Figo vs Competitors App
A fair comparison of two competitor monitoring tools at different prices, including the cases where Competitors App is the better buy.
Both tools watch competitors. One costs $14.90 per competitor a month under an October offer and one costs $49 for three competitors. Here is what the difference buys, and where it does not.
Prices read from each vendor's own pricing page on 4 October 2026.
Price
| Competitors App | Figo | |
|---|---|---|
| Entry | $29.80 per competitor/mo (Business AI), $14.90 under the October offer | $49/mo (Starter, 3 competitors) |
| Next tier | $39.80 per competitor/mo (Business Plus AI), $19.90 under the October offer | $99/mo (Growth, 8 competitors) |
| Agency | Custom plan, price not published | $249/mo, 20 competitors, 5 client workspaces |
| Extra user | $14.95/mo | Included |
| $6.95 per competitor/mo | Not covered |
At its offer price Competitors App is cheaper for most list sizes: three competitors come to $44.70 a month against our $49. At its regular price ours costs less from two competitors up. If your budget is genuinely $15 a month for one competitor, stop here and buy it.
Do price the add-ons. Six competitors with LinkedIn tracking adds $41.70 a month, which changes the comparison.
What they cover
| Competitors App | Figo | |
|---|---|---|
| Website changes | Yes | Yes, full page set diff weekly |
| Email tracking | Yes | No |
| Social posts | Yes, LinkedIn as a paid add-on | Instagram, Facebook, Reddit |
| Google Ads | Limited | Yes, with advertiser verification |
| Meta Ads | Limited | Yes, verified against their domain |
| TikTok Ads | No | Yes, with advertiser verification |
| Search rankings | Light | Yes, weekly, plus new and lost keywords |
| Reviews | Business Plus AI only | Yes, count and rating |
| Output | A feed of changes | A written briefing, Monday |
Where Competitors App is better
Email tracking. Their standout feature and we have nothing like it. Seeing a competitor's actual promotional calendar, the offers they push and when, is more revealing than most analytics. If this is why you are shopping, buy theirs.
Price. Cheaper than ours for a short list at its October offer price.
LinkedIn. We do not cover it at all. They do, as a per competitor add-on. Doing it by hand is covered in LinkedIn competitor analysis.
Maturity. They have been doing this longer.
Where Figo is better
Ads, properly. Google, Meta and TikTok libraries checked weekly, with creatives, landing pages, first and last seen dates. We verify that the advertiser is actually the company rather than a name match, which matters more than it sounds: before we built that check, we were showing ads from unrelated businesses with similar names.
Search data. Rankings, traffic estimates, new and lost keywords and top pages, with your own domain tracked alongside so the numbers sit next to yours.
Reviews. Count and rating tracked over time.
The output. This is the real difference. They give you a feed of changes. We write you a briefing on Monday saying what changed and what we think it means. Whether that is worth the difference depends entirely on whether you have time to interpret a feed.
No per competitor add-ons. The price on the page is the price.
Which to buy
Buy Competitors App if: budget is the binding constraint, email tracking is the feature you want, you need LinkedIn, or you are comfortable reading a change feed yourself.
Buy Figo if: ads across three networks matter, you want search data included, or you would rather read six sentences on Monday than scan a feed.
Buy both if: you have about $64 a month for one competitor on theirs and three on ours, and want the email tracking alongside everything else. There is no overlap problem, and we would not pretend there is.
We would rather you bought the right one than bought ours. A tool that does not fit gets cancelled in month three, and nobody wins that.
Questions people ask
Which is cheaper?
It depends how many competitors you watch, because Competitors App charges per competitor. Business AI is $14.90 per competitor a month under its October offer ($29.80 regular), so one competitor is $14.90 against our $49, three come to $44.70, and eight come to $119.20 against our $99. Price the add-ons too, because LinkedIn tracking is $6.95 per competitor per month and extra users are $14.95.
What does Competitors App do that Figo does not?
Email tracking. It subscribes to your competitors' mailing lists and shows you what they send. We do not do that and it is genuinely useful.
What does Figo do that Competitors App does not?
Ads across Google, Meta and TikTok with verification, search rankings with new and lost keywords, review tracking (Competitors App has it on Business Plus AI only), and a written weekly briefing instead of a feed.
Can I use both?
Some people do. Watching one competitor on theirs and three on ours is $63.90 a month at their October offer price, which is not unreasonable. Their email tracking plus our ads and search data covers almost everything.
See it on your own competitors
Figo checks their ads, pages, rankings and reviews every week, then tells you what to do in plain words. Set up in two minutes.
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