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. Much Better AI: Generative-AI sales training platform where reps practice realistic conversations with virtual clients and get instant coaching. The right pick comes down to team size, budget, and the workflows you want to automate.
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 Much Better AI when rolling out new messaging and certifying reps before live customer calls matters most. Trial each on a few real meetings before you commit — the better fit usually shows fast.
Stockholm-based AI conversation intelligence platform that analyzes sales and customer calls to surface buying signals, coach reps, and turn conversations into revenue insights.
Generative-AI sales training platform where reps practice realistic conversations with virtual clients and get instant coaching.
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
Much Better AI is a generative-AI sales training platform that helps revenue teams build selling skills through realistic, simulated practice and automated coaching. Sales reps practice authentic conversations with AI-powered virtual clients across scenarios such as cold calls, discovery calls, objection handling, demo booking, and product demos, with sessions tailored to specific industries, use cases, and goals. The platform provides instant coaching feedback during and after practice, plus skills-mapping dashboards that diagnose team strengths and improvement areas and manager dashboards for tracking progress. Because practice is unlimited and on demand, reps can rehearse the specific call types their role requires without scheduling conflicts or relying on a manager to play the buyer, which the company positions as a way to shorten ramp time for new hires. Much Better AI also supports customized onboarding flows, certification gates before reps engage real customers, and multilingual scenarios. The company has raised funding from investors including Educapital, Antler, and Astorya, employs a team in the dozens, and lists customers across insurance, finance, healthcare, telecom, and retail, including large enterprises. It is an active product operating in 2026. Pricing varies by plan. Check the official website for current pricing.
Best suited for
Agaton is a free tier with paid upgrades (freemium); Much Better AI is a free tier with paid upgrades (freemium). Always confirm current pricing on each vendor's site before buying.
| Feature | Agaton | Much Better AI |
|---|---|---|
| Core capability | AI analysis of agent-customer sales calls with quality and compliance monitoring | AI roleplay simulations with realistic virtual clients |
| Standout feature | Real-time, personalized coaching delivered during live interactions | Instant coaching feedback during and after practice |
| Team usage | Buying-signal, objection, and sentiment detection | Skills-mapping dashboards diagnosing team strengths and gaps |
| Integrations | Sales-skill evaluation (objection handling, closing, rapport, negotiation) | Manager dashboards for progress tracking |
| Languages & capture | CRM, dialer, Teams, Slack, and email integrations | Customized onboarding and certification gates |
| Best-fit workflow | Automatic PII redaction with GDPR and ISO 27001 focus | Multilingual practice scenarios |
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.
Much Better AI
Choose Much Better AI if you need ramping new sales hires faster with repeatable practice scenarios — strengths include unlimited on-demand practice without needing a manager to roleplay.
Agaton
Much Better AI
It depends on your workflow. Agaton is strong for coaching sales reps in real time during calls to improve objection handling and closing, while Much Better AI is strong for ramping new sales hires faster with repeatable practice scenarios. Both transcribe and summarize meetings.
Agaton is a free tier with paid upgrades and Much Better AI 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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