How Klaviyo evolved into a force in customer-data and marketing automation

Klaviyo was founded in 2012 by Andrew Bialecki and Ed Hallen to help online businesses make better use of customer data.

How Klaviyo developed

The company evolved from a customer-data product into email marketing, then added SMS and other messaging channels. It went public in 2023 and continued broadening toward a customer relationship and marketing platform for business-to-consumer brands.

Klaviyo in 2026

By 2026, Klaviyo combined customer data, analytics, automation and messaging for e-commerce and other consumer businesses.

Its growth was closely tied to the rise of direct-to-consumer commerce, where brands wanted to own customer relationships rather than depend entirely on advertising platforms or online marketplaces.

Information was checked against public company material, regulatory filings and reputable independent reporting where available, using sources accessible on 18 September 2026.