Lavender

What Lavender does

Lavender (legal entity Sorter, Inc., headquartered in Atlanta, Georgia) is an AI-powered email intelligence platform targeting B2B sales teams. Founded in 2020, the company operates a horizontal product suite anchored by the Email Coach — a Chrome extension and Outlook add-in that grades outbound emails in real time, surfaces personalization insights, and provides actionable tips aimed at increasing reply rates by a claimed 2-3x. Its product surface has expanded to include Ora, a standalone AI sales agent that autonomously researches prospects, companies, and market trends using its proprietary Augmented Communication Intelligence (ACI) architecture and writes and sends personalized emails, plus a Salesforce-specific CRM Enrichment module that pushes reasoned research into CRM records.

Under the hood, Lavender combines third-party generative AI (including OpenAI systems) with self-hosted fine-tuned large language models trained on billions of its own email data points, supporting capabilities ranging from real-time scoring and recommendation to autonomous agent execution and RAG-based research retrieval. The platform integrates natively with Salesforce, HubSpot, Outreach, Salesloft, Gong, Apollo, Pipedrive, Bullhorn, LinkedIn, Clay, and others, and is SOC 2 Type 2 certified and GDPR compliant with a privacy-first architecture (emails deleted after analysis, no storage).

Lavender runs a hybrid go-to-market combining product-led growth — a freemium tier via the Chrome Web Store (20,000+ users), direct self-serve install, and the free Ora build tier — with an enterprise field-sales motion offering demos and custom team pricing. Monetization is primarily SaaS subscription, with Ora priced at $500 per agent per month and enterprise team plans available via sales. The company has raised $13.2M in total funding (including an $11M Series A in early 2023), operates with 11-50 employees, and serves customers ranging from individual SDRs and recruiters to enterprises such as Twilio, Deel, and SaaStr.

Name

Lavender

Legal name

Sorter, Inc.

Website

https://lavender.ai

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Lavender is an AI-powered email intelligence platform that provides real-time sales email coaching and an autonomous AI sales agent (Ora) to B2B sales teams, SDRs, recruiters, and job seekers, leveraging generative AI trained on billions of emails.

Ownership category

akta.pro rank

Product category

Sales Enablement Software

NAICS

Software Publishers (5132), Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)

akta.pro secondary industry

Email Marketing Services (Campaign Strategy, Design, Deliverability) (MPAAAIAA)

Keywords

• AI sales email coaching
• Generative AI email
• Sales enablement software
• AI sales agent
• Email intelligence platform

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Email Coach Subscription: SaaS subscription model with free tier available for individual users. Paid tiers offer additional features and capabilities for teams and enterprises.
2. Ora AI Agent Subscription: Per-agent monthly subscription at $500/agent/month with free build tier. Includes 1k emails/month and access to 4k+ contacts/year. Volume and pricing scales with additional agents launched.
3. Enterprise Team Plans: Custom enterprise pricing for sales teams with additional features, support, and integration capabilities beyond individual plans.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Lavender sells an AI-powered email intelligence platform for B2B sales teams. Its flagship Email Coach is a Chrome/Outlook extension that grades outbound emails in real time, provides coaching tips, and scores messages to maximize reply rates. Ora is a standalone AI sales agent that autonomously researches prospects, reasons through data using Lavender's proprietary ACI layer, and writes and sends personalized sales emails at scale. A Salesforce CRM Enrichment module pushes Ora's research into CRM records.

Product overview

Lavender is an AI-powered email intelligence platform for B2B sales teams. It consists of two primary products: the Email Coach (a Chrome extension delivering real-time AI coaching, email grading, and personalization tips wherever email is composed) and Ora (a standalone AI sales agent accessible at ora.im that autonomously researches prospects, companies, and market trends, then writes and sends personalized sales emails at scale). Ora is powered by ACI (Augmented Communication Intelligence) built on billions of Lavender emails. A Salesforce-specific CRM Enrichment module enriches CRM contacts with Ora's research. Supporting offerings include the Personalization Assistant (bringing prospect data into the inbox), Start My Email (AI email drafting), Mobile Editor (mobile optimization), The Lavender Letter (weekly newsletter), and a Sales Email Certification Course — all designed to help sellers increase reply rates and improve email performance over time.

Differentiator

Problem solved

Functional benefit

Brands

• Ora: An intelligent AI sales agent that researches, writes, and sends personalized and optimized sales emails automatically. Ora is built on billions of emails and powered by ACI (Augmented Communication Intelligence).

Products and services

• Email Coach
• Ora AI Sales Agent
• CRM Enrichment (Salesforce)

Quantifiable outcome

• 2-3x increase in email reply rates
• +3 more outcomes

Named customers6 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

AI capability7 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered core and major.

• StripecoreOthersStripe is the payment processing partner for Lavender, securely handling all credit card transactions. Lavender does not store payment information directly; Stripe processes and stores card details with PCI DSS Level 1 compliance.
• Amazon Web ServicescoreTechnology or IntegrationAWS hosts Lavender's AI infrastructure securely behind a firewall with TLS encryption for data in transit and AES encryption for data at rest.
• OpenAIcoreTechnology or IntegrationLavender leverages OpenAI systems as part of its generative AI infrastructure, powering email analysis and generation capabilities.
• GooglecoreTechnology or IntegrationGoogle OAuth for one-click sign-in, Google API integration for Gmail access, with adherence to Google API Services User Data Policy including Limited Use requirements.
• MicrosoftcoreTechnology or IntegrationMicrosoft OAuth integration for account creation and sign-in functionality.
• SalesforcemajorTechnology or IntegrationDeep integration with Salesforce CRM, enabling Ora AI agent to pull contact data, enrich CRM records with reasoned research, and enable AI-powered prospecting workflows.
• HubSpotmajorTechnology or IntegrationIntegration with HubSpot CRM for email coaching and CRM enrichment capabilities.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Gong: Conversation intelligence and revenue analytics platform with growing AI email guidance. Lavender integrates with Gong but also competes for the sales leader's coaching and email effectiveness budget at enterprise accounts.
• Salesforce Sales Cloud (Einstein): CRM giant with Einstein AI for email insights, generative email, and sales coaching inside Salesforce. Lavender's deep Salesforce integration (CRM Enrichment module) and native AI features position Salesforce as both a partner and a long-term competitive threat for enterprise AI sales email workflows.
• HubSpot Sales Hub: CRM and sales engagement suite with native AI email writing and tracking features. Lavender integrates with HubSpot but competes against HubSpot's bundled AI tooling, especially at SMB and mid-market customers where HubSpot bundles coaching-like features for free.

Emerging players

• 6sense: AI-driven account-based marketing and sales intelligence platform. Competes for B2B revenue-team budget with overlapping capabilities around prospecting prioritization and personalized outreach, though focused more on demand-side than email composition.
• Jasper: Enterprise generative AI content platform with sales email templates and brand voice controls. Adjacent competitor for AI-generated sales copy, though Jasper's positioning is broader marketing content rather than a real-time email coaching overlay.

Direct peers

• Copy.ai: Generative AI platform for sales and marketing copy, including cold email workflows. Competes with Lavender's email generation and coaching capabilities for the same SDR and marketer persona, though Copy.ai's positioning is broader across content types.
• Outreach: Sales engagement platform with sequencing, email tracking, and increasingly AI-powered writing assistance. Lavender integrates with Outreach and competes for the same SDR/AE workflow budget, though Outreach's strength is sequencing while Lavender's is real-time email coaching and generation.
• Salesloft: Direct competitor in the sales engagement category with AI features like Drift Email. Lavender's coaching/scoring overlaps with Salesloft's email guidance, and both target RevOps and sales leaders; Lavender is integrated into Salesloft sequences while also competing for budget.
• Apollo.io: All-in-one prospecting and sales engagement platform with AI-assisted email writing. Apollo combines a B2B contact database with email automation, overlapping with Lavender's Ora agent's research-and-write workflow, and Lavender integrates with Apollo for data enrichment.
• Regie.ai: AI-powered sales sequence and outreach platform that generates personalized emails and campaigns. Direct overlap with Lavender's Ora agent in autonomously researching and writing personalized cold outreach, targeting the same SDR/AE buyer.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/lavenderhq
• YouTubeyoutube.com/channel/UC2HtEdlq8u3_fPAT5yKVlVQ
• Facebookfacebook.com/trylavender
• LinkedInlinkedin.com/company/lovelavender

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lavender