Prowly vs Roxhill in 2026: AI-cited media discovery vs UK spokesperson analytics
One publishes its pricing and layers an AI-citation signal onto a journalist database. The other keeps cost behind a demo call and built its edge around UK press depth and spokesperson share of voice.
Prowly
Roxhill- Prowly publishes pricing at $149 to $279 a month; Roxhill requires a demo call before disclosing any cost.
- Prowly's AI-Cited Media Database flags outlets that LLMs reference; Roxhill has no comparable AI-citation feature.
- Roxhill's spokespeople analytics tracks share of voice for named executives against competitors, a module Prowly does not offer.
- Roxhill includes press release distribution built into the platform; Prowly's AI tools draft releases but do not distribute them.
- Neither tool has a published API for pulling media data into CRM or reporting systems.
- Prowly offers a 7-day trial, though outbound email is blocked during it; Roxhill has no free trial or free tier at all.
- Roxhill's database depth is strongest in UK national, regional, and trade press; its own materials describe thinner North American and APAC coverage.
Prowly and Roxhill both sell into the same buyer, a PR or comms team that wants a journalist database plus monitoring, but they compete on different strengths. Prowly publishes its pricing, now $149 to $279 a month through the Semrush AI PR Toolkit, and its AI-Cited Media Database flags outlets that large language models actually reference. Roxhill will not tell you what it costs until you book a demo, but it counters with genuine UK press depth and a spokespeople analytics module that tracks how your executives are covered against named competitors. Neither has an API, so the real decision is whether AI-citation discovery or UK-specific measurement depth matters more to your program.
The tools at a glance
Prowly
AI-powered PR platform for media outreach, journalist discovery, and media monitoring, now part of Semrush.
Prowly runs as the Semrush AI PR Toolkit now, with new sign-ups going through Semrush rather than a standalone Prowly account. The core is a database of over 600,000 journalist and outlet profiles, searchable by keyword, location, and audience data, paired with AI tools that draft pitch emails and press releases from a campaign brief.
The AI-Cited Media Database is the feature that separates it from a generic press list: it filters journalists and outlets by whether large language models cite them when answering questions, which Roxhill has nothing resembling. Media Monitoring adds AI summaries and audience demographics on your coverage, though it only ships on the $279/month Pro plan, not the $149 Base tier.
Where Prowly wins against Roxhill is transparency and access: you can see the price before you sign up, and a 7-day trial exists, even if outbound sending is blocked during it. What it lacks is Roxhill's spokesperson measurement and built-in press release distribution, and its journalist depth is not calibrated to any single region the way Roxhill is to the UK.
| Feature | Base $149/mo | Pro $279/mo |
|---|---|---|
| AI-Cited Media Database | ✓ | ✓ |
| 600,000+ journalist profiles | ✓ | ✓ |
| AI pitch and press release writing | ✓ | ✓ |
| Media Monitoring | ✗ | ✓ |
| Journalist CRM | ✓ | ✓ |
| Free trial | 7 days | 7 days |
Roxhill
Media intelligence platform for UK and global PR with journalist database, media monitoring, and spokespeople analytics
Roxhill is built for PR and comms professionals working UK media specifically, with journalist profiles updated as reporters move outlets or change beats. That editorial intelligence, tracking who moved where and what they cover now, is maintained rather than purely crawled, which shows up in contact accuracy Prowly does not specifically claim to match.
Spokespeople analytics is the feature Prowly has nothing like: it compares how your named executives are covered against competitor spokespeople in share-of-voice terms and surfaces journalists writing about your sector who have not yet quoted your experts. Press release distribution and smart folders for organizing monitoring by client or campaign round out a platform built as complete media relations infrastructure rather than a single-purpose tool.
The cost of that depth is opacity and friction. Pricing is not published anywhere, both tiers are "Contact for pricing," there is no free trial, and no API exists for pulling data out. For teams running UK-heavy programs and willing to sit through a sales call, the trade-off is worth it; for teams that want to compare cost before engaging, it is a real barrier next to Prowly's published rates.
| Feature | Professional Contact for pricing | Enterprise Contact for pricing |
|---|---|---|
| Journalist database access | ✓ | ✓ |
| Media monitoring | ✓ | ✓ |
| Spokespeople analytics | ✓ | ✓ |
| Press release distribution | ✓ | ✓ |
| Bespoke reports (managed) | Add-on | ✓ |
| API access | ✗ | ✗ |
Head-to-head feature comparison
| Feature | Prowly | Roxhill |
|---|---|---|
| Pricing transparency | Published ($149-$279/mo) | Not published (demo required) |
| AI-cited media / LLM citation tracking | Yes (AI-Cited Media Database) | No |
| Spokespeople / share-of-voice analytics | No | Yes |
| Media monitoring | Yes (Pro plan only) | Yes (all plans) |
| Smart folders for organizing coverage | No | Yes |
| Press release distribution | Not specified | Yes |
| AI-drafted pitches or press releases | Yes | No |
| Journalist CRM | Yes | No |
| Editorial intelligence (journalist moves/beat changes) | No | Yes |
| Bespoke reports (managed service) | No | Add-on (Professional), included (Enterprise) |
| API access | No | No |
| Free trial | 7 days (outbound email blocked) | None |
| Geographic depth | Not geography-limited in published materials | UK-focused, thinner North American and APAC coverage |
| Starting price | $149/mo | Contact for pricing |
Considering AI Peekaboo alongside Prowly and Roxhill?
Prowly's AI-Cited Media Database is the only AI-citation feature between these two tools, and it only ships inside the $149-plus-per-month Semrush bundle with no API attached. Roxhill has no AI-visibility angle at all; its analytics measure traditional share of voice, not what large language models cite. AI Peekaboo tracks brand mentions and citation share across ChatGPT, Gemini, and Perplexity directly and continuously, with a read and write API on every plan starting at $50 a month, plus white-label delivery for agencies running the same tracking across multiple clients.
Read the AI Peekaboo review →Which should you choose?
RoxhillProwlyRoxhillProwlyRoxhillProwlyProwlyFor UK-heavy programs, Roxhill's press depth and spokesperson analytics outweigh what Prowly offers, and teams in that position are used to sales-led pricing anyway. For teams outside the UK, or anyone who wants to see a number before a sales call, Prowly's published cost and AI-Cited Media Database make it the easier tool to actually evaluate and buy.
Bottom line
Book the Roxhill demo if your program is UK-centric and you need spokesperson share-of-voice data against named competitors, accepting you won't see a price until the call ends. Go with Prowly if you want the cost up front, a 600,000-profile database, and the AI-Cited Media signal layered on top, even though that now means buying through Semrush. Neither hands you an API, so if programmatic data access is the priority, look past both.
Frequently asked questions
Which costs more, Prowly or Roxhill?
Prowly is the only one of the two with published pricing, $149 a month for Base and $279 a month for Pro through the Semrush AI PR Toolkit. Roxhill does not publish pricing at all, so you cannot compare actual cost without booking a demo, though having both Professional and Enterprise tiers suggests it is priced to match or exceed Prowly's Pro plan for larger programs.
Does Roxhill have anything similar to Prowly's AI-Cited Media Database?
No, Roxhill has no documented feature for identifying which outlets large language models cite in AI-generated answers. Its differentiator is spokespeople analytics, comparing how your executives are covered against named competitors, which measures something different than an AI-citation signal.
Is Roxhill only useful for UK PR programs?
Roxhill's strongest database depth is in UK national, regional, and trade press, and its own product materials describe thinner North American and APAC media coverage. It accepts international clients, but a US or Asia-focused program would likely find its journalist depth weaker than a global database like Prowly's.
Can I try Prowly or Roxhill before paying?
Prowly offers a 7-day free trial, though outbound email sending is blocked during that period so you cannot fully test deliverability. Roxhill has no free trial or free tier of any kind; evaluation happens entirely through a sales demo.
Does either Prowly or Roxhill include press release distribution?
Roxhill includes press release distribution directly in the platform, letting you send releases to targeted journalist lists without a separate service. Prowly's AI tools draft press releases and pitch emails but its published feature list does not describe a distribution capability on top of that drafting.
Which tool has an API for custom integrations, Prowly or Roxhill?
Neither Prowly nor Roxhill has an API. Prowly's Semrush AI PR Toolkit listing does not mention API access, and Roxhill explicitly states it has no API, meaning both require manual export or in-platform workflows rather than automated data pulls into a CRM or BI tool.