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Marketing · head to head

Freshpaint vs Ortto

Freshpaint logo

Freshpaint

Marketing

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

From
On request
Rated
-
Full reviewWebsite
Ortto logo

Ortto

Email Marketing

Australian marketing automation with a customer data platform and analytics included rather than sold separately

From
On request
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.; Ortto contact-based pricing counts everyone stored, including unsubscribed and long-inactive records, so the bill rises with list decay unless someone owns a pruning routine.
  • They diverge on capability: Freshpaint covers PHI detection and redaction, Ortto covers Customer data platform.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Freshpaint and Ortto actually diverge.

Attributes where Freshpaint and Ortto differ
AttributeFreshpaintOrtto
PlatformsWebWeb, REST API
CategoryMarketingEmail Marketing

Identical on both: starting price (On request), pricing model (quote), free tier (No), user rating (Not yet rated).

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 Ortto

  • Customer data platform
  • Journeys
  • Talk
  • Dashboards and reports
  • Playbooks
  • Capture

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 Ortto
  • A provider running paid search for elective procedures that must send conversion signals without disclosing which condition page a visitor viewednot Ortto
  • A compliance officer who needs a field level record of exactly what patient related data leaves the website, for a privacy committeenot Ortto
  • A multi-site provider group standardising tracking governance across marketing agencies that would otherwise each add their own tagsnot Ortto

Ortto

  • A SaaS company that wants trial and onboarding lifecycle plus product analytics without buying two toolsnot Freshpaint
  • A small team replacing a stack of email tool, chat widget and dashboard product with one subscriptionnot Freshpaint
  • Reporting on revenue by campaign and cohort without exporting events to a warehouse firstnot Freshpaint
  • Teams already on Autopilot that need a supported migration path rather than a replatform to a US vendornot 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.

Ortto

  • Contact-based pricing counts everyone stored, including unsubscribed and long-inactive records, so the bill rises with list decay unless someone owns a pruning routine.
  • Each bundled component is shallower than the specialist it replaces, and the email template editor in particular is behind the ecommerce-focused competitors.
  • Deliverability guidance and reputation tooling are thinner than at dedicated email providers, which matters most in the first months of a sending domain.
  • The partner and agency ecosystem outside Australia and New Zealand is small, so hiring contractors with real Ortto experience is harder than for the larger platforms.
  • Support hours follow Australian business time, so European and American teams often wait a working day for a substantive answer on complex issues.

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

Ortto

On request
  • Ortto$undefined/month
    • Priced by number of contacts held, with separate email and SMS send allowances
    • Talk live chat and additional seats charged separately
    • Monthly and annual terms available

Which should you pick?

Choose Freshpaint if

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

Choose Ortto if

  • You need customer data platform.
  • You work on Web, REST API.
  • You also want journeys.
Ortto review

Questions people ask

Is Freshpaint or Ortto better?
Neither clearly leads. Freshpaint starts at On request and Ortto at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Freshpaint or Ortto?
Freshpaint starts at On request and Ortto at On request.
Does Freshpaint or Ortto run on more platforms?
Freshpaint runs on Web. Ortto runs on Web, REST API.
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 Ortto is typically brought in for.
What can Freshpaint do that Ortto cannot?
Freshpaint covers PHI detection and redaction, Business associate agreement, Event verification, Pixel replacement. Ortto covers Customer data platform, Journeys, Talk, Dashboards and reports.

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.

Ortto: Is Ortto the same product as Autopilot?

It is the successor from the same company, rebranded in 2022 and substantially rebuilt. Older Autopilot tutorials no longer match the interface.

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.

Ortto: Do inactive contacts cost money?

Yes. Pricing counts contacts stored, so unsubscribed and dormant records consume allowance until they are deleted.

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.

Ortto: Can it replace a BI tool?

For campaign, funnel and cohort reporting on its own event data, usually yes. For joins against finance or support data it cannot.

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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