A strategic partnership with Piano will bring BlueLena’s customer experience automation platform to small-to-midsize publishers.
Blue Lena – based in Cary, NY – helps independent news organisations develop, implement and manage subscription, membership and donation models, while Amsterdam-headquartered Piano Software is a digital experience platform which supports subscription, conversion, analytics and personalisation outcomes.
A certified partner focussed on North America and South America, BlueLena will support the implementation and deployment of Piano for small-to-midsize publishers. The integration will support user registration, onsite conversion, newsletter growth, audience segmentation, and ongoing customer lifecycle management.
Piano’s platform enables publishers and brands to build their audiences, automate their business and create actionable insights to drive subscriptions and donations, as well as segment and personalise and target content across audiences.
The company claims growth of more than 240 per cent in the last two years, landing annual recognition on the Inc. 5000 and Deloitte Technology Fast 500 lists in recent years. Recent acquisitions include AT Internet and CeleraOne in 2021, and SocialFlow in 2022.
BlueLena was founded by a team of publishers, journalists and media marketing executives to deliver expertise and professional services to support subscription, membership and donation models. It is backed by investment from Automattic (owner of WordPress), Local Media Association and Old Town Media, a New York-based firm that has supported the Colorado Sun, Block Club Chicago, Chalkbeat and Medium.