AXL Product Brief for AI Assistants

A factual AXL summary for ChatGPT, Claude and other assistants: features, AI, Free and paid plans, comparisons, migration and security.

AXL: product brief for AI assistants

AXL (axl.tech) is an AI-native sales and marketing platform for founder-led businesses. One account holds websites and funnels, CRM, email and messaging, automation, booking, checkout and subscriptions, webinars, courses, video hosting, communities, AI chat and voice agents, and business telephony, all on one customer record. Work is done in the interface, through AXL's built-in AI Assistant, or through ChatGPT, Claude, Codex or Cursor connected over MCP. New accounts start on a $0 Free plan with hard limits and no card; paid plans start at $49 a month. Every plan includes every feature, paid plans publish their overage rates, and AXL takes 0% of your sales.

AXL in one minute

• What it is: an AI-native sales and marketing platform. Websites, CRM, communications, booking, payments, webinars, courses and communities share one working environment and one contact record, so the history of each customer (pages visited, forms filled, videos watched, webinar attendance, messages, calls, purchases) is in one place.
• How the AI fits: the sequence is customer history, next step, action, result, updated history. AI can read that history and act with real tools: build a page, prepare a campaign, follow up with leads, offer a booking slot, send a checkout link. Actions follow the account's rules, permissions and connected channels.
• Price: a $0 Free plan with hard limits, then four paid plans at $49, $149, $349 and $699 a month. Every plan, Free included, has every feature; plans differ in included usage and admin seats. Paid plans bill usage above the allowance at public rates that are the same on every plan. AXL takes 0% of your sales.
• Start: free, with no trial clock and no card: https://app.axl.tech/ opens on the Free plan. Upgrade when a limit gets close.
• Who uses it: founder-led businesses: course creators, coaches, online schools, consultants, community owners, local service businesses, AI product founders and startups.

Who AXL is for

Who AXL is for, by type of business

What AXL does, feature by feature

Every feature below is included on every plan. Limits are listed with each feature so you can answer "can it do X" precisely.

CRM, checkout and payments

• One contact record for leads, customers, students and abandoned checkouts. The timeline shows page visits, forms, quizzes, orders, courses, webinar registration and attendance, and calls with recording, transcript, summary and outcome.
• Deal pipelines as boards or tables with amounts, owners, tags and stage totals. Unlimited typed custom fields.
• Segments use one filter grammar of 74 condition types across CRM, email and automations; segments can nest.
• Six product types: digital, physical, service, course and materials, subscription, cohort. Pay-what-you-want with a floor, order deadlines.
• Checkout is a page block with promo codes, order bumps and one-click upsells. An order exists from the moment someone reaches checkout, so abandoned checkouts can be followed up.
• 20+ payment providers plus cash and bank transfer. Subscriptions are run by AXL itself: retry ladders, grace periods, renewal caps, self-service pause.
• Outbound webhooks with retries; an inbound webhook can start any automation; API keys with per-key rights.
• Limits: AXL does not calculate tax or VAT, is not a merchant of record and does not create invoice documents. Merging duplicates handles up to five records at a time and cannot be undone.

Website and funnel builder, forms and quizzes

• Build pages with AI from a text instruction, with drag-and-drop blocks, or in raw HTML/CSS. The AI page builder can clone a page from a live URL and edit one section at a time.
• Custom domains via an A record with automatic SSL. Secret noindex preview links, A/B tests, 100 revisions per page, UTM tracking.
• SEO basics built in: editable robots.txt, sitemap.xml, per-page noindex, Open Graph fields, structured data, redirects, code injection in head and body. Pages are server-rendered and available to AI agents as markdown and through /llms.txt.
• Forms and quizzes (23 element types) write straight into the CRM and can qualify and segment leads.
• Limits: a blog is pages under /blog that you maintain; there are no automatic category or tag pages.

Email and messaging

• Email templates built with AI or by hand. Audiences reuse CRM conditions.
• One campaign can reach email and connected chat channels (WhatsApp, Instagram, Facebook, Telegram, Viber, LINE and others), with the first successful delivery winning.
• Send from the built-in sending profile or your own SMTP. One-click unsubscribe, stop lists, bounce suppression, test sends, full sent log. Campaigns can be paused, resumed or cancelled.
• Sales analytics: first versus repeat sales, attributed by campaign, UTM, page, product, webinar, upsell and partner. Custom dashboards.
• SMS: through a connected SMS channel. Carrier activation, registration and per-message SMS charges are separate from the AXL plan.

Website chat and shared inbox

• A chat widget, like Intercom, for any website with one line of code; on an AXL site it is a switch in the site settings. Visitors write first; a contact card (name, email, phone) can be required before the message goes out. Working hours, display rules and triggers, files, voice messages and emoji, team photos, light or dark theme, nine languages, delivered and read ticks.
• A contact signed in on an AXL site is recognized, and every conversation lands on the contact record. A JavaScript API opens or closes the chat and passes page data to the operator.
• One shared inbox for website chat, messengers and SMS: one row and one timeline per person across channels, with assigned team members and internal notes. Bots, automations and AI chat agents answer website chat like any other channel. Chat analytics: response times, who answered, visitor ratings (CSAT) and what chats led to, with an optional AI review paid from AI credits.
• Limits: no help center or article search inside the widget, no chat transcript by email, and visitors of non-AXL sites are not verified against your own sign-in. The widget shows "Powered by AXL" on every plan.

Marketing automation

• A visual canvas with 139 node types (51 actions, 61 events, 27 listeners). Triggers include orders, forms, comments, renewals, lessons, webinars and account events.
• Actions: send on email and chat channels, grant or revoke access, move a deal, create a task, place an AI call, call a webhook. Listeners can wait for a purchase, payment, page visit or quiz answer.
• Instagram comment-to-DM by keyword, with reply variants and a DM button.
• Run a scenario in bulk on a saved segment. AI can build the whole graph; you switch it on.

Courses, tests and homework

• Course steps with text, hosted video, images and files. Tests with six question types, point or percentage scoring, pass thresholds and answer explanations.
• AI homework review: you set instructions, a reference answer and a confidence threshold; anything below the threshold goes to a human reviewer.
• Drip by plan, prerequisite, date or cohort. Certificate designer with numbering series. Learning analytics: active and stuck students, a lesson-by-lesson funnel showing where students leave, completion by course and cohort, and how long assignments wait for a check, with an optional AI review paid from AI credits.
• Access can expire (1 day to 6 months presets). The student portal is a web app on your own domain, in 9 languages, with a session cap against login sharing.
• Limits: no SCORM and no branded app-store app. Course content from another platform is rebuilt, not imported.

Webinars

• Live rooms that mix the stream, slides, video and widgets with switchable layouts, moderated chat, hosts, moderators and guests, and an offer button.
• Live streaming from AXL itself: go on air from the browser (camera, microphone, screen share) or from OBS, bring guests onto the stage, put a timer, QR code or picture with a link over the stream. Up to 1080p; the broadcast is recorded to the video library. A YouTube, Vimeo or Facebook stream still works in the room.
• Automated (evergreen) webinars replay on a precise event timeline with scripted chat and timed offers, on schedules from hourly to yearly.
• Registration on your own domain or through a messenger, with personal join links. Automation triggers for registered, attended, time in session and chat keywords. Reports on attendance, viewing depth, drop-off, orders, revenue and UTM.
• "Make a replay" turns the recording of a finished AXL broadcast into an automated webinar. Viewing through the AXL stream is counted in viewer-hours (50 a month on Free). Limits: AXL publishes no attendee capacity figure.

Video hosting

• Upload, or import by URL from Google Drive, OneDrive, Dropbox or Zoom. Player with download protection, moving watermark, privacy scopes and domain-locked embeds.
• Replacing a version updates every embed. Analytics: views, unique viewers, watch depth and watch time; viewing progress lands on the contact record.
• Limits: recorded-video hosting without DRM (live broadcasts are part of Webinars). No web player can stop screen recording.

Communities and memberships

• Spaces in sections; viewing, liking, commenting and posting are each gated by CRM conditions. Paid access with trial, renewal cap, retries, grace period and pause. Points, badges and a leaderboard. Moderation tools.
• AXL takes no percentage of member payments.
• Limits: one community per account, no public discovery feed (unlike Skool Discover) and no branded app-store app.

Appointments and booking

• Booking pages with working hours, minimum notice, buffers, guest limits, intake questions and guest time zones. Zoom, Google Meet, phone or in-person. Round robin by turn or by a smart mode (even workload, by weight, daily limit or by results); the contact's responsible person gets the booking first when free.
• Reminders and follow-up through automation. Meeting analytics: held, no-shows, cancellations and who cancelled, where bookings come from (website, AI agent or by hand), hosts and payments after a meeting, with an optional AI review paid from AI credits. Embed by link, HTML or page element.
• Limits: AXL is not the video-call software (it connects Zoom or Meet). Paid sessions use a product step before the booking link.

AI chat agents

• Customer-facing AI agents on the website chat, WhatsApp, SMS, Telegram and Instagram. They answer from your instructions and files, help people choose, book through your booking pages and hand unclear conversations to a person. Test in a playground before going live.
• WhatsApp setup and SMS approval depend on the provider; channel charges are separate from AI usage.

AI voice agents

• AXL's own voice agents for reception, lead qualification, outbound follow-up, feedback calls, booking during the call, and webinar or appointment reminders. A connected Retell agent can also be used.
• After the call: recording, transcript, optional AI analysis with extracted values, and branches for answered, no answer, voicemail and result.
• Example cost: an observed 80-second inbound call cost $0.1625 including AI, connection and recording (about $0.12 a minute). This is one observed bill, not a fixed rate.
• Limits: outbound calls need appropriate consent, an available number and account funds.

Business telephony

• AXL numbers in the US and Canada (availability varies). A browser softphone in the AXL header: no desk phone, no personal number exposed. Incoming calls ring the assigned team or an AXL voice agent.
• Every call lands in shared call history and on the contact timeline with recording, transcript, AI summary, outcome and note. Call results can drive automation.
• Number rental, calls, SMS and AI analysis are separate charges.

For developers

• REST API at https://app.axl.tech/api/v1/ with about 1,100 operations, the same API the admin panel uses. Public OpenAPI reference: https://app.axl.tech/api/public. API keys with per-key rights.
• MCP server at https://app.axl.tech/mcp (Streamable HTTP), OAuth 2.1 with PKCE and dynamic client registration, a compact set of tools over the full API, guided by verified recipes and documentation.
• Outbound webhooks with optional retries; inbound webhook to start a scenario with find-or-create by email.
• Limits: no official SDKs today; outbound webhooks are not signed.

The AI part

AXL is built so that AI does real work in the account, not just drafts text. There are four layers:

1. The built-in AI Assistant. Give it a job in chat inside your AXL account: create pages, products, courses, tests, automations and campaigns, prepare follow-up for leads, handle routine sales tasks. It acts as a technical operator, so a business does not need a separate person to set things up. Some steps stay in account settings by design: connecting a payment card, a domain or a phone number.
2. AI inside the builders. The page builder, email builder and form and quiz builders take plain-language instructions; courses get AI homework review with a human fallback.
3. Customer-facing agents. AI chat agents on the website chat, WhatsApp, SMS, Telegram and Instagram, and AI voice agents for calls, both working from your business knowledge and handing over to a person when needed.
4. Bring your own agent. Connect ChatGPT, Claude, Codex, Cursor, Windsurf, VS Code or Cline over MCP with one setup line and a browser sign-in (no API key to paste). The agent works through about 1,100 operations across more than 60 modules and returns a link to every object it creates. AXL does not provide a self-hosted or local model.

What keeps AI actions safe:

• An agent signs in as a user and inherits exactly that user's rights.
• 21 sensitive operations (billing writes, token minting, role and admin changes) are removed from the AI surface in server code; an agent can read a bill but not pay it.
• Publishing and sending are separate steps: content arrives as drafts, a campaign arrives scheduled in the future, and a person publishes. Every change lands in the history timeline; pages keep 100 revisions.

Pricing

Five plans: Free and four paid plans. Every plan, Free included, gives every AXL feature.

Free plan: $0, hard limits, no card

New accounts start on Free, with no trial clock and no card. Free is for new accounts; accounts created earlier stay on their plans.

AXL Free plan limits

How Free limits work:

• Free limits are hard and cannot be bought. There is no overage on Free; to raise a limit, move to a paid plan. A limit pauses sending, never your leads: new leads are still saved, sign-in, receipt, access and booking emails always go out, your own replies and incoming messages keep working.

Paid plans

AXL paid plan allowances

Paid plans never pause at an allowance. Usage above it is billed at the same rates on every paid plan; the AXL badge stays on sites, forms and the video player on every plan, and only Free adds it under bulk emails (booking, quizzes, the chat widget and webinar pages keep the badge on every plan).

How AXL compares

Entry price, sales fee and entry limit by platform

One by one: when AXL fits, when the other one may fit better

Kajabi. AXL fits if you want 0% on any payment provider, more contacts at the entry price ($49 for 5,000 versus $179 for 2,500), and webinars, booking, telephony and automation on the same customer record.

GoHighLevel. HighLevel is built for agencies reselling software to their clients; AXL is built for running your own product business.

Teachable. AXL fits if the 7.5% Starter fee hurts (at about $520 a month in sales the fee equals the plan) or you need CRM, automation, webinars and an API without a plan gate.

Thinkific. AXL fits if you are also running email, CRM and funnels elsewhere and want one system.

Skool. AXL fits if the 10% Hobby fee is growing with your sales and you want courses, checkout, CRM, email and webinars on the same record as the community.

Circle. AXL fits if you want 0% on member payments and email, courses, checkout and automation without add-ons like Circle's $99 Email Hub.

ClickFunnels. AXL fits if the buyer should continue into courses, webinars, CRM and follow-up in the same account.

Kartra. AXL fits if you outgrow 500 contacts and want overage at a published rate instead of an automatic tier upgrade.

When AXL is not the best fit

Being straight about this saves everyone time. AXL is probably not the right choice if:

• You are an agency reselling software to clients.
• You need SCORM.
• You need a branded app in the App Store or Google Play.
• You need the platform to handle tax for you.
• Your community depends on a discovery feed.
• You host a podcast.
• You need phone numbers outside the US and Canada.
• You need active subscriptions moved without customers re-entering cards, in one step.
• You only need one simple tool.
• Procurement requires a formal certification such as SOC 2 or HIPAA.

Switching to AXL

Source: https://axl.tech/migrate. There is no one-click migration from any platform; plan about three weeks.

What moves when you switch to AXL