Loops
Loops is a SaaS email automation platform for software companies, offering a unified API-first solution for product, marketing, and transactional emails with visual workflow automation, serving customers from startups to enterprises including Linear, Framer, Reuters, and Perplexity.
- Company typePrivate
- Founded2022
- HeadquartersWashington, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Loops does
Loops, operated under Astrodon Corporation (Delaware-incorporated), is a SaaS email marketing automation platform purpose-built for modern software companies. Founded in 2022 and a Y Combinator W22 graduate, the company consolidates product email (lifecycle and onboarding automation), marketing email (campaigns and newsletters), and transactional email (password resets, confirmations) into a single API-first platform. Its technology stack centers on a REST API with SDKs for JavaScript/TypeScript (Node, NextJS, Nuxt), Ruby, PHP, and Laravel, complemented by a visual drag-and-drop workflow builder, a low-HTML email editor, and LMX (Loops Markup Language) — a proprietary XML-based markup for programmatic email content creation and updates. The platform is SOC 2 Type II certified and GDPR compliant, with a Trust Center and DPA in place to support enterprise procurement.
The company's customer base spans high-growth startups (Framer, Linear, Perplexity, Granola, Clerk, Sketch, Cosmos) and select enterprises (Reuters, Conductor), reflecting an SMB-to-enterprise upmarket trajectory. Loops monetizes via tiered SaaS subscriptions with a no-credit-card free tier (1,000 contacts, 4,000 emails/month) and paid plans starting around $49/month. Distribution is entirely self-serve through a product-led growth motion, supported by developer documentation, SDK distribution, and a native integration ecosystem spanning Stripe, Supabase, Clerk, PostHog, Auth0, Segment, Zapier, Make, Framer, Webflow, and Bubble. To date, Loops has raised approximately $3.2 million in seed funding led by Craft Ventures (April 2022), with participation from Altman Capital, BoxGroup, Liquid 2 Ventures, Soma Capital, SV Angel, TwentyTwo VC, and Y Combinator, and maintains a lean 1-10 person team.
Loops firmographics
Firmographics- Name
- Loops
- Legal name
- Astrodon Corporation
- Website
- https://loops.so
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Loops is a SaaS email automation platform for software companies, offering a unified API-first solution for product, marketing, and transactional emails with visual workflow automation, serving customers from startups to enterprises including Linear, Framer, Reuters, and Perplexity.
- Ownership category
- akta.pro rank
Loops industry classification
Industry- Product category
- Email Marketing Automation
- NAICS
- Custom Computer Programming Services (541511), Computer Systems Design and Related Services (54151), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming Services (7371)
- akta.pro primary industry
- Sales Enablement & Revenue Operations (RevOps) Tools & Services (BPAFAFAJ)
- akta.pro secondary industries
- Workflow Automation for IT & Ops (Runbooks, Job Scheduling) (HDAEAHAH), Webhooks, Eventing & Message Streaming (BPAMAOAE)
Keywords
Where Loops is headquartered
LocationHeadquarters
- HQ city
- Washington
- HQ country
- United States
- HQ region
- North America
Markets served
Loops business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations
Revenue model
- SaaS Subscription: Subscription-based pricing with tiered plans based on contact volume and email send limits. Free tier available with 1,000 contacts and 4,000 emails/month. Paid plans starting around $49/month based on third-party comparison.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free tier with 1,000 contacts and 4,000 emails per month |
| Subscription | Monthly | Pro/paid tier starting at $49/month |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Loops product offering
Product offeringCore offering
Loops is a SaaS email marketing and automation platform that enables software companies to send product emails (lifecycle/onboarding automation), marketing emails (campaigns and newsletters), and transactional emails (password resets, confirmations) from a single unified platform. The API-first offering includes a visual workflow builder, an email editor, REST API with SDKs for JavaScript, Ruby, PHP and frameworks like Next.js and Nuxt, and native integrations with Stripe, Supabase, Clerk, Auth0, Segment, and PostHog.
Product overview
Loops is an email marketing platform for SaaS companies offering three interconnected email types: Product Email (lifecycle/onboarding automation via visual workflow builder), Marketing Email (campaign-based newsletters and announcements to audience segments), and Transactional Email (API-triggered one-to-one messages like password resets and confirmations). The platform includes a visual workflow editor, low-HTML email designer with themes and reusable components, REST API with SDKs for JavaScript/TypeScript, Ruby, and PHP, CLI tooling for developers, and LMX (Loops Markup Language) for programmatic email content management. AI capabilities include email translation and agent-based automation via Loops Agents. Integrations include Stripe, Supabase, Clerk, Auth0, Zapier, Make, Segment, PostHog, and webhooks.
Differentiator
Problem solved
Functional benefit
Products and services
- Loops Platform Unified email marketing platform for SaaS companies that combines product email, marketing email, and transactional email in one product, featuring a visual workflow builder, email editor, REST API, and SDKs.
- Product Email Lifecycle and onboarding email automation module for SaaS companies. Enables building automated email sequences triggered by user events, with a visual workflow builder for mapping customer journeys from signup through activation, trial, and re-engagement.
- Marketing Email Campaign-based email marketing for newsletters, announcements, and promotional emails sent to audience segments, with support for A/B testing, scheduling, and segment-based targeting.
- Transactional Email API-triggered automated emails sent to individual contacts based on specific actions such as password resets, purchase confirmations, and account notifications, with support for data variables for personalization, attachments, and idempotency keys.
Quantifiable outcome
- Welcome workflow open rate above 40% when targeting engaged users
- +1 more outcomes
Companies that use Loops
Customer profileNamed customers9 records
Segments2 records
Ideal customer profiles2 records
Loops technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
AI capability4 records
Feature6 records
Loops partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- SupabasecoreNative integration with Supabase for user data sync. Allows triggering emails based on Supabase events and syncing user data.
- ClerkcoreNative integration with Clerk authentication. Syncs user authentication data to trigger email workflows.
- StripecoreNative integration for Stripe billing events. Triggers emails on subscription changes, payments, and invoices.
- PostHogcoreNative integration with PostHog analytics. Syncs product analytics data for segmentation and event-triggered emails.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Loops competitors and assessment
Company assessmentDirect peers
- Customer.io: Customer.io is a developer-focused email automation and lifecycle marketing platform with an event-based data model very similar to Loops. Both target SaaS companies with API-first, segment-driven messaging and visual workflow builders, making it Loops' closest head-to-head competitor.
- Resend: Resend is a developer-first email API for transactional and marketing email, built around a clean REST API and React Email components. Like Loops, it targets the modern SaaS/developer audience with an API-first product experience and similar SDKs.
- Postmark: Postmark is a transactional and broadcast email service owned by ActiveCampaign, known for strong deliverability and a developer-friendly API. It overlaps with Loops' transactional email offering and shares the same SMB SaaS/dev-tool buyer.
Broad incumbents
- Mailgun: Mailgun (owned by Sinch) is a long-standing email API service for transactional and marketing email with a broad developer customer base. It competes with Loops on transactional email but is a much larger, general-purpose incumbent.
- Twilio SendGrid: Twilio SendGrid is one of the largest email API platforms offering transactional and marketing email at scale. It overlaps with Loops' full email stack but operates as a broad incumbent with enterprise sales and a much wider feature set.
- ActiveCampaign: ActiveCampaign is a broad customer experience automation platform combining email marketing, CRM, and automation. It overlaps with Loops' marketing email and workflow features but serves a much wider customer base beyond SaaS.
- Mailchimp: Mailchimp (owned by Intuit) is the largest SMB email marketing platform globally. While not developer-focused, it competes with Loops' marketing email and newsletter use cases for the SaaS/SMB segment.
- Brevo (formerly Sendinblue): Brevo is a European-headquartered email marketing and transactional email platform serving SMBs globally. It competes with Loops' combined product/marketing/transactional offering as a broad, multi-channel incumbent.
Regional players
- Klaviyo: Klaviyo is a leading email and SMS marketing platform dominant in e-commerce. It does not directly target SaaS but represents a comparable business model (unified email + SMS, segment-driven automation) that Loops may benchmark or eventually compete with in adjacent verticals.
Emerging players
- Kit (formerly ConvertKit): Kit is an email marketing platform built for creators and small businesses, with strong broadcast/newsletter capabilities. It overlaps with Loops' marketing email feature but serves a different primary segment (creators vs. SaaS).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Loops social profiles
Digital presenceLoops compliance and trust
Trust signalCompliance2 records
Loops financial estimates
Financial estimateRevenue estimate
Valuation estimate
Loops leadership team
Management profileNumber of profiles
Profiles2 records
Loops funding detail
Funding detailFunding overview
Funding rounds2 records
Investors9 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Loops M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Loops
What does Loops do?
Loops is a SaaS email marketing and automation platform that enables software companies to send product emails (lifecycle/onboarding automation), marketing emails (campaigns and newsletters), and transactional emails (password resets, confirmations) from a single unified platform. The API-first offering includes a visual workflow builder, an email editor, REST API with SDKs for JavaScript, Ruby, PHP and frameworks like Next.js and Nuxt, and native integrations with Stripe, Supabase, Clerk, Auth0, Segment, and PostHog.
Is Loops a public or private company?
Loops is a private company. It is classified as venture growth investor backed and is currently operating.
When was Loops founded?
Loops was founded in 2022. It employs 1 to 10 people.
Where is Loops based?
Loops is headquartered in Washington, United States, in the North America region.
How does Loops make money?
One revenue line is on record: saaS Subscription.
Who are Loops's main competitors?
Direct peers on record are Customer.io, Resend and Postmark. Broad incumbents are Mailgun, Twilio SendGrid, ActiveCampaign, Mailchimp and Brevo (formerly Sendinblue). Klaviyo is listed as a regional player. Kit (formerly ConvertKit) is listed as an emerging player.
Does Loops have an API?
Yes. Loops offers a REST API for managing contacts, events, campaigns, transactional emails, workflows, and more. The API supports idempotency keys for preventing duplicate sends, webhooks for real-time email event tracking, and allows developers to create/update/delete contacts, send transactional emails, trigger workflows via events, and manage email content. SDKs are available for JavaScript/TypeScript (including NextJS and NuxtJS), Ruby, and PHP. The platform also offers a CLI tool for local development workflows and Content API endpoints (currently in beta) for programmatic email content management using LMX (Loops Markup Language). Developer documentation is at loops.so/docs/api-reference/intro.
What industry is Loops in?
Loops's product category is Email Marketing Automation. Its primary akta.pro industry code is BPAFAFAJ, Sales Enablement & Revenue Operations (RevOps) Tools & Services, with a secondary code of HDAEAHAH, Workflow Automation for IT & Ops (Runbooks, Job Scheduling). Its NAICS code is 541511 and its SIC code is 7372.