Our story
Our story started in 2020 when I noticed an ever-growing array of business tools, each promising to be the best.
It was increasingly difficult to pick the most suitable one for any particular use case.
Were they all really living up to their hype?
Ten years in software product management had sparked my curiosity about software solutions and how they can make our lives easier.
The more I explored, the more I realized I had valuable insights to share.
Insight about what makes software useful, valuable and ultimately helping businesses succeed.
There was certainly a lack of a systematic way to evaluate business software in an unbiased and comparable way.
What makes different tools stand out? What makes them uniquely valuable? and what is just hype?
So, I reviewed all types of business tools – webinar software, social media tools, email marketing platforms, VPNs, CRMs, SEO tools, AI writers – everything.
Along with that, I wrote articles about what I learned. I documented my learnings.
I compared features, pointed out the pros and cons, and shared my honest thoughts. My cringy YouTube videos are a testmatent to that.
But ultimately email outreach software captured my attention more tightly than anything else. My past experience in sales and cold outreach gave me a unique understanding of these tools. I knew what people needed from them.
So, I decided to focus on email outreach software. I explored every detail, compared them against different outreach use cases, evaluated the unique features and went in great detail in understanding them and making them work.
Ultimately, we have grown from reviewing software to building software.
And our advantage is that we have learned from all of the best email outreach tools on the market, to know what to avoid, what to improve on, and where the industry is headed.
Erkki Muuga, founder
Our mission
Email outreach is evolving—and for good reason.
Major platforms like Google, Microsoft, and Apple are tightening deliverability standards to reduce spam and push for more relevant, human communication.
Our mission is to make SEO outreach more focused, respectful, and effective.
We want to help you build genuine connections with site owners, editors, and marketers—not spam them with generic link requests.
We believe link building outreach shouldn’t be thoughtless or one-sided.
It should be driven by real value—offering something meaningful in exchange for every backlink you request.
Our goal is to help your website earn high quality links from authoritative domains through clear, targeted, and respectful outreach.
We do this by creating structured campaigns that lead with value, respect the recipient’s time, and build long-term relationships.
No fluff, no empty pitches—just relevant, well-timed messages that make sense in context.
We believe this is the future of link building: outreach that earns attention, not demands it.
Our team
founder
Erkki has over 10 years of experience as a software product manager and a proven track record in building and growing SaaS products.
He has a keen eye for key differentiating factors and spotting truly valuable software features that enable business use cases.
When Erkki is not working, you can find him in the gym lifting heavy stuff or on the dancefloor making some moves.
outreach and software expert
Edgar is a skilled software developer with a passion for building and evaluating software products.
His expertise in software development enables him to provide in-depth evaluations of software products. He can draw out insights about features, functionality and user experience.
Edgar also loves hiking and learning about SEO, sales and marketing trends.
advisor
Taavi is the co-founder of Holini, a leading marketing agency that specializes in working with SaaS products and B2B tech companies.
His insights and guidance have proven to be invaluable for structuring and offering practical advice and actionable insights that help businesses to improve their marketing strategies and drive growth.
When he’s not digging deep into data, he is most likely at the gym or bungee jumping.
Get in touch
If our story resonates with you, then get in touch with us.
Let’s see how we can help you reach your prospects and help them understand the value of your product for their use case.