When brothers Adam and Liam Lababidi were growing up in Damascus, hacking was a survival skill. At 12, the brothers were reverse-engineering random internet accounts to help their single mother keep in touch with relatives.
“We were just trying to help our mom call people for free. We didn’t even know you could make money building things online. We were just two kids tinkering,” Adam tells TFN.
That curiosity would later carry them through a sea crossing to Europe, the launch of a successful music-tech business with 100,000 musicians and now their latest venture, Migma, an AI tool built to help startups craft polished, brand-consistent marketing emails in seconds, with EWOR being one of the first backers.
“Lovable” for emails
Like many bootstrapped founders, the brothers hit a wall with marketing. Sending polished emails required hours of design and coordination, and they simply didn’t have time.
“We’d always argue about who’d build the email. It was a painful process—finding templates, rewriting copy, formatting for our brand. We tried drag-and-drop tools, but we didn’t know what to drag or what to drop. And even if we figured it out, we had no idea if those elements would actually convert, ” Adam jokes.
That frustration led to Migma, a tool that automatically generates branded email content and designs that match a company’s tone and identity. Founders collected 5,000 high-performing marketing emails, analysed the patterns that made them work, and fed that knowledge to AI alongside their logo and brand info.
Migma was born to automatically generate branded email content and designs matching a company’s tone and identity.
Adam elaborates, “Email building is actually harder than website building, yet no one talks about it. Outlook literally uses Microsoft Word to render HTML: yes, Microsoft Word. Yahoo runs what feels like a 2010-era sandbox. Every email client strips modern styling for ‘security reasons.’ We had to build everything from scratch because nothing else could handle this chaos.”
Within two months of launch, Migma is now used by teams at Cloudflare, Wix, LA Times, and Versace, demonstrating that even major brands face the same email pain points the duo set out to solve.
When we asked about future funding, Adam notes, “We’re keeping current funding details under wraps as we prepare for our pre-seed in March. Interest has been strong; we’ve had acquisition conversations and inbound from strategic investors.”
What’s next for Migma?
With momentum building after its Product Hunt launch, Migma’s team plans to continue expanding its AI email assistant’s capabilities and integrations while deepening its presence in the European startup ecosystem.
“We want to make sophisticated, on-brand communication tools accessible to every founder and marketer. Because every startup deserves to tell its story beautifully,” Adam concludes.
