Friendly Is Profitable & Over 1 Million Emails Sent
Open Startup Report June 2021

We are profitable for the first time, our customers sent over one million emails and we released the first open source software of our own: welcome to our Open Startup Report for June 2021.

June at Friendly in the Numbers

  • 💵 MRR (Monthly Recurring Revenue): CHF 10,321 | ~$11,269 (+1%)
  • 👩 Active customers: 75 (+7%)
  • 💔 Monthly customer churn: 4% (-40%)
  • 👋 New Trials: 12 (-)
  • 🔎 Website Visits: 2,726 (-42%)
  • 📮 Emails sent (Automate): 1,170,051 (+110%)
  • 📈 Pageviews tracked (Analytics): 326,977 (-27%)
  • 💸 Costs: CHF 10,183 | ~$11,117 (-3%)
  • 🧾 Profit and Loss: CHF 138 | ~$150 (Last month -$337)

This is what moved us in June:

Friendly is profitable for the first time!

For the first time in the history of Friendly, our monthly recurring revenue exceeded our costs. It took us 16 months to get there since our foundation in February 2020.

Revenue in June increased slightly by +1%, at the same time our costs decreased by -3%, mainly due to less expenses for freelancers.

This does not mean that we are on a bed of roses. We will soon be hiring another part-time employee for support. And revenue is also subject to fluctuations. Nevertheless, it is a nice milestone success and demonstrates that the business model is working.

Here are all our costs in June in detail:

Over one million emails sent

In June, we sent more than one million emails for the first time on behalf of our Friendly Automate customers – 1,170,051 to be exact!

Our bounce rate (undeliverable emails) is currently at a very low 0.10% and the complaint rate at a good 0.08%.

Both contribute to the fact that the e-mails of our customers have a very good deliverability, so that they really reach their recipients.

We released the first open source software of our own

At Friendly, we are fans of open source. All of our tools are based on it. So we benefit from developers sharing their code with the community.

This concept works when everyone contributes. That’s why we support the open source projects we use. So far we did this by donating, working in project teams and providing support in the official forums.

In the case of Mautic (the basis of Friendly Automate), this has even earned us official partner status – as one of only six companies worldwide.

We are proud to announce that in June we were able to release our first own software as part of the Mautic open source ecosystem.

The Mautic Multi Domain Plugin improves email deliverability for companies using multiple domains.

Use cases include the utilization of different country domains, such as for Switzerland and for Germany. Another use case is companies that operate with multiple brands, such as and

Without the plugin, only one domain could be chosen for the system links in e-mails – for example, the links to unsubscribe. This was disadvantageous if the sender was e.g. but the unsubscribe link led to Also, as mentioned, this is detrimental to deliverability.

With the plugin, the system links automatically correspond to the domain from which the email was sent.

In this talk from Mautic Conference Global 2021, our Joey introduces the plugin and gives advice for companies that have a multi-domain setup.

The plugin is available under the free MIT license on Github since mid-June.

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