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Featured vs. toro
Featured is an AI co-pilot for PR that finds live media opportunities and drafts pitches, with a free plan and paid plans from $39 a month. toro is a free AI PR assistant that the UK lender iwoca launched in October 2026. It writes press releases, pitches and other campaign materials for small businesses. Pick Featured to find who wants a source. Pick toro to turn your news into a campaign.
Updated Prices and plans checked November 13, 2026Sources
The short answer
Featured vs. toro: the short answer
Featured and toro are both AI tools that help a business without a PR team get coverage, and both leave the final send to you. They help at different points. Featured is an AI co-pilot for PR. It finds journalist requests, podcasts, awards and speaking slots that match your expertise, drafts each pitch and can repeat the search on a schedule. Plans are Free, Lite at $39 a month, Pro at $99 and Pro+ at $299, with at least 20% off for annual billing.
toro is iwoca's AI PR assistant for small businesses. It has three modes: PR advisory, launching a campaign and crisis support. From a short brief it produces a press release, social posts, a blog article, a Q&A and media pitches, along with a shortlist of journalists to contact. iwoca announced toro on October 21, 2026 as a free PR tool for firms with no press office.
toro helps you write the story. Featured helps you find the people asking for it. A small business can use both at no cost.
Choose Featured if
- You want a daily feed of journalists, podcasts and publishers asking for sources.
- You want requests from HARO and Connectively, which Featured owns.
- You want searches to run on a schedule and arrive in Slack or email.
- You want media monitoring and an AI visibility audit in the same product.
Choose toro if
- You are a UK small business with news to announce and no press office.
- You want a full set of campaign materials from one brief.
- You want advice on what is newsworthy, or help responding to a crisis.
- You want a tool that is free with no paid tier listed.
Featured wrote this page, so read it with that in mind. Every toro fact below comes from toro's own site, checked on November 13, 2026 and linked in the sources.
Side by side
Featured and toro at a glance
| Featured | toro | |
|---|---|---|
| Category | AI co-pilot for PR | AI PR assistant for small businesses |
| Made by | Featured, Scottsdale, Arizona | iwoca, a UK small business lender |
| Price | Free plan. Paid plans $39 to $299 a month | Free, per iwoca |
| Main job | Find opportunities and draft pitches | Advise, build campaigns, support in a crisis |
| What it writes | Pitches and responses to requests | Press release, social posts, blog, Q&A, pitches, crisis statements |
| Journalist requests | Yes. HARO, Connectively, Substack, X, LinkedIn | Not listed |
| Journalists | Finds writers from recent coverage | Shortlist of journalists for each campaign |
| Sending | Drafts for you to review and send | You send. toro does not distribute pitches or releases |
| AI search | GEO Audit across ChatGPT, Claude, Perplexity and Gemini | Content optimised to be found by AI |
| Launched | Relaunched June 2, 2026 | October 21, 2026 |
Checked November 13, 2026. Sources are listed at the end of this page.
Definitions
What each one is
What is Featured?
Featured (featured.com) is the AI co-pilot for PR. It is a chat-first product: ask for journalist requests on your topic, podcasts that book guests like you, or awards your company can win, and Featured returns a matched list and drafts the pitch. Workflows run the same searches on a schedule and deliver results to Slack or email. Featured relaunched in this form on June 2, 2026. The company also owns and operates HARO (Help a Reporter Out) and Connectively, which supply many of its journalist requests. Featured is based in Scottsdale, Arizona.
What is toro?
toro describes itself as iwoca's AI PR assistant for small businesses. It generates press releases, social posts, blog articles, media pitches and crisis comms from a simple brief, and its homepage reads: Found by journalists. Found by AI. Built for SMEs. toro was built by Mark Di-Toro, iwoca's Director of Strategic Communications, and launched on October 21, 2026. iwoca calls it a free PR tool. toro deliberately does not send mass pitches or press releases. Its about page says the last step is yours.
Key differences
Featured vs. toro: key differences
- 1
Featured finds the opening. toro writes the campaign.
Featured's core job is discovery. It surfaces a reporter on deadline, a podcast booking guests or an award with an open deadline, then drafts your reply. toro's core job is production. You describe a launch or an update, and it produces the press release, social posts, blog article, Q&A and pitches, with a shortlist of journalists who should hear about it.
- 2
Both are free to start. Featured has paid tiers.
iwoca announced toro as a free PR tool, and toro's site lists no paid plan. Featured's Free plan includes every feature with a starter daily allowance. Paid plans raise the allowance: Lite is $39 a month, Pro is $99 and Pro+ is $299.
- 3
Neither sends pitches for you.
Featured drafts pitches for you to review and send. toro takes the same position. iwoca's announcement says the platform deliberately stops short of mass pitch or press release distribution, and that users must edit the materials and reach out to suggested journalists themselves.
- 4
Different home markets.
toro is made by a UK lender for UK small and medium-sized businesses, and its launch announcement is framed around Britain's 5.7 million SMEs. Featured is based in Arizona. Many of its journalist requests come from HARO and Connectively, which Featured runs from the United States.
Features
Featured vs. toro: feature comparison
| Feature | Featured | toro |
|---|---|---|
| Finding opportunities | ||
| Journalist requests (reporters asking for sources) | Yes. From HARO, Connectively, Substack, X and LinkedIn | Not listed |
| Journalist suggestions | Yes. Builds lists from recent coverage | Yes. Shortlist for each campaign |
| Podcasts | Yes. Search 814,000 active shows for guest spots | Not listed |
| Awards and speaking opportunities | Yes | Not listed |
| Writing | ||
| Media pitches | Yes | Yes |
| Press releases | Distribution through newswire partners | Yes. Written from your brief |
| Social posts and blog articles | Not a focus | Yes |
| PR advice and strategy | Chat co-pilot | Yes. PR advisory mode |
| Crisis support | Not a focus | Yes |
| Doing the work | ||
| Sending | Drafts for you to review and send | You send |
| Scheduled workflows | Yes. 13 workflow templates | Not listed |
| Media monitoring | Yes. News, blogs, podcasts and YouTube | Not listed |
| AI visibility | Yes. GEO Audit, on every plan | Content optimised to be found by AI |
| Buying | ||
| Free | Yes. Free plan | Yes |
| Paid plans | $39 to $299 a month | None listed |
“Not listed” means the feature does not appear on the vendor’s public pricing or product pages as of November 13, 2026.
Pricing
Featured vs. toro: pricing
Featured publishes a free plan and paid plans. toro is free, according to iwoca.
Featured pricing
| Plan | Monthly | Billed annually | What changes |
|---|---|---|---|
| Free | $0 | $0 | Every feature, with a starter daily allowance |
| Lite | $39 | $29 a month ($348 a year) | 5x the AI usage of Free |
| Pro | $99 | $79 a month ($948 a year) | 5x the usage of Lite |
| Pro+ | $299 | $239 a month ($2,868 a year) | 20x the usage of Lite |
| Team Lite | $199 | $159 a month ($1,908 a year) | Up to 25 logins sharing one usage pool |
| Team Pro | $499 | $399 a month ($4,788 a year) | 5x the pool of Team Lite |
| Team Pro+ | $1,499 | $1,199 a month ($14,388 a year) | 20x the pool of Team Lite |
| Enterprise | Custom | Custom | Unlimited members, usage billed at API rates |
Every Featured plan includes every feature. Plans differ only by daily AI usage. Source: featured.com/pricing.
toro pricing
| What | Price | Detail |
|---|---|---|
| toro | Free | iwoca announced toro on October 21, 2026 as a free PR tool. toro's site lists no paid plan |
Sources: toro.iwoca.co.uk and iwoca's announcement.
Using both
Using Featured with toro
The two fit together. Use toro to shape a story and produce the release, posts and pitches. Use Featured to find journalists, podcasts and publishers who are asking for sources on your subject, and to keep looking every day after the launch. Both can be used for free.
FAQ
Featured vs. toro: frequently asked questions
Is Featured a good alternative to toro?
They do different jobs, so it is closer to a complement. toro writes campaign materials from a brief. Featured finds journalist requests, podcasts, awards and speaking slots and drafts a pitch for each. If you want opportunities found for you each day, Featured is the better fit.
Is toro free?
Yes, according to iwoca. Its announcement on October 21, 2026 describes toro as a free PR tool for firms with no press office, and toro's site lists no paid plan.
How much does Featured cost?
Featured has a free plan. Paid individual plans are Lite at $39 a month, Pro at $99 and Pro+ at $299, or $29, $79 and $239 a month when billed annually. Team plans include up to 25 logins and start at $199 a month. Every plan includes every feature. Plans differ by daily AI usage.
What is the best free AI PR tool for a small business?
It depends on what you need. toro is free and produces a press release, social posts, a blog article and pitches from one brief, and it is built for UK small businesses. Featured's free plan finds journalists, podcasts and awards that match your expertise and drafts the pitch. They can be used together.
Who makes toro?
toro is made by iwoca, a UK lender to small and medium-sized businesses. It was built by Mark Di-Toro, iwoca's Director of Strategic Communications.
Does toro send pitches to journalists?
No. iwoca says toro deliberately stops short of mass pitch or press release distribution. Users edit the materials and contact the suggested journalists themselves.
Who owns Featured?
Featured is an independent company based in Scottsdale, Arizona. It also owns and operates HARO (Help a Reporter Out) and Connectively.
Sources
Sources and how we checked
Featured wrote this page. Facts about Featured come from our own product and pricing pages. Facts about toro come from toro's public site and iwoca's launch announcement, read on November 13, 2026. Where toro does not publish a detail, we say so. We do not have access to private pricing.
- Featured pricing (plans, prices, usage multipliers)
- Featured features (feature list and data sources)
- Featured workflows (workflow templates)
- toro (self-description, modes, about page)
- iwoca: launch announcement for toro (free, no mass distribution; October 21, 2026)
Featured, toro and other product names are trademarks of their respective owners. Spotted something out of date? Tell us at support@featured.com and we will correct it.
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See what Featured finds for you
Ask for journalist requests, podcasts or awards on your topic. Free to start, and no credit card is needed.