Softwr

Marketing · head to head

Improvado vs Roxhill

Improvado logo

Improvado

Marketing

Data integration platform for marketing teams

From
Free
Rated
-
Full reviewWebsite
Roxhill logo

Roxhill

Marketing

UK-focused journalist database and media monitoring, founder-owned and annual only

From
On request
Rated
-
Full reviewWebsite

The short version

  • Only Improvado has a free tier, so it costs nothing to try first.
  • Each has a real cost: Improvado free tier limited to 50 MCP actions per week; Roxhill the database is UK-centric by reviewers’ own account, with weak US, Australian and broader Asian journalist coverage, so any multi-market programme needs a second vendor and the single-vendor cost case disappears.
  • They diverge on capability: Improvado covers 500+ data source connectors, Roxhill covers Journalist database.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Improvado and Roxhill actually diverge.

Attributes where Improvado and Roxhill differ
AttributeImprovadoRoxhill
Starting priceFreeOn request
Pricing modelfreemiumquote
Free tierYesNo
PlatformsWeb, Api, Data-warehouseWeb, iOS, Android
Founded2015Unknown

Identical on both: 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 Improvado

  • 500+ data source connectors
  • Data transformation
  • Real-time syncing
  • Data warehouse integration
  • ETL capabilities
  • Data quality monitoring
  • Historical data
  • Custom connectors

Only in Roxhill

  • Journalist database
  • Journalist profiles
  • Media lists and distribution
  • Media requests and alerts
  • Media monitoring
  • Bespoke newsletters
  • Historical search
  • Journalist Assistant

What people use each for

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

Improvado

  • Marketing data integrationnot Roxhill
  • Multi-workspace data orchestrationnot Roxhill
  • Incrementality testing and attributionnot Roxhill
  • Multi-touch attribution modelingnot Roxhill

Roxhill

  • A UK in-house press office that needs journalist contacts with current pitching preferences rather than a scraped byline list.not Improvado
  • An agency tracking forward features across UK trade and consumer titles to place clients into planned coverage months ahead.not Improvado
  • A communications team monitoring named spokespeople and measuring their share of voice against competitors in UK media.not Improvado
  • A UK public sector body procuring through G-Cloud that needs EEA-hosted media monitoring with a published framework price band.not Improvado

Where each one falls short

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

Improvado

  • Free tier limited to 50 MCP actions per week
  • Advanced and Enterprise tiers require custom pricing quotes
  • No publicly listed Advanced or Enterprise rates

Roxhill

  • The database is UK-centric by reviewers’ own account, with weak US, Australian and broader Asian journalist coverage, so any multi-market programme needs a second vendor and the single-vendor cost case disappears.
  • Contact records go stale: reviewers report old email addresses and phone numbers, distribution bounces, and there is no self-serve verification step before you send.
  • At roughly 200,000 to 300,000 journalists it is far smaller than the million-plus figures Cision and Prowly claim, with repeated complaints about thin trade, academic and journal coverage.
  • Selling is annual only with no monthly plan and a trial functionally restricted to around two weeks, so you cannot genuinely pilot before a twelve-month commitment, which is a poor fit for project or retainer agency work.
  • Licence bands are 1, 3 and 5 seats, and extra logins, workspaces, smart folders, historical search, share of voice and the spokespeople platform are all chargeable add-ons, so a team of eight to fifteen pays well above any headline band.
  • Search behaviour is described as counter-intuitive and sometimes returns implausibly few results, which means a null result cannot be trusted and lists need manual cross-checking.
  • Monitoring accuracy takes time to settle after switching, so coverage is missed in the first weeks after a cutover, which is a real gap risk if you time the migration badly.

Pricing, plan by plan

Improvado

Free
  • Free LimitedFree
    • 50 MCP actions per week
    • 1 workspace
    • Live API requests to all sources
  • MCP Only$100/month
    • 2M rows per year
    • Daily data sync
    • 300 MCP actions per week
  • Advanced$null/custom
    • 600M rows per year
    • Up to 4x daily syncs
    • 200 actions per day
  • Enterprise$null/custom
    • 1B rows per year
    • 600 actions per day
    • Unlimited workspaces

Roxhill

On request
  • Core$undefined/year
    • 1 licence
    • Standard database access
    • Journalist Assistant
  • Boutique$undefined/year
    • 3 licences
    • Adds press release distribution
    • 3 workspaces, 6 smart folders, 10 spokespeople, 3 newsletters
  • Enterprise$undefined/year
    • 5 licences
    • 5 workspaces, 10 smart folders, 5 newsletters
    • Spokespeople platform
  • Premium$undefined/year
    • Everything in Enterprise
    • Insights analysis and bespoke reporting
    • Competitor share of voice

Which should you pick?

Choose Improvado if

  • You need 500+ data source connectors.
  • You want to start without paying.
  • You work on Web, Api, Data-warehouse.
  • You also want data transformation.
Improvado review

Choose Roxhill if

  • You need journalist database.
  • You work on Web, iOS, Android.
  • You also want journalist profiles.
Roxhill review

Questions people ask

Is Improvado or Roxhill better?
Neither clearly leads. Improvado starts at Free and Roxhill at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Improvado or Roxhill?
Improvado has a free tier; the other does not. Paid plans start at Free for Improvado and On request for Roxhill.
Does Improvado or Roxhill run on more platforms?
Improvado runs on Web, Api, Data-warehouse. Roxhill runs on Web, iOS, Android.
Can I use Improvado for free?
Yes. Improvado has a free tier, so you can try it without paying. Roxhill starts at On request.
What is Improvado best used for?
Improvado is most often used for marketing data integration, multi-workspace data orchestration, incrementality testing and attribution, multi-touch attribution modeling. Of those, marketing data integration and multi-workspace data orchestration are not what Roxhill is typically brought in for.
What can Improvado do that Roxhill cannot?
Improvado covers 500+ data source connectors, Data transformation, Real-time syncing, Data warehouse integration. Roxhill covers Journalist database, Journalist profiles, Media lists and distribution, Media requests and alerts.

Answered from the vendors’ own pages

Improvado: What is Improvado's free tier?

Improvado Free Limited tier costs $0/month and includes 50 MCP actions per week, 1 workspace, live API requests to all sources, AI Agent, and MCP. No credit card required to start.

Source
Roxhill: How much does Roxhill cost?

Not published on the vendor site, but the UK G-Cloud 14 listing discloses £6,450 to £25,000 per instance per year. Use that as your anchor.

Improvado: What are Improvado's paid plans?

Paid tiers include MCP Only ($100/month with 2M rows/year and 300 weekly actions), Advanced (custom pricing with 600M rows/year and 50 workspaces), and Enterprise (custom pricing with 1B rows/year, unlimited workspaces, and SSO).

Source
Roxhill: Is Roxhill owned by Cision or Access Intelligence?

No. Companies House shows a single individual holding over 75% of shares and no corporate PSC. It is founder-controlled and unfunded. Note the founder previously sold Gorkana to Cision, so ask for a change-of-control clause.

Improvado: Does Improvado offer data sync frequency limits?

MCP Only tier offers daily data sync, Advanced tier allows up to 4x daily syncs, and Enterprise tier includes no stated sync frequency limits. Free tier enables live API requests without scheduled syncing.

Source
Roxhill: Is it usable for US or APAC media relations?

Not well. Reviewers describe US, Australian and Asian coverage as materially weaker than UK. Budget for a second database.

Improvado: What compliance and security features does Improvado include?

Improvado holds SOC 2 Type II, HIPAA, GDPR, and CCPA compliance. Enterprise tier specifically includes SSO with Azure and Okta support for identity management.

Source
Roxhill: Can I buy monthly?

No. Contracts are annual, sales-gated, with a trial of around two weeks.

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