How Brevo rewrote its homepage over 3 years

Brevo launched as Sendinblue in 2012 and spent a decade building an affordable email and SMS marketing tool for SMBs. In May 2023, Sendinblue rebranded to Brevo — a deliberate move to shed a name that had become tied to a single product category (email) and claim a broader identity as a multi-channel customer engagement platform. The Wayback archive for brevo.com begins in January 2023, capturing the rebrand's first public homepage.

The 2023 homepage reflected a company in the middle of a brand transition. The H1 read "Connections that spark growth" — aspirational and brand-level, not product-specific. A section heading asked "Why Brevo?" and the CTA said "Get Brevo" — both consistent with a team still building brand recognition after abandoning nine years of Sendinblue equity. By 2026, those identity-building elements are gone. The H1 now reads "Turn Every Email SMS Order Interaction into a Lifetime Customer", and the CTAs are "Sign up free" and "Get a demo" — both oriented around doing, not explaining.

The broader context is the consolidation of martech around three competitors: Mailchimp (email-centric, acquired by Intuit), Klaviyo (ecommerce-focused, public in 2023), and HubSpot (CRM-led). Brevo's navigation shift from "Products" to "Platform" and the addition of "AI agents that work with you, and for you" as a homepage section reflect an attempt to compete on category definition rather than feature comparison. For SaaS teams post-rebrand, the key lesson is that brand recognition has a measurable homepage signal: when you can remove 'Why [Company]?' from the nav without hurting conversion, you've achieved recall.