With the arrival of spring, we've rolled out numerous feature releases and updates, including a preview of the much-anticipated message threads for chat.

Messaging and Chat Threads

We have just released a preview of our message threads support. This capability has been highly anticipated and has already been integral to our Xero to HubSpot migration, handling invoice histories for some time. Now, the functionality is moving towards general availability, with a preview of the messaging features accessible via the API.

Message threads (or chats) are built upon the existing group concept. This was a logical evolution, as groups already support creating membership lists with associated notification settings. This allows you to effectively capture both the participants in the message thread and their notification preferences.

Utilizing a group for the members of a chat thread allows you to manage the semantics of how participants interact with the message threads. Group membership history is a complex problem for enterprises that often need to know not just the current members but the group's full history. Our group membership model allows the capture of the full membership life-cycle within a group, including states for when a person has opted out or been banned.

In the upcoming full release, you will also be able to use a thread notification representation to track unread threads and the count of unread messages for users, particularly when integrating in a 'pull' model via the native RESTful API.

Building towards the next phase: Webhooks for Push Delivery

While not all integrations require webhooks, it's true that most integrations eventually rely on events to trigger experiences. Therefore, we believe that comprehensive webhook coverage across the platform is a critical feature for companies looking to build rich experiences. Webhooks allow your product to receive updates whenever there is a change to your data, which, in turn, enables you to build more efficient, faster, and ultimately better experiences.

We will soon be offering webhooks across the majority of our API surface. If you would like to be an early tester, please get in touch. With the recent launch of messaging threads for chats, offering real-time integrations via webhooks seems like the clear and necessary next step. If you require a streaming interface, please contact us, as work is already underway for streamed integrations.

Content experiment variants

As mentioned in our post last month, we have been creating variants of our content to showcase how to use variants to personalize your customers' experiences. We will soon be launching new insights to demonstrate how different content variants influence the effectiveness of your sales.

We are developing new insights into the lifetime value of content variants so you can clearly see how they directly impact your bottom line.

Performance boost for content views

The entity view endpoint provides a fully rendered view of your content, including markdown and templates. We continuously monitor and track how quickly our service delivers content.

By profiling some of the most popular content views, we identified an opportunity to speed up content rendering. We were able to speed up our service by 30%, meaning you will experience even faster content delivery.

Admin tools

As we work toward offering content customization with just a few clicks, we have also expanded the content type support in our admin application.

We have added support for images to our UI editor, bringing our admin pages up to par with the API. Our approach is API first, and the user interface is rapidly catching up!

The last month has seen a lot of changes for Baack. We have been working on new client support and improving the admin experience as well as defining our pricing packages.

The early stages of any company can always see a lot of pivots and it's inevitable that many lessons need to be learned. Thankfully we have had the support of a stellar ex CMO as an adviser who has really helped to provide some meaningful improvements to our product offering which we hope you will also benefit from.

Personalised content demo

Personalised content is important for modern marketing teams and we have built in support for content variants as part of the content entity model. To showcase this we have built an alternative version of the home page content with a totally different take on our homepage for a developer reader. Writing for everyone can mean having to focus on just one audience at a time. When building media campaigns insights about the customer can be used to change the experience they receive to engage them more effectively.

Content variations are easy to use and supported in the management API and the content consumption API to make launching and using variants effortless. We have also added a helpful feature to the admin site to allow non-developer users to create a variant of any content entity in seconds. We believe that speed is important to let teams innovate at the pace of their ideas so making the content variant process fast was a key priority for us.

Pricing live

We are happy to also share that our initial pricing offering for our services is live. Our pricing includes an option for startups / charities who may have modest needs in terms of capacity however want to start strong with their content and engagement.

Other improvements and updates

• We often talk about speed when it comes to our services as we want them to be faster to build with and use than building them yourself. This month we helped further that by putting our system on a 'diet' to make it faster to deploy with better memory usage.
• Security updates: this months routine security updates included a more complex scenario than normal. In the age of AI attackers automation of new vulnerabilities has become a major concern. A recent vulnerability in one of the integrated services (still live with the supplier) resulted in an un-patched attack vector from a dependency. The integrator has yet to fix their systems however we have applied fixes to ours in the meantime to mitigate the risk.
• We have made some small changes to our JS clients which you can find on GitHub . Please feel free to leave feedback and feature requests on the repo.

February was a major month for feature updates to the Baack platform with some highlights including:

New endpoints and improved API features

We are happy to announce the expansion of the API surface with new features to help developers building client side and embedded editing capabilities.

• Client context to allow both signed in users and API clients with bearer tokens to easily access their request context.
• Long integer content item to allow modelling integer type values in the content.
• Work task log to enable access to task change history.
• Standardisation of pagination representation.
• Addition of a user representation for client context metadata.
• Expanded support for searching Projects, Tasks and Identities.
• Added support for path based access to content entities on the view endpoint.

New functionality and clients

To help companies and their developers integrate content we have also been building new clients which use the Baack APIs to deliver experiences.

• Addition of a login flow to support logged in users accessing the platform in combination with browser clients.
• Javascript ES6 modules for core concepts including [coming soon to NPM]:
  • Content viewing for clients using server or browser side content delivery.
  • Content entity and content item editor module enabling developers to embed editing into their web experiences.
  • Task client module enabling developers to embed tasks into their web experiences.

Analytics improvements

In order to help content owners understand the gaps in their current content offering we have added new analytics insights into which content has unmet demand for translations not currently available.

• New view of top content entities accessed on the platform.
• New insights into how often the content delivered matched the requested language or a degraded language.
• New insights into which languages are the most requested but currently have no translation available.

In the modern landscape of Digital Experience Platforms (DXP), there has been a significant emergence of headless platforms. A headless Content Management System (CMS) fundamentally separates the presentation layer (how the content is delivered) from the back-end platform that stores the content and experiences.

This architecture offers numerous advantages. By using a headless CMS, organisations can manage their content centrally and efficiently deploy it across any digital channel. This decoupling empowers different stakeholders, such as the marketing team, to manage content autonomously. Furthermore, it benefits developers by enabling them to build solutions faster, while allowing content updates to be rolled out consistently and at scale across multiple channels.

In contrast, traditional CMS platforms often mix content and code, leading to content being locked into a silo. As a company expands and ventures into new digital channels, reusing existing content becomes increasingly difficult, and maintaining consistent, timely updates can become almost impossible.

By centralising content companies benefit from reduced overhead for content production by reducing replication. In the modern app world there are many drivers resulting in content changes and without centralising the content activities like translation, brand approval or even editorial can be duplicated or worse still missed. Having the content centrally managed means companies can maximise the value they achieve from every piece of content they produce.

What drives channel proliferation?

As your company grows and expands you will likely want to expand your products, your team and your markets. Managing your content also becomes more complex in the process. The typical drivers of this complexity are:

• Adding new distribution channels like mobile apps to an existing web only offering.
• Expanding your product offering into new markets and handling more translations of your content.
• Adding more content collaborators.
• Content experimentation, usually to boost conversion rates.
• Seasonality of content.
• Product and pricing changes.
• Short term offers.
• Newsworthy updates.

Given all of these drivers of content change it's typical that many companies will be updating content daily.

The rise of headless CMS

Headless CMS systems have been increasing in popularity over the last decade as companies seek ways to effectively manage an their content and brand in an increasingly omni-channel environment. Centralising content into a headless CMS allows companies to effectively manage the single source of truth for their content and experiences.

One of the challenges for companies to make this transition to having their content in a central system is structuring the content. Content in monolith apps is usually mixed with business logic and code and has to be formatted as the first step towards having a single source of truth for content. While this may seem daunting, as many companies find, managing content in an ever increasingly complex set of channels can be even more challenging.

Connecting your financial data from Xero to your new HubSpot instance is a critical step — but it shouldn't be a manual bottleneck. For developers and IT leaders overseeing CRM adoption, the challenge is maintaining data integrity while accelerating time-to-value.

Introducing the new Baack app, engineered to tackle this exact pain point. We provide a seamless, accurate, and automated solution for importing all your essential customer data from Xero directly into HubSpot. Our app will be launching soon on the HubSpot app marketplace. If you are interested in becoming an early tester please get in touch.

Why Baack is the Smarter Choice for HubSpot On-boarding:

• Precision Mapping: Our app goes beyond simple transfer. It ensures customer records, associated invoices, and key financial history are mapped accurately to the correct HubSpot properties, giving your sales and marketing teams a complete, reliable 360-degree view.
• Zero-Friction Workflow: Designed for a 'set-it-and-forget-it' experience, our integration reduces the development overhead and risk of human error associated with custom scripts or manual CSV imports. Focus on building and scaling, not on migrating data.
• Optimized for Scale: Built on a foundation of speed and stability, Baack is ready to handle enterprise-level data volumes, ensuring your transition is smooth regardless of how large your customer base is. The Result: A faster, cleaner HubSpot roll-out. Your teams get accurate data quickly, and you get to bypass a major time sink.

Get started

Please visit the Xero to HubSpot page to get started.

Welcome to Baack Software: Your New Best Friend for Building Awesome Digital Experiences!

Remember that feeling when you just wanted to build something amazing, but got bogged down in all the back-end plumbing? Yeah, us too. That's why on July 14th, 2025, we kicked off Baack Software with a simple, yet mighty, vision: to give small to medium businesses and their awesome software developers the power to craft sophisticated digital experiences without all the heavy lifting.

We're talking a full suite of content, relationships, and, soon, e-commerce tools, all designed to let you focus on what you do best: building your product and operating your business.What's a Digital Experience Platform (DXP) Anyway?

Think of a DXP as your secret weapon for building slick digital stuff fast. It's a powerhouse of back-end content and creation tools that help businesses whip up great experiences in a flash.

At Baack, we're tailor-making our DXP capabilities to fit exactly what you, our target customers, need. Here's a sneak peek at what's on the menu:

• Content Management System (CMS): And not just any CMS! We've built a super flexible headless CMS. No more wrestling with content; just pure, unadulterated creation.
• Customer Relationship Management (CRM): Keep your customers happy and their data tidy. Our CRM helps you manage relationships like a pro.
• Product, Pricing, and Payment Integrations (aka ERP Lite): Getting your products to market and getting paid shouldn't be a headache. We're streamlining this so you can focus on the fun stuff.
• Team Planning and Organisation Tools: Because teamwork makes the dream work, and organised teamwork makes it happen even faster.
• Internal and External Communications: Automate those pesky processes and keep everyone in the loop, inside and out.

Our ultimate goal?

To hand you a full back-end capability set on a silver platter so you can truly unleash your creativity on your products and business.Why Did We Start with Content?

Good question! We decided to dive headfirst into content management because, well, it's a challenge we totally get. We're building our own initial product, so we're right there in the trenches with you, battling the content beast.

Managing content can be a bit of a circus, right? Many companies tell us that content creation and management are huge roadblocks to their growth. Think about it: building any product needs input from a whole crew – sales, marketing, design, editorial… it's a lot of cooks in the kitchen!

That's why we've cooked up our content offering with some seriously powerful features: full history versioning (oops, wrong version? No problem!), A/B variants (test away!), and localisation support (go global!). We're here to make collaboration a breeze, not a headache.Keep Your Eyes Peeled for More Goodies!

Wanna stay in the loop about our upcoming capability launches and all the juicy news? Why not sign up for our pre-launch newsletter here!

We're also on the lookout for awesome early adopters and testers to give us feedback during our Alpha roll-out. If you're game to help us build something truly special, please get in touch!