A calendar built for consistency.
Willow drops a personalised, quarter-long content calendar straight into your platform — drafted in your voice, ready to review.
Ordinal (formerly Assembly) is a founder- and B2B-focused social tool with AI drafting. Willow goes a step further — it drafts content in your voice, tags anyone on LinkedIn, and adds analytics and a dedicated coach.
Willow drops a personalised, quarter-long content calendar straight into your platform — drafted in your voice, ready to review.
The same criteria, side by side. Willow leans done-for-you content and coaching; Ordinal leans startup & B2B social.
Last reviewed:
| Feature | WillowThe B2B social engine | OrdinalStartup & B2B social |
|---|---|---|
| Location | Ghent, Belgium | San Francisco and Austin, US |
| Getting started & support | ||
| Free trial | Willow has a 14-day free trial for the social media platform. | 14-day free trial of premium features. |
| Pricing | Willow's pricing is straightforward and includes every feature and AI tool. Plans cost €289/month with quarterly coaching or €545/month with monthly coaching, billed yearly — each with 20 channels and unlimited users. | Starter $85/month: 3 seats, 4 profiles. Pro $235/month: unlimited seats, API & MCP. Growth $625/month. Enterprise custom. Billed annually. |
| Coaching | ✓Users on a Kickstart or Pro plan get monthly or quarterly coaching with a dedicated expert. | –Chat and email support, a Help Center, and demo/onboarding calls; no structured coaching programme. |
| Support | Native English and Dutch support during office hours, plus a dedicated account manager per customer. | Chat and email support with a Help Center; demos and onboarding calls available. |
| Publishing & scheduling | ||
| Scheduling | Unlimited social media scheduling with no time horizon. | Unlimited multi-platform post scheduling. |
| LinkedIn tagging | Tag people and companies on LinkedIn without restrictions. | Personal LinkedIn profiles can be tagged in the editor. |
| Best time to post | Best time to post recommendations based on years of customer analytics. | Best Time to Post recommendations from historical performance. |
| Analytics & reporting | ||
| Analytics | Detailed analytics per channel with clean data visualisation. | Daily content reporting across channels; all-time analytics on Pro and above. |
| Link tracking | ✓Link tracking for every link in your posts. | –No clear click tracking feature. |
| Data export | ✓Export analytics as a clean, visual PDF. | Analytics via API and webhooks. |
| Content, AI & inspiration | ||
| AI & content generation | Willow builds custom content calendars and LinkedIn captions (the Willow model) for Kickstart, Pro and Custom plans. | AI post drafting built into the workflow, AI reporting that detects what drives engagement, and connection to external AI tools like ChatGPT. |
| News & discovery | ✓Ideas from newspapers, RSS feeds and keyword monitors in your dashboard. | –No external content inspiration or discovery feed. |
| Post inspiration | Best practices and topical calendars for post inspiration. | Ideas & drafts system with structured campaign planning. |
| Academy | Extensive guides on social media fundamentals. | Help Center documentation. |
Competitor plans, prices and features change often. Always check Ordinal’s own website for the most recent and accurate information.
We'd rather you decide on the evidence. Have ChatGPT or Claude compare Willow and Ordinal on real user feedback: day-to-day effort, content quality, strategic value and cost versus value.
A 30-minute demo, no commitment. We'll model your firm live and show you the calendar, the drafts and the coaching — then you decide.
“Willow delivers what they promise — and they keep making the product better with genuinely useful features like link tracking.”