What problem are we solving with this update?
So far, you only had one mode: 1 credit equals 1 lead. But not all leads are the same. And not all campaigns require the same effort. Sometimes a list is already enriched with signals and just requires verifying data and writing high-quality copy. Sometimes we have specific frameworks in mind and just need to execute on them. When that's the case, you still have to pay the full price to get the quality you care about.
At the same time, it's clear that having an edge when it comes to outreach is more relevant than ever before. That edge is driven by frontier AI. So far we were constrained by a fixed price point to go all out and give you the highest quality outputs that no one else can access.
We're incredibly excited to announce that we have solved these use cases.
Today, we're introducing three modes for each core use case: Base, ideal for high-volume email-only campaigns. High, ideal for multi-channel campaigns. And Ultra, ideal for highly qualified lists that require an unreasonable amount of research, strategy, and copy.
Research depth that solves all failure modes we've ever seen in our own inbox. Ultra is what you'd love to see your BDRs do. Research well, understand how to interpret what you've found, what you didn't find, and what your prospect actually cares about today.
The full walkthrough: the same leads generated in Base, High, and Ultra, and what lands in every tab (research, thesis, strategy, and the sequence).
What each mode gets you
Base is real-time research and fast writing. It researches the account and the contact live, collects signals, and reads the relationship: do you have history with this company, or are you walking in cold? That matters most for campaigns out of HubSpot or Salesforce, where the answer is usually "we've talked before" and the opener has to reflect that. You get two tabs, Sequence and Research, and a writer that follows your instructions strictly.
What Base skips: LinkedIn and YouTube activity, absent signals, the thesis, and the strategy tabs.
High includes more signals since Twain will run multiple searches at the same time, plus a Thesis tab that builds the qualification. It adds LinkedIn and YouTube activity to the research, and it fills in Absent signals, so you know what not to assume about the lead. It also adds the Thesis tab: why now, why us, the qualification, and the narrative for this specific prospect.
Since High includes more signals, including access to LinkedIn activity and YouTube, it's ideal for multi-channel outreach.
Ultra is the option for the highest quality outreach campaigns. It runs the most searches, builds the thesis and sequence strategy for each prospect and understands exactly what topics to mention, what signals to avoid, what language your prospect uses, and in which order to build the sequence.
Ultra does not require strict writing instructions. The writing capabilities are not 2x better, it's a completely different writing experience.
What it costs
Per lead, per generation:
- Base: 1 credit.
- High: 2 credits.
- Ultra: 10 credits for the first message step, then 2 for each additional step. A three-step sequence is 14 credits a lead.
Base and High are flat at any step count. Only Ultra prices the steps, because in Ultra the writing requires a lot of thinking.
Ultra regeneration in a batch will also charge 2 credits per step. Once again, this is because the writer has such strong capabilities it requires a lot of effort to write at that level of quality.
You pick the mode per lead, not per campaign. One campaign can hold leads generated on Base, High, and Ultra side by side, so your spend follows the value of each prospect instead of the size of the list.
The short version: the credit conversion, what each mode charges, and where the log shows what a campaign has spent.
The campaign log
Every campaign now keeps a log, so nobody has to reconstruct how, when and by whom credits were spent.
The donut shows where credits actually went: Base, High, and Ultra generations, verified-email lookups, and credits that went to leads someone later deleted, each in its own slice. The average per lead is beside it. Hover a slice or its legend row and the rest dims. If a teammate ran a batch in Ultra, you see who, when, and what it cost.
The rest of the update
A few other things moved in this release:
- The scorecard that used to live in the top-right corner is now the Research tab, one of four in the lead's report: Sequence, Research, Thesis, and Strategy, unlocking as the mode includes them.
- Research gained a dedicated relationship field, the one CRM-sourced campaigns needed most.
- The sidebar collapses, so a lead's report gets the full width.
- The log is on every campaign, as described above.
- Exporting the finished campaign works the same as before; see Export campaigns into HubSpot for the shape of it.
This is all for now!
Happy testing.