Dun & Bradstreet vs Wiza: Pricing & Fit (2026)
Comparing Dun & Bradstreet vs Wiza is like comparing a commercial truck to a bicycle. Both get you somewhere, but they're built for completely different jobs at completely different price points. D&B Hoovers is an enterprise account intelligence platform with a median contract benchmark of $41,069/year. Wiza is a self-serve email finder that starts free. We've watched teams agonize over this decision when the answer is usually obvious within 30 seconds of looking at the budget line.
30-Second Verdict
Use D&B Hoovers (4.1/5 on G2, 792 reviews) if you need deep firmographic intelligence, org charts, and intent data for enterprise ABM - and you've got $25k+ in annual budget.
Use Wiza (4.5/5 on G2, 1,143 reviews) if you're an individual rep exporting contacts from professional profiles and need a fast, credit-based workflow under $200/mo.
Skip both if you want verified emails and mobiles at scale without contracts or credit friction. Prospeo delivers 98% email accuracy with a 7-day data refresh and starts free - no sales call required.
What Each Tool Actually Does
These tools overlap on exactly one thing: they both surface contact data. Beyond that, they're different products for different buyers.
D&B Hoovers is Dun & Bradstreet's prospecting and account intelligence platform. It covers 272M+ company profiles, 412M+ contacts, and 175+ targeting filters. The core value is firmographic depth - hierarchies, financials, industry codes - with optional intent layers from Bombora and D&B's own visitor intelligence. It's built for enterprise sales and marketing teams running ABM plays, not for reps who just need an email address.
Wiza is a lightweight contact finder built around a Chrome extension (4.8/5 on Chrome Web Store). It claims 850M+ prospects with 40+ data points per record, runs real-time email verification on export, and promises 99%+ deliverability. Job-change monitoring and a prospecting search tool round it out. Built for individual reps and small teams who want contacts fast without a procurement cycle.
Here's the thing: neither tool tries to be the other. The confusion happens because both show up in "B2B data tools" searches, and buyers assume they're interchangeable. They aren't.
Pricing: Real Numbers
This is where the comparison gets stark.
| Tool | Entry price | Typical spend | Overage / contract | Best for |
|---|---|---|---|---|
| D&B Hoovers | ~$5,388/yr (Essentials) | $41,069/yr median | $200-400/user/mo add-ons; annual auto-renew | Enterprise ABM |
| Wiza | $0 (20 emails/mo) | $49-199/mo per user | $0.15/email, $0.35/phone; monthly or annual | SMB reps |
D&B Hoovers uses a dual-credit system where each prospect can burn both company and contact credits - effectively halving your usable volume. In our experience, this catches most buyers off guard. Add API setup ($5k-$15k) and roughly 6% annual renewal increases, and enterprise contracts routinely land in the $25k-$50k range.
Wiza's monthly plans are straightforward, but credits don't roll over. Annual plans ($83/mo or $166/mo) unlock unlimited emails - and on the $166 plan, unlimited phone numbers - but cap exports at 30,000/year. There's also a Team Plan starting at $449/mo billed annually for 3+ users with API access and a dedicated success manager.
Let's be honest: if your average deal size sits below $15k, you almost certainly don't need D&B Hoovers. The firmographic depth is wasted on transactional sales cycles, and you'll spend more time fighting the contract than using the data.
D&B Hoovers costs $41K/year with stale contacts. Wiza caps your credits and charges overages. Prospeo gives you 98% email accuracy, 125M+ verified mobiles, and a 7-day data refresh at ~$0.01/email - no contracts, no sales calls.
Stop overpaying for data that bounces. Start prospecting in 60 seconds.
Data Quality Compared
D&B Hoovers excels at company-level intelligence. Firmographics, hierarchies, financials - that's where the money goes. But contact-level freshness is a recurring pain point. "Outdated/inaccurate contact data" is the most common negative theme in user reviews, and implementation averages a full month. If you're buying Hoovers primarily for emails and phone numbers, you're buying the wrong tool.
Wiza performs real-time verification on export, which helps with email freshness. Reviewers still flag inaccurate data despite the verification layer, but it's solid for small batches. Less reliable at scale, where credit limits frustrate high-volume users who blow through their monthly allocation in the first week.
The consensus on r/sales tends to confirm this split: D&B Hoovers is enterprise-grade and contract-heavy, Wiza is SMB-friendly with credit friction at scale. Neither fully solves the accuracy problem for outbound teams burning through hundreds of contacts per week, which is exactly the gap that tools with weekly data refresh cycles are designed to fill.
Integration Checklist
D&B Hoovers shows its age here. We've seen teams discover these gaps after signing annual contracts - not a fun conversation.
| Integration | D&B Hoovers | Wiza |
|---|---|---|
| Salesforce | ✅ | ✅ |
| HubSpot | ✅ | ✅ |
| Pipedrive | ❌ | ✅ |
| Salesloft | ❌ | - |
| Outreach | ❌ | - |
| Zapier | ❌ | - |
| CSV export | ✅ | ✅ |
| Chrome extension | ❌ | ✅ |
A Third Path Worth Considering
One of our customers, Snyk, had 50 AEs prospecting 4-6 hours per week. After switching, their bounce rate dropped from 35-40% to under 5%, and AE-sourced pipeline jumped 180%. That's the kind of result that comes from fresher data, not more data.
Snyk's 50 AEs cut their bounce rate from 35-40% to under 5% and grew AE-sourced pipeline 180%. The difference wasn't more filters or bigger contracts - it was fresher data refreshed every 7 days, not every 6 weeks.
Get 75 free verified emails monthly and see the accuracy difference yourself.
Final Verdict by Buyer Type
You need enterprise account intelligence and firmographic depth. Go with D&B Hoovers. Budget $25k-$50k/year and plan for a month of implementation. It's the right tool for large ABM programs that need org charts, hierarchies, and intent layered on top.
You're an individual rep exporting under 500 contacts per month. Wiza works. The Chrome extension workflow is fast, pricing is accessible, and the free tier lets you test before committing. Watch the overage costs if you scale up.
You want verified contacts at scale with transparent pricing. Prospeo. 98% email accuracy, 125M+ verified mobiles, weekly data refresh, and pricing that starts free. No contracts, no sales calls, no surprises.
When weighing Dun & Bradstreet vs Wiza, the deciding factor is rarely features. It's budget and team size. Match the tool to the motion you're actually running, not the one you aspire to.
FAQ
Is Dun & Bradstreet the same as D&B Hoovers?
D&B Hoovers is one product within the broader Dun & Bradstreet portfolio - the prospecting and sales intelligence platform comparable to tools like Wiza or ZoomInfo. Other D&B products focus on credit risk, compliance, and master data management.
Is Wiza cheaper than D&B Hoovers?
Dramatically. Wiza starts free and tops out at $199/mo per user on monthly plans, with a Team Plan at $449/mo for 3+ users. Dun & Bradstreet's median contract benchmark is $41,069/year, with Hoovers Essentials often cited around $5,388/year. They aren't in the same pricing universe.
Which tool has more accurate emails?
Wiza has the edge over D&B Hoovers thanks to real-time verification on export. D&B Hoovers draws consistent complaints about stale emails and phone numbers in user reviews - people praise the company intelligence but flag the contact data. Prospeo's 98% accuracy with a 7-day refresh cycle outperforms both on email deliverability.
What's a good alternative if neither tool fits?
Prospeo delivers 98% email accuracy across 143M+ verified addresses with a 7-day refresh cycle. It starts free at 75 emails/month, scales at roughly $0.01/email, and requires no annual contracts - a strong fit for teams that need verified data without enterprise pricing or credit friction.