What is Loops? Email platform for SaaS explained

What is Loops?

Loops is an email platform for software companies, and the name is a brand rather than the programming construct that owns the phrase in English. The ambiguity was once internal too: automated sequences were called Loops inside the product until 7 May 2026, when they were renamed Workflows, for the stated reason that the team could not bring themselves to ship an API path like loops/loops/create.

Chris Frantz and Adam Kaczmarek founded it in 2022, went through Y Combinator in the same winter batch, and raised a $3.2 million seed led by Craft Ventures that April. The team is small and fully remote and hires one to three people a year.

Campaigns, workflows and transactional mail sit on one contact model, and the commercial shape follows from that: billing counts subscribed contacts rather than sends, paid plans carry unlimited sends with transactional included and no seat charges, and the free tier holds 1,000 contacts and 4,000 sends in any rolling 30 days. The refusal that defines the product is HTML. Loops will not accept it, on the argument that emails do not belong in a codebase, and offers an XML format of its own instead, so templates can live in Git without becoming markup the platform cannot re-render.

There is an SMTP relay at smtp.loops.so, but it only fires templates that already exist in the account rather than carrying arbitrary mail. Domain verification asks for a return-path MX record on feedback-smtp.us-east-1.amazonses.com, which puts Amazon SES in the delivery path.