SuprSend builds a central channel agnostic notification infrastructure for developer teams who can build complex notification workflows to send out notifications to their end-users. 

It was initially offered only as SaaS. But customers in regulated industries wanted to self host SuprSend privately in their cloud to skip sharing important/valuable PII (personally identifiable information like email, phone number, name etc.,) with SuprSend to send emails, notifications and other messages. 

While they initially thought of building a distribution pipeline and tooling in-house to offer self-hosted versions of SuprSend, it was quickly apparent that even if they invest all of their engineering team and bandwidth into this, it would easily take 12-15 man months to build this in-house and would distract their core product development.

With a tight delivery timeline set by the business, to deliver to their enterprise customer with high revenue potential, they felt it would be great if an external tooling takes care of the BYOC distribution without distracting their core product development team.