I have been looking at a number of the providers in SaaS consumer email including Proton, Tutanota, Soverin, Fastmail, etc. It is striking how both Soverin and

I have been looking at a number of the providers in SaaS consumer email including Proton, Tutanota, Soverin, Fastmail, etc. It is striking how both Soverin and now Fastmail have a breezy abstract style with colorful illustrations. While the other providers feel like VPS hosting landing pages or enterprise sales pages. I wonder if the consumer focused brand of Fastmail and Soverin is aspirational or where their customer base actually is.