As the rate of growth of users new to the Internet slows, on-line service providers will become increasingly reliant on acquiring competitor's customers in order to grow. Esaya believes that to accomplish this, providers must not only offer excellent service quality, but also present existing customers at other providers an easy means to switch.

Esaya assembled a team to develop its solutions in July 2000. The team comprises individuals with extensive experience in product and business development experience at Fortune 100 corporations, established Internet companies and successful startups.