WORCESTER, MA- September 29, 2026 — BluStream, which helps brands and retailers that sell physical products increase customer lifetime value, today announced that Tomer Azenkot has joined the company as Chief Executive Officer. Ken Rapp, BluStream's co-founder, moves into the role of Chief Customer Officer and continues to serve on the company's board, working in close partnership with Tomer.
The leadership addition follows a new round of funding that will support BluStream's next phase of growth.
"Every physical product goes quiet the moment it's purchased," said Tomer. "A blender, a musical instrument, a supplement subscription: the brand that sold it has almost no idea whether the customer is using it, getting results, or already giving up on it. That gap drives churn and costs brands the second sale, and it's exactly what BluStream closes. Ken and the team identified a true unmet need and built something customers genuinely rely on, and I'm looking forward to building on that with him."
"Tomer brings the operational discipline and growth experience we need for this next chapter," said Ken. "I'm looking forward to building on what we've created together."
Tomer joins BluStream after serving as CEO of Vee24, a digital customer experience platform, where he led the company through a period of growth built on customer-first strategy and team culture. Before Vee24, he was Chief Revenue Officer at WEVO and held senior sales and general management roles at Brightcove and Dalet Digital Media Systems, spending over a decade at the intersection of digital customer experience and go-to-market leadership.
About BluStream
BluStream helps brands and retailers that sell physical products increase customer lifetime value.