The agentic CRM for ecommerce
We are building Personably: one CRM for DTC ecommerce brands where an AI agent remembers every customer and writes each message from that customer's actual behavior. It picks the channel, the timing, and the offer, then clears everything through your review queue. No templates. No merge tags.
10 founding slots · $5,000/month during beta · 30-day opt-out on your first quarter
being built into one crm
I am Jake Bauman, and I am building Personably alone, in public.
In June 2026 I shipped Personably's first product: an intelligence layer that personalized Shopify welcome emails. Building it taught me the real problem. The writing was never the hard part. The context is. An email tool cannot know what your loyalty program, your support inbox, and your ad accounts know.
So I am building the whole CRM. Beta onboarding opens in the coming weeks, capped at 10 brands, no more than 2 onboarded per week. I publish the build as it happens: the architecture, the misses, and the numbers. Follow the build.
status: building
beta onboarding opens in weeks
0 of 10 slots filled
the problem
Mid-market DTC brands run 10 to 15 tools to talk to their customers. Here is what that actually costs.
integration tax
Klaviyo for email. Smile.io for loyalty. Yotpo for reviews. Attentive for SMS. Plus the analytics tool, the CDP, and the spreadsheet that reconciles them all. Each tool defines “VIP customer” its own way, so your team rebuilds the same segment three times and gets three different answers. Picture Monday morning for a VP of marketing at a $25M apparel brand: six dashboards, three date ranges, 45 minutes just to learn what happened last week. (A composite scenario, not a customer story.)
template ceiling
“We miss you, {first_name}.” Your customers can tell. Merge tags were the ceiling of personalization ten years ago, and they are still the ceiling today. Flows treat every customer like they shop the same way. They do not. So the numbers plateau, and the fix on offer is always another segment, another template, another tool.
acquisition blind to retention
ROAS measures clicks. It does not measure who stays. Meta knows which ad won the click. Shopify knows who bought again. Nothing connects the two, so brands keep paying to acquire customers who leave, and the head of growth cannot answer the only question that matters: which acquired customers become the ones who keep buying?
what we are building
Personably is being built as one CRM where every tool in your stack becomes one brain, and that brain writes.
a message written for each customer
An AI agent writes each message from that customer's actual behavior, preferences, and lifetime value. It trains on roughly 90 days of your own campaigns before it writes a word, then works through a 14-day supervised voice-training period. Nothing sends without your review during onboarding. Autonomous sending is earned, only after you have approved 85% or more of 20+ consecutive messages, and you can pause it with one click.
one source of truth
Shopify, Klaviyo, Meta, and Google connect into unified customer profiles. Build a segment once and every message, report, and decision reads from the same record. No more exporting a CSV from one tool to upload into another.
acquisition that learns from retention
When the platform knows which customers stay and spend, it can tell Meta and Google to find more of them. Not more clicks. More customers who keep buying. (This ships after beta; the roadmap below is explicit about timing.)
The linen shirt dress you kept coming back to is back in your size.
browsed the linen collection twice this week · size M from her last two ordersNo rush. It joins the members' sale on Thursday, and you usually wait for the window.
3rd order · always buys in the sale windowYour points already cover free shipping if you want it.
loyalty balance covers shipping · points unused for 90 daysone event: back-in-stock · two customers
customer a · first order pending · found the brand this month
It's back. If you're still deciding, here's the honest answer to the fit question most first-time buyers ask.
why: new relationship · no history to lean on · reassure, don't push
customer b · 9 orders · size M on file
Dana, your size is back. We held the note until your usual buying window instead of blasting you at 9am Monday.
why: known size · known cadence · timing beats volume
where the line is
This list is the platform scope being built, not a shipped feature set. We would rather you know exactly where the line is.
in the beta build
ships during the beta, not at its start: SMS via Twilio, 1 to 2 additional connectors, deliverability monitoring
on the roadmap · months 3 to 4
The vision, and it is roadmap, not launch scope: one CRM. loyalty, retention, acquisition.
the founding beta
Personably launches with 10 founding beta brands. $5,000/month (standard will be $7,500), quarterly billing, 30-day opt-out on your first quarter. We onboard a maximum of 2 brands per week, and you get weekly 15-minute feedback calls with Jake for the first 8 weeks; you shape what gets built. We capture your baseline numbers at onboarding, tool count, open and click rates, revenue per recipient, ops hours, and measure lift against them, not against a benchmark. Beta pricing ends when 10 slots fill or 3 months after the first signup.
the pilot
$1,250
for 14 days
Connect Shopify and Klaviyo. The AI trains on your campaigns. You review real messages in your voice, with three founder review sessions along the way. The pilot is designed to put 50 or more real messages in your voice in front of you by day 14. If it does not sound like you, walk away. If it does, the $1,250 credits to your first month.
the founding beta · 10 brands
$5,000/month
standard will be $7,500. founding brands keep the difference.
enterprise from $25,000/month, custom · hello@personably.app
us brands only during the mvp · no q4 migrations · every path ends in a conversation with jake
no customers to quote yet
6×
higher transaction rates from personalized emails, yet only 30% of brands personalize beyond first name.
Experian email benchmark, 2014. Old, and still the most-cited number in the category.
25–95%
profit lift from a 5% improvement in customer retention.
Bain & Company, Frederick Reichheld's retention research, 2000.
1:1
one AI agent per customer. On June 24, 2026 MoEngage acquired Aampe for exactly that. The biggest players are betting our direction.
Acquisition press coverage, June 2026.
When our beta brands have real numbers, they will replace this section, measured against their own baselines, sources shown.
honest fit
If all you need is email, use Klaviyo. It is the best email tool.
If you are an enterprise team with dev resources and need cross-channel messaging at massive scale, Braze is built for you.
If you want an all-in-one with rule-based AI at a lower price, look at Maestra.
If you want AI that writes the message itself, plus loyalty and acquisition in one platform: that is what we are building.
who the beta is for
US DTC brands doing $10M-$200M in GMV, a marketing team of 3 or more, 50,000+ customers, running 5 or more tools.
who it is not for
If you are under $10M GMV or a solo founder doing your own marketing, Shopify Email or basic Klaviyo is the right tool at your stage. We will tell you that honestly on a call, before you spend anything.
Not sure which you are? Send me your tool list and I will tell you straight. Get the free stack audit.
the honest answers
That is the first thing the beta is built to prove. The AI trains for 14 days on your own campaigns before anything ships, every message runs through a review queue, and nothing sends without your approval during onboarding. The pilot exists for exactly this doubt: $1,250, 14 days, real messages in your voice. If it does not sound like you by day 14, you walk away.
It is. Run the math with us, though. A typical mid-market stack, email, loyalty, reviews, SMS, plus analytics, runs an estimated $2,450 to $7,000 a month from published list prices. You are likely already paying platform money for tools that do not talk to each other. And beta pricing is $5,000. Send us your tool list and we will do your specific math for free.
Good. Keep it. Personably is being designed so Klaviyo stays your delivery pipe while Personably works as the intelligence layer: it writes, Klaviyo sends. Switch the sending when your contract expires, if your numbers say to. To be plain: this coexistence is a design commitment for the beta, not a shipped integration.
Your data stays yours: full export in CSV and JSON, standard APIs, no lock-in. The 30-day opt-out on your first quarter means if it does not work, you should not have to pay for it. And because we capture your baseline at onboarding, the stay-or-go decision gets made with your own numbers, not ours.
No. Most tools' AI picks which template to send and when. We are building an agent that writes the message itself, per customer, from that customer's actual behavior. An assistant routes. A writer writes.
Correct, and we agree. We run no migrations September through December. Beta onboarding happens outside Q4. Use Q4 to plan.
Brands under $10M GMV, or teams that only need email. Klaviyo or Shopify Email is the right tool at that stage, and we will say so on a call.
accepting 10 founding brands
$5,000 a month during beta, against a $7,500 standard. Quarterly billing, 30-day opt-out on your first quarter. Weekly calls with the founder. Your baseline measured, your lift proven against your own numbers.
beta pricing ends when 10 slots fill or 3 months after the first signup · no pitch, just math