userlist.io

What userlist.io does

Userlist is an all-in-one email marketing and automation platform purpose-built for SaaS companies. Founded in 2017 and headquartered in Atlanta, Georgia, the company targets product marketers, customer success teams, and B2B SaaS organizations running user onboarding, lifecycle, transactional, and behavioral campaigns. The product is differentiated by a many-to-many (n:m) user-company relationship data model that enables true account-based marketing automation and company-level workflow triggers, a capability the company pioneered in its category.

The platform is built around a visual workflow builder that supports branching logic, A/B testing with up to five paths, repeat-until cycles, conversion goal measurement with custom time windows, and omnichannel delivery across email, in-app messages, and internal notes. The developer-facing surface comprises a JSON-based Push API, a real-time webhook system with HMAC SHA-256 signing and automatic retry with exponential backoff, and official client libraries for Ruby, Ruby on Rails, JavaScript, PHP, and Python. The company maintains 100+ integrations across analytics (Mixpanel, Amplitude, Heap, PostHog, Hotjar, FullStory), CDPs (Segment, RudderStack), billing (Stripe, Chargebee), CRM (HubSpot, Salesforce, Pipedrive), automation (Zapier, Make), support (Intercom, Zendesk, Help Scout, Front), and onboarding tools (Appcues, Pendo, Userflow). The product is offered on a tiered monthly subscription (Basic and Professional) with a self-serve free 14-day trial, complemented by a sales-assisted demo motion for larger prospects and a paid Done-for-you service for implementation and lifecycle strategy.

Userlist is a bootstrapped, privately held company (legal entity Userlist, Inc., incorporated in Georgia, USA) with no disclosed external funding rounds, acquisitions, or institutional investors. The company emphasizes capital efficiency, engineer-led customer support, and content-led demand generation through its blog, "Better Done Than Perfect" podcast, and a curated consultants directory. Compliance posture includes GDPR (with EU and UK representatives appointed), CCPA, and CAN-SPAM adherence.

Name

userlist.io

Legal name

Userlist, Inc.

Website

https://userlist.io

Company type

Private

Founded year

2017

Operating status

Operating

Short description

Userlist is an email marketing automation platform for SaaS companies, offering visual workflows, company-level n:m user-company automation, and 100+ integrations for onboarding, lifecycle, and transactional campaigns.

Ownership category

akta.pro rank

Product category

SaaS Email Marketing Automation

NAICS

Information (51), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Email, Calendar & Scheduling (BPAMAMAC)

akta.pro secondary industry

Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB)

Keywords

• SaaS email automation
• Lifecycle marketing
• Customer onboarding messaging
• Account based marketing
• Transactional email platform

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Subscription: Subscription-based SaaS revenue with tiered pricing plans (Basic, Professional) for email marketing automation platform

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Userlist is an all-in-one email marketing and automation SaaS platform built for growing SaaS companies. It enables user onboarding, lifecycle, and transactional campaigns through a visual workflow builder, behavior-driven dynamic segmentation, company-level (account-based) automation with a many-to-many user-company data model, and omnichannel messaging (email, in-app, internal notes). The offering is delivered via a web application, backed by a developer-friendly Push API with libraries for Ruby, Ruby on Rails, JavaScript, PHP, and Python, and supported by 100+ pre-built integrations.

Product overview

Userlist is an all-in-one email marketing automation platform for SaaS companies, comprising a unified product with multiple integrated modules. The core platform includes Visual Workflows for building automation journeys, Company Accounts for B2B account-level management, Segmentation for dynamic user/company targeting, and In-App Messages for product messaging. Additional modules include Broadcasts for one-off announcements, Transactional Email for behavior-triggered receipts, Conversion Goals for measuring outcomes, Performance Reporting for analytics, Reusable Snippets for content consistency, and Subscription Preferences for topic management. The platform is powered by a Push API and Webhooks system with client libraries in Ruby, Ruby on Rails, JavaScript, PHP, and Python. An optional Done-for-you Services add-on provides professional onboarding assistance.

Differentiator

Problem solved

Functional benefit

Products and services

• Userlist Platform (all-in-one email marketing automation) All-in-one email marketing automation SaaS platform for growing SaaS companies, providing visual workflows, dynamic segmentation, company-level (account-based) automation, in-app messaging, transactional email, broadcasts, conversion goal tracking, performance reporting, subscription preferences, and a developer-friendly Push API with libraries for Ruby, Ruby on Rails, JavaScript, PHP, and Python. Sold on tiered Basic and Professional monthly subscription plans with a self-serve free 14-day trial.
• Done-for-you Services Professional services add-on offering email marketing strategy, email copywriting, Userlist platform setup, and lifecycle journey mapping delivered by Userlist or its certified consultant network for customers who need guided implementation.

Quantifiable outcome

• 25% churn reduction in 3 months

Named customers10 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration84 records

AI capability2 records

Feature7 records

Partnerships

53 partnerships are on record, tiered core, featured, notable and infrastructure.

• StripecoreTechnology or IntegrationPayment processing integration enabling subscription billing management and payment tracking within Userlist workflows
• ZapiercoreTechnology or IntegrationNo-code automation platform connecting Userlist with 3,000+ apps. Supports triggers (new user, segment changes, events) and actions (create/update users, companies, relationships)
• MakecoreTechnology or IntegrationVisual automation platform (formerly Integromat) for connecting Userlist with thousands of apps. Supports user/company/relationship CRUD operations and webhook triggers
• SegmentcoreTechnology or IntegrationCustomer data platform integration for syncing user data and events from multiple sources into Userlist via Segment's unified data pipeline
• RudderStackcoreTechnology or IntegrationCustomer data management and analytics platform integration for forwarding user data and events to Userlist
• PostHogfeaturedTechnology or IntegrationOpen-source product analytics platform integration for understanding user behavior and triggering Userlist campaigns based on product usage
• MixpanelfeaturedTechnology or IntegrationProduct analytics integration for tracking user interactions and using event data to trigger Userlist workflows
• AmplitudefeaturedTechnology or IntegrationProduct analytics platform integration for self-serve product data and behavioral insights triggering Userlist campaigns
• IntercomnotableTechnology or IntegrationConversational relationship platform integration for customer communication and data sync with Userlist
• SlackcoreTechnology or IntegrationTeam communication platform integration for sending internal notifications and alerts from Userlist workflows to Slack channels
• HubSpotnotableTechnology or IntegrationCRM platform integration for syncing customer data between HubSpot and Userlist for coordinated marketing and sales
• SalesforcenotableTechnology or IntegrationCRM platform integration for enterprise customer data sync and coordinated customer engagement workflows
• ChargebeecoreTechnology or IntegrationSubscription billing platform integration for syncing subscription status, billing events, and payment data to trigger Userlist campaigns
• JiranotableTechnology or IntegrationProject management integration for triggering Userlist campaigns based on project/issue tracking events
• LinearnotableTechnology or IntegrationIssue tracking integration for software teams to trigger Userlist campaigns based on development activities
• NotionnotableTechnology or IntegrationWorkspace integration for project management and documentation triggering Userlist workflows
• ZoomnotableTechnology or IntegrationVideo conferencing integration for webinar registration sync and automated follow-up campaigns in Userlist
• TypeformnotableTechnology or IntegrationForm builder integration for capturing leads and survey responses that sync to Userlist for segmentation and campaigns
• RubycoreTechnology or IntegrationOfficial Ruby SDK for Userlist Push API enabling server-side user data and event tracking
• Ruby on RailscoreTechnology or IntegrationOfficial Rails gem for Userlist integration including user import tasks and in-app message support
• JavaScriptcoreTechnology or IntegrationOfficial JavaScript library for client-side tracking and in-app message rendering in web applications
• PHPcoreTechnology or IntegrationOfficial PHP SDK for server-side Userlist integration and data tracking
• PythoncoreTechnology or IntegrationOfficial Python SDK for integrating Userlist tracking and data push into Python applications
• LaravelnotableTechnology or IntegrationPHP framework integration support for Userlist in Laravel applications
• HeapfeaturedTechnology or IntegrationAutomated analytics platform integration for capturing user interactions and feeding data to Userlist
• FullStoryfeaturedTechnology or IntegrationDigital experience analytics integration for session recording and user behavior data enrichment in Userlist
• HotjarfeaturedTechnology or IntegrationBehavior analytics integration for heatmaps and session recordings triggering Userlist campaigns
• PendofeaturedTechnology or IntegrationProduct experience platform integration for in-app guides and analytics triggering Userlist workflows
• AppcuesfeaturedTechnology or IntegrationUser onboarding platform integration for product tours and tooltips triggering Userlist campaigns
• UserflowfeaturedTechnology or IntegrationUser onboarding platform integration for interactive product tours syncing with Userlist workflows
• Churn BustercoreTechnology or IntegrationDunning and retention platform integration for failed payment recovery and churn prevention campaigns
• StunningcoreTechnology or IntegrationPayment recovery platform integration for Stripe failed payment handling and customer retention
• TwilionotableTechnology or IntegrationSMS communication platform integration for text message marketing campaigns via Userlist
• SakarinotableTechnology or IntegrationBusiness texting platform integration for SMS campaigns and automation through Userlist
• SimpleTextingnotableTechnology or IntegrationSMS marketing platform integration for text message campaigns and automation
• TextMagicnotableTechnology or IntegrationBusiness text messaging integration for SMS notifications and marketing campaigns
• CrowdcastnotableTechnology or IntegrationWebinar platform integration for live event registration sync and follow-up campaigns
• LivestormnotableTechnology or IntegrationVideo engagement platform integration for webinar management and attendee nurturing campaigns
• CalendlynotableTechnology or IntegrationScheduling tool integration for syncing meeting bookings to trigger Userlist onboarding workflows
• MailchimpnotableTechnology or IntegrationEmail marketing platform integration for subscriber sync between Mailchimp and Userlist
• Customer.ionotableTechnology or IntegrationMessaging platform integration for customer communication data sync
• IterablenotableTechnology or IntegrationCross-channel marketing platform integration for customer journey data synchronization
• Help ScoutnotableTechnology or IntegrationHelp desk integration for customer support data and escalation workflows
• ZendesknotableTechnology or IntegrationCustomer service platform integration for support data sync and proactive outreach
• FrontnotableTechnology or IntegrationCustomer communication hub integration for unified inbox and team collaboration
• ClearbitnotableTechnology or IntegrationB2B data enrichment platform integration for company and contact data enrichment in Userlist
• ZoomInfonotableTechnology or IntegrationB2B intelligence platform integration for contact and company data enrichment
• RewardfulnotableTechnology or IntegrationAffiliate program management integration for tracking referral conversions in Userlist
• HerokuinfrastructureTechnology or IntegrationCloud hosting platform for backend infrastructure (listed as sub-processor)
• NetlifyinfrastructureTechnology or IntegrationWeb hosting platform for frontend/CDN infrastructure (listed as sub-processor)
• AWSinfrastructureTechnology or IntegrationCloud infrastructure for asset storage (listed as sub-processor)
• AblyinfrastructureTechnology or IntegrationReal-time messaging infrastructure for in-app message delivery (listed as sub-processor)
• SocketLabsinfrastructureTechnology or IntegrationEmail delivery service for transactional and marketing emails (listed as sub-processor)

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Drip: Drip is an ecommerce-focused email and SMS marketing automation platform, but increasingly overlaps with Userlist in the SaaS/SMB segment with visual workflows and behavioral segmentation.
• Ortto (formerly Autopilot): Ortto is a customer journey automation platform with visual workflow builder, comparable in target customer (SaaS/SMB) and feature set (visual journeys, segmentation, multi-channel messaging) to Userlist.
• ActiveCampaign: ActiveCampaign combines email marketing automation with a built-in CRM, serving SMB and mid-market customers including SaaS. Direct competitor for email automation use cases with a comparable SMB/startup customer profile.
• Iterable: Iterable is a cross-channel marketing automation platform used by SaaS and consumer companies for lifecycle campaigns. Direct overlap with Userlist on SaaS email automation use cases, with broader cross-channel scope.
• Customer.io: Customer.io is the closest direct peer — a messaging automation platform targeting SaaS companies with behavioral segmentation, lifecycle campaigns, and multi-channel messaging. Userlist lists Customer.io as an integration partner, indicating bidirectional overlap in the same product category.

Broad incumbents

• Mailchimp: Mailchimp is the mass-market email marketing incumbent (Intuit-owned), serving SMBs across all verticals. While not specialized for SaaS lifecycle automation, it competes for the same email marketing budget at smaller customers and is listed as an integration partner.
• Klaviyo: Klaviyo is a leading email and SMS marketing platform (public company) primarily focused on ecommerce but expanding into B2B. Represents a larger, better-capitalized competitor expanding into adjacent markets Userlist serves.
• HubSpot Marketing Hub: HubSpot's Marketing Hub is a broad marketing automation suite used by SaaS companies for email, workflows, and CRM. Listed as an integration partner with Userlist, reflecting its incumbent position in the same buyer budgets.
• Braze: Braze is a public, well-funded customer engagement platform with cross-channel messaging capabilities. It competes with Userlist for enterprise SaaS customer engagement use cases, though Braze serves a much larger and higher-end customer base.
• Intercom: Intercom is a broader customer messaging and support platform that competes with Userlist for SaaS customer engagement budgets. Zubtitle's testimonial explicitly references migrating from Intercom to Userlist on cost grounds, confirming direct competitive displacement.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 userlist.io