Kaspr vs Market Location: A Fishing Rod vs a Fish Market
A RevOps lead asked us last month whether Kaspr or Market Location was "better." They were hiring three SDRs in the UK and wanted a contact list plus a browser extension in one tool. It took about ten seconds to realize they'd been comparing a fishing rod to a fish market.
Kaspr is a Chrome extension that reveals contact details from professional profiles one at a time. Market Location ships you an entire UK business database on a platter. They overlap on "B2B data," but they're not in the same buying category. GCL's B2B blog groups Market Location alongside broadline providers like Companies House and D&B - companies that sell UK corporate coverage and TAM data. Kaspr sits in the "tech platform / contact data" bucket alongside tools like Lusha and Apollo. Different shelf, different buyer.
30-Second Verdict
- Pick Kaspr if you're an SDR prospecting European professional profiles from a browser tab and want per-reveal credits.
- Pick Market Location if you need a verified UK business universe for telemarketing, direct mail, or dataset licensing.
What Each Tool Actually Does
Kaspr
Use this if you're a European-focused SDR who lives in a browser tab and wants phone numbers and emails revealed in real time. Kaspr's Chrome extension sits on top of professional profiles and pulls contact data powered by its parent company Cognism's infrastructure - checked against 120 sources when you request contact info. The profile-led workflow also supports bulk extraction from search results, events, and groups, plus CSV enrichment for existing lists.
The credit system is straightforward. Starter gets you 1,200 phone credits per year, Business bumps that to 2,400. Pricing runs $0 (free tier) / $49 / $79 / custom per user per month on annual billing. A nice detail: if a phone number isn't found, you don't burn a credit.
Here's the thing, though - do the math at scale. Five SDRs each burning 200 phone reveals a month is 12,000 credits a year, which is the entire Business plan allocation. You'll be buying add-on packs by Q3. And if you're prospecting outside Europe, Kaspr's accuracy drops noticeably. It's not built for that.
If you're building a broader outbound stack, start with a shortlist of SDR tools and then map where a browser extension actually fits.
Market Location
Use this if you need a telephone-verified UK business database for outbound calling campaigns, direct mail, or data licensing. Market Location has been trading for 50+ years with a 70-seat UK call centre making 12,000 calls daily. Their universe covers 1.7M UK businesses, 1.5M contacts, and 800K emails - with 95% telephone connectivity and 96% email delivery rates.
What sets them apart from static databases is the refresh cadence. The team makes 300,000 update calls monthly, changes are applied within 24 hours, and every business in the database is contacted at least once every 12 months. That's a level of telephone verification no Chrome extension can replicate. The Bizi platform handles segmentation across 130 data fields, and custom lists can be delivered within 48 hours.
Skip this if you want self-serve access, a Chrome extension, or anything outside the UK. Pricing is quote-based; expect mid-four to five figures annually depending on volume and fields. We couldn't find any G2 or Capterra reviews during our research, which makes independent validation difficult. There's also a GDPR subreddit thread from someone annoyed by a Market Location Article 14 notice - expect legitimate-interest outreach to trigger objections from some prospects.
If you're planning to run physical outreach alongside calling, see our guide to direct mail for lead generation.
Kaspr's credits run dry by Q3. Market Location locks you into the UK. Prospeo gives you 300M+ profiles, 143M+ verified emails at 98% accuracy, and 125M+ mobile numbers across every geography - refreshed every 7 days, not every 12 months.
Stop choosing between a fishing rod and a fish market. Get the ocean.
Side-by-Side Comparison
These tools sell fundamentally different "units" - Kaspr charges per credit reveal, Market Location licenses entire datasets. This table is intentionally uneven. Use it to sanity-check fit, not to score features head-to-head.
| Dimension | Kaspr | Market Location | Winner |
|---|---|---|---|
| Database size | Cognism-powered (undisclosed) | 1.7M UK businesses | Market Location (UK depth) |
| Geography | Europe-focused | UK only | Kaspr (broader) |
| Data source | Professional profiles + Cognism infra | 70-seat call centre + official sources | Market Location (human-verified) |
| Verification | Multi-source signal checks | Tel-verified (2M+ calls/yr) | Market Location |
| Pricing model | $0 / $49 / $79 / custom | Quote-based (~£4K-£20K+/yr) | Kaspr (transparent) |
| Self-serve | Yes | No (sales call required) | Kaspr |
| Chrome extension | Yes | No | Kaspr |
| CRM integrations | Salesforce, HubSpot, Pipedrive | APIs via Datarade profile | Kaspr |
| GDPR approach | Legit interest via Cognism | Legit interest + Art. 14 notices; TPS/CTPS screened; TPS/CTPS screened | Tie |
| Best for | European SDR prospecting | UK telemarketing / direct mail | Depends on workflow |
Which One Should You Choose?
We've seen teams buy Market Location for UK calling lists and still keep a browser-based tool for day-to-day prospecting. These tools aren't mutually exclusive - but most teams only need one.
UK telemarketing or direct mail campaigns. Market Location is purpose-built for this. Telephone-verified records, TPS/CTPS screening, 130 data fields for segmentation, and 300K monthly update calls keeping the database current. No Chrome extension comes close for bulk UK calling lists.
If you're building a repeatable outbound motion, pair list sourcing with proven sales prospecting techniques so reps don’t waste verified data on weak targeting.
European prospecting from professional profiles. Kaspr wins here. The Chrome extension workflow is fast, the Cognism data backbone is solid for EMEA, and the free tier lets you test before committing. Just watch the credit burn rate - five SDRs on the Business tier will exhaust their annual phone credits in under six months if they're prospecting aggressively.
Global self-serve B2B data with verified emails and mobiles. Neither tool fits. Kaspr fades outside Europe, Market Location doesn't exist outside the UK.
Let's be honest: most teams weighing Kaspr against Market Location don't actually need either. They need verified emails and direct dials across multiple geographies, and they're searching for the wrong comparison entirely.
If your core problem is list quality (not just list volume), start with data enrichment services and a clear enrichment spec.
A Global Alternative Worth Considering
Prospeo covers the gap both tools leave open. The platform offers 300M+ professional profiles worldwide, 143M+ verified emails at 98% accuracy, and 125M+ verified mobile numbers - all on a 7-day data refresh cycle while the industry average sits at six weeks. Intent data across 15,000 topics via Bombora, 50+ data points per enrichment at a 92% API match rate, and 30+ search filters for slicing by buyer intent, technographics, job changes, and headcount growth round out the feature set.
If you're comparing vendors in this category, use our breakdown of sales prospecting databases to sanity-check coverage, refresh, and pricing models.
Pricing is transparent and self-serve: roughly $0.01 per email, with a free tier offering 75 emails and 100 Chrome extension credits monthly. No contracts, no sales calls, no geographic restrictions. For teams that have been burned by bounced emails from other providers, the 5-step verification process with catch-all handling and spam-trap removal is worth paying attention to - Snyk cut their bounce rate from 35-40% to under 5% after switching.
If bounce is your main pain, benchmark against typical email bounce rate ranges before you blame copy or targeting.
Snyk's 50 AEs cut their bounce rate from 35-40% to under 5% with Prospeo's 5-step email verification. At $0.01 per email with no contracts, your five SDRs won't exhaust credits by Q3 - and they won't be limited to one continent.
Verified emails and direct dials worldwide. No geographic ceiling.
FAQ
Are Kaspr and Market Location the same type of tool?
No. Kaspr is a Chrome extension that reveals contact details from professional profiles in real time, while Market Location is a UK B2B data provider licensing telephone-verified business databases. GCL's B2B categorization puts them in entirely different buckets - tech platform vs. broadline data provider. They barely overlap in functionality.
Does Market Location offer a Chrome extension?
It doesn't. Market Location operates as a dataset licensing and data services provider. APIs are listed on its Datarade provider profile, and the Bizi platform handles segmentation, but all access requires a sales conversation first.
What's a good self-serve alternative for global B2B data?
Prospeo offers 300M+ profiles worldwide with 98% email accuracy, 125M+ verified mobiles with a 30% pickup rate, and transparent pricing starting free at 75 emails per month. Unlike Kaspr or Market Location, there are no geography restrictions or mandatory sales calls.