We kept building the same thing
at every company we joined.
Three of us spent a decade running lifecycle programs inside SaaS, fintech, and DTC. Every team, the same story: stitch four tools together, write a custom analytics pipeline, fight Outlook for Windows, beg the deliverability team for help, give up on attribution, hide the spreadsheets from the CFO.
Mailapp is the tool we wished existed. One product, every surface. A real CDP. An AI that does work, not chat. Honest pricing. Documentation as a first-class feature. We're building it slowly and on purpose.
Six things we hold ourselves to.
Not a poster on the wall. Real lines that get used in pull request reviews, design reviews, and hiring decisions.
Anyone can ship an email. The win is when it arrives, gets read, and gets replied to. We measure ourselves on the last step.
A chatbox that explains something to you is not AI working. AI works when it takes an action you'd otherwise take yourself. Everything we build is held to that bar.
Deliverability, residency, sub-processors, render fidelity in Outlook for Windows. The unglamorous middle is what wins the buying committee.
We won't gate a table-stakes feature behind a sales call. Pricing is on the website. Your tier doesn't lock you out of being a serious sender.
If a feature isn't documented, it's a stub. Changelog is dated and signed. Post-mortems are public. We don't ship surprise behaviour.
We'd rather build the seventh-best thing in the world and have it be perfect than the first-best and have it be okay. Polish compounds.
A small group of people who care about their craft.
We're 42 people across nine countries. We hire slowly and with intent. Every person on the team has built lifecycle programs before — we know what we'd want this tool to do.
Former lifecycle lead at Lattice. 14 years building email at three companies before this one.
Designer-engineer. Previously shaped automation at Customer.io and ran lifecycle at Loom.
Built deliverability infrastructure at SendGrid and the analytics stack at PostHog.
Late of Linear. Designs systems that people don't notice — which is the point.
Tools and agents that take action. Previously Replit and a stint at a frontier lab.
Datadog, Stripe, two early teams. Believes p99 latency is the only honest measure.
Ten years at SparkPost and Postmark. Knows the spam filters by name.
Realtime systems at Slack. Likes a slow inbox and a fast database.
People who agree this should exist.
We raised what we needed to build the product right, then closed the round. We're not optimising for headlines or the next round — we're optimising for a tool that lasts a decade.
Remote-first. Distributed by design. Together a few times a year.
We work asynchronously across nine time zones. Most decisions happen in a doc, not a meeting. We meet in person twice a year — once for a build week, once for a long-term planning week.
You can find us in London, Berlin, Lisbon, Madrid, New York, Toronto, San Francisco, São Paulo, and Tokyo.