Softwr

Business Intelligence · head to head

Luzmo vs Merge

Luzmo logo

Luzmo

Business Intelligence

Embedded analytics for SaaS products, billed by monthly active dashboard users

From
€995/month
Rated
-
Full reviewWebsite
Merge logo

Merge

Automation Integration

One API for all your integrations

From
Free
Rated
-
Full reviewWebsite

The short version

  • Only Merge has a free tier, so it costs nothing to try first.
  • Each has a real cost: Luzmo billing by monthly active users means commercial success is punished: getting every one of your customers into the dashboard weekly is exactly the outcome that pushes you into the next tier.; Merge cannot access data outside Merge's universal schema; no support for custom objects or deep field mappings
  • They diverge on capability: Luzmo covers Multi-tenant row-level security, Merge covers Unified API.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Luzmo and Merge actually diverge.

Attributes where Luzmo and Merge differ
AttributeLuzmoMerge
Starting price€995/monthFree
Pricing modelPer month by monthly active user countusage-based
Free tierNoYes
PlatformsWebApi
CategoryBusiness IntelligenceAutomation Integration
FoundedUnknown2020

Identical on both: 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 Luzmo

  • Multi-tenant row-level security
  • Embeddable editor
  • Theming and white labelling
  • SDKs and APIs
  • Luzmo IQ
  • Scheduled exports

Only in Merge

  • Unified API
  • HRIS integrations
  • Accounting integrations
  • CRM integrations
  • ATS integrations
  • Ticketing integrations
  • File storage integrations
  • Workday

What people use each for

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

Luzmo

  • A B2B SaaS product that needs customer-facing dashboards without hiring a front-end data visualisation teamnot Merge
  • A vertical software vendor that wants to sell an analytics module as a paid add-onnot Merge
  • A product where each customer must only see their own rows and the security boundary has to be provable to an auditornot Merge
  • A team that wants end customers to build their own charts rather than filing feature requests for every new reportnot Merge

Merge

  • Workflow Automationnot Luzmo
  • Data Integrationnot Luzmo
  • Process Automationnot Luzmo
  • App Integrationnot Luzmo
  • API Connectivitynot Luzmo

Where each one falls short

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

Luzmo

  • Billing by monthly active users means commercial success is punished: getting every one of your customers into the dashboard weekly is exactly the outcome that pushes you into the next tier.
  • The entry price of EUR 995 per month billed annually rules it out for early-stage products, so the realistic buyer already has meaningful revenue.
  • It is built for embedding rather than internal analysis, so most customers still pay for a second BI tool for their own staff, doubling the analytics line item.
  • The semantic modelling layer is lighter than a dedicated one such as dbt or Cube, so complex metric definitions often have to be pre-computed in the warehouse before Luzmo sees them.
  • As a smaller European vendor it has less connector breadth and a smaller partner ecosystem than the US incumbents, and unusual data sources frequently need an intermediate warehouse hop.

Merge

  • Cannot access data outside Merge's universal schema; no support for custom objects or deep field mappings
  • Merge holds customer OAuth tokens, creating vendor lock-in; switching providers requires re-authentication from all customers
  • No support for legacy systems without APIs; limited to modern SaaS applications
  • Pricing complexity at scale with multiple dimensions (workflows, tasks, connectors) affecting costs

Pricing, plan by plan

Luzmo

€995/month
  • Starter$995/month
    • Embedded dashboards with white labelling
    • Custom charts
    • APIs and SDKs
  • Premium$2495/month
    • Everything in Starter
    • End-customer self-service dashboard building
    • Luzmo IQ conversational insights
  • Enterprise$undefined/year
    • Dedicated VPC option
    • Flexible hosting region
    • OIDC single sign-on

Merge

Free
  • FreeFree
    • 1 linked account
    • All integrations
    • Standard support
  • Launch$650/month
    • 50 linked accounts
    • All categories
    • Email support
  • Scale$2500/month
    • Unlimited accounts
    • Priority support
    • SLA
  • Enterprise$undefined/month
    • Dedicated support
    • Custom contracts
    • Advanced security

Which should you pick?

Choose Luzmo if

  • You need multi-tenant row-level security.
  • You also want embeddable editor.
Luzmo review

Choose Merge if

  • You need unified api.
  • You want to start without paying.
  • You work on Api.
  • You also want hris integrations.
Merge review

Questions people ask

Is Luzmo or Merge better?
Neither clearly leads. Luzmo starts at €995/month and Merge at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Luzmo or Merge?
Merge has a free tier; the other does not. Paid plans start at €995/month for Luzmo and Free for Merge.
Does Luzmo or Merge run on more platforms?
Luzmo runs on Web. Merge runs on Api.
Can I use Merge for free?
Yes. Merge has a free tier, so you can try it without paying. Luzmo starts at €995/month.
What is Luzmo best used for?
Luzmo is most often used for a b2b saas product that needs customer-facing dashboards without hiring a front-end data visualisation team, a vertical software vendor that wants to sell an analytics module as a paid add-on, a product where each customer must only see their own rows and the security boundary has to be provable to an auditor, a team that wants end customers to build their own charts rather than filing feature requests for every new report. Of those, a b2b saas product that needs customer-facing dashboards without hiring a front-end data visualisation team and a vertical software vendor that wants to sell an analytics module as a paid add-on are not what Merge is typically brought in for.
What can Luzmo do that Merge cannot?
Luzmo covers Multi-tenant row-level security, Embeddable editor, Theming and white labelling, SDKs and APIs. Merge covers Unified API, HRIS integrations, Accounting integrations, CRM integrations.

Answered from the vendors’ own pages

Luzmo: Is Luzmo the same as Cumul.io?

Yes. Cumul.io rebranded to Luzmo; it is the same company and product line.

Merge: What is a Linked Account in Merge?

A Linked Account represents an end customer's authenticated connection to a third-party application (like Salesforce, HubSpot, or Zendesk). Merge pricing is based on the number of production Linked Accounts your end users activate.

Source
Luzmo: How is it priced?

By monthly active users of your embedded dashboards, from EUR 995 per month on Starter billed annually.

Merge: Can I access custom data not in Merge's universal schema?

No. Merge works well for standardized integrations but hits limits with enterprise customers. You cannot access data outside Merge's universal schema, cannot customize integration behavior for specific customers, and cannot pull deeply custom data from source systems.

Source
Luzmo: Is there a free tier?

No, only a trial. There is no perpetual free plan.

Merge: What happens if I switch away from Merge?

Merge holds your customers' OAuth tokens. Switching providers means asking every customer to re-authenticate, resulting in potential customer churn and unhappy users.

Luzmo: Can our customers build their own dashboards?

Yes, but the embeddable editor for end-customer self-service sits on the Premium tier.

Merge: Does Merge work with legacy systems?

No. Merge only works if there's an API. Legacy ERPs, government portals, insurance carriers, and older enterprise systems that customers depend on often don't have APIs, making Merge unable to support these integrations.

Share

Related pages

More on Luzmo

More on Merge

Keep looking

Other head to heads