Email marketing platform ConvertKit announced its rebranding to Kit to reinforce its mission of helping professional creators monetize their businesses through email.

The rebrand reflects Kit’s evolution from primarily serving professional bloggers in 2014 to now offering a comprehensive suite of tools for various types of creators. 

These tools include email audience-building and monetization features and a new app store allowing customization through integrated applications.

“This rebrand reflects our unwavering belief in the power of creators and their ability to make a meaningful impact in the world,” said Nathan Barry, founder and CEO of Kit, in a news release.

Kit reports significant growth in email usage among its users. 

In 2023, creators on the platform sent 902 emails per second, marking a 70% increase since 2021. Additionally, a 2023 survey of Kit users revealed that 18% reported earning over $100,000 in their creator businesses.

The company offers various pricing tiers to accommodate different stages of a creator’s journey, including a free plan for up to 10,000 subscribers. 

“Each decision they make and each feature they ship is intended to empower authors, podcasters, influencers, and creators of all types,” stated James Clear, a New York Times bestselling author.

As part of its rebranding process, Kit took an unconventional approach by publicizing the entire process. The company shared updates via social media posts, blog entries, and a four-part YouTube documentary series. 

Kit, a $43 million company with over 80 employees, partnered with global creative agency Koto for its new brand identity and positioning.

“With Kit, we’re embracing the future of entrepreneurship and showing up bolder than ever, so every creator has the tools and support they need to thrive,” noted Charli Prangley, Kit’s Creative Director.

Future improvements to the platform will include enhanced reporting, faster app performance, and new advanced filtering and sorting features.