Heroes Only B.v.

What Heroes Only B.v. does

Heroes Only B.V. is a privately held Dutch engagement agency headquartered in Breda that provides 1-on-1 marketing services to e-commerce businesses selling physical products, operating under dossier number 52077918 in the Dutch Chamber of Commerce. The firm combines professional services (campaign strategy, data analysis, copywriting, design, and email development) with proprietary tooling, namely MailCampaigns (its self-developed email marketing platform), Thappy (a customer feedback tool), and SMTP Software (delivery infrastructure) — the latter two supporting both internal service delivery and external licensing to "hundreds of companies". Its services span email, SMS, and WhatsApp channels, increasingly augmented by AI-driven capabilities including Realtime Personalisatie (behavioral trigger-based content adjustment), AI-driven Segmentation (purchase-intent prediction and send-time optimization), and generative AI copy and visual personalization. The company is positioned as tool-agnostic, supporting both its own stack and third-party platforms (Klaviyo, MailBlue, Spotler, Deployteq, CM.com, Spotler Activate, You Should Ask, Zapier, SEINo, Aiden).

The business model blends professional services revenue (full-service campaign execution) with subscription recurring revenue from licensed software (MailCampaigns, Thappy, SMTP) on monthly contracts with one-month notice, adjusted annually according to the Dutch CBS consumer price index. Fees are explicitly not tied to client outcomes, decoupling the firm's economics from client turnover improvement. Distribution is regional (Netherlands-focused) and largely sales-led via consultative engagement, supplemented by content marketing, a free email benchmark self-service tool, and DDMA/Emerce event participation. The customer base of approximately 30+ named logos spans enterprise (Carpetright, V&D, Plein, Washin7), mid-market (Eijerkamp, Toppy, Superfietsen, Sfeer.nl), and SMB tiers across fashion, home, beauty, cycling, flooring, and driving-education verticals.

Leadership is founder-led under owner Wouter Steenkist ("Eigenaar"), supported by a COO, Strategy & Growth Lead, Sales Manager, and a small cross-functional team of campaign specialists, designers, and developers totaling approximately 16 named employees. The firm is privately held with no external institutional investors or parent company identified in available data, and operates with no public revenue disclosure.

Name

Heroes Only B.v.

Legal name

Heroes Only B.V.

Website

https://heroesonly.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Heroes Only B.V. is a Dutch engagement agency providing 1-on-1 email, SMS, and WhatsApp marketing services to e-commerce businesses selling physical products, combining professional campaign services with proprietary tooling (MailCampaigns, Thappy, SMTP). The Breda-based, founder-owned firm primarily serves the Netherlands market.

Ownership category

akta.pro rank

Headquarters

HQ city

Breda

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Email Marketing Services: Full-service 1-on-1 marketing campaigns including strategy, data analysis, copywriting, design, and email development for e-commerce businesses
2. Licensed Software (MailCampaigns, Thappy, SMTP): Monthly subscription-based access to proprietary marketing tools including email campaigns, customer feedback, and email infrastructure software. License fees are adjusted annually according to CBS consumer price index.
3. Campaign Automation: Automated workflow services for abandoned cart recovery, referral marketing, WhatsApp automation, and customer engagement campaigns

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Heroes Only B.V. is a Dutch engagement agency that delivers 1-on-1 marketing services to e-commerce businesses selling physical products, executing personalized campaigns across email, SMS, and WhatsApp channels. The firm also develops and licenses its own proprietary marketing tools — MailCampaigns (email marketing software), Thappy (customer feedback), and SMTP Software (email delivery infrastructure) — used by hundreds of companies, and supports third-party ESP platforms such as Klaviyo, MailBlue, Spotler, and Deployteq.

Product overview

Heroes Only operates as an engagement agency with a unified 1-on-1 marketing platform approach. Their core offering centers on personalized marketing services and campaigns for ecommerce businesses, combining email, SMS, and WhatsApp channels. They develop and use their own proprietary tools including MailCampaigns (email marketing platform), Thappy (customer feedback), and SMTP Software (email delivery infrastructure), while also supporting third-party platforms like Klaviyo, MailBlue, Spotler, and Spotler Activate. The portfolio is unified around the concept of 1-on-1 marketing—using data, AI, and creative design to build personalized customer journeys that drive engagement, loyalty, and revenue.

Differentiator

Problem solved

Functional benefit

Brands

• MailCampaigns: Self-developed e-mail marketing software platform used by hundreds of companies.
• Thappy
• SMTP Software

Products and services

• 1-op-1 Marketing Services Full-service engagement marketing offering for e-commerce businesses, combining strategy, data analysis, copywriting, design, and email/SMS/WhatsApp campaign execution to drive personalized customer journeys, retention, loyalty, cross-selling, and revenue growth.
• MailCampaigns Proprietary email marketing software platform developed by Heroes Only, used by hundreds of companies for campaign management, automation, segmentation, and AI-driven personalization. Licensed on a monthly subscription basis.
• Thappy Proprietary customer satisfaction and feedback collection tool that measures and tracks customer happiness through surveys and automated follow-ups, integrated into the 1-on-1 marketing ecosystem. Licensed on a monthly subscription basis.
• SMTP Software Proprietary SMTP email delivery infrastructure solution that handles transactional and marketing email sending with high deliverability, licensed on a monthly subscription basis.

Quantifiable outcome

• 142% more revenue from email marketing
• +4 more outcomes

Named customers32 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

AI capability7 records

Feature5 records

Partnerships

Three partnerships are on record, tiered core.

• MailCampaignscoreTechnology or IntegrationSelf-developed proprietary email marketing software platform used by hundreds of companies. Part of their core technology stack for delivering 1-on-1 marketing campaigns.
• ThappycoreTechnology or IntegrationSelf-developed customer feedback and engagement tool integrated into their marketing ecosystem for collecting and utilizing customer data.
• SMTP SoftwarecoreTechnology or IntegrationSelf-developed email infrastructure software supporting their email delivery capabilities and campaign management.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Deployteq: Dutch marketing automation/email platform widely used by e-commerce brands. Comparable as a Netherlands-headquartered ESP/automation competitor that Heroes Only both partners with and competes against for the same client wallet.
• Greenhouse Group: Dutch digital agency group specializing in performance marketing, data, and e-commerce activation. Comparable because it serves NL/BENELUX e-commerce brands with full-funnel digital and email/CRM capabilities similar to Heroes Only.
• Spotler: Netherlands-based email marketing and marketing automation vendor. Direct competitor on the ESP side (Spotler + Spotler Activate), and a technology partner Heroes Only supports — highly comparable on market, geography, and product overlap.
• Adwise: Dutch digital marketing agency with strong e-commerce focus on email marketing, SEA, and marketing automation. Directly comparable as a Netherlands-based engagement/marketing agency serving e-commerce clients with similar channel mix.
• Yellowgrape: Dutch e-commerce growth agency focused on digital marketing, retention, and CRO for online retailers. Comparable as a boutique NL agency serving similar e-commerce verticals with retention/email-driven engagement services.

Broad incumbents

• DEPT®: Large Dutch-headquartered global digital agency with deep e-commerce and CRM/email capabilities. Comparable as a much larger scale competitor serving premium Dutch and European e-commerce clients with similar engagement services.
• iO (formerly Intracto): Benelux-headquartered full-service digital agency with strong e-commerce and marketing technology practices. Comparable as a larger regional incumbent that competes for the same enterprise/mid-market Dutch e-commerce clients.
• Klaviyo: US-headquartered ESP that dominates e-commerce email/SMS marketing globally. Listed as a partner of Heroes Only but is also a competitive threat — its native AI segmentation and personalization overlaps Heroes Only's MailCampaigns offering.
• ActiveCampaign: Global CRM/email automation platform with strong SMB and e-commerce positioning. MailBlue is the NL partner Heroes Only works with, making ActiveCampaign a relevant incumbent competitor and ecosystem adjacent.

Emerging players

• EmailMonday (eMailMonday): Netherlands-based email marketing consultancy and agency for e-commerce brands. Comparable as a smaller-scale Dutch email/CRM specialist directly competing with Heroes Only's core 1-on-1 marketing service.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/heroesonly

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Heroes Only B.v.