{
  "license": {
    "name": "CC BY 4.0",
    "url": "https://creativecommons.org/licenses/by/4.0/"
  },
  "cite_as": "Newsprint, \"toro: what it sells, price and AI features\", https://www.newsprint.com/companies/toro/, updated 2026-11-11",
  "updated_at": "2026-11-11",
  "url": "https://www.newsprint.com/companies/toro/",
  "markdown_url": "https://www.newsprint.com/companies/toro.md",
  "title": "toro: what it sells, price and AI features",
  "opening_answer": "toro is on the PR software map. No dated launches recorded yet.",
  "period": null,
  "methodology_url": "https://www.newsprint.com/updates/pr-software/#methodology",
  "company": {
    "id": "CWCPX9M",
    "slug": "toro",
    "name": "toro",
    "aliases": [
      "toro by iwoca"
    ],
    "site": "https://www.iwoca.co.uk/toro",
    "summary": null,
    "founded": 2011,
    "categories": [
      "ai-assistant"
    ],
    "status": "active",
    "price_note": "free ('Yes, completely free. No trial, no tiers, no card details, no hidden fees.'); open to any UK small business, with no iwoca product needed; you verify an email address to start, with no account or password",
    "update_channels": [
      {
        "kind": "newsroom",
        "url": "https://www.iwoca.co.uk/news"
      }
    ],
    "updated_at": "2026-11-05",
    "off_map": null,
    "merged_into": null,
    "category_names": [
      "AI PR assistants and agents"
    ]
  },
  "confirmed_product_launches": 0,
  "dated_product_launches": 0,
  "undated_launches": 0,
  "launches_data_url": "https://www.newsprint.com/data/launches.json",
  "count": 0,
  "launches": [],
  "launch_list": false,
  "indexed": true,
  "summary": {
    "text": "\"Free PR for your small business.\" A free AI PR assistant for UK small businesses with no press office, made by iwoca, the London business lender, and launched in October 2026. From a short description of the business it says what is newsworthy, gives PR advice and a strategy in chat, and drafts a press release, pitches in the owner's voice, social posts, a blog post and a Q&A, written with the claims and facts AI answers cite. It suggests journalists to contact, and its crisis support drafts a holding statement, key messages and a staff briefing. The owner edits and sends everything: it does no sending or distribution, on purpose. Any UK small business can use it, not only iwoca customers.",
    "source": {
      "name": "toro.iwoca.co.uk",
      "url": "https://toro.iwoca.co.uk/"
    },
    "from": "map"
  },
  "maps": [
    {
      "map": "ai-for-pr",
      "title": "The PR software map",
      "url": "https://www.newsprint.com/research/pr-software/#co-toro",
      "section": "companies",
      "name": "toro",
      "site": "https://www.iwoca.co.uk/toro",
      "category": "AI PR assistants and agents",
      "what": "\"Free PR for your small business.\" A free AI PR assistant for UK small businesses with no press office, made by iwoca, the London business lender, and launched in October 2026. From a short description of the business it says what is newsworthy, gives PR advice and a strategy in chat, and drafts a press release, pitches in the owner's voice, social posts, a blog post and a Q&A, written with the claims and facts AI answers cite. It suggests journalists to contact, and its crisis support drafts a holding statement, key messages and a staff briefing. The owner edits and sends everything: it does no sending or distribution, on purpose. Any UK small business can use it, not only iwoca customers.",
      "what_source": {
        "name": "toro.iwoca.co.uk",
        "url": "https://toro.iwoca.co.uk/"
      },
      "price": "free ('Yes, completely free. No trial, no tiers, no card details, no hidden fees.'); open to any UK small business, with no iwoca product needed; you verify an email address to start, with no account or password",
      "price_published": true,
      "capabilities": {
        "label": "Covers",
        "items": [
          "Discover",
          "Search",
          "Pitch"
        ]
      },
      "scale_tier": 1,
      "scale": "Enterprise incumbent: nine-figure revenue or public-company scale (a product of iwoca, whose funded SMEs 'has grown from 60,000 (2024) to 96,000' across the UK since 2012 (iwoca, 27 July 2026) and whose 'revenue increased by 56% to £366 million in 2025' (iwoca, 28 September 2026); no toro user figures disclosed)",
      "founded": "2011",
      "founded_source": null,
      "fate": null,
      "sources": [
        {
          "name": "toro.iwoca.co.uk",
          "url": "https://toro.iwoca.co.uk/"
        }
      ],
      "more_sources": 7,
      "cross_listed": false
    }
  ],
  "off_map_url": null,
  "timeline": []
}