RB2B review: person-level visitor ID from $79 a month, and the privacy work it hands you

By Jan Suski. I go deep on every review, checking every number against its source and digging up details other coverage misses, a habit from six years of SEO and link building for tech companies. Bylines at Surfer, Brand24, and Senuto. How the scoring works.

Published 16 October 2026Prefer this source on Google

B2B and ABM

RB2B is a website visitor identification tool that drops a tracking pixel on your site and tries to name the people behind anonymous website visitors, down to their LinkedIn profiles and business emails. Its pitch is to help companies "identify the actual people (and companies) visiting their site to turn pageviews into pipeline". It's built by Retention.com, an identity data company in Austin, and the homepage says more than 100,000 websites run it.

That matters because a visitor who never fills a form is invisible to your CRM, and RB2B sells the chance to email them anyway. By the end of this review of website visitor identification with RB2B, you'll know where its data comes from, how its own coverage numbers disagree, what each plan costs, and which legal questions it leaves with you. User feedback from G2, Trustpilot, Capterra and Hacker News runs through every section, and three alternatives close it out.

It's written for founders, demand-gen leads and sales teams selling into US companies, who want to identify visitors on existing traffic before spending more on marketing efforts. If you want the plan-by-plan cost math on its own, our RB2B pricing report works through it; RB2B also sits at #1 in our visitor intelligence software ranking on entry price.

Why now: the pricing page was reworked into four tiers with overage billing, and the terms were last updated in November 2025. Older reviews of the tool quote credit numbers that no longer match the rate card.

↑ FACT SHEETWhat is RB2B, and how does it identify anonymous website visitors?

The name comes from the parent company. RB2B's terms of service name the contracting entity as GetEmails, LLC, trading under the RB2B brand, and the vendor-managed G2 listing spells the name out as Retention.com B2B.

You install one script in your site header, and RB2B starts reading your website traffic to identify companies and people. According to the RB2B homepage FAQ, it then matches visitors against "a fully-permissioned publisher network using a combination of 1st and 3rd party cookies, device IDs and IP addresses". RB2B doesn't publish who sits in that network, so a buyer can't audit what other RB2B reviews call a proprietary publisher network.

Company level identification runs on a second source, "Demandbase's proprietary reverse-IP lookup network". So there are two products under one pixel:

• Person level ID: name, LinkedIn URL, business email, US only, matched against profiles tied to US home addresses
• Company level ID: company names and company size for site visitors worldwide, through Demandbase

Visitors on a VPN or proxy get skipped. RB2B's data collection FAQ says that if it can't confirm a visitor is in the United States, it abandons the identification, which is one reason match rates swing with traffic quality and geography. Under that rule, web traffic routed through a corporate VPN comes back blank, decision makers included.

↑ FACT SHEETKey features: Slack alerts, hot pages and hot leads

The key features all hang off one loop, a Slack integration. A visitor lands, RB2B resolves them, and a card with their LinkedIn profiles link hits a channel in real time, so a rep can reach out without waiting for a form fill. Free and Starter stop there, at Slack and Teams. Pro and Pro+ add the rest, per the RB2B pricing table:

• Hot Pages: tags visits to the high intent pages you choose, so real-time alerts can fire on those visits alone
• Hot Leads: filters visitors against your ideal customer profile
• Exclusions: by domain, URL or list
• Integrations: RB2B says it connects to 50+ apps, including Salesforce CRM, HubSpot, Slack, Clay, Zapier, Webhook, Apollo and CSV export
• Reporting: net-new and repeat visitors, pageview history, top page visits to specific pages, profiles by state

Those integrations are how you trigger workflows and marketing workflows: add to a lead score, start automated outreach, or route warm leads and high value accounts to a rep for sales outreach. Paid users mostly praise this part. A small-business user who titled their G2 review "smooth & effective" wrote:

"Simple and the automation level. Insights are easily funnelable and directed to Slack and other programs."

Verified User, Small-Business, rated 4.0/5, quoted on G2's RB2B pros and cons page, read October 2026

The CRM side has sharper edges. Kirill K., a small-business user on G2, warned that "if you integrate RB2B with HubSpot, RB2B will overwrite existing contacts with new data". Teobaldo G., whose G2 review credits RB2B with a tenfold rise in cold inbound leads, still wrote that "For proper marketing automation technical skills or tech expert required."

↑ FACT SHEETData quality: five coverage figures for one product

This is the elephant in the room. RB2B publishes at least five different answers to "how many visitors will you identify?", all on its own domain:

The 70-80% headline combines person-level and company-level ID. The pricing table, the figure tied to what you pay, promises 15-20% contact-level coverage on Starter and Pro and 35-45% on Pro+. A support article puts specific contact info at "around a quarter" of US visitors and cites a 90% accuracy rate from January 2024, labelled preliminary.

Users who check visitor identity against their own CRM read the lower end. Devin W., a small-business reviewer on G2 who rated it 3.5/5, wrote:

"Only surfaces about 20-30% of website visitors Looks like it pulls from the IP so sometimes I don't believe the visitor it surfaces is the actual pers[on]"

Devin W., Small-Business, rated 3.5/5 on G2, read October 2026

A mid-market G2 reviewer who still rated it 4.0/5 listed "Relatively low share of visitors are identified (maybe <20%)" as the first problem. On Trustpilot, the account IQ Marketing wrote in an August 2025 one-star review that after almost a year "I am not able to receive visitor data of more than 20 people", on a site getting 200 to 300 visitors a day.

Read between the lines and the pricing table is the honest number. Plan for 15-20% person-level matches on US traffic, then check a sample before you let a rep send anything. A match also doesn't answer sales reps' first question, which is if the visitor is one of the decision makers on the deal.

↑ FACT SHEETRB2B pricing, RB2B Pro and the overage math

The rate card is public, which puts RB2B ahead of most companies that sell tools to identify website visitors. One resolution is one identified visitor.

• Free forever: $0, 150 company-level resolutions, Slack only, no person-level data
• Starter: $79 a month, 300 resolutions, LinkedIn URLs to Slack or Teams, no email addresses
• RB2B Pro: from $149, 600, 1,250 or 2,500 resolutions, business emails, every integration, human support escalation
• Pro+: from $199, Premium Resolution with an identity graph waterfall, 35-45% coverage, tiers up to 2,500,000

Every account starts on a 7-day full-featured trial with "LinkedIn profiles, companies, all integrations and validated business emails", then drops to the forever-free plan, whose limited features stop at company identification and Slack. RB2B pricing turns costly for high-traffic sites, because every identified visitor burns a resolution credit: 1,000 extra resolutions cost $450 on Starter or $250 on Pro.

A Mid-Market user, Tyler W., described an older version of the same curve on G2: "After the free trial of 700 credits, costs jump from about $100/month for 200 credits". Another G2 reviewer was blunter:

"The paid rate is grossly overpriced, but there is a free one, it's good enough for a lot of things."

Verified User, Small-Business, rated 3.5/5 on G2, read October 2026

Our full RB2B pricing breakdown runs cost per usable lead at each tier, and the intent data pricing report sets RB2B's $948 a year against Warmly and Bombora.

↑ FACT SHEETContract, billing and cancellation

The devil's in the details, and the terms bite harder than the price. Section 4 says subscriptions auto-renew and "are non-cancelable during the term", and monthly plans must be cancelled before 11:59 p.m. Pacific the day before the next billing date. Two Trustpilot reviewers hit the same wall, and the first complaint is a red flag for anyone buying monthly. Mack Grenfell, June 2026:

"Only option is to cancel immediately and relinquish the rest of subscription you've already paid for, which is a deceitful dark pattern to keep you subscribed."

Mack Grenfell, one-star review on Trustpilot, 5 June 2026

Brock Yeager, in a February 2025 Trustpilot review, called RB2B "Okay for de-anonymizing" but said "they present things as though you buy your credits upfront to use but they don't roll over". William Pettifor summed up his January 2026 review as "Smart idea, poorly executed. Confusing to use, unclear billing."

The lone Capterra review, from Jim B., a consumer-services COO, in August 2026, rated it 1/5 and wrote that "The data they provide is also seldom complete or accurate, regardless of the level of plan." One review is a drop in the bucket as evidence, but it matches the G2 complaints.

↑ FACT SHEETIs RB2B legal? US only ID, GDPR and the California CCPA

Most RB2B reviews skip this, and your legal team will ask it first. RB2B's position on its GDPR page is that person-level ID "fires on US soil" for US data subjects, so GDPR doesn't reach it. Global company-level ID is different: RB2B says you "MUST use a Consent Management Solution" if you turn it on.

For US state privacy laws, the homepage FAQ says that "If you were compliant with CPRA before, using RB2B will not break your compliance." The terms of service pass the buck back to you. Section 7 states "we have not provided any notices nor obtained any rights or consents on your behalf", and requires customers to post RB2B's disclosure text, or counsel-approved wording, on their own website.

Section 8 describes "co-operative" elements: data you submit can feed RB2B's Contributor Database, which "may amount to a 'sale' of Personal Information under certain state statutes". Section 12 has you indemnify RB2B for your use. The privacy policy keeps data "for as long as it is useful in our products". The data services agreement, data usage terms, DPA and InfoSec addendum are available on request, so get them before the pixel goes live.

In a February 2026 thread, mati365 wrote that RB2B "identifies users that visit your site and then shows their email, phone number and living place based on their Li profile", a description broader than the business-only data RB2B lists. Replying on Hacker News the same day, anjel pointed at the cookie banner:

"rb2b website has an incredibly ironic "we respect your privacy" GPDR banner along the bottom of their landing page."

anjel, Hacker News, 21 February 2026 (mati365's comment: item 47102141)

None of this is legal advice. RB2B holds a SOC 2 Type II certification and publishes database and CCPA opt-out pages, which covers security. Compliance questions about notice and consent stay with you, and a regulated or EU-facing business is skating on thin ice without counsel.

↑ FACT SHEETUser feedback and key benefits

Sentiment splits by site. G2 shows 4.5 from 284 reviews, and RB2B's homepage cites "4.5 Stars" and "275+ reviews". Trustpilot sits at 2.7 from four reviews. The key benefits users name are quick setup, the Slack feed, and a free tier that lets limited budgets test the category.

RB2B says you can be "up and running in under 5 minutes", so a team can hit the ground running the same day. Sanjay K., a mid-market G2 reviewer, liked that "RB2B stands out by identifying specific people visiting our website".

"I like the slack integration so the alerts land where they can be seen and easily looked into without hassle or manual work."

Verified User, Small-Business, rated 3.0/5 on G2, read October 2026

Matt S., another mid-market G2 reviewer, wrote that it "Helps us identify our website visitors, allowing our team to respond and take appropriate action." The vendor's own pricing page carries a testimonial from Joe Gannon of Rebar claiming a $27k ARR deal plus $100k in pipeline, which is where the six-figure deal stories in other RB2B reviews come from.

That's a vendor-picked quote, so treat it as the best case for how RB2B helps close more deals. On long sales cycles, expect more deals to stall and a slower path from website visitors to revenue.

↑ FACT SHEETRB2B alternatives: Leadfeeder, Warmly and Demandbase

Three alternatives cover the main buying situations for companies and agencies that want to identify who visits. Disclosure: Leadfeeder is an affiliate partner of this site.

Leadfeeder wins for teams with European website visitors, since its company level identification works outside the US. Its Lite plan is free for the last 100 identified companies with 7 days of history, and paid plans start at €79^* a month billed annually. It loses on depth: Leadfeeder names companies visiting, and person-level contacts need credits on Activate at €369^*. Our Leadfeeder review tests its match quality.

^* Leadfeeder publishes euro prices. At the European Central Bank reference rate of 1 EUR = 1.1195 USD, published 14 October 2026 and refreshed weekly, EUR 79 is about $88.44 and EUR 369 is about $413.

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Warmly wins for companies that want to identify visitors and run chat and outreach from one contract. It loses on entry price: its pricing page starts AI Web-Deanonymization at $10,000 a year, against RB2B's $948 a year on Starter, so it costs an arm and a leg for a team still testing the category.

Demandbase already supplies RB2B's company-level ID, and wins for enterprise ABM programmes with procurement. It loses for small teams, with a Vendr-tracked median contract of $68,591 a year and no person-level identification, per our Demandbase review.

RB2B pairs well with Clay for enrichment on Pro, and with a contact tool like Lusha when you need phone numbers. Our lead intelligence software ranking covers the wider field.

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↑ FACT SHEETRB2B FAQ

Is RB2B free?

Yes. The free forever plan gives 150 company-level resolutions a month and Slack alerts, after a 7-day full trial.

How much does RB2B cost?

$79 a month for Starter, from $149 for Pro and from $199 for Pro+, plus 25 to 45 cents per extra resolution.

Who is the CEO of RB2B?

Adam Robinson, founder and CEO of RB2B and its parent Retention.com.

Which companies use RB2B?

RB2B says over 100,000 websites, and its homepage logo strip includes Dropbox, Rippling, CB Insights, ActiveCampaign and Sendoso.

Is RB2B a legit company?

Yes. RB2B is run by GetEmails, LLC, trading as Retention.com from an Austin mailing address, with SOC 2 Type II, published terms and a database opt-out page. Legal fit for your own site is a separate question for counsel.

Who are RB2B's main competitors?

Visitor identification tools such as Leadfeeder, Warmly, Snitcher and Lead Forensics, plus Demandbase for company level identification at enterprise scale.

↑ FACT SHEETVerdict

Buy it if: you're a US B2B sales team or founder selling to US companies, and you want visitor identity in Slack the same afternoon. The 90 on time to first output comes from a one-script install, and the 78 on solo fit from a $0 tier and a $79 Starter.

Skip it for: EU-facing sites, which score 20 because person-level ID is US only, and teams that can't absorb auto-renewing, non-cancelable terms, which drag contract flexibility to 30.

Conditional fit: outbound sales teams that budget for 15-20% match rates, verify contacts before sending, and have counsel sign off on the disclosure text. Integration depth sits at 55 because Free and Starter stop at Slack and Teams, and price transparency at 72 because the rate card is public while the coverage figures disagree.