Company case study
Behave
Behave is an email subscription tool designed to help businesses manage their email marketing efficiently. It came up on My First Million, hosted by Sam Parr and Shaan Puri, in the episode "I went bankrupt...now I own a billion dollar portfolio" (aired July 22, 2025).
At a glance
| Podcast | My First Million |
|---|---|
| Hosted by | Sam Parr and Shaan Puri |
| Episode | I went bankrupt...now I own a billion dollar portfolio |
| Aired | July 22, 2025 |
| Revenue and traction | Listeners can receive 30% off using the code MFM30. |
| Category | SaaS |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
I went bankrupt...now I own a billion dollar portfolio · aired July 22, 2025 · hosted by Sam Parr and Shaan Puri
Why it works
It consolidates various email marketing tools into a single platform, making it easier for users to manage their email lists and campaigns.
The playbook
The tool was created based on internal needs of a successful email marketing team, which informs its design and functionality.
Also mentioned
Behave was developed by the team behind Morning Group, which scaled to four million subscribers.
Why this works now (our analysis)
Mailgun's API integration allows Behave to streamline email delivery, enhancing its value proposition for businesses seeking efficient email marketing solutions. To gain traction, Behave could utilize the Indie Hackers community to attract early adopters and gather feedback. The business faces a potential risk in customer acquisition costs, which may be high if users find it challenging to transition from their existing email marketing tools.