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Marketing · head to head

Freshpaint vs Insider

Freshpaint logo

Freshpaint

Marketing

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

From
On request
Rated
-
Full reviewWebsite
Insider logo

Insider

Marketing

Omnichannel personalisation platform with web experimentation and WhatsApp as first-class channels

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.; Insider delivery depends heavily on the assigned account team, so results vary by region and a team change mid-contract can be felt immediately in campaign output.
  • They diverge on capability: Freshpaint covers PHI detection and redaction, Insider covers Architect journeys.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Freshpaint and Insider actually diverge.

Attributes where Freshpaint and Insider differ
AttributeFreshpaintInsider
PlatformsWebWeb, iOS, Android, REST API

Identical on both: starting price (On request), 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 Insider

  • Architect journeys
  • Web and app personalisation
  • WhatsApp commerce
  • Predictive segments
  • InStory and InMobile
  • Experimentation

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

Insider

  • A retailer in a WhatsApp-first market that needs conversational commerce rather than more email volumenot Freshpaint
  • Personalising category and product pages by segment without waiting for engineering release cyclesnot Freshpaint
  • A marketing team without in-house campaign operations that needs the vendor to build and run journeysnot Freshpaint
  • Unifying web, app and messaging targeting on one profile store after outgrowing separate point toolsnot 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.

Insider

  • Delivery depends heavily on the assigned account team, so results vary by region and a team change mid-contract can be felt immediately in campaign output.
  • The suite is licensed by module, so the platform fee quoted at the start typically excludes the channels and predictive features that make the business case work.
  • Template-driven web personalisation targets the rendered DOM, which breaks on single-page applications that re-render after the template applies unless a developer wires in the framework hooks.
  • Reporting exports are limited compared with warehouse-native tools, so teams that want campaign data alongside finance data end up pulling it through the API on a schedule.
  • Contracts are annual and negotiated per traffic band, so a seasonal spike in visitors can push you into a renegotiation rather than a metered overage.

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

Insider

On request
  • Insider Growth Management Platform$undefined/year
    • Licensed by module and by monthly traffic or user volume
    • Channels such as WhatsApp, SMS and email priced separately
    • Annual contract with an assigned delivery team

Which should you pick?

Choose Freshpaint if

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

Choose Insider if

  • You need architect journeys.
  • You work on Web, iOS, Android, REST API.
  • You also want web and app personalisation.
Insider review

Questions people ask

Is Freshpaint or Insider better?
Neither clearly leads. Freshpaint starts at On request and Insider at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Freshpaint or Insider?
Freshpaint starts at On request and Insider at On request.
Does Freshpaint or Insider run on more platforms?
Freshpaint runs on Web. Insider runs on Web, iOS, Android, 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 Insider is typically brought in for.
What can Freshpaint do that Insider cannot?
Freshpaint covers PHI detection and redaction, Business associate agreement, Event verification, Pixel replacement. Insider covers Architect journeys, Web and app personalisation, WhatsApp commerce, Predictive segments.

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.

Insider: Is WhatsApp actually usable at scale here?

Yes. It is a supported primary channel with catalogue and template message support, though WhatsApp conversation fees from Meta are passed through and are separate from the licence.

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.

Insider: Can we run it without vendor help?

You can, but the pricing assumes a managed relationship. Teams with strong in-house campaign operations often find they are paying for services they do not use.

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.

Insider: Does it work for B2B?

Rarely a good fit. The segmentation, recommendations and channel mix are built around high-frequency consumer behaviour.

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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