Bakergoodchild launches new SaaS platform to support SMEs

The direct mail industry is undergoing a fundamental transformation. Historically, small businesses faced significant barriers such as high costs, lengthy setup processes, and restricted business hours, making it challenging to compete with larger corporations.

Now, Birmingham-based Bakergoodchild (BG) is changing the landscape with the launch of its new Software-as-a-Service (SaaS) platform, frankk., designed to fully automate direct mail solutions and give SMEs access to enterprise-level efficiency.

Levelling the Playing Field for SMEs

For many small businesses, direct mail has remained out of reach due to complex setup processes and outdated pricing models favouring high-volume senders. frankk. removes these barriers by offering no minimum spend, no minimum send, and bulk mail discounts previously reserved for large corporations.

By automating key processes, frankk. has streamlined direct mail operations, cutting setup times by 83%—from 30 minutes to under five. It also provides 24/7 access to printing facilities, ensuring greater flexibility, faster approvals, and efficiency gains of 63.5%.

As the industry evolves, direct mail is no longer a standalone channel. Innovations like personalised customer engagement, seamless offline-to-online integration via QR codes and personalised URLs, and eco-friendly printing practices are making direct mail more dynamic, data-driven, and sustainable.

With these advances, direct mail is no longer just for big businesses—it’s becoming a faster, more accessible tool for SMEs looking to improve their marketing reach.

Automation Without Job Losses

Despite concerns that automation could lead to job losses, innovations like frankk. are demonstrating that efficiency doesn’t have to come at the expense of workers. By automating repetitive tasks, employees are able to focus on high-value work, leading to increased flexibility, better work-life balance, and improved service delivery.

“In an era where automation is often feared, baker goodchild is changing the conversation,” said Bruce Thomson, Managing Director at baker goodchild. “frankk. empowers businesses to work smarter, reduce waste, and future-proof their direct mail strategies.”

Rather than replacing staff, automation is enabling businesses to scale more efficiently. Charlotte Smiles, Head of Sales & Marketing, frankk, added, “Set pricing on our website has cut quoting times and expanded our reach to smaller businesses that wouldn’t typically meet minimum job requirements.”

By lowering costs and simplifying processes, automation is helping businesses grow while making the direct mail industry more competitive and adaptable.

Early Successes

Since launching, frankk. has already reshaped how businesses manage direct mail, offering a 24/7, on-demand approach previously unheard of in the industry.

For example, Watford Conservatives recently used frankk. to launch six direct mail campaigns in just 26 minutes—a process that would have taken hours under traditional methods. Businesses can now schedule campaigns after hours, ensuring next-day production without waiting for business-hour approvals.

For many SMEs operating on tight deadlines, the ability to run campaigns outside standard working hours is proving to be a game-changer. By removing time constraints, frankk. is positioning direct mail as an agile, modern marketing tool rather than a slow-moving, resource-heavy process.

What’s Next for frankk. in 2025?

As automation continues to reshape industries, bakergoodchild is positioning frankk. at the forefront of direct mail innovation. The platform is set to roll out four major updates later in 2025, aimed at enhancing efficiency, personalisation, and integration within the sector.

Among the upcoming advancements are enhanced design tools for greater creative flexibility, data mapping capabilities to improve targeting and personalisation, API integrations for seamless connectivity with digital marketing platforms, and custom formats to expand campaign options for businesses.

For the UK’s 5.5 million SMEs, which make up 99.8% of the country’s business landscape, access to cost-effective, automated marketing solutions is becoming increasingly essential. As direct mail adapts to a digital-first world, platforms like frankk. are setting new industry benchmarks, ensuring businesses of all sizes remain competitive in an evolving marketplace.

Established in 1995, bakergoodchild has built a strong reputation for helping businesses cut through the noise with effective and affordable mailing solutions.

With 30 years of experience, the company has evolved into a trusted name in the industry, offering everything from print management to postal services. But what really sets them apart is their focus on innovation and customer-first service. Their motto, “Be quicker, be better,” is more than just words—it’s a commitment to helping businesses connect with their audiences in smarter, more efficient ways.

Beyond innovation, bakergoodchild is also committed to sustainability. Their eco-conscious approach includes FSC® certification, ISO14001 accreditation, and chemical-free printing processes—ensuring that businesses can reach their customers without harming the planet.

As the marketing landscape continues to evolve, bakergoodchild remains at the forefront, blending tradition with technology to keep direct mail relevant, efficient, and accessible for businesses of all sizes.