To find a competitor’s pricing, start with its pricing page and the archived copies of that page in the Wayback Machine, then fill the gaps with what prospects tell your sales team, your win-loss notes, cloud marketplace listings and public price lists. For a B2B SaaS company that shows “Contact sales”, the real price comes from deals: quotes your prospects share, and the numbers in deals you lost.
This guide covers nine methods, what each one tells you, and how to keep the numbers current. It is written for B2B SaaS. If you sell physical products online, a retail price tracker such as Prisync fits that job better, because it reads product prices across stores every day.
Start with the question you need to answer
Pricing research goes faster when you know which number you need. Most teams need one of these four:
- The list price of each plan, to compare packages on a sales call.
- The price a buyer pays after discounts, to set your own discount rules.
- The price history, to see whether a competitor raises, cuts or repackages, and how often.
- The pricing model: per seat, per usage unit, per feature tier or a flat fee.
The pricing page answers the first. Deals answer the second. Archived copies answer the third. All of them together answer the fourth.
9 ways to find competitor pricing
1. Read the pricing page, all of it
Read the plan table, the FAQ, the footnotes and the comparison table under the plans. Footnotes hold the limits that change the real price: seat minimums, usage caps, add-ons and annual-only billing. Write down the date you read it. A price without a date goes stale and nobody knows when.
2. Read the archived copies of the pricing page
The Wayback Machine keeps copies of most SaaS pricing pages. Enter the pricing page URL and pick a date. Compare the copy from 6, 12 and 24 months ago with the page today. You see each price change, each new plan and each plan that went away.
Our free SaaS pricing history tool does this for you. Enter one company’s website. It finds the pricing page, reads it today and in the archived copies closest to 6, 12, 24 and 36 months ago, lists the plans and prices on each copy, and writes what changed between each date. Each row links to the archived copy, so you can check it. You need no account.
3. Read the help center, docs and changelog
Help articles and changelogs often state a limit or a price change that the pricing page does not explain. Search the help center for “plan”, “billing”, “seats” and “limit”. A changelog entry with the word “pricing” or “plan” often marks a repackage.
4. Ask your sales team for the quotes prospects share
Prospects often tell your reps what a competitor quoted them. Make it easy to record: one field in the CRM or one Slack channel, with the competitor, the plan, the quoted price, the seat count and the date. Ten real quotes tell you more about the discount range than any list price.
5. Read your win-loss notes
In a win-loss interview, ask a buyer who chose the competitor what they paid and what the first offer was. The gap is the competitor’s discount. Our guide on how to run win-loss interviews has the questions to ask.
6. Check cloud marketplaces
Some SaaS vendors sell through AWS Marketplace, Azure Marketplace or Google Cloud Marketplace. A listing can show a public contract price per unit and per term. Other listings show only a private offer. Search the marketplace for the competitor’s name and read the pricing tab.
7. Check public price lists
A competitor that sells to the US government may publish its rates on a GSA schedule. GSA Advantage lets you search those price lists by vendor name. The rates are government rates, so treat them as a reference point.
8. Read public filings
A public competitor reports revenue and often customer counts in its SEC filings (EDGAR full-text search). Revenue divided by customers gives a rough average contract value. It is an average across all plans, so use it as a range check.
9. Watch job posts and launch notes
A job post for a “pricing manager” or “monetization” role often comes before a pricing change. A launch of a new plan or an AI add-on usually changes the pricing page soon after. Our free launch tracker lists what a competitor shipped in the last 90 days, and the hiring tracker shows its open roles by team.
A real example: a plan rename
We record the prices of the tools in our competitor monitoring tools guide on each check. On September 17, 2026, Semrush listed its SEO plans as Pro at $139, Guru at $249 and Business at $499 a month. On November 7, 2026, the plans were SEO, Starter, Pro+ and Advanced, plus a free plan, and Advanced showed “Custom” in place of a price (semrush.com, read on both dates).
A team that compared prices once in September would quote plan names that no longer exist. A team that read the page on a schedule saw the change in the next check. That is the case for monitoring a pricing page, and not only reading it once.
When the competitor says “Contact sales”
Many B2B SaaS vendors publish no price. Klue, Crayon, Kompyte and Contify all showed no public price on their pricing pages when we checked them on November 7, 2026. For these vendors:
- Collect the quotes from methods 4 and 5. Record the seat count and the term with each one, because enterprise quotes scale with both.
- Read the pricing page anyway. It still shows the plan names, the features in each plan and the usage limits.
- Read the archived copies. A vendor that showed prices in the past and hides them now tells you something about its move up-market.
- Do not quote a third-party estimate to a prospect as fact. Say where a number comes from and how old it is.
How to keep competitor pricing current
A pricing table in a spreadsheet goes out of date the week after you build it. Three ways to keep it current:
- Check by hand on a schedule. Read each competitor’s pricing page once a month and write the date next to each price. It costs time for each competitor.
- Use a page-change alert. A tool such as Visualping emails you when the pricing page changes. You still read each change and decide what it means.
- Use a competitor monitoring tool. Debriefing reads the pricing page of each competitor you pick, plus its changelog, careers page, homepage, integrations page, job boards, release notes, news and app store listings. It records each change as a signal with its source, and sends a written brief with a TLDR and recommended actions. Starter is $80 a month for 3 competitors you pick, Growth is $160 for 5 and Portfolio is $320 for 8. Every plan starts with a 3-day free trial with a card and has a 14-day money-back guarantee (pricing, checked November 12, 2026).
To turn the prices you collect into a pricing decision, read our competitive pricing analysis guide. For the term itself, see pricing intelligence.
FAQs
How can I find out what my competitors charge?
Read their pricing page and its archived copies in the Wayback Machine first. Then add the quotes that prospects share with your sales team and the prices buyers tell you in win-loss interviews. For a vendor with no public price, those deal numbers are the only reliable source.
Is it legal to research competitor pricing?
Reading public pages, archived copies, marketplace listings, public price lists and filings is standard practice. Asking a prospect what they were quoted is too, if they choose to tell you. Do not pose as a buyer under a false name, and do not ask anyone to break a confidentiality agreement.
How do I see a competitor’s old prices?
Use the Wayback Machine. Enter the pricing page URL and open copies from different dates. The free SaaS pricing history tool does it in one step and lists the changes between 6, 12, 24 and 36 months ago.
What is the best competitor pricing tool for SaaS?
For a one-off look at how a SaaS company’s prices changed, the free pricing history tool. For alerts when a pricing page changes, a page-change tool such as Visualping. For pricing changes with the context around them (launches, hiring, positioning), a competitor monitoring tool such as Debriefing, from $80 a month. Retail price trackers fit online stores better than SaaS.
How often should I check competitor pricing?
Monthly is enough for most B2B SaaS markets. Check weekly in the quarter before your own price change, and after a competitor raises money or launches a new plan.