BuiltWith Competitors Compared on Price, Limits and Fit

People comparing BuiltWith competitors usually want one of two things. Either you want a cheaper or better-fitting tool than BuiltWith, or you need to find companies running a rival's product.

For the first, the main paid alternatives are Wappalyzer, Bloomberry, TheirStack and NerdyData:

• Wappalyzer is the closest like-for-like swap, and it has a free account.
• Bloomberry charges by the number of products you track.
• TheirStack sells one-time credit packs built on job postings and technology data.
• NerdyData searches website source code for any string you give it.

Prices were taken from each vendor's pricing page at the time of writing.

Quick disclosure first. My team and I book meetings for clients mostly through cold email and LinkedIn, which is our B2B lead generation work. We resell no tool mentioned below. We do build custom lead lists for some clients. When a client needs a data tool, they pay the vendor directly, outside our fee. That is why I care less about which tool wins a ranking and more about what happens after the export.

What are BuiltWith's main competitors, and who is writing those lists?

BuiltWith sells technographic data, meaning a record of which technologies a company runs. It reads the code a website loads, from its content system and analytics to its payment and chat scripts. It then lets you pull lists of sites running a given product. Common reasons to look elsewhere are the price, the technology cap on the cheapest plan, or a need for data a website does not show.

These four are the ones I priced. Other technographic vendors exist and are not covered here. Free single-site lookups also exist. They are fine for checking one domain at a time, and two of the free accounts are covered in the price section.

Some rankings of these tools are written by a company that sells one of them, or something to buy alongside them. Check who published any ranking you read: a vendor that places its own product first has a reason to.

Check whether a page dates its prices, because vendor prices change. If it does not, read its "best for" labels as marketing. I repeat none of their rankings here. Every recommendation below matches a tool to a need, and none of them rests on a hands-on test.

What does BuiltWith cost, and what does the $295 plan actually include?

BuiltWith sells three main plans, priced per month at the time of writing (BuiltWith plans):

The number to read first is the 2 in the Basic row. Say you want lists for your main competitor, its two closest rivals and the platform your product plugs into. That is four technologies, and Basic cannot hold them, so Pro is your real entry price.

Logins matter too. Basic and Pro each come with one. The moment a second person on your team needs access, you are looking at Team.

Every plan includes the competitor feature, which BuiltWith describes as comparing technologies and seeing who moves from one to another. That is the tool's own answer to "who uses my rival's product". Reports export as CSV and Excel files (BuiltWith FAQ), so anything you pull can go straight into a contact tool.

How do Wappalyzer, Bloomberry, TheirStack and NerdyData compare on price?

Here are the four alternatives side by side. Prices are those shown at the time of writing, taken from Wappalyzer pricing, Bloomberry pricing, TheirStack pricing and NerdyData pricing.

Two of them let you start for free. Wappalyzer's free account gives 50 technology lookups a month. NerdyData's free account returns up to 100 rows per report.

What each one is for, in one line:

• Wappalyzer: lookups and lead lists by technology, the nearest swap for BuiltWith.
• Bloomberry: tracking a handful of named products across companies.
• TheirStack: spotting firms through their tech stack and open roles, so hiring becomes the signal.
• NerdyData: a code search across HTML, JavaScript, CSS, HTTP headers, cookies and XHR URLs.

BuiltWith Basic, Wappalyzer Pro and Bloomberry App Starter all stop at two technologies. So before any trial, count how many products you actually need to track. That count, more than the headline price, decides which plan you buy.

Which BuiltWith alternative fits what you actually need?

Match the tool to the job:

Before you pay for any row of that table, count your market.

Say your whole market is around 2,000 companies, and a technology filter or an intent signal (data suggesting a company is researching a purchase) leaves 10 of them. That filter leaves a short list you could have built by hand. When a market is that small, my team skips technology and intent filters and puts the work into an offer that fits all 2,000 companies.

My rule: if the filtered list is a small slice of a small market, build by industry, company size and buyer title, and save the subscription.

Pay for a technology layer when your market is large enough that the filter still leaves you thousands of real accounts. If the filter leaves only a few dozen accounts, you are back in the 50-100 "perfect fit" trap: people being busy, not ready or not interested decides your quarter, and volume is the only thing that evens that luck out.

How reliable is technographic data, and what can it not see?

BuiltWith explains its method plainly. Every website gives off signals that it uses a particular technology. BuiltWith indexes the internet the way a search engine crawls it, and it takes no data from third parties (BuiltWith FAQ).

A useful independent look at fingerprint-based detection comes from the HTTP Archive's Web Almanac, which does not use BuiltWith. Its 2024 edition crawled 16,935,953 websites in June 2024. It detected technologies using its own fork of the final open-source Wappalyzer release, covering over 3,944 technologies (Web Almanac 2024 methodology).

Its authors are direct about the limits. A tool that leaves no detectable fingerprint in a site's code cannot be measured. Results are only as valid as the detection behind them. And every page in the crawl was loaded logged out, with an empty cache.

For a seller, that has three consequences:

1. Software that lives behind a login is mostly out of sight: back-office systems, finance and HR tools, client portals and internal apps.
2. A detected tag shows that code loads on a page. It does not show who uses the product, what they pay, when the contract renews or who signs the next one.
3. Detection quality differs from product to product. Vendor marketing will quote accuracy claims, but treat those as the vendor's own numbers. I did not find independent per-product accuracy figures for these tools, so I quote none.

Use a detected technology as a reason to put a company on your list. Whether that company will buy is something only the conversation tells you.

What does the technology layer cost in three common setups?

The technology layer gives you companies. You still have to pay to find the people at them. Here are three common setups, using list prices from the table above.

Read the gaps as a first filter. Annual billing on Wappalyzer narrows the first two gaps. In the first row, Bloomberry also allows far more users than Wappalyzer's single seat, which matters once a second rep joins.

The contact line is the one that grows with your market. Its cost depends on the database and the volume, and what contact data costs per contact breaks that down by provider.

You have the company list. How do you turn it into people you can email?

A technology export gives you domains and company names. It gives you no decision-makers. This is where technographic projects stall: a team can hold, say, 3,000 companies running the right product and still have nobody to write to. Firmographic filters such as size, industry and location (what firmographics are) help narrow that group before you look for people.

My team builds the people layer in Sales Navigator, Apollo, UpLead, ZoomInfo or RocketReach, because a list built in those databases beats a scraped one. For how those databases compare, see the prospecting database comparison.

At the time of writing, per each vendor's pricing page, UpLead Essentials costs $99 a month on monthly billing, Apollo offers a free plan with no time limit, and ZoomInfo publishes no list price and quotes on request.

Run the steps in this order:

1. Trim the company list. Check your past and current clients first, then keep the companies that look like them in the countries and sizes you actually serve.
2. Pick the titles that sign. Look back at your past deals and note who actually signed, then search those titles. Drop generic ones like Assistant, Associate and a bare Manager.
3. Find the people. Search those titles at those companies in your contact database.
4. Verify every address. Send only to verified ones.
5. Write the copy last. By now you know exactly who will read it.

Step 4 is the one I never skip. Every address goes through NeverBounce or DeBounce before a single send, and we hold the bounce rate below 0.5%. Bounces hurt the sending domain, and a damaged domain drags every later campaign down with it.

When a campaign built on a technology list goes quiet, I open the list before anyone rewrites a subject line. In my campaigns the wrong titles, the wrong company size or unverified addresses explain silence more often than a weak opening sentence. Run those checks first, and read why the list usually sinks a campaign before the copy does.

A database-first list can work on its own, with no technology filter on top. For a business consulting firm in the USA, the lists came from Sales Navigator, and LinkedIn outbound plus content marketing booked 204 sales meetings in 4 months. The case file names no technology filter, so treat it as a database example.

Can you legally email the people on a technology-based list?

Under PECR, UK regulator guidance allows B2B marketing emails to corporate bodies without prior consent. You must not hide who you are, though, and you must give a valid address for opting out (ICO B2B marketing guidance).

Sole traders and certain partnerships follow different rules. They count as individual subscribers, so PECR regulation 22 requires their prior consent or the soft opt-in. The soft opt-in will not cover a technology export, because it only applies to details you collected yourself during a sale or a negotiation for one.

The ICO says it is reviewing this guidance following the Data (Use and Access) Act. It adds that data obtained from another source obliges you to give the person privacy information within one month of collection, and an objection to marketing must always be honored.

In the EU, recital 14 of the GDPR excludes data about legal persons, including a company's own contact details. A named person at that company is still a natural person, protected by the Regulation.

If a technology export hands you German, Austrian or Czech domains, my team treats them differently: those markets get no cold email from us unless a compliant basis exists, and the contacts are approached on LinkedIn. Most of what we run targets the USA, the UK and the rest of Europe.

This is not legal advice. For the claims list sellers make, see what data vendors claim about GDPR.

If a technology filter keeps handing you domains and no people to write to, talk it through with me. I will tell you honestly whether the list is worth building.