Lavender
Sales-email coaching in the inbox, plus an AI agent that sends outreach
Overview
Lavender is a sales-email coach that scores drafts as reps write, suggests fixes and surfaces prospect research in Gmail, Outlook and sales engagement tools. Its newer Ora agent researches leads and writes and sends personalised emails on its own. It is run by Sorter, Inc. of Atlanta.
Pricing
Pricing shown for reference only. These figures reflect RECATOOLS research as of 14 Oct 2026 and may be out of date or incomplete. This is not financial or purchasing advice — always confirm the current price on the provider’s official website before making any decision.
- Analyse 5 emails a month
- Personalise 5 emails a month
- Gmail and Outlook 365
- Unlimited emails, personalisation and AI recommendations
- AI Email Writer and mobile optimisation
- Multi-inbox support and chat support
- Everything in Starter
- Integrations
- Priority support and a dedicated CSM
- Integrations and Coaching Dashboard
- Aggregated email analytics
- Human-led coaching programmes and Content Studio access
- About 1,000 emails a month to 4,000+ contacts a year
- CSV upload or Salesforce lead lists
- Prospect, company and market research
What you can produce with Lavender
- A 0-100 score on every sales email or template, with fixes for what hurts replies
- Prospect research and personalisation suggestions inside the inbox
- AI-drafted emails from the AI Email Writer
- Coaching in Gmail, Outlook, Outreach, Salesloft, HubSpot, Apollo, Groove and Gong
- A manager Coaching Dashboard tracking each rep's email performance
- An Ora agent that researches leads and writes and sends personalised outreach
- Salesforce records enriched with reasoned prospect research
Lavender's coach does one job well: it scores every sales email against a consistent rubric, flags what will hurt replies and pulls prospect context into the inbox, so a whole team writes to the same standard. Published prices are fair for individuals, from a free five-email plan to $27 a month billed annually, though the Team Plan at $89 to $99 per seat a month is a real line item.
Ora changes the scope: at $500 per launched agent a month it researches leads and sends outreach itself, which puts Lavender alongside sequencing tools rather than only beside them. Its performance figures come from its own benchmark data. Best for B2B sellers who send cold email at volume.
What we found
Lavender is a sales-email coach that runs as a browser extension in Gmail and Outlook and inside sales tools including Outreach, Salesloft, HubSpot, Apollo, Groove and Gong. It scores a draft or template from 0 to 100, flags what is likely to cost a reply, suggests fixes, and brings prospect research into the inbox through a Personalization Assistant. Managers get a Coaching Dashboard showing how each rep's emails perform. The company behind it is Sorter, Inc. of Atlanta, trading as Lavender. TechCrunch reported in 2023 that co-founders Will Allred and William Ballance were building Sorter, a marketing-psychology platform, when the pandemic froze budgets, and repackaged it for Gmail with about a week of funding left.
The bigger change since earlier versions of this page is Ora, an AI sales agent. Ora takes a lead list by CSV upload or from Salesforce, learns from the user's inbox, researches each prospect, company and market, then writes and sends personalised emails itself. Building an agent is free; a launched agent costs $500 a month and sends about 1,000 emails a month, with no annual commitment. The old claim that Lavender cannot run outreach no longer holds.
Coach pricing is published. A free Basic plan covers five analysed and five personalised emails a month. Starter is $29 a month, or $27 billed annually; Individual Pro is $49, or $45 annually; the Team Plan is $99 per seat a month, or $89 annually, sold through a demo. Students, jobseekers and bootstrapped founders can use the coach free.
The performance figures are Lavender's own. Its 2026 Cold Email Benchmark Report sampled 231,818 cold emails from about 50,000 connected inboxes and found, for example, that A-grade emails to finance buyers drew 79% more replies. Lavender announced $13.2 million of funding in 2023, an $11 million Series A led by Norwest Venture Partners on top of a seed round led by Signia. The guidance is built for B2B sales email; other writing gets less from it.
Compiled by RECATOOLS from public sources: vendor documentation and pricing, code repositories and published reporting.
About this listing
This entry was compiled from publicly available data including Lavender's official website, press releases, documentation, and reputable third-party publications. RECATOOLS is not affiliated with Lavender unless explicitly stated.
Third-party AI tools update their pricing, features, availability, and policies frequently. Information here may be outdated by the time you read this — we make reasonable efforts to keep listings current, but cannot guarantee absolute accuracy.
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