About
Hey Group

Heyloyalty was originally developed to support structured lifecycle communication and loyalty-driven engagement within digital commerce. Over time, the platform has evolved toward a focused vertical strategy centred on the experience industry, including attractions, cultural institutions, destinations and visitor-based organisations.

The platform reflects the communication logic of this sector, where organisations engage with guests and visitors rather than traditional retail customers. This alignment is embedded in terminology, data structures and automation flows, supporting engagement before, during and after physical experiences.

Through sustained market presence and sector specialisation, Heyloyalty has established a leading position within the Danish experience industry and is currently expanding its footprint across Scandinavia.

The experience industry represents a structurally distinct vertical with recurring communication needs, visitor retention focus and increasing digitalisation of guest journeys. Within Denmark, Heyloyalty benefits from accumulated domain knowledge, established customer relationships and sector-specific brand recognition.

As a result, Heyloyalty represents a vertically specialised SaaS platform with defensible positioning in its core market and identifiable expansion potential in adjacent Nordic geographies.

Ubivox was developed to serve organisations requiring structured, compliant and reliable email communication. Over time, the platform has become deeply embedded within the Danish public sector ecosystem.

Ubivox is widely used by Danish public institutions, including ministries and political agencies, and is regarded as the dominant email service provider within this segment.

The platform is designed to meet governance-driven requirements, including GDPR compliance, documentation standards, operational continuity and system stability. These characteristics align with procurement and regulatory expectations in public administration.

The public sector email market in Denmark is characterised by institutional stability, high compliance requirements and meaningful switching barriers. Ubivox's established presence, accumulated trust and regulatory alignment contribute to its strong market standing.

Accordingly, Ubivox represents a structurally stable SaaS platform with entrenched positioning in a compliance-sensitive segment, supported by long-standing institutional relationships.

Heysender was initially developed as an internal transactional email infrastructure to support the operational needs of Heygroup's own platforms. The purpose was to secure high deliverability, system reliability and GDPR-compliant handling of critical communication such as confirmations, notifications and security-related emails.

The platform has therefore been built and tested in real production environments before being positioned externally.

During this process, it became evident that the underlying infrastructure addresses a broader structural market dynamic. Transactional email remains a core component of digital product ecosystems across Europe, yet the market is predominantly served by American providers. At the same time, regulatory developments, data sovereignty considerations and procurement requirements — particularly within public and regulated sectors — are increasing the demand for European-based alternatives.

Independent market assessment indicates that the European transactional email segment is sufficiently large to accommodate additional specialised providers. However, Heysender has not yet been prioritised as a standalone growth engine within Heygroup, and commercial expansion efforts have therefore been limited.

As a result, Heysender currently represents a strategic option with identifiable upside rather than a fully scaled growth business. The technical foundation is established, the product is operationally validated, and the regulatory environment is supportive of a GDPR-compliant, European-developed infrastructure provider. And without much effort more than 100 external customers are currently using Heysender.