Brevo vs Loops

Loops is built for SaaS teams whose emails follow what users do in the product. Brevo is broader, with SMS, WhatsApp and a simple CRM. Pick Loops for product-led email and Brevo for general B2B messaging.

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The verdict Side by side Plans and pricing Who each is for Other options

The verdict

If you run a SaaS product and your emails should follow sign-ups, activation and cancellation, I'd pick Loops. It also removes the need for a second system that sends password resets and receipts.

If you are a services business, a B2B company without product events to send, or a team that wants SMS and a simple CRM, I'd pick Brevo.

Be honest about data. Loops is only as good as the events your product sends, so plan some engineering time. Brevo asks less of engineers. Neither suits cold one-to-one sales outreach, where Instantly, Lemlist or Smartlead fit better.

What the data says

Both cover 3 of the 3 features we compared.
Both have a free plan, so you can try each before you pay.
Both have an API and an MCP server, so either works with AI employees.
In our Email nurture ranking, Brevo places 1 and Loops 5 of 8.

Side by side

Brevo and Loops compared
7 points compared	Brevo	Loops
Starts at	€6.33/mo	$49/mo
Free plan	Yes	Yes
API	Yes	Yes
MCP server	Yes	Yes
Behaviour-triggered emails	Yes	Yes
Follow-up emails after a submission	Yes	Yes
Subscriber preference centre	Yes	Yes
Links	Visit	Visit

Plans and pricing

Brevo

FreeFree forever, no credit card; send up to 300 emails per day.Free
StarterSingle user, from 5,000 emails per month, no Brevo logo costs extra; EUR 6.33 per month billed yearly.€7/mo
StandardMarketing automation, A/B testing and landing page, from 5,000 emails; EUR 13.50 per month billed yearly.€15/mo
Professional10 seats, from 150,000 emails per month, extra channels and AI tools; EUR 449.08 per month billed yearly.€499/mo

Loops

FreeFree forever for up to 1,000 subscribed contacts and 4,000 sends in any rolling 30 days, with Loops branding.Free
Early Stage PlanPaid, priced by subscribed contacts with unlimited sends, no branding and free team seats; entry price covers up to 5,000 contacts.$49/mo

Prices as the vendors list them. They change often; the final price is on their sites.

Who each is for

Choose Brevo if…

Brevo suits a lean B2B team with no product to send events from. You get newsletters, drip campaigns, SMS and a basic CRM in one account, and pricing follows email volume rather than contact count, which helps a large list.

The free plan has a daily sending cap, and some features such as A/B testing and landing pages need higher plans. Its automation covers common cases but may hit a ceiling if you branch on many events.

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Choose Loops if…

Loops suits a SaaS company where engineers send events and marketers own the copy. Marketers change emails without waiting for a deploy, and engineers stop maintaining a pile of templates in the codebase. Its docs list integrations with Supabase, Stripe, Segment and PostHog, which is where SaaS user data lives.

Paid plans are priced by subscribed contacts with unlimited sends, and team seats are free. The free plan carries a Loops footer on your emails. It is a poor match for shops, where Klaviyo fits better.

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