User.com Becomes Positive User – Advanced Marketing Automation Now Accessible to Every Business
Positive, the European leader in Marketing Automation software, officially announces the rebrand of the User.com platform to Positive User. This is a new version of the product that combines User.com's existing marketing automation and CRM capabilities with technologies inherited from Sarbacane – a European email marketing platform with over 25 years of history. Alongside the name change, Positive User significantly lowers the price barrier, making advanced marketing automation available to companies that previously couldn't afford it.
Evolution, not revolution
User.com has been part of Positive since 2023. The brand, which started as UserEngage.io, then operated as UserEngage.com and User.com, is undergoing another natural evolution. The change aligns with the group's new strategy, which concentrates its portfolio around three key products: Positive User (marketing automation and CRM), Positive Surfer (content optimization for search engines and AI), and Positive Signitic (email signature management).
"Our brand has evolved alongside the product – from UserEngage.io, through User.com, all the way to Positive User. Each change reflected a real stage of growth," says Mike Korba, Co-founder of Positive User. "This time the change has a deeper dimension. It's like with Excel – everyone says 'Microsoft Excel,' because the credibility of the entire ecosystem stands behind the product. Positive is our Microsoft. Behind Positive User today stands a company with over €70 million in revenue, more than 400 employees across four European countries, and 800,000 active users. But what we're most proud of are customers like CentrumRespo – they came to us as a small team, grew with us, and today they're an organization many times larger that still runs its communication on our platform. Positive User is just as ready for a team of three as it is for the marketing department of a chain with hundreds of locations."
New capabilities – proprietary sending infrastructure and editor
One of the most important outcomes of the integration with Positive is the adoption of key technologies from Sarbacane – the group's flagship product specializing in email marketing. Positive User gains its own sending infrastructure (MTA) and a built-in editor for creating emails and landing pages, which User.com previously sourced from external providers.
In practice, this means full control over deliverability, independence in product development, and a consistent environment for marketing teams – from campaign planning, through content creation, to delivery and results analysis.
Advanced automation accessible to everyone
The previous lowest User.com plan started at $799 per month. Positive User changes this radically: the new plans open the door to an ecosystem that grows with the company. Higher plans offer features for which competing platforms charge many times more – including website visitor behavior tracking, multichannel automations, and advanced behavioral segmentation.
The platform is used today by companies such as Castorama, Auchan, BNP Paribas, and W.Kruk, as well as fast-growing organizations like InFakt, Alab Laboratoria, and BodyChief. One of the best examples is CentrumRespo, which came to User.com as a small company and today is an organization many times larger – with the platform still at the heart of its customer communication. Positive User is designed to work exactly like that: to grow with the company, without forcing a tool change at the next stage of development.
Toward Agentic CRM – the Uma assistant
Positive User introduces Uma – a built-in AI assistant that changes how marketers work with the platform day to day. In the current beta version, Uma answers questions about data in natural language: it finds patterns, identifies trends, and helps make sense of what's happening in the database – without clicking through dozens of reports. This is the first step toward what Positive calls Agentic CRM – a system that proactively supports marketers instead of waiting for their commands. Further capabilities, including segment building, automation design, and campaign optimization, are already on the way.
Uma's architecture has been designed in line with the principles Positive considers the foundation of responsible AI: user queries are converted into operations on internal infrastructure, and customer data is processed exclusively within the European Union. Every automated action requires human approval. The system is independent of any specific AI model provider, allowing for flexible technology choices without impact on platform performance – and, in the future, for developing its own specialized models, much like Positive Surfer, which has already built its own AI models for content optimization.
"In a world where more and more content is created by algorithms, lasting customer relationships are built through channels a company fully controls – email, CRM, direct communication," says Paul de Fombelle, CEO of Positive. "Positive User gives marketing teams the tools to build such relationships, enhanced by AI that supports rather than replaces people. At the same time, the entire infrastructure operates within the European Union – data sovereignty is how we design, not a marketing slogan."
A European alternative
Positive User stands out against global competition through its consistent European positioning. The platform is entirely designed, developed, and hosted in the European Union, with data stored in France and Germany. Positive remains a company controlled by its European founders, backed by European funds (EMZ Partners and IDI) – with no US capital involved. In a marketing automation industry dominated by US platforms, this is a position increasingly valued by customers seeking solutions aligned with European data protection standards and regulations such as GDPR and the EU AI Act.
New visual identity
The rebrand includes a new logo, a redesigned application interface, and a new website – all consistent with Positive's visual identity. User.com, a brand present on the Polish market since 2016, is undergoing a natural evolution while preserving its DNA: marketing automation based on real customer behavior and a close relationship with users.
