Figma's business model is a textbook execution of product-led growth (PLG) combined with enterprise expansion—a model where individual user adoption creates the wedge for organizational sales, and where the product's collaborative architecture naturally drives seat expansion and premium tier conversion. The pricing structure operates across four tiers. The Starter plan is free and allows up to two editors on up to three projects—designed to be genuinely useful for individuals and small teams while creating a natural ceiling that prompts upgrade as team size and project volume grow. The Professional plan, priced per editor per month on an annual basis, removes project limitations and adds advanced prototyping, version history, and sharing controls. The Organization plan introduces enterprise features including centralized team management, SSO integration, design system analytics, and private plugins—the tier at which Figma becomes a company-wide platform rather than a team tool. The Enterprise plan adds advanced security, compliance, and administrative controls required by large organizations in regulated industries. This pricing architecture is strategically designed to maximize both breadth of adoption and depth of monetization. The free tier is generous enough to establish genuine workflow dependency—a designer who uses Figma daily becomes skilled in its interface, has their files in Figma's cloud, and builds collaborative workflows with colleagues that create organizational switching costs. When that designer's team grows or the project count exceeds the free limit, upgrading is the path of least resistance because the alternative—switching to a paid competitor—requires retraining, file migration, and workflow disruption. The seat expansion mechanic is particularly powerful. Figma charges per editor—the users who actively create and modify designs—while allowing unlimited viewers to access files for free. This means that when a developer, product manager, or executive wants to view designs or leave comments, they can do so without consuming a paid seat. The product remains accessible to the entire organization without requiring budget approval for every person who might occasionally need to look at a design. But as more team members become active designers—a trend accelerated by the mainstreaming of design skills across product functions—the editor seat count grows, and with it, the annual contract value. Organizations routinely begin with three to five paid seats and expand to dozens or hundreds as design capability spreads through the organization. The FigJam product, launched in 2021, introduced a second product line—a collaborative whiteboarding and diagramming tool that competes with Miro and Mural. FigJam operates on a separate pricing model and expands Figma's addressable market beyond product design teams to any team engaged in visual collaboration—brainstorming, process mapping, retrospectives, or workshop facilitation. FigJam's inclusion in Figma's subscription plans at higher tiers creates cross-sell opportunities and increases the value proposition of Figma's organizational and enterprise plans. The plugin ecosystem represents an important platform extension. Figma's Plugin API allows developers to build tools that run inside the Figma editor, extending its capabilities with features like icon libraries, stock photo integration, accessibility checkers, and design token management. Over 2,000 plugins exist in the Figma Community, created by third-party developers who invest in the ecosystem because Figma's user base creates distribution for their tools. This ecosystem investment from third parties improves the platform's capabilities without proportionate R&D cost, and the Community marketplace—where designers share files, components, and plugins—creates a content layer that drives organic discovery and new user acquisition. Enterprise sales complement the PLG motion by converting bottom-up adoption into top-down contracts. When a large organization has dozens of teams using Figma on individual team budgets, the enterprise sales team engages procurement and IT leadership to consolidate those contracts into an enterprise agreement with volume pricing, centralized billing, SSO, and administrative controls. This motion converts fragmented departmental spend into predictable, large annual contracts and expands Figma's penetration into compliance-sensitive enterprise accounts that require security controls not available in lower tiers.