Why we’re raising prices for the first time: a letter to the Kit creator community
Let me get straight to it: we’re raising prices for the first time in 12 years.
If you’re a current paying customer and this change affects your plan, we’ve already sent you an email detailing exactly what is changing for you and when.
For new customers, new prices go into effect today, which you can see here.
Prices won’t change for current customers until your first billing date after October 15, 2025.
If this change materially impacts you or your business in any way, please reach out to us at [email protected] so we can help.
For those of you who are wondering why this change is happening, and why now, I thought I’d share some behind-the-scenes of this decision.
How Kit started in 2013
When I started Kit in 2013, I looked at what other email marketing platforms were charging and set prices based on the industry standard at that time.
I started with feature-based pricing but quickly switched to subscriber-based pricing: the more subscribers someone sends to, the more it costs us, and we knew that someone with 100K subscribers would be able to make more money using Kit than someone with 100 subscribers.
What was most important to me was trying to keep prices low for as long as possible and deliver the most value to customers that we could afford.
Kit was very basic back then. We had landing pages. You could send an email. You could send sequences. But there were no Visual Automations. No Recommendations. No apps. No deliverability team. No Commerce. No A/B testing. No 24/7 support. There wasn’t even a subscriber page where you could see all of your subscriber stats in one place.
Until now, our prices were still what I set in 2013, even though the product has changed a lot since then.
And the product changed for the better because of you.
People weren’t using the phrase “creator economy” in 2013. If you told someone you made money through content on the internet back then, they would just give you a confused look.
In 2015, when we were growing faster than we could keep up with, I went out to try to raise money. But we couldn’t get investors back then because everyone I spoke to said “there’s no money in this” and “there’s no future in this market.”
They were wrong.
Because they didn’t know you.
They didn’t know what you would create, how you would provide value, how you would serve people, and how you would grow the industry you’ve been leading all along.
That’s why we’ve grown the product to what it is today: to serve the kind of professional creator you’ve become.
How Kit grew
When you told us running constant live launches was burning you out, we built Visual Automations to help you run more of your business on autopilot.
When you told us social media algorithms and SEO changes were stalling your growth, we built Recommendations to help you cross promote your newsletter and grow alongside your fellow creators.
When you told us having to virtually duct-tape your creator tools together was stealing your time, we built the Kit App Store to help you grow more of your business from one place.
And that’s how we plan to continue to build Kit for you. Because to us, the creator economy isn’t some flashy term or fad. It’s personal.
But the reality is that costs are rising, including ours, and raising prices is what we need to do to continue to build what’s next.
We’ve always told creators to raise their prices, charge what they’re worth, and reinvest that money to reach more people and make their products and services even better. So this is also me finally taking my own advice.
What’s coming next
Many of you have also told us that the value you get from Kit is a hundred-plus times what you pay. That’s what we want for everyone using Kit, and we’ll continue to focus on listening to you and building the features to make that possible for more and more creators.
Features like: collaborative editing, stronger insights reporting, and more ways to earn via performance ads and sponsorships.
Over the next decade and beyond, we plan to keep showing up in the creator community to ask: “What do you need?” and “What would be really valuable to help you grow your business?”
And then we’re going to build that.
And we can’t wait to see what you’ll create next.
If you have any questions about these pricing changes please check out our FAQs below, or reach out to [email protected]. We’re happy to help.
- Nathan
FAQs
Why are you increasing prices now?
How much are my prices increasing?
When will this take effect?
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If you decide Kit isn't the right fit at the new pricing, you can downgrade or cancel anytime. We'd hate to lose you, but we want you to make the choice that's right for your business.