Yes, completely free. No trial, no tiers, no card details, no hidden fees. iwoca built toro because we think every small business deserves to be heard, not just the ones that can afford an agency.

No. toro is open to any UK small business. You don't need a loan, a card or any other iwoca product to use it – and using it won't affect anything about your relationship with iwoca.

No account set-up and no passwords. You verify your email address and you're in. Your campaigns are saved to that email so you can come back to them.

No – and that's deliberate. Mass-distributed releases are ignored. toro writes personalised pitches and shows you who to contact, but you make them your own and send yourself. Personal pitches from the business owner get far better response rates than anything sent from a platform.

When someone asks ChatGPT, Google AI Overviews, Perplexity or Claude for a recommendation, the answer is built mostly from news coverage and third-party sources. toro writes your content so it's easy for those tools to read, quote and cite – and helps you earn the coverage they rely on. That's generative engine optimisation (GEO), and it's built into everything toro produces.

That's who toro is for. Start with "Let's get started" and just describe your business. toro asks the questions, explains the jargon and tells you what's newsworthy – even when you don't think anything is.

Go straight to Crisis support. Tell toro what's happened and it will give you a holding statement, key messages, what to say to a journalist who calls, and how to brief your team – in minutes. You'll still want a human to sign off anything legal, but you won't be starting from a blank page.