Figo vs Crayon for competitive intelligence
Crayon is built for a competitive intelligence program with a sales team to arm. Figo is built for the owner who wants Monday's answer. If you have been quoted an enterprise price for the second job, read this first.
Crayon is a serious tool for a serious job. In our September 2026 test it was named in 14 of 48 AI assistant answers about competitor monitoring, almost always when the question mentioned a team, a sales org or a client roster. That is the right context for it. This page is for the person who asked a simpler question, got Crayon as the answer, and now has a demo booked and a price they cannot say out loud.
Who each one is for
| Figo | Crayon | |
|---|---|---|
| Built for | An owner, marketer or small agency who wants to know what competitors did this week | A competitive intelligence program that feeds sales, product marketing and leadership |
| The output | A Monday briefing per competitor: what changed, evidence, one action | Battlecards, alerts, a competitor library, dashboards for stakeholders |
| Who reads it | You, on your phone, on Monday | Sales reps in a deal, product marketers, executives |
| Pricing | $49, $99 or $249 a month, on the page | Quote only, tailored to your program |
| Setup | Add domains, first check runs in minutes | An onboarding with a customer success team |
| Sales tools | None | Battlecards, CRM integrations, win-loss |
| Ads with creatives | Google, Meta and TikTok libraries | Tracked as part of a wider source net |
| Page edits with wording | Yes | Website change tracking is part of the product |
| Pricing page as structured data | Yes | Not a separate feature |
| Reviews | Google and Trustpilot rating and count | Review sites are among the sources |
| AI answers | Asks four assistants your buyer questions weekly | Not a feature as of September 2026 |
| Free trial | No | No public trial; demo first |
Prices were read from Crayon's pricing page and Figo's pricing page on 10 September 2026.
What Crayon does that Figo does not
It arms a sales team. The reason to buy Crayon is the battlecard: a one-page answer to "we are up against Competitor X, what do I say". It is tied into the CRM, updated as intelligence comes in, and measured by whether reps use it. Figo has nothing like this and does not plan to.
It watches a wider net. News, press releases, job postings, executive changes, product updates, social, review sites, websites. If a competitor hires a Head of Enterprise Sales, Crayon is the kind of tool that notices. Figo watches the marketing surface: rankings, pages, ads, social, reviews, pricing.
It serves many stakeholders. Dashboards and digests for different teams, with permissions. Figo is one workspace per business with one weekly email, or one per client on the Agency plan.
It comes with people. Enterprise onboarding and customer success. Figo comes with an email address.
What Figo does that Crayon does not
It tells one person what to do. The Monday briefing ends with a single action specific enough to finish in an hour, written from the reader's own numbers: "They started 6 Google Ads pointing at /google-ads-agency. You run none for that service. Open your page and decide whether to bid." A CI platform gives you the intelligence and leaves the decision to the program.
It reads pages as things. A pricing page becomes plans and prices, so a change is "Starter went from $99 to $129". A homepage becomes headline, buttons and body text, so an edit is "rewrote the headline to lead with same-day service". Page tracking, explained.
It asks the assistants. Figo writes ten buyer questions and asks ChatGPT, Claude, Gemini and Perplexity every week, then reports who gets recommended and which sources those answers used. For a small business in 2026 this is where the next customer is deciding, and it is not part of Crayon's product.
It costs what it says. Three plans, on a page, month to month. A small agency can put every client on it for $249 and know the number before the call.
The honest sizing test
Answer these five. Mostly A means Figo. Mostly B means Crayon or Klue.
| Question | A | B |
|---|---|---|
| Who will read the output | Me, or me and one other | A sales team, product marketing and leadership |
| What do I do with it | Change my pages, ads and prices | Arm reps in live deals, brief executives |
| How many competitors | Three to twenty | Dozens, across product lines |
| Budget conversation | I can decide today | Procurement, an annual contract |
| What I most want to know | What they changed this week | Everything about them, organised for reuse |
Where they overlap
Both will tell you a competitor changed a page, launched a campaign, or picked up reviews. If that is all you need, the difference is who reads it and what it costs. If you need the battlecard, Crayon. If you need Monday's answer, Figo. Agencies sometimes run Figo per client and write positioning work from it by hand, which is cheaper than an enterprise CI seat for every account and slower than a battlecard that updates itself.
How Figo gets its numbers
Every source is public: the competitor's own site, the Google, Meta and TikTok ad libraries, public social profiles, Google Business Profile and Trustpilot, a search index for rankings and traffic estimates, and the four assistants asked directly. Nothing behind a login. The full list with freshness is on the data methodology page.
Questions people ask
Does Figo do battlecards?
No. Figo has no sales enablement features: no battlecards, no CRM integration, no win-loss tracking. If your sales team needs a card for every competitor in every deal, that is Crayon's job and Figo is not a substitute.
How much does Crayon cost?
Crayon does not publish prices. Its pricing page says pricing is tailored to your competitive intelligence program and asks you to request an estimate. Public reports and reviews put it well into the thousands of dollars a year, but treat any number you read outside Crayon's own quote as hearsay.
Can an agency use Figo the way it would use Crayon for clients?
For the monitoring half, yes. The Agency plan gives each client their own workspace, competitors and Monday email. For the deliverable half, battlecards and positioning decks, you would still write those yourself from what Figo reports.
Which sees more?
Crayon watches more kinds of source, including news, job postings and social across a wide net. Figo watches fewer things more precisely: ads with creatives, page edits with wording, pricing pages as structured data, reviews, and AI answers, all with one owner in mind.
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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