RB2B Pricing: Plans, Credits and the Real Cost per Lead

RB2B’s published pricing, as summarised by third-party comparisons, runs from a limited free tier to a top listed plan of $999 a month, with credits tied to unique identified visitors. The sticker price is only half the story, because the real cost depends on how many of your visitors are identifiable at all.

Every figure below comes from the public comparison on BusinessMCP’s RB2B alternative page, which states that its pricing was verified on 14 August 2026. That is a competitor’s snapshot, so treat it as a starting point and check the vendor’s own pricing page before you commit.

The plans as listed

Plan	Monthly price	What the comparison lists
Free	$0	150 resolutions a month, no contact data since January 2026
Starter	$79	300 credits, LinkedIn URLs
Pro	$149	600 credits, business emails
Pro+	$199	“Premium resolution”
Top listed tier	$999	Highest-volume standard plan

Two things stand out. First, the contact data you can actually act on, such as an email address, sits behind the higher tiers. Second, the volume is small relative to the price: 300 credits on Starter is not a lot of visitors for a site with real traffic.

How credits turn into a cost per lead

The same comparison says RB2B charges one credit per unique visitor per 30 days. That is a fair model, because a prospect who returns five times in a month costs one credit, not five. It also means your spend tracks the number of distinct people identified, not pageviews.

Divide plan price by credits and you get a rough unit cost. Starter works out to about $0.26 per identification, which the comparison itself quotes. Pro at $149 for 600 credits is about $0.25. Those are cost per identified visitor, not per qualified lead. Most identified visitors are students, competitors, job seekers or existing customers, so your cost per genuinely sales-ready contact is a multiple of the headline unit price.

Key takeaway: price per credit is not price per lead. Work out how many identified visitors fit your ideal customer profile, then divide your monthly spend by that number.

A simple way to estimate it:

1. Export a month of unique visitors from your analytics.
2. Estimate the share that are in the vendor’s coverage area. Person-level matching from RB2B is described as US-only.
3. Apply a realistic match rate. The comparison cites roughly 5 to 20 percent of US traffic for person-level matching; see our note on match rates for how to treat that range.
4. Remove the share that does not fit your ICP.
5. Divide spend by what is left.

What the free tier is good for

Because the free tier reportedly lost names, emails and LinkedIn URLs in January 2026, it now helps mainly to confirm the script installs and to see roughly how many visitors resolve. If you are weighing it against other no-cost routes, read our guide to the free RB2B alternatives before you build a workflow on it.

Hidden costs worth budgeting

• A second tool for follow-up. The comparison says RB2B delivers alerts, for example pushing LinkedIn URLs to Slack, but does not do follow-up outreach, CRM or analytics. You will pay for those elsewhere or do them by hand.
• Compliance review. The comparison describes the consent posture for US persons visiting from the EU as debated. If you serve European visitors, budget time with whoever handles privacy. Our overview of tracking laws is a starting point, not legal advice.
• Time. Alerts that nobody works are wasted credits.

How alternatives are priced

Different vendors charge on different axes, which makes comparison awkward. BusinessMCP’s own pricing page lists a free plan at $0, Starter at $19, Growth at $79, Scale at $199 and Business at $499 a month, priced on unique visitors, seats and AI runs rather than per identified person. The same page says the free plan includes the first three companies visiting your site each month and has no overage option, so it stops at its limit. These are company-level plans, not person-level ones, so the products solve overlapping but different problems.

Pricing model	Example	Strength	Watch out for
Per identified person	RB2B credits	Pay only for resolved visitors	Costs scale with success
Per identified company	Leadfeeder tiers (from $99 a month annual, per the comparison)	Predictable per company	Rises steeply with volume
Flat plan on traffic	BusinessMCP tiers	Easy to forecast	Different feature mix

Neither approach is universally cheaper. A site with few US visitors but many European companies will find person-level credits wasteful. A US-heavy site that wants LinkedIn profiles will find company-level tools incomplete. The fuller side-by-side is in the BusinessMCP RB2B comparison, and our own list of the best visitor identification tools widens the frame.

A worked example with invented round numbers

The numbers below are illustrative, not data from any vendor. Suppose a site gets 4,000 unique visitors a month and 60 percent of them are in the United States, so 2,400 are in scope for person-level matching. If 10 percent resolve, that is 240 identified people, which fits inside Starter’s 300 credits. Say a quarter of them match your ideal customer profile: 60 people. At $79 a month, that is roughly $1.30 per fit contact before any outreach cost. Change one assumption, such as a 5 percent match rate, and the same plan yields 30 fit contacts at about $2.60 each.

The point is the sensitivity. Match rate and ICP share move your cost per lead far more than the difference between a $79 and a $149 plan. Spend your effort on measuring those two inputs, not on shaving the subscription.

Questions to ask any vendor before signing

• Is the quoted price monthly or annual, and what does month-to-month cost?
• What happens when credits run out: overage, throttling or a hard stop?
• Which fields are included at my tier, and which need an upgrade?
• How is a “resolution” or “identification” defined, and is a company-only match billed?
• Can I export the data, or is it locked to the dashboard?
• Where are the visitors I can legally process located, and does the vendor provide a data processing agreement?

Before you pay

Run a two-week pilot with a cap on spend, log how many identified visitors you actually contacted, and note how many replied. If the numbers do not justify the plan, the cheaper move is usually to change what you do with the data, not to buy a bigger tier.