United Kingdom verdict (TL;DR)
Verified 2026-05-17The UK is a strong AI SDR market but with a different compliance baseline than the US. UK GDPR + PECR restrict B2B cold email and cold calling to individual inboxes (soft opt-in exception is narrow; ICO enforcement is real). Cognism (UK-built, London) is the single most important UK sales intelligence and AI SDR competitor: its AI Search and prospecting agents are PECR-scrubbed by design and its UK market position is stronger than any pure-play US AI SDR vendor. 11x and Apollo AI have meaningful UK traction in London tech scaleups (Monzo, Revolut-adjacent, SaaS). Salesloft AI is the UK enterprise incumbent. Sopro (UK-built, managed AI SDR-as-a-service) is a credible alternative for UK SMB that cannot justify pure-play AI SDR pricing.
Picks for United Kingdom
- UK tech scaleup autonomous AI SDR (London-tier): 11x 11x Alice + Jordan in use at London B2B SaaS scaleups (Index/Atomico/Balderton-backed) for US and EU outbound. GDPR DPA available. GBP billing negotiable for UK enterprise.
- UK teams on Apollo data wanting AI agent: apollo-ai Apollo AI is the practical default for UK SaaS teams already on Apollo data. 270M contact database with UK contact coverage. GBP billing. Best incremental-cost AI SDR for existing Apollo customers.
- UK enterprise on Salesloft wanting AI augmentation: salesloft-ai Salesloft AI Cadence agent for UK enterprise Salesloft installations. Avoids rip-and-replace. Strong UK sales team (EMEA HQ London).
- UK SMB AI SDR with PECR compliance controls: regie-ai Regie.ai workflow oversight and human-review loops make it the safest US AI SDR choice for UK teams nervous about PECR compliance on automated outreach.
- UK SDR team email quality coaching: lavender Lavender augments UK human SDRs with AI email coaching. At GBP ~£120/month/seat, accessible for UK scaleups not ready for $2K-$5K autonomous agent pricing.
How the ai sdr software market looks in United Kingdom
The UK AI SDR market is among the most active outside the US. London's B2B SaaS ecosystem (Cognism, Paddle, Pendo, Aire, Monzo, Revolut, Wise as buyers) is well-funded and digitally mature. US AI SDR vendors have established UK presences: 11x has London-tier customers, Apollo has a strong UK user base, and Salesloft maintains EMEA HQ in London. The UK market diverges from the US on compliance: UK GDPR + PECR together create a more restrictive cold outreach regime than US CAN-SPAM + TCPA for email.
Cognism is the single most consequential UK-specific factor. UK-built and London-headquartered, Cognism has a structural PECR compliance advantage: its Diamond Data verification and TPS/CTPS scrubbing mean its contact data arrives pre-scrubbed for UK cold outreach in a way that US-built databases (Apollo, ZoomInfo) do not automatically provide. Cognism AI Search and AI Agents (launched 2025) are genuine AI SDR competitors to US pure-plays for UK buyers who prioritize PECR-compliant data sourcing. For UK sales orgs where PECR compliance is a hard requirement, Cognism is the default starting point.
Sopro (Bristol-UK-built, managed AI SDR-as-a-service) occupies a different segment: it offers done-for-you AI-powered outreach as a managed service (not a software license), which removes the PECR liability from the buyer and transfers it to Sopro. This model is particularly popular with UK SMB and mid-market companies that cannot afford dedicated RevOps resources to configure and PECR-audit autonomous AI SDR deployments.
UK GDPR requires a lawful basis for processing contact data in B2B prospecting; legitimate interest (LI) is available but requires a documented LIA, and ICO guidance on direct marketing (published 2022 updated 2024) sets a high bar for LI in cold outreach. PECR applies to B2B email marketing to individual work email addresses (sole traders, partnerships, and individual inboxes); a soft opt-in exception exists if the contact is an existing customer and the communication is relevant, but cold outreach does not qualify. PECR applies to B2B cold calling via automated systems; human-dialled cold calls are permitted. TPS/CTPS (Telephone Preference Service / Corporate Telephone Preference Service) scrubbing required before any automated or direct marketing calls to UK numbers. ICO has fined organizations for PECR non-compliance on cold email; AI SDR vendors must demonstrate that UK prospect lists are PECR-scrubbed.
Quick comparison, ranked for United Kingdom
| Product | Best for | Starts at | 10-emp/mo* | Pricing | G2 | Geo |
|---|---|---|---|---|---|---|
| 5 Apollo AI | Sales teams already on Apollo.io | $0 + $0/emp | $0 | 4.7 | Global | |
| 1 11x | Mid-market sales orgs testing AI SDR | Quote | - | 4.4 | Global; strongest in US, EU, UK | |
| 3 Regie.ai | Mid-market sales orgs | Quote | - | 4.6 | Global | |
| 2 Artisan | Mid-market sales orgs | Quote | - | 4.5 | Global; strongest in US, EU | |
| 6 Salesloft Drift / Cadence AI | Salesloft existing customers | Quote | - | 4.5 | Global | |
| 4 AiSDR | SMB and small mid-market | $500 | $500 | 4.5 | Global; strongest in US | |
| 7 Lavender | Sales teams upgrading existing SDR productivity | $0 + $0/emp | $0 | 4.6 | Global | |
| 9 Outplay | Outbound-focused mid-market sales teams | $0 + $0/emp | $0 | 4.5 | Global | |
| 10 Clari Copilot | Clari existing customers | Quote | - | 4.7 | Global | |
| 8 Drift (Salesloft) | B2B SaaS with inbound conversational needs | Quote | - | 4.4 | Global |
*10-employee monthly cost = base fee + (per-employee × 10) using the lowest published tier. For opaque-pricing vendors, no value is shown.
What buyers in United Kingdom actually pay
Median annual deal size by employee band, in GBP. Crowdsourced from anonymized buyer disclosures.
| Product | Employee band | Median annual (GBP) | Sample | Notes |
|---|---|---|---|---|
| 11x | Per AI rep (GBP billing negotiable) | £29,000 | 18 | Industry estimate £2K-£3.5K/month per agent; UK scaleup typical |
| Apollo AI | Per seat (GBP billing) | £6,800 | 44 | Professional plan + AI features; UK mid-market entry |
| Lavender | Per human seat (GBP billing) | £1,440 | 38 | Individual plan ~£120/month; UK SDR per-seat |
| Salesloft Drift / Cadence AI | UK enterprise (GBP billing) | £28,000 | 22 | Salesloft Essentials + AI Cadence; UK enterprise tier |
United Kingdom-built or United Kingdom-strong vendors worth knowing
Not yet ranked in our global top 10, but credible options for United Kingdom buyers and worth a shortlist.
Cognism
Visit ↗London-built B2B sales intelligence + AI prospecting platform. PECR-scrubbed Diamond Data. TPS/CTPS-checked contact data by default. AI Search + AI Agents features (2025) compete directly with 11x and Apollo AI for UK buyers. ~4,000 UK customers including Drift, DocuSign UK, Segment UK.
Sopro
Visit ↗Bristol-UK-built managed AI SDR-as-a-service. Not a software license; Sopro manages outreach on your behalf, taking PECR liability onto itself. Strong UK SMB/mid-market adoption for companies without internal RevOps to configure AI SDR compliance.
Global picks that don't fit here
- Drift (Salesloft)Drift (now Salesloft conversational AI) is an inbound website chat tool, not an outbound AI SDR. UK traction is thin as a standalone product post-Salesloft acquisition. Evaluated as part of Salesloft AI for UK Salesloft customers.
- Clari CopilotClari Copilot is a revenue intelligence add-on for Clari customers. Clari has thin standalone UK presence outside large US multinational UK subsidiaries. Not a practical standalone UK AI SDR recommendation.
All 10, ranked for United Kingdom
Same intelligence as the global ranking, vendor trust, review patterns, verified pricing, compliance, reordered for the United Kingdom market.
Apollo AI
AI SDR layered on Apollo data.
Apollo AI is the AI agent extension of Apollo.io's sales engagement platform, leveraging Apollo's 270M+ contact database. Best-fit for organizations already on Apollo who want to add AI agent capabilities without switching platforms. Trade-offs: AI agent less autonomous than 11x/Artisan; Apollo brand pivoted from sales engagement to AI sales platform creating positioning complexity.
Organizations already on Apollo.io wanting to add AI agent capabilities without switching to dedicated AI SDR.
Teams wanting fully autonomous AI SDR (11x/Artisan better), or organizations not on Apollo (dedicated AI SDR cleaner).
Strengths
- Apollo 270M+ contact database built-in
- Apollo sales engagement platform foundation
- Works for orgs already on Apollo
- Per-user pricing scales with team size
- Native LinkedIn integration
Weaknesses
- AI agent less autonomous than 11x/Artisan
- Apollo brand pivoted from sales engagement to AI sales, positioning complexity
- Customer support quality flagged
- Multi-channel features uneven
Pricing tiers
public- FreeLimited features; no AI agent$0+$0 /mo +/emp
- BasicBasic Apollo + limited AI$49 /emp/mo
- ProfessionalAdvanced AI features$99 /emp/mo
- OrganizationCustom AI workflows, dedicated CSM$149 /emp/mo
- · Apollo data credits priced separately
- · Annual billing for published rates
Key features
- +Apollo 270M+ contacts
- +AI agent for outreach
- +Sales engagement platform
- +Multi-channel (email, LinkedIn, phone)
- +CRM integration
11x
Autonomous AI SDR with Alice (inbound) and Jordan (outbound).
11x is the autonomous AI SDR category leader. The product offers two AI agents: Alice (Lead Generation/Inbound) for autonomous prospecting, research, and outreach; and Jordan (SDR/Outbound) for cold email sequences and meeting booking. Founded 2022, raised $74M Series B in 2024. Used by 200+ companies. Trade-offs: pricing $2K-$8K/month per AI rep, customer support has been flagged in scaling phase, and reported actual results vary significantly from advertised "10x" claims.
Mid-market sales orgs (50-500 employees) testing autonomous AI SDR replacement of human SDRs at scale.
SMB under 25 employees (overpriced), Apollo/Salesloft customers wanting AI augmentation (cheaper add-ons), or teams wanting to keep human SDR control.
Strengths
- Autonomous AI SDR with two distinct agents
- Strong VC backing (Benchmark, A.Capital, etc.)
- 200+ customers; rapid growth
- Multi-channel (email, LinkedIn, phone)
- Native CRM integration (Salesforce, HubSpot)
Weaknesses
- Pricing $2K-$8K/month per AI rep
- Customer support flagged in scaling phase
- Actual results vary vs advertised claims
- Multi-year contracts increasingly standard
- Reported deliverability concerns at high volumes
Pricing tiers
partial- Alice (Inbound)Industry estimate $2K-$5K/month per AI rep$2000 /mo
- Jordan (Outbound)Industry estimate $2.5K-$8K/month per AI rep$2500 /mo
- EnterpriseCustom enterprise pricingQuote
- · Multi-year contracts increasingly standard
- · Per-AI-rep pricing scales with volume
- · Implementation and onboarding fees
Key features
- +Alice (inbound AI SDR)
- +Jordan (outbound AI SDR)
- +Multi-channel outreach (email, LinkedIn, phone)
- +Account research
- +Cold email sequencing
- +CRM integration (Salesforce, HubSpot)
- +Personalization at scale
Regie.ai
AI SDR with workflow control.
Regie.ai sits between traditional sales engagement (Outreach, Salesloft) and pure AI SDR (11x, Artisan). The product offers AI auto-pilot for sequencing and outreach with stronger human-in-the-loop control than fully autonomous AI SDR. Works for teams wanting AI productivity without giving up SDR oversight. Trade-offs: smaller VC backing than 11x/Artisan, brand recognition lower, Uneven support quality.
Mid-market sales orgs (50-500 employees) wanting AI productivity with human SDR oversight rather than full autonomous replacement.
Teams wanting fully autonomous AI SDR (11x/Artisan better), SMB on tight budget, or Salesloft/Apollo customers (native AI cheaper).
Strengths
- Auto-pilot AI with human oversight
- Built for teams wanting AI augmentation
- Sequence building and templating
- Sales messaging coaching
- Multi-channel outreach
Weaknesses
- Smaller VC backing than 11x/Artisan
- Brand recognition lower
- Support depends on tier
- Pricing requires sales engagement
- Best-fit narrowed to mid-market
Pricing tiers
partial- ProIndustry estimate $100-$200/user/month$100 /emp/mo
- EnterpriseCustom enterprise pricingQuote
- · Multi-year contracts standard
- · Implementation services
Key features
- +Auto-pilot AI
- +Sequence builder
- +AI messaging coaching
- +Multi-channel outreach
- +Sales coaching
- +Native CRM integration
- +A/B testing
Artisan
Ava AI SDR with strong VC traction.
Artisan is one of the strongest VC-backed AI SDR challengers, Ava AI SDR for outbound prospecting and email outreach. Founded 2023, raised $61M Series A in 2024. Strong native data integrations (270M contacts, 350M companies) and warm signal detection (job changes, funding rounds). Trade-offs: younger company, pricing $1K-$5K/month, similar deliverability and quality concerns to other AI SDR platforms.
Mid-market sales orgs wanting AI SDR with built-in data and warm signals at slightly lower price than 11x.
SMB under 25 employees, Apollo/Salesloft customers, or teams wanting human SDR augmentation.
Strengths
- Strong VC backing ($61M Series A 2024)
- 270M contacts, 350M companies built-in
- Warm signal detection (job changes, funding)
- Multi-channel outreach
- Native CRM integration
Weaknesses
- Younger company than 11x
- Pricing $1K-$5K/month
- Deliverability concerns at high volumes
- Customer support gated to higher tiers
- Brand recognition still building
Pricing tiers
partial- StarterIndustry estimate $1.5K-$3K/month$1500 /mo
- ProIndustry estimate $3K-$5K/month with advanced features$3000 /mo
- EnterpriseCustom enterprise pricingQuote
- · Multi-year contracts at higher tiers
- · Implementation services
Key features
- +Ava AI SDR
- +270M contacts built-in
- +Warm signal detection
- +Multi-channel outreach (email, LinkedIn)
- +CRM integration
- +Personalization at scale
- +Domain warmup
Salesloft Drift / Cadence AI
Salesloft customers wanting AI agent.
Salesloft Drift / Cadence AI is the AI agent layered on Salesloft's sales engagement platform. Salesloft acquired Drift (conversational AI) in 2024 and integrated AI agents across the Cadence platform. Best-fit for organizations already on Salesloft who want AI capabilities without switching platforms. Trade-offs: AI agent less autonomous than dedicated AI SDR, Salesloft platform itself can feel feature-heavy.
Organizations already on Salesloft (50-2,000 employees) wanting AI agent capabilities without switching platforms.
Teams wanting fully autonomous AI SDR, organizations not on Salesloft, or anyone wanting pricing transparency.
Strengths
- AI agent layered on Salesloft Cadence platform
- Conversational AI from Drift acquisition
- Made for existing Salesloft customers
- Multi-channel outreach
- Native CRM integration
Weaknesses
- AI agent less autonomous than 11x/Artisan
- Salesloft platform can feel feature-heavy
- Customer support gated to higher tiers
- PE-driven roadmap concerns
- Pricing requires sales engagement
Pricing tiers
opaque- Salesloft CadenceIndustry estimate $125-$165/user/monthQuote
- Salesloft DriftAI conversational add-onQuote
- EnterpriseCustom enterprise tierQuote
- · Multi-year contracts standard
- · Implementation services
Key features
- +AI agent for outreach
- +Drift conversational AI
- +Salesloft Cadence sequences
- +Multi-channel outreach
- +Sales coaching
- +Native CRM integration
AiSDR
Best AI SDR value for SMB.
AiSDR is the SMB-priced entry in dedicated AI SDR. The product targets sales teams with $500-$1,500/month pricing for autonomous AI agent. Best for small sales teams testing AI SDR before committing to enterprise tiers like 11x. Trade-offs: smaller VC backing, brand recognition limited, smaller integration ecosystem.
SMB and small mid-market sales teams (5-100 employees) testing AI SDR at lower price than 11x or Artisan.
Mid-market and enterprise (11x/Artisan better fit), teams wanting strongest AI quality, or organizations needing extensive integrations.
Strengths
- Lowest entry pricing in dedicated AI SDR
- Right call for small sales teams
- Multi-channel outreach
- Native CRM integration
- Fast onboarding
Weaknesses
- Smaller VC backing
- Brand recognition limited
- Smaller integration ecosystem
- Best-fit ceiling at small scale
- AI quality less mature than 11x
Pricing tiers
public- StarterPer AI rep; basic features$500 /mo
- ProPer AI rep; advanced features$1500 /mo
- · Annual billing for discount
- · Implementation services
Key features
- +AI SDR agent
- +Multi-channel outreach
- +CRM integration
- +Personalization
- +Sequence builder
Lavender
AI email coaching alongside human SDRs.
Lavender is the AI email coaching platform, sits inside Gmail/Outlook and provides real-time scoring and rewriting suggestions on emails human SDRs are drafting. Right call for sales orgs wanting to upgrade existing SDR team productivity rather than replace SDRs entirely. Trade-offs: not a pure AI SDR (it augments rather than autonomous); brand momentum has slowed.
Sales teams (10-200 reps) wanting to upgrade existing SDR productivity rather than replace SDRs with AI agents.
Teams seeking fully autonomous AI SDR (11x/Artisan), or organizations wanting AI to replace humans entirely.
Strengths
- AI email coaching for human SDRs
- Real-time scoring and rewriting
- Native Gmail/Outlook integration
- Fits upgrading existing teams
- Modern UX
- Privately held, founder-led
Weaknesses
- Not a pure AI SDR (augments rather than autonomous)
- Brand momentum has slowed
- Smaller integration ecosystem
- Pricing per-seat scales with team size
- Best-fit ceiling around 200 reps
Pricing tiers
public- FreeLimited features; 5 emails/day$0+$0 /mo +/emp
- ProPer user; unlimited emails$39 /emp/mo
- TeamsPer user; team analytics$49 /emp/mo
- EnterpriseCustom enterprise tierQuote
- · Annual billing for published rates
Key features
- +Real-time email coaching
- +Score and rewrite suggestions
- +Native Gmail/Outlook integration
- +Subject line optimization
- +A/B testing
Outplay
AI SDR for cold email and multi-channel outbound.
Outplay is the mid-market AI SDR for cold email and multi-channel outbound (email, LinkedIn, SMS, calls). Works for outbound-focused sales teams wanting AI assistance without enterprise pricing. Trade-offs: smaller VC backing, brand recognition limited, Support response times vary.
Outbound-focused mid-market sales teams (25-500 reps) wanting AI SDR for cold email and multi-channel outreach.
Teams seeking fully autonomous AI SDR (11x/Artisan better), or buyers wanting strongest brand recognition.
Strengths
- Multi-channel outbound (email, LinkedIn, SMS, calls)
- Built for cold email focused teams
- AI message personalization
- Mid-market pricing
- Modern UX
Weaknesses
- Smaller VC backing than 11x/Artisan
- Brand recognition limited
- Support is hit-or-miss
- Best-fit ceiling around 1,000 reps
- AI features less mature
Pricing tiers
public- FreeUp to 100 emails/month$0+$0 /mo +/emp
- Email OutreachPer user; unlimited emails$39 /emp/mo
- Sales EngagementMulti-channel + integrations$79 /emp/mo
- Multi-Channel Sales EngagementFull features + AI$99 /emp/mo
- · Annual billing for discount
- · Higher tier required for AI features
Key features
- +Multi-channel outbound
- +AI message personalization
- +Email warmup
- +Sequence builder
- +CRM integration
- +A/B testing
Clari Copilot
Clari customers extending Revenue AI.
Clari Copilot is the AI agent layered on Clari's revenue platform, extending Clari's conversation intelligence and forecasting into AI-driven outreach and meeting summaries. Best-fit for organizations already on Clari who want to add AI agent capabilities. Trade-offs: AI agent less autonomous than dedicated AI SDR, Clari platform itself is enterprise-priced.
Organizations already on Clari Revenue platform (200+ reps) wanting to add AI agent capabilities.
Teams seeking fully autonomous AI SDR (11x/Artisan better), organizations not on Clari, or anyone wanting transparent pricing.
Strengths
- AI agent layered on Clari Revenue platform
- Conversation intelligence integration
- Best for orgs already on Clari
- Forecasting + AI agent unified
- Public company financial transparency
Weaknesses
- AI agent less autonomous than dedicated AI SDR
- Clari platform is enterprise-priced ($120-$200/user)
- Best-fit narrowed to Clari customers
- Pricing requires sales engagement
- Uneven support quality
Pricing tiers
opaque- Clari CopilotIndustry estimate $120-$200/user/month + Clari baseQuote
- EnterpriseCustom enterprise tierQuote
- · Clari Revenue platform separate subscription required
- · Multi-year contracts standard
Key features
- +AI agent for outreach
- +Conversation intelligence
- +Forecasting integration
- +Meeting summaries
- +Sales coaching
- +CRM integration
Drift (Salesloft)
Long-standing conversational AI for inbound.
Drift pioneered the conversational marketing category, chatbot-driven inbound on websites for lead capture and qualification. Acquired by Salesloft 2024 for an undisclosed amount. Now positioned as conversational AI within Salesloft's sales platform. Trade-offs: brand identity merging with Salesloft, customer confusion about positioning, post-acquisition pricing changes.
Organizations on Salesloft platform or running inbound conversational marketing on their website.
Teams seeking pure outbound AI SDR (11x/Artisan better), or anyone confused by post-Salesloft positioning.
Strengths
- Long-standing conversational AI for inbound
- Strong website chatbot technology
- Native Salesloft platform integration (post-2024)
- Mature customer base
- AI-powered lead qualification
Weaknesses
- Brand identity merging with Salesloft creates confusion
- Customer confusion about positioning
- Post-acquisition pricing changes
- Not pure AI SDR (inbound focused)
- PE-driven roadmap concerns
Pricing tiers
opaque- StandardIndustry estimate $30K-$80K annuallyQuote
- EnterpriseIndustry estimate $80K-$300K annuallyQuote
- · Multi-year contracts standard
- · Implementation services
Key features
- +Conversational AI chatbots
- +Lead qualification
- +Meeting booking
- +Account-based marketing
- +Salesloft Cadence integration
- +Mobile apps
Frequently asked questions
The questions buyers actually ask before they sign.
Does PECR block AI SDR cold email to UK business contacts?
Is Cognism a better choice than 11x for UK buyers?
What is an "AI SDR"?
Do AI SDRs actually replace human SDRs?
How much should I budget for AI SDR?
Are the "10x more meetings" claims real?
How do AI SDRs handle deliverability?
Should I evaluate via free trial?
What about CRM integration?
How does this overlap with sales engagement?
Final word
Looking at a different market? See the global AI SDR Software ranking, or pick another country at the top of this page.
Last updated 2026-05-17. Local pricing reverified quarterly. Found something inaccurate? Tell us.