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 a month and one costs $49. Here is what the difference buys, and where it does not.
Prices read from each vendor's own pricing page on 19 September 2026.
Price
| Competitors App | Figo | |
|---|---|---|
| Entry | $14.90/mo (Business AI) | $49/mo (Starter, 3 competitors) |
| Next tier | $19.90/mo (Business Plus AI) | $99/mo (Growth, 8 competitors) |
| Agency | Not offered as such | $249/mo, 20 competitors, 5 client workspaces |
| Extra user | $14.95/mo | Included |
| $6.95 per competitor/mo | Not covered |
Competitors App is cheaper and it is not close. If your budget is genuinely $15 a month, 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 |
| Keyword gap vs your site | No | Yes, on Growth and above |
| Reviews | No | Yes, count and rating |
| AI visibility | No | Yes, four assistants, weekly |
| 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. A third of ours.
LinkedIn. We do not cover it at all. They do, as a per competitor add-on.
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, top pages, and the gap against your own domain.
AI visibility. Ten buyer questions across ChatGPT, Claude, Gemini and Perplexity every week, recording who gets named and what gets cited, with your competitors measured in the same run. As far as we know nothing else at this price does it.
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 $34 a month 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, you want to know whether AI assistants recommend your competitors, or you would rather read six sentences on Monday than scan a feed.
Buy both if: you have $64 a month 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?
Competitors App, clearly. $14.90 a month against our $49. Price the add-ons though, 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 and keyword gap, review tracking, AI visibility across four assistants, and a written weekly briefing instead of a feed.
Can I use both?
Some people do, and at $64 a month combined it is not unreasonable. Their email tracking plus our ads and AI visibility covers almost everything.
See it on your own competitors
Figo checks their ads, pages, rankings, reviews and AI answers every week, then tells you what to do in plain words. Set up in two minutes.
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