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The ICP Builder (sidebar → ICP Builder) reads a company website, works out what it sells and to whom, proposes up to six ideal customer profiles (ICPs), turns each profile into search filters, and builds a lead list for each one. The stepper at the top reads Website → Analysis → ICP → Find leads → Lists. The page address keeps the step, so a reload resumes where you were.
Analysis, filter tuning, lead counts and previews are free. Points are spent only when you generate lists.

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1. Website

Enter a public website address — usually your own company’s, e.g. loice.ai — and click Analyze. An address that is not a public website answers “Enter a public website address, like loice.ai.”

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2. Analysis

Loice reads the site in three stages: Reading the website, Identifying products & positioning and Mapping ideal customer profiles. You can Cancel at any time. If the site cannot be read (blocked, empty, behind a login), you see “We could not read …”. If too many analyses run at once, you are told when to try again.

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3. ICP

  • Analyzed website lists the detected products and use cases. When the site does not state any use cases, Loice suggests a few from what it read, marked Suggested from the site. Correct them with Edit products and use cases — the profiles follow your edits.
  • Ideal customer profiles: up to six, each with a name, audience, offer and problem. Edit any of them, untick the ones you do not want, or + Add custom profile.
Click Find leads.

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4. Find leads

Each profile becomes a card with generated filters — the same filters as Leads Search, except People. Four rows show by default; Show more filters reveals the rest.
  • Every card shows a live count of matching people.
  • Filters are tuned automatically toward a useful audience (roughly 1,000–100,000 people): the card says Loosening filters… or Narrowing filters…, then Filters adjusted, with Undo.
  • Preview leads shows sample rows (name, title, company, location). Contacts are revealed only when you generate the list.
  • A card that matches nobody will not be generated.

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5. Generate lists

Click Generate and choose:
  • Max leads per list — leave empty to take every match;
  • what to include: Lead data (always) and, optionally, Work emails (a verified email for each person) and Personal emails (a verified personal email for each person, from their LinkedIn profile).
The dialog shows an estimate of the cost. A list holds at most 2,500 people when the profile’s search is too narrow to split, otherwise up to 100,000; the dialog says when that limit applies. A workspace that has not started its trial is asked to do so first. If the balance is too low, the dialog says how many more points are needed; if prices changed since the estimate, it shows the new one and asks you to confirm again.

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6. Lists

Generated lists shows each list’s progress: Queued, Adding leads · x of y, Revealing emails · x of y, then Ready with Open. A list that stopped says why — not enough points, cancelled, another search was running, or failed — and keeps what it already added. The total spent on the run is shown at the bottom. The lists appear under Lists with the source ICP Builder, and each profile is also kept as a saved search in Leads Search.

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Billing

  • Only Generate spends points: per lead added, plus per revealed email when Work emails is on, plus per personal email looked up when Personal emails is on (a confirmed miss is charged too; a lookup that cannot run is not).
  • Lists are built one after another, and generation occupies the workspace’s search slot.
  • People on your do-not-contact list are never added or charged.

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From an AI assistant

The ICP Builder is not offered over the MCP server for now. An assistant connected to Loice can still search for leads and employees and find emails; build profiles here in the app.