My Favorite Product Launches of 2025: A Year in Review

I've spent the better part of six and a half years at Sendoso working across support, solutions, and now I lead product. I've seen every layer of this platform—the good, the frustrating, and everything in between. 2025 was the year we finally tackled some of those long-standing pain points while pushing the boundaries of what's possible with AI-enhanced gifting.

At the start of the year, we set out with four clear themes that would guide our roadmap:

Customer Delight — We needed to reduce friction in our core flows for both senders and recipients. Too many steps, too many barriers, not enough magic.

New User Journeys — A unified catalog experience, deeper integrations with the tools teams already use, and smarter automation workflows were non-negotiable.

Differentiate and Expand — We launched an entirely new channel with print mail, continued our AI roadmap, and pushed product-led growth in ways that fundamentally changed how users experience Sendoso.

Internal Improvements — We turned manual work and exceptions into automations, tackled critical system updates, and in May, we joined forces with Postal to expand our global footprint, capabilities and expertise.

Looking back, I'm incredibly proud of what the team built this year. Here are my five favorite launches—the ones that kept me up at night in the best way possible.

1. Smart Delivery: Addresses Are No Longer a Blocker

Let's be honest—one of the most frustrating things about gifting has always been addresses. You want to send someone a gift, but you don't have their address. You're either stuck or awkwardly waiting for them to confirm their address. No true surprise and delight moment. Not anymore.

Smart Delivery uses AI to dynamically find verified addresses, so you can send without that information upfront. We're hitting over 85% accuracy on high-confidence addresses, and we're approaching our first 10,000 sends with this technology. That's a game-changer.

“Our pilot with SmartDelivery opened fresh use cases for gifting and direct mail with clear lift in discovery calls, opportunities, and pipeline. We started with limited segmentation and still saw results, which gives me confidence that future iterations will further expand our return. As a long-term advocate, I’ve seen Sendoso keep innovating their offering to enable more meaningful conversations. In a world of crowded digital channels, Sendoso offers a creative way to break through - now amplified by SmartDelivery." - Rob Willingham Director of Marketing at Lexis Nexis

What makes this even better? It pairs perfectly with our Postcards launch. You can now send a low-cost, personalized postcard without knowing where someone lives. The barrier to entry for creating human connection just dropped to near zero.

2. Postcards: The Perfect Bridge Between Digital and Physical

Postcards were a new channel for us in 2025, and honestly, they've exceeded expectations. Response rates for postcards are on average 30 times higher than email, and when you combine that with Smart Delivery, you've got a no-brainer play for marketers dealing with digital fatigue.

What I love about postcards is their versatility. You can use them for pre-event invites with QR codes, post-event follow-ups, ABM plays, or just maintaining consistent touchpoints without the high per-piece cost of dimensional mailers. They're the cost-effective middle ground between eGifts and premium packages—and they work.

We made personalization fast and easy, which was critical. No one has time to manually design 500 postcards. With Sendoso, you can dynamically personalize them at scale and track everything back to your CRM. That's the kind of efficiency that makes a channel viable for revenue teams.

3. New Campaign Experience and Recipient UX: Finally

This one was personal.

Before this launch, creating a campaign in Sendoso was powerful, but... let's say "not ideal." You had to click through every single page of settings just to change one thing. You had to decide upfront what you were sending—one item, multiple items, and where those items came from. And as we opened up more catalog options, it was only going to get worse.

I've been at Sendoso long enough to have felt this pain firsthand in support and solutions. I knew we had to fix it.

The new campaign experience is a complete rethink. You no longer have to pre-commit to a sending structure before you even know what you want to send. The flow is intuitive, fast, and scales with complexity instead of fighting it. On the recipient side, we rebuilt the UX to make every touchpoint feel seamless, delightful, and on-brand for our customers.

This was one of those launches where the team—shoutout to the engineers who owned this from start to finish—identified unknown-unknowns along the way and optimized as they went. The result? A product that fundamentally changed how senders and recipients interact with Sendoso.

4. New Navigation: Setting the Stage for What's Next

As Sendoso continues to add new tools and expand capabilities, we needed to make it easier for users to find what they need based on the actions they take. The old navigation structure worked when we were a simpler product. But in 2025? Not so much.

This wasn't just about making things look cleaner (though that's nice). It was about preparing for future growth. We heard loud and clear from customers that they wanted an easy-to-digest experience. The new navigation delivers on that by organizing the platform around user intent, not just features.

It's one of those updates that doesn't scream "look at me!" but makes everything else we build better. Good information architecture is invisible—until it's not there.

5. Postal Acquisition: Expanding Our Global Footprint

In May, we acquired Postal, uniting the two top players in the global gifting and direct mail space. This wasn't just an acquisition—it was a strategic move to give our customers unmatched global scale, world-class CX, and enterprise-grade security.

Postal was ranked #34 in Deloitte's fastest 500 growing technology companies in the U.S., and their intuitive interface, People Ops solutions, and curated branded swag capabilities are a perfect complement to what we've built at Sendoso.

Internally, this acquisition has accelerated our roadmap in ways I'm genuinely excited about. We're leveraging an unmatched gifting database, we've brought some of the best minds in gifting under one roof, and we're already seeing the benefits in faster innovation cycles and smarter product strategy.

For customers, this means expanded infrastructure, enhanced AI, more international gift choices, greater pricing efficiency, and a faster pace of innovation. We're making omnichannel personalization easier than ever.

What's Next for 2026

I mentioned we're knee-deep in the water with AI. In 2026, we're going even deeper.

We're expanding SmartSuite to deliver better personalization and better results. That means adding conversational data to get those truly human moments into our recommendation engine. We're giving customers more signals for when they should be sending—not just what to send or what to say.

We're also going deeper with integrations to power the "right time to send" logic. The goal is simple: make gifting and direct mail work like performance marketing—smarter, simpler, and built for scale.

One thing I've learned over the years at Sendoso is that building great products isn't just about features. It's about understanding the pain, digesting the ideas, and making them executable. It's about turning manual work into automation. It's about creating experiences that feel personal at scale.

2025 was a year of executing on that vision. 2026? We're just getting started.

Want to see these features in action? Book time with our team or sign up to try Sendoso today.