Key takeaways
- Peec AI is the only one of the four with a purpose-built agency tier (Essential $245/mo, Growth $495/mo, Scale $795/mo) that includes free "pitch projects" for prospecting, consolidated billing, and white-label client dashboards out of the box.
- Otterly.AI is the cheapest way to start monitoring ($29/mo Lite), but it has no native white-label option at all, confirmed directly in Otterly's own help docs, which matters a lot if you're reselling reports under your agency's brand.
- Profound's public pricing page now shows only a free Trial and a custom-quote Enterprise tier; third-party sources still reference $99/$399 self-serve plans, so verify current pricing with a rep before you build a client proposal around a number.
- Semrush's AI Visibility Toolkit is $99/month per domain with 25 tracked prompts, and it bolts cleanly onto accounts that already pay for Semrush, but white-label reporting is a separate paid add-on rather than something included.
- None of these four tools do much about fixing the visibility gaps they find. If your clients expect action, not just a dashboard, that's a real gap worth knowing about before you sign a retainer around one of them.
Why agencies need a different lens than a solo marketer
If you're buying one of these tools for your own brand, the main question is price per prompt. If you're buying it to run a service line for a dozen clients, the questions multiply: can you white-label the output, does the pricing scale by client or by credit pool, can you pitch a prospect before they sign a contract, and will the data hold up when a client's CMO asks why last month's numbers don't match this month's.
I went through the current pricing pages for Otterly.AI, Peec AI, Profound, and Semrush's AI Visibility Toolkit specifically through that agency lens. A few things surprised me, including at least one claim in older comparison posts that's now flat-out wrong.
Quick comparison table
| Tool | Entry agency price | White-label included? | Engines on entry tier | Agency-specific features |
|---|---|---|---|---|
| Otterly.AI | $29/mo (not agency-scoped) | No, confirmed by Otterly's own docs | ChatGPT, AI Overviews, Perplexity, Copilot (core 4) | Partner program, no native white-label |
| Peec AI | $245/mo (Essential, agency tier) | Yes, shareable client dashboards + cloned Looker Studio reports | Choose 3 of up to 13 engines | Pitch projects, consolidated billing, crawlability audit |
| Profound | Free trial / custom Enterprise | Gated to Agency plan (per third-party pricing data) | Up to 9 engines on Enterprise | Agent credits per client workspace, $99 + $399/client per Trakkr |
| Semrush AI Visibility Toolkit | $99/mo per domain | Paid add-on, or bundled in separate Enterprise AIO tier | ChatGPT, AI Overviews, AI Mode, Perplexity, Gemini | Unlimited client runs for Visibility Overview |
Otterly.AI: the cheap entry point that can't carry your brand
Otterly's live pricing page lists Lite at $29/month for 15 prompts, Standard at $189/month for 100 prompts, and Premium at $489/month for 400 prompts, with annual billing knocking off roughly 15%. Otterly explicitly markets Premium as built for "mid-sized companies and agencies," and all tiers include unlimited team seats and coverage across 50+ countries, which is genuinely useful if you serve international clients.
Here's the part that got buried in older roundups: Otterly has no native white-label option. Its own help documentation says it outright: the interface, branding, and URLs can't be customized. If your service model is "we show the client our dashboard with our logo on it," that's fine. If it's "the client never knows which vendor we're running underneath," Otterly isn't built for that, full stop.
Core engine coverage on paid tiers is ChatGPT, Google AI Overviews, Perplexity, and Microsoft Copilot. Claude, Google AI Mode, and Gemini are paid add-ons, at roughly $9/month each. That's worth knowing because Microsoft Copilot is the most volatile engine in the market right now, swinging between fewer than 2 and nearly 17 sources per response within a matter of weeks, so if Copilot is the only engine a client cares about, treat month-to-month changes with suspicion rather than alarm.
Peec AI: the agency-first option, if the pricing holds still long enough
Peec AI has a dedicated agency pricing page separate from its brand pricing, and it's the most agency-native of the four. Essential starts at $245/month for 10,000 credits (roughly 111 prompts tracked daily) across up to 3 client projects. Growth is $495/month for 25,000 credits and 3 to 10 clients. Scale is $795/month for 65,000 credits and 11 to 25+ clients. A credit equals one prompt times one model times one day, and the credit pool is shared across every client project with no expiry, which makes budgeting across a roster a lot less fiddly than per-client seat licensing.
The feature that actually matters for new-business work is "pitch projects," free limited-duration audits you can run on a prospect before they've signed anything, then convert into a billed client project once the deal closes. I haven't seen another tool in this space publish that as a named feature on its pricing page. Beyond that, Peec ships shareable view-only client dashboards, cloned Looker Studio reports per client, a crawlability audit showing which of 40-plus AI bots are blocked in robots.txt, and an agent/MCP layer for automated reporting.
One honest caveat: Peec's brand-tier pricing has changed multiple times in 2026, and different third-party reviews quote different numbers in euros and dollars for the same tiers. The official page I checked shows Starter at EUR85, Pro at EUR205, and Advanced at EUR425 per month for brand accounts, separate from the agency tiers above. Confirm the live number before you quote a client, because this page is rendered dynamically and has genuinely moved.
Profound: the enterprise tool whose self-serve pricing may or may not exist anymore
Profound's own live pricing page currently shows exactly two options: a free 7-day trial (50 prompts a day, limited to ChatGPT, Gemini, and Google AI Overviews) and a custom Enterprise tier with no published number, unlocking up to 9 answer engines including DeepSeek, Claude, Copilot, and Exa Search, plus SSO, SOC 2, and API access.
The $99 Starter and $399 Growth tiers that most 2025-era comparison posts still cite appear to have been pulled from Profound's public page, at least for now, even though G2 and third-party trackers were still listing those figures as recently as September 2026. That inconsistency means one of two things: regional A/B testing, or a quiet move upmarket. Either way, don't put a specific self-serve number in a client-facing proposal without confirming it with a Profound rep first.
For agencies specifically, one third-party source reports a structure of $99/month plus $399/month per client workspace on an Agency Growth plan, with credits (400 per workspace per month) governing how much Profound's AI agents can actually do, separate from raw monitoring. If Profound is on your shortlist, budget the conversation, not the number.
Semrush AI Visibility Toolkit: the bolt-on that works if you're already paying for Semrush
Semrush's AI Visibility Toolkit is the most transparently priced of the four: $99/month per domain, billed annually, covering 25 custom tracked prompts with daily AI rankings, no free trial. A separate "Traffic & Market" tier starts at $289/month for competitor AI-traffic benchmarking, which is a distinct purchase from the core visibility module.
The pitch for agencies is straightforward: if your clients are already inside Semrush for rank tracking and backlinks, adding AI visibility data next to keyword data in the same login removes a tool from your stack. The catch is coverage. One competitor's review (take the bias in stride, but it's directionally consistent with Semrush's own documentation) notes the AI module covers only ChatGPT and Google AI Mode on the core add-on, caps regions at six, and doesn't include MCP or API access at that tier. White-label branded reports require a paid add-on; full white-labeling and multi-market client projects live in Semrush's separate Enterprise AIO product, not the standalone Toolkit.
A fifth option worth a mention: SE Ranking's agency pack
If none of the four above fit your client roster, SE Ranking offers an Agency Pack add-on from around $69/month (annual) that bundles white-label platform access, unlimited scheduled AI-summary reports, a lead-generator tool, and 30 client seats. It's not in the same league as Peec on depth, but for agencies whose main constraint is per-seat cost rather than AI-engine breadth, it's a reasonable budget alternative.
What none of these four tools solve
Here's the thing that's easy to miss when you're comparing dashboards side by side: monitoring and fixing are different jobs. Every tool above will tell you a client is missing from ChatGPT's answer for a given prompt. None of them, on their own, writes the content, publishes it to the client's CMS, and re-checks whether the fix worked.
That gap matters more than it used to. Promptwatch's data on ChatGPT's citation share by domain rank shows mid-authority sites (DR 46-75) earned about 46% of ChatGPT citations in August 2026, which is genuinely good news for smaller clients, but only if someone actually acts on the gap report instead of just printing it. Promptwatch's own content agents plan, write, and publish GEO-optimized pages directly to a client's Webflow, Framer, or WordPress site, turning a visibility gap into a published fix on a schedule, rather than a to-do item buried in a monthly PDF.
It's also worth watching the data these tools report on. Reddit's share of ChatGPT citations collapsed from roughly 3.8% to under 1% almost overnight on August 14, 2026, per Promptwatch's citation tracking. If a client's visibility score dropped that week, the honest answer in the report should be "the engine changed how it sources answers," not "your content got worse." A reporting tool that only shows the number without the context around it will make you look like you don't know what you're talking about in the next client call.
How to choose
If your agency is smaller than 10 clients and you need to prove ROI fast on a tight budget, Peec AI's Essential tier at $245/month is the most agency-shaped option here, and the free pitch projects alone can pay for the subscription in new business. If you're reselling to brands that will never see your dashboard directly, Otterly's lack of white-labeling rules it out regardless of price. If your clients are enterprise accounts with nine-engine coverage requirements and budget to match, get Profound on a call and get the real number in writing before you promise anything to your client. If you're already deep in a Semrush contract and your clients mainly care about ChatGPT and AI Mode, the $99/month Toolkit add-on is the path of least resistance, just budget separately for white-label if that's a deal requirement.
For a broader view of where these four sit against the 100-plus other platforms chasing this category, the GEO software directory at bestgeosoftware.com is a reasonable place to keep tabs on new entrants before you lock in a retainer.
Frequently asked questions
Does any of these four tools offer true white-label reporting out of the box? Only Peec AI, through shareable client dashboards and cloned Looker Studio reports on its agency tiers. Semrush requires a paid add-on or its separate Enterprise AIO product. Profound gates white-labeling to its Agency plan. Otterly doesn't offer it at all, per its own documentation.
Is Profound's $99 Starter plan still available? As of this writing, Profound's public pricing page shows only a free trial and custom Enterprise, with the earlier $99/$399 tiers absent from the live page even though some third-party trackers still reference them. Confirm directly with Profound before quoting a client.
Which tool tracks the most AI engines? Profound's Enterprise tier covers up to 9 engines, the widest on this list. Peec AI's Enterprise tier covers up to 13 models. Both require a custom quote to unlock full coverage; entry tiers on every tool cap you at 3-4 engines.
What's the cheapest way to start monitoring AI visibility for a client? Otterly's Lite plan at $29/month is the lowest published entry point among the four, though it tracks only 15 prompts and lacks white-labeling, so treat it as a pilot tool rather than a scalable agency offering.