Lavender

What it is

Lavender sells two products, and they are bought by different people at prices an order of magnitude apart. The entry has to separate them.

Coach is the original product: a browser extension and inbox add-in for Gmail and Outlook 365 that scores a rep’s draft on length, readability, personalization, and predicted reply rate before send, then rewrites the weak parts. It runs inside the sales-engagement tool too — Outreach, Salesloft, HubSpot, Apollo.

Ora is the 2026 addition: an autonomous AI sales agent that researches the prospect, the company, and market signals, writes the email, and sends it on a schedule you set. It trains on your own inbox, takes leads from a CSV upload or a Salesforce connection, and runs without a rep in the loop. The company now calls itself “the email intelligence company” and leads its homepage with Ora, not Coach.

That split is the buying decision. Coach makes your reps write better email. Ora removes the rep from the first-touch motion entirely. Anyone reading the older framing of Lavender as a coaching layer is reading half the product line.

Why it shows up in RevOps stacks

• Reply-rate tuning at the draft level, not the template level. Sequence templates plateau because every prospect gets the same paragraph. Coach scores each individual email against the recipient before it leaves the outbox.
• Onboarding lever for junior SDRs. A rep without senior email instincts gets the correction at the moment of writing rather than in the weekly 1:1, which is the difference between one feedback loop a week and forty.
• An agent path without a second vendor. A team already running Coach can add Ora for the top-of-funnel motion on the same email model and the same training data, instead of buying an AI SDR from a vendor that has never seen its inbox.

Pricing

Coach is per seat. Annual billing is the lower number in each pair:

• Free Forever — $0. Capped at 5 email analyses and 5 personalizations a month. Free access is also granted to students, job seekers, and bootstrapped founders with verification.
• Starter — $29/month, $27 on annual. Unlimited analyses and personalizations, AI Email Writer, multi-inbox, integrations.
• Individual Pro — $49/month, $45 on annual. Adds priority support and a dedicated CSM.
• Team — $99/seat/month, $89 on annual. Coaching dashboard, aggregated email analytics, accelerated dynamic scoring, human-led coaching programs.
• Enterprise — custom.

The Team tier is what moved. It was $59/seat/month at the previous check and is $89 on annual billing now — up 51%. A 20-seat team’s list price went from about $14,160 to $21,360 a year. Annual billing is the only published discount, and it is roughly 10%; anything below $89/seat is a rate you have to win in a negotiation, not one you can put in a budget.

Ora is priced separately and does not use seats. Building and training an agent is free; launching one costs $500 per agent per month, month-to-month, including 1,000 emails a month to 4,000+ contacts a year. That is $6,000 per agent per year, $0.50 per email sent, and roughly $1.50 per contact touched per year.

Run the two against each other before you buy either. A Team seat at $89 covers a rep who sends well past 1,000 emails a month, so Coach lands under $0.09 an email at that volume against Ora’s $0.50. Ora’s premium is buying the research and writing time of a human rep, not better deliverability.

Best for

• Coach: an SDR/BDR manager running 10-200 reps who tracks reply rate as a team metric and wants the correction at draft time. Also AE teams writing account-based cold outreach rather than working inbound.
• Ora: a founder or a one-or-two-person outbound team that needs a first-touch motion running without hiring an SDR, and whose volume fits inside one agent’s 1,000-email monthly ceiling.

Versus the alternatives

• vs Outreach and Salesloft native AI. The two largest sales-engagement platforms by installed base both ship AI drafting, and Salesloft now sits inside Clari after the December 2025 merger. Pick the native feature if your reps already live in the platform and the built-in suggestions clear your bar — one fewer vendor and one fewer inbox permission. Pick Coach when email quality is the metric you are actually managing and you want scoring depth the platform vendors treat as a checkbox.
• vs Regie.ai. RegieOne consolidates prospecting, sequencing, dialing, and agents into one surface and starts at $180. Pick Regie when you want to replace the SEP layer itself. Pick Lavender when you are keeping Outreach or Salesloft and adding a quality layer on top of it.
• vs 11x and Artisan for the Ora decision. Both sell multi-channel autonomous reps — email plus LinkedIn plus phone — on custom quotes with no published price. Pick them when the motion needs channels beyond email or when you need one agent to own a full territory. Pick Ora when the motion is email-only and a published $500/month beats a quote cycle.
• vs a general-purpose chat assistant. Chat rewrites an email but has no prospect context and no send-time scoring. Pick chat for one-off creative work; pick Coach for the in-flow correction.

Watch-outs

• The score becomes the target. Reps optimizing hard for the reply-rate number converge on a recognizably Lavender-shaped voice, which prospects learn to spot. Guard: treat the score as an input, not a KPI, and audit a sample of high-scoring emails each month for voice.
• The free tier no longer works as a pilot. At 5 analyses a month it is a demo, not a trial — a rep exhausts it in a morning. Guard: budget Starter seats for the evaluation and run the pilot for a full sequence cycle before committing to Team.
• The Team tier repriced 51% in one cycle. Guard: ask for a price lock across the annual term at signature; a second move of that size on a 50-seat deployment is $30,000 a year.
• Ora’s ceiling is 1,000 emails per agent per month. Volume above that means a second agent and a second $500. Guard: model your actual monthly send before signing, and compare the two-agent price against a Coach seat plus a human rep.
• No published API and no MCP server. Distribution is the extension plus the native integrations; there is no developer surface on the vendor’s site. Guard: do not plan on programmatic access to scores or on wiring Lavender into an agent stack — if that is a requirement, it rules the tool out.
• Inbox permission scope. Coach needs read and write access to the rep’s mailbox, and Ora sends from it. Guard: review the data-handling posture with privacy counsel before rollout; some firms prohibit inbox extensions outright.