DragApp MASTER

Market position

Drag operates in the shared inbox and AI customer-support software market, where it frames itself as serving small teams with flat, seat-based pricing that includes AI, as opposed to enterprise agentic platforms consolidating inside large suites. Its published analysis of Salesforce's agreement to acquire Fin (formerly Intercom) treats per-resolution pricing vendors as the reference point for the segment it competes against.

Drag positions itself as having been rebuilt around AI rather than adding it as a bolted-on feature, with human teammates and the Varley AI working the same conversations in the same inbox, and with customer-supplied agents able to connect through the API and MCP server. Commercially it positions itself on the flat-price, seat-included side of the support market, in contrast to metered per-resolution pricing used by larger enterprise-oriented vendors.

Technology

The product runs inside Gmail via a Chrome extension and as web, desktop, iOS and Android apps. Its AI layer combines retrieval over the team's own content with citation of sources, automatic tagging, summarisation and reply drafting, and agentic workflows that execute steps in connected systems such as Stripe and Slack under human approval gates. Integration surfaces include native Google Workspace support, Zapier connections to more than 5,000 apps, a public API, and an MCP server that allows third-party AI clients to operate the inbox.

Go-to-market

Distribution is led by a self-serve motion: a free trial requiring no credit card, a Chrome Web Store extension installed into users' existing Gmail, and mobile, desktop and web apps. The company also offers booked product demos and publishes a content programme, including a blog and a quarterly State of AI Support Pricing report, competitor pricing breakdowns and comparison pages, alongside developer documentation for its API and MCP server.

Teams that run shared mailboxes in Gmail and Google Workspace, particularly customer support, sales and operations functions, ranging from individual productivity users of the original Gmail Kanban extension to small support teams handling billing, order and service enquiries.

Geography

The company is associated with UK locations including London, Royston and Stevenage, and with Boston, Massachusetts in the United States.

History

The product began as a Chrome extension that turned Gmail into Kanban-style task lists, positioned as "Trello for Gmail," with drag-and-drop email cards, customisable columns, notes, checklists and due dates, and a paid Drag Pro tier for sharing task lists. It was featured in the Chrome Store, Product Hunt, Hacker News, Mashable, Lifehacker and Reddit. The company reports serving more than 240,000 users since 2017. The platform later broadened into a multi-channel shared inbox with automations and analytics, and was rebuilt around an embedded AI layer, Varley, alongside an API and MCP server for external agents.