Retell AI is a developer platform for building and running voice agents through an API. Its conversation layer starts around 7 cents a minute, with the language model and telephony charged on top, so real production costs typically land between roughly 13 and 31 cents a minute depending on the models you pick (Retell, Zeeg). Like other developer platforms, it gives you the engine and leaves the building, integrating and maintaining to you.
Apex AI takes the opposite approach. We are a managed, done-for-you service. We build the agent, integrate it into the booking system you already use, tune it for your industry, test it on real calls and keep optimising it. You get the outcome without touching the build.
Apex AI vs Retell, side by side
| Retell | Apex AI (managed) | |
|---|---|---|
| Built for | Developers running voice agents at scale | Businesses that want their phone answered |
| Who builds it | You, via the API and dashboard | We build and run it for you |
| Integration into your booking system | You code it | We do it for you |
| Pricing shape | ~7c/min base, plus model and telephony | One predictable managed fee |
| Maintenance | You monitor and maintain it | We monitor and optimise it |
| Support | Docs and tickets | A named UK contact |
| Best when | You have developers and want control | You want the outcome, done for you |
Pricing figures are the providers’ published rates at the time of writing and are shown to illustrate the model, not as a live quote. Always check current pricing with the provider.
When Retell is the right choice
If you have developers who want a reliable API to build production voice agents on, Retell is a strong, well-regarded platform. It gives you control and scale, with the build and the upkeep sitting with your team.
When Apex AI is the right choice
If you want the result rather than a project, have no developer to spare, and need it integrated into your booking system and kept running for you, a managed service fits better. You trade a little flexibility for not having to build or maintain anything.
Still weighing it up? Start with the bigger picture in our managed vs build-it-yourself guide, or see what an AI receptionist actually costs.
Questions, answered.
Is there a managed alternative to Retell?+
Is Retell or Apex AI cheaper?+
Do I need technical skills to use Retell?+
Can you integrate with my booking or job-management software?+
Which should I choose, Retell or Apex AI?+
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