Maestra’s US customer base surges as brands ditch Klaviyo

Maestra reports a sharp rise in US customer adoption as direct-to-consumer brands reassess email-led marketing stacks and seek broader personalisation and multi-channel execution in a single platform.

Its US customer base grew 144% year on year, driven by new business from apparel, sports, furniture, and home goods brands. Headcount also rose 61% over the same period.

The update comes as DTC marketing teams face pressure to deliver faster results while controlling costs across a growing number of tools. Many brands built their operations around email service providers, then added point solutions over time for onsite personalisation, reviews, loyalty, quizzes, ad creatives, and customer data management. That approach can fragment data and increase operational overhead, especially for teams running multiple storefronts, regions, and channels.

Maestra positions itself as an alternative to established email platforms such as Klaviyo, and as a consolidation option for brands using several specialist vendors. In its year-end disclosure, it cited examples where customers replaced combinations of email, onsite personalisation, and advertising tools.

Customer switching

Several cited deployments involved moving off Klaviyo. Urban Armour Gear said it cut costs by 64% after consolidating its marketing stack and replacing Klaviyo, Yotpo, and Frosmo.

"These guys feel like a true partner and extension of our team," said Nick Salisbury, E-commerce Director, Urban Armour Gear.

Sena described a shift focused on multi-regional marketing operations and attributed revenue growth to the change. After replacing Klaviyo, it said it recorded 2.2× revenue growth.

"The implementation couldn't have been smoother - just two weeks from start to finish," said Brodie Johnson, E-Commerce Sales Account Manager, Sena.

Selkirk focused on paid social performance rather than email metrics. After replacing Marpipe, it attributed a 2.6× increase in Meta ads return on ad spend to Maestra's dynamic product cards.

"The creative quality and template design are significantly better, the team is incredibly responsive and supportive, and most importantly, the performance has exceeded anything we've seen before," said David Waugh, Director of Ecommerce & Growth, Selkirk.

Other customer statements pointed to broader marketing change programmes. JOLYN said it delivered 17% total revenue growth after replacing Klaviyo, Amped, Rebuy, and Yotpo.

"I switched from Klaviyo and couldn't be happier," said Jennifer Fenton, Sr. Director of Marketing, JOLYN.

Enlightened Equipment said it grew total revenue by 52.5% after replacing Klaviyo.

"They didn't just provide a tool - they worked with us, strategized, and felt like an extension of our own team," said Will Palumbo, Director of Marketing, Enlightened Equipment.

Coolibar described changes to campaign workflows after switching from Klaviyo to Maestra, and said it generated 33.6% more campaign revenue.

"I finally have the flexible flow builder, launch help, and strategic support we were missing with Klaviyo," said Nikita Zabrodin, CRM Lead, Coolibar.

Product expansion

Maestra's product roadmap has emphasised eCommerce platform integrations and additional channels. Over the year, it expanded Shopify capabilities with a native loyalty app, checkout and post-checkout widgets, and deeper integrations.

It also rolled out new tools branded as artificial intelligence features, including an assistant and scenario and segmentation tools. The platform added RCS and WhatsApp and introduced eCommerce quizzes.

The update also covered operational improvements, including a URL shortener, changes to the SMS and email campaign user experience, and work on deliverability, analytics, and security.

Compliance focus

Maestra said it achieved SOC 2 Type II and added HIPAA compliance. Such certifications and controls are commonly used by vendors pursuing larger customers and regulated workflows, even when the core product remains focused on retail marketing.

It also reported increased visibility on the DTC events circuit, including participation in Shoptalk, eTail, and other eCommerce conferences. The company said it hosted an online event series called DTC Coffee Hour, with speakers from brands and sector software companies.

Competitive pressure in marketing technology has intensified as brands scrutinise software spend and try to unify customer data across email, SMS, paid media, and onsite experiences. Platforms that began in a single channel increasingly face demands for broader orchestration, tighter eCommerce integrations, and more responsive support models.

Maestra attributed its growth to stack consolidation, onsite and product personalisation, and service led by dedicated customer success managers. It counts brands such as Quiksilver, JBL, Nespresso, United Colours of Benetton, Tefal, Panasonic, Miele, L'Oréal, Birkenstock, Under Armour, and Gap among platform users.