Firmable vs Lusha
Firmable is listed under Autonomous B2B Sales Agents & AI BDRs and Lusha under Lead Enrichment & Waterfall Orchestration, and both have been fact-checked by a named editor. This page lines up their structured data and quotes each review’s limitations and pricing notes; it does not pick a winner.
Firmable
AI-native B2B sales intelligence and autonomous pipeline development platform integrating regional company data registries directly into modern LLM.
Pricing: From $55/mo · Autonomy: L3 · Conditional automation · Moat: 4.2/5.0 (Proprietary moat)
Target fit: B2B Sales Leaders, SDR/BDR Teams, Revenue Operations (RevOps) (Web SaaS)
Lusha
B2B intelligence platform delivering verified direct dials, work emails, and firmographic enrichment via browser extensions, APIs, and AI integrations.
Pricing: Free plan · $0/mo · Enterprise plan · Autonomy: L2 · Workflow copilot · Moat: 4.4/5.0 (Proprietary moat (category leader))
Target fit: B2B SaaS, DTC / eCommerce, Enterprise Brands (Browser Extension)
How Firmable and Lusha differ
- Firmable is listed under Autonomous B2B Sales Agents & AI BDRs; Lusha under Lead Enrichment & Waterfall Orchestration.
- Pricing model: Firmable is subscription, Lusha is freemium.
- Lusha has a free plan; none is recorded for Firmable.
- AI autonomy: Firmable is rated L3 · Conditional automation, Lusha L2 · Workflow copilot on the MarTechRadar scale.
- Moat tier: Lusha is rated Proprietary moat (category leader), Firmable Proprietary moat.
- Delivery: Firmable is a Web SaaS product; Lusha is a Browser Extension product.
- Lusha was founded earlier (2016) than Firmable (2023).
- Headquarters: Firmable in Melbourne, Lusha in Tel Aviv, Israel.
- Audience: Firmable targets B2B Sales Leaders, SDR/BDR Teams, Revenue Operations (RevOps); Lusha targets B2B SaaS, DTC / eCommerce, Enterprise Brands.
Computed from the fields below. Only editor-verified ratings and vendor-sourced prices are compared.
Side-by-side facts
| Field | Firmable | Lusha |
|---|---|---|
| Subtrack | Autonomous B2B Sales Agents & AI BDRs | Lead Enrichment & Waterfall Orchestration |
| Pricing | From $55/mo | Free plan · $0/mo · Enterprise plan |
| Pricing model | Subscription | Freemium |
| Free access | No free plan disclosed | Free plan |
| Enterprise plan | Not recorded | Yes |
| AI autonomy level | L3 · Conditional automation | L2 · Workflow copilot |
| Moat tier | Proprietary moat | Proprietary moat (category leader) |
| Delivery | Web SaaS | Browser Extension |
| Audience | B2B Sales Leaders, SDR/BDR Teams, Revenue Operations (RevOps) | B2B SaaS, DTC / eCommerce, Enterprise Brands |
| Headquarters | Melbourne | Tel Aviv, Israel |
| Fact-checked | Jagmeet Sine, Oct 12, 2026 | Jiacky Lee, Oct 4, 2026 |
Firmable vs Lusha: TCO & constraint stress test
Test how both tools behave under your team size, monthly budget ceiling, CRM ecosystem, and governance guardrails.
Firmable
Low Procurement Risk · Strong Fit- Published Self-Serve Entry Floor: Firmable publishes a transparent entry point (From $55/mo) for initial validation before committing.
- Tier Fit for 5-Seat Scale: Teams ($75/mo): Perfect for small teams looking to scale up their growth
- Primary Operational Bottleneck: Regional Data Skew: While registry coverage is dense across Australia, Canada, and the United States, coverage degrades significantly in non-English emerging markets where public corporate filings lack standardized machine-readable interfaces.
Walk-Away Rule: Walk away if your workflow requires uncapped enterprise volume on the From $55/mo entry plan without upgrading tiers.
Negotiation Lever: Validate exact quota thresholds (seats, credits, or API calls) included in Firmable's From $55/mo tier before converting from monthly to annual billing.
Lusha
Conditional Fit · Contract & Stack Caveats- Opaque Enterprise Quoting vs. SMB/Mid-Market Budget: Lusha does not disclose a public self-serve floor (Free plan · $0/mo · Enterprise plan). Buyers with a $800/mo cap face high sales-qualification friction.
- Published Self-Serve Entry Floor: Lusha publishes a transparent entry point (Free plan · $0/mo · Enterprise plan) with a free tier for initial validation before committing.
- Tier Fit for 5-Seat Scale: Entry / Starter ($37/mo): Verified $37/mo published rate on vendor pricing schedule.
- Primary Operational Bottleneck: Direct-Dial Decay: Mobile number accuracy degrades rapidly in volatile turnover sectors, requiring manual validation when contact records drift past thirty-day refresh cycles.
Walk-Away Rule: Walk away if your workflow requires uncapped enterprise volume on the Free plan · $0/mo · Enterprise plan entry plan without upgrading tiers.
Negotiation Lever: Validate exact quota thresholds (seats, credits, or API calls) included in Lusha's Free plan · $0/mo · Enterprise plan tier before converting from monthly to annual billing.
Limitations
Firmable
Operational considerations and platform boundaries include: Regional Data Skew: While registry coverage is dense across Australia, Canada, and the United States, coverage degrades significantly in non-English emerging markets where public corporate filings lack standardized machine-readable interfaces.Full limitations in the Firmable review
Lusha
Operational considerations and platform boundaries include: Direct-Dial Decay: Mobile number accuracy degrades rapidly in volatile turnover sectors, requiring manual validation when contact records drift past thirty-day refresh cycles.Full limitations in the Lusha review
Pricing notes
Firmable: From $55/mo
Commercial access is structured via tiered self-serve subscriptions alongside custom commercial agreements. Public self-serve tiers start from $55/month for individual operators, providing basic export allowances and verified contact credits.Pricing details in the Firmable review
Lusha: Free plan · $0/mo · Enterprise plan
The commercial framework employs credit-metered licensing based on contact reveals and export quotas. Lusha provides a permanent entry tier starting at $0 per month for basic individual evaluation with restricted monthly credits.Pricing details in the Lusha review
Frequently asked questions: Firmable vs Lusha
How does Firmable pricing compare to Lusha in 2026?
Firmable is listed at From $55/mo (subscription, no free plan disclosed), whereas Lusha is listed at Free plan · $0/mo · Enterprise plan (freemium, free plan).
How do Firmable and Lusha compare on AI autonomy and moat depth?
On the MarTechRadar L1–L5 scale, Firmable is rated L3 · Conditional automation with a Proprietary moat moat (4.2/5.0), while Lusha is rated L2 · Workflow copilot with a Proprietary moat (category leader) moat (4.4/5.0).
Which teams are Firmable and Lusha built for?
Firmable is a Web SaaS product in Autonomous B2B Sales Agents & AI BDRs designed for B2B Sales Leaders, SDR/BDR Teams, Revenue Operations (RevOps). Lusha is a Browser Extension product in Lead Enrichment & Waterfall Orchestration designed for B2B SaaS, DTC / eCommerce, Enterprise Brands.
What are the main limitations of Firmable vs Lusha?
For Firmable: Operational considerations and platform boundaries include: Regional Data Skew: While registry coverage is dense across Australia, Canada, and the United States, coverage degrades significantly in non-English emerging markets where public corporate filings lack standardized machine-readable interfaces. For Lusha: Operational considerations and platform boundaries include: Direct-Dial Decay: Mobile number accuracy degrades rapidly in volatile turnover sectors, requiring manual validation when contact records drift past thirty-day refresh cycles.
Excerpts are quoted verbatim from each fact-checked review. Last updated Oct 12, 2026.