It’s Personal

What It’s Personal does

It's Personal (legal entity KDV Growth Ltd) is a UK-based, done-for-you email marketing and customer retention agency serving direct-to-consumer ecommerce brands, particularly purpose-driven lifestyle brands and growth-stage startups in the EMEA region. Founded in 2018 by Olga de Villiers (CEO) and Magda Kolesinski (CCO), both former members of the original management team at sofa.com where they built the customer retention function before holding CDO, CMO, and CCO roles at other DTC brands, the agency operates with a small, specialist team of approximately eight people spanning strategy, CRM, email production, social, and design.

The agency's core offering is structured around three integrated service pillars: Email Marketing, Customer Retention, and Deliverability, delivered through a five-step process and supported by an omnichannel retention stack spanning email, SMS, WhatsApp, DM, push, loyalty, subscription, and on-site personalisation. The primary technology dependency is Klaviyo, where the firm holds GOLD MASTER Partner status, placing it among the top 4% of agencies in the EMEA region. An extensive blog on email, retention, AI, and ecommerce strategy functions as a thought leadership and inbound marketing channel, while the GTM motion is sales-led with prospective clients routed to co-founder-led Calendly discovery calls.

The business model is professional services revenue: bespoke, quote-based agency engagements, typically multi-year, with no publicly disclosed pricing. Customers disclosed in testimonials span SMB to mid-market/enterprise tiers and include Cupsmith (food & beverage), The Modern House (real estate), Pooky (homeware), Raft (retail), and Premium Beauty Marketing Consulting. Documented outcomes include 5x email revenue growth within four months for a UK lingerie brand client, re-engagement of 80% of inactive customers through segmentation, and 30% increases in new customer acquisition via targeted email strategies.

Name

It’s Personal

Legal name

KDV Growth Ltd

Website

https://itspersonal.agency

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

It's Personal is a UK-based, done-for-you email marketing and customer retention agency serving DTC ecommerce brands. Operating as a Klaviyo GOLD MASTER Partner with an 8-person team, it delivers omnichannel retention across email, SMS, WhatsApp, and loyalty.

Ownership category

akta.pro rank

Product category

Email Marketing Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Customer Retention, Loyalty & Win-Back Centers (BPAAAAAC)

akta.pro secondary industry

Renewals & Retention (Save Desk) (BPAAADAG)

Keywords

• Email marketing agency
• Customer retention services
• Klaviyo implementation
• DTC ecommerce marketing
• Deliverability optimization

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Email Marketing Agency Services: Done-for-you email marketing services including strategy development, campaign creation, automation implementation, and customer retention consulting for DTC brands. Services include email marketing, customer retention strategy, and deliverability optimization.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Done-for-you email marketing and customer retention services for direct-to-consumer (DTC) ecommerce brands. The agency builds and manages email campaigns, automation flows, segmentation, and deliverability optimization, and extends into multi-channel retention strategies spanning email, SMS, WhatsApp, push notifications, and loyalty programs.

Product overview

It's Personal is a done-for-you email marketing and customer retention agency serving DTC (direct-to-consumer) brands. The agency offers three integrated service pillars — Email Marketing, Customer Retention, and Deliverability — supported by a five-step process (Understanding the WHY, Sorting the data, Connecting the channels, Creating the Human Experience, Review and Optimise). All services are delivered by the agency's team on behalf of clients using platforms like Klaviyo, with additional support for SMS, WhatsApp, push notifications, loyalty, and subscription channels. A blog/resource library complements the core service offering with industry thought leadership.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 5x growth in email marketing revenue within four months for a UK lingerie brand client
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature1 record

Partnerships

One partnership is on record.

• KlaviyocoreTechnology or IntegrationAgency is a Klaviyo GOLD MASTER Partner, the highest tier of partnership with the email marketing platform. This certification enables the agency to access advanced Klaviyo features, dedicated support, and recognition as a top-performing implementation partner in the EMEA region.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Klaviyo: The leading email and SMS marketing platform for ecommerce. It's Personal is a top-tier Klaviyo partner and built its service delivery entirely on Klaviyo, so the company's success is closely tied to the platform's ecosystem and partner program.
• ActiveCampaign: Established email marketing and automation platform with a large partner agency ecosystem. It's Personal's positioning is Klaviyo-centric, but ActiveCampaign agencies address the same mid-market DTC email demand from a different platform angle.
• Mailchimp: Mass-market email marketing platform owned by Intuit with a large agency and partner ecosystem. It is the default alternative to Klaviyo for ecommerce email and represents the most common platform-switch risk for It's Personal's clients.
• Emarsys: Enterprise marketing platform with strong ecommerce and omnichannel personalisation capabilities, including agency and partner delivery. Comparable as a broader incumbent competing for retention marketing budgets in EMEA retail.

Direct peers

• InboxArmy: Boutique email marketing agency that delivers Klaviyo, Mailchimp, and HubSpot campaign work for DTC and ecommerce brands. Closely comparable in service scope (done-for-you email and automation) and target customer to It's Personal.
• SmartMail: Email marketing agency specifically built around Klaviyo for ecommerce brands, offering done-for-you campaigns, flows, and segmentation. Direct overlap with It's Personal on Klaviyo-native delivery for DTC clients.

Emerging players

• Yotpo: Retention marketing platform combining reviews, SMS, loyalty, and email for DTC brands. Comparable because it competes for the same retention/email budget that It's Personal sells into, and increasingly offers agency-style services.
• Ometria: UK-based retail CRM and retention marketing platform focused on DTC and ecommerce brands. Comparable as a regional retention-focused competitor targeting the same EMEA customer base as It's Personal.
• Drip: Ecommerce-focused CRM and email automation platform with agency partners. Comparable as an alternative platform with agency-style services targeting DTC retention use cases similar to It's Personal's core offering.
• ReSci (Retention Science): AI-driven customer retention and lifecycle marketing platform for ecommerce. Comparable because it competes for retention technology and services spend that agencies like It's Personal monetise, especially with mid-market DTC brands.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/itspersonal

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about It’s Personal