Jacquard (formerly Phrasee)

Category: AI Writing

UK-built agentic copy, optimised for revenue not opens.

Jacquard is the company formerly known as Phrasee; the rebrand happened in 2024 and phrasee.co now redirects. It began as the best-known tool for optimising email subject lines and has repositioned as an agentic creative layer. The current product runs a set of agents coordinated by an assistant called Jacq, living in Slack rather than a separate dashboard: a performance agent optimising language against outcomes, a compliance agent checking copy against your rules, and a brand agent keeping output on-voice. It has expanded well beyond email, SMS and push into paid social, in-app and web. The important shift is what it optimises for: revenue and lifetime value rather than open rates, which is a more honest objective and a harder one. It is a London company, majority-owned by a private equity investor, with servers in Ireland.

Our verdict

The strongest UK fit of any enterprise tool in this directory, and that is worth saying plainly: London headquartered, UK subsidiary structure, servers in Ireland, published data processing agreement, information security addendum, service level agreement and a separate AI ethics policy, with distinct UK, EU and US privacy statements. For a UK buyer doing a procurement review that combination is unusually easy to clear. The repositioning is also sensible, since optimising for revenue rather than opens is the right objective and the compliance agent matters a great deal in regulated categories. Three things to note. Any reference you find to Phrasee is out of date, including the scraped per-user prices still sitting on review sites, which are nonsense. Ireland is EU rather than UK residency, so check whether you need UK-only. And it is enterprise-only with a demo-led sale, no published pricing and no self-serve tier, which puts it out of reach for smaller teams. SOC 2 and ISO certificates are not published publicly, only an information security addendum.

Best for: Large consumer brands running high-volume messaging who want language optimised against revenue, and UK buyers who want a UK-domiciled vendor.

Pros

• London headquartered with a UK subsidiary structure and servers in Ireland
• Published DPA, information security addendum, SLA and AI ethics policy
• Separate UK, EU and US privacy statements, rare among enterprise vendors
• Optimises for revenue and lifetime value rather than open rates
• Compliance agent checks copy against your own rules, valuable in regulated categories
• Agents run in Slack rather than requiring another dashboard

Cons

• Any Phrasee listing or review you find is out of date, including scraped prices
• Ireland is EU rather than UK data residency, so check if you need UK-only
• Enterprise only, demo-led, with no published pricing or self-serve tier
• No SOC 2 or ISO certificate published publicly, only a security addendum
• AI visibility features are still marked as coming soon
• Performance figures are self-reported

Pricing: Pricing on application, demo only (Enterprise)

Rating: 4/5