Comparisons

Scrunch review: the most original idea in the category, sold to the enterprise

By Arnav Mukherjee, founder of TofuBofu · September 8, 2026

We compete with Scrunch, so weigh this accordingly. I'm writing it because I think they've had the best single idea in this category and almost nobody outside their sales calls has heard it, and because a review that only lists what a rival can't do isn't worth anyone's afternoon.

Most of us in this market, us included, built a measurement product. You give it your brand, it asks engines questions, it tells you whether you got named. Scrunch built that too. Then they went one step further and asked a question the rest of us skipped: if the visitor is a machine, why are we still serving it a page designed for a human? Their answer to that is the part of this review worth reading.

How we checked this

Everything below comes from pages Scrunch and Sitecore publish themselves, read on 8 September 2026. Prices and the feature grid came from Scrunch's pricing page in the brands view, loaded in a browser, because that page renders its numbers in JavaScript and a plain fetch returns none of them. The acquisition details come from Scrunch CEO Chris Andrew's own post and from Sitecore's press release, both dated 3 June 2026.

Two limitations, stated up front. We have not run Scrunch as a paying customer, so this reviews what they sell and publish, not how it feels on day 40. And we've deliberately used none of Scrunch's own research figures or customer results, including the growth number on their pricing page, because a vendor's marketing claims about its own effectiveness aren't evidence and we apply that rule to ourselves too. Pricing in this category moves in weeks, so treat every figure here as of the read date.

What it is, and what it costs

Scrunch calls itself an AI customer experience platform. In practice it's two halves. One half monitors: citations, sentiment, competitors, AI search trends, prompt management, reporting. The other half acts on your site: content delivery to agents, agent traffic analysis, site diagnostics and page optimisation. Read at their own pricing page on 8 September 2026:

Core, $250 a month. 125 unique prompts, 5 site audits a month, 1 brand workspace, 5 user licenses, and four engines: ChatGPT, Perplexity, Google AI Overviews and Microsoft Copilot. A 7-day free trial opens it.
Enterprise, custom. Nine engines, the Agent Experience Platform, complete site audits, custom prompt and workspace counts, API access and integrations, SAML and OIDC single sign-on, and a dedicated account team.

Read Scrunch's own description of Core before you read anything else on that page. They call it a tier "for teams to evaluate Scrunch, establish AI visibility benchmarks, and prove impact before scaling". That's an unusually straight thing for a vendor to print, and it saves you a discovery call. Core is the trial that costs money. Enterprise is the product.

The Agent Experience Platform is the best idea here

Here's the thing I'd pay for, and I'd rather say so plainly than bury it under a paragraph about where we win. Everyone in this category, us very much included, has spent two years building better mirrors. We tell you what the engines said about you. Scrunch looked at the same problem and noticed that the crawler hitting your site is now a more important visitor than most humans, and that it's being served a page built for a human: navigation it can't use, JavaScript it may not run, marketing copy wrapped around the two sentences it actually needs.

Their answer is the Agent Experience Platform, grouped with Content Delivery, Agent Traffic and Site Diagnostics. Chris Andrew describes it as delivering content "in a format AI agents can read and use, without disrupting the human experience". Two audiences, one URL, different renderings. That's a real architectural position, and of the tools we have read it's the one that treats the fix as a delivery problem rather than a writing problem.

Agent Traffic is the other genuinely strong piece: analysis of AI bot and agent traffic hitting your site. AI referral traffic is hard to see, because referrers get stripped and the visit lands as direct, so your analytics file your most valuable traffic under nothing. Reading the bot side directly is the right architecture for that, it's expensive to build, and we don't ship anything at that depth. We tag AI referrals without cookies and count conversions, which works and is a smaller idea.

The idea that makes Scrunch different from everyone else in the category sits on the side of the line with no published price.

Where it falls short: the line runs through the product

The problem isn't the $250. It's what $250 excludes. On Scrunch's own comparison grid, Core leaves out the Agent Experience Platform, Looker Studio access, query API access, MCP access, CLI access, advanced API access, SAML and OIDC single sign-on, product observability, strategy and review calls, a dedicated account team, and executive reporting. Page optimisations run at one a month and the site map covers 25 pages. Query fan-out is marked limited and content generation is marked basic.

So a buyer at $250 gets the mirror without the hands. They can see how they're cited on four engines and can barely act on it inside the tool. For a company evaluating before a bigger commitment that's a reasonable trade, which is exactly what Scrunch says the tier is for. For a company that thought $250 bought them an AI visibility programme, it's a surprise waiting in month two.

The engine gap is the sharper constraint. Core watches ChatGPT, Perplexity, Google AI Overviews and Copilot. Claude and Gemini are Enterprise. A scan can't find you somewhere it never looked, so a Core customer whose buyers use Claude will read a clean report and draw a conclusion the data can't support. Worth saying that Scrunch isn't unusual here, and we've now read this same shape on three competitors' own pricing pages: Profound puts Claude on Enterprise too, and Peec sells it the same way. We wrote up why that pattern exists in what entry pricing actually buys you.

Want the four-engine question answered before you price anything? Run a free scan and see which of the six engines name you and which name someone else. No card, no call.

Run a free AI visibility scan

What the Sitecore acquisition changes

Scrunch became a Sitecore company on 3 June 2026. Both sides published the same day: Sitecore in a press release, and Chris Andrew on Scrunch's own blog under the headline "Scrunch is now a Sitecore company". He addressed the obvious customer worry directly, writing that "Scrunch isn't going away" and that they'd "continue to operate as a standalone platform, support the customers and partners we serve today, and accelerate our product roadmap". Sitecore CEO Eric Stine framed the logic around buyer behaviour, saying that "AI has changed buyer behavior forever".

Take those commitments at face value, because we've no evidence against them and three months isn't long enough to judge. If you're a Sitecore customer this is straightforwardly good news: the measurement layer and the publishing layer now come from one vendor, which is the integration everybody in this category keeps promising and mostly hasn't built.

Our read, labelled as our read rather than a finding: a point tool inside a digital experience platform tends to follow that platform's buyer, and Sitecore sells to large enterprises. Nothing in the announcement says the $250 tier is going anywhere. If you're buying at the bottom of a ladder whose owner sells at the top, that's a question worth asking on the call rather than assuming either way.

Who should buy it

A large organisation with a substantial content estate, a team to operate the tool, and a genuine need for the delivery half. If you already run Sitecore, start here rather than shopping the category. If you serve a big site to crawlers and suspect they're getting a worse version of it than your customers are, the Agent Experience Platform is the one product we have found in this market aimed squarely at that, and the conversation is worth having even if you end up buying nothing.

Skip it if you're a small B2B firm trying to answer one question: do AI engines recommend me, and what do I do about it. At $250 you'd be buying an evaluation tier that watches four of the engines your buyers use, caps you at one country and 25 crawled pages, and leaves the fix on the other side of a sales call.

Where we fit, and where we don't

We built TofuBofu for the buyer Scrunch's pricing points away from. We query six engines, ChatGPT, Claude, Perplexity, Gemini, Google AI Mode and Bing Copilot, on every plan including the free one, because engine count isn't the thing we meter. Then the product drafts the content the gap calls for, publishes it to your CMS, and re-scans to show whether the answer moved.

Where we don't compete: we've nothing like the Agent Experience Platform, and if serving agents a machine-readable rendering of a large site is your problem, we can't solve it and Scrunch can. Pick on which question is actually yours. If it's "am I invisible to the engines my buyers use, and what do I publish about it", start with a scan. If it's "our site is enormous and the crawlers are getting a bad version of it", go and talk to them.

Frequently asked questions

How much does Scrunch cost?

Read at their own pricing page on 8 September 2026, in the brands view: Core is $250 a month and Enterprise is a custom quote. Core includes 125 unique prompts, 5 site audits a month, 1 brand workspace and 5 user licenses, and it opens with a 7-day free trial. Scrunch describes Core itself as a tier "for teams to evaluate Scrunch, establish AI visibility benchmarks, and prove impact before scaling", so the published price is an evaluation price rather than the price of the whole product.

How many AI engines does Scrunch track?

Four on Core and nine on Enterprise, both listed on their own pricing page. Core covers ChatGPT, Perplexity, Google AI Overviews and Microsoft Copilot. Enterprise adds Claude, Gemini, Meta AI, Google AI Mode and Grok. Engine coverage is one of the things the price ladder sells here, which is the pattern across this whole category rather than something unusual to Scrunch.

Does Scrunch track Claude?

Only on Enterprise. Claude appears in the nine-engine Enterprise list on Scrunch's pricing page and is absent from the four engines listed under Core. Gemini and Google AI Mode sit on the same side of that line. If your buyers ask Claude or Gemini and you are not buying an enterprise contract, the $250 tier will not see those answers at all, and no scan can find you in a place it never looked.

What is the Scrunch Agent Experience Platform?

Their product for serving AI agents a version of your site built for machines to read. Scrunch groups it with Content Delivery, Agent Traffic and Site Diagnostics, and their CEO describes it as "delivering content in a format AI agents can read and use, without disrupting the human experience". It is the most original thing anyone in this category has shipped, because it treats the crawler as the visitor rather than treating the dashboard as the product. On the pricing grid the AXP row is blank for Core and listed for Enterprise.

Is Scrunch still independent after the Sitecore acquisition?

Scrunch became a Sitecore company on 3 June 2026, announced by Sitecore and by Scrunch CEO Chris Andrew the same day. Andrew wrote that "Scrunch isn't going away" and that they would "continue to operate as a standalone platform, support the customers and partners we serve today, and accelerate our product roadmap". That is a clear commitment and we have no evidence against it. Our read, labelled as ours: a point tool inside a digital experience platform tends to drift toward that platform's buyer over time, and Sitecore's buyer is an enterprise.

Who should buy Scrunch?

A large organisation with a big content estate, a team to run it, and ideally an existing Sitecore relationship. Scrunch is built for that shape and does not pretend otherwise: the Enterprise tier carries the API access, the expanded model coverage, the SAML and OIDC single sign-on, the dedicated account team and the Agent Experience Platform. If you are that buyer, the AXP idea alone is worth the conversation, because on our reading of the category nobody else is aiming at the delivery half of the problem.

Who should not buy Scrunch?

A small B2B firm trying to find out whether AI engines recommend it. At $250 a month you get an evaluation tier covering four engines, one country, two languages, three personas, five competitors and a 25-page site map, and the feature that makes Scrunch distinctive is not in it. That says who the tier was priced for rather than anything about the product quality. A founder who wants the answer this month is shopping in the wrong aisle.

Sources and further reading

Scrunch pricing, brands view, read in a browser at source on 8 September 2026: the $250 Core price, the 7-day trial, the four-engine and nine-engine lists, and the full Core versus Enterprise feature grid quoted above
Scrunch: "Scrunch is now a Sitecore company" by CEO Chris Andrew, published 3 June 2026, read at source 8 September 2026: the standalone-platform commitment quoted above
Sitecore: Sitecore acquires Scrunch, 3 June 2026, read at source 8 September 2026: the acquisition announcement, the Eric Stine quote, and the Chris Andrew quote about delivering content in a format AI agents can read