2025 yearly report

Mikkel Malmberg

I’m happy and proud to report that 10er had another year of growth, making it the 11th year in a row of up and to the right.

See /open for more numbers.

Not the explosive kind of growth. The slow, steady, calm kind. No hockey sticks, no rice on a chess board. Just, creators and us making more money than we did the year before.

Through 10er, fans paid creators over 5.1 million Danish kroner in 2025 alone. (In today’s rates, that’s around USD 795,000, world.) A full million more than the year before.

I’m very proud of and continuously surprised by the success of this little side project I started building 11 years ago when I felt it was easier to build it myself than sign up somewhere else. Through ups and downs, regulatory challenges and a competitive landscape of VC backed grow or die startups we simply keep on chugging along.

As of November, 10er is literally a mom-and-pop business, as my wife joined the company part-time to help with things here and there, the creator relations, the social medias.

Creators are making real money through the platform. It’s a business case that shouldn’t work. If what The Man tells us about supply and demand was true, 10er wouldn’t have worked.

Yet it does and even more so: plenty supporters have told me over the years how happy they are that they get to pay creators — even when they didn’t have to.

We have more active projects and active supporters than ever before.

I added features I’ve been contemplating for years. I cleaned up, I built a whole UI Kit to help me move faster. AI! AI for God’s sake.

The bots and I built an entire Wrapped feature in a few evenings over the winter break.

Through the years I’ve worked with multiple freelance developers, even hired a developer full-time for almost a year. They were all great. Now, the bots are spitting out more code before noon than any of them (or I) ever could.

For all I know, 2026 when it’s done, will have been year 12 of consecutive bigger than last year.

Yet even with all this, I still look back at the year with a slight squint.

I made it my goal a few years ago to bring 10er to the rest of the world. There’s a lot more potential users out there than those that speak Danish.

I bought the .com. I spent way too long on a new landing page. I wrecked my brain for what to even say about this service that’s so close to others on the market, yet feels very unique to me.

But not a single non-Danish project has even tried to get started on 10er.

The tiny devil on my shoulder whispers “why are you even telling this story in English?”

There’s no technical reason it wouldn’t work elsewhere. I have the arguments ready for why it’s different than the others (finally) yet I’m somehow hesitant to shout them from the rooftops. Why?

Some people say it’ll never work because of the name. Others believe that competitors already have the whole market.

The way I see it, the biggest reason is me.

I should be doing more marketing. I should be spreading the word. I should be blogging and YouTubing and podcasting about 10er all the time!

And yet I don’t.

Sometimes I think “maybe it’s fine.” It’s already a success. Profitable from day one — in a market of 5-6 mil people with a non-sensical business case. Why more?

Other times I feel this success is wasted on me when I’m not chasing the hockey stick now that it obviously works?!

Anyway.

If you’re using 10er, as creator or as a supporter, I’m genuinely so happy that you’re here. Even if it’ll always just be us, du og jeg. Tusind tak!

💛 Mikkel