Not a company name in your Slack, an actual person with a LinkedIn profile
RB2B is a person-level website visitor identification tool that resolves anonymous United States traffic to named individuals with a LinkedIn profile and, on paid tiers, a business email address, then pushes each identification into Slack, Microsoft Teams, a CRM, or a webhook in real time; it starts free with 150 monthly resolutions and runs from $79 to $199 per month for higher volumes, with company-level identification available globally as a separate fallback.
Overview
Most website visitor tools tell you a company visited. RB2B tells you a person did. That single distinction is the entire product and the entire controversy around it. When a United States visitor lands on your site, RB2B attempts to match them against a database of previously identified individuals using first and third party cookies, device identifiers, and IP data collected across a publisher network, and if the match lands you get a name, a LinkedIn profile, a job title, and on paid plans a business email address, delivered into Slack while the person is still reading.
RB2B was founded in 2023 by Adam Robinson and launched publicly on 1 March 2024. Robinson had already bootstrapped Retention.com, which does the equivalent job for ecommerce, to more than $20 million in annual recurring revenue with a famously tiny team, and he ran the RB2B launch as a public, loud, build-in-public campaign on LinkedIn. It worked: RB2B reached one million dollars in annual recurring revenue in sixteen weeks and roughly five million within about a year, with more than a hundred thousand sites installing the pixel. The company is bootstrapped, with no outside investors to answer to.
The pricing is the friendliest in this category by a distance. Free gives you 150 monthly resolutions with company-level identification pushed to Slack. Starter at $79 a month gives you 300 resolutions with LinkedIn URLs to Slack or Teams. Pro at $149 and Pro Plus at $199 add business email addresses, all integrations, and tiered resolution volumes that scale a long way up. Overage is published at $0.45 per resolution on Starter and $0.25 on Pro and Pro Plus, and additional domains cost $99 a month for up to five.
The constraint you must understand before buying is geography. Person-level identification works on United States traffic only, because the underlying database is matched to United States home addresses with IP ringfencing preventing overseas resolution. For international traffic RB2B falls back to company-level identification through a Demandbase partnership, which works globally but is a different and much weaker product. If your buyers are in Europe, this is not the tool.
Best for
United States focused small businesses and startups with meaningful inbound traffic who want to know which specific human is evaluating them, teams that already live in Slack and will act on an alert within minutes, and founders who want to run a warm outbound motion off their own site without buying an enterprise ABM platform.
Not the right fit for
- Any company whose traffic is mostly outside the United States. Person-level identification is ringfenced to United States traffic, and the global fallback is company-level only, which is a different product with far less value.
- Businesses that have to satisfy EU or UK privacy expectations for their own buyers. RB2B's own position is that GDPR does not apply because person-level identification targets United States traffic only, which is a scope answer rather than a compliance answer for a European buyer.
- Sites with low traffic. If you get two hundred visitors a month, resolving a fraction of them will not fill a pipeline, and the tool has nothing to work with.
- Teams with nobody available to act inside the hour. The entire value is speed, and an identification that sits unread in a Slack channel until Friday is worth nothing.
- Buyers who want intent scoring, account research, and multichannel execution in one platform. RB2B identifies and pushes; it does not score, sequence, or send.
How it works
- 1
You install a JavaScript pixel on your site, which takes a few minutes through a tag manager or a direct paste. There is no data warehouse project and no CRM prerequisite; the pixel is the whole implementation.
- 2
When a visitor arrives, RB2B attempts a match. Person-level resolution uses first and third party cookies, device identifiers, and IP addresses tracked across a publisher network, cross-referenced against a database of individuals previously identified through that network. Where person-level matching fails or the visitor is outside the United States, reverse IP lookup through a Demandbase partnership can return the company instead.
- 3
A successful resolution returns the person's name, LinkedIn profile, job title, seniority, department, geography, and company detail including revenue and headcount, plus a business email address on the Pro and Pro Plus tiers. Each resolution consumes one unit of your monthly allowance, whether or not you act on it.
- 4
The identification is pushed out immediately. Slack and Microsoft Teams are the primary destinations, with more than fifty integrations including Salesforce, HubSpot, Clay, Zapier, and outbound tools available on Pro and above. That real-time Slack push is the actual product experience: a small team watching a channel and reacting to names as they appear.
Feature breakdown
20 features in 4 modulesIdentification
The single thing RB2B does, and the constraints on it.- Person-level resolution
- Anonymous United States traffic is matched to a named individual rather than a company, returning a person and their LinkedIn profile. This is the reason to buy the product and the thing almost no competitor at this price does.
- Company-level identification
- A reverse IP fallback through a Demandbase partnership returns the visiting company. It works globally, including for traffic RB2B cannot resolve to a person, and it is what the free tier delivers.
- Premium resolution on Pro Plus
- The $199 tier applies a premium matching path rather than the basic one used on Starter and Pro, which raises the share of traffic that resolves.
- Business email addresses
- Email is returned on Pro and Pro Plus but not on Starter or Free, which is the practical dividing line between a curiosity and a workable outbound motion.
- Firmographic and role detail
- Each identification carries company revenue, headcount, seniority, department, and geography, so an ICP filter can run before anyone sees the alert.
- Multi-domain tracking
- Additional domains cost $99 a month for up to five, which suits an agency or a company running separate marketing and product sites.
Delivery and routing
Where the identification goes, and how fast.- Real-time Slack push
- Identifications arrive in a Slack channel as they happen, often while the visitor is still on the site. This is the core workflow and it is available even on the free tier.
- Microsoft Teams delivery
- The same real-time push for teams that do not run Slack, available from the Starter tier.
- CRM integrations
- Salesforce and HubSpot connectors write identifications into the CRM so a visit becomes a record rather than a message that scrolls away.
- More than fifty integrations
- Clay, Zapier, and a wide set of outbound tools are supported on Pro and above, which is how RB2B becomes the trigger for a sequence rather than the end of the line.
- Webhooks
- Raw identifications can be pushed to your own endpoint, which is what teams building custom scoring or routing logic actually use.
- Filtering before delivery
- ICP filters on firmographics and page behaviour keep the channel from filling with job applicants, competitors, and existing customers, which is the main hygiene problem this product creates.
Plan and volume mechanics
How resolutions are counted and what happens when you exceed them.- Free tier with 150 resolutions
- Company-level identification pushed to Slack, with no card required. It is a real evaluation path rather than a seven-day countdown.
- Tiered resolution volumes
- Pro and Pro Plus offer stepped volume options from a few hundred resolutions up to very large monthly counts, so the plan grows with your traffic rather than forcing an enterprise contract.
- Published overage rates
- $0.45 per resolution on Starter and $0.25 on Pro and Pro Plus, printed on the pricing page, so a traffic spike has a calculable cost.
- Seven-day full trial on Pro
- A full-featured Pro trial lets you see email addresses and integrations before paying, which the free tier does not include.
Privacy and compliance posture
The part that deserves more attention than the marketing gives it.- United States only person-level scope
- IP ringfencing prevents person-level resolution of overseas traffic, and the underlying profiles are matched to United States home addresses. This is a deliberate design boundary, not a coverage gap that will be filled later.
- CCPA and CPRA handling
- RB2B states compliance with California privacy law and operates a public opt-out at app.retention.com/optout, which individuals can use to remove themselves from the underlying database.
- SOC 2 Type II
- The company holds a SOC 2 Type II attestation, which is more security paperwork than most tools at this price point carry.
- Consent management for global company-level ID
- RB2B's own guidance is that global company-level identification should be paired with a consent management platform, which is an implementation obligation that falls on you.
Use cases
4 documentedFounder of a United States focused startup with modest traffic
Analytics shows three hundred sessions on the pricing page a month and a handful of demo requests, with no idea who the other people were.
The pixel resolves a slice of that traffic to named people in Slack. The founder personally messages the ones who fit ICP the same day, and the pricing-page visit becomes the reason for the message rather than a cold guess.
Two-person sales team running warm outbound
Cold sequences reply at one percent and there is no budget for an intent data subscription that costs more than a salary.
On the $149 Pro tier they get names plus business emails and push them into their sequencer through a webhook, so every email goes to someone who was on the site that week. Reply rates are not comparable to cold volume because the audience is not cold.
Marketing lead measuring campaign quality
A paid campaign drives traffic that never converts, and there is no way to tell whether the clicks are buyers, students, or competitors.
Identifications reveal the seniority and company profile of who is actually arriving, so budget shifts toward the channels that bring in real buyers rather than the ones with the best click-through rate.
Agency running identification for several client sites
Each client wants visitor intelligence but none will fund an enterprise ABM platform.
One Pro Plus plan with additional domains at $99 a month for up to five covers multiple client sites, with each client's identifications routed to its own Slack channel and CRM.
Pricing
from $0 (Free), then $79 per month (Starter)Self-serve monthly subscription metered by identification resolutions, with published overage rates and a per-domain add-on.
| Plan | Price | Includes |
|---|---|---|
| Free | $0 per month |
Enough to see whether your traffic resolves at all, which is the question that decides everything else. |
| Starter | $79 per month |
Names without emails limits you to LinkedIn outreach, which is a real motion but a narrower one. |
| Pro | $149 per month |
The first tier where RB2B is a complete outbound trigger rather than a curiosity feed. |
| Pro Plus | $199 per month |
The premium resolution path is the reason to step up, not the volume; match rate is what determines value. |
Billing notes
- Resolutions are consumed on identification, not on action, so an unfiltered pixel burns allowance on job applicants, competitors, and your own customers.
- Overage is published at $0.45 per resolution on Starter and $0.25 on Pro and Pro Plus rather than negotiated, which keeps a traffic spike predictable.
- Additional domains cost $99 a month for up to five, which is the relevant line item for agencies and multi-site companies.
- The free tier delivers company-level identification only, so it under-represents the paid product; the seven-day Pro trial is the honest evaluation path.
- Every tier is month to month and buyable with a card, with no implementation fee, which is unusual in a category built on annual contracts.
Value assessment: For a United States focused business, RB2B is the highest-leverage $149 in this category. Person-level identification with a business email address, pushed to Slack in real time, is a capability that ABM platforms charge tens of thousands a year for, and RB2B sells it month to month with a published overage rate. The value depends entirely on two variables you can measure in a week: how much of your traffic is American, and what share of it resolves. If both numbers are good, nothing else here competes on capability per dollar. If your traffic is European, the product degrades to company-level identification and cheaper alternatives do that job just as well.
Strengths & limitations
Strengths
- Person-level identification with a name and a LinkedIn profile, which is categorically more actionable than the company-level identification every other tool at this price provides.
- Real-time Slack delivery, often while the visitor is still on the site, which turns a signal into a same-hour conversation rather than a weekly report.
- Pricing that a small business can actually buy: free to start, $79 to $199 a month, month to month, no implementation fee, and published overage rates.
- Bootstrapped and profitable with no investor timeline forcing a move upmarket, which is a genuine stability argument in a category where funded competitors get acquired and shut down.
- More than fifty integrations including Clay, Zapier, Salesforce, and HubSpot, plus webhooks, so RB2B works as a trigger inside a bigger stack rather than a closed dashboard.
- SOC 2 Type II attestation and a public individual opt-out, which is more accountability than most tools in the visitor identification space offer.
Limitations
- Person-level identification is United States only, with IP ringfencing preventing overseas resolution, which rules the product out for most European and Asia-Pacific focused businesses.
- Match rates are a share of traffic, not all of it, and that share varies enormously by audience, so the same plan delivers wildly different value to two different companies.
- The product ends at the identification. There is no intent scoring model, no account research, no sequencing, and no sending; you supply everything downstream.
- It generates a stream of false positives by construction: job seekers, competitors, existing customers, and analysts all trigger identifications and consume resolutions.
- The privacy posture is scope-based rather than consent-based for person-level identification, and a buyer with European customers should take their own legal advice rather than relying on the vendor's framing.
- The founder rebuilt the product once already after declaring the first version dead at four million in annual recurring revenue on account of churn, which tells you the retention challenge in this category is real.
Head-to-head comparisons
3 alternativesRB2B vs WhiteWhale
from $200 per month (Starter)WhiteWhale monitors a named account list against news, SEC filings, earnings calls, and live job postings every day, answering signal questions you wrote yourself, for $200 a month with unlimited seats. RB2B watches your own website and names the person who showed up. Take RB2B if you already have inbound traffic worth harvesting; take WhiteWhale if you have a target account list and need a reason to reach accounts that have never visited you. Small teams with both problems run both.
Full RB2B vs WhiteWhale comparisonRB2B vs Factors.ai
from $199 per month (Lite)Factors surrounds visitor identification with LinkedIn ad intent, G2 activity, account scoring, and multi-touch attribution, and gives you a genuinely free Lite tier, but the paid plans start around $500 a month and go through a demo. RB2B does one thing for $149 with no sales call. Marketers who need to prove what caused the pipeline should look at Factors; sales teams who just want the name of the person on the pricing page should take RB2B.
Full RB2B vs Factors.ai comparisonRB2B vs PredictLeads
from $0 for the first 100 API calls per month, then a $40 monthly minimumPredictLeads supplies external company signals such as job openings, funding, technology detections, and news through an API, with nothing about your own website. RB2B supplies first-party identification of your own traffic and nothing about the outside world. They are complements rather than competitors, and a strong small-team stack often runs both: RB2B for who showed up, PredictLeads for what is happening at the accounts you care about.
Full RB2B vs PredictLeads comparisonImplementation & onboarding
- Setup time
- Under thirty minutes. Paste the pixel through a tag manager, connect Slack, and identifications start arriving with the next wave of traffic. The genuinely useful work is the filtering configuration afterwards.
- Learning curve
- Very low as software, moderate as a process. The tool is a feed; the skill is deciding what to do with a name and how quickly. Teams that treat identifications as a to-do list rather than a curiosity feed get value, and the rest churn.
- Onboarding
- Entirely self-serve at every published tier, with a free plan and a seven-day Pro trial. No implementation fee, no onboarding call required, and no annual commitment.
- Migration notes
- Nothing to migrate in, since the dataset is generated by your own traffic from the day the pixel goes live. There is no historical backfill, so the archive starts at zero and you should not expect week one to look like a mature account. On exit, the pixel comes off in minutes and integrations carry your identifications into the CRM as you go, so there is no lock-in beyond the history stored in the app.
Platform, API & security
- Platforms
- JavaScript pixel for any websiteWeb applicationSlack and Microsoft Teams appsWebhooks
- API
- Webhooks plus more than fifty native integrations including Salesforce, HubSpot, Clay, and Zapier on the Pro tiers; the product is designed to push data outward rather than to be queried.
- Compliance
- SOC 2 Type IICCPA and CPRA compliant with a public individual opt-out
- Data residency
- United States. Person-level identification is deliberately scoped to United States traffic and profiles matched to United States home addresses.
- SSO
- Not advertised on the published self-serve tiers.
- Security notes
- RB2B's position is that GDPR does not apply to its person-level product because that product only resolves United States traffic, and that global company-level identification should be paired with a consent management platform. Individuals can opt out of the underlying database through a public form. Buyers with European visitors should treat consent management as their own obligation rather than a vendor feature.
Support & resources
- Channels
- Email supportIn-app chatActive founder-led community channels
- Documentation
- Setup and integration documentation covering pixel installation, Slack and Teams delivery, CRM connectors, and webhooks.
- Community
- An unusually engaged community for a tool this size, driven by the founder's public build-in-public presence and a newsletter published under the RB2B brand.
Company
- Founded
- 2023
- Headquarters
- Austin, Texas, United States
- Ownership
- Bootstrapped
- Founders
- Adam Robinson
- Employees
- Very small; the founder has publicly described running the business with a handful of people
- Funding
- No outside funding. RB2B is bootstrapped, as were the founder's previous companies Robly and Retention.com.
Timeline
- 2023Founded by Adam Robinson, who had already bootstrapped Retention.com to more than $20 million in annual recurring revenue doing the ecommerce equivalent of visitor identification.
- 2024Launches publicly on 1 March with a free person-level identification offer and a loud build-in-public campaign, reaching one million dollars in annual recurring revenue in sixteen weeks.
- 2024Passes four million in annual recurring revenue in roughly forty weeks, at which point the founder publicly declares the first version dead because of churn and begins rebuilding around paid tiers.
- 2025Reaches roughly five million in annual recurring revenue with a very small team and more than a hundred thousand sites carrying the pixel, adding company-level global identification through a Demandbase partnership.
- 2026Runs a four-tier published price list from free to $199 a month with premium resolution, business emails, more than fifty integrations, and SOC 2 Type II attestation.
Integrations
- Slack
- Microsoft Teams
- Salesforce
- HubSpot
- Clay
- Zapier
- Webhooks
- Outbound and sequencing tools via Zapier and webhooks
- Demandbase for global company-level identification
Frequently asked questions
10 questionsWhat is RB2B?
RB2B is a person-level website visitor identification tool. When someone in the United States visits your site, it attempts to match them to a named individual and pushes their name, LinkedIn profile, job title, company detail, and on paid tiers a business email address into Slack, Microsoft Teams, your CRM, or a webhook in real time.
How much does RB2B cost?
Free gives you 150 monthly resolutions with company-level identification into Slack. Starter is $79 a month for 300 resolutions with LinkedIn URLs. Pro is $149 a month with tiered volumes from 600 to 2,500 resolutions plus business emails and all integrations. Pro Plus is $199 a month with premium resolution and much larger volume options. Overage is $0.45 per resolution on Starter and $0.25 on Pro and Pro Plus, and extra domains cost $99 a month for up to five.
Does RB2B work outside the United States?
Person-level identification does not. The underlying profile database is matched to United States home addresses and IP ringfencing prevents overseas resolution, so a visitor in Berlin will not be identified by name. RB2B offers company-level identification through a Demandbase partnership that works globally, but that is a substantially weaker product and not the reason people buy RB2B.
Where does the identification data come from and how fresh is it?
Matching uses first and third party cookies, device identifiers, and IP addresses tracked across a publisher network, cross-referenced against a database of individuals previously identified through that network. The identification itself is real time: alerts commonly arrive while the visitor is still on the site. The underlying profile data is as current as the last time that individual was seen across the network, so job titles can lag a recent role change.
How many visitors actually get identified?
A share, never all of them, and the share varies enormously by audience, device mix, and how much of your traffic is American. Pro Plus applies a premium resolution path that lifts the match rate above the basic path used on Starter and Pro. The only honest way to find out is to run the free tier or the seven-day Pro trial against your own traffic, because the match rate on someone else's site tells you nothing about yours.
What about false positives?
They are constant and they consume your allowance. Job applicants, competitors doing research, existing customers reading documentation, analysts, and your own employees all trigger identifications. RB2B provides firmographic and behavioural filters so you can suppress them before delivery, and configuring those filters properly is the difference between a useful Slack channel and one the team mutes in a fortnight.
Does RB2B score signals or send outreach?
No on both counts. It identifies and it routes. There is no intent scoring model, no account research, no sequencing, and no sending. What it does have is more than fifty integrations plus webhooks, so it becomes the trigger for whatever sequencer, CRM workflow, or Clay table you already run. Treat it as a signal source, not a platform.
Is RB2B GDPR compliant?
RB2B's stated position is that GDPR does not apply to its person-level product because that product resolves United States traffic only. For global company-level identification the company advises pairing it with a consent management platform, which is an obligation that falls on you. RB2B is SOC 2 Type II attested and compliant with California privacy law, with a public individual opt-out. A business with European visitors should take its own legal advice rather than relying on the vendor's scope argument.
Who is behind RB2B and is it a stable company?
RB2B was founded in 2023 by Adam Robinson, who previously bootstrapped Retention.com past twenty million dollars in annual recurring revenue, and launched on 1 March 2024. It is bootstrapped with no outside investors, which in this category is a real stability argument given that funded competitors such as Koala were acquired and shut down. The counterweight is that Robinson publicly scrapped the first version of the product over churn, so the model has already been rebuilt once.
What is the difference between the free plan and the paid plans?
The free plan gives you company-level identification only, pushed to Slack, with 150 resolutions a month. Person-level identification, the actual product, begins on Starter at $79. Business email addresses and the full integration set begin on Pro at $149. Because the free tier does not include the thing the product is famous for, the seven-day Pro trial is the evaluation that tells you whether to buy.
Editorial verdict
RB2B is the cheapest way to find out which specific human is on your website, and for a United States focused small business that is a genuinely unfair advantage for $149 a month. The pixel takes minutes, the alert lands in Slack while the person is still reading, and the pricing is month to month with published overage instead of an annual ABM contract. Two things decide whether it works for you, and both are measurable in a week: how American your traffic is, and how much of it resolves. Run the free tier, then the seven-day Pro trial, and look at the actual match rate before you commit. If your buyers are European, walk away and buy a company-level tool built for that market. And whatever your geography, understand that RB2B hands you a name and stops; the scoring, the judgement, and the message are still your job.
Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.
Awards & badges
1 heldRB2B holds 1 award from the SaaSTracker editorial program. Badges may be displayed by the vendor; each embed links back to this profile.
Momentum · Website Visitor Identification
“Not a company name in your Slack but an actual person with a LinkedIn profile: the pitch that set this category on fire.”
<a href="https://saastracker.org/products/rb2b"><img src="https://saastracker.org/badges/embed/rb2b/momentum-summer-2026.svg" width="180" height="180" alt="RB2B: Momentum, Website Visitor Identification. SaaSTracker Summer 2026 Awards." /></a>
