Sendible

What Is Sendible?

Sendible is a London-built social media management platform designed specifically for agencies managing social media on behalf of multiple clients. Founded in 2008 by Gavin Hammar from his spare bedroom in London, the company grew to 20,000+ users across 125 countries and close to eight figures in annual recurring revenue before Hammar decided to sell in 2021.

In March 2021, Traject — a software portfolio within ASG (Alpine Software Group), backed by US private equity firm Alpine Investors — acquired Sendible. The London operating entity Sendible Limited (Companies House 06815657) remains in place. The company operates under CEO Nico Watson, who succeeded Katelyn Sorensen. Hammar exited following the transition period.

Sendible's product identity has always been agency workflow: structured client approval flows, white-label branded dashboards, multi-brand inbox management, and reporting that can be delivered directly to clients. The acquisition has not materially changed the product positioning, but it introduces US private equity ownership into the data processing chain — relevant context for European agencies and their clients.

Key Features

Client Approval Workflows

Client approval is the feature most commonly cited by Sendible's agency customers as the deciding factor in choosing the platform. Rather than publishing content directly on behalf of clients, agencies can route drafted posts through a structured approval workflow: content is created, submitted for internal review, then sent to the client for sign-off before it reaches the scheduling queue.

Client approval happens via email — the client receives a notification, reviews the post content and images, and approves or requests changes without needing to log into Sendible. This is important for agencies working with clients who are not comfortable using social media management software directly. The approval audit trail records who approved each post and when, providing accountability documentation if a dispute arises about published content.

This workflow prevents the category of incident that costs agencies client relationships: a junior team member publishing content without sign-off, or the wrong post going live to the wrong account.

White-Label Client Dashboards

Sendible's white-label functionality allows agencies to replace all Sendible branding with their own logo, colours, and custom domain on client-facing dashboards and reports. Clients access their reporting through a branded portal that presents as the agency's own product rather than a resold third-party tool.

This is standard agency practice — clients paying a management retainer expect agency-branded deliverables — and Sendible's implementation covers both PDF export and live dashboard URLs. Dashboards update automatically with new data as posts are published and engagement accumulates, removing the need for agencies to regenerate static reports each reporting cycle.

Unified Social Inbox

The unified inbox aggregates comments, mentions, direct messages, and other interactions from all connected social profiles across all clients into a single view, filterable by account, network, or assignee. Conversations can be assigned to specific team members, marked with priority levels, and resolved with internal notes.

For agencies managing community management across multiple client accounts simultaneously, this inbox prevents the context-switching between individual platform native inboxes. The filtering capabilities make it practical to handle high-volume engagement across many accounts without losing track of which interactions have been addressed.

Content Scheduling and Calendar

Sendible's content calendar supports scheduled and queued posts across Facebook Pages, Instagram (personal and business), Twitter/X, LinkedIn profiles and pages, YouTube, Google Business Profile, and Pinterest. The calendar view displays upcoming content across all connected profiles in a colour-coded month or week layout.

The Canva integration is built directly into the post composer — designers can open a Canva template, create or edit an image, and return the finished asset to the Sendible composer without downloading and re-uploading. Google Drive, OneDrive, and Dropbox integrations similarly allow teams to access their existing asset libraries without switching applications.

RSS feed auto-publishing is available for agencies managing content curation workflows: a brand's RSS feed can be connected to automatically queue new articles to selected social profiles, with a preview and editing step before publication.

Reporting and Analytics

Sendible generates automated performance reports covering reach, impressions, engagement rates, follower growth, and link click data from connected social profiles. Reports can be white-labeled and scheduled for automatic delivery to client email addresses on a set cadence — weekly or monthly.

Google Analytics integration allows Sendible to include website traffic data driven by social posts in the reporting, giving agencies a fuller view of campaign impact beyond social metrics. Bitly link shortening is built into the composer, enabling click tracking on shortened links with performance data visible in the reporting dashboard.

Ownership and Data Governance

Sendible Limited (Companies House 06815657) is registered in London and remains the operating entity for GDPR purposes. The company is UK GDPR compliant and SOC 2 Type II certified. A Data Processing Agreement is available for business customers.

The material ownership context is that Sendible was acquired in March 2021 by Traject, part of Alpine Software Group (ASG), which is backed by US private equity firm Alpine Investors, headquartered in San Francisco. This means the ultimate owner of Sendible's equity is a US entity, and procurement teams evaluating Sendible on GDPR grounds need to assess the DPA with this in mind.

In practical terms, Sendible's product infrastructure continues to be managed by the UK team. But the US private equity ownership structure means that strategic decisions, including those that could affect data handling over time, are made with US-based investor interests as a consideration. European agencies working with clients in regulated industries — healthcare, legal, financial services — should verify the DPA's provisions for cross-border data flows before committing.

Pricing

Sendible's pricing structure spans a wide range from $29 to $750 per month, making it one of the few tools in the social media management category with genuine options for both solo practitioners and large agency operations.

The Creator plan at $29 per month covers 1 user and 6 social profiles — suitable for freelance social media managers handling one or two small clients. The Traction plan at $89 per month adds 4 users and 24 profiles, and includes the client approval workflows that make Sendible useful for agency work.

The Scale plan at $199 per month is Sendible's most popular tier: 7 users, 49 social profiles, white-label dashboards, advanced analytics, and the full Canva integration. For most small agencies managing 5–15 client accounts, Scale covers the full workflow. Advanced at $299 per month expands to 20 users and 100 profiles, with priority support and full API access.

Enterprise at $750 per month covers 80 users and 400 social profiles with a dedicated account manager and SLA. Annual billing saves approximately 15% across all plans.

All plans include a 14-day free trial with no credit card required.

Who It's Best For

If you run a social media agency managing content approval and reporting for multiple clients, Sendible's client approval workflows and white-label dashboards are built for exactly this workflow — they are more agency-specific than Buffer or Later, which prioritise individual creator use cases.

If you are a freelance social media manager handling one or two small accounts, the $29 Creator plan is one of the lowest-cost professional entries in the category — though you will quickly outgrow it as the client base expands.

If deep analytics and competitor benchmarking are high priorities for your reporting, Iconosquare's analytics depth or Sprout Social's listening tools are stronger choices at comparable or higher price points.

If your clients or your agency's legal team requires data processing to be fully within EU-controlled entities, Sendible's US private equity ownership creates a complication — Agorapulse (French, EU-owned) or Iconosquare (French, Wedia Group) are cleaner alternatives from an EU compliance perspective.

If you already use Canva, Google Drive, or OneDrive as your content production workflow, Sendible's direct integrations with these tools make it one of the more practical choices for teams that want content creation and scheduling in a connected workflow.

The Verdict

Sendible has maintained a clear agency-first identity through its acquisition and subsequent ownership change. The client approval workflows, white-label reporting, and multi-account inbox management remain among the most complete implementations of agency workflow tooling in the social media management market at this price range. The $29 to $750 range also gives it unusually broad applicability across team sizes. The primary trade-offs are the US private equity ownership (relevant for EU compliance-sensitive agencies) and the analytics depth, which lags behind Iconosquare and Sprout Social for brands that prioritise granular performance reporting. For agencies where the workflow — approval, scheduling, white-label reporting — is the primary requirement, Sendible delivers it reliably.

Frequently Asked Questions

Is Sendible GDPR compliant?

Sendible Limited is UK GDPR compliant and SOC 2 Type II certified. A Data Processing Agreement is available. However, Sendible was acquired in 2021 by Traject, part of ASG (Alpine Software Group), backed by US private equity firm Alpine Investors. European agencies with strict GDPR data residency requirements should review Sendible's DPA to understand data processing responsibilities in the context of the US parent ownership structure.

Who owns Sendible?

Sendible was founded in 2008 by Gavin Hammar in London. In March 2021, it was acquired by Traject — a software portfolio within ASG (Alpine Software Group), backed by US private equity firm Alpine Investors of San Francisco. The London operating entity Sendible Limited (Companies House 06815657) remains in place. CEO Nico Watson leads the company.

What makes Sendible suitable for agencies?

Sendible is built specifically for agencies managing social media across multiple clients. Its key agency features are: structured client approval workflows (clients review and approve posts via email before publication), white-label dashboards and reports (the platform presents under the agency's own branding), multi-brand inbox management, and role-based team permissions. These workflow features are more mature than most tools aimed primarily at individual creators or small brands.

How does Sendible compare to Agorapulse?

Both Sendible and Agorapulse target agencies with approval workflows and white-label reporting. Agorapulse is fully EU-owned (French, founder-controlled) — a significant advantage for EU compliance-focused agencies. Agorapulse's social listening and inbox features are generally rated higher. Sendible has a lower entry price ($29 versus Agorapulse's starting point) and broader plan range for very large teams. Feature parity is high between the two at comparable tiers.

Does Sendible offer a free plan?

No. Sendible does not offer a permanent free plan. A 14-day free trial is available on all plans with no credit card required. The Creator plan starts at $29 per month — one of the more affordable professional entry points in the social media management category.