Agaton: Stockholm-based AI conversation intelligence platform that analyzes sales and customer calls to surface buying signals, coach reps, and turn conversations into revenue insights. AmpUp: AI sales coaching platform with a native notetaker that records and transcribes calls, then delivers prep briefs, debriefs, and practice scenarios. Here's where each one pulls ahead on pricing, features, and the meetings it suits best.
How Hosiqo compares and tests toolsFinal recommendation
Shortlist Agaton when coaching sales reps in real time during calls to improve objection handling and closing matters most, and AmpUp when adding a coaching and skill-practice layer on top of an existing recorder like gong or fireflies matters most. Run both through a week of actual calls to see which suits your workflow.
Stockholm-based AI conversation intelligence platform that analyzes sales and customer calls to surface buying signals, coach reps, and turn conversations into revenue insights.
AI sales coaching platform with a native notetaker that records and transcribes calls, then delivers prep briefs, debriefs, and practice scenarios.
Agaton is a Stockholm-based AI conversation intelligence and revenue intelligence platform built for sales and customer-facing teams. The product applies voice AI to analyze agent-customer calls, aiming to review interactions rather than only a sampled subset, and surfaces signals such as buying intent, objections, sentiment shifts, and engagement levels. From these signals it generates personalized, real-time coaching guidance for reps during conversations and quality-and-compliance insights that help managers make faster decisions. Agaton evaluates sales skills like objection handling, closing technique, rapport building, and negotiation, and integrates with existing tools in the sales stack including dialers, CRM, Teams, Slack, and email. The company positions Agaton as an autonomous AI co-worker that automates core workflows so reps can focus on relationships and closing. As a European company, Agaton emphasizes European data-privacy standards, GDPR compliance, ISO 27001 certification, and automatic redaction of personally identifiable information. It was founded in 2024 and reports a customer base that includes Nordic enterprises. It is a newer, regionally rooted alternative to large US-based conversation intelligence incumbents. Pricing varies by plan. Check the official website for current pricing.
Best suited for
AmpUp is an AI sales coaching and conversation intelligence platform for revenue teams that aims to coach on every call rather than a small sample. Its native notetaker joins meetings automatically across dialer, video, and phone, producing clean structured transcripts, and it can also ingest conversation data from existing platforms such as Gong, Chorus, Fireflies, Fathom, and Granola. The platform organizes coaching around several components: Sales Brain analyzes interaction patterns to identify winning behaviors versus performance gaps; Atlas delivers meeting-prep briefs before calls and coaching debriefs immediately after; Skill Lab generates practice scenarios based on real objections from the current pipeline; and the Notetaker feeds call data back into the coaching loop. AmpUp targets sales coaching at scale, deal execution and pipeline progression, rep onboarding and ramp acceleration, knowledge transfer across teams, and meeting prep with post-call analysis. Because it can sit on top of an existing conversation-intelligence stack or capture calls directly, it can serve as a dedicated coaching layer for teams that already record calls elsewhere. AmpUp is a live, operating product in 2025/2026 and is positioned as a sales/meeting tool rather than a contact-center QA system. Pricing varies by plan. Check the official website for current pricing.
Best suited for
Agaton is a free tier with paid upgrades (freemium); AmpUp is a free tier with paid upgrades (freemium). Always confirm current pricing on each vendor's site before buying.
| Feature | Agaton | AmpUp |
|---|---|---|
| Core capability | AI analysis of agent-customer sales calls with quality and compliance monitoring | Native notetaker that auto-joins meetings across dialer, video, and phone |
| Standout feature | Real-time, personalized coaching delivered during live interactions | Ingestion of conversation data from Gong, Chorus, Fireflies, Fathom, and Granola |
| Team usage | Buying-signal, objection, and sentiment detection | Clean structured transcripts of every call |
| Integrations | Sales-skill evaluation (objection handling, closing, rapport, negotiation) | Sales Brain analysis of winning behaviors versus performance gaps |
| Languages & capture | CRM, dialer, Teams, Slack, and email integrations | Atlas pre-call prep briefs and immediate post-call coaching debriefs |
| Best-fit workflow | Automatic PII redaction with GDPR and ISO 27001 focus | Skill Lab practice scenarios generated from real pipeline objections |
Agaton
Choose Agaton if you need coaching sales reps in real time during calls to improve objection handling and closing — strengths include european, gdpr-compliant approach with iso 27001 certification appealing to eu/emea teams.
AmpUp
Choose AmpUp if you need sales orgs wanting coaching on every call instead of a small reviewed sample — strengths include coaching layer that can sit on top of an existing conversation-intelligence stack or capture calls directly.
Agaton
AmpUp
It depends on your workflow. Agaton is strong for coaching sales reps in real time during calls to improve objection handling and closing, while AmpUp is strong for sales orgs wanting coaching on every call instead of a small reviewed sample. Both transcribe and summarize meetings.
Agaton is a free tier with paid upgrades and AmpUp is a free tier with paid upgrades. Check each vendor's pricing page for the latest plans and free-tier limits.
Sure. Running both makes sense when their strengths don't overlap and the budget allows.
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