You've probably tried writing a text — and got stuck? So have we. And we've been doing it for 10 years.
We’ve all been there. You sit down to write an email, a post, or a presentation… and your mind goes blank. The words don’t come. The sentences feel off. And the clock is ticking.
We’ve been through it a thousand times.
But along the way, we discovered something important: there is a simple way to write better.
Not one based on luck or talent — but on psychology.
For over 10 years, we’ve been helping companies write more clearly, more effectively, and more empathetically. Through our agency Behave, our team of psychologists and writers crafted thousands of messages that helped clients increase sales, reduce complaints, and improve user experience.
Through that work, we built a system that helps anyone write more clearly and convincingly. A system built on how people read, think, and make decisions.
Today, we call that system psywriting. And with the help of AI — we turned it into a tool anyone can use.
That’s how Lexi was born. A way to scale everything we’ve done for years — through technology.
Our AI tools weren’t invented. They were field-tested.
Our AI tools are still in development. But the logic behind them, and the texts they generate, are grounded in real-world experience.
What used to be manual labor — we now automate. So that more teams can benefit from the psychological power of language.
Who are Lexi tools for?
Each of our tools solves a real, practical problem:
01.
✍️ Copywriter
For marketers who need content — yesterday. Perfect for marketing, HR, and sales teams who are tired of waiting on external freelancers. → Create persuasive content instantly.
02.
🤝 Supporter
For teams overwhelmed with customer emails. Built for banks, telecoms, and insurance companies where one wrong word can cause a crisis. → Reply faster, more humanly, and always in the right tone.
03.
🎯 Simplifier
For complex industries that confuse their users. Designed for fintech, healthtech, and other expert-heavy services. → Turn jargon into words anyone understands.
04.
📅 Booker
For teams drowning in scheduling emails. Ideal for clinics and customer service teams juggling hundreds of appointments. → Let Booker handle the back-and-forth and schedule what works for everyone.
05.
🔍 Seeker
For teams lost in data. Built for sales, HR, and support teams who need answers fast. → Search your internal database in seconds — and get help phrasing it for clients or colleagues.
Who’s behind Lexi?
Lexi was founded by Boris Šurija, a psychologist with 15+ years of experience in applied psychology and founder of the agency Behave.
He’s been a TEDx speaker, a nominee for MIT Innovators Under 35, a World Economic Forum contributor, and a Max Planck fellow in Berlin.
Alongside Lexi, Boris regularly leads communication and writing trainings — from C-level to operations teams.
And behind Boris is a team who truly believes in what we’re building
Today, the Lexi team includes psywriters, engineers, and marketers who don’t just build the product — they use it.
We test it in real life, write with it, refine it, and give feedback straight into development.
We’re not building a “product for the market”. We’re building a tool we want for ourselves.
In 2024, Lexi won 1st place at the Game Changer startup competition — as the best tech product in development.
What can we do for you?
You don’t need perfect tech to start communicating better. Here’s what we can help you with right now:
Train your team
Our founder Boris Šurija delivers hands-on workshops on persuasive communication — for teams in sales, marketing, support, and compliance.
We’ll rewrite your texts — by hand
You send us your current content. We analyze it and rewrite what you’re saying — from customer service replies and onboarding flows to ads, emails, and internal docs. All according to psywriting principles.
Try out early-access AI tools
We’ll show you early versions of tools like Copywriter, Supporter or Simplifier. — and help you explore how they could fit into your workflows.
Why we’re here
Every day, we see how one word can close a deal, calm an angry customer, motivate a team, or make the complex feel simple.
For the past decade, we’ve been doing that work manually — for some of Croatia’s biggest brands. Now we’re doing it automatically. And so can you — with our tools.