Metrilo vs Ocean.io
An independent, review-free comparison compiled by the SaaSTracker editorial team. Both products are profiled in full, and neither can pay for placement here.
The short answer
Editorial assessmentOcean.io compared with Metrilo
The two ends of segmentation on this site. Metrilo segments the consumers who already bought from an ecommerce brand, using behavior and purchase history. Ocean.io segments the B2B companies that have not bought yet, using similarity to those who did. They share a category and almost nothing else, and no buyer is realistically choosing between them.
Choose Metrilo if
Direct-to-consumer brands, particularly outside Shopify, that want a real customer database with behavioral segmentation, retention cohorts, and email in one platform rather than assembling an analytics app, a segmentation app, and an ESP with three different definitions of a customer.
Choose Ocean.io if
B2B teams that need to define and size an addressable market from their own best customers rather than from industry codes, and that want a ranked, filterable account segment they can enrich and push into a CRM without buying an enterprise data contract.
Side by side
13 attributes| Attribute | Metrilo | Ocean.io |
|---|---|---|
| Category | Segmentation | Segmentation |
| Starting price | $199 per month, about $165 billed annually | About $79 per month billed annually |
| Pricing model | Flat monthly subscription in three tiers, discounted about seventeen percent on annual billing, with the CRM, segmentation, and retention layers arriving on the middle tier. | Credit-based subscription with a slider, where volume and billing term set the per-credit rate. Different actions consume different credit amounts, and overages are billed per credit beyond the plan allowance. |
| Free plan | No | No |
| Free trial | No | No |
| Best for | Direct-to-consumer brands, particularly outside Shopify, that want a real customer database with behavioral segmentation, retention cohorts, and email in one platform rather than assembling an analytics app, a segmentation app, and an ESP with three different definitions of a customer. | B2B teams that need to define and size an addressable market from their own best customers rather than from industry codes, and that want a ranked, filterable account segment they can enrich and push into a CRM without buying an enterprise data contract. |
| Setup time | Connection to the store is quick, but the value depends on historical data loading and on behavioral tracking accumulating, so plan a few weeks before segmentation reflects a full picture rather than only recent activity. | A lookalike search runs in minutes from a URL or a customer list, so the first segment exists the same day. CRM syncing and a repeatable process around it take longer, typically a week of configuration and agreement on definitions. |
| Learning curve | Moderate. There is more surface here than in a single-purpose segmentation app: analytics, a customer database, retention analysis, and email each have their own conventions. The upside is that unlimited seats let a team learn it together rather than through one gatekeeper. | Low to use, moderate to use well. Running a search is simple; the skill is choosing a seed list that represents genuinely good customers rather than merely large ones, and managing credit spend so that enrichment goes to the accounts worth pursuing rather than the whole segment. |
| Platforms | Web app, Multiple ecommerce platform integrations | Web app, CRM integrations, Export to outbound tooling |
| Compliance | Holds individual customer profiles including browsing behavior, so GDPR and equivalent obligations sit squarely with the store, Email sending inside the platform carries the store's own consent and unsubscribe obligations, Owned by Brevo, a European company, which is relevant to data protection posture for EU brands | Supplies B2B company and contact data, so lawful basis for processing contact records remains the customer's responsibility, European headquarters, which is relevant to GDPR posture for teams prospecting into the EU, Email verification is offered as a paid action, which supports list hygiene obligations before sending |
| Founded | 2014 | 2017 |
| Headquarters | Sofia, Bulgaria | Copenhagen, Denmark, with an office in Minneapolis, United States |
| Ownership | Owned by Brevo, formerly Sendinblue, since 2021 | Privately held, venture backed |
Strengths and limitations
Metrilo
Strengths
- A genuine customer database rather than a reporting layer, with individual profiles carrying browsing and purchase history.
- Works across multiple ecommerce platforms rather than being locked to Shopify, which is rare in this category.
- Segmentation, retention analysis, and email in one product, removing the problem of maintaining the same audience in several tools.
- Cohort comparisons and lifetime metrics that make retention a property of specific customer groups rather than one company-wide number.
Limitations
- The customer database and segmentation start on the $379 Pro tier, so the $199 entry price is misleading for segmentation buyers.
- No syncing of segments to Meta, Google Ads, or TikTok as advertising audiences.
- Several times more expensive than the Shopify segmentation apps that cover the same core job.
- Heavy overlap with Klaviyo for brands already committed to it, particularly on email and behavioral segmentation.
Ocean.io
Strengths
- Similarity computed from what companies actually do rather than from industry classification codes, which is the whole reason it finds segments conventional filters miss.
- Seeding from your own customer list turns an ideal customer profile into examples rather than a set of guessed rules.
- Segment sizing answers the market question, not only the list question, which supports planning decisions before budget is committed.
- A large company database, around 35 million profiles, as the population segments are drawn from.
Limitations
- Credit pricing is hard to forecast, and independent reviews report most customers exceeding their plan allowance.
- Phone number enrichment consumes credits at a much higher rate than other actions, which surprises buyers repeatedly.
- Contact data volume is expensive compared with dedicated B2B data providers, so it is the wrong tool for bulk list building.
- CRM integrations require the professional tier, so the effective entry price for operational use is closer to $299 than $79.
Pricing compared
Metrilo
Flat monthly subscription in three tiers, discounted about seventeen percent on annual billing, with the CRM, segmentation, and retention layers arriving on the middle tier.
- Essential$199
- Pro$379
- PremiumFrom $599
Priced against the Shopify segmentation apps, Metrilo looks expensive: $379 for the tier with segmentation, against $19 for By the Numbers or $149 for Tresl. Priced against what it replaces, it looks different, because it is analytics, a customer database, and email in one product with unlimited seats and no platform lock to Shopify. The decision comes down to two questions. If you are on Shopify and already use Klaviyo, most of this is duplicated and the specialists are far cheaper. If you are on another platform, or you want one system rather than three, there are very few alternatives at any price.
Ocean.io
Credit-based subscription with a slider, where volume and billing term set the per-credit rate. Different actions consume different credit amounts, and overages are billed per credit beyond the plan allowance.
- StarterAbout $79
- ProfessionalAbout $299
- Pay as you goAbout $0.08
For its actual job, defining and sizing a market segment from examples, Ocean.io is well priced: $79 to $299 a month is a fraction of the enterprise account intelligence platforms like Keyplay and MadKudu that start in five figures a year. For the job people often mistake it for, bulk contact acquisition, it is poor value, because credits deplete fast and dedicated data providers deliver more records per dollar. Buy it to answer who the market is and how big; do not buy it to fill a sequencer with fifty thousand contacts.
Editorial verdict on each
Metrilo
Metrilo is the option for DTC brands that want to own the customer database rather than rent a view of it, and for the many brands whose platform is not Shopify and who therefore cannot use most of this category. Individual behavioral profiles, cohort retention analysis, and email in one system solve a real coordination problem, and unlimited seats mean the whole team can work in it. Two things should decide the purchase. The price of the capability is $379, not the $199 on the pricing page, because segmentation starts on the Pro tier. And if you are a Shopify store already running Klaviyo, most of what this does is duplicated for far less money by the specialists in this category. Off Shopify, or consolidating three tools into one, it earns the premium.
Read the full Metrilo profileOcean.io
Ocean.io is the B2B answer to the question this category asks, and it earns its place by attacking the weakest part of most targeting work: the assumption that industry codes describe what a company does. Seeding a search with your own best customers and getting back a ranked, sized segment is a fundamentally better method than filtering a database by a classification somebody assigned years ago, and at $79 to $299 a month it is self-serve priced against enterprise platforms that start in five figures. Two things to get right before buying. The seed list determines everything, so choose it for customer quality rather than customer size. And treat the credit model with respect, particularly phone enrichment, which is where budgets disappear. Use it to decide who the market is; use something cheaper to fill the list once you know.
Read the full Ocean.io profileMetrilo profile last reviewed 2026-09-02; Ocean.io last reviewed 2026-09-02. Pricing is compiled from public sources and can change without notice. See our methodology.