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 | ✓ You hand over your website and your LinkedIn. The agent works out what you sell, builds your offer and the questions to ask your prospects, then builds the target list. Nothing to write, nothing to configure | ⚠ 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 | ✓ The agent drafts the reply, you approve it in one click from your computer. On your phone from September 2026: notification, swipe, reply out in under 5 minutes | ⚠ 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 | ✓ Want to send a resource to everyone who commented on a post? The agent sends it by direct message, then follows up for weeks so nobody slips away | ✗ No |
| Cold calling | ✗ No (LinkedIn + email) | ✓ Yes, via agent Julian |
| A/B testing and learning | ✓ Automatic, the agent learns continuously | ✓ Yes |
| Reply rate | ✓ 50 to 60% with a good offer | Not publicly disclosed |
| Built-in inbox and CRM | ✓ Your conversations sorted automatically: New, Cold, Warm, Hot, To follow up, Calendar link sent, Call booked, No show, Signed. The AI drafts the reply, you send it, edit it, or attach a file or a voice note. Schedule a follow-up in a week, a month or a year | ⚠ Alice's own inbox, run from the browser |
| From first message to signed deal | ✓ From first message to signed deal in the same tool, with the revenue generated tied back to each conversation | ⚠ Stops at the booked meeting. Deal tracking goes through your CRM |
| Full auto or human control | ✓ Both. The agent replies and books meetings on its own, or you keep control and approve each reply. Switch modes whenever you want | ✓ Autopilot announced, meeting booking included |
| Connect your own AI | ✓ Our AI is included, nothing to plug in. You can also connect your own ChatGPT, Claude, Gemini or Mistral: your AI writes the replies, under your own GDPR rules | ✗ Not announced |
| Mobile app | ✓ September 2026, beta running. Today you approve on desktop. Tomorrow you get the notification and swipe wherever you are | ✗ Not announced |
| CRM integrations | ✓ HubSpot natively, plus an iClosed connection that ties closed deals back to conversations. The API connecting every CRM lands early September 2026 | ✓ Salesforce, HubSpot, Slack, API |
| Free trial | ✓ 2 weeks to test your agent | ✗ No self-serve trial announced, demo first |
| Building your target list | ✓ The agent targets people who like your posts, people who like and comment on your competitors' posts, and the influential voices in your market. You can edit the target, or leave it alone | ⚠ Targeting via signals and CRM data. Likes and comments scope not announced |
| Steering and dashboard | ✓ You steer it from Formula or from your own AI (Claude, ChatGPT, Gemini), with a tracking dashboard. No campaign to build, no monitoring to do | ⚠ Dashboard in their app |
| LinkedIn accounts | ✓ Up to 3 LinkedIn accounts connected on the top plan, with unlimited messages | ⚠ Depends on the enterprise contract |
| Price | ✓ Everything included from $107/month | ~$5,000/month, annual contracts $50k-$90k |
2 weeks free. Keep control with a swipe, or let the agent reply on its own.
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, the conversation is waiting 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 in a few minutes 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 | Several plans, from $107/month, everything included. Up to 3 LinkedIn accounts and unlimited messages on the top plan. Full grid on the Pricing page | ~$5,000/month · $50k-$90k/year |
| 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.
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.
Start my agent for free →2 weeks free, no commitment.