HG Insights

What it is

HG Insights is a B2B data company best known for technographics: which companies run which software and hardware, and how much they spend on IT and cloud. Its buyers are mostly technology vendors. HG says more than two-thirds of Fortune 500 technology companies are customers.

Over 2025 HG bought two companies that many RevOps teams used on their own. TrustRadius, the B2B review site, closed in June 2025. MadKudu, the account and lead scoring tool, closed in August 2025. On October 6, 2026 HG put everything under one name, the Contextual Intelligence Platform. It has five parts:

• Fabric: the data layer. It holds firmographics, hierarchies, technographics, IT spend, funding and M&A data, contacts, and a new “Momentum” signal that shows whether a vendor is gaining or losing ground at an account. Fabric can be licensed on its own by API or direct feed.
• HG Copilots: Market Analyzer (territory and market sizing), Data Studio (list building and exports) and Sales Copilot. Sales Copilot is the old MadKudu product. Its Fit, Need and Intent scores carry over.
• HG Agents: research, signal-monitoring and outreach-drafting agents, reachable from Slack, Teams or the HG interface.
• HG MCP Server: lets Claude, ChatGPT or your own agents query HG data, TrustRadius reviews, SEC filings and federal contract data, with results traced to source.
• Customer Voice, powered by TrustRadius: review collection, AI-search visibility monitoring and the downstream intent that TrustRadius buyers generate. TrustRadius still runs as a buyer-facing review site.

Why it shows up in RevOps stacks

The question this page answers: MadKudu and TrustRadius got absorbed, so what are you actually buying from HG now, and how does it compare with 6sense or Bombora?

You are buying install-base data first. Topic intent tells you a company is reading about a category. HG tells you a company already runs a named competitor’s product, how many installs it has, and roughly what it spends in that category. For a software vendor building a displacement play (“every account on Competitor X with more than 1,000 employees”), that list is the starting point, and HG has the longest history in it. HG claims 640M+ installs tracked over 15+ years. These are vendor figures, and HG’s own pages have quoted lower counts in the past year, so treat them as directional.

MadKudu customers are now HG customers. If you ran MadKudu for scoring, your renewal is with HG, the product is Sales Copilot, and the login has moved to an HG domain. The scoring logic is the same. The contract terms are not.

Pricing reality

HG publishes plan structure but no price list on its pricing page. The launch release says Copilot modules start at $22,000. A third-party review that read HG’s pricing material reports Starter from $22,000 a year (8,000 credits, 5 seats) and Growth from $45,000 a year (19,000 credits, 10 seats, premium signals). Enterprise is custom.

• Credits decide your real cost. HG’s pricing page says one company record with firmographics and hierarchy costs 0.1 credits. One buyer-intent data point costs 3 credits, 30 times as much. Pulling one intent point on 20,000 accounts takes 60,000 credits, far past the Growth allowance. Credits release monthly, and at most 20% of a month’s unused credits roll over.
• Standard term is two years. A one-year term costs more (reported at about 10% more). There is no free trial or pilot plan.
• What teams pay: Vendr data, as quoted in the same review, shows a median of about $90,000 a year across 46 purchases, with a range of roughly $31,000 to $173,000. Most buyers sit well above the Starter floor because they buy more than one module or license Fabric data.

Best for

A RevOps or market-planning leader at a B2B technology vendor with 200+ employees who needs install-base and IT-spend data to size territories, find accounts running a named competitor, and score them in Salesforce. The scoped case where HG wins outright: building a competitive displacement list with spend estimates, then routing it to reps with a Fit score attached.

Not for

Companies that don’t sell technology. HG’s depth is in tech install data, and reviewers report thin coverage for small companies and non-tech verticals. Also skip it if you need a cheap contact database for outbound volume; HG’s contacts come from enrichment, and you will pay credit rates for them. And skip it if a two-year commitment without a trial is a non-starter for your finance team.

Versus the alternatives

• ZoomInfo: the market-share leader in B2B data. It bundles contacts, technographics and intent in one subscription. Pick ZoomInfo when contacts and outbound volume come first and technographics are a filter. Pick HG when install counts and IT spend are the core of the use case. See ZoomInfo.
• 6sense: the leading ABM platform. Pick 6sense for predictive buying stages, ads and orchestration across intent sources. Pick HG when you need to know what an account runs, not just what it reads. Some teams load HG data into 6sense. See 6sense.
• Bombora: the wholesale topic-intent feed. Pick Bombora for broad category surge across your whole account list. HG lists Bombora as a partner, and the two answer different questions. See Bombora.
• Sumble: the fastest-growing technographic entrant we cover. It infers tech stacks from job posts and other public signals, with a free plan and Pro at $99 per user per month. Pick Sumble when you need technographic filters on accounts and can live without IT-spend estimates or a scoring layer. See Sumble.
• Demandbase also bundles technographics into its ABM suite. Pick it if you are already buying ABM ads and want one vendor. See Demandbase.

Watch-outs

• The platform is still several products. On November 6, 2026 HG’s site still listed five separate logins: HG Copilots, Legacy Sales Copilot, AI Sales Copilot, Cloud Dynamics and the TrustRadius Vendor Portal. Guard: ask which login each of your users will need on day one, and put the consolidation date in writing if it matters to your rollout.
• Intent data burns credits fast. Guard: before signing, model your monthly pulls by data type (firmographic, technographic, intent) and convert them to credits using HG’s published rates. Size the plan to that number, not to seat count.
• Coverage claims are vendor-stated. Company counts on HG pages differ by date and page. Guard: send HG a list of 500 of your own accounts, including small ones, and score the match rate and install accuracy against what your reps know before you commit to two years.
• MadKudu renewals change shape. Guard: if you are a MadKudu customer, get the Sales Copilot quote, term and credit allowance in writing before your old contract ends. Compare it against a standalone scoring option before you let it auto-renew.

Related: technographic data explains how install-base data is collected and where it goes wrong. Intent data separates first-party intent from third-party feeds like Bombora and TrustRadius.