fastmail.comvshey.com

Hey edges out Fastmail modestly on homepage messaging, 75 to 71. Here's where the gap comes from.

Fastmail is clearer about what it does (72 vs 43 on clarity). Hey has stronger CTAs (62 vs 47). Fastmail triggers decision paralysis with 8 competing CTAs, while Hey keeps it focused at 3.

Fastmail uses a "Price / Value Leader" positioning while Hey goes with "Challenger / Disruptor" — fundamentally different approaches to winning the same buyer.