What Just Words does

Just Words (rebranded to JustAI in October 2025) is an AI-first marketing decisioning platform founded in January 2024 by Neha Mittal (CEO, former Twitter growth head) and Jeff Hara (CTO, former Twitter engineer). The company operates a multi-agent architecture with four specialized agents — Strategy, Creative, Decisioning, and Data — that orchestrate end-to-end lifecycle marketing campaigns autonomously. The platform employs proprietary reinforcement learning algorithms, including Weighted Thompson Sampling (WTS) for audience-level optimization and Disjoint Linear Thompson Sampling (DLTS) for contextual bandits, along with an LLM Auto-Tune system that generates new creative variants guided by live performance data. The company is headquartered in San Francisco and operates as Choice AI Inc.

The platform targets AI-forward enterprises with sophisticated marketing teams and serves customers across multiple verticals including productivity software (ClickUp, Notion), education technology (Coursera, Outschool), writing enhancement (Grammarly), insurance (Lemonade), marketplace services (Thumbtack), and social media (Tumblr, BeReal). JustAI uses an enterprise sales-led go-to-market with quote-based subscription pricing and demo booking as the primary acquisition mechanism. The company has raised $19.2M total funding ($1.7M seed in August 2024 from Peak XV Partners and Y Combinator, $17.5M Series A in June 2026 led by Base10), reported reaching profitability in 2024, scaled to over 10 million personalized emails sent, and enabled over $5M in customer revenue retention.

The company is actively expanding from the United States into India and Asia markets following the Series A close, with plans to build out infrastructure for AI-first marketing workflows including agentic automation upstream of execution. Notable partnerships include a strategic lifecycle strategy alliance with Verbose and a technology integration with Iterable for marketing automation infrastructure connectivity. The company was part of the Y Combinator W24 batch and has received recognition including a Times Square billboard feature and placement among top 10 AI and growth startups by Gen AI Collective.

Name

Just Words

Legal name

Choice AI Inc.

Website

https://justwords.ai

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

JustAI (formerly Just Words) is an AI-first marketing platform that uses a multi-agent architecture with reinforcement learning to autonomously optimize lifecycle marketing campaigns for AI-forward enterprises across email, SMS, push, and in-app channels.

Ownership category

akta.pro rank

Product category

Marketing Decisioning Software

NAICS

Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Marketing Automation, CRM & Lifecycle Messaging (BPAMALAE)

akta.pro secondary industries

Marketing Automation & Lifecycle/Drip Campaign Management (MPAAAIAC), Advertising, Marketing & Customer Personalization (HDAAAGAC)

Keywords

• AI marketing platform
• Lifecycle marketing automation
• Personalized messaging software
• Marketing decisioning
• Campaign optimization

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. AI Marketing Platform Subscription: SaaS platform subscription for AI-powered marketing decisioning and campaign automation. Includes multi-agent orchestration, reinforcement learning optimization, and creative generation capabilities.
2. Enterprise Platform Pricing: Platform pricing model where enterprise customers achieve ROI through campaign optimization. Coursera case study shows $160K incremental revenue in 3 weeks from optimized campaigns.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Just Words (operating as JustAI) sells an AI-first marketing decisioning platform that uses a multi-agent architecture to autonomously run lifecycle marketing campaigns end-to-end. Four specialized agents (Strategy, Creative, Decisioning, Data) coordinate to analyze audiences, generate on-brand message variants, select the optimal variant per individual in real time using reinforcement-learning bandits (WTS, DLTS), and feed response signals back into the system. Customers subscribe to run personalized messaging across email, SMS, push, and in-app channels with minimal manual intervention.

Product overview

JustAI (formerly Just Words) is an AI-first marketing platform built on a multi-agent architecture. The core JustAI Platform orchestrates four specialized AI agents - Strategy Agent, Creative Agent, Decisioning Agent, and Data Agent - that work in coordinated sequence to run lifecycle marketing campaigns end-to-end without manual input. The platform includes Compass as a Strategy Agent feature and LLM Auto-Tune for automated creative optimization. Journey (Enterprise) coordinates all agents across the full customer journey. The company rebranded from Just Words to JustAI in October 2025, with Just Words remaining as the creative personalization engine within the broader platform.

Differentiator

Problem solved

Functional benefit

Brands

• Compass: Strategy Agent product that predicts the next best action by scanning campaigns, performance metrics, and user behaviors to recommend lifecycle strategies.

Products and services

• JustAI Platform AI-first decisioning platform that uses a multi-agent architecture to run lifecycle marketing campaigns end-to-end autonomously. Replaces rules-based automation with real-time, ML-driven decisions on message, channel, timing, and creative variant for each individual user; serves AI-forward enterprise marketing teams.
• Compass Strategy Agent sub-product (marketed as Compass) that scans campaigns, performance metrics, and user behaviors, integrates with the data warehouse and CRM, and recommends the next best lifecycle action and pre-defined strategies tied to business outcomes — designed for enterprise lifecycle marketers who want AI-driven campaign strategy recommendations without manual audits.

Quantifiable outcome

• ClickUp achieved +89% lift in create view rates across 300+ segments
• +7 more outcomes

Named customers12 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature5 records

Partnerships

One partnership is on record.

• VerbosecoreStrategic or Co-development Partner · 1 October 2025Formal lifecycle strategy partnership. Verbose provides dedicated strategic lifecycle guidance for customers. Combines AI decisioning with expert strategic framework. Deep partnership for customer implementation and optimization.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Phrasee: Phrasee applies generative AI and reinforcement learning to email subject lines and marketing copy. Direct overlap with JustAI's email lifecycle optimization and bandit-based variant selection.
• Jasper: Jasper is an AI marketing content platform used by enterprise marketing teams. Comparable in providing AI-generated brand-aligned marketing copy and serving similar AI-forward enterprise buyers.
• Klaviyo: Klaviyo is a leading lifecycle email and SMS marketing platform for ecommerce and consumer brands. JustAI's email/SMS lifecycle optimization directly competes in the same workflow.
• Customer.io: Customer.io provides lifecycle messaging automation with strong segmentation and experimentation. Overlaps with JustAI's lifecycle marketing automation and AI-driven personalization.
• Mutiny: Mutiny uses AI to personalize website and lifecycle content for B2B and B2C audiences. Comparable in targeting AI-forward enterprises and in automating 1:1 messaging at scale.
• Persado: Persado uses AI to generate and optimize marketing language for enterprise campaigns. Closely aligned with JustAI's Creative Agent and Decisioning Agent capabilities around AI-driven message personalization and performance optimization.

Broad incumbents

• Iterable: Iterable is an enterprise cross-channel marketing automation platform. Also a named integration partner of JustAI, and a potential competitor as it expands its own AI decisioning.
• Braze: Braze is a large customer engagement platform for lifecycle messaging across email, push, in-app, and SMS. Overlaps with JustAI's multi-channel orchestration and serves many of the same enterprise marketing buyers.
• Salesforce Marketing Cloud: Salesforce Marketing Cloud is the dominant enterprise marketing cloud, offering email, journey orchestration, and now AI features. Represents the largest competitive incumbent JustAI must displace or partner with.

Emerging players

• Copy.ai: Copy.ai offers AI-generated marketing content and workflows for GTM teams. Comparable in AI-generated copy and serving similar marketing personas, but broader in workflow scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/justwordsai
• YouTubeyoutube.com/@the-ai-marketer-podcast/podcasts
• LinkedInlinkedin.com/company/justwordsai

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors7 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 Just Words