Conversation intelligence software UK: Gong, Jiminny and five other tools compared

What to take away

Gong, Clari Copilot and ZoomInfo Chorus lead the market, and all three sell on annual contracts with no published price list.
Jiminny is headquartered in London, which makes it the simplest UK vendor to put through a data protection review.
Dialpad Ai Sales and Fireflies.ai publish lower per-seat prices and suit smaller teams testing call analysis.
Salesforce Einstein Conversation Insights only makes sense if your records already live in Sales Cloud.
FCA-regulated firms often pair a coaching tool with compliance recording from NICE, Verint or VoxSmart.

What conversation intelligence software does

Conversation intelligence tools sit on top of Zoom, Microsoft Teams and your phone system. They transcribe the call, tag topics, score talk ratios and return a summary to the CRM. Gong, Clari Copilot and Jiminny all work this way, and most now suggest next steps rather than just summarising.

How conversation intelligence works

Call on Zoom, Teams or phone
Transcribe the call
Tag topics and score talk ratios
Return summary to CRM
Suggest next steps

Speech analytics goes further than transcription. It groups calls by objection, competitor mention or price pushback, turning a scattered library of recordings into something you can search and coach from. NICE and Verint built this for contact centres long before sales teams bought it.

Integration quality matters more than the feature list. If summaries never reach the CRM record, reps stop using the tool within a month. Test the Salesforce and HubSpot connectors during the trial, not after signing.

The UK rules that decide your shortlist

Recording a sales call means processing personal data. The Data Protection Act 2018 sets out the framework you are working inside.

UK compliance layers to check

Data Protection Act 2018 framework
Lawful basis and transparency duty
ICO UK GDPR guidance at recording
PECR consent for electronic communications
FCA recording and retention rules
UK or EU data residency in contract
Sub-processors named in contract

Your lawful basis and your transparency duty both sit there, and the ICO's UK GDPR guidance explains how to apply them at the point of recording.

The Privacy and Electronic Communications Regulations (PECR) add a second layer for electronic communications. The ICO's guidance on direct marketing and electronic communications explains when consent is needed and how it applies to recorded sales calls.

Firms selling regulated products face a third layer. FCA rules require relevant telephone conversations to be recorded and retained, so a general-purpose notetaker may not clear procurement. NICE, Verint and VoxSmart sell recording and surveillance into that market.

Where the vendor stores recordings matters just as much. Most large US platforms host in the United States by default, and UK or EU residency is often a paid option. Ask which region applies to your contract and check that sub-processors are named in it.

How the main options compare

Treat the table as a shortlisting aid rather than a ranking. The compliance column is where UK buying decisions are usually won or lost.

UK compliance at a glance

Gong

Best fit: Mid-market deal insight
Pricing: Annual, no list price
UK compliance: US-based, confirm residency

Jiminny

Best fit: UK and European teams
Pricing: Quoted per seat
UK compliance: London office, UK GDPR

Clari Copilot

Best fit: Existing Clari users
Pricing: With Clari platform
UK compliance: US-based, ask residency

Fireflies.ai

Best fit: Small teams testing
Pricing: Free tier, paid seats
UK compliance: US-hosted, limited redaction

Best fit

Gong: Mid-market and enterprise teams wanting deal and forecast insight
Jiminny: UK and European teams that prefer a local vendor
Clari Copilot: Teams already using Clari for forecasting
ZoomInfo Chorus: Teams that also buy ZoomInfo contact data
Dialpad Ai Sales: Teams willing to move their phone system across
Fireflies.ai: Small teams and individuals testing transcription
Salesforce Einstein Conversation Insights: Sales Cloud users who want analysis inside the CRM

Pricing model

Gong: Annual contract, no public list price
Jiminny: Quoted per seat, no public list price
Clari Copilot: Sold with the wider Clari platform
ZoomInfo Chorus: Bundled with a ZoomInfo subscription
Dialpad Ai Sales: Published per-seat pricing, billed annually
Fireflies.ai: Free tier, paid seats from around $10 per user per month
Salesforce Einstein Conversation Insights: Add-on metered by conversation hours

UK compliance points

Gong: US-based, so confirm EU or UK residency
Jiminny: London head office; built around UK GDPR duties
Clari Copilot: US-based; ask where call recordings sit
ZoomInfo Chorus: Bundling can cut cost; check exit terms
Dialpad Ai Sales: Residency options vary by region
Fireflies.ai: US-hosted by default; limited redaction on low tiers
Salesforce Einstein Conversation Insights: Data stays inside your Salesforce org

If you are weighing forecast features against call analysis, the revenue intelligence software buyer's guide explains where the two categories overlap.

None of these vendors is automatically compliant. The same platform can host in the UK for one customer and elsewhere for another, so ask what applies to your contract.

Five questions for a vendor

Where is call data stored, and can it stay in the UK?
How does the tool capture consent or a recording notice at the start of a call?
What retention periods can we set, and can recordings be deleted on request?
Which roles can listen to calls, and is every playback logged?
Can we redact card details or health information automatically?

Ask Gong, Jiminny, Clari or Dialpad for written answers and test them against your privacy notice. A tool that cannot delete a recording on request leaves you handling the complaint yourself.

Getting your team to use it

Reps often read call recording as surveillance, so explain the coaching purpose first. A simple set of sales coaching templates for managers keeps scoring consistent and makes the roll-out easier to defend.

Agree a short list of calls to review each week. Reviewing every call creates work for managers and resentment on the floor, while two or three calls per rep per month shows patterns without the policing feel.

Common questions

Does conversation intelligence software make us compliant on its own?

No. Gong, Fireflies.ai and every tool in the table is a processing tool. Your lawful basis, privacy notice and retention rule stay your responsibility.

Do we need consent to record a sales call?

Not always. Business-to-business sales calls are usually handled through legitimate interests plus a clear notice at the start, while marketing calls face the stricter PECR consent rules.

What do FCA recording rules change for us?

If you sell regulated products, relevant calls must be recorded and kept for the period your compliance team specifies. A coaching tool that cannot store, retrieve and audit those recordings will fail procurement, whatever its analysis features. Firms in this position often buy NICE, Verint or VoxSmart as well.

Is a cheaper tool enough for a small UK team?

Often yes. Fireflies.ai or Dialpad Ai Sales will cover transcripts, a shared library and basic coaching notes. Add audit logs, redaction and UK hosting and the price band moves up.