Klaviyo review: pricing by active profiles, email and SMS features, AI tools, and how it compares to Mailchimp, Omnisend and HubSpot.
Klaviyo is a publicly traded (NYSE: KVYO) customer engagement and data platform founded in 2013 in Boston by Andrew Bialecki and Ed Hallen. The company went public in September 2023, raising approximately 576 million dollars at a roughly 9.2 billion dollar valuation, and today serves around 196,000 merchant customers, most of them e-commerce sellers on platforms like Shopify.
Klaviyo positions itself as an omnichannel customer platform rather than a simple email tool, combining email, SMS, MMS, WhatsApp and push notifications with a built-in customer data platform that unifies purchase history and engagement data into a single customer profile.
Klaviyo integrates directly with e-commerce storefronts to pull real-time order and browsing data, powering triggered automations like abandoned cart and post-purchase flows, plus predictive analytics such as customer lifetime value and churn risk, all built on a unified customer profile.
Since 2023 the platform has added significant AI capability, including Klaviyo AI for content generation, a Composer tool for creative assets, and agentic tools like Marketing Agent for campaign automation and Customer Agent for AI-driven customer service, alongside a Customer Hub and Helpdesk for support.
Klaviyo prices plans by active profile count rather than flat per-seat pricing. The Free plan covers up to 250 active profiles; the Email plan starts around 20 dollars per month and scales with contact count; and the Email plus SMS plan starts around 35 dollars per month with bundled message credits.
Larger organizations can move to a custom-priced Enterprise tier with optional add-ons like Data and Analytics, Composer AI and Customer Agent AI, negotiated directly with Klaviyo's sales team. There are no broadly advertised annual-commitment discounts.
Yes, Klaviyo offers a free plan for up to 250 active profiles with 500 email sends per month and a small SMS/MMS credit allotment.
Klaviyo prices its Email and Email plus SMS plans based on the number of active profiles (engaged contacts), with cost increasing as that count grows.
Klaviyo was founded in 2013 by Andrew Bialecki and Ed Hallen and went public on the NYSE under ticker KVYO on September 20, 2023.
Klaviyo has native integrations with Shopify, WooCommerce, BigCommerce and PrestaShop, among others.
Klaviyo AI provides content generation, Composer creates creative assets, and agentic tools like Marketing Agent and Customer Agent automate campaign planning and customer service.
Klaviyo emphasizes deep real-time e-commerce data integration and predictive analytics, while Mailchimp is a broader small-business marketing suite with less native e-commerce depth.