Freshpaintvs
Segment
Segment: If you are not in healthcare and need a general customer data platform without the regulatory filtering layer
Freshpaint
Privacy layer that lets healthcare organisations run marketing analytics without sending PHI
As of 31 August 2026, Freshpaint's pricing is not published; the vendor quotes on request. Freshpaint sits between a healthcare website and its advertising and analytics tools, stripping protected health information before it leaves and signing a business associate agreement for the traffic that does. Softwr lists it under Marketing. Freshpaint is made by Freshpaint, Inc., available on Web.
Overview
What Freshpaint does
Freshpaint is a customer data platform built for healthcare marketing under HIPAA. It replaces the third party pixels a hospital or provider would normally embed with its own collection layer, inspects every event before it is forwarded, detects and redacts protected health information, and then sends the permitted subset onward to advertising platforms, analytics tools and data destinations. It signs a business associate agreement, holds SOC 2 Type II, and provides event verification so a compliance officer can see exactly which fields reach which destination. The reason this is a category rather than a feature is regulatory. Guidance from the US Department of Health and Human Services on online tracking technologies made clear that IP addresses and page URLs on health related pages can constitute protected health information, and that sending them to advertising platforms without a business associate agreement is a disclosure. Advertising platforms will not sign such agreements. Health systems therefore faced a choice between removing tracking entirely, losing conversion measurement and the ability to optimise campaigns, or finding an intermediary that filters. Freshpaint is that intermediary, and the ability to show a compliance committee a field level record of what left the building is the thing that gets it approved. The buyer is a health system or provider marketing team, with a compliance or privacy officer holding the veto. Pricing is not published on the vendor site; the tiers are Comply, Perform and Scale, all sales led, with third party sources reporting entry around 599 US dollars a month. The trade offs are that filtering necessarily degrades the signal advertising platforms receive, that it addresses web tracking rather than the whole PHI estate, and that its value is tied to a specific regulatory interpretation which litigation and future guidance could shift.
What people use it 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
Related searches
The honest half
Where it falls short
Concrete and checkable, so you can decide whether any of them matter to you. This is the half of a review a vendor will not write about 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.
Cross-shopped
What people choose instead of Freshpaint
Each pairing was judged by two reviewers asking whether a buyer would genuinely weigh the two against each other. The ones that failed were deleted rather than published.
- FreshpaintvsRudderStack
RudderStack: If you want warehouse-first event collection with your own control over what is forwarded
- FreshpaintvsOneTrust
OneTrust: If the requirement is consent and privacy governance across the organisation rather than healthcare marketing measurement
Pricing
What Freshpaint costs
Taken from the vendor's own pricing page. Prices move, so check before you buy.
Comply
On request
- Governance and consent foundation
- PHI detection and redaction
- Web analytics, funnels and surveys
- Core integrations excluding demand side platforms
- Business associate agreement
Perform
On request
- Everything in Comply
- Audiences and demand side platform activation
- Attribution, journeys and recommendations
- Heatmaps and session replay
Scale
On request
- Everything in Perform
- Ad performance reporting
- Full AI feature access
- Priority support with a dedicated customer success manager
- Healthcare marketing and compliance advisory
Capabilities
Features
PHI detection and redaction
Inspects events and strips protected health information before forwarding to third parties
Business associate agreement
Signs a BAA, which advertising and analytics platforms will not
Event verification
Shows field by field exactly what is sent to each destination, for compliance review
Pixel replacement
Removes third party trackers from the site and forwards permitted events server side instead
Consent governance
Applies consent and privacy policy at the collection layer rather than in each tool
Advertising destinations
Forwards conversion signals to advertising platforms within the permitted set
Analytics and session tools
Web analytics, funnels, heatmaps and session replay on higher tiers
Audience activation
Builds and sends audiences to demand side platforms on the Perform tier and above
Answered, with sources
Questions people ask
Each answer names the page it came from, so you can check it rather than take our word for it.
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.
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.
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.
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.
Keep looking
Where to go from Freshpaint
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- Freshpaint pricingPlans, floors and what the tiers exclude
- Freshpaint badgesWhich rules it meets, and the figure behind each
- All Marketing softwareThe full category
- Best Marketing softwareThe shortlist, and how it was cut
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Softwr does not host reviews and shows no star rating for Freshpaint, because a rating we did not collect is not ours to publish. What is here is the pricing and platform detail from the vendor’s own pages, limitations we could state concretely, and alternatives a reviewer confirmed people weigh against it. Tell us if any of it is wrong.
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