Comparison table
| Formula. | Lemlist | |
|---|---|---|
| Approach | Agent: it prospects, writes, replies, and runs the conversation through to the meeting | Multi-channel outreach tool (email + LinkedIn) |
| 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 | ⚠ Sequences, lists, and variables to build yourself |
| Who writes the messages | ✓ The agent. Nothing to write on your side | ✗ You, for every sequence |
| Who runs the conversation | ✓ The agent replies, follows up, and handles objections, through to a meeting in your calendar | ✗ You, from the first reply onward |
| LinkedIn prospecting | ✓ Automated: max 28 contacts per day, 8am-6pm, human-like behavior | ⚠ LinkedIn limited depending on the plan |
| Email follow-up | ✓ In parallel, on the same qualified prospects. No mass cold email | ✓ Core of the tool: email sequences you build |
| Interest signal detection | ✓ Real-time | ✗ No |
| LinkedIn posts | ✓ A full month of posts generated at once. The agent writes, you validate | ✗ No (outreach tool first) |
| Strategic comments | ✓ Under the posts of the accounts that matter in your market | ✗ No |
| Competitor analysis | ✓ Continuous | ✗ No |
| Lead magnets by direct message | ✓ 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 | ⚠ You integrate them into your sequences yourself |
| Reply speed | ✓ The agent drafts the reply, you approve it in one click from your computer. On your phone from Q4 2026: notification, swipe, reply out in under 5 minutes | ⚠ Depends on you being at your screen |
| A/B testing | ✓ Automatic + continuous learning from your feedback | ⚠ Manual |
| Reply rate | ✓ 30-60% with a good offer | ⚠ 7-11% for standard market sequences |
| Channels | LinkedIn + Email · WhatsApp and Instagram in the works | Email + LinkedIn |
| 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 | ⚠ Unified multichannel inbox, AI-suggested replies and intent detection. Sending and follow-up stay on you |
| 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 prospect's reply. The sales pipeline lives in 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 | ✗ Not announced. Replies are generated, not sent on their own |
| 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 | ✗ No. Their AI only, with an API and connectors to your tools |
| Mobile app | ✓ Q4 2026, beta running. The web version is already available on desktop and mobile. 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 | ✓ HubSpot, Salesforce, Pipedrive, API |
| Free trial | ✓ 3 days to test your agent | ✓ 14 days |
| 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 | ⚠ Lead database and AI filters, but you build the target and the sequences |
| 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 | ✗ You steer the tool from its own interface |
| LinkedIn accounts | ✓ Up to 3 LinkedIn accounts connected on the top plan, with unlimited messages | ⚠ Seats billed per user |
| Pricing | Everything included from $107/month. Only the monthly credit volume changes between plans | Depends on the plan you choose, plus your working time |
3 days free. Keep control with a swipe, or let the agent reply on its own.
What Lemlist does really well
Lemlist is a reference in B2B cold email. Its strength: visual personalization, with images or screenshots customized to the prospect's name and company. For a sales team that wants to send email campaigns at large scale with a genuine personal touch, Lemlist is excellent.
The tool also comes with a full ecosystem: built-in prospect database, detailed analytics, open and click tracking. It is designed for sales professionals who want full control over every step of their sequences.
The bottom line: Lemlist is excellent if you already know how to prospect and want to keep your hands on every step. Formula. starts from the opposite premise: the work is done for you, and you validate with a swipe.
What's the actual difference?
The difference is not a feature list. It is structural. Lemlist is a tool you operate: you write the sequences, build the campaigns, and reply to prospects. Formula. is an agent that does the work for you.
At the start, you set up Formula. in 2 minutes. The agent proposes the messages, the persona, and the offer angle itself. After that, nothing to tune. It contacts up to 28 prospects per day on LinkedIn, between 8am and 6pm, with human-like behavior. And it follows up by email with the same qualified prospects. No mass cold email.
Above all, it runs the entire conversation: it replies, follows up, and handles objections, through to a meeting placed in your calendar. You collect replies from qualified prospects and validate with a swipe. A few seconds. The reply goes out in under 5 minutes, 24/7.
It also does what no cold email tool does. A full month of LinkedIn posts generated at once: the agent writes, you validate. Strategic comments under the posts of the accounts that matter in your market. Continuous competitor analysis. Your lead magnets sent by direct message to prospects. And it improves on its own: automatic A/B testing, continuous learning from your feedback.
The result: a 30-60% reply rate with a good offer, versus 7-11% for standard market sequences.
What about pricing?
With Formula., every feature is included in every plan, starting with Launch at $107/month. The only difference between plans: the volume of monthly credits. More credits means more prospecting and content volume.
| Formula. | Lemlist | |
|---|---|---|
| Entry plan | Launch at $107/month, everything included | Depends on the plan you choose |
| Features | ✓ All included from the first plan | ⚠ Features and limits vary by plan (LinkedIn limited depending on the plan) |
| Upgrading | 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 | Higher plans depending on your needs |
| What to add on top | ✓ Nothing | ⚠ Your working time: 1 to 3h per day (setup, monitoring, optimization) |
Who is each solution for?
Formula. is for you if...
- You are a consultant, a consulting firm, or a B2B SMB
- You have been selling manually for 3 to 6 months, with a validated persona
- You want qualified meetings in your calendar without carrying the prospecting
- You want to validate with a swipe, a few seconds a day
- You want an agent that does the work, not a tool to configure
Lemlist is for you if...
- You have a sales or SDR team in place
- You master cold email and deliverability
- You want to send campaigns at large scale
- You have prospect lists already built
- Email is your primary channel
The 2026 context is the same for every tool: LinkedIn now counts more than 1 billion members (source: LinkedIn) and caps invitations at 28 per day per account (official LinkedIn help).
With volume capped for everyone, targeting and response speed make the difference. Salespeople spend less than 30% of their time actually selling (source: Salesforce, State of Sales).
The full Formula. numbers are in the documented case study.
FAQ
What is the main difference between Formula. and Lemlist?
Lemlist is a tool you operate: you write the sequences, build the campaigns, and reply to prospects. Formula. is an agent: it prospects on LinkedIn, follows up by email with the same qualified prospects, runs the conversations and handles objections all the way to a meeting in your calendar. You validate with a swipe.
What do I have to configure with Formula.?
2 minutes at the start, that's it. The agent proposes the messages, the persona, and the offer angle itself. No settings after that. Nothing to write, nothing to tune, no sequences to build.
Who replies to prospects?
The agent runs 100% of the conversation: it replies, follows up, and handles objections, through to a meeting placed in your calendar. You collect replies from qualified prospects and validate with a swipe. The reply goes out in under 5 minutes, 24/7.
Is Lemlist right if I do not have cold email expertise?
Lemlist requires real mastery of deliverability, copywriting, and segmentation. Without those skills, results will be disappointing. Formula. is designed to work without prior expertise: the agent proposes everything, you validate.
Is Formula. right for everyone?
No. Formula. is built for consultants, consulting firms, and B2B SMBs that already sell manually: 3 to 6 months of regular sales and a validated persona. It is not made for starting from zero. You don't automate what you haven't validated manually.
Stop building sequences. Collect qualified meetings.
2 minutes of setup. The agent prospects, replies, and delivers your clients to your phone. You validate with a swipe.
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