This was Rule 2025

What a fantastic and eventful year we are about to close. A year when Rule goes from strength to strength. Strong updates as we build the platform further, AI is integrated as a natural tool and we set a growth strategy that lands well on all fronts!

This was Rule 2025

We have welcomed new stars to the team!

This year Rule has welcomed several new stars in the team. Both the marketing, tech and sales teams have been strengthened, and we are incredibly happy to welcome more driven, knowledgeable and committed colleagues. Together we are building an even stronger Rule with full focus on creating value for our customers, every day.

We will be Master Gazelle in 2025!

Building companies is rarely about quick shortcuts. It’s about people, about trust and about thinking long-term even when the pace is fast. Since the start of DI Gazelle 25 years ago, only around 1,400 companies have managed to qualify as Master gazelle. The fact that we are now one of them feels great and a confirmation that our way of building actually lasts over time.

Thank you to the team, customers and our partners who have been with us all the way. Let’s keep going. 💚

International expansion - towards Europe

2025 will be a year of international expansion for Rule. After our debut in the Danish market, we have taken the next step towards the UK and started up new and exciting collaborations. We continue to look towards Europe and additional markets where Rule can enter as a strong player. We and our platform are ready, and in January we will reveal the plan for the next country. Guess which one!

Updates and improvements in the platform

As always, our tech team has its ear to the ground and its eye on the future. By listening to our customers and staying ahead of the curve, we’ve continued to develop and scale the platform faster and better than ever.

We thought last year’s achievements would be hard to beat – but this year we have surpassed them. The updates launched are the biggest yet in Rule’s history. Here are some of the most important new features this year.

The world's best RCS editor goes live!

Our brand new RCS Editor allows you to create RCS messages in the same new interface as “The World’s Best Editor”, with support for images, carousels, text and clickable buttons. In the new RCS editor, users can build carousels with up to 10 cards, where each card can contain up to 4 buttons.
The platform automatically identifies which recipients can receive RCS, and ensures fallback to SMS for other recipients.

The RCS editor is a natural step in how Rule further develops the platform for future communication channels. During the year, a large number of companies signed up to be verified for RCS mailings and we are now the Swedish leader. The future is bright but above all it belongs to RCS!

We launch an analysis tool for RCS

This year we are taking a big step forward with RCS, both with a new editor but also with the launch of our new statistics page for RCS. Now it will be even easier to understand, follow up and sharpen each RCS campaign and with full control of the results and historical data that can actually be used. When RCS can also be received by iPhone users in early 2026, we and the platform are 100% ready to maximize the RCS channel.

Hello CHEFFY - our new AI agent 👋

Our customer support just keeps getting better and better and this summer we welcome our virtual colleague CHEFFY to the Rule platform. CHEFFY is trained on content from our web and knowledge bank and is an important step in how we continue to develop both the platform and the support experience to make everyday life smoother for our customers, around the clock .

Black Week - Highest capacity ever

Black Week 2025 was intense. The pressure on the platform was enormous, but Rule delivered exactly what our customers needed: stability, capacity and peace of mind when it mattered most.
Here are some figures that tell us something about the pace:

💥 250,000 emails sent in one minute

💥 3 million emails sent in one hour

💥 9 million SMS sent during the period

💥 One of Sweden’s largest RCS campaigns

We think this shows the strength of the platform and the ability of our customers to create relevant communications, even when the pace is fast.

Branding and PR

Training the communicators of the future

We are so happy to once again have the opportunity to be out in schools and lecture on digital communication and inspire the communicators of the future. During the year, we have met curious and committed students at, among others, IHM and the Media Institute, shared insights into email marketing and Marketing Automation and shown how Rule can become a natural part of their future toolbox.

Sharing our knowledge and contributing to the digital star communicators of the future is a natural part of Rule’s DNA and something that gives us lots of energy and inspiration in return.

Partnership with Swedma

During the year, we enter into partnerships and become members of SWEDMA – the industry organization for companies working with data-driven marketing. SWEDMA gives us the opportunity to share our knowledge in Marketing Automation and digital communication, while we in the network take part in current issues that affect both us and our customers.
Being part of SWEDMA helps us to keep up to date on guidelines and best practice, but also to contribute to driving important issues and helping to develop the industry.

Thought leadership - A focus area in 2025

PR and earned visibility are increasingly important and in 2025 we are taking clear steps to strengthen our position as experts in data-driven and digital communication.

We have been seen and heard in relevant contexts where the focus has been on sharing experiences, insights and perspectives on digital communication, AI, marketing automation, RCS and how the technology is used in practice.

Podcasts
Our own Sam Jahanfar is a valued voice in the industry and is a guest on several podcasts. Among other things, the Smarketing podcast, which focuses on the interaction between sales and marketing in modern organizations, E-commerce Talk, with conversations about RCS and Embrace Podcast, where the discussions revolved around the future of communication, technology and long-term value creation .

Events and stages
Several members of Team Rule have been invited to speak at various industry events during the year, sharing Rule’s journey, our learnings and our views on how marketing and communications continue to evolve. Sam has, among other things, talked about the power of omnichannel at Breakit’s and Svea Bank’s events.

During the year, we also continued to contribute as co-hosts of the Friends of E-commerce and were involved in the E-star Awards ceremony.

For the first time, we were also present in Almedalen.

We love events and 2026 looks set to be filled with even more meetings, conversations and activities with the industry. Hope to see you there!

Articles and editorial content
Rule has published several articles in, among others, Sales Effect, Svensk Handel and Företagande, where we shared concrete insights on SaaS marketing, sales strategies, customer journeys and how new channels such as RCS change how companies communicate. But also contributed with a debate article in Dagens Opinion where we question the numbers and attributed value which is used to measure the success of campaigns.

Partnerships and integrations

During the year, new partners have been added to an already strong line-up – an important strategic step to offer our customers even more seamless integrations and a stronger overall offering.

A success! Partner kick-off sets the tone for 2025

It was an unforgettable evening when, on a dark January Thursday, the office was filled to the brim with skiing-clad, lovely and committed partners. The theme was After Ski, and the atmosphere followed suit.
The evening offered new insights, lots of networking, many laughs and of course a competition. Just the way we like it.
We are incredibly happy and grateful to have such fantastic partners who offer themselves, always join in our craziness and who, together with us, continue to strengthen Rule’s offer.
Many thanks – and 2026 will be magical together with you! 💪✨

Fairs, events and webinars

In 2025, face-to-face meetings continue to be at the heart of Rule. From industry events, trade fairs and seminars to webinars and our own AWs, we have created opportunities for good conversations, knowledge exchange and new perspectives. Here are some of the meetings and occasions that added extra color to the year.

Did we go golf crazy in 2025?

You could almost believe it. During the year, we participated in three different golf events: the SJ Ryder Cup, the E-commerce Golf and the SVEA Golf. And yes, there is something special about hanging out with lovely people on the golf course and good conversations between shots. Now let’s just practice our swing some more … 😉

Meetings and inspiration at fairs

We have participated in several of the industry’s most important meeting places, both here in Sweden and internationally – including Bits & Pretzels in Munich and the e-commerce conference in Denmark. During the year, D-Congress was the event that stood out. Extra fun was when we got to step up on a packed H-stage and talk about Rule, our platform and how companies can use RSC. And perhaps most fun of all: that so many of you came by the stand afterwards to continue the conversation. It is a clear confirmation that what we build is relevant and in demand.

AI AW together with SWEDMA

The AI-AW that we organized together with Swedma in September was a successful evening filled with inspiration, concrete insights and really good conversations. We gathered customers, partners and industry colleagues to talk AI and the panel included Rule, Unseald, Startdeliver, Google and Women in Tech, which gave a broad and nuanced picture of how AI is used in practice today and where we are heading. More AI AWs are in the planning for 2026 🙂 Keep an eye out!

Ruler of the Month

Of course, we cannot summarize 2025 without thanking and acknowledging our wonderful customers. Without our customers, there would be no Rule.

We are incredibly happy to work with customers who not only use our platform, but who grow, challenge, and develop together with us.

That is why we have launched Ruler of the Month this year.
It is a way for us to highlight, celebrate, and recognize customers who dare to rethink, try new things, and use communication and our platform in a way that inspires others.

Thank you for building Rule together with us!

Ciao ciao Italia - Kick-off in Rome

What could be better than kickstarting the fall together? At the end of the summer, the entire Rule team traveled to Rome for a few intense and inspiring days – and yes, this was undoubtedly one of our best kick-offs so far.
During the days, we alternated focused conversations about goals, ideas and the direction ahead for Rule with team building, laughter and community. Having time to really sit down together made it clear how strong the team is when we gather around the same goal.
We went home with new perspectives, a clear plan ahead and even more energy.

Thank you!

With a selection of activities and events in the rear-view mirror, we are now turning our full focus towards 2026. Ahead of us are new goals, more launches and an even clearer focus on developing the platform and helping our customers succeed in their communications, both in Sweden and in Europe.

We enter 2026 with a strong team, a growing partner network and lots of energy. Thank you to everyone who is part of our journey – let’s shift up a gear. 🚀❤️

Do you want to get started with digital communication? Explore Rule free of charge for as long as you like or contact us and we’ll tell you more!