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Marketing · head to head

Freshpaint vs Optimizely

Freshpaint logo

Freshpaint

Marketing

Privacy layer that lets healthcare organisations run marketing analytics without sending PHI

From
On request
Rated
-
Full reviewWebsite
Optimizely logo

Optimizely

Marketing

Digital experience optimization

From
$10000/year
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Freshpaint filtering necessarily degrades what advertising platforms receive, so campaign optimisation and lookalike modelling perform worse than an unfiltered pixel would, and the marketing team must accept measurably weaker targeting as the price of compliance.; Optimizely no pricing is published and no minimum is stated
  • They diverge on capability: Freshpaint covers PHI detection and redaction, Optimizely covers A/B testing.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Freshpaint and Optimizely actually diverge.

Attributes where Freshpaint and Optimizely differ
AttributeFreshpaintOptimizely
Starting priceOn request$10000/year
PlatformsWebWeb, Mobile
FoundedUnknown2010

Identical on both: pricing model (quote), free tier (No), user rating (Not yet rated), category (Marketing).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Freshpaint

  • PHI detection and redaction
  • Business associate agreement
  • Event verification
  • Pixel replacement
  • Consent governance
  • Advertising destinations
  • Analytics and session tools
  • Audience activation

Only in Optimizely

  • A/B testing
  • Multivariate testing
  • Personalization
  • Feature management
  • Analytics
  • Google Analytics
  • Adobe Analytics
  • SOC2

What people use each for

The jobs each tool is most often brought in to do.

Freshpaint

  • A health system told by legal to remove its Meta and Google pixels that still needs to report cost per acquisition on service line campaignsnot Optimizely
  • A provider running paid search for elective procedures that must send conversion signals without disclosing which condition page a visitor viewednot Optimizely
  • A compliance officer who needs a field level record of exactly what patient related data leaves the website, for a privacy committeenot Optimizely
  • A multi-site provider group standardising tracking governance across marketing agencies that would otherwise each add their own tagsnot Optimizely

Optimizely

  • A/B testing and experimentation across web and product experiencesnot Freshpaint
  • Feature flagging and personalisation for digital productsnot Freshpaint

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Freshpaint

  • Filtering necessarily degrades what advertising platforms receive, so campaign optimisation and lookalike modelling perform worse than an unfiltered pixel would, and the marketing team must accept measurably weaker targeting as the price of compliance.
  • Pricing is not published on the vendor site despite three named tiers, and third party reports of entry around 599 US dollars a month cover only the lowest tier, with audiences and advertising activation sitting above it.
  • It addresses web and marketing tracking rather than the whole protected health information estate, so it solves one exposure while patient data in the CRM, call centre and email tooling remains a separate problem.
  • The commercial case rests on a specific regulatory interpretation of online tracking technologies, and litigation and future guidance could narrow or widen it, which makes the size of the problem it solves less stable than a compliance purchase usually is.
  • It is built for healthcare and priced accordingly, so an organisation wanting a general customer data platform pays for a regulatory specialism it does not need and gets narrower general purpose functionality than Segment or RudderStack.

Optimizely

  • No pricing is published and no minimum is stated
  • Every plan is individually packaged, so no two quotes are necessarily comparable
  • Reaching a figure requires a demo or sales conversation

Pricing, plan by plan

Freshpaint

On request
  • Comply$undefined/month
    • Governance and consent foundation
    • PHI detection and redaction
    • Web analytics, funnels and surveys
  • Perform$undefined/month
    • Everything in Comply
    • Audiences and demand side platform activation
    • Attribution, journeys and recommendations
  • Scale$undefined/month
    • Everything in Perform
    • Ad performance reporting
    • Full AI feature access

Optimizely

$10000/year
  • Enterprise$undefined/year
    • A/B testing
    • Personalization
    • Feature management

Which should you pick?

Choose Freshpaint if

  • You need phi detection and redaction.
  • You also want business associate agreement.
Freshpaint review

Choose Optimizely if

  • You need a/b testing.
  • You work on Web, Mobile.
  • You also want multivariate testing.
Optimizely review

Questions people ask

Is Freshpaint or Optimizely better?
Neither clearly leads. Freshpaint starts at On request and Optimizely at $10000/year, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Freshpaint or Optimizely?
Freshpaint starts at On request and Optimizely at $10000/year.
Does Freshpaint or Optimizely run on more platforms?
Freshpaint runs on Web. Optimizely runs on Web, Mobile.
What is Freshpaint best used for?
Freshpaint is most often used for a health system told by legal to remove its meta and google pixels that still needs to report cost per acquisition on service line campaigns, a provider running paid search for elective procedures that must send conversion signals without disclosing which condition page a visitor viewed, a compliance officer who needs a field level record of exactly what patient related data leaves the website, for a privacy committee, a multi-site provider group standardising tracking governance across marketing agencies that would otherwise each add their own tags. Of those, a health system told by legal to remove its meta and google pixels that still needs to report cost per acquisition on service line campaigns and a provider running paid search for elective procedures that must send conversion signals without disclosing which condition page a visitor viewed are not what Optimizely is typically brought in for.
What can Freshpaint do that Optimizely cannot?
Freshpaint covers PHI detection and redaction, Business associate agreement, Event verification, Pixel replacement. Optimizely covers A/B testing, Multivariate testing, Personalization, Feature management.

Answered from the vendors’ own pages

Freshpaint: Why can a hospital not just use Google Analytics?

US Department of Health and Human Services guidance treats IP addresses and health related page URLs as protected health information in this context, and advertising and analytics platforms will not sign a business associate agreement, so the disclosure is unlawful without an intermediary that filters.

Optimizely: How much does Optimizely cost?

Optimizely does not publish pricing rates. The company states that every plan is individually packaged based on specific customer needs. Interested customers must request a demo or contact the sales team to receive customized pricing.

Source
Freshpaint: Does Freshpaint sign a BAA?

Yes, and it holds SOC 2 Type II. That is the central reason it exists, because the destination platforms will not.

Optimizely: What is the pricing model for Optimizely?

Optimizely uses a custom enterprise pricing model rather than published rate cards. Pricing is determined through direct consultation with the sales team based on the customer's digital needs and feature requirements.

Source
Freshpaint: What does it cost?

Freshpaint does not publish prices. Three tiers, Comply, Perform and Scale, are all sales led, and third party sources report entry around 599 US dollars a month for the lowest.

Optimizely: Is there a free trial of Optimizely?

Optimizely does not specify free trial availability on its website. Customers interested in exploring the platform are directed to request a demo through the company's website to discuss trial options.

Source
Freshpaint: Will my ad performance suffer?

Somewhat. Stripping identifiers reduces what platforms can optimise against. The trade is weaker targeting in exchange for measurement that a compliance committee will approve.

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