Underground Ecom joins Klaviyo’s Partner Advisory Council 2026

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Jamie Watkins

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October 16, 2026

Klaviyo Master Elite Partner Underground Ecom takes a seat on Klaviyo’s global Partner Advisory Council, and shares what we learned at the invite-only Council session at K:BOS 2026 in Boston.

Underground Ecom has been given a seat on Klaviyo‘s Partner Advisory Council for 2026. The Council is a small, global group of agency leaders who work directly with Klaviyo’s leadership on the platform roadmap, the partner ecosystem and where the next wave of value sits for B2C brands.

It’s a big moment for us. As a London-based Klaviyo Master Elite Partner and Klaviyo European Agency of the Year 2025, we’ve spent years helping DTC and ecommerce brands grow through email, SMS and retention marketing. A seat on the Klaviyo Partner Advisory Council means our clients’ needs now feed straight into how the platform is built.

“Pleased to be serving on Klaviyo’s Partner Advisory Council for 2026. Two areas we’re investing heavily in at Underground Ecom this year line up directly with where Klaviyo is heading, and being at the table means we can shape that direction, not just react to it.”

Jamie Watkins, Founder, Underground Ecom

What the Klaviyo Partner Advisory Council does

The Council gives a handful of agencies a direct line into Klaviyo’s product and partner teams. Members test early thinking, give honest feedback on what’s working for brands, and help decide where the partner programme goes next.

For brands, that matters for one simple reason. Klaviyo now calls itself the autonomous B2C CRM, and it’s moving fast. Agencies on the Council see what’s coming earlier, understand why it’s being built, and can get clients ready before features go live.

Where Underground Ecom is investing in 2026

Two of our biggest priorities this year line up directly with Klaviyo’s roadmap.

AI innovation. Agentic tools like Composer and Customer Agent are changing how campaigns get delivered. As the platform takes on more of the execution, the value an agency adds moves towards strategy, data and orchestration. We’re building our team and processes around that shift now, so our clients get the upside first.
Enterprise growth. We’re building the proof points, functionality and senior delivery team needed to support larger, more complex brands. That means deeper data work, tighter governance and senior people on every account.

Inside the invite-only Council session at K:BOS 2026

In September we travelled to K:BOS 2026, Klaviyo’s flagship conference at the Hynes Convention Center in Boston (9 to 10 September). As Council members, we joined an invite-only advisory session with Klaviyo’s leadership and got a first look at the new feature releases before they were announced on the main stage.

The session brought together agency leaders from across the DTC space. The conversations were candid: what brands need from AI, where the platform should go next, and how agencies keep adding value as more work becomes automated.

Eddie O’Brien, SVP of Global Partnerships at Klaviyo, summed up the day:

“To our Partner Advisory Council: thank you for the feedback, the energy, and for being the kind of partners who show up ready to build. Today would not have been the same without you.”

The new Klaviyo features from K:BOS 2026

Klaviyo’s K:BOS 2026 announcements were some of the biggest we’ve seen from the platform. Three in particular will change how our team works day to day.

1. Klaviyo Headless and MCP: bring your own AI

Klaviyo is now headless. More than 260 Klaviyo MCP (Model Context Protocol) tools can be called directly from Claude, ChatGPT or any AI system a team already uses. An agent can read data, build and go live without anyone opening the Klaviyo interface.

For us this is huge. We’ve already built our own AI models and internal agents. Klaviyo Headless means we can connect them straight into client accounts, so automated reporting, audits and campaign drafts run on live Klaviyo data rather than exports.

2. SQL in the Klaviyo Data Platform, inside Composer

Klaviyo has added SQL to the Klaviyo Data Platform (KDP). A marketer asks a question in plain language, Klaviyo writes and runs the query against the brand’s own data, and returns the answer with the exact query it used.

That takes Composer to the next level. Answers are cited and repeatable, so the same question gives the same answer every time. SQL is in Preview inside Composer now, covering profiles, events, segments, lists, campaigns and catalogs, with flows, forms, templates and custom objects to follow. Composer also gains scheduled tasks, such as recurring monthly audits, and custom Composer Skills for saving brand guidelines and proven approaches.

3. Personalization: the next step for Marketing Analytics

Marketing Analytics has been rebuilt and renamed Personalization. Instead of one general model, it uses specialised models for each decision:

Who to reach: Audience Optimization using live RFM (recency, frequency, monetary value) data
What to show: 1:1 content, product recommendations and discount decisioning
When to send: Personalized Send Time
Where to send: Channel Affinity

Every calculated property is written back to the customer profile, so you can see exactly what Klaviyo knows about each customer. Brands set the goal and guardrails, and built-in holdout testing measures real lift. It’s a hugely powerful tool for understanding customer data, and Personalization is currently in Preview.

Also announced

Customer Agent now supports more than 100 languages with automatic locale detection through Shopify Markets, with voice as a channel coming soon. Klaviyo also launched onsite personalisation through Customer Hub, Clicks to Bricks capabilities for connecting online and in-store, and a new Compliance Hub.

What this means for Underground Ecom clients

Our clients get earlier access to Klaviyo’s thinking, and a team that already knows how to use these features well. Over the coming months we’ll be:

Connecting our AI models to client accounts through Klaviyo Headless and MCP
Using SQL in Composer to give faster, cited answers on performance and customer data
Testing Personalization against real holdouts so every rollout is backed by measured lift

If you’re a brand on Klaviyo, or thinking about moving to it, now is the time to get your data foundations right. That’s what makes every one of these features work.

Thank you

Thank you to Eddie O’Brien, James White and Klaviyo’s Partner Leadership Team for the seat at the table, and to our fellow Council members for the ideas and honest conversations. We’re looking forward to what we build together in 2026 and beyond.

Want to get more from Klaviyo? Underground Ecom is a London-based Klaviyo Master Elite Partner specialising in email, SMS and retention marketing for DTC and ecommerce brands. Talk to our team about what Klaviyo’s latest features could do for your brand.