Overview

Loops and Kit (formerly ConvertKit) are both modern email platforms, but they serve different audiences. Loops is built for SaaS companies - it understands product events, user lifecycle, and application behavior. Kit is built for creators - it helps authors, coaches, and content creators grow their audience and sell digital products.

The Audience Question

Ask yourself: Are you building a SaaS product or a creator business? If you're building software and need to send emails based on user actions in your app, Loops is the better fit. If you're a creator building an audience and selling digital products, Kit is purpose-built for you.

Transactional vs Commerce

Loops includes transactional email for free with paid plans. This matters for SaaS - you need to send password resets, receipts, and system notifications. Kit doesn't offer transactional email at all. On the flip side, Kit has built-in digital product sales, paid newsletters, and commerce features that Loops lacks entirely.

Pricing After Kit's Increase

Kit raised prices ~35% in October 2025 - their first increase in 12 years. At 5,000 subscribers, Kit is now $89/month while Loops is $49/month. Kit's free tier (10,000 subscribers) is still generous, but paid plans are no longer the budget option they used to be.

Making the Choice

Don't choose based on features alone. Choose based on what you're building. SaaS company? Loops. Creator business? Kit. Trying to do both? Consider whether that's actually what you need.