In short: EnrichLoops prices company enrichment at $0.01 per record, so enriching 1,000 free-tier signups costs $10. The established vendors charge closer to $0.10 for the same lookup, which is why most PLG teams still ration enrichment to the signups that already look promising. At a cent a record, that filter costs you more in lost signal than it saves you in spend.
Most PLG teams enrich a slice of their signups. Usually the slice that already looks promising: a work email on a domain that isn't gmail.com, an account that made it past day three, a company name that rings a bell. Everyone else sits in the CRM as a row with an email address and nothing else.
That filter isn't a strategy. It's a workaround for enrichment pricing that never made sense at signup volume. Once you look at the actual cost of enriching every signup against what you already spent to get them, rationing enrichment stops looking careful and starts looking like leaving money on the table.
The math nobody runs
Start with what a free signup already costs you. OpenView's 2025 PLG Economics report puts the average freemium SaaS company's blended acquisition cost (content, paid, partnerships) at around $38 per free signup. Freemium conversion sits low, typically 2-5% depending on the product, with Amplitude's 2025 benchmark putting the median around 3.1%. Do that math and you're looking at roughly $1,226 in acquisition spend for every paying customer, before a single sales-assisted touch.
Now put enrichment cost next to that. Company-level firmographic data (headcount, industry, funding stage, the fields that actually drive a PQL score) prices well under person-level data like verified emails or mobile numbers, which need constant re-verification and cost accordingly. Company data is the cheap half of the enrichment stack, not the expensive half.
Published rate cards across the established enrichment vendors put a single company lookup around $0.10. EnrichLoops charges $0.01.
Run 1,000 signups through EnrichLoops and you spend $10. You already spent $38,000 acquiring them. You would have to enrich the same signup 3,800 times before enrichment cost what acquisition cost once.
At the incumbent rate those same 1,000 signups cost $100. Both numbers look small at 1,000. Run 100,000 signups a year and it's $1,000 against $10,000, and that's the point where teams stop enriching everyone and start writing filters.
Why teams ration it anyway
If the math is this lopsided, why does everyone still filter? Because most enrichment vendors bundle company and person data into one blended price, built for outbound teams enriching a few hundred contacts a month, not product teams enriching thousands of signups. Pay for the bundle and firmographics alone look expensive, even though the person-level lookups are doing most of the damage to the bill.
So teams write rules instead: skip free email domains, wait for activity before spending a credit, only enrich accounts that already look big. Every one of those rules throws away signal on exactly the accounts you'd want to catch early. Unlike Clay, where you're often paying for a waterfall built to chase hard-to-find contact data, company-level enrichment doesn't need that machinery. It's one lookup, one record, cheap enough to run on everyone.
What full-funnel enrichment actually takes
The implementation isn't complicated. It's a matter of moving the enrichment call from "after someone reviews the lead" to "the moment they sign up."
1. Trigger enrichment at signup, not in a review queue.
One call on the signup event returns the firmographic record: industry, headcount band, location, and the rest of the fields your scoring model needs. It resolves in the same request cycle as the signup itself. No batch job, no manual review, no delay before the record is scoreable.
2. Score it immediately.
Feed the response straight into your PQL logic. A signup with 200+ employees and a recent funding round routes differently than a solo developer testing the free tier, and now you know which is which before the welcome email sends.
3. Backfill what's already sitting in your CRM.
Every signup you didn't enrich under the old rules is still enrichable. Run the same endpoint against your existing account list in a nightly batch job and close the gap in one pass instead of waiting for those accounts to re-engage.
4. Route on a threshold, not a hunch.
Set the score band that sends a record to sales, into a lifecycle sequence, or nowhere at all. An enriched-but-unrouted record is just a more expensive unenriched one.
EnrichLoops gives you 100 enrichments a month on the free tier, then $0.01 a record after that. Test the whole loop before you commit to volume, self-serve, no sales call.
Checklist
- Pull your current enrichment coverage: what percent of signups actually get enriched today
- Get the real cost-per-record for company-only data, not the vendor's blended contact + company price
- Put that number next to your CAC and use it to make the case, not "richer data" or other vague claims
- Move the enrichment call to the signup event itself
- Backfill existing unenriched accounts in a batch job
- Set PQL thresholds and route automatically, don't let enriched records pile up unrouted
FAQ
How much does it cost to enrich every free-tier signup?
EnrichLoops charges $0.01 per company record, so enriching 1,000 signups costs $10. The established vendors price the same lookup closer to $0.10, putting those 1,000 signups at $100. Either number is small against acquisition cost. The gap is what makes enriching 100% of signups viable instead of theoretical.
Why do most PLG teams only enrich a fraction of their signups?
Most enrichment vendors bundle expensive person-level data (verified emails, phone numbers) together with cheaper company-level data into one blended price. That makes firmographics alone look more expensive than they actually are.
What firmographic fields matter most for PQL scoring?
Employee count, industry, and funding stage are the three fields that most directly predict fit, and all three come from company-level enrichment alone. No person-level lookup is required.
Is company-level enrichment cheaper than person-level enrichment?
Yes. Company data doesn't need continuous re-verification the way emails and phone numbers do, so it typically prices at a third to a half of person-level lookups on the same vendor's rate card.
Try it on your own signups
The fastest way to see whether this changes your funnel is to run it against real data. Grab an API key with GitHub or Google, no sales call, and enrich your next 100 signups on the free tier.