Optimite has been featured in Forbes India presents DGEMS 2025 Select 200
Optimite has been featured in Forbes India presents DGEMS 2025 Select 200
Optimite has been featured in Forbes India presents DGEMS 2025 Select 200Brick
Brick is a $59 NFC device that blocks distracting apps until you physically return to it and tap again. No subscription, no bypass, no software. A single-SKU consumer electronics brand with 35,000+ five-star reviews and coverage in Fast Company and The Washington Post.
18 months. 9 active flows. SMS built from zero. BFCM executed end-to-end. From 2,000 new subscribers a month to 200,000+; and a retention programme that keeps running.
Headline metric
$10.8M+
Total attributed revenue (flows + campaigns)
02 · Supporting
$1.5M+
Abandonment recovery: checkout, browse & site
03 · Supporting
$310K+
SMS revenue built from zero (Feb 2025)
04 · Supporting
1.08M
Engaged subscribers on list today
Brick is a consumer electronics brand founded in 2023 by TJ Driver and Zach Nasgowitz out of the University of Wisconsin–Madison. The product is a single $59 NFC device that removes distracting apps from your phone until you return to it and tap again. No bypass. No subscription. One purchase, lifetime access; with a 4.98/5 rating on Junip across 35,000+ five-star reviews and independent press in Fast Company and The Washington Post.
Brick is a single-SKU brand. There is no subscription, no consumable, no version to upgrade to. That shapes every lifecycle decision: a non-purchaser who doesn't convert this month may not convert at all. An existing buyer's lifetime value sits almost entirely in two outcomes; adding a $12 Mount or buying a second Brick for home when they already use one at work. Lifecycle marketing carries unusual weight on a brand like this. There is no natural repeat purchase to fall back on.
What Brick had before Optimite was strong product-market fit and an acquisition engine gaining fast momentum. Alia-powered popup capture and organic social were funnelling subscribers into the list at pace. The lifecycle infrastructure to convert and retain them at scale hadn't been built yet.
When Optimite joined in November 2024, Brick was adding roughly 2,000 new email subscribers a month. The flows were partially in place but the architecture was incomplete. SMS didn't exist as a channel. Post-purchase was touching over a million profiles and generating almost nothing. There was no campaign cadence built around audience segmentation or seasonal planning. The list was growing but the engine behind it wasn't built to convert at the volumes Brick was approaching.
The compounding wasn't happening. For a single-product brand where every non-purchaser conversion matters and every buyer's AOV is the ceiling of their lifetime value, the gaps were structural and urgent.
SMS was entirely absent; a high-intent, high-RPR channel completely untapped at a brand with strong direct customer relationships
Post-purchase reached 1.3M+ recipients and produced $0.05 RPR; no Mount cross-sell, no multi-unit angle, no AOV expansion on a brand with no natural repeat purchase
No campaign architecture; no NP/purchaser audience logic, no seasonal planning, no structured cadence to move the non-purchaser pipeline toward first purchase
The engagement opened with a full Klaviyo audit; every flow benchmarked against RPR standards, conversion rate norms, and structural gaps. What came back wasn't just underperforming emails. It was a map of missing infrastructure. That audit became the build plan.
Phase one was foundations: abandonment architecture, welcome sequence optimisation, deliverability hygiene. Phase two was channel expansion: SMS launched in February 2025, campaign cadence built with NP/purchaser splits and a seasonal calendar. Phase three was the retention and value layer: post-purchase rebuilt to expand AOV on a single-product brand, winback launched for lapsed contacts, and infrastructure scaled to support Brick's rapidly accelerating list growth.
Optimite operates as Brick's embedded retention team. Direct Slack channel. Direct ClickUp workspace. No layers, no account managers translating between us, no waiting on approvals.
Nine active flows, a full campaign calendar, and SMS built from scratch — running as one connected programme.
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The list that was adding 2,000 new subscribers a month when the engagement began now adds over 200,000 a month — 1.08 million engaged subscribers on a list funnelling through an architecture that didn't exist 18 months ago. Flows, campaigns, and SMS operate as a single connected programme across the full funnel.
Outcome at a glance
The abandonment infrastructure recovered over $1.5M that would have left the funnel. SMS, launched from nothing in February 2025, contributes $310K+. BFCM 2025 generated $787K+ in NP-targeted campaign revenue across a single two-week window. The post-purchase rebuild gave a single-product brand a genuine AOV expansion pathway; $195K+ since August 2025 from Mount cross-sell and multi-unit positioning that didn't exist before. The work continues.
Client quote pending — to be added before publishing.
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