Idun Blue vs Kit — your mailing list and the rest of the business for one price
Kit is built for email and costs $33/mo at just 1,000 subscribers. Idun Blue gives you mailing list, courses, website, community, bookings and Idun AI in one workspace. Free during the beta, then SEK 1,000/mo.
Checked Aug 21, 2026
The Verdict
Kit is an email-first creator platform. The free plan gives you one visual automation and one sequence, Creator costs $33/mo and Pro $66/mo at 1,000 subscribers on annual billing. Idun Blue keeps the mailing list, broadcasts, sequences and automations in the same workspace as courses, website, community, bookings, events, podcast and invoices, for one price. A purchase or a finished lesson can start the right email straight away, with no integration in between. Idun AI writes the drafts, and you can connect your own ChatGPT or Claude.
Kit pricing and plans last checked Aug 21, 2026 against Kit's own pages. Kit's live pricing table showed Creator at $33/mo and Pro at $66/mo for 1,000 subscribers with annual billing on 21 August 2026. A separate Kit help article still stated starting prices of $39/$79; verify the checkout price for the chosen billing cycle. The free plan requires a Kit-managed Recommendation slot and limits visual automations and sequences.
Feature-by-Feature Comparison
| Feature | Idun Blue | Kit |
|---|---|---|
| Email broadcasts and sequences | ✓ | ✓ |
| Tags and segmentation | ✓ | ✓ |
| Visual behavioural automations | ✓ | ✓ |
| Free plan | ✗ | ✓ |
| Creator recommendation network | ✗ | ✓ |
| Advanced deliverability reporting | ✗ | ✓ |
| Courses and member community | ✓ | ~ |
| Bookings, events and coaching | ✓ | ~ |
A ~ in the Idun Blue column means the feature is in the platform but switched off by default — you turn it on under Settings → Features. Rows where Kit's own pricing page neither confirms nor denies a feature have been left out entirely.
The short version
Kit is built around email. In Idun Blue, email is built into the same system as courses, payments, bookings and members. When someone buys, books or finishes a lesson, the mailing list knows straight away.
Current Kit pricing
Kit’s official pricing page was checked on 21 August 2026. Its table showed:
- Newsletter: $0, up to 10,000 active unique subscribers, unlimited landing pages, forms and broadcasts, with one basic visual automation and one sequence. The free plan requires a Kit-managed Recommendation slot.
- Creator: $33 per month for 1,000 subscribers when billed yearly, with unlimited visual automations and sequences, apps and 24/7 email/chat support.
- Pro: $66 per month for 1,000 subscribers when billed yearly, adding deeper engagement, deliverability, collaboration and reporting features.
Kit’s separate help page still mentioned $39 and $79 starting prices. Use the live Kit pricing calculator for the subscriber count and billing cycle you will buy.
Kit also has a recommendation network, referral options, local-time sending and deliverability and subscriber reporting on the higher plans.
Idun Blue is free during the beta and then costs SEK 1,000 a month excl. VAT, for the whole platform. We take a 0% platform fee: payments go to your own Stripe account and you pay only Stripe’s fees.
Where Idun Blue does more
Idun broadcasts, sequences, forms, tags, segments and automations share the contact record used by checkout, courses, community, events and bookings. Triggers include purchases, enrolment, lesson or course completion, quiz results, forms, page visits and booking changes. A saved filter such as “bought the course but has not started module 2” is correct the moment you look at it.
You stop copying tags between the email tool and the course platform. And you get more than email: courses, website, community, bookings, Instagram planning and link in bio are included from the start, and you switch on podcast, events and invoices when you need them.
Idun AI works in your workspace. Ask it to write a welcome sequence based on your course or to shorten a broadcast. The result is saved as a draft, and you decide what gets sent. If you would rather use your own ChatGPT or Claude, connect it through Studio for Mac or as an MCP client.
Switch to Idun Blue if
- you pay for Kit and also for a course platform, a booking service or a site builder. Idun Blue includes all of that for one price.
- you want your emails to react to what your customers do: purchases, bookings, course progress and forms, with no integration in between.
- you want AI to write the drafts of broadcasts and sequences from what is already in your business.
- you charge for courses and want the money to go straight to your own Stripe account with no platform fee.
- you want Studio in Swedish and servers in the EU.
Idun Blue opens to more creators as the beta grows. Join the waitlist and we will be in touch.
Keep reading
- FeatureEmail & automationsBroadcasts, multi-step sequences and automations triggered by purchases, tags and course progress — in the same system as everything else.
- FeatureAutomationsLet purchases, forms, bookings, tags and course progress start email, access and follow-up in clear workflows.
- FeatureFormsBuild signup, contact and application forms that create a contact, store the response and start the right follow-up.
- GuideEmail marketing for course creators: earn the inboxBuild a permission-based email programme that helps before it sells, supports course launches and respects consent, deliverability and reader attention.
- GuideEmail automation for creators: build reliable journeysDesign consent-aware email automations from triggers, states and exit rules — with practical journeys for leads, customers and members.
Thinking about moving from Kit?
Moving courses, members and content is real work, and we do it together with you. Get in touch and we'll walk through what your move would actually involve before you decide anything.
Want to see Idun Blue from the inside?
We'll show you the platform and be clear about what Kit does better. Join the waitlist for the first external workspaces.
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