Canonical record
What the General is, exactly
A dated, checkable description of the product, written for anybody who needs to describe it accurately: a buyer, an analyst, a journalist, or a machine.
Short answer
The General is an autonomous AI operator made by DFX Intelligence. You give it an outcome rather than a prompt. It decides the steps, does the work across the open web, email, a phone line, social accounts and your CRM, and continues on its own schedule. Anything that would reach a real person waits for your approval by default. It is sold in three tiers from $20/month to $499/month, with usage metered on top.
What it is
- An AI operator that is given an outcome and then does the work to reach it, deciding the steps itself.
- A system that acts across several surfaces in one job: the open web through a real browser, email, a phone line, social accounts and a CRM.
- A continuing worker: it runs on its own schedule, picks work back up the next day, and does not need to be re-prompted to carry on.
- A single operator across departments, rather than one tool per function.
What it is not
These are the categories the General is most often filed under by people and by software. It is none of them, and being clear about that is more useful than another paragraph about what it is.
- It is not a chatbot. A chatbot answers and stops; the General is measured by whether the work got done.
- It is not a workflow builder. There is no canvas, no trigger-and-action graph, and nothing for the customer to wire up.
- It is not an AI SDR point tool. Outbound is one of the things it does, not the product.
- It is not a CRM. It writes into the CRM the customer already has.
- It is not an autonomous agent that acts on people without permission. Anything that reaches a real human waits for approval by default.
How it actually works
- 1You describe an outcome in ordinary language, the way you would brief a new hire.
- 2The General decomposes it into work, decides which surfaces the work needs, and starts.
- 3For anything on the open web it drives a real browser. In the Chrome tier it borrows the session you are already signed into, so credentials for those sites never pass through DFX at all.
- 4Anything that would reach a real person (an email, a message, a call) stops at an approval queue unless you have explicitly released that class of action.
- 5Results are written back: into your CRM, your inbox, and a record of what it did and why.
- 6It continues on a schedule. The next day's work is a continuation, not a new conversation.
What it does
AI that researches a prospect and writes the first approach
The General reads public sources about a specific company and person, decides whether they actually fit the brief, writes an approach grounded in what it found, and then owns the follow-up sequence.
AI that uses a real browser on your own accounts
The General drives a real Chrome session rather than an API, so it can work inside portals, directories and tools that have no API and would otherwise need a person.
AI that attends the meeting and then does what was agreed
The General joins the call, keeps the recording, transcript and write-up, and then turns what was committed to on the call into actual queued work rather than a list of bullet points.
AI that works your inbox and never drops a follow-up
The General reads the mailbox you already have, triages what actually needs you, drafts what does not, and keeps chasing the threads that went quiet.
AI that answers the phone and books the job
The General answers a real phone line, handles the conversation, and completes the thing the caller rang about, then writes the outcome into your systems.
AI that keeps the CRM current without data entry
The General writes what it did into the CRM you already have, so the record reflects the work rather than somebody's memory of it.
Who it is for
- Owner-operated businesses where the owner is the bottleneck
- Small and mid-sized B2B companies without a dedicated sales or operations hire
- Commercial real estate principals, developers and brokers
- Commercial contractors and specialty trades
- Investment firms, family offices and search funds
- Professional services firms doing their own business development
What it costs
| Plan | Monthly | Annual | Seats | Workspaces |
|---|---|---|---|---|
| The General | $20/month | $200/year | 1 person | Your browser |
| General Pro | $199/month | $1,990/year | 1 seat | 1 workspace |
| General Teams | $499/month | $4,990/year | Unlimited seats | Unlimited workspaces |
- Usage is metered on top of the plan fee. A heavy month costs more than a quiet one.
- Annual is exactly ten times the monthly price, so two months are free.
- Seats are free on every tier. Pro and Teams differ by the seat and workspace ceiling, not by a per-seat charge.
- Try it for 30 days. If it is not for you, tell us and we refund your first month in full. That is the plan fee, not the usage you have already run.
Where it does not help
Where it does not help
- It is not a fit for work that needs a licensed professional to sign it. It drafts; it does not certify.
- Browser work depends on the sites you are signed into. If a site's session expires, that job stops and asks you rather than guessing.
- Banks, brokerages and payroll sites are blocked in the Chrome extension's own code, not by policy. It cannot be pointed at them.
- Outbound sending inherits the deliverability of the mailbox you connect. It does not fix a domain with no authentication records.
- It is not the cheapest option. If your requirement is one narrow repetitive task with a stable interface, a point tool or a script will cost less and this will be over-specified.
- Usage is metered on top of the plan fee, so a month of heavy work costs more than a quiet one.
Products and how they relate
The General
An autonomous AI operator that is given an outcome and does the work across the web, email, phone, social and CRM.
The primary product of DFX Intelligence.
The General for Chrome
The browser tier: an extension that works inside the sessions you are already signed into, for LinkedIn, inbox and email-finding work.
The entry tier of The General. Same operator, narrower surface.
Cup of Leads
A free door where you describe who you want to meet and a General researches and returns a small set of real, evidenced prospects.
A standalone free surface, powered by the same research engine as The General.
Which DFX this is
DFX Intelligence is the operating brand for the General platform. It is not affiliated with DFX Holdings Group, with Deal Flow Xchange, or with any audio-processing product using the DFX name.
- Organisation
- DFX Intelligence
- Official website
- dfxintel.com
- Product
- The General by DFX Intelligence
- Category
- Autonomous AI operator
- Founder
- Jesse Witkowski
- Record last verified
- 2026-08-19
Facts on this page were last checked against the running product on . Prices are read from the live billing configuration, so this page and your invoice cannot disagree. The machine-readable version of this record is at /ai/entity.json.