Ortto

4.5 (735 reviews)

Marketing Automation , Email Marketing , Automation

A unified customer data platform and marketing automation suite that excels at triggering multi-channel journeys based on real-time product and billing data.

Best for scaling SaaS teams needing to sync product usage with marketing, but likely too expensive and complex for simple email newsletters.

Crm Marketing Automation Email Analytics Personalization Saas Workflow Automation Lead Generation

Analysis based on product data, pricing structure, traffic signals, and public user sentiment.

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Who Should Use Ortto?

Typical users

Growth marketers and product managers at B2B or SaaS companies with 20-200 employees who need to automate lifecycle stages.

Maturity fit

scaling to advanced

Choose this if…

Your marketing triggers depend on data from Stripe, Salesforce, or your own product database.
You want a visual, drag-and-drop journey builder that handles complex branching logic.
You need to unify customer data from multiple silos without hiring a dedicated data engineer.

Skip this if…

You only need a basic tool for weekly newsletters or simple automated sequences.
Your budget is under $500/month; the entry price point is significantly higher than standard ESPs.
You lack the technical resources to properly set up data tracking and API integrations.

About Ortto

Ortto is a Customer Data Platform (CDP) and marketing automation tool that rebranded from Autopilot to focus on data unification. It exists to bridge the gap between customer data (what users do in your app) and marketing execution (the messages they receive).

What it actually does

It ingests data from various sources, creates a single view of the customer, and allows teams to build automated journeys across email, SMS, and in-app messages. It also provides built-in analytics to track how these journeys impact revenue and retention.

What makes it different

Unlike standard email tools, Ortto is built on a CDP architecture, meaning it treats data synchronization as a core feature rather than an afterthought. Its visual journey builder is more intuitive and flexible than the rigid automation workflows found in legacy CRM platforms.

Visual customer journey mapping Multi-source data synchronization Behavioral segmentation Email, SMS, and in-app messaging Revenue and conversion attribution A/B testing for automated sequences AI-powered content and subject line generation

Ratings across the web

4.5 (735 reviews)

G2 623 reviews

4.5/5

Capterra 112 reviews

4.6/5

Ratings aggregated from independent review platforms.

Key Features

Visual Journey Builder

Allows users to map complex customer paths with logic gates and delays using a canvas interface.

Native Data Integrations

Connects directly to Stripe, Recurly, Salesforce, and Snowflake to trigger actions based on billing or CRM changes.

Playbooks

Pre-built templates for common SaaS scenarios like trial-to-paid conversion or churn recovery.

Custom Activities

Tracks specific user actions within your application to trigger hyper-personalized messages.

Universal Search

Enables quick lookup of individual customer profiles to see their entire history of interactions across all channels.

Capture Widgets

Built-in pop-ups and forms that feed directly into your segments and journeys.

Talk (Live Chat)

An optional add-on for real-time customer support that shares the same data profile as the marketing tools.

Pricing

Popular

Professional

$509 per month (billed annually)

2,000 marketing contacts
8,000 monthly tracked activities
Email and SMS support
Visual journey builder
Basic analytics

Business

$849 per month (billed annually)

5,000 marketing contacts
20,000 monthly tracked activities
Priority support
Advanced reporting
Custom domain support

Enterprise

Custom per month

Custom contact limits
Unlimited activities
Dedicated account manager
SAML SSO
HIPAA compliance options

Pricing checked 6 months ago

Pricing guidance

Best plan for most users: The Professional plan is the standard entry point for most SaaS companies, providing enough contacts and activities to manage a growing trial-to-paid funnel.

Free plan enough? No — Ortto offers a 14-day trial, but there is no permanent free tier for marketing automation features.

Upgrade when:

When you exceed 2,000 marketing contacts
When your monthly tracked activities (MTAs) exceed the 8,000 limit
When you need advanced features like custom domains or priority support

Watch out for:

Monthly Tracked Activities (MTAs) can be consumed quickly by high-frequency events.
SMS credits are not included in the base price and must be purchased separately.
The 'Talk' live chat feature is a paid add-on.

Premium positioning justified by its dual role as both a CDP and an automation engine.

Pros & Cons

Strengths

Superior data unification
It handles the 'identity resolution' problem well, merging data from different platforms into a single profile without manual CSV uploads.
Highly intuitive UI
The visual builder is one of the best in the market, making it easy for non-technical marketers to build sophisticated logic.
Deep SaaS-specific integrations
The native Stripe integration is particularly strong, allowing for immediate triggers when a payment fails or a subscription changes.

Weaknesses

High entry cost
The starting price is a significant jump from competitors like Mailchimp or ActiveCampaign, making it inaccessible for early-stage startups.

Affects: Bootstrapped startups and small businesses
Complex 'Activity' billing
Pricing is tied to both contacts and 'Monthly Tracked Activities,' which can lead to unpredictable costs if your app has high user engagement.

Affects: High-volume B2C apps
Steep learning curve for data setup
While the UI is easy, setting up the initial data schema and custom activities requires a solid understanding of your data structure.

Affects: Non-technical marketing teams

Real User Sentiment

Users generally praise the platform for its flexibility and visual interface but express frustration over the pricing model changes since the rebrand.

Users tend to like

The ease of building complex, multi-step journeys
The speed of the user interface compared to HubSpot
The ability to see a comprehensive timeline of every customer action
Responsive customer support for technical issues

Users commonly complain about

The high cost for small contact lists
The complexity of the 'Activity' based pricing
Occasional bugs in the email editor
Limited flexibility in the built-in reporting dashboards

Recurring tradeoffs

You trade lower cost for better data integration; it's more expensive than an ESP but cheaper than a standalone CDP plus a separate marketing tool.

Happiest users

Marketers at B2B SaaS companies who need to automate onboarding and retention based on product usage data.

Often frustrated

Small business owners or bloggers who find the platform's price and feature set overkill for basic email needs.

Use Cases

SaaS Onboarding

Triggering specific emails and in-app messages based on which features a new user has or hasn't used.

Churn Prevention

Identifying users whose activity has dropped and automatically sending a re-engagement offer or SMS.

Trial-to-Paid Conversion

Using Stripe data to stop marketing sequences the moment a user upgrades to a paid plan.

Lead Scoring

Assigning points to leads based on website visits and document downloads to alert sales teams via Slack.

E-commerce Recovery

Sending personalized SMS reminders to customers who abandoned a high-value cart.

Frequently Asked Questions

How much does Ortto cost for a small list?

Ortto is not budget-friendly for small lists. The Professional plan starts at approximately $509/month (billed annually) for up to 2,000 contacts. If you have fewer than 1,000 contacts and don't need CDP features, competitors like MailerLite or ConvertKit are significantly cheaper.

What is the difference between Ortto and Autopilot?

Ortto is the evolved version of Autopilot. While Autopilot focused primarily on visual email automation, Ortto adds a Customer Data Platform (CDP) layer, better analytics, and more robust integrations with billing and product data tools.

Does Ortto replace a CRM like Salesforce or HubSpot?

Not entirely. While Ortto has CRM-like features (customer profiles, activity tracking), it is designed to work alongside a sales CRM. It excels at marketing automation and data unification rather than managing a sales pipeline or manual outreach.

What are 'Monthly Tracked Activities' (MTAs)?

MTAs are actions that Ortto tracks, such as an email open, a page view, or a custom API event (like 'Plan Upgraded'). Every plan has a limit on these activities, and exceeding them can lead to overage charges or the need to upgrade your plan.

Can I send SMS with Ortto?

Yes, Ortto supports SMS as part of its multi-channel journeys. However, you must pay for SMS credits separately, and pricing varies depending on the destination country of the recipient.

How does Ortto compare to Klaviyo?

Klaviyo is heavily optimized for e-commerce (Shopify/Magento), while Ortto is better suited for SaaS and B2B companies. Ortto's journey builder is generally considered more flexible for non-linear paths, whereas Klaviyo excels at product recommendations and retail-specific data.

Why trust this page?

This evaluation combines product positioning, pricing analysis, traffic and market signals, and public user sentiment into a single decision-support page. Content is generated editorially — not copied from the vendor's website.

Funding & Company

Founded

2015

Stage

Acquired

Total Raised

$35M

Latest Round

Series B (Jun 2017)

Notable Investors

Canva Salesforce Ventures Blackbird Ventures Rembrandt Venture Partners

Ortto, formerly Autopilot, raised a total of $35 million in venture capital before being acquired by visual communication giant Canva in April 2026. This acquisition provides Ortto with significant financial stability and resources, integrating it into a major enterprise ecosystem.

Full funding report high confidence

Market Signals & Traffic

Estimated visits, global rank, geography, traffic sources, monthly visit trends, and organic search keywords (Similarweb)—on a dedicated page built for depth and search.

Estimated visits: 63,113
Global rank: #569,553
Snapshot: Apr 2026
Traffic trend: Surging