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Penny

Your sales assistant for direct selling

AI Sales Ops
For AI agents
APICapable readiness
About

What is Penny

Penny organizes daily tasks, manages contacts, automates customer follow-ups, and generates sales scripts for direct sales reps and social sellers. It's built for solo founders and small teams — particularly SDRs and BDRs working social channels — who need a repeatable system without a full sales ops stack. The standout capability is its AI-driven daily actions engine, which surfaces what to do next across prospecting, customer care cycles, and repeat business, rather than leaving reps to self-direct. It also supports mass SMS outreach and syncs with Facebook, Instagram, and LinkedIn, making multichannel follow-up manageable from one interface. That said, Penny is purpose-built for direct and social selling — teams running complex B2B pipelines or needing deep CRM customization will find it too narrow.

AI Sales OpsCRM
Capabilities

Key features

AI sales assistant

agent that handles inbox, research, and scheduling

AI capabilities

autonomous multi-step actions, AI-drafted personalised copy

Workflow

multi-step sequences, email + LinkedIn + phone

Also ships

Chrome extension

Our verdict

Vanderbuild take

We see Penny as a focused sales assistant and lightweight CRM for direct sellers and social-first SDRs — not a general-purpose sales platform, but a deliberate tool for reps who live on LinkedIn, Instagram, and SMS. On the agentic side, Penny carries a Capable rating with a public API, meaning you can wrap it into your own automation layer or MCP stack when you need to, though MCP server status is unconfirmed and native agentic orchestration isn't documented. Free to start with no credit card required, so the risk to test is essentially zero. The honest limitation: Penny's DNA is direct sales and network marketing — case studies from Isagenix, Rodan + Fields, and Cerule signal the core ICP clearly — so if your motion is outbound B2B with complex deal stages, you'll outgrow it fast.

Mateusz Sekta
Founder, vanderbuild
Learn more

Our Resources

The wedge

Agentic stack profile

API
REST

Programmatic access available.

REST API — straightforward to call from any agent or workflow tool. Rate limits and auth vary by plan.

API docs →
Agentic readiness
Capable

Solid API access — wraps cleanly for agent use.

Solid REST or SDK access. No MCP server yet, but easy to wrap in custom agent tooling. Most modern SaaS tools land here.

Stack role
AI agent · CRM

Where this tool slots into an agentic pipeline.

Plays the role of AI agent + CRM in an agentic pipeline. Use it to act autonomously on inbox, scheduling, or research work; be the system of record for contacts, deals, and pipeline.

Compare

Penny alternatives

Tools that solve a similar problem — compared at a glance.

Penny(this tool)
Pricing
Freemium
Budget
$
Best for
Founder, SDR / BDR
Readiness
Capable
API
REST
Humantic
Pricing
Seat-based
Budget
$
Best for
Account Executive, SDR / BDR
Readiness
Capable
API
REST
WooSender
Pricing
Usage-based
Budget
$
Best for
SDR / BDR, Founder
Readiness
Capable
API
REST
Answers

Frequently asked questions

Does Penny have a public API?

Yes — Penny ships a REST API. Docs: https://getpenny.com/using-the-penny-apis/.

How much does Penny cost?

Penny: pricing is freemium, expect entry tier ($) spend. Full pricing page: https://getpenny.com/pricing/.

Who is Penny best for?

Penny is built for Founder, SDR / BDR. Fits Solo, SMB (1-50)-sized teams.

How well does Penny fit an agentic sales stack?

Tier: Capable. Solid public API, no MCP yet — straightforward to wrap in your own agent tooling.