Comparisons

Otterly AI review: one of the broadest toolkits in the category, with Claude sold separately

By Arnav Mukherjee, founder of TofuBofu · October 24, 2026

On 21 October, Otterly shipped the feature I'd have named as the closest thing to ours. Brand Profiling reads how AI engines describe a brand, lists the objections they raise, and lines it up against competitors. We compete with Otterly, so read this knowing that.

I went back to their pricing page, their features page and their October posts the same week and read all of it. Otterly is a stronger product than the "cheap monitor" label it often gets. The catch sits in two places: which engines the base price buys, and what happens after the report tells you what's wrong.

How did we check this?

Every price and allowance below was read on Otterly's own pricing page on 24 October 2026. The feature claims come from their features page, read the same day, and from three of their own posts: the Brand Reports update of 4 October, the Getfluence partnership of 8 October, and the Brand Profiling launch of 21 October. We first read the pricing page on 28 August 2026, and the headline prices and the add-on ladder haven't moved since.

We haven't run Otterly as a paying customer, so this reviews what they publish and sell.
We've used none of Otterly's own study figures or customer counts as evidence. That's the rule we apply to our own marketing too.

Pricing in this category moves in weeks. Check the page before you sign.

What is it, and what does it cost?

Otterly is an AI search monitoring and optimisation product sold to marketing teams, agencies and PR firms. Month to month, read on 24 October 2026:

Lite, $29 a month. 15 prompts. ChatGPT, Google AI Overviews, Perplexity, Microsoft Copilot.
Standard, $189 a month. 100 prompts. The same four engines.
Premium, $489 a month. 400 prompts. The same four engines.
Enterprise, custom. "Starting from 1,000 search prompts."

Annual billing takes about 15% off. Claude, Google AI Mode and Gemini sit outside every tier as paid add-ons. AI Mode and Gemini each start at $9 a month on Lite and reach $149 on Premium. Claude starts at $29 on Lite and reaches $439 on Premium.

What does Otterly do well?

Breadth. Their features page lists prompt research, citation tracking, competitive benchmarking, sentiment, Brand Profiling, a crawlability checker, a content audit with briefs, recommendations, ChatGPT ads and shopping tracking, AI Overviews ad tracking, multi-brand workspaces, CSV exports, tracking in more than 65 countries, a query fan-out tool, agent analytics, an MCP server and a public API. Their own line on citations is "Every domain and URL cited in AI answers, checked daily." That's a full instrument panel. Lite, at $29, is the four-engine tracker with Brand Profiling, one workspace and three recommendations a week. API access, MCP access, agent analytics and unlimited workspaces start at Standard, $189.

Brand Profiling goes past counting. Otterly calls it "a new tab inside every brand report". It reports the attributes AI ties to you, scored by how strongly each is linked to you, and the objections it raises "against you (and your competitors)", with the cited pages behind each one. That's the right question. A mention that comes wrapped in "but it's expensive and hard to implement" loses the deal, and a mention count can't see it. Otterly says it's "live now for all OtterlyAI customers", so it isn't a premium-tier upsell.

They retired a vanity metric on purpose. On 4 October Otterly took Brand Mention Count out of the brand report, because the raw count "moves with the size of your setup, not with your visibility". Add prompts and the number rises with no change in how you're seen. They replaced it with a share-based coverage measure next to sentiment and average position. We've argued the same point against blended scores, and it's good to see a vendor give up a flattering number.

It's built for agencies. Workspaces hold several brands and clients on one subscription, each with its own team, prompts and audits. Otterly runs an agency partner programme, and its newest case study is a B2B PR agency for semiconductor and software firms, using it to show clients which publications AI cites.

The four included engines are the same on every tier. What climbs the ladder is prompts.

Where does it fall short?

Claude is the dearest engine to add. The pricing page calls them "Claude, Google AI-Mode, Gemini as extra Add-ons". On Premium, the Claude add-on is $439 a month against a $489 plan, so seeing Claude's answers nearly doubles the bill. Otterly's own pages disagree on whether Brand Profiling covers Claude. The launch post lists "ChatGPT, Google AI Overviews, AI Mode, Gemini, Perplexity and Copilot", and the features page includes Claude in its list. If your buyers ask Claude for a shortlist, get it in writing that the add-on reaches Brand Profiling before you budget for it.

Google's newest surface is extra too. AI Mode isn't in any base tier either. Otterly's homepage lists AI Mode and Gemini among the engines it tracks, which is true once you've paid for them. Compare on the pricing card.

It stops at the brief. The features page offers a content audit, content briefs and "prioritized GEO recommendations". It doesn't describe drafting anything. When Otterly announced its Getfluence partnership on 8 October, the division of labour was explicit: Otterly "shows you which sources shape AI answers", and Getfluence "helps you get published on them", and Getfluence describes itself as "a B2B off-site content activation platform" placing brands with publishers. That's a paid-media route. It isn't writing the comparison page your own site is missing.

None of that is a flaw if you have writers. It's a flaw if you don't, because the report lands on someone's desk and the bottleneck moves there.

Want to see Claude's answer before you pay for it? A free scan runs your buying queries across all five engines, Claude included. No card, no call.

Run a free AI visibility scan

Who should buy it?

Buy Otterly if you're an agency or PR team with writers on staff and many brands to watch. Unlimited workspaces, country coverage, the MCP server and the API all point at that buyer, and they start on Standard at $189. If your clients' buyers live in ChatGPT, Perplexity and Google, the base engines cover most of the ground, and Brand Profiling gives you something sharper than a mention chart to take into a client meeting.

Skip it if you're a lean B2B firm whose real problem is that nobody has time to write. Skip it too if your buyers ask Claude and you can't see an add-on line in the budget.

Where do we fit, and where don't we?

We made the opposite trade on both axes. All five engines, ChatGPT, Claude, Perplexity, Gemini and Google AI Mode, are on every plan including the free one, because a buyer can't choose engines before seeing the data. And the paid plans draft the content each gap calls for, publish it to your CMS once you approve, and re-scan to show whether the answer moved. Fix is $99 a month for 10 queries and 10 drafted articles.

Where we lose: Otterly's feature list is wider than ours, its citation checks run daily where our paid scans run weekly, and Lite tracks 15 prompts for $29 a month. If you want a broad instrument and you've got people to act on it, buy Otterly.

If the problem is "we need to see everything, cheaply, across clients", that's them.
If it's "we know we're missing and nobody here will write the fix", start with a scan.

The side-by-side lives at TofuBofu vs Otterly, and the wider field at Otterly alternatives.

Frequently asked questions

How much does Otterly AI cost?

Read at Otterly's own pricing page on 24 October 2026, month to month: Lite is $29 a month for 15 prompts, Standard is $189 for 100 prompts, and Premium is $489 for 400 prompts. Enterprise is a custom quote starting from 1,000 prompts. Annual billing takes about 15% off. Every tier includes the same four engines: ChatGPT, Google AI Overviews, Perplexity and Microsoft Copilot.

Does Otterly AI track Claude?

Yes, as a paid add-on. Otterly's pricing page lists Claude, Google AI Mode and Gemini as extra add-ons. Read on 24 October 2026, the Claude add-on costs $29 a month on Lite and rises to $439 a month on Premium. Otterly's own pages disagree on whether Brand Profiling covers Claude: the launch post names ChatGPT, Google AI Overviews, AI Mode, Gemini, Perplexity and Copilot, while the features page includes Claude. Confirm it in writing if Claude matters to you.

What is Otterly Brand Profiling?

A tab inside every Otterly brand report, launched 21 October 2026. It reports the attributes AI engines associate with your brand, the objections they raise against you and your competitors, and the pages they cited, side by side with rivals. Otterly says it is live for all customers and can be broken down by country, tag and engine.

Does Otterly AI write content for you?

No. Read on 24 October 2026, Otterly's features page describes a content audit, content briefs and prioritised GEO recommendations, and no drafting. Its October partnership with Getfluence routes publishing to paid placement on third-party media. Otterly tells you what to fix and someone else does the writing.

Is Otterly AI good value?

On breadth, yes, once you reach Standard. Read on 24 October 2026, Lite at $29 a month is a four-engine tracker with 15 prompts, one workspace, Brand Profiling and three recommendations a week. Standard at $189 adds unlimited workspaces, API access, MCP access and agent analytics. Value drops if your buyers use Claude, because adding Claude on Premium costs nearly as much again as the plan.

Who should buy Otterly AI?

An agency or a PR team that already has writers and wants one cheap, broad instrument across many brands. Workspaces hold multiple clients on one subscription, tracking covers more than 65 countries, and Otterly runs an agency partner programme. Its newest case study is a B2B PR agency using it to prove earned-media impact.

Who should not buy Otterly AI?

A lean B2B firm with no one to act on the findings, and any firm whose buyers ask Claude. Otterly gives you the diagnosis and the brief. If the bottleneck is getting the comparison page written and published, a cheaper monitor doesn't move it, and Claude coverage costs extra at every tier.

Sources and further reading

Otterly.ai pricing, read at source 24 October 2026: tier prices, prompt allowances, the four included engines and the AI Mode, Gemini and Claude add-on ladder. First read 28 August 2026
Otterly.ai features, read 24 October 2026: the feature list, daily citation checks, the content audit, briefs and recommendations
Introducing Brand Profiling, Otterly, 21 October 2026: what the tab reports and the six engines it names
Brand Reports update, Otterly, 4 October 2026: why Brand Mention Count left the report
OtterlyAI and Getfluence partnership, Otterly, 8 October 2026: measurement on Otterly's side, media placement on Getfluence's
Getfluence, read 24 October 2026: how the publishing partner describes itself
Tanis Communications case study, Otterly, 22 October 2026: the agency use case