Pros
Love working here. The culture is extremely positive, and work-life balance is believed to make a better product. Flexible employment options to suit your needs, and the owners try to take care of you to the best of their ability. Employees strongly encouraged to take part in helping to run a business. Constantly working on becoming a better democratic workplace. Employees all genuinely enjoy being there, and care a great deal about getting customers the best deal for their money. Workplace, customer, and user joy are all in balance. Constantly re-evaluating the benefits package to make sure it takes care of employees as well as possible. Lots of opportunities for people looking to break into the industry as well as seasoned devs who have been bitten by long hours and never-ending scope creep at other places. Your time at work and at home is valued.
Cons
Pay is low compared to what you might get in another software setting. Promotion system is always a work in progress.