We’re two brothers who got tired of email marketing tools that punished growing businesses.
So we built one that doesn’t. Bluey is what email marketing should have been all along — fair pricing, complete features, accessible to anyone who actually wants to send good emails. Here’s how we got here.
200+ client campaigns. One recurring problem.
Before Bluey, I ran a marketing agency called WiseGuyXL. For eight years, I’ve helped startups, SMEs, B2B SaaS companies, and D2C brands grow — and a huge part of that work was email marketing. Onboarding flows, abandoned cart campaigns, lead nurture sequences, win-back automations. Across 200+ campaigns for dozens of clients, I saw the same pattern over and over again:
The email tool was always the problem.
A client would come to us thrilled about Mailchimp — until their list crossed 5,000 contacts and their bill suddenly tripled. Another would set up a beautiful onboarding sequence in Brevo, only to wake up one morning to find their account suspended for “compliance reasons” that nobody could explain. A third would pay HubSpot enterprise prices for features they couldn’t figure out how to use.
It wasn’t an isolated story. It was a recurring nightmare. We’d spend weeks setting up a client’s email program, only to spend the next six months troubleshooting their platform instead of growing their business.
The breaking point came in 2025. We had a D2C client running a Black Friday campaign — biggest sales weekend of their year. Their email platform throttled their sending mid-campaign because of an automated ‘unusual activity’ flag. By the time their account was restored 18 hours later, they’d lost an estimated $150,000 in sales. We were on the phone with support all weekend. The customer service rep kept apologizing and offering ‘priority support credit’ for the next month. The client didn’t want credit. They wanted their revenue back.”
That weekend, my brother Shubhainder and I started sketching out what an email platform should actually look like.
In late 2025, after a couple of false starts on other projects, we committed. Bluey is what we’ve been building since.
Meet the brothers behind Bluey.
Shivam — CEO
The marketer.
I’ve spent eight years helping startups and SMEs grow. I still run WiseGuyXL — the agency where we discovered firsthand how broken the email marketing space was. Two hundred-plus campaigns across B2B, B2C, D2C, and SaaS taught me what features matter, what features are paywalled for no reason, and where the existing tools fail real businesses.
I’m the one who thinks about pricing, positioning, what features need to exist, and what customers actually need. Also the one who replies to most support emails — for now.
Shubhainder — CTO
The builder.
Self-taught coder. Three-plus years of full-stack development experience. Top 5 in the Google AI Hackathon. Previously built WiseBite (a Chrome extension), Vidora Video, MeHugo, and a few other things you may have used without realizing it.
If Shivam is the why, I’m the how. I’m the one writing the code, designing the architecture, and figuring out how to make AI campaign building actually feel useful instead of gimmicky.
We’re brothers. We live in different countries — Shivam runs the marketing and customer side from Bangalore, India. Shubhainder builds Bluey from Belgium. The time zone difference means Bluey gets worked on roughly 18 hours a day. Useful for shipping fast.
Four beliefs we built Bluey on.
1. Email marketing should be fair.
The dominant pricing model in this category — charging more every time your list grows — is a tax on your own marketing success. The standard practice of paywalling basic features behind “Pro” or “Business” tiers is upsell engineering, not product strategy. The pattern of suspending accounts on algorithmic flags without human review is risk-aversion at the expense of customers.
We refuse all three. Bluey charges based on emails sent, not contacts stored. Features come with the plan they belong in, not gated for upsell reasons. Account reviews are done by humans before any action is taken.
Fair isn’t a slogan. It’s the constraint we design under.
2. Email marketing should be accessible.
The features small businesses need — proper automation, behavioral targeting, A/B testing, a built-in CRM — shouldn’t require an enterprise budget. Most platforms treat “accessibility” as a free tier with everything important removed. We think it should mean real features at prices a solo founder can actually afford.
Spark starts at ₹300/month with the AI campaign builder, deliverability tools, automations, landing pages, and free migration help. The Grow plan unlocks unlimited automations, CRM, and A/B testing at ₹2,500/month — about a fifth of what comparable feature sets cost on the big platforms.
That’s not a loss-leader. That’s just what fair pricing looks like.
3. Email marketing should be complete.
Most email tools force you to bolt on a CRM, a landing page builder, a popup tool, an A/B testing platform, and an automation engine — each from a different vendor, each with their own bill, each requiring its own integration to talk to your email tool.
We think that’s broken. Bluey includes the CRM, the landing pages, the forms, the popups, the segmentation engine, the automation builder, the A/B testing, and the analytics in one platform. One bill, one dashboard, one place where all your customer data lives.
The integration is the product.
4. Email marketing should be simple — but you stay in control.
The “AI will do everything for you” pitch is mostly marketing fluff. AI is great at generating drafts, building scaffolding, and handling repetitive structure. It’s not great at understanding your brand voice, your customers, or what’s actually true about your business.
Bluey’s AI builds the full campaign — copy, automation flow, segmentation rules, send-time logic — from a single prompt. But you stay in control. Edit anything. Approve everything. Hit send when you’re ready.
Simple isn’t “the tool decides.” It’s “the tool removes the parts you don’t want to do, and leaves you in charge of the parts that matter.”
We’re not stopping at email marketing.
Bluey Outreach Status: In development
A cold email platform built for B2B sales. Multi-inbox sending, automated warm-up, smart rotation to stay under provider limits, AI-powered sequences, and reply detection. Built for sales teams who got tired of stitching together five separate tools.
[Join the Outreach waitlist →]
☕ Bluey Coffee Status: In development
A tipping and digital product platform for creators. Help your audience support you with one-time tips, sell digital products (PDFs, templates, courses) directly to fans, and get paid without an aggressive 20% platform cut. Built for newsletter writers, indie creators, and small audience monetization.
📱 Bluey Social Status: In development
Social media scheduling, engagement, and posting tools. Manage multiple accounts, schedule content across platforms, and track engagement without paying enterprise SaaS prices for the features.