Best Website Visitor Identification Tools in 2026 (Warmly vs RB2B vs Leadfeeder)

Roughly 97% of B2B website visitors never fill out a form (6sense Research). Visitor identification tools tell you who they were: Warmly is the best full-stack option (now HubSpot-owned, from $10,000/yr), RB2B is the cheapest true person-level ID (free tier, paid from $79/mo), and Leadfeeder remains the GDPR-friendly company-level pick (from 99 euros/mo). The category also just consolidated hard, so buy carefully. Here is the 2026 landscape.

Why does visitor identification matter now?

Because the buying journey went dark. Buyers self-serve research, arrive with a shortlist, and only convert when they are nearly done, the dynamic we covered in demand gen vs lead gen. Your website traffic is the most honest intent signal you own; identification tools turn a slice of that anonymous traffic into accounts and, increasingly, individual people your team can act on.

How do the main tools compare?

Warmly: the full-stack play (now part of HubSpot)

HubSpot announced its acquisition of Warmly on June 30, 2026; contracts, pricing, and integrations stay unchanged for existing customers while the tech gets wired into HubSpot's platform. We covered the deal in what the acquisition means and what Warmly users should do now. Product-wise, Warmly de-anonymizes at the person level, layers Bombora intent, and orchestrates the response: Slack alerts, chat, lead routing, automated follow-up. Plans start at $10,000/yr for de-anonymization and scale to $30,000/yr for the full AI inbound autopilot. A free plan revealing about 500 visitors a month has historically existed, but it no longer appears on the pricing page, so treat the entry price as five figures. If you run HubSpot, this is now the strategically safe bet.

RB2B: person-level ID for startup budgets

RB2B pushes the actual person (name, title, LinkedIn profile) to Slack when they hit your site. The free plan went company-level-only in January 2026; paid plans run $79/mo (person-level, no emails), $149/mo (adds business emails and CRM integrations), and $199+/mo for the premium resolution that extends beyond US traffic. Contact-level resolution is US-centric, which is the main limitation to price in. For a US-focused startup, this is the fastest cheap signal you can add; our RB2B listing has the current offer.

Leadfeeder: the company-level workhorse

Leadfeeder (part of Dealfront) identifies companies, not people, from IP matching, with the strongest European coverage and a GDPR-native posture. A free Lite plan shows 100 companies with 7-day retention; paid starts at 99 euros a month billed annually and scales with identified-company volume. No person-level reveal means it feeds account-based plays, not direct outreach.

What happened to Koala?

Gone. Koala was acquired by Cursor (Anysphere) in July 2025 and shut down that September, taking a well-liked free tier with it. Its users scattered to RB2B, Warmly, and Unify. The lesson for buyers: this category is consolidating fast (Koala to Cursor, Warmly to HubSpot, Clearbit to HubSpot before that), so favor tools with either a big owner or a price you can walk away from.

Identification is step one; turning signals into meetings is the actual work. That is what we wire up in revenue intelligence builds and the ABM brief engine, and the full signal stack sits in our 2026 demand gen tool stack.

Frequently asked questions

What is website visitor identification software?

Tools that match anonymous website traffic to companies or individual people using IP data, identity graphs, and cookies, then push those visitors to Slack, your CRM, or outreach tools as intent signals.

What percentage of B2B website visitors are anonymous?

About 97% never fill out a form, per 6sense Research. Identification tools typically resolve 15-70% of traffic depending on the tool, plan, and geography.

Is person-level visitor identification legal?

In the US it is common practice using consented identity-graph data. In the EU, person-level reveal conflicts with GDPR, which is why European teams generally run company-level tools like Leadfeeder.

What is the best free visitor identification tool?

RB2B's free plan (company-level, 150 credits/mo) and Leadfeeder Lite (100 companies, 7-day retention) are the two real free options left now that Koala is gone and Warmly's free tier has disappeared from its pricing page.

Sources: 6sense Research, vendor pricing pages and RB2B plan docs (fetched July 2026), Warmly acquisition announcement. Disclosure: some links are partner links; they never change the price you pay.