Twelve years of writing by hand. Then we taught it to scale.
Lexi isn't a prompt wrapped in a nice interface. It's a decade of real client work, done by real psychologists, turned into software.
You've probably tried writing a text and got stuck. So have we.
You sit down to write an email, a post, 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 that a thousand times, for other companies, not our own.
For over a decade, our agency Behave helped companies write more clearly, more effectively, and more empathetically. A team of psychologists and writers crafted thousands of messages by hand: support replies, sales copy, CRM campaigns, legal notices. All of it helped clients increase sales, reduce complaints, and improve the experience on the other end of the message.
Along the way, that work turned into a system: rules for how people actually read, think, and decide, not just rules for grammar. 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'd already spent years doing, by hand, for some of the region's biggest brands.
From an agency of psychologists to software that writes.
An agency built on behavioral economics.
Named after the field itself. Loss aversion, anchoring, confirmation bias — already mapped by research, never applied to how companies write. So we applied it, by hand, for Raiffeisen, Erste, A1, T-Com, Nike, Lidl and McDonald's.
Twelve years of texts became a rulebook.
Support replies, sales copy, CRM campaigns, legal notices — 11,500+ of them, written by psychologists and copywriters. Every pattern that worked got written down with the reason it worked. That became Lexipedia: 130+ rules, each tied to psychology, not style.
The rulebook became software.
AI let us scale what we'd been doing manually — and the same psychologists still write by hand today, because every text trains Lexi further.
Running across 10 CEE markets.
Banks, telecoms and retailers write with Lexi every day — in production, not in pilot.
A psychologist who got tired of watching good products get read badly.
Boris Šurija
Boris is a behavioral psychologist with 15+ years of experience in applied psychology. Before Lexi, he spent five years leading ML and data science teams (Monolith, Zintera) building technology for predicting human behavior, then ran Behave for a decade: a behavioral-economics agency solving growth problems through the psychology of communication for clients including Raiffeisen Bank, UniCredit, Erste, A1, T-Com, Orange, Nike, Lidl, McDonald's and Publicis.
He named the agency after the field itself: behavioral economics had already mapped and catalogued the mental biases that quietly steer how people read and decide: loss aversion, anchoring, confirmation bias. Applying that field to how companies write is the thread that runs through everything Lexi does.
Alongside Lexi, Boris regularly leads communication and writing trainings, from C-level to operations teams, and speaks on the psychology of language and AI.
"People and brands are mostly text to us today. So I wired psychology into every word, turning glances into reads, and complaints into compliments. Then I turned to AI, to scale that from one message to a million."
"The best AI writer I have seen. Truly impressive."
Our AI tools weren't dreamed up. They were built from a decade of real texts.
The logic behind Lexi, and every text it generates, is grounded in real-world work we did by hand, for real clients, for twelve years, before a single line of it was automated.
hand-written texts, written by real copywriters and psychologists, that trained Lexi from the ground up.
proprietary rules in Lexipedia, Lexi's rulebook: each one tied to a psychological reason, not a style preference.
expert runs testing what actually gets read, replied to, and paid.
What used to be manual labor, we now automate, so more teams can benefit from the psychological power of language. We still write for clients by hand today: every text trains Lexi further.
Behind Boris is a team who actually believes in what we're building.
We're not building a "product for the market." We're building a tool we want for ourselves.
Today the Lexi team includes psywriters, engineers, and marketers who don't just build the product, they use it: testing it in real life, writing with it, refining it, and feeding that straight back into development.
In 2024, Lexi won 1st place at the Game Changer startup competition, as the best tech product in development.
In 2025, Raiffeisen Bank International was named Best CRM Solution in Europe by Global Banking & Finance Review, for the CRM program Lexi powers across 10 CEE markets.
An elephant never forgets. Great communication remembers.
Your brand book. Your tone. Your goals. Every session, every correction, everything you taught it: that's the elephant we built for you. Sound familiar? It should: it's the same thing a good copywriter does after years on your account. We just made sure it never forgets.
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 over a decade, we did that work manually, for some of the region's biggest brands. Now we do it automatically. And so can you, with our tools.
Want to see twelve years of psywriting on your own texts?
Send us one of your own emails or replies, and we'll show you what Lexi does with it.