What Is 11x.ai? Examples, Costs and How to Start

Someone showed you a slide with 11x.ai on it, and now you want to know what it is before the next meeting. The short answer: 11x.ai is a San Francisco startup that sells two AI sales agents, Alice for outbound email and LinkedIn and Julian (formerly Jordan) for inbound and expansion calls, aimed at US B2B SaaS teams running high-volume outbound¹. This article explains what 11x.ai does, what it costs, where it fits and where it does not, and shows a European alternative, Superkind, that is built for teams that need approval before anything goes out and want their data processed in Europe.

What is 11x.ai?

11x.ai (legal name 11x, Inc.) is a US company headquartered in San Francisco with an office in London, founded in 2022 by Hasan Sukkar and backed by Benchmark, Andreessen Horowitz (a16z) and SV Angel. It sells two AI agents for B2B sales teams: Alice, an outbound SDR that researches prospects, writes personalised email and LinkedIn messages and runs multi-channel sequences; and Julian, an inbound voice and chat agent that answers and qualifies inbound leads, books meetings and handles expansion calls¹. Alice was the original flagship; the voice product was launched as Jordan and now appears on the vendor page as Julian¹. 11x.ai integrates with HubSpot, Salesforce, Pipedrive, Gmail, Outlook, LinkedIn, G2, Slack and Google Calendar¹.

The company has been in the news for the right and the wrong reasons. In March 2025, TechCrunch reported that current and former employees said most of 11x’s early customers used contract break clauses to leave, and that ZoomInfo and Airtable denied being customers; 11x said retention was 79 percent². Sifted later reported internal Slack messages discussing retention around 20-30 percent in summer 2024 and a toxic culture under founder-CEO Hasan Sukkar, who stepped down in May 2025 and was succeeded by CTO Prabhav Jain³. 11x pushed back on the specifics, said investors understood its revenue methodology (CARR rather than ARR) and that retention had improved². Treat these as context, not a verdict: read the vendor response alongside the reporting before you sign a contract⁹.

How Superkind compares

11x.ai is built around two specialist sales agents that send outbound on your behalf. If you want sales and marketing work done without the autonomous-send part, and you want it in Europe, there is a different route. Superkind is the AI employee for your team: you write to Superkind in Outlook or any email, Microsoft Teams, Slack or the Superkind web app like you would to a colleague, and it does the task in your programs through 1,500+ integrations such as HubSpot, Salesforce, Pipedrive, LinkedIn, SharePoint, Google Sheets and lexoffice. Superkind is hosted in Europe, GDPR compliant, aligned with the EU AI Act and never trains models on your data. You decide what needs approval before it leaves the team.

1. 1

   You write the task

   In Outlook, Teams, Slack or the web app, in plain words: “Research the 30 target accounts from our Series B list in HubSpot and draft a first-touch email for each, then show them to me before anything goes out.” No new tool to learn.

2. 2

   Superkind does it in your systems

   It pulls the account list from HubSpot, enriches with LinkedIn, uses your messaging rules from the Company Brain (tone, value propositions, no cold-sell in regulated industries) and drafts each email with the right owner and signature.

3. 3

   You approve what you want to check

   You get a list of drafts in Teams or Slack with Approve or Reject on each one. Because you asked to see them first, nothing is sent until you click Approve, and a colleague can approve in whichever channel they are already in.

4. 4

   Next time it runs as a routine

   What you explain once keeps running, for example “Every Monday - pull last week’s new leads from HubSpot, draft a first-touch and queue for my approval.” Every task adds to your Company Brain, so your qualification criteria, approved claims and ICP stay when people leave.

More on this use case: the AI sales rep with Superkind.

From the first task to your own app

With Superkind, the sales workflow grows with the team, not with the number of SDR seats. Four stages, on a sales-team example:

1. 1

   Ready in minutes

   Sign up for free with up to EUR 150 in credits, send the first sales task in Teams, Slack or by email - for example, draft a first-touch email for 10 target accounts from your HubSpot list - and watch it get done.

2. 2

   Tasks become routines

   What you explain once keeps running as a routine, for example the Monday first-touch batch or the Friday report on this week’s open opportunities. You decide which steps wait for your approval.

3. 3

   Learns from day one

   Every task makes Superkind smarter. Your ICP, qualification criteria, approved claims, objection handling and win stories end up in your Company Brain, and that knowledge is never lost when an SDR moves on.

4. 4

   Your own app, without starting over

   When sales gets more complex, you build custom solutions, apps and integrations on the platform, on top of what Superkind already knows, for example your own deal-review app that pulls the right stage from HubSpot: your Super App. Built yourself or together with us. It all belongs to you.

What 11x.ai can do (and what it cannot)

11x.ai is honest about what it is: an outbound and inbound revenue tool for SDR work, not a general assistant. Here is what the vendor page describes as of October 2026, and the limits that come with it¹.

What Alice can do

• Account research - find and enrich target accounts, pull signals from your CRM and public data.
• Personalised email and LinkedIn messages - write and send multi-touch sequences on your behalf.
• Multi-channel sequences - lead nurture, lead reactivation, event follow-up.
• CRM sync - log activity in HubSpot, Salesforce or Pipedrive.

What Julian can do

• Voice and chat for inbound leads - answer, qualify and route.
• Meeting booking - put a call on the right rep’s calendar.
• Expansion calls - voice outreach to existing customers.

Where 11x.ai does not fit

• No built-in approval before send - the product is designed to send on your behalf; a human-in-the-loop checkpoint on every outbound touch is not the default pattern.
• English-first - the product and the voice agent are optimised for English-speaking markets. German, French and Dutch outbound still happens, but it is not the home turf.
• US hosting - the vendor pages do not name an EU hosting region. For a GDPR review you have to request the DPA and run a transfer impact assessment.
• Sales only - it is two sales agents, not a general colleague for accounting, HR, customer service or operations.
• Reputational context - the 2025 customer-claims and churn reporting is public; 11x contested the specifics, but any procurement review will raise it²³.

What does 11x.ai cost?

11x.ai does not publish a pricing page. Every number below comes from third-party reviewers or competitor pages, which disagree with each other. For the current, authoritative number, ask 11x directly on a sales call.

As of October 2026, published third-party ranges:

Two patterns are consistent across the sources. First, 11x sells annual contracts with a sales demo required; there is no self-serve monthly plan. Second, the entry commitment is in the thousands of dollars per month, not the tens. For a European team evaluating 11x against a general AI employee, Superkind’s EUR 50 per month for the whole company with unlimited users is a different budget conversation entirely.

Examples: where it shines, where it fails

Three scenarios where 11x.ai is a good fit, and three where it fails for a European team.

Where 11x.ai shines

• US B2B SaaS, high-volume outbound - a Series B SaaS company in San Francisco wants to multiply its SDR team’s coverage by 10x in English-speaking markets. Alice runs sequences into HubSpot or Salesforce and books meetings into Google Calendar.
• Inbound call qualification at scale - a US product-led growth company gets hundreds of inbound sign-ups a week and wants Julian to qualify and route them without hiring more BDRs.
• Event follow-up - after a US industry conference, Alice can run a 2,000-contact personalised follow-up sequence in two days instead of three weeks of SDR work.

Where 11x.ai fails for an EU team

• DSGVO-sensitive outbound - a German B2B team wants cold outbound into DACH decision-makers. US hosting, no public DPA, no stated EU data residency and no human approval on every send are all problems for a works council or data protection review.
• Human approval before every message - a Mittelstand sales team wants the AI to draft and queue, not send. Alice is built to send on your behalf; adding a mandatory approval loop is not the native pattern.
• Beyond sales - the operations lead wants one AI employee that also helps accounting book invoices and customer service answer tickets. 11x is sales-only; you would still need a separate tool for the other 80 percent of the company.

How to start - with 11x.ai or a European alternative

Two paths, depending on where your team sits.

Data protection and EU hosting

For a European sales team, where the prospect data is processed matters as much as the per-SDR savings. 11x.ai is a US vendor and does not publicly name an EU hosting region on its product pages; its DPA is not linked publicly¹. Superkind is the opposite: a European vendor with a European setup.

Safe by default

Your data stays in Europe, under a DPA, with no training on your data.

• Hosted and processed in Europe
• GDPR compliant
• Aligned with the EU AI Act
• No training on your data
• DPA through the Trust Center

What that means for sales in particular: prospect names, LinkedIn profiles, enrichment data, call recordings and meeting notes stay inside European processing. For an 11x setup, run a transfer impact assessment with your DPO, request the DPA and confirm where EU data is stored before you sign any contract¹.

Conclusion

11x.ai is a well-funded US bet on autonomous outbound and inbound sales: Alice sends email and LinkedIn, Julian takes voice calls, and both aim at US B2B SaaS teams that want to multiply SDR coverage in English. The price is not public but starts in the thousands of dollars per month on an annual contract⁴⁵⁶, and the 2025 customer-claims and churn reporting means a procurement review will ask hard questions²³. For a European team that wants sales and marketing work done, with approval before anything goes out, and the same AI employee helping accounting, customer service and operations too, Superkind is a different kind of answer - one AI colleague in Outlook, Teams and Slack, 1,500+ integrations, hosted in Europe, from EUR 50 per month for the whole company. See the 11x.ai alternatives comparison for a side-by-side on the tools in this space.

Frequently Asked Questions

Henri Jung

Co-founder of Superkind, the AI employee teams write to in Outlook, Teams and Slack. Henri helps companies, from small teams to the Mittelstand, hand their routine work to AI - without new tools, consultants or an in-house AI team.