
	Year ended December 31,
	2025	2024	2023
People costs	32,729	25,838	22,334
Employees' bonuses related to acquisition (Note 5)	2,263	—	368
Restructuring costs	399	—	—
External marketing expenses	11,476	6,564	6,083
External content	3,245	3,195	3,666
Amortization of acquired intangible assets	7,241	3,301	521
Share-based payment expense	1,411	931	359
Software and subscriptions	2,372	785	855
Hosting and website content	588	526	647
Other	1,279	757	498
Total sales and marketing expenses	63,003	41,897	35,331

Presentation of ‘Other’ sales and marketing expenses for the comparative periods were adjusted to consistently reflect more disaggregated classification in the current year. It resulted in a reclassification from ‘Other’ to ‘Hosting and website content’ by $526 and $647 for the years ended December 31, 2024 and December 31, 2023, respectively.


	Year ended December 31,
	2025	2024	2023
People costs	12,831	9,543	7,541
Employees' bonuses related to acquisition (Note 5)	1,251	—	—
Software and subscriptions	2,397	1,569	1,131

Amortization of internally developed intangibles	2,031	1,278	885
Amortization of acquired technology and software	3,320	—	—
Share-based payment expense	318	183	42
Hosting costs	1,143	437	307
Consultancy fees	1,054	559	14
Other	444	380	367
Total technology expenses	24,789	13,949	10,287

Presentation of ‘Other’ technology expenses for the comparative periods were adjusted to consistently reflect more disaggregated classification in the current year. It resulted in a reclassification from ‘Other’ to ‘Consultancy fees’ by $559 and $14 for the years ended December 31, 2024 and December 31, 2023, respectively, and from ‘Other’ to ‘Hosting costs’ by $437 and $307 for the years ended December 31, 2024 and December 31, 2023, respectively.


	Year ended December 31,
	2025	2024	2023
People costs	13,528	13,108	10,802
Share-based payment and related expenses	5,208	3,839	3,386
Legal and consultancy fees	5,479	3,771	4,096
Secondary offering related costs	—	—	733
Acquisition related costs	1,482	2,151	821

Employees’ bonuses related to offering	—	—	201
Restructuring costs	63	—	—


Insurance	433	417	581
Short-term leases	83	317	567
Amortization of right-of-use assets	1,221	847	436
Depreciation of property and equipment	606	376	246


Software and subscriptions	1,937	1,240	959

Other	2,129	1,579	1,463
Total general and administrative expenses	32,169	27,645	24,291

Presentation of ‘Other’ general and administrative expenses for the comparative periods were adjusted to consistently reflect more disaggregated classification in the current year. It resulted in a reclassification from ‘Other’ to ‘Legal and consultancy fees’ by $378 and $195 for the years ended December 31, 2024 and December 31, 2023, respectively.

During the year ended December 31, 2023, the Group engaged a third party consulting firm to evaluate updated share based benefits issued to personnel of the Group and incurred costs of $180.

Total contributions to defined contribution plans of $1,593, $1,065 and $681 are included in people costs across functions for the years ended December 31, 2025, 2024 and 2023, respectively.