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After more than a decade of growth and evolution, we’re making a big move—rebranding from ConvertKit to Kit.
This isn’t just a name change; it’s the start of a new era for our company and product.
Our platform has grown far beyond its original function of helping creators scale through email marketing. As the creator economy has bloomed and grown, we’ve evolved alongside it, helping creators build their businesses with features like Recommendations and Commerce.
Becoming Kit is the next chapter in this evolution for us.
It’s uncommon for a company of our size to make a change like this, so we wanted to shed some light on what went into this decision.
How we knew it was time to rebrand
Rebranding has been a topic of conversation for us for many years. For a while, we’ve felt that, as a name, ConvertKit no longer reflected the scale of our mission and vision.
And if you’ve known us for some time, you’ll know that we’ve tried to do this once before.
In 2018, we changed our name to Seva (a Sanskrit word meaning “selfless service”). After announcing the change, we started hearing from creators who were genuinely concerned about the name and its cultural and religious implications.
We listened, learned, and decided to change our name back to ConvertKit.
We were wrong to rename our company Seva, but we continued to feel that we were right about the need to change our name.
ConvertKit sounds too technical and niche, and as we expanded beyond classic email marketing features, it started to feel like it wasn’t capturing everything we offer.
We had a set of criteria for what we wanted in a name. It had to be:
- Tied to our mission to help creators earn a living
- One word
- Easy to hear and spell over the phone
- Not too technical
Kit checks all those boxes.
It was a name that we had been interested in for a long time, so when the opportunity arose in late 2023 to purchase kit.com, we were excited.
But we also wanted to learn from our experience and make sure we did our research first.
The brand research process
Before we committed to changing our name, we wanted to ensure we understood how our community might react.
We did our homework and hopped on calls with creators to get their thoughts on the name “Kit.”
We weren’t just interested in their gut reactions to the name; we also wanted to know how they perceived our current brand and where they thought we fit in the landscape of creator tools.
We explored the connotations of the word “Kit” and how it aligned with our current and future product offerings. We also asked creators to place us and our competitors on a matrix to understand where they see us in the market.
The feedback we received on the name change was mixed—some were excited, others were indifferent, and while a few had concerns about the concept of us changing our name, the calls didn’t uncover any reason not to move forward with Kit.
We also gained a solid understanding of the way creators were currently perceiving our brand, and it revealed some opportunities for improvement (like showing up in a way that feels more modern and innovative).
Overall, this research process gave us the conviction that a rebrand was needed and the confidence to proceed with purchasing kit.com and changing our name.
Why we’re becoming Kit
The name “Kit” perfectly captures what we offer—a set of tools designed to help creators build more valuable businesses.
Ultimately, we see Kit as a natural evolution of ConvertKit. It’s already part of our name, and because we help creators do more than just convert, our new name will reflect that, too.
We’ve built up a lot of brand equity as ConvertKit over the last 11+ years that we don’t want to lose, but brands need to evolve with the times.
Because if you don’t evolve, you risk losing touch with your audience and the changing market landscape.
Changing our name to Kit gives us the flexibility to grow and evolve while staying true to our core mission and the creators we serve — because we’re not starting again from scratch, we’re building on the brand equity we’ve already earned.
At least, that’s how we hope this plays out. And we are doing a few specific things to make it happen.
The road ahead with our rebrand
We’re being very intentional about what’s changing as we become Kit and what isn’t.
What’s not changing
Our focus on creators
Our belief in creators and their value in the world is not changing. We know that creator businesses are unlike others, and we’re continuing to focus on building tools to help creators specifically. So, this name change doesn’t mean a change to our target audience.
The cost of your account
We’re not raising our prices. Actually, we’re investing in the next generation of creators by introducing the Newsletter Plan, which is free for up to 10,000 subscribers.
Our company values
We still believe in the initial values we set for our company—like working in public, defaulting to generosity, and teaching everything we know. Which is why we’re rebranding in public and sharing our journey of becoming Kit.
You can watch the first two episodes of our YouTube series documenting the process right here.
What is changing
Our brand strategy and our visual brand identity will look a little different as we enter this new era. And we’re adopting a new philosophy for our product to make it more valuable for creators.
We want Kit to be scalable and give you the actionable insights you need to grow your business. And because each creator’s business is unique, the features in your Kit can be tailored just for you.
We’re building the operating system for the creator economy.
That starts with:
- An app store where anyone can develop and expand on Kit to bring in extra tools
- A central hub for your data with enhanced reporting to pull insights from
- And the biggest and best Creator Network to help you find new collaboration partners
This comes alongside improvements to the features you already know and love using to run your business.
When we officially become Kit at the start of October, you’ll see a new look and feel when you log in to your account, and you can expect to see many other great improvements shipped regularly.
Stay tuned as we take you along on this journey, and thank you for being part of our community. We’re excited to see where this new direction takes us and to continue supporting you in your creative journey.
