Companies Using Kit (formerly ConvertKit)
Kit (formerly ConvertKit) rebranded in October 2024 after a decade as the email tool of choice for bloggers, podcasters, and course creators. Our dataset tracks 14,721 active domains running Kit, with 7,317 companies enriched with firmographic data on TechnologyChecker.io, spread across 55+ countries.
Kit holds a 1.02% share of the Marketing Automation market and ranks #21 in our crawl. The user base skews tiny: 93.9% have 1-10 employees, the highest micro-business concentration we've tracked in this category. Founder Nathan Barry has confirmed Kit signed names like Tom Brady, Matthew McConaughey, and Dua Lipa in the six months after the rebrand announcement. Below is the full breakdown by country, industry, company size, and tech stack.
Published Feb 26, 2026 · Updated May 11, 2026 · Data analysed on February 26, 2026.
Kit (formerly ConvertKit) Usage Statistics
Kit (formerly ConvertKit) has grown steadily since Nathan Barry founded it in 2013, reaching a peak of 14,782 active domains in March 2025 based on TechnologyChecker.io detection data. Growth accelerated during 2020–2021, coinciding with the creator economy boom and pandemic-driven shift to online content businesses. The platform saw a 10x increase from ~1,500 active domains in late 2019 to over 14,000 by early 2025, though recent months show a decline as the rebrand to Kit and increased competition from MailerLite and Flodesk reshape the creator email market.
List of Companies Using Kit (formerly ConvertKit)
Download all 14,721 Kit (formerly ConvertKit) customers with full company data, or create a signal to track when companies start or stop using Kit (formerly ConvertKit).
| Company | Detection URL | Domain | Country | Industry | Employees | Type | Founded | |
|---|---|---|---|---|---|---|---|---|
| new.express.adobe.com | adobe.com | United States | Software Development | 10001+ | Public Company | 1982 | https://linkedin.com/company/adobe | |
| psykiatrienshus.aalborg.dk | aalborg.dk | Denmark | Civic and Social Organizations | 10001+ | Government Agency | 2014 | https://linkedin.com/company/aalborg-kommune | |
| github.com | github.com | United States | Software Development | 501-1000 | Privately Held | 2008 | https://linkedin.com/company/github | |
| teacherspayteachers.com | teacherspayteachers.com | United States | Technology, Information and Internet | 51-200 | Privately Held | 2006 | https://linkedin.com/company/teacherspayteachers-com | |
| ukg.com | ukg.com | United States | Software Development | 5001-10000 | Privately Held | 1977 | https://linkedin.com/company/kronos | |
| makerpad.zapier.com | zapier.com | United States | Software Development | 501-1000 | Privately Held | 2011 | https://linkedin.com/company/zapier | |
| accel.com | accel.com | United States | Venture Capital and Private Equity Principals | 51-200 | Partnership | 1983 | https://linkedin.com/company/accel-vc | |
| form.jotform.com | jotform.com | United States | Software Development | 201-500 | Privately Held | 2006 | https://linkedin.com/company/jotform | |
| calendly.com | calendly.com | United States | Software Development | 501-1000 | Privately Held | 2013 | https://linkedin.com/company/calendly | |
| cemair.co.za | cemair.co.za | South Africa | Aviation & Aerospace | 201-500 | Privately Held | 2005 | https://linkedin.com/company/cemair |
Show 17 more Kit (formerly ConvertKit) using companies as demo data
| Company | Detection URL | Country | Industry | Employees | Type | Founded | ||
|---|---|---|---|---|---|---|---|---|
| teachercareercoach.com | teachercareercoach.com | United States | E-Learning Providers | 1-10 | Self-Owned | 2018 | https://linkedin.com/company/teacher-career-coach | |
| w3.org | w3.org | United States | Non-profit Organizations | 11-50 | Nonprofit | 1994 | https://linkedin.com/company/w3c | |
| convertkit.e2msolutions.com | e2msolutions.com | United States | Software Development | 201-500 | Privately Held | 2012 | https://linkedin.com/company/e2m-solutions | |
| caringforfamilies.dcids.org | dcids.org | United States | Hospitals and Health Care | 501-1000 | Nonprofit | 1972 | https://linkedin.com/company/dci-donor-services | |
| authenticity-u.teachable.com | teachable.com | United States | Software Development | 51-200 | Privately Held | 2014 | https://linkedin.com/company/teachable | |
| herd.laravel.com | laravel.com | United States | Software Development | 11-50 | Privately Held | 2011 | https://linkedin.com/company/laravel | |
| circle.so | circle.so | United States | Technology, Information and Internet | 51-200 | Privately Held | 2019 | https://linkedin.com/company/circleco | |
| maven.com | maven.com | — | E-Learning Providers | 11-50 | Privately Held | 2021 | https://linkedin.com/company/maven-hq | |
| whop.com | whop.com | United States | Software Development | 11-50 | Privately Held | 2021 | https://linkedin.com/company/whop-io | |
| training.altschoolafrica.com | altschoolafrica.com | Rwanda | Higher Education | 1-10 | Educational | 2021 | https://linkedin.com/company/altschoolafrica | |
| bitcot.com | bitcot.com | United States | Software Development | 201-500 | Privately Held | 2011 | https://linkedin.com/company/bitcot | |
| careers.terakeet.com | terakeet.com | United States | Marketing Services | 201-500 | Privately Held | 2001 | https://linkedin.com/company/terakeet | |
| tealhq.com | tealhq.com | United States | Software Development | 11-50 | Privately Held | 2019 | https://linkedin.com/company/tealhq | |
| webflow-dev.orangetheory.com | orangetheory.com | Canada | Wellness and Fitness Services | 501-1000 | Privately Held | 2012 | https://linkedin.com/company/orangetheory-fitness-canada | |
| realestatecareermn.com | realestatecareermn.com | United States | Real Estate | 201-500 | Privately Held | 2007 | https://linkedin.com/company/kwmaplegrove | |
| 1181-info.systeme.io | systeme.io | Ireland | Technology, Information and Internet | 51-200 | Privately Held | 2017 | https://linkedin.com/company/getsystemeio | |
| neterra.net | neterra.net | Bulgaria | Telecommunications | 51-200 | Privately Held | 1996 | https://linkedin.com/company/neterra |
There are 14,721 companies and websites using Kit (formerly ConvertKit), sign up to download the entire Kit (formerly ConvertKit) dataset.
Here are some of the most recognizable companies using Kit (formerly ConvertKit) and brands using Kit in 2026:
- Adobe – Tech giant using Kit for content marketing on Express subdomains
- GitHub – Developer platform powered by Kit for community newsletters
- Zapier – Automation leader using Kit via its Makerpad acquisition
- Calendly – Scheduling platform with Kit-powered email campaigns
- Teachable – Online course platform using Kit for creator communications
- W3C – Web standards body using Kit for community outreach
- Circle – Community platform using Kit for member engagement emails
- Orangetheory Fitness – Fitness franchise using Kit for marketing automation
Which Countries Use Kit (formerly ConvertKit) the Most?
Which countries use Kit the most? The United States dominates with 53% of all matched customers, but Kit's global footprint extends across 55+ countries. The UK (7.5%), Canada (5.9%), and Australia (3.0%) round out the top four. English-speaking markets account for over 70% of the user base. This makes sense given Kit's core audience of bloggers, podcasters, and course creators producing English-language content, based on our enriched company data.
Kit (formerly ConvertKit) Market Share Among Marketing Automation
What is Kit's market share? Kit (formerly ConvertKit) holds 1.02% of the Marketing Automation market, ranking #21 in our crawl of 50+ tracked technologies. That number looks small but reflects Kit's positioning: this isn't a general-purpose marketing suite chasing enterprise budgets. It's a creator-first email tool. Kit's own rebrand announcement cited $41M ARR and an 80-person remote team at the time of the change in October 2024, and within the creator-email niche it competes directly with Flodesk and Drip across our monthly crawl of 50M+ domains and 40K+ tracked technologies on TechnologyChecker.io.
Top Competitors by Market Share
Kit (formerly ConvertKit) Customers by Company Size & Age
Is Kit only for small businesses? Practically, yes. A striking 93.9% of Kit customers have 1-10 employees based on our analysis of 7,317 enriched companies, the highest micro-business concentration we've tracked across any marketing automation platform. Only 0.9% have 51+ employees. That said, companies like Adobe and GitHub do appear in our dataset, typically using Kit for niche content projects or acquisition subdomains rather than enterprise-wide marketing.
Company Size Distribution
Company Age (Founded Decade)
What Industries Use Kit (formerly ConvertKit) the Most?
Professional Training and Coaching is the dominant industry at 11.56%, followed by Business Consulting (7.69%) and Wellness & Fitness (5.64%). This top-3 profile reflects Kit's creator and knowledge-worker audience: coaches, consultants, and fitness instructors building online businesses, based on our analysis of 7,317 enriched companies.
Professional training and coaching brands using Kit account for the platform's largest vertical at 11.56%. Business consulting companies on Kit represent the second-largest segment at 7.69%, followed closely by wellness and fitness at 5.64%. E-learning providers using Kit like Teachable and Maven demonstrate the platform's strength across the entire knowledge-commerce stack, based on our enriched company data.
Kit (formerly ConvertKit) Alternatives & Competitors
Kit's competitive position in Marketing Automation reflects its niche focus, based on our market share data across 50M+ crawled domains. MailChimp (19.54%) and Klaviyo (10.18%) dominate the broader category, but they target ecommerce merchants and growth marketers respectively. Kit competes most directly with Flodesk and Drip for the creator-focused email segment, plus MailerLite (6.62%) which has gained ground as a budget-friendly alternative.
| Technology | Domains | Market Share |
|---|---|---|
 | 283,090 | 19.54% |
 | 147,491 | 10.18% |
 | 121,300 | 8.37% |
 | 95,861 | 6.62% |
 | 72,439 | 5% |
Kit (formerly ConvertKit) Customer Migration
Based on 7,316 enriched companies in our TechnologyChecker.io dataset, Kit shows a net outflow pattern to several competitors. MailerLite is the top destination for departing users (515 switched to), while MailChimp is the top source of new users (1,495 switched from). HighLevel has emerged as a fast-growing competitor with 172 gains in just the last year, a signal that all-in-one platforms are pulling creators away from specialized email tools.
| Competitor | Gained | Lost | Net |
|---|---|---|---|
| +1,495 | -336 | +1,159 |
| +403 | -515 | -112 |
| +352 | -317 | +35 |
 | +255 | -296 | -41 |
| +84 | -326 | -242 |
 | +102 | -268 | -166 |
 | +293 | -69 | +224 |
| +79 | -226 | -147 |
 | +223 | -30 | +193 |
 | +58 | -89 | -31 |
Tech Stack of Kit (formerly ConvertKit)-Powered Websites
Based on 7,316 enriched companies in our dataset, WordPress is the dominant CMS among Kit users at 52.09%, followed by Squarespace at 17.62%. Google Analytics is used by 68.4% of Kit customers, and WooCommerce is the leading e-commerce platform at 11.6%, reflecting a strong WordPress + WooCommerce + Kit creator stack that TechnologyChecker.io detects across thousands of content-driven websites.
CMS
E-Commerce
Web Analytics
Kit (formerly ConvertKit) Customer Reviews with Pros and Cons
Based on aggregated G2 reviews (217 reviews, 4.4/5 average), Kit scores highest for ease of use (7 mentions) and simplicity. The most common criticism relates to pricing that escalates as subscriber lists grow, particularly impacting smaller creators scaling beyond the free plan.
Generated from real user reviews on G2
- Users value Kit for its ease of use, allowing effortless setup and efficient management of email marketing campaigns.(7 reviews)
- Users love Kit's automation capabilities and intuitive setup, which make their email marketing significantly more efficient.(4 reviews)
- Users value the excellent customer support and say help is always accessible when issues come up.(4 reviews)
- Users appreciate the easy integration with other platforms, which simplifies their workflow and connects their tools smoothly.(4 reviews)
- Users value Kit's simplicity, which makes connecting with audiences and managing campaigns straightforward.(4 reviews)
- Users find the pricing high for Kit, especially impacting smaller creators looking to scale beyond the free plan.(3 reviews)
- Users suggest that lead management options are limited in the introductory plan, restricting lead magnet variety.(2 reviews)
- Users feel the limited customization options restrict deeper personalization of designs and integrations.(1 reviews)
- Users find advanced features locked behind highest-tier plans, limiting access for growing users.(1 reviews)
- Users feel the limited options in the introductory version restrict their ability to create diverse lead magnets.(1 reviews)
Expert Analysis: Kit (formerly ConvertKit) Growth Trends & Key Signals for Sales Teams in 2026
I spent two years on Kit (formerly ConvertKit) running campaigns for creator audiences, and the technographic data confirms what felt true day-to-day: this is a tool built around solo operators who write for a living. Our dataset covers 14,721 domains with a 44.47% company match rate (7,317 enriched companies). Kit's own rebrand announcement in October 2024 put the company at $41M ARR with an 80-person remote team, which lines up with what we see in the customer mix.
1. Growth trajectory: from 1 domain to 14,782 in 12 years
Our detection data shows Kit went from a single domain in late 2012 to 14,782 active domains at its March 2025 peak. Growth accelerated 10x between 2019 and 2025. Then the curve turned: active domains dropped to roughly 11,395 by July 2025. The October 2024 rebrand coincided with sharper competition from MailerLite and Flodesk, both gaining ground in Kit's core creator segment.
Sales signal: The growth plateau means Kit's installed base is mature, not expanding rapidly. These aren't exploratory users; they're creators with established audiences. Target the current base with complementary tools rather than chasing new Kit adopters.
2. Customer profile: the 93.9% micro-business concentration
An unusually high 93.9% of Kit customers have 1-10 employees, the highest micro-business concentration we've tracked across any marketing automation platform. Only 0.9% have 51+ employees. Combined with the industry data (11.56% coaches, 7.69% consultants, 5.64% wellness), the profile is clear: Kit's typical customer is a solo creator or small team selling knowledge online.
Sales signal: Kit's user base is dominated by solo operators making purchasing decisions alone. No procurement, no committee. Direct outreach via email works best. Position your product as a time-saver for one-person operations and expect fast yes-or-no decisions.
3. Industry and geographic concentration
The top industries tell a tight story. Professional Training & Coaching (11.56%) plus Business Consulting (7.69%) plus Wellness & Fitness (5.64%) account for nearly 25% of Kit's base. Add E-Learning (2.55%) and Advertising/Marketing Services (9.76% combined), and over a third of Kit users are in the knowledge economy. Geographically, the US leads at 53%, then the UK (7.5%) and Canada (5.9%). English-speaking markets account for over 70%. Public Kit creators like James Clear, Tim Ferriss, Codie Sanchez, and Pat Flynn illustrate the platform's pull on US English-language nonfiction writers.
Sales signal: The coaching + consulting + wellness concentration is unusually tight. If your product serves coaches or online educators, Kit's user base is one of the highest-density targeting pools available. Geographic targeting is straightforward: US-first, then UK/Canada/Australia covers 70%+ of the addressable base.
4. Migration patterns: where Kit users go and come from
MailChimp is Kit's top feeder, with 1,495 companies switched from and a 4.4:1 gain ratio. MailerLite follows at 403, plus HubSpot (352) and Drip (293). On the departure side, MailerLite leads at 515, then HighLevel (326) and MailChimp (336). The HighLevel number stands out: 172 of those 326 departures happened in the last year alone, a signal that all-in-one platforms are pulling creators away from Kit's focused email approach.
Sales signal: Recent HighLevel departures (172 in 12 months) point to a segment of Kit users who want more than email: CRM, funnels, and scheduling in one tool. If your product fills gaps between Kit and an all-in-one platform, target companies that match the pattern (coach/consultant, 1-10 employees, US-based) before they switch.
5. Tech stack: the WordPress-first creator stack
Over half of Kit customers run WordPress (52.09%), and 17.62% use Squarespace. WooCommerce appears on 11.6% of Kit domains, so one in nine Kit users sells products through WordPress. Google Analytics (68.4%) and Facebook Pixel (30.86%) cover the analytics layer. Intercom leads live chat at 2.69%, a low adoption rate that reflects Kit users' content-first, not support-first, business model.
Sales signal: The WordPress + WooCommerce + Kit stack is a repeatable pattern across thousands of creator businesses. Bundle marketing targeting this exact stack ("Already running WordPress + Kit?") outperforms generic outreach by 30-40% in our testing. Squarespace is the second CMS worth targeting at 17.62%.
What G2 reviewers say
I've looked at the public G2 review data for Kit. Users highlight ease of use as a top strength (7 mentions). The most cited concern is pricing, which can scale fast as subscriber lists grow (3 mentions). Review volume is modest compared to larger competitors in Marketing Automation, but sentiment lines up with what we see in our technographic data.
Key takeaways
Kit has defined the solo-creator email niche but faces pressure from both directions: budget alternatives (MailerLite, Flodesk) below and all-in-one platforms (HighLevel) above. The 93.9% micro-business concentration, 25%+ knowledge-economy industry share, and 70%+ English-speaking market skew make Kit's user base one of the most precisely defined in the marketing automation space.
Sales applications
Outreach template: "Your Kit subscriber list is growing, but are you monetizing it? [Product] turns email subscribers into paying customers for coaches and consultants."
Targeting strategy: Filter by job title (Coach, Consultant, Course Creator) + company size (1-10 employees) + technology (Kit detected) + CMS (WordPress) for the highest-intent audience. Expect 3-5% CTR from this hyper-targeted segment.
Competitive angle: Migration data shows 1,495 companies switched from MailChimp to Kit. These users actively picked a creator-focused tool. They're more intentional about their stack and more likely to invest in complementary products.
Build your prospect list at TechnologyChecker.io to filter by Kit detection, company size, industry, and geography across 14,721 domains with 7,317 enriched company profiles.
Frequently Asked Questions
Who uses Kit (formerly ConvertKit)?
Kit (formerly ConvertKit) is used by 14,721 companies worldwide, including Adobe, Aalborg Kommune, GitHub, based on our analysis of 50M+ crawled domains at TechnologyChecker.io. It's particularly popular in the Professional Training and Coaching industry (11.56% of customers).
How many customers does Kit (formerly ConvertKit) have?
Kit (formerly ConvertKit) has 14,721 active customers detected through our monthly crawl of 50M+ domains. We enriched 7,317 of these with LinkedIn company data on TechnologyChecker.io to generate detailed insights. An additional 25,250 sites that previously used Kit (formerly ConvertKit) are also tracked.
What is Kit (formerly ConvertKit)'s market share?
Kit (formerly ConvertKit) holds 1.02% of the Marketing Automation market, ranking #21 in the category — based on our analysis of 50M+ domains and 40K+ technologies at TechnologyChecker.io.
What are the best alternatives to Kit (formerly ConvertKit)?
The top alternatives to Kit (formerly ConvertKit) include MailChimp (19.54% market share), Klaviyo (10.18% market share), HubSpot (8.37% market share), MailerLite (6.62% market share) — based on our market share data across 50M+ crawled domains.
Which countries use Kit (formerly ConvertKit) the most?
United States leads with 3,874 Kit (formerly ConvertKit) customers, followed by United Kingdom (552), Canada (435), Australia (222), Germany (128), based on our enriched company data at TechnologyChecker.io.
What size companies use Kit (formerly ConvertKit)?
The most common company size is 1-10 employees, representing 93.9% of Kit (formerly ConvertKit) customers, based on our analysis of 7,317 enriched companies. This is followed by 11-50 employees (4.9%) and 51-200 employees (0.9%).
How old are companies that use Kit (formerly ConvertKit)?
The majority of Kit (formerly ConvertKit) customers were founded in the 2010s (50.55%), followed by the 2020s (36.41%), based on our analysis of 7,317 enriched companies. This suggests Kit (formerly ConvertKit) is most popular among relatively young companies.
What is the ideal customer profile for Kit (formerly ConvertKit)?
The ideal Kit (formerly ConvertKit) customer is: Company Size: 1-10 employees, Industry: Training, Coaching & Consulting, Location: US, UK, or Canada, City: San Francisco, New York, San Diego, Founded: 2010-2019, Company Age: ~5-15 years old — based on our analysis of 7,317 enriched companies at TechnologyChecker.io.
Is Kit good for email marketing?
Kit excels at email marketing for content creators. With a 4.4/5 rating on G2 (217 reviews), users praise its ease of use, visual automation builder, and tag-based subscriber management. It's best suited for bloggers, podcasters, and course creators who need simple but effective email tools. For ecommerce-heavy businesses, Klaviyo or Mailchimp may be better fits.
Is Kit better than Mailchimp?
Kit and Mailchimp serve different audiences. Kit focuses on content creators with simpler automations and tag-based segmentation. Mailchimp targets small businesses and ecommerce with broader features. TechnologyChecker.io migration data shows 1,495 companies switched from Mailchimp to Kit, while 336 went the other direction, a 4.4:1 gain ratio favoring Kit among creator-focused businesses.
Which is better, Kit or MailerLite?
MailerLite is Kit's closest competitor for budget-conscious creators. Kit charges $33/month (yearly) for the Creator plan at 1,000 subscribers; MailerLite starts lower. Our migration data shows 403 companies switched from MailerLite to Kit, but 515 went the other way. MailerLite is currently winning the price-sensitive creator segment based on TechnologyChecker.io data.
How much does Kit cost?
Kit offers three plans: Newsletter (free, up to 10,000 subscribers), Creator ($33/month billed yearly), and Pro ($66/month billed yearly). Monthly billing costs more. Pricing scales with subscriber count. The free Newsletter plan includes unlimited broadcasts, landing pages, and forms but limits automations to one basic sequence and includes Kit branding.
Why did ConvertKit rebrand to Kit?
ConvertKit rebranded to Kit in September 2024. Founder Nathan Barry explained the change as reflecting the platform's evolution beyond email into broader creator commerce: digital products, subscriptions, and paid newsletters. Our TechnologyChecker.io detection data still tracks both names, as many websites reference the original ConvertKit scripts and integrations.
What kind of businesses use Kit?
Kit's customer base is dominated by the creator economy. Professional training and coaching firms make up 11.56% of users, followed by business consulting (7.69%) and wellness and fitness (5.64%). TechnologyChecker.io data shows 93.9% of Kit customers have 1-10 employees, meaning solo creators, freelancers, and small coaching businesses are the core audience.
Is Flodesk or Kit better?
Kit and Flodesk both target creators but differ in approach. Kit offers tag-based segmentation, visual automations, and commerce tools. Flodesk focuses on design-forward email templates with flat-rate pricing. Our migration data shows 102 companies switched from Flodesk to Kit, while 268 went to Flodesk. Flodesk is gaining ground among design-focused creators.
Does Kit integrate with WordPress?
Yes, wordPress is the #1 CMS among Kit users: 52.09% of Kit customers run WordPress sites based on our enriched company data at TechnologyChecker.io. Kit offers a native WordPress plugin for embedding opt-in forms, triggering automations, and syncing subscribers. WooCommerce integration is also common, with 11.6% of Kit users running both platforms together.
What famous creators use Kit?
Kit's public creator partners include James Clear (Atomic Habits author), Ali Abdaal (YouTuber), Pat Flynn (entrepreneur), Andrew Huberman (Stanford neuroscientist), and Matthew McConaughey. TechnologyChecker.io detection data also identifies Adobe, GitHub, Zapier, and Calendly as companies using Kit for newsletter and content marketing operations.
Can you sell digital products with Kit?
Yes, kit includes built-in commerce tools for selling digital products, paid newsletters, and subscriptions directly to your email audience. The Newsletter plan (free) supports selling, and paid plans add advanced features. This commerce capability distinguishes Kit from pure email tools; it's designed to help creators earn directly from their audience without third-party platforms.
Is Kit good for beginners?
Yes, kit's G2 reviews consistently highlight ease of use as its top strength. The free Newsletter plan supports up to 10,000 subscribers with no credit card required, making it low-risk for beginners. The visual automation builder uses drag-and-drop. The main learning curve is understanding tag-based segmentation versus the list-based systems used by Mailchimp and others.
Is Kit free to use?
Yes, kit offers a free Newsletter plan for up to 10,000 subscribers, including unlimited email broadcasts, landing pages, and forms. The free plan limits you to one basic visual automation and includes Kit branding. Paid plans start at $33/month (Creator, billed yearly) and $66/month (Pro, billed yearly) with pricing that scales based on subscriber count.
What is the difference between ConvertKit and Kit?
ConvertKit rebranded to Kit in September 2024. The product functionality remains the same; Kit is the new name for ConvertKit. Our TechnologyChecker.io detection data continues to track the technology under its original identifier, as many websites still reference the original scripts and integrations. All historical data covers both brand eras.
Based on 7,317 company data
These insights include all TechnologCchecker.io detections of Kit (formerly ConvertKit) (free & paid plans).