Klaviyo
An omnichannel customer relationship management and marketing automation platform for consumer brands.
Last updated August 21, 2026
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Overview
Klaviyo is a Boston-based software company that provides an omnichannel customer relationship management and marketing automation platform. Its principal customers are business-to-consumer brands, particularly e-commerce merchants that sell through platforms such as Shopify, WooCommerce, PrestaShop, Magento, BigCommerce, Wix, Salesforce Commerce and Square. The company combines customer data management, audience segmentation, campaign automation, analytics and conversational or service-oriented tools in a single platform. Klaviyo began in 2013, when Andrew Bialecki and Ed Hallen founded the company after working together at Applied Predictive Technologies. Its early proposition centered on giving online merchants more direct control over customer data and lifecycle marketing than they could obtain from generic email tools. Email marketing became the platform's foundational use case, but Klaviyo subsequently expanded into SMS, mobile push notifications, WhatsApp business messaging, social media marketing, customer service automation and broader customer data operations. The company has built its business around integrations with the wider commerce technology ecosystem. Merchants can connect storefront, advertising, help-desk, logistics, reviews and customer-data tools to Klaviyo, either through standard integrations or APIs. This allows brands to create automated communications based on browsing behavior, purchases, customer profiles, consent, service interactions and other events. A substantial portion of Klaviyo's merchant base consists of e-commerce sellers using Shopify, WooCommerce or PrestaShop. A major strategic milestone came in 2022, when Shopify selected Klaviyo as a recommended email solution partner for Shopify Plus merchants and made a strategic investment of $100 million. Klaviyo also made its first acquisition in 2022, purchasing software development firm Napkin.io. In 2023, the company filed for an initial public offering and listed on the New York Stock Exchange under the symbol KVYO. The September 2023 IPO raised $576 million and valued the company at approximately $9.2 billion at the time of listing. Klaviyo has increasingly presented itself as an AI-enabled B2C CRM company rather than only an email service provider. It introduced AI-powered functionality in 2023 and later described products such as Marketing Agent, which assists with campaign planning and optimization, and Customer Agent, which automates customer-service interactions. These developments reflect an effort to combine first-party customer data, automated decision-making and communication across multiple channels. The company has also broadened its international reach. The Klaviyo Marketing Platform was localized into French, German, Spanish, Italian, Korean and Brazilian Portuguese in 2024, followed by Dutch, Polish, Mexican Spanish and Swedish in 2025. In August 2025, Klaviyo announced the acquisition of Gatsby, a customer-engagement platform, to extend its capabilities in social media marketing. Klaviyo's current positioning is therefore centered on data-driven, personalized and increasingly AI-assisted engagement for consumer brands across the customer lifecycle.
History
Klaviyo was founded in 2013 by Andrew Bialecki and Ed Hallen, who had previously worked at Applied Predictive Technologies. The founders developed the company around a problem faced by growing consumer businesses: customer information was often distributed across commerce platforms, advertising systems, transactional databases and communications tools, making it difficult for merchants to create relevant, automated customer journeys. Klaviyo's platform addressed this problem by combining customer profiles, behavioral data, segmentation and campaign execution. The company's early identity was closely associated with email marketing for e-commerce. Rather than treating email as a stand-alone broadcast channel, Klaviyo enabled merchants to connect messages to events such as sign-ups, product views, purchases, abandoned carts and changes in customer status. This approach helped brands automate lifecycle communications and tailor messages to specific audiences. Over time, the platform expanded beyond email into SMS, mobile push notifications and WhatsApp business messaging, while also adding analytics and data-management capabilities. Klaviyo's growth was closely linked to the expansion of independent and digitally native commerce brands. The company developed integrations with major commerce platforms, including Shopify, WooCommerce, PrestaShop, Magento, BigCommerce, Wix, Salesforce and Square. It also connected with customer-service, advertising, logistics, review and workflow products such as Zendesk, Meta Ads, Google Ads, Zapier, AfterShip and Okendo. These integrations made Klaviyo part of a broader merchant technology stack rather than an isolated messaging application. In August 2022, Shopify designated Klaviyo as a recommended email solution partner for Shopify Plus merchants and invested $100 million in the company. The relationship strengthened Klaviyo's position among larger Shopify-based merchants and illustrated the strategic importance of first-party customer data and retention marketing in e-commerce. In November of the same year, Klaviyo announced the acquisition of Napkin.io, a software development firm and its first disclosed acquisition. Klaviyo began preparing for public ownership in 2023. It filed for an initial public offering in April and listed on the New York Stock Exchange in September under the ticker KVYO. The IPO raised $576 million and gave the company an approximately $9.2 billion valuation at the time of the offering. The listing marked a transition from a venture-backed growth company to a public software business while preserving its focus on commerce-oriented customer engagement. The company broadened its ecosystem strategy in 2023 through a partnership with PrestaShop and the launch of PrestaShop Automation with Klaviyo. It also began introducing AI-powered capabilities. By 2025, its described AI products included Marketing Agent, intended to assist with campaign planning and optimization, and Customer Agent, designed to automate customer-service interactions. This product direction repositioned Klaviyo from a primarily email-focused provider toward an AI-enabled B2C CRM platform combining customer data, automation and omnichannel engagement. Internationalization became another area of expansion. In 2024, Klaviyo localized its marketing platform into French, German, Spanish, Italian, Korean and Brazilian Portuguese. In 2025, it added Dutch, Polish, Mexican Spanish and Swedish. In August 2025, Klaviyo announced the acquisition of Gatsby, a customer-engagement platform, with the stated strategic effect of extending Klaviyo's social media marketing capabilities. The company's evolution has consequently moved from e-commerce email automation toward a broader platform spanning marketing, customer data, social engagement and automated service.
- 2025
Additional language localization
[1]The platform added Dutch, Polish, Mexican Spanish and Swedish localization.
- 2025
Gatsby acquisition announced
[1]Klaviyo announced the acquisition of Gatsby to expand into social media marketing and customer engagement.
- 2024
Six-language platform localization
[1]Klaviyo localized its marketing platform into French, German, Spanish, Italian, Korean and Brazilian Portuguese.
- 2023
Initial public offering
[1]Klaviyo listed on the New York Stock Exchange under KVYO after raising $576 million in its IPO.
- 2023
PrestaShop automation partnership
[1]Klaviyo and PrestaShop launched PrestaShop Automation with Klaviyo.
- 2023
Introduction of AI-powered features
[1]Klaviyo began adding AI capabilities as part of its broader B2C CRM strategy.
- 2022
Shopify strategic partnership and investment
[1]Shopify selected Klaviyo as a recommended email solution partner for Shopify Plus and invested $100 million.
- 2022
First acquisition
[1]Klaviyo announced the acquisition of software development firm Napkin.io.
- 2013
Klaviyo is founded
[1]Andrew Bialecki and Ed Hallen founded Klaviyo after working at Applied Predictive Technologies.
Products and positioning
A data-driven, omnichannel CRM and marketing automation platform for e-commerce and other consumer brands, emphasizing first-party customer data, personalization, integrations and AI-assisted engagement.
Customer relationship management and marketing automation
Klaviyo Marketing Platform
Klaviyo's core platform combines customer profiles, data ingestion, segmentation, analytics, workflow automation and multichannel campaign execution. It is designed for consumer brands that want to coordinate communications across email, SMS, mobile push, WhatsApp and other channels using behavioral and transactional data.
Email marketing
Klaviyo Email
The email product supports targeted campaigns, automated flows, lifecycle messaging, audience segmentation and performance analysis. It is particularly associated with e-commerce use cases such as welcome programs, abandoned-cart reminders, post-purchase communications and customer-retention campaigns.
SMS marketing
Klaviyo SMS
Klaviyo SMS enables brands to send consent-based promotional and transactional messages and coordinate them with email and other customer journeys. The product uses customer and commerce events to support personalized, automated mobile communications.
Artificial intelligence
Klaviyo Marketing Agent
Marketing Agent is an AI-powered capability intended to help marketers plan, create and optimize campaigns. It represents Klaviyo's movement toward automated campaign intelligence rather than manual execution alone.
Customer service automation
Klaviyo Customer Agent
Customer Agent is an AI-enabled customer-service tool designed to provide automated assistance around the clock. It extends the platform's role from outbound marketing into conversational and service interactions with consumers.
Brand decisions
2025
Acquisition of Gatsby announcedM&ABackground
Klaviyo sought to broaden its customer-engagement capabilities beyond owned messaging channels.
Action taken
Klaviyo announced the acquisition of Gatsby, a customer-engagement platform.
Aftermath
The transaction was intended to expand Klaviyo's social media marketing capabilities.
2023
Public listing on the New York Stock ExchangeOtherBackground
Klaviyo pursued public-market access after expanding its e-commerce marketing platform and customer base.
Action taken
The company completed an IPO and began trading under the ticker KVYO.
Aftermath
Klaviyo became a publicly traded software company.
IPO proceeds and valuation. $576 million raised at an approximately $9.2 billion valuation (September 2023)
2023
PrestaShop Automation with KlaviyoProduct launchBackground
PrestaShop merchants needed integrated marketing automation connected to their commerce operations.
Action taken
Klaviyo and PrestaShop launched an integrated automation offering.
Aftermath
The partnership expanded Klaviyo's reach within the PrestaShop merchant ecosystem.
2023
Expansion into AI-enabled B2C CRMStrategyBackground
Klaviyo aimed to extend beyond email and campaign automation toward broader customer data, engagement and service management.
Action taken
The company introduced AI-powered capabilities, later including Marketing Agent and Customer Agent.
Aftermath
Klaviyo increasingly positioned itself as an AI-powered omnichannel CRM platform for consumer brands.
2022
Strategic investment and Shopify Plus partnershipStrategyBackground
Klaviyo sought to deepen its position in commerce software and reach larger merchants using Shopify Plus.
Action taken
Shopify made Klaviyo a recommended email solution partner for Shopify Plus and invested $100 million in the company.
Aftermath
The relationship reinforced Klaviyo's integration-led distribution strategy and its focus on e-commerce brands.
Strategic investment. $100 million investment by Shopify (2022)
2022
Acquisition of Napkin.ioM&ABackground
Klaviyo wanted to expand its technical capabilities as its platform and integration ecosystem grew.
Action taken
Klaviyo acquired software development firm Napkin.io in its first announced acquisition.
Aftermath
The acquisition added development resources to Klaviyo's product organization.
Recent events
Reported
Klaviyo and Talkspace announce free therapy access for entrepreneurs[3]
Klaviyo and Talkspace announced a partnership through which selected businesses registering through the Klaviyo platform can access two months of free therapy on Talkspace, on a first-come, first-served basis.
Reported
TechAhead and Klaviyo announce strategic partnership[4]
TechAhead and Klaviyo announced a global strategic partnership focused on enabling businesses to use marketing automation and growth marketing platforms. The partnership is also intended to focus on ecommerce app development.
Reported
Klaviyo announces $320 million Series D funding[5]
Klaviyo announced that it raised $320 million in a Series D funding round led by Sands Capital. The round valued the company at $9.15 billion on a pre-money basis.
Reported
Jebbit and Klaviyo announce a partnership[6]
Jebbit announced a partnership with Klaviyo as part of an expansion of its partner network. The article says Jebbit leads and attributes can be passed into a user's Klaviyo account to support personalization based on customer interests and preferences.
Sources6 sources
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