Lavender

Name: Lavender
Brand: Lavender
Price: 0527 USD

The email coach that grades your cold email before your prospect does

Lavender is an AI sales email coach delivered as a browser extension that sits inside Gmail, Outlook, and sales engagement platforms like Outreach and Salesloft, scoring each email you write from 0 to 100 in real time and telling you exactly what to fix: length, reading level, subject line, spam triggers, tone, mobile formatting, and personalization. It is a coaching layer rather than a sending tool: it does not deliver mail, run sequences, or manage lists, it makes the emails a human is already writing measurably better. A free plan covers 5 emails a month, paid plans run from $27 to $49 per month for individuals and $89 per seat per month for teams on annual billing, and since early 2025 the company also sells Ora, a separate $500 per month AI sales agent built on the same email data.

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Overview

Most tools in the sales email stack answer the question of how to send more. Lavender answers a different one: whether the email you are about to send is any good. It reads the draft as you type and scores it against patterns drawn from what the company describes as billions of analyzed sales emails, flagging the things that statistically kill replies: a subject line that reads like marketing, a wall of text that dies on a phone screen, a reading level pitched at a college essay instead of a text message, five sentences about you before one about the prospect. The vendor's guidance is that emails scoring 90 or above correlate with meaningfully higher reply rates, and the product's entire loop is getting each draft to that bar before it leaves the outbox.

The second half of the product is the personalization assistant. Alongside the score, Lavender pulls in prospect and company data (role, company news, tech signals, and personality-style insights) inside the compose window, so the research step that normally means six open tabs happens next to the draft. This is what separates it from a grammar checker: Grammarly tells you the sentence is correct, Lavender tells you the email will not get a reply and shows you the prospect data to fix it.

Lavender was founded in 2020 by William Ballance, Will Allred, and Casey Corvino, after Ballance and Allred repackaged an earlier messaging-psychology project to work inside Gmail during the pandemic. It raised $13.2 million in total funding announced in February 2023, including an $11 million Series A led by Norwest Venture Partners with Signia Venture Partners participating, and at that point reported around 11,000 sellers at customers including Twilio, Segment, Sendoso, and Clari. Co-founder Will Allred became the company's public face, building one of the larger practitioner followings on LinkedIn around cold email teardowns, which doubled as the company's main distribution channel.

The 2026 story is a company hedging its category. The coach remains the core product, but the honest context is that real-time writing coaching is exactly the kind of feature that foundation models and sequencing platforms keep absorbing, and Lavender has responded by moving up the stack: in early 2025 it launched Ora, an autonomous AI sales agent priced at $500 per agent per month that researches leads and writes optimized emails on its own, plus a CRM enrichment offering. Third-party trackers estimated revenue around $11.9 million in 2024 with a team of roughly 79 people, and one tracker recorded an M&A offer valuing the company around $35.6 million in 2025, though no acquisition has been announced and the company continues to operate independently. For a buyer, the practical takeaway is that the coach is mature and actively maintained, while the agent products are new and priced for a different customer.

Best for

Individual reps, founders doing their own outbound, and sales teams of roughly 2 to 25 people who write their own emails in Gmail, Outlook, Outreach, or Salesloft and want a fast feedback loop that measurably improves reply rates, plus managers who want coaching data instead of gut feel.

Not the right fit for

Anyone who needs sending infrastructure. Lavender delivers no email, runs no sequences, manages no lists, and does no warmup; it assumes you already have a sending motion and only makes the words better.
Teams that send fully automated, AI-generated sequences at volume. If no human writes or edits the emails, there is nothing for a coach to coach; a generation tool or an AI SDR platform is the right shape.
Marketing teams. Lavender scores one-to-one sales emails; it has nothing for newsletters, blog posts, ads, or landing pages, which is Jasper and Copy.ai territory.
Very large sales orgs on a budget. At $89 per seat per month annually, 50 reps cost about $53,000 a year for a coaching layer, which is where enterprise buyers start asking whether their sequencing platform's built-in AI is good enough.
Experienced cold email writers looking for new ideas. The most consistent complaint from strong writers is that the suggestions converge on a recognizable Lavender style and start repeating within weeks; the product's value is highest for people who have not yet internalized the fundamentals.
Anyone allergic to browser extensions. The product is the extension, and extension reliability is its most common complaint; if your IT policy blocks extensions or your reps will not tolerate occasional glitches, there is no other way to consume it.

How it works

1
You install the browser extension (Chrome and Edge) and connect it to your inbox. Lavender works where you already write: Gmail, Outlook 365, and, on the Pro and Teams plans, inside sequencing platforms including Outreach, Salesloft, HubSpot, Apollo, Groove, and Gong Engage, so the coaching applies to sequence templates as well as one-off emails.
2
As you draft, the sidebar scores the email from 0 to 100 and itemizes the problems: too long, reading level too high, weak or spammy subject line, too many sentences about your company, formatting that breaks on mobile (it shows a mobile preview), and tone issues. Each flag comes with a one-click or one-edit fix, and the score updates live as you revise. The target the product pushes you toward is 90 or above.
3
The personalization panel researches the recipient without leaving the compose window: role and company details, recent news and events, and personality-style insights that suggest how the person likely prefers to be communicated with. It then suggests specific ways to open or angle the email based on that data, which is the step that turns a clean template into a personalized message.
4
The AI writing layer can generate or rewrite a draft from a few bullet points, tuned by the same scoring model rather than a generic model prompt, and there are utilities for spam-trigger checking, GIF insertion, and grammar. On the Teams plan, managers get a coaching dashboard that aggregates every rep's scores, email habits, and improvement over time, which reframes the product from a personal utility into a coaching program: instead of reviewing random emails in one-on-ones, a manager sees who writes long, who ignores personalization, and whether coaching is landing.
5
Separately from the coach, Ora (launched in early 2025) is a standalone AI sales agent: you configure it against your positioning, it researches leads and writes and optimizes outbound emails daily using the same email intelligence, priced at $500 per launched agent per month with roughly 1,000 emails per month included. It is a different product for a different buyer and does not come with the coach subscriptions.

Feature breakdown

19 features in 4 modules

Real-time email scoring

The core loop: a 0 to 100 grade on every draft, updated as you type, with itemized fixes.

Email score: Every draft is graded from 0 to 100 against patterns from billions of analyzed sales emails, with the vendor's guidance that 90 or above correlates with higher reply rates. The score updates live, which makes revision a game with immediate feedback rather than guesswork.
Itemized fix list: The score decomposes into specific flags: word count, reading level, sentence length, you-versus-I ratio, question count, formality, and more, each with a suggested edit rather than a vague warning.
Subject line analysis: Subject lines are scored separately for length, spam risk, and marketing-speak, since they decide whether the body ever gets read.
Spam trigger checking: Flags words and patterns associated with spam filtering before the send, a deliverability assist even though Lavender itself never touches delivery.
Mobile preview: Shows how the email renders on a phone, where most first reads happen, so a paragraph that looks fine on desktop is caught before it becomes a wall of text on a 6-inch screen.
Reading level and tone analysis: Pushes drafts toward the fifth-grade-or-lower reading level that reply data favors, and flags tone problems like excessive formality or self-focus.

Personalization assistant

Prospect research inside the compose window, so personalizing does not mean six open tabs.

Prospect and company panel: Role, company details, recent news, funding events, and tech signals surface next to the draft, pulled automatically for the recipient on the thread.
Personality-style insights: Suggests how the recipient likely prefers to be communicated with (direct versus warm, detail versus summary), which is soft data but useful as a prompt for angle selection.
Personalization suggestions: Recommends specific openers and angles based on the panel data, closing the gap between having research and using it in the first two lines.
Reply and thread awareness: Coaching applies to replies and follow-ups as well as cold first touches, which matters because most deals are won in the thread, not the opener.

AI writing and utilities

Generation tuned by the scoring model, plus the small conveniences that keep you in the inbox.

AI email drafting: Generates or rewrites a draft from bullet points, tuned to score well against Lavender's own model rather than producing generic LLM output. The honest framing is a strong first draft that a human still edits.
One-click improvements: Common fixes (shorten, simplify, de-formalize) apply with a click, which is where the speed gain over manual editing actually comes from.
Grammar and spelling: Basic correctness checking is bundled, though it is not the product's differentiator and Grammarly users will find it thinner.
GIF and asset insertion: Inline GIF search and insertion for the sellers whose style runs that way.

Team coaching and analytics

The Teams tier turns individual scores into a management tool, which is where the per-seat price earns itself or does not.

Coaching dashboard: Aggregates every rep's email scores, habits, and trends, so a manager sees who writes long, who skips personalization, and whether coaching is changing behavior, without manually reviewing emails.
Aggregated email analytics: Team-level reporting on email performance patterns, tying writing behavior to outcomes rather than grading style for its own sake.
Human-led coaching programs: The Teams plan includes access to Lavender-run coaching programs and content, an unusual services component for a product at this price.
Content studio and shared templates: Shared, pre-scored templates and snippets keep the team's baseline high instead of depending on each rep's drafts from scratch.
Sequencing platform coverage: Because the extension works inside Outreach, Salesloft, HubSpot, Apollo, Groove, and Gong Engage, coaching applies to the templates that drive sequence volume, not just one-off emails.

Use cases

4 documented

Founder doing first outbound with no sales background

Cold emails are going out and nothing is coming back, and there is no way to tell whether the problem is the list, the offer, or the writing.

The score isolates the writing variable. Drafts that started in the 60s get systematically pushed above 90 (shorter, simpler, prospect-first), and the founder learns the fundamentals of sales email from the feedback loop itself, which persists even if the subscription does not.

SDR team of six on Outreach with wildly uneven reply rates

Two reps book most of the meetings, and the manager suspects writing quality but has no way to prove or fix it beyond forwarding good examples around.

The Teams coaching dashboard shows exactly how each rep's emails differ (length, personalization rate, reading level), the shared template library raises the floor, and one-on-ones run on score trends instead of anecdotes. This is the configuration where $89 a seat is most defensible.

Solo consultant sending 15 high-stakes emails a week

Volume is tiny but every email matters, and each one currently takes 25 minutes of research and second-guessing.

The personalization panel collapses the research step into the compose window and the score removes the second-guessing. Starter at $27 a month covers unlimited coaching in Gmail, and the Pro integrations are unnecessary at this volume.

Job seeker or student running an outreach campaign

Cold-emailing hiring managers and recruiters uses exactly the same skills as sales outreach, but a subscription is not affordable.

Lavender publishes free access for students, job seekers, and bootstrapped entrepreneurs, one of the few genuinely free full-product programs in the category, and the coaching transfers directly.

Pricing

from $0 (free plan, 5 emails a month); $27 per month for Starter on annual billing

Per-user subscription across a free tier and three paid plans, billed monthly or annually with annual roughly 8 to 10 percent cheaper. Individual plans (Starter, Pro) are self-serve; Teams is per seat and sold to sales orgs. Ora, the AI sales agent, is priced entirely separately at $500 per agent per month and is not part of the coach plans.

Plan	Price	Includes
Basic (Free)	Free forever	5 emails analyzed per month 5 personalized emails per month Gmail and Outlook 365 only A demo rather than a plan: five emails is one morning of outbound. Its real purpose is showing you the score on your own writing, which is an effective sales tactic.
Starter	$27 per month billed annually ($29 monthly)	Unlimited email analysis and unlimited personalization Gmail and Outlook, multiple inboxes Chat support The plan most individuals should buy. The only meaningful thing it lacks versus Pro is the sequencing platform integrations.
Individual Pro	$45 per month billed annually ($49 monthly)	Everything in Starter All integrations: Outreach, Salesloft, HubSpot, Apollo, Groove, Gong Engage Priority support Worth the step up only if you live inside a sequencer; coaching your Outreach templates is where this tier pays for itself.
Teams	$89 per seat per month billed annually ($99 monthly)	Coaching dashboard and aggregated team analytics Human-led coaching programs and content studio Shared templates, team administration Nearly double the Pro price, and the delta buys management visibility rather than rep features. Priced per seat, it compounds fast: 10 reps is about $10,700 a year.

Add-ons

Ora AI sales agent ($500 per agent per month): A separate autonomous agent product launched in 2025, with roughly 1,000 emails per month per launched agent. Not an add-on to the coach so much as a second product line aimed at a different buyer.

Billing notes

Published annual rates as of August 2026 are $27 (Starter), $45 (Pro), and $89 per seat (Teams); monthly billing runs $29, $49, and $99.
The free plan's 5-email monthly cap makes it an evaluation tool; nearly everything useful requires a paid plan, which reviewers regularly note.
Sequencing platform integrations (Outreach, Salesloft, HubSpot, Apollo, Groove, Gong) are gated to Pro and above, so a rep on Starter gets coaching only in the native inbox.
Free access for students, job seekers, and bootstrapped entrepreneurs is granted on application and has been maintained for years; it is the real free tier for individuals who qualify.
Ora is priced per launched agent at $500 a month with volume included per agent, a completely different economic model from the per-user coach; do not budget them as one product.
There is no published enterprise tier for the coach; large teams negotiate off the Teams rate.

Value assessment: For an individual, the math is friendly: $27 a month is roughly the cost of one prospect lunch, and if the coaching lifts reply rates even modestly on a few hundred sends a month it pays for itself immediately, with the added property that the skills persist after cancellation. The value curve bends at Teams: $89 per seat buys the same coaching plus a management dashboard, and whether that delta is worth it depends entirely on whether a manager will actually run coaching off it. Against alternatives, nothing at this price does real-time in-inbox coaching with this depth; the real competitive pressure is free, in the form of ChatGPT-style drafting and the AI writing features now bundled into Outreach, Salesloft, and Apollo themselves. Lavender's defense is that a coach that grades and teaches is different from a generator that ghostwrites, which is true, but the gap narrows every year and the buyer should price the subscription as a 12-month decision, not a permanent line item.

Strengths & limitations

Strengths

The feedback loop genuinely teaches. Unlike generation tools that write for you, the score-and-fix cycle builds durable email skills, and users who cancel keep the improvement.
Grounded in a very large corpus of real sales emails rather than generic writing advice; the recommendations (short, simple, prospect-first, mobile-safe) are the ones reply-rate data consistently supports.
Works inside the tools reps already use: Gmail, Outlook, Outreach, Salesloft, HubSpot, Apollo, Groove, and Gong Engage, so adoption does not require a workflow change.
The personalization panel collapses prospect research into the compose window, attacking the actual time cost of personalization rather than exhorting reps to do more of it.
The Teams coaching dashboard gives sales managers objective writing data per rep, which is rare; most coaching on email quality is vibes and forwarded examples.
Honest free access program for students, job seekers, and bootstrapped founders, maintained for years.
SOC 2 and GDPR posture on the newer agent products, and a founding team still in place, with co-founder Will Allred's public teardown content doubling as free education in the method.

Limitations

Extension reliability is the most common complaint across review platforms: crashes, slow loading, icons that disappear, and scoring that intermittently stops triggering, sometimes beyond what support can fix quickly. The product is the extension, so these are not edge cases.
The score can become the goal. A 95-scoring email is statistically shaped like a good email, not necessarily a good email, and reps optimizing for the number can converge on a recognizable, slightly formulaic Lavender style that sophisticated prospects have now seen before.
Suggestions repeat. Experienced cold email writers report the coaching feels prescriptive and surface-level within a few weeks, because the model pushes toward statistically common patterns rather than novel angles.
The free tier is 5 emails a month, which is not a working plan, and the individual-to-team price jump (from $45 to $89 per seat) is steep for what a rep personally gains.
Per-seat cost compounds: a 25-rep team on Teams annual is about $26,700 a year for a coaching layer, at which point the AI writing built into the sequencer starts looking adequate.
Category risk is real. Real-time email coaching is a feature that foundation models and sales engagement platforms keep absorbing, and Lavender's own pivot toward agent products (Ora at $500 a month) signals where the company sees growth. A third-party tracker recorded an M&A offer around a $35.6 million valuation in 2025; nothing has been announced, but a buyer should assume the product's ownership and roadmap could change and should avoid multi-year prepayment.
It coaches, it does not send. Buyers regularly arrive expecting sequences, deliverability tooling, or automation and find none; Lavender assumes a sending motion already exists.

Head-to-head comparisons

5 alternatives

Lavender vs Regie.ai

from $0 (Free), then $49 per month (Pro)

These tools sit at different altitudes of the same problem. Regie.ai is a broad agentic prospecting workspace: it sources and ranks accounts, tracks buying signals, enriches contacts, drafts full multi-channel sequences, and includes a dialer, all from $49 a month with a free tier, with Auto-Pilot agents that can run the loop continuously. Lavender is deliberately narrow: it generates little on its own initiative and instead coaches the emails a human is already writing, scoring each draft and teaching the writer to improve. If you have no outbound motion and need the whole thing (list, research, sequence, touches) Regie is the correct first purchase and Lavender has nothing to run on top of. If you already have a sending motion and your reps write their own emails, Lavender will do more for reply rates than Regie's generation will, because Regie's most persistent review complaint is robotic copy that reps rewrite anyway, which is precisely the work Lavender makes better. Plenty of small teams could sensibly run both: Regie for sourcing and orchestration at $49, Lavender Starter at $27 to sharpen what actually goes out.

Full Lavender vs Regie.ai comparison

Lavender vs SmartWriter.ai

from $49 per month for 400 leads

SmartWriter is a personalization factory: you feed it a list and it mass-generates researched first lines and full icebreakers for thousands of prospects, priced on generation credits, and the output goes into a sending tool. Lavender is a coach for emails a human writes one at a time. The distinction is volume versus craft. An agency blasting 5,000 personalized cold emails a month has no use for a per-draft coach and should look at SmartWriter-style generation, accepting that bulk AI first lines increasingly read as exactly what they are. A rep or founder sending 20 to 50 considered emails a day gets nothing from bulk icebreakers and everything from a feedback loop that improves each message and their own skills. If your outbound strategy is quality at moderate volume, Lavender is the better fit; if it is personalization at industrial scale, it is not even the right shape.

Full Lavender vs SmartWriter.ai comparison

Lavender vs Lyne.ai

from $0 with pay-as-you-go credits at $6 per 20 credits, or $120 per month on the Custom plan

Lyne.ai occupies the same bulk-personalization ground as SmartWriter: AI-researched openers generated at scale, priced per line, built for high-volume cold emailers who measure output in thousands. Lavender inverts every one of those assumptions: per-user pricing, one email at a time, and a thesis that the human should get better rather than be replaced. The practical decision rule is your reply workflow. If a positive reply goes to a calendar link and the sender never really engages, volume tooling like Lyne fits the economics. If a positive reply starts a genuine thread that the same person has to carry, the writing skill Lavender builds compounds across the whole conversation, which no first-line generator touches. Small businesses doing considered outbound to a finite market should be cautious about the bulk approach entirely; burned lists do not regenerate.

Full Lavender vs Lyne.ai comparison

Lavender vs Warmer.ai

from $79 per month for 750 credits

Warmer.ai is a lightweight AI personalization tool: point it at a LinkedIn profile or website and it writes a personalized email or opener, cheaply and quickly. It is best understood as a single-purpose generation utility rather than a platform, and its development pace and depth reflect that. Lavender is a maintained product with a real company behind it, a scoring model built on a large proprietary corpus, sequencing platform integrations, and a team analytics layer. For a one-person operation that just wants passable personalized openers as cheaply as possible, Warmer-style tools cost less. For anyone who cares whether the whole email (structure, length, subject, tone, mobile rendering) actually earns a reply, and especially for teams that need consistency across reps, Lavender is the more serious purchase and the price difference reflects a real capability gap rather than branding.

Full Lavender vs Warmer.ai comparison

Lavender vs Jasper

from $59 per seat per month billed annually, or $69 billed monthly

This comparison mostly exists to be dissolved. Jasper is a marketing content platform: blog posts, ads, landing pages, campaign assets, brand voice controls for a marketing team, priced from $39 per seat. Lavender does none of that and Jasper does not coach one-to-one sales emails inside Gmail or Outreach. The confusion arises because both say AI writing, but the buyer, the surface, and the job are all different: Jasper's buyer is a marketer producing public content, Lavender's is a seller trying to get one specific person to reply. A small business that needs both jobs done needs both categories (or a general-purpose model standing in for Jasper), not a choice between them. Buy Jasper for content production; buy Lavender if the emails your revenue depends on are written by humans who could write them better.

Full Lavender vs Jasper comparison

Implementation & onboarding

Setup time: Ten minutes: install the extension, connect the inbox, write an email, and the score appears. Pro users connecting Outreach or Salesloft add a few minutes per platform. There is no data migration, no list import, and no configuration that matters on day one.
Learning curve: Low for the core loop, since a live score with itemized fixes explains itself. The real curve is behavioral: the first week is usually a humbling series of 60s, and the product works only if reps actually revise toward the feedback instead of ignoring the sidebar. Teams rolling it out should pair the install with an expectation, stated plainly, that sequence templates get brought above 90.
Onboarding: Fully self-serve for Free, Starter, and Pro. Teams purchases typically involve a sales conversation, and the plan includes human-led coaching programs, which are worth actually using since they are already paid for. The vendor also runs a free sales email certification course that doubles as onboarding to the method.
Migration notes: There is nothing to migrate in and, more importantly, little to migrate out: Lavender holds no lists, no sequences, and no sent-mail archive of yours that other tools need. Leaving is clean, which cuts both ways: switching cost is near zero, so the subscription survives only as long as the coaching keeps earning its fee. The durable asset from a Lavender period is the writing habit it trained, which is yours to keep.

Platform, API & security

Platforms: Chrome extension (primary surface)Edge extensionWorks inside Gmail and Outlook 365 webIn-app coaching inside Outreach, Salesloft, HubSpot, Apollo, Groove, and Gong Engage (Pro and Teams)Web dashboard for team analytics and account management
API: No public API for the coach. Programmatic access is not the product's shape; everything happens in the extension surface. The Ora agent product is configured through its own dashboard.
Compliance: SOC 2 (stated for the Ora agent platform)GDPR
Data residency: Not published in detail. The extension necessarily reads email drafts and recipient data to score and personalize, which is the permission a security review should focus on: the vendor processes the content of outbound business email.
SSO: Not advertised on published plans; team administration runs through the Teams dashboard.
Security notes: The extension model is the security story, for better and worse: Lavender reads what you type in the compose window and looks up your recipients, so an IT review should treat it like any tool with access to outbound mail content. SOC 2 and GDPR are stated for the newer agent platform; small-business buyers with strict data policies should request current certification scope for the coach itself before a team rollout.

Support & resources

Channels: Chat support (Starter and above)Priority support with dedicated CSM (Pro and above)Human-led coaching programs (Teams)
Documentation: A knowledge library, an extensive blog on email methodology, and a free sales email certification course that teaches the method the scoring enforces.
Community: No vendor forum, but an unusually large practitioner following around co-founder Will Allred's LinkedIn teardowns, which functions as the de facto community and a running public demo of the method.

Company

Founded: 2020
Headquarters: New York, New York, United States (remote-first)
Ownership: Venture-backed, independent
Founders: William Ballance, Will Allred, Casey Corvino
Employees: Roughly 79 (third-party estimate, 2026)
Funding: $13.2 million total announced February 2023, comprising an $11 million Series A led by Norwest Venture Partners with Signia Venture Partners participating, on top of earlier seed capital. A third-party tracker recorded an M&A offer valuing the company around $35.6 million in 2025; no acquisition has been announced.

Funding history

Round	Amount	Year	Notes
Seed	~$2.2M	2021	Early capital raised as the Gmail-based coach found its footing during the pandemic pivot.
Series A	$11M	2023	Led by Norwest Venture Partners with Signia Venture Partners, announced 2 February 2023, taking total funding to $13.2 million. The company reported around 11,000 sellers at the time.

Timeline

2020Founded by William Ballance, Will Allred, and Casey Corvino. Ballance and Allred repackage an earlier messaging-psychology project to work inside Gmail as marketing budgets freeze in the pandemic, and the sales email coach is born.
2021The Chrome extension gains traction with SDRs, driven heavily by Will Allred's public cold email teardowns on LinkedIn, which become the company's primary distribution channel.
2023Announces $13.2 million in total funding on 2 February, including an $11 million Series A led by Norwest Venture Partners, positioning the raise as creating an email intelligence category. Reports roughly 11,000 sellers at customers including Twilio, Segment, Sendoso, and Clari.
2024Third-party trackers estimate revenue around $11.9 million as the coach matures; sequencing platform coverage expands across Outreach, Salesloft, HubSpot, Apollo, Groove, and Gong Engage.
2025Launches Ora, an autonomous AI sales agent built on Lavender's email intelligence, announced in early 2025 at $500 per agent per month with roughly 1,000 emails a month per agent, alongside a CRM enrichment offering. One tracker records an M&A offer valuing the company around $35.6 million; no deal is announced.
2026Operates two product lines: the coach at $27 to $89 per user per month and Ora for teams buying autonomous outbound. Published coach pricing stands at free (5 emails), Starter $27, Pro $45, and Teams $89 per seat on annual billing.

Integrations

Gmail
Microsoft Outlook 365
Outreach
Salesloft
HubSpot
Apollo
Groove
Gong Engage
Chrome and Edge (extension surfaces)

Frequently asked questions

13 questions

What is Lavender used for?

Lavender is used to improve sales emails before they are sent. It is a browser extension that works inside Gmail, Outlook, and sales engagement platforms like Outreach and Salesloft, scoring each draft from 0 to 100 in real time and itemizing fixes: length, reading level, subject line, spam triggers, tone, and mobile formatting. It also pulls prospect and company research into the compose window to make personalization fast. It does not send email, run sequences, or manage lists; it is a coaching layer on top of a sending motion you already have.

How much does Lavender cost?

The free plan covers 5 analyzed emails and 5 personalized emails a month. Starter is $27 per month on annual billing ($29 monthly) with unlimited coaching in Gmail and Outlook. Individual Pro is $45 annually ($49 monthly) and adds the sequencing platform integrations (Outreach, Salesloft, HubSpot, Apollo, Groove, Gong Engage). Teams is $89 per seat annually ($99 monthly) and adds the coaching dashboard, team analytics, shared templates, and human-led coaching programs. Ora, the separate AI sales agent, is $500 per agent per month.

Does Lavender have a free plan?

Yes, but it is small: 5 emails analyzed and 5 personalized emails a month, in Gmail or Outlook only. It is enough to see the scoring on your own writing and not enough to work with. The more meaningful free offer is the standing program that grants free access to students, job seekers, and bootstrapped entrepreneurs on application, which the company has maintained for years.

How does the Lavender email score work?

The extension analyzes each draft against patterns drawn from a very large corpus of real sales emails and outputs a 0 to 100 score, decomposed into specific factors: word count, sentence length, reading level, the ratio of sentences about you versus the prospect, subject line quality, spam-associated language, formality, and how the email renders on mobile. Each flag comes with a suggested fix and the score updates as you edit. The vendor's guidance is that emails at 90 or above correlate with higher reply rates. The score measures statistical shape, not persuasive genius, and treating it as a floor rather than a goal is how experienced users get value from it.

Does Lavender send emails or run sequences?

No. Lavender delivers no email, provides no sending infrastructure, no warmup, no sequences, and no list management. It coaches drafts inside the tools that do those jobs. Buyers who need the sending motion itself should look at sequencing platforms or cold email tools and can layer Lavender on top; buyers who arrive expecting automation will be disappointed by design.

Which tools does Lavender integrate with?

Gmail and Outlook 365 on every paid plan, and on Pro and Teams the extension also coaches inside Outreach, Salesloft, HubSpot, Apollo, Groove, and Gong Engage, which means sequence templates get scored, not just one-off emails. The product ships as a Chrome and Edge extension; there is no public API.

Is Lavender worth it compared to just using ChatGPT?

They do different jobs. A general model will ghostwrite an email on request; Lavender grades the email you wrote, inside your inbox, against reply-rate patterns from sales email specifically, and shows prospect research next to the draft. The coaching loop also builds skill in a way that outsourced drafting does not. That said, this is Lavender's biggest structural risk: general models and the AI features bundled into sequencing platforms keep closing the gap, and the honest advice is to buy Lavender for the feedback loop and the personalization panel, not for text generation, and to reassess annually.

What are Lavender's main weaknesses?

Four recur across reviews. Extension reliability: crashes, slow loads, and scoring that intermittently stops working are the most common complaints. Score-chasing: optimizing for the number can produce a formulaic style, and a 95 is not automatically a great email. Repetitive coaching: experienced writers report the suggestions converge and feel generic within weeks. And pricing structure: the free tier's 5-email cap is nearly unusable, and the jump from $45 individual to $89 per seat for Teams is steep, since the delta buys manager visibility rather than rep capability.

Who owns Lavender and is the company stable?

Lavender is an independent, venture-backed company founded in 2020 by William Ballance, Will Allred, and Casey Corvino, with $13.2 million raised through a 2023 Series A led by Norwest Venture Partners. Third-party estimates put 2024 revenue around $11.9 million with roughly 79 employees. One tracker recorded an M&A offer valuing the company around $35.6 million in 2025, though no acquisition has been announced and the company continues to ship, including the Ora agent launch in early 2025. The reasonable buyer posture is monthly or one-year billing rather than multi-year commitments, which the pricing supports anyway.

What is Lavender Ora?

Ora is Lavender's autonomous AI sales agent, launched in early 2025 as a separate product line. Instead of coaching a human, Ora researches leads and writes and optimizes outbound emails on its own, built on the same email intelligence as the coach, with SOC 2 and GDPR posture stated. It is priced at $500 per launched agent per month with roughly 1,000 emails a month included, which targets a different buyer than the $27 to $89 coach plans. Small businesses evaluating Lavender the coach should treat Ora as a separate purchase decision entirely.

Is Lavender good for teams, or mainly for individuals?

Both, with different math. Individuals get the full coaching loop from $27 a month and it pays for itself quickly if reply rates matter to their income. The Teams plan at $89 per seat is really a management product: a coaching dashboard showing every rep's scores and habits, shared pre-scored templates, and human-led coaching programs. It is worth the premium only if a sales leader will actually run coaching off the data; teams that install it and never open the dashboard are paying double for what Starter delivers.

Does Lavender work with Outlook?

Yes. Outlook 365 is supported alongside Gmail on all plans including the free tier, via the browser extension. Coverage is strongest on the web clients; a team living entirely in desktop Outlook should test their specific setup during the trial before rolling out.

Does Lavender read my email, and is it secure?

By design, yes: to score a draft and research a recipient, the extension processes what you type in the compose window and who you are sending to. That is the permission an IT review should evaluate, the same class of access as any sales engagement tool. The company states SOC 2 and GDPR posture on its newer agent platform; buyers with strict data policies should request the current certification scope covering the coach before a team deployment.

Editorial verdict

Lavender is the best product available at the specific job of making human-written sales emails better, and the discipline of that scope is both its charm and its risk. The scoring loop genuinely improves reply rates and, unusually for AI tooling, improves the writer, so the value survives cancellation. At $27 a month for an individual it is close to an automatic yes for anyone whose income depends on cold email replies, and the free program for students and job seekers is a rare piece of honest generosity in this market. The caveats are concrete: the extension's reliability problems are the top complaint and there is no other way to use the product, the coaching gets repetitive for advanced writers, the Teams tier at $89 per seat only earns its premium if managers actually coach from the dashboard, and the category itself is being squeezed as sequencing platforms and general models bundle adequate writing help for free. The company knows this, which is why it now sells a $500-a-month agent alongside the coach and why an M&A offer reportedly surfaced in 2025. Buy Lavender on annual terms at most, use it deliberately as a training program as much as a tool, and reassess each year whether the coaching still clears what your other tools give you for nothing.

Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.