Rebuilding customer engagement from first principles

We're building maxclicks to end mass communication. Our ambition is simple: every message should be written for the person reading it.

Getting there means rebuilding the path from customer context to customer communication: how a campaign understands a person, decides what comes next and writes the message.

maxclicks is an agentic customer engagement platform, built from scratch around that idea. We're starting with email.

Question the starting assumptions

We're questioning requirements inherited from software designed twenty years ago, when people had to configure each audience, branch and message variant. Agents can now take on that work. That changes what a customer engagement platform can be.

Before we build a feature, we ask what the marketer is trying to achieve and whether the original constraint still exists. That is what building from first principles means to us. It reaches into the data model, the campaign builder and the way messages are produced.

Give customer context a foundation

A useful message depends on more than a contact's name. It may need their account, their activity and the relationship between them. We built the data model to connect those facts.

Evaluated attributes let marketers define what those facts mean. Describe “the number of projects this person has created” in plain language. AI generates reusable logic; the platform saves the definition and calculates the answer when that field is requested, using the records available then.

The same business definition can inform an audience, a journey or an email. Marketing can work with the context its ideas need.

An AI runtime for personal messaging

maxinja, our AI marketing agent, builds and refines audiences, emails and workflows from your goal. You can open the saved work, inspect it and direct the next change.

AI also has a role while a campaign runs. In a first-project journey, a Query step can check whether the person created a project after a wait. An AI step can interpret their selected goals and activity, returning guidance for the branches and messages you configure.

Making that personal message possible meant rebuilding our rich email editor from the ground up. We designed the editor around the Adaptyle engine, with an AI runtime that writes for each recipient as their email is prepared for delivery.

The difficult part was making those pieces work together. The model needs enough customer and brand context to write personally, while staying within token limits on how much it can read and write. The email's design and content outside the chosen AI regions must survive that process intact. Every extra token and second of generation time adds up across a campaign. Those constraints shaped both the editor and the runtime from the beginning.

You place instructions in the subject or body regions that should adapt. Adaptyle writes those regions at send time using the recipient's selected context and your brand guidance. One reusable design becomes the foundation for personal messaging at scale.

For example, one signup might need a first project for a product launch; another, for customer research. The same campaign can explain a different next step to each, while essential offers, prices and links stay fixed.

Built with marketers

We've interviewed many marketers while building maxclicks. Those conversations are part of how we examine each requirement and understand the decisions marketers need to make.

Their judgment should shape the campaign. The platform should help put that judgment into practice for each person receiving it.

We're ready to show the world what we're building. Come see maxclicks, and tell us what personal communication should look like for your customers.