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Customer.io is a SaaS messaging and marketing automation platform founded in April 2012 by Colin Nederkoorn and a co-founder he met while working in New York. The company enables businesses to send targeted emails and other messages based on user behavior, with the original product focused on converting free users to paid customers through trigger-based messaging. Twelve years after founding, the company has grown well beyond its initial goal of five paying customers at $10 per month each. Nederkoorn described the company's growth arc in a September 2024 talk, noting that Customer.io reached $1 million in ARR by 2014 and continued scaling through the $1 million to $10 million range by refining its core product rather than reinventing it. The company has since grown to a team of approximately 250 people and maintains a customer success team of roughly 35 customer success managers. One of the company's original five founding customers from 2012 remains active today and has generated more than $100,000 in lifetime value. The company operates as a bootstrapped or lightly funded business, with Nederkoorn emphasizing a deliberate preference for reaching cash-flow breakeven rather than relying on investor capital. A formal board was not established until 2017, five years after founding, and the company has since built out a full executive team including a Chief Revenue Officer and a Chief Marketing Officer.