Comparison table
| Formula. | 11x.ai | |
|---|---|---|
| Approach | Conversational agent for consultants and B2B SMBs | Enterprise AI SDR agent ("digital worker") |
| Target | Consultants, firms, B2B SMBs (solo or small team) | Enterprise sales teams (5+ SDRs) |
| Initial setup | ✓ 2 minutes at the start. The agent proposes the messages, persona and offer angle | ⚠ Guided onboarding, CRM integration, setup by the 11x team |
| Who runs the conversation | ✓ The agent replies, follows up, handles objections, up to a meeting in your calendar | ✓ The agent (Alice) runs conversations end-to-end |
| Channels | ✓ LinkedIn (28/day, 840/month max) + email in parallel | ✓ LinkedIn + email + phone + SMS |
| Response speed / swipe | ✓ You swipe from your phone, reply sent in under 5 minutes, 24/7 | ⚠ Desktop interface, built for teams, no mobile swipe app |
| LinkedIn posts | ✓ A full month of posts generated at once, the agent writes, you approve | ✗ No |
| Strategic comments | ✓ Under the posts of the accounts that matter in your market | ✗ No |
| Competitor analysis | ✓ Continuous | ⚠ Enrichment data, no competitive analysis |
| Lead magnets sent in DM | ✓ The agent sends your resources by private message to prospects | ✗ No |
| Cold calling | ✗ No (LinkedIn + email) | ✓ Yes, via agent Julian |
| A/B testing and learning | ✓ Automatic, the agent learns continuously | ✓ Yes |
| CRM integrations | ⚠ On request | ✓ Salesforce, HubSpot, etc. (enterprise) |
| Reply rate | ✓ 50 to 60% with a good offer | Not publicly disclosed |
| Price | ✓ Everything included from $107/month | ~$5,000/month, annual contracts $50k-$90k |
What is the actual difference?
11x.ai and Formula. make the same promise: an autonomous AI agent that prospects for you, runs conversations and delivers meetings to your calendar. Both are real conversational agents. The difference is not in capability. It is in the target and the price.
11x.ai ($76M raised, a16z + Benchmark, $350M valuation) is built for enterprise sales teams. Its agent "Alice" prospects on LinkedIn, email, phone and SMS. Its agent "Julian" handles inbound calls. Onboarding is guided, CRM integrations are native (Salesforce, HubSpot), and pricing is enterprise: annual contracts from $50,000 to $90,000. It is a human SDR replacement for companies that hire teams of 5 to 50 salespeople.
Formula. does the same job for consultants, firms and B2B SMBs. You set it up in 2 minutes. The agent prospects on LinkedIn (28/day, 840/month) and by email on the same qualified prospects, runs 100% of the conversations, handles objections and delivers meetings to your calendar. No phone or SMS (for now), but LinkedIn posts, strategic comments, competitor analysis and lead magnets sent in DM. All starting at $107/month.
In short: 11x.ai replaces an SDR team for $50k+/year. Formula. gives a complete SDR agent to a solo consultant for $107/month. Same promise, 50x cheaper, different target.
The swipe: built for the solo operator
When a prospect replies, you get the conversation on your phone with the answer already written by the agent. You swipe, it goes out. A few seconds for you, under 5 minutes for the prospect, 24/7. 11x.ai is built for teams with desktop dashboards and CRM workflows. Formula. is built so you can manage everything from your phone between two clients.
The agent also runs your LinkedIn presence
This is a strong differentiator. Formula. does not stop at private messages. It generates a full month of LinkedIn posts at once: it writes, you approve. It posts strategic comments under the accounts that matter in your market. It analyzes your competitors continuously. And it sends your resources and lead magnets by private message to prospects. 11x.ai does none of this. For a consultant, your LinkedIn presence is your storefront. A prospect who has seen your content before getting a message converts far better.
Where 11x.ai keeps the edge
On channels: phone and SMS on top of LinkedIn and email. On enterprise CRM integrations (native Salesforce). On volume: enterprise teams need thousands of prospects per month across long sales cycles. And on support: dedicated onboarding, account manager, SLA. If you run a sales team of 10+ people with a $50k+/year outbound budget, 11x.ai is built for you. If you are a consultant, firm or B2B SMB, it is oversized and out of budget.
What about pricing?
This is the most obvious difference. Formula. and 11x.ai do not play in the same pricing category.
| Formula. | 11x.ai | |
|---|---|---|
| Model | Everything included in every plan, only credits vary | Annual enterprise contract, pricing on request |
| Plans | Launch $107/month · Growth $247/month · Scale $447/month · Elite $697/month | ~$5,000/month · $50k-$90k/year |
| Lifetime access | $997, 30 spots max, + $29.97/month infrastructure | ✗ Not offered |
| Commitment | ✓ No commitment, cancel anytime | ⚠ Annual contract |
| What to add on top | ✓ Nothing, everything is included | ⚠ Enterprise CRM (Salesforce, HubSpot), sales team to close |
For a consultant or B2B SMB, 11x.ai costs more than a full year's salary of a junior salesperson. Formula. costs less than a business lunch per week.
Who is each solution built for?
Formula. is built for you if...
- You are a consultant, firm or B2B SMB already selling manually for 3 to 6 months
- Your persona is validated: you know who you sell to and why they buy
- You want meetings in your calendar, not an enterprise tool at $50k/year
- You want to manage everything from your phone: one swipe and the reply goes out
- You also want your LinkedIn presence handled: posts, comments, competitor watch
11x.ai is built for you if...
- You run a sales team of 5+ people
- You have an outbound budget of $50k+/year
- You need cold calling and SMS on top of LinkedIn and email
- You want native enterprise CRM integrations (Salesforce)
- You want guided onboarding with an account manager and SLA
One important point: Formula. is not built for starting from zero. You do not automate what you have not validated manually. If your offer does not sell manually yet, start there.
Frequently asked questions
What is the difference between Formula. and 11x.ai?
Both are autonomous AI SDR agents that run conversations end-to-end. The difference: 11x.ai targets enterprise teams (5+ SDRs) with a budget of $50k-$90k/year, and covers LinkedIn, email, phone and SMS. Formula. targets consultants and B2B SMBs from $107/month, covers LinkedIn and email, and also handles your LinkedIn presence (posts, comments, lead magnets in DM).
Is 11x.ai better than Formula.?
11x.ai has more channels (phone, SMS) and native enterprise CRM integrations. Formula. has features 11x.ai does not: LinkedIn posts, strategic comments, competitor analysis, lead magnets in DM. The question is not which is better, but which fits your size and budget.
How much does 11x.ai cost?
Pricing is not public. Contracts start around $5,000/month, or $50,000 to $90,000/year on annual commitment. Formula. starts at $107/month with no commitment, all features included. Lifetime access: $997 (30 spots max) plus $29.97/month infrastructure.
Who is Formula. built for?
Consultants, firms and B2B SMBs that already sell manually: 3 to 6 months of regular sales and a validated persona. Not for starting from zero. You do not automate what you have not validated manually.
Does 11x.ai have channels that Formula. does not?
Yes. 11x.ai covers LinkedIn, email, phone and SMS. Formula. covers LinkedIn and email, with WhatsApp and Instagram coming summer 2026. If you need automated cold calling, 11x.ai does it. In return, Formula. also handles your LinkedIn posts, strategic comments, competitor analysis and lead magnets sent in DM.
What reply rate can I expect with Formula.?
50 to 60% reply rate with a good offer, versus 7 to 11% for classic market sequences. The agent contacts 28 prospects per day on LinkedIn, follows up by email with the same qualified prospects, and A/B tests its approaches continuously.
The AI SDR agent at $107/month, not $50,000/year.
Formula. prospects, writes and runs the conversations for you. You validate with a swipe. Everything included from $107/month, no commitment.
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