25 years in personalization taught us one thing: when people feel seen, they buy.
John built, scaled and sold two personalization businesses, GettingPersonal and Yappy, before 'personalization' was a buzzword. Not as a consultant watching from the sidelines, but as a founder living the orders, the churn, and the moments that turned browsers into buyers and buyers into fans.
Inlights is what all of that became: personalized, animated hero content for every customer, built from the data brands already have, delivered through the platforms they already use. No developers. No new stack. Measured against a control, every time.
Not an agency. Not a platform. Something in between.
Agencies design the campaign. Platforms hand you software and a services contract. We turn up with the finished hero, made for every customer, live in your ESP in days.
Outcomes, not outputs
We're not here to fill your calendar with check-ins. We're here to ship work that moves people, and moves the number. If the lift isn't there, we keep working until it is.
Built by founders, for brand builders
Designed by people who've built, run and sold eCommerce brands, not product roadmaps. We know what it feels like when the numbers matter.
Simple pricing. No tricks.
Clear scopes. Clear outcomes. Clear value. We don't charge based on opens, because you can't measure them accurately anyway.
The evolution of making people feel something
2000s — eComm from zero
Built and scaled a personalised eCommerce brand where loyalty and returning customers were everything — from first order to acquisition. Launched in 2005 as GettingPersonal and exited to Card Factory in 2011. The obsession with making customers feel something started here.
2010s — Personalisation at scale
Launched Yappy — a brand built entirely around personalisation and image-based customisation. Built real fans, not just buyers. Grew a fiercely loyal customer base and exited in 2024. Proof that when people feel seen, they come back.
2020s — inlights.io®
Everything we learned — about emotion, loyalty, personalisation and what makes people act — channelled into one thing: cinematic, personalised email for the world's best brands. From 'send' to goosebumps. With the results to prove it.
The humans behind the goosebumps.
Small team. Enormous output.
John Smith
CEO & Founder
I’ve spent 26 years obsessed with one question: what makes someone choose you again? Not the discount. Not the free delivery. The feeling. The moment they opened something and thought ‘this brand gets me.’ At GettingPersonal, at Yappy, and now at Inlights — everything we’ve built has been in pursuit of that moment. Turning it from a lucky accident into a repeatable system. One email. One feeling. One fan for life. That’s the business case for emotion.
Simon Ward
Creative Director
Most email looks like email. Flat. Safe. Forgettable. Scroll past. My job is to make sure ours doesn’t. Every frame, every reveal, every micro-moment of movement is designed with intention — to interrupt the pattern and land something real. The best work we do doesn’t feel like marketing. It feels like a gift that happened to arrive in an inbox.
Operating principles
- •No boring emails. Ever. If it doesn't move you, it won't move the metric.
- •Emotion first; optimisation second. Feel something or scrap it.
- •Dopamine over deliverables. We're here for outcomes, not outputs.
- •Make it personal. Names, moments, context. Relevance is respect.
- •Show, don't tell. Prototypes beat decks.
- •Clients are partners. We win when you win.
Trusted by teams who care about retention
