Market Location vs Wiza: Honest Comparison (2026)

Market Location vs Wiza: Two Very Different Tools Compared

These two tools get compared because they both promise B2B contact data. That's about where the similarity ends.

Market Location is a UK-focused, tele-verified B2B data provider backed by a 70-seat call centre. Wiza is a self-serve Chrome extension that pulls contacts from LinkedIn profiles globally. Choosing between them isn't about which is "better" - it's about what kind of prospecting you actually do, where your buyers sit, and whether you want a managed service or a tool you can spin up in five minutes.

30-Second Verdict

Pick Market Location if you need UK tele-verified business data and you're comfortable with enterprise-style quoting and a managed-service relationship.

Pick Wiza if you prospect globally via LinkedIn and want a self-serve Chrome extension with transparent per-user pricing.

Skip both if you need verified contact data across UK and global markets without contracts or credit caps. Prospeo covers 300M+ profiles at 98% email accuracy with a free tier and no sales call required.

What Is Market Location?

Market Location has been in the UK B2B data game for over 50 years. Their model is old-school in the best and worst senses: a 70-seat UK-based call centre makes 300,000 update calls per month to verify business contacts. That's real human verification, not algorithmic guessing - but it also means the dataset is inherently limited to what those callers can reach.

They highlight scale metrics like 1.7M active businesses and 750K+ decision-maker emails. Datarade lists their UK B2B Contact Data at 2.4M+ contact records and their UK Telemarketing Data at 1.6M+ records with a 98% phone connectivity claim. Their Bizi platform lets you segment across 130+ criteria - employee size, geography, sector - and they're building out a Power BI analytics module.

No public pricing. Based on typical UK list-broker rates, expect mid four-figures to low five-figures annually depending on volume and licensing terms. You'll need a conversation to get a number.

What Is Wiza?

Wiza takes the opposite approach entirely. It's a Chrome extension that sits on top of LinkedIn and Sales Navigator, extracting contact details from profiles you're already browsing. Find prospects, click the extension, get emails and phone numbers.

That simplicity shows in the reviews. Wiza holds a 4.5/5 on G2 from 1,142 reviews, with 427 mentions of "ease of use" as a top theme. In 6sense's Email Finder category, Wiza holds about 1.57% market share - small compared to Lusha's 16.4%, but the user base skews heavily toward US, Canadian, and UK teams.

The tradeoff is dependency. Without LinkedIn to source profiles, Wiza has limited utility. You're also working within credit caps that get expensive fast if you're doing serious volume.

Head-to-Head Feature Comparison

Here's the thing: these tools don't really compete. Market Location gives you a curated, verified UK dataset you license in bulk. Wiza gives you an extraction layer on top of LinkedIn's global network. Comparing them is like comparing a bespoke tailor to an off-the-rack retailer - different products for different buyers.

If you're building a repeatable outbound motion, it helps to map your stack to your sales prospecting workflow (and not the other way around).

Pricing Breakdown

Wiza's overage costs add up: $0.15 per batch of 100 extra emails and $0.35 per extra phone number. Annual plans unlock unlimited emails on higher tiers, which is the move if you're doing any real volume.

The transparency gap is stark. Wiza publishes list pricing and overage rates. Market Location requires a conversation, and you won't know what you're paying until you're already deep into the sales process.

If you're comparing cost-per-lead across tools, it’s worth pairing this with a sales prospecting database benchmark so you’re not doing the math in a vacuum.

Real User Feedback

Market Location has just 4 reviews on Trustpilot, averaging 3.2/5. One reviewer was promised 50 leads over six months and received 13, with 11 described as "extremely low quality." Another reported zero leads in six months. A third raised GDPR concerns about data removal practices. Four reviews isn't a statistically meaningful sample, but the pattern isn't encouraging.

Wiza has a much larger review base. Across 1,142 G2 reviews, top complaints are "expensive" (157 mentions) and "limited credits" (127 mentions). But 427 reviewers praise ease of use, and 322 call out the LinkedIn workflow's convenience. We've seen this pattern across dozens of tools we've evaluated: products that are genuinely easy to use get forgiven for a lot of other sins.

The phone data quality gap deserves attention. One Reddit recruiter reported needing 1,100 LinkedIn profiles to extract just 110 phone numbers - roughly a 10% hit rate - with 40% of those not connecting. That's a brutal conversion rate if direct dials are central to your outreach strategy.

If phone is a core channel for you, you’ll also want a tighter cold calling system so bad data doesn’t waste rep hours.

Let's be honest about what this comparison reveals: if your entire addressable market is in the UK and you need phone numbers that actually connect, Market Location's managed-service model will likely outperform Wiza despite costing more and feeling less modern. Most teams, though, don't have a UK-only market - and that's where Market Location's value falls apart completely.

A Third Option Worth Testing

If you're weighing Market Location vs Wiza, you probably want verified contact data without being locked into UK-only coverage or LinkedIn dependency.

Prospeo covers 300M+ professional profiles with 98% email accuracy and 125M+ verified mobile numbers hitting a 30% pickup rate. Data refreshes every 7 days - not every quarter, not when someone remembers to call. At roughly $0.01 per email, it's a fraction of what either Market Location or Wiza costs at scale. Our team has found the 7-day refresh cycle particularly useful for fast-moving markets where job titles change constantly and stale data tanks reply rates.

If you’re enriching leads after capture (instead of sourcing from scratch), compare this approach to dedicated data enrichment services.

The free tier gives you 75 verified emails and 100 Chrome extension credits monthly, so you can test without talking to anyone. If you want more options to test alongside it, start with free lead generation tools and build a quick bake-off.

FAQ

Is Market Location GDPR compliant?

Market Location positions itself as a GDPR- and PECR-compliant UK B2B data supplier with tele-verified consent workflows. That said, one Trustpilot reviewer disputes their data-removal practices, so request and verify DPA terms before signing any contract.

Does Wiza work without LinkedIn Sales Navigator?

Barely. Wiza's core workflow depends on LinkedIn to source profiles - without an active LinkedIn account, it has minimal standalone utility. Budget $99/mo for Sales Navigator on top of Wiza's subscription, which changes the cost math significantly.

How do Wiza's overage costs work?

Wiza charges $0.15 per batch of 100 extra emails and $0.35 per extra phone number beyond your plan's credit cap. Annual plans on the Email and Email + Phone tiers unlock unlimited usage, which is significantly cheaper for teams doing 500+ lookups monthly. If you're on a monthly plan and regularly hitting your cap, you're overpaying - switch to annual or look at alternatives.