On November 5, 2026 Awesome Motive acquired Drip. In the announcement, Syed Balkhi shared that more than 6,000 brands run on Drip and they have earned more than $1.5 billion US dollars in revenue attributed to Drip emails.
The underlying thinking behind this is that advertising costs keep increasing, traffic from social keeps going down, AI is changing how people find businesses, but your email lists and your SMS list are direct ways to reach customers. They are not rented, you don't depend on social platforms or changing search algorithms. People of Awesome Motive believe that in the AI era that matters more than it ever has. Being the tool companies use to manage customer relationships becomes more valuable.
AI makes it easier to build products and publish content. Getting people's attention is getting harder though. That makes the tools businesses use to build customer relationships (like email and SMS marketing) much more valuable.
Winning the first visit is becoming harder because AI now gives the answers people used to find on the web. So it matters more to turn more of the fewer first visits you get into continuous relationships.
The MCP connector is an interesting signal of where the platform could go: connect ChatGPT, Claude, or any of your favorite AI tools to Drip and then ask them any questions about customer data or email marketing or SMS marketing. In a way that turns it from being a tool to more of a service, because you'll be able to just tell your AI assistant: Find people in my list who are due for a repeat purchase, draft up an offer and prep a campaign for approval.
AI assistants will do more marketing tasks in the future, and my guess is that Drip is positioning itself to become part of the infrastructure these assistants will use.
Mogens Møller will stay on to run Drip as an independent brand like they do at Awesome Motive, and they said that nothing changes for existing customers of Drip. The team of Awesome Motive has been using Drip as customers for their email marketing for many years already. They also acquired Sleeknote, a conversion optimization tool that helps companies get more email signups and sales from the traffic they're getting, and it's free for all users on Drip.
Drip was originally started by Rob Walling and Derrick Reimer many years ago, and back when I was running the marketing at Close, we were using Drip too, and it was a great product already back in the days. Drip, or GetDrip, as it was known back then, grew fast and was entirely bootstrapped and profitable. In 2016 Leadpages acquired Drip and then shifted its focus away from software founders and content creators toward e-commerce brands, putting it into direct competition with Klaviyo. Rob and Derrick stayed on until around 2018, and in the coming years they separated from Leadpages as core operations and operated as a standalone specialized e-commerce marketing platform. They also acquired Sleeknote, a pop-up and lead capture tool, which is when Mogens Møller, co-founder and CEO of Sleeknote joined, and in November 2025 became CEO of Drip.
And Awesome Motive has not only been a customer of Drip, but they have also been one of the top affiliates. They've seen that many of their customers are very happy Drip customers.
Awesome Motive already knows Drip as both a customer and a source of affiliate revenue. They also have an audience of business owners who could use the platform. So there's a strong commercial logic in that acquisition, and I'm excited to see whether they can turn Drip into the infrastructure businesses use to put AI to work on their customer relationships. The MCP connector opens the door, and it will be interesting to see how they will try to make businesses and their AI assistants choose them over their competitors.