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Marketing · head to head

Roxhill vs Whatagraph

Roxhill logo

Roxhill

Marketing

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

From
On request
Rated
-
Full reviewWebsite
Whatagraph logo

Whatagraph

Marketing

Automated marketing reporting and analytics

From
Free
Rated
-
Full reviewWebsite

The short version

  • Only Whatagraph has a free tier, so it costs nothing to try first.
  • Each has a real cost: 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.; Whatagraph the entry Max plan starts at 699 EUR per month and is billed annually, with no monthly billing option shown
  • They diverge on capability: Roxhill covers Journalist database, Whatagraph covers Automated reporting.
  • Prices and features above were last checked on 31 August 2026.

Where they differ

Only the attributes on which Roxhill and Whatagraph actually diverge.

Attributes where Roxhill and Whatagraph differ
AttributeRoxhillWhatagraph
Starting priceOn requestFree
Pricing modelquotesubscription
Free tierNoYes
PlatformsWeb, iOS, AndroidWeb, Mobile, Api
FoundedUnknown2016

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 Roxhill

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

Only in Whatagraph

  • Automated reporting
  • Multi-channel integration
  • Custom dashboards
  • Data visualization
  • PDF reports
  • Real-time updates
  • Historical tracking
  • Anomaly detection

What people use each for

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

Roxhill

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

Whatagraph

  • Automated client marketing reports for agenciesnot Roxhill
  • Blending data from multiple ad platforms into one dashboardnot Roxhill
  • White-labelled reporting under an agency's own brandingnot Roxhill

Where each one falls short

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

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.

Whatagraph

  • The entry Max plan starts at 699 EUR per month and is billed annually, with no monthly billing option shown
  • Only two plans exist and the Prime plan is custom priced with no published rate
  • Public API access, transfer to BigQuery and Looker, a custom report domain and premium integrations all require the Prime plan
  • Data sources are metered as credits at 1 credit per connected data account, so each additional ad account consumes quota
  • Extra credits can be bought only up to the next plan threshold, after which an upgrade is required
  • Moving to either the Max or Prime plan requires booking a call with sales rather than self-serve upgrade
  • The free trial is 14 days

Pricing, plan by plan

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

Whatagraph

Free
  • FreeFree
    • Up to 3 data sources
    • Basic dashboards
    • Daily updates
  • Starter$99/month
    • Up to 10 data sources
    • Advanced dashboards
    • Hourly updates
  • Professional$299/month
    • Unlimited data sources
    • Real-time updates
    • White-label

Which should you pick?

Choose Roxhill if

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

Choose Whatagraph if

  • You need automated reporting.
  • You want to start without paying.
  • You work on Web, Mobile, Api.
  • You also want multi-channel integration.
Whatagraph review

Questions people ask

Is Roxhill or Whatagraph better?
Neither clearly leads. Roxhill starts at On request and Whatagraph at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Roxhill or Whatagraph?
Whatagraph has a free tier; the other does not. Paid plans start at On request for Roxhill and Free for Whatagraph.
Does Roxhill or Whatagraph run on more platforms?
Roxhill runs on Web, iOS, Android. Whatagraph runs on Web, Mobile, Api.
Can I use Whatagraph for free?
Yes. Whatagraph has a free tier, so you can try it without paying. Roxhill starts at On request.
What is Roxhill best used for?
Roxhill is most often used for a uk in-house press office that needs journalist contacts with current pitching preferences rather than a scraped byline list., an agency tracking forward features across uk trade and consumer titles to place clients into planned coverage months ahead., a communications team monitoring named spokespeople and measuring their share of voice against competitors in uk media., a uk public sector body procuring through g-cloud that needs eea-hosted media monitoring with a published framework price band.. Of those, a uk in-house press office that needs journalist contacts with current pitching preferences rather than a scraped byline list. and an agency tracking forward features across uk trade and consumer titles to place clients into planned coverage months ahead. are not what Whatagraph is typically brought in for.
What can Roxhill do that Whatagraph cannot?
Roxhill covers Journalist database, Journalist profiles, Media lists and distribution, Media requests and alerts. Whatagraph covers Automated reporting, Multi-channel integration, Custom dashboards, Data visualization.

Answered from the vendors’ own pages

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.

Whatagraph: What is the starting price for Whatagraph's Max plan?

The Max plan starts at 699 euros per month when billed annually.

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.

Whatagraph: Do Whatagraph plans limit the number of users or reports?

No, both the Max and Prime plans include unlimited users and unlimited reports.

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.

Whatagraph: What is a 'source credit' in Whatagraph pricing?

One source credit equals one connected data account. The Max plan starts with 50 source credits, and the Prime plan includes a custom amount based on needs.

Source
Roxhill: Can I buy monthly?

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

Whatagraph: What's included in both Whatagraph plans?

Both Max and Prime plans include Whatagraph IQ with automated report creation, live chat support, EU data center access, and version history.

Source
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