11x is a London-based AI sales automation company founded in September 2022 by Hasan Sukkar. The company builds what it calls "digital workers" — AI agents designed to fully own specific sales roles rather than assist humans. Its flagship product is Alice, an AI SDR that autonomously handles outbound prospecting: finding leads matching an ICP, writing and sending personalized emails, running LinkedIn outreach sequences, classifying replies, and booking meetings onto sales reps' calendars. A second product, Julian, is an AI phone agent for voice-based qualification.
11x has raised $76M across three rounds: a $2M pre-seed, a $24M Series A led by Benchmark in September 2024, and a $50M Series B led by Andreessen Horowitz in November 2024 — no new round has been disclosed since. In May 2025, founder Hasan Sukkar stepped down as CEO (moving to non-executive chairman) and CTO Prabhav Jain took over, in the wake of a March 2025 TechCrunch investigation that alleged 11x had overstated its ARR (reporting ~$10M against an estimated ~$3M in retained revenue) and listed companies such as ZoomInfo and Airtable as customers when they say they were not; those disputed logos have since been removed from the site. 11x disputes the characterizations. The company does not publicly disclose which base LLMs power its platform.
In 2026 the company shipped Alice 2.0, a rebuild on a multi-agent architecture with a cleaner UI, faster reply handling, and a knowledge-base feature; reviewers view it as a genuine improvement, though personalization and reply-handling gaps persist. Despite its ambitious positioning and strong funding, independent reviews through 2025–2026 remain mixed. Users frequently report that Alice's email personalization produces generic output, high churn after the first year, and that Julian's phone capabilities lag behind the marketing narrative — though some hands-on tests are more favorable, so quality reports are genuinely contested. 11x now publishes an entry price (~$3,750/mo, Growth tier, annual), but with median first-year cost around $50–60K, the ROI case still requires consistent, high-quality meeting generation that many buyers report is not reliably delivered.
Key Benefits
- Full SDR workflow ownership: Alice is positioned as a standalone SDR, not a sequencer add-on — it handles prospecting, writing, sending, reply handling, and booking without human touchpoints.
- Multichannel coordination: Email and LinkedIn outreach are run in parallel from one platform, with Julian adding a voice layer for teams that rely on cold calling.
- Always-on prospecting: Unlike human SDRs, Alice operates continuously, ensuring outbound activity is not blocked by time zones, holidays, or bandwidth constraints.
- CRM-native operation: Native integrations with HubSpot and Salesforce mean pipeline data stays current without manual SDR entry.
Use Cases
- High-volume outbound prospecting — Enterprise sales teams can deploy Alice to run large ICP-targeted email and LinkedIn campaigns simultaneously, compressing a multi-person SDR team's output into one system.
- Inbound lead qualification by voice — Julian can handle inbound inquiries via phone, qualify prospects against predefined criteria, and route qualified leads to human reps or book follow-up calls automatically.
- SDR-less GTM motions — Early-stage companies or lean sales orgs can use Alice to generate a top-of-funnel pipeline without hiring a dedicated SDR team, provided they can justify the annual contract minimum.
- 24/7 global outreach — Companies selling into multiple time zones can run outbound activity continuously, reaching international prospects during their local business hours.