Lavender Review (2026)
An email coach rather than a sender — scores drafts in the inbox and explains what hurts the reply rate. Ora, sold separately, does send.
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Lavender in Depth
Lavender is two products now, and every page ranking for its name reviews only one of them.
The one everybody covers is the coach: a browser extension that scores your draft in the inbox and tells you what will hurt the reply rate. The one nobody covers is Ora, sold from the same site as an agent that researches prospects, writes the email and sends it. Those are opposite products. One assumes a human writes; the other removes the human.
What Ora costs per email
Ora is $500 per agent, per month, covering 1,000 emails a month and, on the vendor's own framing, 4,000 or more contacts a year. There is no tier name attached to it. The card is headed Build for free and the figure is captioned Per Agent, Per Month at Launch — where at Launch is the moment you launch an agent, not a plan you buy. There is a free build phase, volume scales per agent, and there is no annual commitment.
Divide it through and the agent costs $0.50 per email sent.
Set that against sending infrastructure and the number looks enormous. Instantly and Smartlead move tens of thousands of emails a month for a small fraction of it. So you are plainly not paying for delivery here, and reading the price as expensive sending misses what is being sold.
You are paying for the research and the composition, which is the part an SDR spends their morning on. Against this site's own costing of a human SDR at roughly $134,000 a year, one agent at $6,000 a year is not a close comparison on price. It is a comparison on whether the output is usable, and that is a question no pricing page settles.
The arithmetic that decides it is cost per reply, not cost per email. At a one percent reply rate, $0.50 an email is $50 a conversation. Whether that is good depends on your deal size, and for anything above a few thousand dollars in contract value it is defensible.
The coach, which is the better-understood product
It scores drafts, suggests personalisation, and explains the reasoning rather than just rewriting the sentence. That explanation is the actual value, because a rep who understands why an opening line is weak writes better next week without the tool.
It sits in Gmail and Outlook, and connects to Salesloft, Groove, HubSpot, Apollo, Outreach and Gong. It does not send, sequence or source anything, and it assumes the rest of your stack already exists.
Where coaching helps and where it cannot
It helps where reps write their own email and the problem is quality. It does nothing for a ten-thousand-send sequence, because at that volume the constraint is deliverability and list accuracy, and no amount of better prose fixes an email that lands in spam or reaches the wrong person.
There is a subtler limit worth stating plainly, and it is a judgement rather than a measurement. The score optimises toward what correlates with replies across Lavender's data, so a team using it converges on a house style, and so does every other team using it. The advantage decays as adoption rises. It is still worth buying, but buy it for the coaching effect on your reps rather than for a permanent edge in the inbox.
Setting Lavender Up
Install and go. Seven-day trial, no card required, and a free tier that persists afterwards. This is the least procurement-heavy tool in the category, which is worth noting after a run of vendors that will not name a price.
- Treat the free tier as a demo, not a plan. Five analysed emails a month answers whether you like the product and nothing about whether it works.
- Put it on your two best writers first, not your weakest. If it cannot improve people who already write well, it will not survive the rollout, and you will learn that for $29 rather than $99 a seat.
- Decide what you are measuring before installing. Reply rate on a matched set of accounts, not the score the tool gives itself, which will go up by construction.
- Evaluate Ora separately and later. It is a different product with a different buyer, and bundling the two decisions gets both of them wrong.
What the AI actually does
2 of 4 can act without a person in the loop. Those are the ones to scope carefully.
Email CoachScores your draft and tells you what is hurting it5 emails/month free, then unlimitedScores
A browser extension inside Gmail and Outlook. It does not send anything. The word send never appears on the coach page as something Lavender does — you press send, in your own inbox, and the product's own advice is that you get more replies above a score of 90.
AI Email WriterWrites the first draftStarter and aboveDrafts
Crossed off the free tier. Explicitly a first draft for a human to edit.
OraResearches, writes and sends, automatically$500 per agent per monthActs
The opposite product, on the same domain, one nav click away. Lavender's line for it: your intelligent AI sales agent to research, write, and send personalized and optimized sales emails automatically, under the headline never write a cold email again. Its instruction model is talk to it like you would a rep — Ora will do what you ask it to.
No human-approval step is described anywhere on the page. We are reporting an absence, not asserting there is no review queue — the page simply does not say.
Ora CRM enrichmentPushes research into your Salesforce contactsNo price publishedActs
A third product at /crm: Ora can quickly ingest a Salesforce report and can start pushing reasoned research into your contacts. Salesforce customers only, demo-gated, and no figure of any kind is published for it.
Lavender is now two products that answer the autonomy question in opposite directions. The coach has never sent an email and still does not. Ora sends them without you. Same company, same nav bar, and the distinction is the single most important thing a buyer here needs to understand — because the coach is a tool your reps use and Ora is a thing that talks to your market.
The coach's pricing toggle opens on Yearly, so the figures a visitor lands on are $27, $45 and $89 rather than the monthly $29, $49 and $99 this site records. There is no save 20% badge to signal it. The discount works out at 6.9% to 10.1% across the three tiers — real, unadvertised, and shown by default.
Strengths and Weaknesses
- Explains its reasoning rather than just rewriting, so reps improve independently of the tool.
- Genuinely self-serve with a published price, free tier and a seven-day trial with no card, which is rare in this market.
- Works where reps already work, in Gmail and Outlook, with connections into Salesloft, HubSpot, Apollo, Outreach and Gong.
- The team plan adds a coaching dashboard, which turns the tool into a management surface rather than a personal one.
- Ora has no annual commitment, unusual for anything sold as an AI agent.
- The coach does not send, sequence or source. It is a layer on a stack you must already own.
- The free tier is five emails a month, which is a demonstration rather than a usable plan.
- Scoring converges on a house style, and the edge erodes as more teams adopt it.
- Ora at $0.50 an email is expensive per send and only makes sense if you are valuing research and composition, not delivery.
- Nothing here fixes deliverability, which is the actual constraint on most underperforming outbound.
Lavender Pricing
Published in full, self-serve, and worth reproducing because most pages ranking for this tool quote figures that predate the current structure. Read off the vendor's page on 2026-08-05:
| Plan | Yearly | Monthly | What you get |
|---|---|---|---|
| Basic | $0 | $0 | 5 emails analysed and 5 personalised per month |
| Starter | $27/mo | $29/mo | Unlimited emails, personalisation and recommendations |
| Individual Pro | $45/mo | $49/mo | Starter plus integrations and priority support |
| Team | $89/seat/mo | $99/seat/mo | Integrations, coaching dashboard, team analytics |
Ora is priced separately at $500 per agent per month for 1,000 emails a month, with a free build phase and no annual commitment.
The jump from Individual Pro to Team is more than double per seat, and what it buys is the dashboard rather than anything the rep experiences. That is the right way round, but it means the purchase only makes sense if a manager will genuinely use the coaching data. Bought as unlimited seats nobody reports on, the Pro tier does the same job for half the money.
The Verdict
The best coaching layer available for teams whose reps write their own email, priced honestly and cheap enough to test this afternoon, and now attached to a separate agent product at $500 a month that deserves its own evaluation rather than being folded into this one.
- Your reps write their own email and quality rather than volume is the problem
- You want new reps to improve rather than to lean on a generator
- A manager will actually use the coaching dashboard on the team plan
- You want to evaluate something without entering a sales process
- Your constraint is deliverability or list accuracy, which coaching does not touch
- Your motion is high-volume sequencing where nobody writes individually
- You need sending, sequencing or data, none of which the coach provides
- You want the agent rather than the coach, in which case evaluate Ora on its own terms
Can it take a payment?
Full tracker →Books meetings or resolves the call and hands off. Taking money is out of scope for the product as sold.