Persana: Published Prices, Credit Arithmetic, and the Rox Announcement

The first thing on Persana's pricing page is not a price. It is a banner reading "Our next chapter: We're joining forces with Rox", running across the top of the page above every plan on it. Fetched on 15 August 2026.

That belongs at the top of any evaluation of this product, because everything underneath it is a commitment you would be making to a company in the middle of changing hands. The prices are real, they are unusually specific for this category, and they are published by a company that has announced it is being absorbed into another one.

A disclosure before going further. RevenueFlow runs cold outbound as a service and buys data and enrichment for that work, so we are a customer of this category rather than a competitor to it. Everything below comes from Persana's own pricing page as it rendered on 15 August 2026.

What Persana sells

Persana is a prospecting and enrichment platform. Its published pitch is a waterfall across more than one hundred data providers, plus web scraping and an AI research layer, with everything metered through a single credit currency.

The credit definitions are stated plainly, which is the useful part. One credit finds one email. Ten credits find one phone number. Everything else on the platform, including the research agents and the scrapers, draws from the same pool.

That single-currency model is the product's main idea. Rather than buying an email finder, a phone provider, a scraper and an enrichment tool separately and reconciling four sets of usage, you buy credits and spend them on whichever step needs them. The waterfall shape underneath it is the same one described in waterfall enrichment: try providers in sequence until one returns a result, and pay only where a result comes back.

What the plans cost

The pricing page carries a monthly state and an annual state on the same document, with the annual state marked as a 20 percent saving. Both sets of figures are live in the page at once, so it is worth being explicit about which is which.

Free and Starter$0, and $68 a month billed annually

• Free: 50 credits, up to 500 people or companies per search
• Starter: 24,000 credits a year, stated as 24,000 emails or 2,400 phone numbers
• Up to 7,000 people or companies per search
• Credit rollover, email and phone waterfall enrichment
• Web scrapers, research agent, CSV export
• Unlimited users on both

Growth and Pro$151 and $400 a month billed annually

• Growth: 60,000 credits a year, up to 20,000 per search
• Growth adds sequencing integrations, a lookalike finder, your own API key and webhooks
• Pro: 216,000 credits a year, up to 30,000 per search
• Pro adds account-based marketing, CRM integration with HubSpot and Salesforce
• Pro adds job change, hiring and news triggers plus funding data
• Pro caps exports at 10,000

Unlimited and Enterprise$600 a month billed annually, and quote only

• Unlimited: 600,000 credits a year, searches described as unlimited under fair use
• Unlimited adds autopilot agents, email sending, unlimited exports
• Unlimited caps tables at 40 action columns
• The page states unlimited remains subject to terms of service and anti-abuse policies
• Enterprise: custom credits, a full-service AI SDR, dedicated account team
• Enterprise publishes no figure

Two things about that table are worth reading twice.

The word unlimited is qualified on the page itself, which is more honest than most. Unlimited search is described as fair use, unlimited is stated as subject to anti-abuse policies, and the tier still carries a specific annual credit allowance of 600,000. So the plan is unlimited in searching and bounded in extraction, which is a coherent design and not the same thing as unbounded.

And the search caps rise steeply while the credit allowances rise faster. Reading down the tiers, the constraint shifts from how many records you can see to how many you can afford to resolve, which is the right way round for a data product and worth checking against your own pattern of use.

The credit arithmetic

The following is our own arithmetic on Persana's published figures rather than anything the vendor states, and it is illustrative of the shape rather than a quote.

1 creditPer email found

The vendor's own stated definition

10 creditsPer phone number found

The vendor's own stated definition

~$0.03Per email at the Growth plan

Our arithmetic: $151 a month over 60,000 credits a year

~$0.30Per phone number at the same plan

Our arithmetic: the same credit rate at ten credits a number

Those two derived figures are the ones to take to a comparison, and the caveat attached to them is the whole game. They assume every credit spent returns a result. A waterfall that misses returns nothing useful and the question of whether it charged you anyway is the single most important thing to establish about any credit-priced data product. Ask it directly: what happens to a credit on a lookup that finds no email, and what happens on one that finds an address that later bounces.

The related question is verification. An email that is found is not an email that is deliverable, and the two are priced identically by a credit model. Persana publishes bounce checks in its own feature list, and where the verification sits in the sequence matters, because a waterfall that verifies after charging is a different product from one that verifies before. The general shape of that problem is in email verification tools.

The third thing to price is the phone credit, because at ten times the email rate it dominates a mixed budget faster than most people expect. A plan spending its allowance evenly between the two ends up buying roughly one phone number for every ten emails, which is fine if calling is genuinely in your motion and is pure waste if it is not. Decide whether you are buying phone data before choosing a tier, rather than discovering the ratio after a quarter of usage. The same logic applies to the research agents: they draw on the same pool, so a heavy research pass and a heavy extraction pass are competing for one budget rather than running on separate meters.

There is one more line worth reading precisely rather than skimming. The Pro tier caps exports at 10,000 while the tier above describes exports as unlimited, and an export cap is a different constraint from a credit allowance. Credits govern what you can resolve; the export cap governs what you can take out of the platform and use elsewhere. A team whose workflow ends in a CSV handed to a sending tool is constrained by the second number rather than the first, and the two do not move together.

What the Rox announcement changes

An acquisition or merger does not change the software this quarter. It changes the commercial relationship, and it changes it faster than it changes the product.

Buying into an announced transition

• ✓Yes: Which entity the contract is with, and whether that changes at renewal
• ✓Yes: Whether the published plans and credit rates survive the transition, in writing
• ✓Yes: What happens to unspent credits and to credit rollover if the platform changes
• ✓Yes: Whether the integrations you depend on are on the combined roadmap
• ✓Yes: How to export your enriched data, in what format, over what notice period
• ✕No: Buying a longer term for a discount before the transition sequence is published
• ✕No: Assuming a published price is a commitment past the current term

The rollover question is the specific one here, because credit rollover is a published feature of these plans. Credits that carry forward are a balance you hold with a company, and a balance is exactly the kind of thing that gets renegotiated when the company changes.

The export question matters more for an enrichment product than for most software. What you are accumulating is a data asset, and the value of a year of enrichment work sits in the records rather than in the tool. Establish how it leaves while the relationship is uncomplicated.

None of this argues against buying. Plenty of good products get acquired and carry on. It argues for a shorter first term than the annual discount is trying to sell you, and for having the answers before rather than after.

Where it fits in a stack

Persana occupies the enrichment and prospecting layer rather than the sending layer. It integrates with sending tools rather than replacing them, and its own page names sequencing integrations as a Growth-tier feature.

That is the right way to assemble this. Data, enrichment and verification are one job; sending infrastructure is another; and the failure mode of buying an all-in-one is discovering that the half you needed most is the weaker half. How the layers fit together is in the cold email tool stack.

The constraint no enrichment product removes is the one upstream of all of it. A waterfall across a hundred providers will resolve contact details for whatever list you point it at, including a list of the wrong people, and it will do so confidently and at speed. The definition of who you are contacting is a decision rather than a lookup, and it decides the outcome more than any data vendor does, which is the argument in b2b prospecting and the reason a real ICP with the arithmetic attached comes first, as set out in ideal customer profile.

One note on what the model can and cannot supply, because the platform includes an AI research layer. Retrieval and judgement are different jobs. A model summarising a page it has actually been given is doing retrieval, and it is reliable. A model asked for a work email address will return a well-formatted one whether or not it knows it, and that failure is silent. Every figure a research agent produces needs a source you can open, and every contact detail needs to come from a provider rather than from a model, which applies to every product in this category rather than to this one.

The short version

Persana publishes real prices in a category that mostly does not: a free tier, then $68, $151, $400 and $600 a month billed annually, with annual credit allowances of 24,000, 60,000, 216,000 and 600,000 respectively, and a quote-only enterprise tier. The monthly state of the same page shows the entry plan at $85 a month for 2,000 credits a month.

The credit definitions are stated: one credit per email found, ten per phone number. Our arithmetic on the Growth plan puts that at roughly three cents an email and thirty cents a phone number, assuming every credit returns a result, which is the assumption to interrogate first.

The pricing page also carries a banner announcing that the company is joining Rox. That does not make the product worse, and it does make an annual commitment a different decision. Settle the contracting entity, the credit rates, what happens to rolled-over credits, and how your data exports, before the annual discount persuades you to lock a longer term.

Data quality is upstream of everything and downstream of nothing, and no waterfall fixes a list of the wrong people. If you would rather have the whole motion run than assembled, you can see what a campaign would look like for your market.

Pricing and features verified against Persana's own pricing page as of August 2026. Verify current terms with the vendor before relying on them.

Sources: Persana pricing