Otterly if price, multi-country reach or agency workspace management decide it: it publishes a full pricing ladder from $29/month, covers 50+ countries even on its cheapest plan, and runs a named agency program. Scrunch if the job includes fixing what AI crawlers see on your own pages, not just measuring it: site audits, an Agent Experience Platform and basic content generation are built in from its $250/month Core plan, at a price Otterly doesn’t have an equivalent tier for.
Both track the identical four engines on their entry plans. Coverage past that is priced two different ways: Otterly sells extra engines à la carte with a listed price per tier; Scrunch folds full coverage into an Enterprise plan with no published number at all.
How this was checked. Prices, plan names, prompt counts and engine lists come from each vendor’s own pricing page, read on September 7, 2026 and linked in each section. This is a documentation-based comparison, not a controlled test: the companion post on HomeCalc.ca’s own Scrunch data reports what one Scrunch account actually showed for one site; it doesn’t compare that against a parallel Otterly account, so nothing here ranks the two on data accuracy.
Disclosure. I hold a paid Scrunch account for HomeCalc.ca and no commercial relationship with either company: no affiliate commission, no payment, no free access given in exchange for this post. I sell an AI visibility audit, which competes for some of the same budget as monitoring-only tools; the comparison sticks to what each vendor’s own page states.
Scrunch and Otterly both get pitched as “AI visibility tracking,” and on the entry plan they genuinely overlap: same four engines, a prompt-based pricing model, competitor benchmarking. Past the entry plan they diverge. Otterly stays a measurement tool end to end and publishes a full price ladder for it. Scrunch adds a second job, fixing what it measures (site audits, an Agent Experience Platform, content generation), and prices that combination higher with no entry tier below $250/month.
I don’t have affiliate relationships with either tool. This comparison is based on their own published pricing pages and, for Scrunch, direct use on a real account.
01: Quick comparison: Scrunch vs Otterly
02: Scrunch: what it is and what it measures
What it tracks: Scrunch monitors brand mentions, citations, sentiment and competitive position across ChatGPT, Perplexity, Google AI Overviews and Microsoft Copilot on its Core plan, expanding to Claude, Gemini, Meta AI, Google AI Mode and Grok (nine engines total) on Enterprise. It separates “mention” (the AI names your brand) from “citation” (your URL is used as a source) as two different tracked metrics, which is the distinction the HomeCalc.ca companion post is built around.
Standout feature: Site Maps, a per-page audit that scores every tracked page 0-100 on AI accessibility and shows which pages an AI agent actually crawls, paired with AXP (Agent Experience Platform), which serves an optimized version of a page to AI agents rather than only reporting a score. Neither Otterly nor the three tools in the companion Peec/Profound/AirOps comparison publish an equivalent on-page fix layer.
What it doesn’t include at Core: API access, MCP access, expanded model coverage, SSO beyond Google, and more than one brand workspace are all Enterprise-only, and Enterprise carries no published price. A prospective buyer who needs any one of those has to start a sales conversation to learn the number.
Pricing: Core is $250/month: 125 prompt variants, 5 site audits/month, 1 brand workspace, 5 user licenses, a 25-page site map limit, and a 7-day free trial. Enterprise is unpriced (“talk to us”). Scrunch pricing, read 2026-09-07.
Best for: Teams whose AI visibility problem includes a real technical component, thin structured data, pages AI agents can't parse well, and who want that measured and partly fixed inside one tool rather than handed off to a developer as a separate step.
Verdict: Scrunch is the stronger choice when the job is bigger than tracking. It is priced for that job; there is no cheap way to try only the tracking half.
03: Otterly.AI: what it is and what it measures
What it tracks: Otterly runs a scheduled prompt set (daily tracking frequency on every tier) across ChatGPT, Google AI Overviews, Perplexity and Microsoft Copilot, with Claude, Google AI Mode and Gemini available as priced add-ons on any plan. It reports a Brand Visibility Index, domain ranking, link-citation analysis, and recommendations, plus, from Standard up, Agent Analytics for AI-referred traffic to your own site and a Looker Studio connector for custom reporting.
Standout feature: the published, per-tier add-on pricing for extra engines. Wanting Claude tracking on the $29 Lite plan costs a stated $29/month more; wanting it on Premium costs $439/month more. Whatever the final number, it comes from Otterly’s own page, not a sales call.
What it doesn’t track: on-page fixes. GEO URL Audits are included at meaningful volume (1,000/month even on Lite, up to 10,000 on Premium), but Otterly’s own page frames these as diagnostic output, not an applied optimization the way Scrunch’s AXP is positioned.
Pricing: Lite $29/month (15 prompts), Standard $189/month (100 prompts, “Most Popular”), Premium $489/month (400 prompts), Enterprise from $1,000/month. Annual billing takes 15% off any tier. Extra prompts can be added at $99/month per 100 on Standard and Premium. Otterly pricing, read 2026-09-07.
Best for: Solo marketers and small teams who want to start cheap and scale by adding prompts and engines individually; agencies running AI visibility as a service across many client workspaces; brands in multiple countries from day one.
Verdict: Otterly is the more transparent and more affordable option at every tier it publishes, including its Enterprise starting price. It stays a measurement tool throughout: excellent at telling you where you stand, silent on how to fix a page it flags.
04: Head to head
Scrunch vs Otterly: which is cheaper?
Otterly, without qualification, at the entry tier: $29/month against Scrunch’s $250/month minimum. At matched prompt volume the gap narrows a lot: Otterly Standard is $1.89 per prompt (100 prompts for $189), Scrunch Core is $2.00 per prompt (125 for $250). Neither publishes an Enterprise number you can compare directly, though Otterly at least states a floor: “starting from $1,000/month.” Scrunch states none.
Scrunch vs Otterly: tracking or fixing?
This is the real fork. If the deliverable you want is a dashboard, both work, and Otterly gets you one for less money. If the deliverable includes changing what an AI agent actually receives when it crawls your page, Scrunch’s Site Maps and AXP are built for that specifically; Otterly’s GEO URL Audits measure the same territory but hand the fix back to you.
Scrunch vs Otterly: which is better for agencies?
Otterly, on published features: unlimited workspaces from Standard ($189/month), a named Agency Partner tier with pitch workspaces and white-labeled Looker Studio reports, and consolidated billing across clients. Scrunch’s Core plan includes exactly one brand workspace; running multiple clients means either separate Core subscriptions or a custom Enterprise deal, and Scrunch’s page doesn’t describe an agency-specific structure the way Otterly’s does.
05: How these compare to the other tools already reviewed here
Neither Scrunch nor Otterly is the only option; see the Peec vs Profound vs AirOps comparison for three more, and the full list of AI visibility tools this site tracks. On the specific axis this post is built around, Scrunch’s AXP sits closest to Profound’s Agents (both act on findings rather than only reporting them), while Otterly’s published per-engine add-on pricing has more in common with Peec’s transparent, self-serve ladder than with Profound’s tier-gated one.
06: Frequently asked questions
Is Scrunch or Otterly cheaper?
Otterly, at every published tier. Otterly's Lite plan is $29/month for 15 prompts, with no Scrunch equivalent below its $250/month Core plan. At comparable prompt volume the gap narrows: Otterly's Standard plan is $189/month for 100 prompts ($1.89/prompt) against Scrunch Core's $250/month for 125 prompts ($2.00/prompt), close enough that prompt cost alone shouldn't decide it. Figures read from both vendors' pricing pages on September 7, 2026.
Do Scrunch and Otterly track the same AI engines?
Their entry plans track the identical four: ChatGPT, Perplexity, Google AI Overviews and Microsoft Copilot. Past that, the paths differ. Otterly sells Claude, Gemini and Google AI Mode as priced add-ons on any tier (for example, Claude is $29/month extra on Lite, $109 on Standard, $439 on Premium), so you can see exactly what full coverage costs before buying. Scrunch bundles its full nine-engine list (adding Claude, Gemini, Meta AI, Google AI Mode and Grok) into Enterprise only, and Enterprise carries no published price at all.
Which tool is better for an agency with multiple clients?
Otterly, on what's published. Its Standard and Premium tiers include unlimited workspaces, and it runs an explicit Agency Partner program (per-client workspace management, pitch workspaces for prospects before they sign, white-labeled reporting via Looker Studio, consolidated billing). Scrunch's Core plan includes one brand workspace; multiple workspaces require the custom-priced Enterprise tier, and Scrunch's pricing page doesn't describe an agency-specific program the way Otterly's does.
Does either tool actually fix AI visibility problems, or just track them?
Scrunch goes further on the built-in-fix side: Site Maps scores every tracked page 0-100 on its own AI-accessibility audit, AXP (its Agent Experience Platform) serves an optimized version of pages to AI agents, and a basic content-generation feature is included from Core. Otterly is closer to Peec in this comparison series: strong on measurement (citations, share of voice, sentiment, domain ranking), with GEO URL Audits included but positioned as a diagnostic, not an on-page fix. Neither replaces a written, prioritized action plan built for your own site.
Is paying for AI bot traffic tracking worth it, when Microsoft Clarity does this for free?
Not for that feature alone. Microsoft Clarity launched an AI Bot Activity dashboard in January 2026 (reading real server logs from a connected CDN, not client-side JS) and added a robots.txt-violations layer in June 2026, both at Clarity's standard price of $0. That covers the same ground as the "AI agent/bot traffic tracking" checkbox on Scrunch's Core plan and Otterly's Agent Analytics feature: which AI crawlers are hitting your site and whether they're following robots.txt. What Clarity does not do is score individual pages for AI-readability or serve an optimized version of a page to an agent; that's Scrunch's Site Maps and AXP specifically, and Otterly's GEO URL Audits cover the diagnostic half without the serving part either. If bot-traffic visibility is the only thing you need, start with the free tool.
Do I need a tool or a consultant for AI visibility?
Most businesses need both, in sequence, and this comparison doesn't change that answer from the Peec/Profound/AirOps one: an audit first to establish baseline and a prioritized fix list, then a tracking tool (Scrunch, Otterly, or another) to measure progress once changes are live. Buying a tracking tool before an audit gives you a dashboard with no context for which number to act on first.
Whichever tool you track with, it needs a baseline and a prioritized fix list to point at first. An AI visibility audit does that once, in writing, across six platforms, before you start paying monthly for a dashboard.