How Overjoy Gives CPG Brands an AI Sales Team, Built on One Email Integration

Impact at a Glance

• Several thousand connected inboxes, up 58% in the past two months alone, with no added email infrastructure work on Overjoy’s side.
• Gmail, Microsoft, and IMAP handled behind one Nylas integration, so a four-person engineering team stays on Joy, Overjoy’s suite of AI sales agents.
• Hosted Authentication gives non-technical CPG founders a one-click inbox connection, and every connected inbox is one Joy can prospect, follow up, and process orders from.

About Overjoy

Overjoy is an AI-powered wholesale CRM built for consumer packaged goods brands. The New York-based company helps more than a thousand brands find retail buyers, automate outreach, process orders, and close wholesale deals.

Backed by Bessemer Venture Partners and Floodgate, Overjoy runs a suite of seven AI agents, collectively called Joy, that handle the day-to-day work of wholesale selling: prospecting, follow-ups, reorders, and order processing.

Wholesale still runs on email

Most direct wholesale orders still come in by email. A spice brand pitches a regional grocery chain. A candle maker follows up on a reorder. A hot sauce company chases an invoice. Every one of those conversations lives in a founder’s inbox, usually Gmail, sometimes Outlook, occasionally an IMAP provider.

Overjoy’s plan was AI agents that could take that work off founders’ plates. To get there, the platform needed reliable access to every brand’s inbox. That meant OAuth flows, token refreshes, and provider-specific edge cases across thousands of accounts, each owned by a non-technical founder who expected the connection to work on the first try.

Building and maintaining that infrastructure for three provider types would have pulled a small engineering team away from the AI and CRM features that set Overjoy apart.

One integration for Gmail, Microsoft, and IMAP

Overjoy went live on Nylas in 2023 so its engineers could stay focused on AI. Nylas brings Gmail, Microsoft, and IMAP together behind a single API, so one integration covers Overjoy’s entire user base. 

Hosted Authentication mattered just as much. CPG founders are not developers. They need a one-click connection, not a walkthrough of client IDs and permission scopes. Nylas Hosted Authentication gives Overjoy an onboarding step that feels like signing in, which matches what its users expect.

Once an inbox is connected, Nylas keeps tokens fresh and handles provider differences in the background. Whether a brand is on Google, Microsoft, or IMAP, Overjoy sees one unified channel.

From a handful of inboxes to several thousand, no added infrastructure work

Overjoy started on Nylas with just a handful of connected inboxes. Today it has several thousand active connections, with no added infrastructure work on Overjoy’s side.

Growth is accelerating. Over the past two months alone, connected accounts grew 58%, keeping pace with Overjoy’s fastest stretch of brand onboarding yet.

Every one of those connections powers wholesale work. Joy uses each inbox to prospect buyers, send follow-ups, nudge reorders, and process incoming orders. Overjoy’s brands are seeing the payoff:

• One brand generated thousands of buyer opportunities and hundreds of orders without adding a salesperson. 
• Another brought in tens of thousands of dollars in wholesale revenue in six months. 
• A third nearly doubled its prospect pipeline in three months. 

None of that works if the email connection breaks. With Nylas handling connectivity, Overjoy scales brand onboarding without scaling its engineering team to match.

Our brands are founders or small teams with limited bandwidth. They set up their email on Overjoy and expect us to automate a core channel of their business. A missed reorder email means missed revenue and potentially a lost relationship. With Nylas, our team hasn’t had to think about authentication, provider edge cases, or email integrity in months, even as our business has scaled. Our lean team of four engineers can focus on building the platform and AI features that deliver value and trust to our 1,000+ SMBs.

Ishaan Nagpal, Head of Engineering, Overjoy

What Overjoy builds next

Overjoy is building an AI-native platform, one that understands how each brand does business and works as an agentic part of its team. Email is core to that vision. It shows Joy how a brand already operates, and it’s the channel Joy uses to do the work, from managing relationships and processing orders to moving deals through the pipeline and reaching out to qualified leads. Overjoy is also building an AI-native service business that pairs an in-house team of experts with best practices baked into its agents, so brands get results without having to learn new software.

Scaling both depends on email reliability, integrity, and timely webhooks. As Joy takes on more of the wholesale workflow, that foundation becomes even more central to the product. Every new brand connects an inbox, and every connected inbox gives Joy more room to do sales work. Nylas gives Overjoy the connectivity layer to keep that growth going.