Santa's AI Lab Inc.
Santa's AI Lab is a consumer product lab that builds AI products designed to be useful enough that people tell their friends about them. Its current Outside Agent product provides infrastructure for building, publishing, testing, and operating customer-facing AI agents over web, SMS, voice, and other channels.
At a Glance
- Small and service businesses
- Legal practices
- Healthcare and medical-adjacent businesses
- Event and wedding businesses
- +5 more
AI Tools by Santa's AI Lab Inc.
(1)
Outside Agent
Customer Facing AI Agent Builder
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Latest News
Outside Agent Claude Code plugin published for building and publishing SMS, voice, and web agents directly from Claude Code
Form Number launched as an AI intake specialist with its own phone number
Stella V2 rebuilt for the Hasidic Jewish market
Outside Agent launched as infrastructure for reliable phone, SMS, and web agents
Products & Services
Infrastructure and hosted platform for building, testing, publishing, and operating reliable customer-facing AI agents over web, SMS, voice, and Telegram, with knowledge bases, integrations, automated rules, billing, and human handoff.
An AI intake specialist with its own phone number.
A rebuilt version of Stella designed for the needs of the Hasidic Jewish market.
A phone-and-text AI assistant designed to make AI accessible to seniors.
Market Position
Santa's AI Lab differentiates Outside Agent from API-first voice infrastructure by offering a complete build-and-operate workflow: users connect a coding agent through MCP, describe the job, add knowledge and rules, test, publish, and deploy over web, SMS, or voice with human handoff. It competes broadly with developer-oriented voice-agent platforms such as Vapi and Retell AI, as well as communications infrastructure such as Twilio, while emphasizing a more packaged workflow for service businesses and local operators.
Leadership
Founders
Jacob Catalano
Product builder and former Product Designer at Snap Inc.; based in the Los Angeles metropolitan area.
Illya Bakurov
Consumer-product builder and company leader; LinkedIn identifies the University of Toronto in his education history. He is also identified in company materials as Santa's AI Lab co-founder and in industry profiles as co-founder/CTO of Outside Agent.
Executive Team
Jacob Catalano
Co-founder; Founder of Outside Agent
Product builder and former Product Designer at Snap Inc.
Illya Bakurov
Co-founder; Co-founder and CTO of Outside Agent
Consumer-product builder and leader who has worked on products at Santa's AI Lab; LinkedIn lists the University of Toronto in his education history.
Founding Story
The lab began in November 2023 as a small, founder-led experiment in consumer AI. Its stated approach was to run a long experiment across eleven products over thirty-three months, keeping what found users, learning from failures, and iterating toward products people would recommend; Iceberg AI was the first experiment.
Business Model
Revenue Model
Subscription plans provide monthly live-agent capacity and features; messages, calls, workflows, and other usage are metered separately, with wallet credits and usage discounts on higher tiers.
Pricing Tiers
One live web agent, unlimited draft agents, 25 MB knowledge base per agent, standard usage pricing, and community support.
Three live agents, SMS and voice, one phone number per live agent, $15 monthly wallet credit, 100 MB knowledge base per agent, and standard support.
Ten live agents, 10% usage discount, $50 monthly wallet credit, 500 MB knowledge base per agent, and priority support.
Unlimited or custom live agents, custom usage and volume pricing, custom phone-number allowance, custom knowledge-base capacity, SLA, and dedicated support.
Target Markets
- Small and service businesses
- Legal practices
- Healthcare and medical-adjacent businesses
- Event and wedding businesses
- Real-estate businesses
- Insurance agencies
- Quote and estimate intake
- Lead follow-up and qualification
- Appointment scheduling and booking
- Customer support and FAQ response
- Reminders and reactivation outreach
- Document and information collection
- Outside Agent's public gallery includes demo workflows for Willow and Main wedding planners, Marlowe Events, Velvet Tips, Blue Door, Oakline, Crestline, Beacon Point, Big Wave, Fern and Field, and other illustrative businesses.