Case Study: Midday Empowers Small Businesses with Smart Notifications

About Midday

Midday is an open-source based platform that simplifies financial and administrative tasks for small business owners. Founded by professionals frustrated by the inefficiencies of existing tools, Midday integrates features like invoicing, time tracking, and financial management into a modern, user-friendly interface. By leveraging open banking technology and innovative design, Midday helps users stay on top of their business activities while providing proactive assistance through notifications and insights.

Notifications are central to the product, keeping users informed and enabling streamlined workflows.

Implementation details

Tech stack

• Frontend – Monorepo Next.js
• Backend – Supabase for database, authentication, and storage
• Hosting – Vercel (frontend)
• Background jobs – Trigger.dev
• Notification infrastructure: Novu

Who Midday notifies

Midday serves small business owners and administrators managing tasks such as invoicing, transaction tracking, and document management.

How Midday.ai notifies

Email and In-App Notifications, with plans to integrate push notifications for native apps.

Challenges before Novu

As an experienced consultant, Pontus recognized the recurring challenges startups face with notifications, such as:

• Fragmented solutions – Previous projects required disparate tools for email and push notifications, resulting in inefficiencies.
• Development overhead – Building bespoke notification systems for each project consumed significant resources.
• User experience gaps – Without a unified system, delivering a consistent and effective notification experience was difficult.

Why Novu

Determined to avoid these pitfalls, Midday chose Novu to streamline notification infrastructure. The decision to use Novu was driven by:

• Familiarity and reliability: Previous positive experiences with Novu made it an easy choice.
• Unified notification management: Novu’s headless API and customizable channels simplified development.
• Flexibility: Adding new notification channels, such as push notifications, was straightforward.
• Open source alignment: Novu’s open-source nature aligned with Midday’s philosophy.

Inplementation experience

Midday’s Novu integration was seamless and efficient:

• Notification package – Notifications are managed through a monorepo package that batches jobs for email and in-app notifications.
• Rapid channel expansion – Adding new channels, such as push notifications, required minimal effort—“just add a provider and channel.”
• Styling flexibility – Using React Email, Midday ensures email notifications match their branding.
• Ease of use – Novu’s workflows, designed in-app, provide a user-friendly way to manage notifications.

Outcomes and benefits

Novu has significantly enhanced Midday’s notification processes:

• Streamlined workflows – Notifications are managed consistently, eliminating the need for custom solutions.
• Enhanced user experience – Customers receive timely updates, such as reminders for unpaid invoices or notifications of received payments.
• Increased efficiency – Developers save time by using the Novu framework, focusing on core features instead of notification complexities.
• Scalability – Midday handles approximately 1,000 daily notifications, with the capacity to grow as the platform scales.

Future plans

As Midday prepares to launch its native app, notifications will expand to include push channels, further enhancing the user experience. The team also envisions using notifications for proactive assistance, like summarizing key actions or auto-matching transactions to receipts.

By partnering with Novu, Midday continues to build a platform that empowers small business owners, demonstrating the power of smart, scalable notifications.

A few choice words

“From the beginning, we knew we wanted a notification system. Novu was the obvious choice—simple, effective, and reliable.”
– Pontus, Co-founder & Engineer, Midday

“With Novu, adding a new notification channel is as simple as adding a provider and channel. It’s golden.”
– Pontus, Co-founder & Engineer, Midday

“Novu’s open-source nature aligns perfectly with our philosophy, and we’re thankful for the innovations it brings to the table.”
– Pontus, Co-founder & Engineer, Midday

“Novu fulfills all our needs—it’s a product-market fit checkbox for us.”
– Pontus, Co-founder & Engineer, Midday

“With Novu, we’ve streamlined notifications into a single, reliable system that just works.”
– Pontus, Co-founder & Engineer, Midday

“Creating workflows in Novu has been a seamless process, and we can confidently scale as we grow.”
– Pontus, Co-founder & Engineer, Midday

“The ability to style our notifications with React Email and seamlessly render them in HTML has been a game-changer for consistency and branding.”
– Pontus, Co-founder & Engineer, Midday

“Adding new channels like push notifications with Novu is straightforward—it’s one less thing to worry about as we scale.”
– Pontus, Co-founder & Engineer, Midday

“Using Novu’s API for notification settings allows us to provide users with full control while keeping our system efficient.”
– Pontus, Co-founder & Engineer, Midday

“We send around 1,000 notifications daily, and Novu ensures everything runs smoothly—even as we expand.”
– Pontus, Co-founder & Engineer, Midday

“Midday is all about being proactive, and Novu helps us deliver on that promise by ensuring users are always in the loop.”
– Pontus, Co-founder & Engineer, Midday

“Novu makes managing notifications effortless, allowing us to focus on building features that matter to our users.”
– Pontus, Co-founder & Engineer, Midday

“Notifications are essential to Midday’s mission, and Novu makes them reliable, scalable, and user-friendly.”
– Pontus, Co-founder & Engineer, Midday