Improvado vs Windsor.ai (2026): which should you pick?
As of Nov 12, 2026, Windsor.ai grades higher than Improvado: 2.4 against 1.8 out of 4.0.
Checked Nov 12, 2026 · graded Nov 12, 2026 by ToolGPA
Improvado grades higher on features. Windsor.ai grades higher on value for money and the free plan. They get the same grade on ease of use and platforms.
Price, platforms and features side by side. The table says where each price was read and when.
Improvado
Marketing data platform with an AI layer and governance
Windsor.ai
Marketing data connectors for BI tools, sheets and AI
Which one is for you
Pick Improvado if
- Makes sense if you run many sources and need them modeled and governed
- Fits if you want marketing data available to your own AI agents
Look elsewhere if
- Pricey if you are a small team: Starter is $20,000 a year and Growth $41,700
- Skip it if you want a trial or free plan, as the page lists none
- Watch out: both main plans are quoted through a demo request
- Watch out: attribution and Creative Analytics work only with Growth and Enterprise
- Too light for pipelines on the $100 MCP Only plan, which links your AI to data without managed pipelines
Pick Windsor.ai if
- Fits if you want a low-priced feed into Looker Studio
- Works for agencies that connect many client accounts through a shared sign-in link
Look elsewhere if
- Tight if you stay free: after 30 days it is 1 source, 1 account and 30 days of history
- Skip it if you need Tableau directly, as it reaches it through Sheets or a database
- Pricey if you outgrow Basic: Standard is $99, Plus $249 and Professional $499 a month on yearly billing
- Watch out: SSO and white-labeling are Enterprise only and need a quote
How we grade them
| 1.8GPAImprovadoWeak | 2.4GPAWindsor.aiFair | |
|---|---|---|
| Value for money | D$20,000 a year for Starter is about $1,667 a month, against a category middle of $65. The $100 MCP Only plan has no pipelines. | B$19 a month on yearly billing, inside the category's cheaper quarter, which starts at $30. That Basic plan has 3 data sources and daily sync; Standard is $99. |
| Free plan and trial | FNo free plan or trial on the pricing page. | CA 30-day trial with 10 sources, then a Free plan of 1 user, 1 data source, 1 account and 30 days of history. You'll hit that cap quickly. |
| Features | BAll connectors and destinations from Starter, governance rules, MCP and row-based sizing cover the whole job. Multi-touch attribution and Creative Analytics are add-ons. | C350+ sources, unlimited Looker Studio and Power BI syncs and MCP access. But Tableau goes through Sheets or a database, and daily sync is all Basic offers. |
| Ease of use | CNo store rating on record. A platform of this size needs sources connected and modeled. | CNo store rating on record. Picking sources, authorising accounts and setting up destination tasks is setup work. |
| Platforms and integrations | BWeb only, with 1,400+ sources, warehouses, dashboards, AI assistants and SSO on Enterprise. | BWeb only, with Looker Studio, Power BI, Google Sheets, databases and an MCP for AI assistants. No desktop or phone app. |
| Best for | marketing data for large teams and their AI agents | cheap connectors into Looker Studio and Sheets |
The GPA is the average of the five grades: an A is 4 points, an F is none. The full reasons are on each tool's page: Improvado and Windsor.ai. How we grade
Price against what you get
Improvado starts at $100 a month and scores 2.7 out of 4 on features, ease of use and platforms. Windsor.ai starts at $19 a month and scores 2.3.
Improvado scores higher, and starts $81 a month higher: the question is whether the extra is worth that to you. Of the other marketing reporting and call tracking tools on the chart, 1 scores higher than Improvado for less, and none scores higher than Windsor.ai for less.
Features, ease of use and platforms, averaged
What paid plans start at, a month (each step along is roughly double) →
- The best score at each price
- Has a free plan
- No free plan
Where they differ
At a glance
| Improvado | Windsor.ai | |
|---|---|---|
| Pricing | Paid | Free plan |
| Starts at | $100 per month for MCP Only; $20,000 per year and up for Starter | $19 per month, billed annually ($23 billed monthly) |
| Free plan | None | Forever Free plan after the 30-day trial: 1 user, 1 data source and 1 account. |
| Free trial | None listed | 30-day free trial of the Free plan's full feature set |
| Web | ||
| Made by | Improvado | Windsor.ai |
| Price read from | improvado.io | windsor.ai |
| Checked | Nov 12, 2026 | Nov 12, 2026 |
Worth knowing
Improvado
- Starter begins at $20,000 a year and Growth at $41,700; both are quoted through a demo request.
- The $100 MCP Only plan has no managed data pipelines, only a link from your AI assistant to the data.
- Multi-touch attribution and Creative Analytics are add-ons that work only with Growth and Enterprise.
- The pricing page lists no free trial or free plan.
Windsor.ai
- The Free plan drops to 1 source, 1 account and 30 days of history after the 30-day trial.
- Basic is capped at 3 data sources and 5 destination tasks, with a daily sync only.
- Tableau is reached through Google Sheets or a database rather than a direct connection.
- Enterprise features such as SSO and white-labeling need a quote.
Key features
Improvado
- Connectors and destinations
- The company says its catalog covers 1,400+ data sources, and the Starter plan and above include all connectors and destinations.
- MCP for AI assistants
- A knowledge graph, connections and modeling are exposed to AI agents such as Claude and ChatGPT; each plan sets a weekly MCP action cap.
- Marketing data governance
- Governance rules (3 on Starter, 10 to 25 on Growth, 100 on Enterprise) check things like naming conventions across campaigns.
- Advanced analytics add-ons
- Multi-touch attribution, media mix modeling and incrementality testing are bundles for Growth and Enterprise; Creative Analytics is an add-on.
- Row-based sizing
- Plans are sized by unique rows loaded a year, from 2M on MCP Only to 1B on Enterprise, with sync from daily to custom.
Windsor.ai
- 350+ data sources
- Plans let you pick any of the listed data sources; the plan caps how many you use and how many accounts are connected across them.
- BI and warehouse destinations
- Syncs to Looker Studio and Power BI without a limit, to Google Sheets and databases through destination tasks, with Tableau via Sheets or a database.
- MCP for AI analysis
- Every plan includes access to the Windsor MCP so AI assistants such as Claude can query the connected data.
- Scheduled syncs
- Destination tasks refresh daily on lower plans, hourly from Standard, and every 15 minutes on Professional and above.
- External authentication
- Clients can connect their own accounts through a shared authorization link, which suits agency work.
Plans
Improvado
MCP Only$100
per month
Connects your own AI assistant to your marketing data: 2M rows a year, daily sync, 300 MCP actions a week, 1 workspace.
Starter$20,000
per year and up
All connectors and destinations, 20M rows a year, 20 actions a day, 400 MCP actions a week and 1 workspace.
Growth$41,700
per year and up
60M to 200M rows a year, up to 10 workspaces, 40 to 90 actions a day, premium customer support and add-on bundles.
EnterpriseCustom
1B rows a year, unlimited workspaces, SSO (Azure, Okta), professional services and advanced analytics bundles up to MMM and incrementality.
Windsor.ai
Free$0
30-day trial with 10 sources and 15 accounts, then 1 user, 1 data source and 1 account; 30 days of history.
Basic$19
per month, billed annually ($23 billed monthly)
Unlimited users, 3 data sources, 75 accounts, unlimited BI syncs and 5 destination tasks with daily sync.
Standard$99
per month, billed annually ($118 billed monthly)
7 data sources, 75 accounts, unlimited destination tasks and hourly or daily sync.
Plus$249
per month, billed annually ($299 billed monthly)
Everything in Standard with 10 data sources and 200 accounts.
Professional$499
per month, billed annually ($598 billed monthly)
14 data sources, 500 accounts, auto-add of accounts for agencies and sync as often as every 15 minutes.
EnterpriseCustom
Up to 200 data sources and 50,000 accounts, SSO, white-labeling, invoice payment and custom connector development.
Ways to pay less
Improvado
No public discounts listed.
Windsor.ai
- Annual discount
Lower monthly price on yearly billing
The pricing page shows each paid plan cheaper on the Annually toggle, for example $19 against $23 for Basic and $99 against $118 for Standard.
Common questions
Which is cheaper, Improvado or Windsor.ai?
As of Nov 12, 2026, Windsor.ai is cheaper to start with: $19 a month, against $100 a month for Improvado. Improvado starts at $100 per month for MCP Only; $20,000 per year and up for Starter, and Windsor.ai starts at $19 per month, billed annually ($23 billed monthly).
Which has a free plan, Improvado or Windsor.ai?
As of Nov 12, 2026, only Windsor.ai has a free plan. Improvado does not.
More comparisons
How this page was made
- The verdict at the top follows a fixed rule. When both tools are in the same category and either is in our top three for it, the verdict follows that ranking: the higher-placed tool is our pick. The top three weigh who each tool suits as well as its grades, so a pick can go against the GPA. Otherwise the page does not pick one and says which grades higher: the higher GPA first; on a tie, the one with a free plan, then the one that starts cheaper in dollars a month, counted the same way for both; if they are still level, what the choice depends on.
- The grades are our own, from each tool’s review or report card. The GPA is their average.
- Prices, plans and platforms come from each tool’s listing. The table above says where each price was read and when.
- The differences and the answers to the questions are worked out from those listings.