Sendinblue becomes Brevo – what will change as a result

The Sendinblue company positions itself as an “all-in-one marketing and sales platform”. That’s what it’s called from now on Brevo and “completes a complete rebranding”, as the provider announces. Marketing and sales platform and newsletter with transaction options – apparently that was no longer enough. Because with the repositioning, Brevo wants to offer companies of all sizes a “platform for holistic customer experiences to enable long-term and sustainable growth”.

Or as the company sums it up in its announcement: “In a world where marketing encompasses the entire customer lifecycle, Brevo stands for enduring customer relationships with real people rather than quick sales, thereby enabling long-term growth.”

It is clear that classic marketing and the way customers are addressed have changed over the years, because the way companies interact with consumers today has also changed. Users expect companies to provide maximum personalized communication, tailor-made offers and the right service. It is a well-known fact that companies want all of this from a single source and with little frictional losses.

For this reason, Brevo has taken up the cause of holistic marketing and CRM tools. These should be summarized on one platform and pick up customers where they are – in real time and across all channels. Since its inception in 2012, Sendinblue has evolved from just an email marketing software to a holistic CRM suite and has grown beyond its name. In 2020, Newsletter2Go was added as part of the merger. The rebranding and renaming to Brevo is intended to reflect this transformation, the company explains today.

Armand Thiberge, founder and CEO of Brevo, explains that the aim is to meet these changes in the market and enable companies to be successful and grow. “With Brevo, we are responding to increasing demand with a holistic and affordable solution that drives customer relationships and business growth in equal measure. For us it is therefore a natural evolution from a pure email marketing solution to a holistic CRM suite.”

Thiberge explains how they came up with the name Brevo (which apparently had Bravo in mind): “We want to help strengthen our digital economy. That’s why we chose the name Brevo, as it conveys positivity and celebrates those very companies for their commitment. It is a call to our customers for optimism and growth.” With this new unique branding, they want to position themselves as unique in the highly competitive market. Customer companies will certainly decide whether and how well this will succeed.

In any case, things have been going well for the company formerly known as Sendinblue, with consistently positive Ebitda and annual growth of 40 percent for the past 18 months. In addition, Brevo has acquired a total of six companies – Chatra, Metrilo, Pushowl, Yodel, Captain Wallet and Meetfox. This allows you to respond more quickly to customer needs for new functions.

But the change of name to Brevo is only associated with plans: by 2030, the aim is to increase sales (ARR) to one billion euros and to concentrate on meeting the needs of companies for strong and long-term customer loyalty tools. Not much is likely to change for existing customers at first – except that they will get even more functions via the platform in the future. The natural evolution from a pure e-mail marketing solution to a holistic CRM suite, as the company puts it, can be designed across platforms. Certainly, however, one will also work on the uniformity and consistency of the operator guidance.

More than 500,000 companies in 180 countries – including Sodexo, Louis Vuitton, Carrefour, Ebay and Michelin – rely on the reliable solutions and the more than 75 integrations with other tools. Brevo employs more than 700 people worldwide at its headquarters in Paris and offices in Berlin, Vienna and Seattle, among others.