Customer.io vs Klaviyo
A detailed, side-by-side comparison of Customer.io and Klaviyo. We compare features, pricing, ease of use, and value for money to help you make the right choice in 2026.
Reviewed by the Ikaroa team · Last updated: March 2026
Quick Verdict
Klaviyo edges ahead overall with a rating of 4.5/5. However, Customer.io (4.3/5) may be the better fit if you prioritise SaaS and product-led teams wanting event-driven, behaviour-based marketing automation. Read on for the full breakdown.
Customer.io vs Klaviyo at a Glance
Customer.io
★ 4.3Customer.io is a marketing automation platform built for tech-savvy teams. It excels at event-driven messaging, allowing you to trigger emails, push notifications, SMS, and in-app messages based on user behaviour. Popular with SaaS companies and product-led growth teams for its flexibility and developer-friendly approach.
Starting from: £79/month
Best for: SaaS and product-led teams wanting event-driven, behaviour-based marketing automation
Read full review →Klaviyo
★ 4.5Klaviyo is the email and SMS marketing platform of choice for e-commerce businesses. Deeply integrated with Shopify, WooCommerce, and other e-commerce platforms, it uses customer data to power highly personalised email and SMS campaigns that drive revenue. Known for its powerful segmentation, predictive analytics, and revenue attribution.
Starting from: £0/month
Best for: E-commerce businesses wanting data-driven email and SMS marketing
Read full review →Customer.io vs Klaviyo Feature Comparison
Here is how Customer.io and Klaviyo compare across the features that matter most. We have tested both platforms extensively across client implementations.
| Feature | Customer.io | Klaviyo |
|---|---|---|
| Free Plan Available | No | Yes |
| Starting Price | £79/month | £0/month |
| Best For | SaaS and product-led teams wanting event-driven, behaviour-based marketing automation | E-commerce businesses wanting data-driven email and SMS marketing |
| Our Rating | 4.3/5 | 4.5/5 |
| Mobile App | Limited | Limited |
| Email Marketing | Yes | No |
| Automation | Limited | Yes |
| Reporting | Basic | Basic |
| Integrations | Limited | Limited |
| API Access | Yes | Limited |
| Ikaroa Exclusive Discount | N/A | N/A |
Customer.io vs Klaviyo Pricing
Pricing is often the deciding factor. Here is a full breakdown of what each platform charges at every tier:
Customer.io Pricing
Essentials
£79/month
- ✓5,000 profiles
- ✓Email & in-app messages
- ✓Segmentation
- ✓Workflows
Premium
£950/month
- ✓Unlimited profiles
- ✓All channels
- ✓Custom objects
- ✓Dedicated success manager
Enterprise
Custom
- ✓Everything in Premium
- ✓SLA
- ✓HIPAA compliance
- ✓Custom implementation
Klaviyo Pricing
Free
£0/month
- ✓250 contacts
- ✓500 email sends
- ✓150 SMS credits
- ✓Core features
£16/month
- ✓500 contacts
- ✓5,000 emails
- ✓A/B testing
- ✓Automation flows
Email & SMS
£52/month
- ✓500 contacts
- ✓5,000 emails
- ✓1,250 SMS credits
- ✓Automated SMS flows
Not sure which to pick?
Our team has implemented both Customer.io and Klaviyo for clients. We can help you decide based on your specific needs.
Customer.io Pros and Cons
✓Pros
- •Excellent event-driven automation
- •Very flexible and developer-friendly
- •Strong segmentation capabilities
- •Multi-channel messaging
- •Good documentation and API
✗Cons
- •Requires technical knowledge to maximise
- •Expensive for smaller teams
- •No built-in CRM
- •Steep learning curve for non-technical users
- •UI could be more intuitive
Klaviyo Pros and Cons
✓Pros
- •Best-in-class e-commerce integrations
- •Powerful predictive analytics and segmentation
- •Excellent revenue attribution reporting
- •Deep Shopify integration
- •Strong template library for e-commerce
✗Cons
- •Expensive as contact list grows
- •Steep learning curve for beginners
- •Overkill for non-e-commerce businesses
- •Free plan is very limited
- •SMS pricing can add up quickly
Our Verdict: Customer.io vs Klaviyo
Both Customer.io and Klaviyo are solid options, but they serve different needs. Having implemented both for multiple clients, here is our recommendation:
Choose Customer.io if you need SaaS and product-led teams wanting event-driven, behaviour-based marketing automation. With a starting price of £79/month and a rating of 4.3/5, it offers excellent event-driven automation.
Choose Klaviyo if you need E-commerce businesses wanting data-driven email and SMS marketing. Starting at £0/month with a 4.5/5 rating, it excels at best-in-class e-commerce integrations.
Still not sure? Talk to the Ikaroa team. We have helped hundreds of businesses make this exact decision, and we are happy to point you in the right direction.
🎁 Get either product at a discount through Ikaroa Partners
Consider Open Doors Instead
Why choose between Customer.io and Klaviyo? Open Doors gives you the best features of both in one platform, for less. It is an all-in-one CRM with email marketing, SMS, funnels, booking, invoicing, automation, and more, starting at just £97/month with unlimited contacts.
Need implementation help?
Ikaroa can set up Customer.io or Klaviyo for your business, migrate your data, and train your team. We have done it dozens of times.
Free consultation. No obligation.