Kit (formerly ConvertKit) vs Loops

Kit is email for creators who own an audience, with tags, sequences and simple selling. Loops is email for SaaS teams, driven by product events. Pick Kit for audience businesses and Loops for software products.

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

The verdict

If you write, teach or sell digital products to an audience, I'd pick Kit. It is built for that, and the tag and segment model keeps working as the list grows.

If you run a SaaS product and people sign up, activate and cancel, pick Loops. Emails that react to those events beat a newsletter tool with manual tags.

A software company with a content audience on top can use both, but I would not at first. Pick the one that matches where most of your contacts come from. If you need deal pipelines or lead scoring for sales, neither is the right base.

What the data says

Both cover 4 of the 4 features we compared.
Both have a free plan, so you can try each before you pay.
Kit (formerly ConvertKit) starts lower, at $32.50/mo against $49/mo.
Both have an API and an MCP server, so either works with AI employees.
In our Email nurture ranking, Kit (formerly ConvertKit) places 3 and Loops 5 of 8.

Side by side

Kit (formerly ConvertKit) and Loops compared
8 points compared	Kit (formerly ConvertKit)	Loops
Starts at	$32.50/mo	$49/mo
Free plan	Yes	Yes
API	Yes	Yes
MCP server	Yes	Yes
Behaviour-triggered emails	Yes	Yes
Dynamic content blocks	Yes	Yes
Follow-up emails after a submission	Yes	Yes
Subscriber preference centre	Yes	Yes
Links	Visit	Visit

Plans and pricing

Kit (formerly ConvertKit)

FreeFree for up to 10,000 subscribers.Free
CreatorPriced at 1,000 subscribers; $33 per month billed yearly. Price rises with subscriber count.$39/mo
ProPriced at 1,000 subscribers; $66 per month billed yearly. Price rises with subscriber count.$79/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 Kit (formerly ConvertKit) if…

Pick Kit if you are a creator, newsletter writer, course seller or lean founder with an audience you own. You want landing pages, a simple designer, visual automations, paid newsletters and recommendations in one place.

It starts free, which lets you test before you pay. Price grows with subscriber count, so model that early. Design and reporting are simple on purpose. Skip it for sales-led B2B, where you need pipelines, scoring or a two-way CRM sync.

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Choose Loops if…

Pick Loops if you run a SaaS product where engineers send events and marketers write the emails. You want onboarding, lifecycle, campaigns and transactional email on one contact record, and free team seats.

It is only as good as your events, so clean data for sign-ups, activation and cancellation matters. Plan some engineering time. The free plan covers a limited number of contacts and sends and carries a Loops footer. It is not for cold outreach or for creators selling content.

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