Warmly vs Factors.ai
Both reveal who is on your website, but they sell to different buyers. Warmly leads with person-level reveal and AI outreach agents; Factors.ai leads with company-level ABM ads and attribution. Here is how they compare on identity, ads, pricing, and reviews.
By Rahul Bageria, co-founder · Updated June 2026
Same demand, different buyer
Both reveal website visitors and read intent. They split on whether you want people worked into outreach or accounts worked through ads and attribution.
Company and person-level reveal, a context graph that unifies signals, and AI agents that chat, route, and work the warm visitor into outreach. Priced like a platform.
Company-level reveal, LinkedIn and Google ad orchestration, and multi-touch attribution across the funnel. A far lower entry price for marketing and RevOps teams.
- ✓You need person-level reveal, not just the company
- ✓SDRs and AEs will work the warm visitor into outreach
- ✓You want AI chat, routing, and outbound agents in one
- ✓You run ABM on LinkedIn and Google and need ad ROI
- ✓You want multi-touch attribution across the funnel
- ✓Marketing and RevOps own the tool, and budget is tight
Short on time? We'll tell you which fits your motion.
What each tool actually is
Warmly
An AI-native platform that de-anonymizes website visitors at company and person level, then orchestrates outreach around them. A context graph unifies first, second, and third-party signals, while an Inbound Agent runs AI chat and routing and a TAM Agent scores accounts and coordinates email and ads. Best for SDR and AE teams that want to act on the warm visitor.
Visit WarmlyFactors.ai
An AI ABM and attribution platform that de-anonymizes visiting companies via reverse-IP, then runs ABM on LinkedIn and Google and measures what works. It scores accounts, syncs ad audiences with LinkedIn and Google AdPilot, and runs multi-touch attribution across website, ads, CRM, and G2 intent. Best for marketing and RevOps teams that own ads and reporting.
Visit Factors.aiWarmly vs Factors.ai, side by side
The facts that decide it, verified from each tool's official site in June 2026.
| Dimension | Warmly | Factors.ai |
|---|---|---|
| Best for | SDR and AE teams acting on warm visitors | Marketing and RevOps running ABM |
| Visitor reveal | Company and person level | Company level (about 75% of companies) |
| Marketing attribution | No, not the focus | Yes, multi-touch across the funnel |
| ABM ad orchestration | LinkedIn and email retargeting | LinkedIn and Google AdPilot |
| AI agents and outreach | Inbound and TAM agents, on-site chat | Account scoring, no outreach agents |
| Pricing model | Credit-metered, per agent tier | Per accounts identified, unlimited seats |
| Entry price | Free to 500 visitors, then $10,000/yr | Free to 200 accounts, then $399/mo |
| Free plan | Yes, up to 500 visitors/mo | Yes, up to 200 accounts/mo |
| Compliance | GDPR-compliant | SOC 2 Type II, GDPR, CCPA aligned |
| Native CRMs | HubSpot, Salesforce, Slack | Salesforce, HubSpot, Slack |
Both are priced in USD. Numbers verified June 2026, confirm the current plan on Warmly and Factors.ai before you buy.
What each one can and cannot do
A capability check, scored the same way for both tools.
| Capability | Warmly | Factors.ai |
|---|---|---|
| Company-level reveal | ✓ | ✓ |
| Person-level reveal | ✓ | ✕ |
| Intent and account scoring | ✓ | ✓ predictive on Growth |
| On-site AI chat and routing | ✓ | ✕ |
| AI outbound agents | ✓ | ✕ |
| LinkedIn ad orchestration | ✓ retargeting | ✓ AdPilot |
| Google ad orchestration | ✕ | ✓ AdPilot |
| Multi-touch attribution | ✕ | ✓ Growth plan |
| Email automation and warmup | ✓ with warmup | ✕ |
| Free tier | ✓ to 500 visitors | ✓ to 200 accounts |
| G2 intent data | Limited | ✓ |
| Native CRM and Slack sync | ✓ HubSpot, SF, Slack | ✓ SF, HubSpot, Slack |
"Limited" means available but not a core strength. Warmly is built for person-level reveal and outreach, while Factors.ai is built for company-level ABM ads and attribution, so each leaves out what the other leads with.
What real users say
Public review scores and the themes that come up most, checked June 2026. Counts drift, so the live links are the source of truth.
Warmly
Praised for: real-time lead-gen insight that catches visitors you would otherwise miss, strong person-level data, and easy setup with clean HubSpot, Salesforce, and Slack integrations.
Watch-outs: data accuracy that is inconsistent on smaller companies and anonymous traffic, occasional filter and integration bugs, and a steep price cliff that prices out SMBs.
Factors.ai
Praised for: ease of use and fast time-to-value, actionable account intelligence with strong intent data, and responsive support with deep analytics.
Watch-outs: company-level only with no person-level detail, a steep learning curve and technical UI, and add-on sticker shock where AdPilot and Interest Groups each cost about as much as the base plan.
Read the scores in context. We show only G2 here because it is the one platform with a credible base for each tool. Their Capterra and Trustpilot samples are too small to be representative, so a single number from them would mislead more than it informs. Weigh the themes alongside the score.
Where each one actually wins
Six things separate these tools in practice. Here is the honest call on each.
Person-level identity
Edge: WarmlyThis is the cleanest dividing line between the two. Warmly reveals visitors at both company and person level, so you get a name and a contact to act on. Factors.ai is company-level only, identifying the visiting account via reverse-IP with no person-level detail. If your motion needs the individual, not just the logo, Warmly is the one that surfaces it.
AI agents and outbound orchestration
Edge: WarmlyWarmly's Inbound Agent runs on-site AI chat, smart popups, and routing, while its TAM Agent maps the buying committee and coordinates email and ads, with warmup and Slack alerts built in. Factors.ai scores accounts and feeds ads, but it does not run outreach agents. For working the warm visitor straight into a sequence, Warmly has the deeper layer.
LinkedIn and Google ABM ads
Edge: Factors.aiFactors.ai runs LinkedIn AdPilot and Google AdPilot to sync ABM audiences and measure ad ROI, which is core to the product. Warmly runs LinkedIn and email retargeting against revealed visitors, but does not match the Google side or the ad-spend reporting. For target-account ads across both networks, Factors is built for it.
Marketing attribution
Edge: Factors.aiFactors.ai runs multi-touch attribution across website, ads, CRM, and G2 intent, with predictive scoring on its Growth plan. Warmly is built around reveal and outreach, not attribution reporting. If you need to see which channels and campaigns drive pipeline, Factors is the tool designed for that question.
Pricing and entry cost
Edge: Factors.aiBoth have a free tier, but the paid step is very different. Factors.ai moves to $399 a month on Basic and $999 on Growth, with unlimited seats. Warmly jumps from the free tier to $10,000 a year for de-anonymization, with agent tiers from $15,000 to $30,000. For a team starting paid, Factors is the far lower bar, though add-ons lift both.
Data accuracy
Edge: splitNeither identifies everyone, and both thin out on smaller companies and anonymous traffic. Factors reports matching about 75% of visiting companies. Warmly is praised for strong person-level data but criticized for inconsistency on smaller firms. Match rates depend on your traffic mix, so treat either reveal as a strong signal, not a complete picture.
Reveal is not the same as pipeline
We run both inside live campaigns. Tell us your motion and we'll call it.
What each one costs in 2026
Verified from each official pricing page in June 2026. Read the metering, not just the headline number.
Warmly
USD / annual, credit-metered- Free
up to 500 de-anonymized visitors a month$0 - AI Web-Deanonymization
10,000 credits a month, company and person reveal$10,000/yr - AI agent tiers
TAM Agent, Inbound Chat, Inbound Autopilot$15,000 to $30,000/yr
Credit-metered, so traffic burns the monthly allotment. GTM Signals and Warm Experiences add-ons are $10,000 a year each. Full stacks are reported at $45,000 to $100,000 a year.
Factors.ai
USD / annual, per accounts- Free
up to 200 accounts a month, unlimited seats$0 - Basic
3,000 accounts a month, 5 seats$399/mo - Growth
8,000 accounts, predictive scoring, attribution$999/mo
Enterprise is custom. Overages run $100 per extra 500 accounts and $25 a month per extra seat. Add-ons priced separately: LinkedIn AdPilot $1,000 a month and Interest Groups $750 a month.
True cost at scale. Both published tiers are a floor. Warmly is credit-metered, so high traffic burns the monthly allotment fast, and the jump from a 500-visitor free tier to a $10,000 a year entry plan is a hard cliff. On Factors.ai, real ABM needs the LinkedIn add-on, so Basic plus AdPilot is $1,399 a month and with both add-ons $2,149, while Growth with both runs about $2,749, before account overages bite on traffic spikes.
What neither tool does well
Both reveal demand, so they share the same blind spots. Worth knowing before you expect either to carry your whole motion.
Both surface intent and can trigger outreach or ads, but neither books the call for you. Turning a reveal into a meeting still needs a person working it.
Match rates thin out on smaller companies and anonymous traffic. Neither identifies every visitor, so the reveal is a strong signal, not a full picture.
Neither replaces a CRM or a full sequencing stack. They sit as a signal layer on top of the tools that actually move the deal.
Want the right accounts found and timed on real signals, then worked into booked meetings? That is the signal-based outbound we run. Building the email side too? See our best cold email tools for 2026.
Our take, after running both
This is really people-versus-accounts, and who owns the tool. Here is how we'd call it in three situations.
Person-level reveal plus AI chat and outbound agents turn a warm visitor into a worked lead, if you can carry the platform price.
Company reveal, LinkedIn and Google ad orchestration, and attribution at a far lower entry fit marketing and RevOps teams.
Both tell you who showed interest. Neither books the meeting or picks the right accounts. The targeting and the follow-through are still on you, or on us.
Not sure which fits? We run signal-based outbound for early-stage teams and will tell you straight.
Book a Fit Check
Co-founder of Real Good GTM. He has been the first business hire and Chief of Staff across seed and pre-seed B2B startups like Palm.ai and Cef.ai, building sales engines from nothing, with a strategy foundation from AWS and Accenture. This comparison comes from running these tools on live campaigns, not from a spec sheet.
Connect on LinkedInQuestions buyers ask
Is Warmly or Factors.ai better for website de-anonymization?
Does Warmly show person-level visitor data?
Which is cheaper, Warmly or Factors.ai?
Which is better for marketing attribution?
Which is better for LinkedIn and Google ABM ads?
How accurate is the visitor data from Warmly and Factors.ai?
Can Warmly or Factors.ai replace an SDR or a CRM?
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Not sure which fits your motion?
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