Alta has three agents. Luna is one operator, built around your business. That difference decides how much of the work comes off your plate.
A naming note: Alta's growth agent is also called Luna. Luna from Gary Club is a separate product.
What Alta offers, in its own words
Alta's homepage calls it the “AI GTM System of Actions” and leads with three agents:
“Katie - AI Outbound Agent”
“Build pipeline, automatically”
“Luna - AI Growth Agent”
“Orchestrate your full GTM”
“Alex - AI Inbound Agent”
“Qualify every lead, instantly”
Source: https://www.altahq.com/, fetched October 6, 2026.
They have three. You get one built for you.
Alta's agents each carry a name Alta gave them and one stage of a sales funnel: outbound, growth and inbound. Luna starts from your business instead. You get one operator with her own name, personality and voice that you chose, working by your rules, inside your tools, at the trust level you set for each job. She is trained on your business and managed for you, and she covers the work around the sale too: the phone, the inbox, the meetings, your customers and your community.
What you get with Luna
An operator that is yours. You design her in a studio session. You name her, look at her portrait until it is right, listen to real voices reading your own script in any of 80 languages and pin the one that sounds like your business, and set what she would never say. The voice you pin is the voice that answers your phone, and the same character shows up on every channel.
Trained on your business. Luna calls you for an interview about your business, and everything you tell her goes into the file your operator is built from. She is trained on your offers, your docs, your events and your way of talking to customers, and she keeps studying your business every day after launch.
Your rules, in plain words. Tell her once who is noise in your inbox, who comes first and who not to chase, and she reads the rule back and sorts by it from then on. Tell her what you want after every meeting, such as agenda items for next time or tasks for the team. Show her a process once and she saves it as a playbook and follows your steps the next time. In your Slack she takes instructions only from the people you name.
Your tools. Tell her what you use and she connects it: one sign-in for dozens of tools like Notion, Stripe and Canva, guided steps when a tool has no sign-in, your own mailbox, the Zapier and n8n automations you already built, and your GoHighLevel. When she works out a new connection, it joins the list for every business she works for.
The trust level you set, job by job. Anything that would reach another person waits for you to press Approve. Your automations start switched off, then run with your approval each time, then on their own once you let them. In Slack she drafts every reply for your review until you let her post. You can let one teammate approve one kind of work for a while, such as vendor emails until Friday, and it switches off on its own. On ads, the spend ceiling is in the code, not in her judgement.
One operator for the whole business. She answers your phone, knows who is calling and remembers every previous conversation with them. She clears the inbox so nothing sits unanswered overnight. She joins your meetings, answers in the meeting chat, takes the notes and sends the follow-ups. She leads a team of agents across five lanes: sales, marketing, community, customer service and executive assistance. Email, text, phone, Slack, meetings and comments all land in one memory, and you can ask what she remembers and tell her to forget it.
Built and managed for you. We build her around your business, connect your systems, train her on your brand and manage her with you. She runs on a dedicated encrypted machine of her own, and every month she sends a receipt of what she did, counted from real records, including the messages she chose not to send and why.
Side by side
Alta | Luna | |
|---|---|---|
Agents | Three: Katie, Luna and Alex | One operator leading a team of agents |
Built around | Go-to-market: outbound, growth, inbound | Your whole business, across five lanes |
Name and voice | Names Alta gave its agents | The name, face and voice you design |
Getting started | Book a demo | Design call, studio session, then built and managed with you |
Why Luna is the best choice for your business
Alta's three agents are built for a sales funnel. Luna is built around your business: your character, your rules, your tools and your limits, trained on how you sell and serve, and managed with you every month after launch. She is the most configurable way we know to put AI to work in a business, because the parts that matter are set by you.
For the full side by side with AI sales agents, see how Luna compares, and read what Luna will and will not do with your business.
Questions people ask
Is Alta's Luna the same as Gary Club's Luna?
No. Alta's growth agent is also called Luna. Luna from Gary Club is a separate AI operator, built and managed for one business.
How customizable is Luna?
You design her name, face, voice, personality and language, set what she would never say, give her your rules in plain words, connect the tools you use and decide how far she goes on her own for each kind of work. Then we train her on your business and manage her with you.
Do I control what Luna does on her own?
Yes. Anything that would reach another person waits for your approval. Automations move from off, to approval each time, to running on their own only when you say so, and you can hand a teammate approval for one kind of work for a set time.
How much does Luna cost?
It depends on what your business needs her to do. Gary covers it on the design call, and there is nothing to pay to have that conversation.
See if Luna fits
If your week is full of follow-ups, customer questions, meeting notes or a community that needs looking after, book a design call and we will map where an operator fits in your business. You can also read more about Luna.
Written by
Gary Henderson
Founder of Gary Club
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