The short answer
The best website visitor identification software for most B2B teams is the tool that identifies the most companies you would actually sell to, in the countries your visitors come from, at a price that scales with what it finds. For named people in the US, look at Warm AI, RB2B and Warmly. For company-level identification in the UK and Europe, look at Warm AI, Leadfeeder, Snitcher and Albacross. If you want a managed service, Lead Forensics. If your whole stack is HubSpot, Breeze Intelligence.
We make Warm AI, so we have put it first. To keep the rest fair, every price comes from each company's own pricing page, checked on 8 October 2026, and each tool has a "best for" so you can see where it beats us.
Looking for analytics tools as well? See our guide to the best website visitor tracking software.
The 9 tools at a glance
| Tool | Best for | Identifies | Starting price | Free trial or plan |
|---|---|---|---|---|
| Warm AI | Naming more of your visitors on a monthly plan | Companies. Named people for US visitors | £89/month, or £62/month billed annually | 14-day trial, no card needed |
| Leadfeeder | A free starting point | Companies. Contacts with credits on higher plans | Free plan. Paid from €79/month billed annually | Free plan and 14-day trial |
| Snitcher | Low-cost company identification | Companies. Contacts when you choose to reveal them | Advertised from $49/month | 14-day trial, no card needed |
| RB2B | US-only teams that want named people | Named people for US visitors. Companies worldwide | Free plan. Paid from $79/month | Free plan and 7-day Pro trial |
| Albacross | European teams on a budget | Companies. Contacts with credits | €59/month billed yearly, or €84 monthly | 14 days, no card needed |
| Lead Forensics | A managed, sales-led service | Companies, plus business contacts | Not published. Quoted on your traffic | One-week trial |
| Warmly | Identification, chat and automation in one platform | Companies and people | $10,000/year, or $4,875/quarter | Not stated |
| Factors.ai | Account-based marketing and ad reporting | Companies. People through an RB2B add-on | Free plan. Paid prices not published | Free plan |
| Breeze Intelligence (HubSpot) | Teams that run everything in HubSpot | Companies, inside HubSpot | HubSpot credits | Depends on your HubSpot plan |
Prices are as shown on each company's pricing page on 8 October 2026, in the currency each one uses. Check before you buy, as they change.
1. Warm AI: best for naming more of your visitors on a monthly plan
Warm AI checks several identification providers at once, including Snitcher and RB2B along with 7 more data sources, and keeps the best match for each visit. US visitors are shown as named people with their LinkedIn profile and email address where available. UK and EU visitors are shown as companies, in line with UK GDPR and GDPR. You see the pages each company read and how often it came back, get alerts in Slack or email, and send visitors to HubSpot, HeyReach, Valley or a CSV.
- Price: from £89 a month for 50 IDs, or £62 a month billed annually. A company uses 1 ID and a named US person uses 2. No long-term contract.
- Trial: 14 days, no card needed.
- Watch out for: HubSpot is the only CRM it connects to directly today. Person-level data is US only.
2. Leadfeeder: best for a free starting point
Leadfeeder identifies companies and has a free plan that shows up to 100 companies a month with 7 days of history. Paid plans identify more companies, and from the Activate plan up you can buy contact details with credits.
- Price: free plan, then from €79 a month billed annually (€113 monthly).
- Trial: 14 days, no card needed.
- Watch out for: it shows companies, not the person who visited.
3. Snitcher: best for low-cost company identification
Snitcher identifies companies and lets you reveal individual contact details when you choose to. Plans are priced by the number of companies identified each month, with CRM sync for HubSpot, Salesforce and Pipedrive, and an API. Snitcher is also one of the providers Warm AI checks.
- Price: advertised from $49 a month for up to 50 companies. Annual billing saves about 30%.
- Trial: 14 days, no card needed.
- Watch out for: it is company first, so you only see people when you reveal their contact details.
4. RB2B: best for US-only teams that want named people
RB2B names individual US visitors and sends them to Slack. Its free plan is company level only. The Starter plan adds named people with LinkedIn profiles, and email addresses start on the Pro plan. RB2B is another of the providers inside Warm AI.
- Price: free plan, then Starter $79, Pro $149 and Pro+ $199 a month.
- Trial: free plan, and a 7-day trial of Pro.
- Watch out for: person-level identification is US only, so UK and European visitors appear as companies at best.
5. Albacross: best for European teams on a budget
Albacross identifies companies and is priced by how many it identifies each month. You can add verified emails and phone numbers with credits.
- Price: Starter from €59 a month billed yearly, or €84 billed monthly, for up to 50 companies a month.
- Trial: 14 days, no card needed.
- Watch out for: it shows companies, not the person who visited.
6. Lead Forensics: best for a managed, sales-led service
Lead Forensics focuses on company-level identification and gives you business contacts at the companies that visit. It lists a dedicated customer success manager, unlimited users and a built-in lead manager, and connects to Salesforce, HubSpot, Microsoft Dynamics 365, Pipedrive and Zoho.
- Price: not published. Lead Forensics says cost is based on your website traffic, and quotes after a demo and trial.
- Trial: one week, with a rep walking you through the results at the end.
- Watch out for: contract terms are not published, so read your order form for the renewal date and notice period. See our full Lead Forensics alternatives comparison.
7. Warmly: best for identification, chat and automation in one platform
Warmly identifies companies and people and offers website chat and automation on its higher plans. It has the highest published starting price here, so it suits larger teams that want one platform for identification and engagement. Warmly announced on 30 June 2026 that it has agreed to be acquired by HubSpot.
- Price: visitor identification from $10,000 a year, or $4,875 a quarter. Plans with website chat start at $20,000 a year.
- Trial: none stated on its pricing page.
- Watch out for: you pay for a full platform, which is more than a team that only needs identification will use. See our Warmly alternative page.
8. Factors.ai: best for account-based marketing and ad reporting
Factors.ai identifies companies and adds account-based marketing tools and features aimed at LinkedIn and Google Ads results. Person-level identification is an add-on that uses RB2B.
- Price: free plan. Paid prices are not published, and Factors.ai says it typically bills on annual contracts.
- Trial: free plan.
- Watch out for: if you only need visitor identification, much of the platform will go unused.
9. Breeze Intelligence (HubSpot): best for teams that run everything in HubSpot
Clearbit is now part of HubSpot, and its visitor identification lives on inside HubSpot as part of Breeze Intelligence. It works inside HubSpot and is paid for with HubSpot credits.
- Price: HubSpot credits, which depend on your HubSpot plan.
- Trial: depends on your HubSpot plan.
- Watch out for: it only works inside HubSpot. See our Clearbit alternative page.
How B2B website visitor identification works
Most B2B website visitor identification works by matching a visitor's IP address to a known business. A small piece of tracking code on your site records each visit, the tool looks up the IP address against business data, and you see the company name, industry, size, location and the pages it read. Some tools also use identity data to name the individual person, which is mainly possible for US visitors.
No tool identifies every visitor. People browsing from home broadband, mobile data or some VPNs often show up as their internet provider rather than their employer. That is why the number of data sources behind a tool matters, and why a trial on your own traffic is the only fair test.
How to choose
Three questions narrow it down quickly:
- Do you need the person or just the company? If the person, check where your visitors are. Many tools only name people for US visitors.
- Where does your traffic come from? UK and European traffic means company-level identification.
- How do you want to pay? Per company identified, by website traffic, or as a platform licence. Monthly plans let you judge the tool on results.
Then run a two-week trial on your own website. Our buying guide covers what to check and the questions to ask each vendor.
Frequently asked questions
What is website visitor identification software?
Software that shows you which companies, and in some cases which people, visit your website. It works by matching visits to business data, so your sales team can follow up with buyers who never filled in a form.
What is the best website visitor identification software?
It depends on your traffic and budget. For named US visitors, Warm AI, RB2B or Warmly. For UK and European companies, Warm AI, Leadfeeder, Snitcher or Albacross. For a managed service, Lead Forensics.
Is there free website visitor identification software?
Yes. Leadfeeder, RB2B and Factors.ai have free plans with limits. Warm AI, Snitcher and Albacross offer 14-day free trials with no card needed.
Can these tools identify individual people?
Some can, mainly for US visitors. In the UK and Europe, many tools show the company rather than the person.
How much does website visitor identification cost?
Some tools have free plans. Paid plans priced by companies identified start from about $49 (Snitcher), €59 (Albacross) or £89 (Warm AI) a month. Platform tools such as Warmly start at $10,000 a year. Some vendors only quote after a demo.
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