to be a top priority in 2025. Our hybrid work model allowed employees to choose their ideal work environment, supported by ergonomic office stipends, educational resources on ergonomics and flexible schedules. We maintained rigorous safety protocols in our offices, equipping them with life-saving tools and ensuring secure access.

Sprout Social’s mental health resources included counseling services, financial wellness tools, and backup care options, reflecting our holistic approach to employee well-being. These initiatives are designed to support our workforce in achieving balance and resilience.

Refreshed Values

At the start of 2025, Sprout Social renewed its values to reflect our bold ambitions and commitment to achieving extraordinary things. But values don’t mean much if they are just words. Whether we lead a team, manage a project, or shape group dynamics, we all play a key role in bringing our values to life. By actively embracing and demonstrating them, we strive to create an environment where we all thrive.

•Be a joy to work with. In every customer interaction, we deliver exceptional value.

•Put your name on it. We act with purpose, own our impact and consistently deliver exceptional results.

•Change the game. We redefine what is possible, act boldly and transform challenges into breakthroughs.

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•All in, All together. Collaboration, trust and inclusion power our success. Together, we achieve more than we ever could alone.

Our values are more than just words. They are the foundation of our culture — the principles that guide our decisions and the behaviors that shape how we show up every day. By integrating them into our daily work, meetings, feedback, recognition, and decision-making, we keep them alive and thriving. When we live our values, we strengthen our culture and move Sprout Social forward, together.

Our Website and Availability of SEC Reports and Other Information

We maintain a website at the following address: www.sproutsocial.com. The information on our website or our social media profiles is not incorporated by reference in this Annual Report.

We make available on or through our website certain reports and amendments to those reports we file with or furnish to the SEC pursuant to Section 13(a) or 15(d) of the Exchange Act. These include our annual reports on Form 10-K, our quarterly reports on Form 10-Q, and our current reports on Form 8-K. We make this information available on our website free of charge as soon as reasonably practicable after we electronically file the information with, or furnish it to, the SEC.

Investors and others should note that we routinely announce material information to investors and the marketplace using SEC filings, press releases, public conference calls, webcasts and the Sprout Social Investors website. We also intend to use certain social media profiles (including www.twitter.com/SproutSocial, www.facebook.com/SproutSocialInc, www.linkedin.com/company/sprout-social-inc-/, www.instagram.com/sproutsocial/) as a means of disclosing information about us to our customers, investors and the public. While not all of the information that we post to the Sprout Social Investors website or to social media profiles is of a material nature, some information could be deemed to be material. Accordingly, we encourage investors, the media and others interested in Sprout Social to review the information that we share at the Investors link located at the bottom of the page on sproutsocial.com and to regularly follow our social media profiles. Users may automatically receive email alerts and other information about Sprout Social when enrolling an email address by visiting "Request Email Alerts" on the website at investors.sproutsocial.com.