A Dutch AI SDR that suggested leads daily and wrote a personalized cold email for each one, sold by the lead rather than the seat, sunset in March 2025 and gone entirely once Zapier acquired the team that October.
What is
Luna.ai
Luna.ai found B2B contacts in its own database, wrote a personalized cold email for each one and sent the follow-ups without a rep opening a draft. It stopped doing that in March 2025, and the company behind it wound down for good on 15 November 2025 after Zapier bought the team. It sold by the lead rather than by the seat, running on a claimed 275 million record database with filters for hiring, funding and technographic signals. Its own model wrote each opener from the prospect's site and social profiles, you rated the drafts, and Autonomous Mode kept sending while Pipedrive, HubSpot and Salesforce logged the replies. Steven Nelemans and Robin Salimans built it in Eindhoven from 2021, raised a $2.5M pre-seed led by CapitalT and moved to San Francisco. Luna reached about $598K of revenue across 163 customers in 2024, then the founders renamed the company Utopian Labs in March 2025 and pointed it at specialized models instead. Do not put a client on Luna.ai, because there is no product left to buy. The domain now redirects to a for-sale lander on Afternic, app.luna.ai and the help centre serve no valid certificate, and the mail record is null. For this job we build the list in Clay and send through Instantly or Lemlist.
Integrations and the modern GTM stack
None of these connections work any more, so read the list as a specification for what a replacement has to cover rather than a setup guide. Luna bundled the data, the copy and the sending itself, so the integrations were mostly about pushing activity back into a CRM, and that is the part you now rebuild yourself.
Pipedrive | The deepest of the three CRM connections. Accepted leads imported as people and organisations, outreach and replies logged as activities, lead stages created and updated, and follow-up tasks written back automatically. The marketplace listing is still live with an Install now button and a 4.0 star review, so a Pipedrive admin can still try to install a dead app. |
HubSpot | Two-way sync of contacts and companies with email conversations logged onto the record. Luna's marketing leaned on HubSpot compatibility hard, and the ecosystem listing still exists. Anyone rebuilding this in 2026 gets the same job done with a HubSpot connection in Clay or n8n. |
Salesforce | Native sync existed on paper and was the connection reviewers complained about most, with Capterra and Software Advice entries citing a Salesforce integration that broke and reporting that never quite arrived. Worth remembering when a bundled AI SDR claims full CRM parity. |
Zapier and webhooks | The catch-all Luna used to claim reach into 5,000-plus apps, and the route for pushing leads in from anywhere without a native connector. There is no Zapier app at zapier.com/apps/luna-ai now, which is a small irony given Zapier bought the founders. |
Lead upload | Leads came from Luna's own database of a claimed 275 million records, or you imported your own through CSV, a CRM connection or a webhook. Filters covered job title, company size, industry, technographics, hiring and funding signals, which is the same filter set Clay covers today across several providers. |
Sending and warmup | Unlimited connected mailboxes, automated warmup, and DNS setup for SPF, DKIM and DMARC handled inside the product. Reviewers flagged that the underlying sending infrastructure was shared, so another customer's habits could touch your delivery, and SMTP options were thin next to a dedicated sender. |
Luna started life in 2021 as a LinkedIn and email automation product and kept LinkedIn reply logging into Pipedrive to the end, but by the time it shut down the pitch was cold email and the LinkedIn side was the weaker half. | |
What you now have to rebuild | Three things, and all of them are buyable. The list and the enrichment go into Clay, the copy is written in the same table with a model you choose, and the sending and warmup go to Instantly or Lemlist with your own domains. That split costs more line items than Luna did and leaves the accounts in your name. |
Pro’s
One lead-metered subscription covered the contact data, the copywriting and the sending, so a founder could run outbound for $360 a month without buying a data seat, a sequencer and a warmup tool separately.
The unit price fell from roughly 36 cents a lead on Starter to 25 cents on Ultimate, and very little in this category bundles the contact record into the send at that number.
Rating drafts moved the model toward your own voice over time, and reviewers named that feedback loop as the feature that kept them from editing every message by hand.
Scores held up while it ran, with 4.7 across 35 Capterra reviews and 4.3 across 37 on G2, and the recurring praise was setup speed and how fast support answered.
The Pipedrive, HubSpot and Salesforce connections wrote outreach, replies and LinkedIn messages back onto the record, so the CRM stayed current without anyone copying activity across.
Cons
Luna was sunset in March 2025 and Utopian Labs wound down on 15 November 2025 after the Zapier deal, so there is no vendor, no support channel and no login left, and luna.ai now resolves to an Afternic for-sale lander with a null MX record.
AppSumo lifetime buyers were given about two weeks, with the notice posted on 27 February 2025, accounts closed on 15 March and exports cut off on 28 March, and no refunds followed because the deal predated AppSumo's two-year guarantee.
Directories still sell it as a live option, since Capterra quotes $99 a month with a free trial, the Pipedrive marketplace still shows an Install now button, and a July 2026 comparison post priced it around $500 a month.
While it ran, reviewers kept hitting the same walls, with copy that read formulaic on volume sends, a Salesforce sync that broke, US English only, and shared sending infrastructure that parked your reputation next to strangers.
Reply rates in this category track the list and the offer far more than the model writing the opener, and $598K of revenue across 163 customers is a thin base for a tool that advertised five times the industry reply rate.
Pricing
Free
$0 Historical. 100 leads a month, no Autonomous Mode
100 leads a month from the database
AI-written personalized emails
Email finder and verification
Manual review and sending only
Starter
$360/mo Historical. 1,000 leads a month, $300 a month billed annually
1,000 leads a month
Autonomous Mode
Inbox warmup and deliverability setup
CRM, CSV, Zapier and webhook lead upload
Starter Plus
$825/mo Historical. 2,500 leads a month, $687.50 billed annually, marketed as most popular
2,500 leads a month
Everything in Starter
Native Pipedrive, HubSpot and Salesforce sync
Unlimited sending mailboxes
Premium
$1,500/mo Historical. 5,000 leads a month, $1,250 billed annually
5,000 leads a month
Everything in Starter Plus
Hiring, funding and technographic filters
Campaign reporting
Ultimate
$2,500/mo Historical. 10,000 leads a month, $2,083 billed annually
10,000 leads a month at roughly 25 cents each
Everything in Premium
Highest sending volume tier
Priority support
How it fits your stack
Alternatives
At a glance
275 million record database included
AI openers written from site and socials
Autonomous Mode sending around the clock
Feedback loop trained the model on your voice
Built-in email finder and verification
Unlimited mailboxes with warmup and SPF, DKIM, DMARC
Native Pipedrive, HubSpot and Salesforce sync
Free tier at 100 leads a month
Read some of our client stories
GTM Workflows
Learn how to use GTM tools in workflows
Guides and tutorials to get the most from your workflows
Ready to get started?
By clicking Sign Up you're confirming that you agree with our Terms and Conditions.
