https://techcrunch.com/2023/02/02/lavender-lands-13-2m-for-its-ai-powered-email-marketing-engine/

Years ago, Will Allred and William Ballance were developing a tech platform, Sorter, to apply personality and communication psychology to marketing campaigns. Just as Sorter was heading to market, the pandemic hit — and marketing budgets froze. With a week of funding left, Allred and Ballance pivoted, repackaging their tech to work in Gmail in what they thought would be a brief detour to Sorter’s launch.

But users liked the repackaged product — and so did investors. So Sorter became Lavender, an AI-powered sale email coaching platform.