<b>CONFIRMED: Customer.io quietly turned itself into a Segment competitor — and most buyers missed it.</b>

<b>CONFIRMED: Customer.io quietly turned itself into a Segment competitor — and most buyers missed it.</b>
After acquiring a customer-data-platform pipeline product, Customer.io added a Data Pipelines layer that ingests and routes events the way a standalone CDP would.

The pitch: stop paying separately for the pipe and the messaging tool when one vendor can do both.

What we're hearing: teams already on Segment rarely rip it out — but greenfield startups increasingly skip the separate CDP line item entirely.

Watch this.