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Norrel

Competitive intelligence for product teams

Know what your competitors shipped. Before your customers tell you.

Norrel watches your competitors' pricing, changelogs, docs, hiring and earnings calls — then sends one weekly brief explaining what changed and what it means for your roadmap.

Real brief, sent within a day. No account, no card, no call.

See a sample brief

Weekly briefMonday 17 August

3 of 41 changes cleared the bar

  1. Acme · Pricing page · Tuesday

    Was: Starter — $29/mo, up to 5 seats, unlimited projects

    Now: Starter — $29/mo, up to 3 seats, 10 projects. New Enterprise tier: SSO, SCIM, audit log.

  2. Acme · Careers · four new roles

    • Enterprise AE · New York
    • Solutions Architect
    • Security Engineer
    • Compliance Manager

  3. Acme · Q2 earnings call · CFO, 34:12

    “Shifting go-to-market focus toward larger deployments.”

What this means for you

Acme is moving upmarket and squeezing its small-team tier. The new three-seat cap opens a wedge with four-to-ten person teams — worth a targeted campaign and a comparison page this quarter.

  • 14

    source types read for every competitor

  • 1

    brief a week, Monday morning

  • 5–8

    items a week clear the bar

  • Same day

    on pricing changes and launches

The problem

You find out too late.

A competitor ships something, and you hear about it from a customer on a sales call two weeks later.

Nobody has time to check.

Six competitors, a dozen pages each. It never makes it onto anyone's week.

Alerts made it worse.

The tools that promised to help now send forty notifications a week, so you muted the channel.

How it works

Three steps, then it runs without you.

Most competitor tracking tools ask you to pick sources, build a dashboard and tune alerts until the noise is bearable. This asks for domains.

  1. Add your competitors.

    Enter five to eight domains. Norrel finds their pricing page, changelog, docs, careers page and review profiles automatically.

    • acme.com
    • globex.io
    • initech.dev
    • umbrella.co
    • hooli.com

    Finding sources…

  2. Tell it who you are.

    One paragraph about your product. Every finding is then judged against what actually matters to you — not summarized in the abstract.

    Your product, in one paragraph

    We make onboarding software for mid-market SaaS teams. Our wedge is time-to-first-value. We lose deals to incumbents on SSO and audit logging.

  3. Read one brief a week.

    Five minutes, in Slack or your inbox. Urgent moves — a pricing change, a new tier — arrive the day they happen.

    NorrelMonday 08:00

    Your weekly brief — 3 items

    • Slack
    • Email

What we track

The places a competitor tells you what they are doing.

Fourteen source types for every competitor. These six carry most of the signal, and the first four are where a change shows up before anyone announces it.

  • Pricing & packaging

    Tiers, limits, seat caps, trial length.

  • Changelogs & release notes

    What shipped, and how often it ships.

  • Documentation & API reference

    New endpoints appear before announcements.

  • Job postings

    Roadmap and go-to-market intent, months early.

  • New pages & products

    Caught before the launch post.

  • Earnings calls

    Public competitors state their strategy out loud, quarterly.

Also: blog and newsroom, G2 and Capterra reviews, integrations and marketplace listings, security and compliance pages, customer logos, app-store releases, funding and press, hiring volume.

We track a lot. We send you very little.

Most weeks, five to eight items clear the bar. If nothing material happened, your brief says so in one line.

41 changes detected last week

3 reached the brief

A real brief

This is what arrives on Monday.

Forty-one changes were detected across the week. Three of them were worth your time. Here is the whole email.

Weekly briefMonday 17 August

3 of 41 changes cleared the bar

  1. Acme · Pricing page · Tuesday

    Was: Starter — $29/mo, up to 5 seats, unlimited projects

    Now: Starter — $29/mo, up to 3 seats, 10 projects. New Enterprise tier: SSO, SCIM, audit log.

  2. Acme · Careers · four new roles

    • Enterprise AE · New York
    • Solutions Architect
    • Security Engineer
    • Compliance Manager

  3. Acme · Q2 earnings call · CFO, 34:12

    “Shifting go-to-market focus toward larger deployments.”

What this means for you

Acme is moving upmarket and squeezing its small-team tier. The new three-seat cap opens a wedge with four-to-ten person teams — worth a targeted campaign and a comparison page this quarter.

The last paragraph is the product. Everything above it is table stakes.

Your first brief lands the Monday after you sign up.

Get early accessSee pricing

Why Norrel

Built for the person who has thirty minutes on a Monday.

Competitive intelligence software is usually built for a full-time analyst and priced for one. This is built for a product team that does not have one and is not going to hire one.

  • Judgment, not notifications.

    Every change is scored for materiality before it reaches you. Cosmetic edits, rotating testimonials and copyright years never make the brief.

  • Written for your product.

    Findings are framed against your positioning and your roadmap, not summarized in the abstract.

  • Earnings calls included.

    Public competitors describe their strategy out loud every quarter. Nothing else at this price reads them.

  • Set up in five minutes.

    Published pricing, self-serve signup, no demo required, no analyst needed to run it.

Where this sits

Two things already exist. Neither is built for you.

Enterprise competitive intelligence platforms sit on one side and cheap page-watchers on the other. One needs an analyst to run it; the other hands you every change and leaves you to work out which of them mattered.

Enterprise CI platforms

Price
$15,000–$100,000 / year
Setup
Weeks, with onboarding
Who runs it
A dedicated analyst
What arrives
Battlecards for the sales team
Best for
Large sales organizations

Alerts and page-watchers

Price
$0–$40 / month
Setup
Minutes, then constant tuning
Who runs it
You, every week
What arrives
Every change, unfiltered
Best for
Watching one page

Norrel

Price
$49–$199 / month
Setup
Five minutes
Who runs it
Nobody
What arrives
One brief, five items, with a conclusion
Best for
Product teams at 10–200 person companies

Five minutes to set up, and then nobody has to run it.

Get early access

Pricing

Published, self-serve, no call required.

Three plans, billed monthly or annually. A price you have to ask for is a price designed to be negotiated, so all of them are here.

2 months free

Billing period: Monthly

Watch

$49/mo

For founders and solo product managers

  • Three competitors
  • Weekly brief by email
  • Pricing, changelogs, docs and job postings
  • Full change history
Get early access

Brief

Most popular

$99/mo

For product teams at 10–200 person companies

  • Eight competitors
  • Everything in Watch
  • Slack delivery
  • Same-day alerts for pricing and launches
  • Earnings-call analysis
  • Monthly shareable brief
  • Reviews and security-page monitoring
Get early access

Team

$199/mo

For teams where more than one person owns this

  • Fifteen competitors
  • Everything in Brief
  • Five seats
  • Custom sources
  • API and webhooks
  • Export to PDF and Notion
Get early access

All plans include a 14-day trial. No sales call, cancel from your account page.

How we work

The four things Norrel will not do.

Competitor monitoring means reading other companies' websites on your behalf, so it is worth being exact about where the limits are.

  • Never

    Read anything private

    Only public pages, the same ones anyone can visit. Nothing behind a login, ever.

  • Never

    Ignore robots.txt

    If a site asks not to be crawled, Norrel does not crawl it.

  • Never

    Train a model on your data

    Your competitor list and your product description are yours, and stay that way.

  • Never

    Make leaving hard

    Cancel from your account page. Ask us to delete your data and it is gone.

Questions

The things people ask first.

Thirteen answers on what Norrel reads, how the weekly brief is filtered, and where the product deliberately stops.

Something not answered here? Email us.

How is this different from setting up alerts?

Alerts tell you a page changed. Norrel decides whether it mattered, explains why, and connects it to your product. Most changes never reach you.

What is competitive intelligence, exactly?

Knowing what the companies you compete with are doing, early enough to do something about it. In practice it means watching their pricing, product, documentation and hiring, then deciding which of those changes matters. The watching is the easy half.

Do I still need a competitive intelligence platform?

If you have a competitive program, someone whose job it is, and a sales floor to enable, then yes — that is a different category of tool and Norrel does not replace it. If competitive intelligence is currently nobody's job, this is the version that actually gets done.

How many competitors should I track?

Three to eight. The two or three you lose deals to, plus the one nobody mentions yet. Tracking fifteen companies badly is worse than tracking four properly, which is why the plans are sized the way they are.

What if a competitor doesn't publish a changelog?

Norrel reads their documentation, pricing pages, sitemap and job postings instead — often earlier signals than a changelog anyway.

How do you get the data?

Only from public web pages, the same ones anyone can visit. Norrel respects robots.txt and never accesses anything behind a login.

How quickly will I hear about a pricing change?

The same day it is detected. Pricing changes and launches are the two events that affect deals already in progress, so they do not wait for Monday. Everything else does.

How much noise should I expect?

Most weeks, five to eight items. Quiet weeks say so in one line rather than manufacturing content.

Can I track private companies?

Yes. Earnings-call analysis only applies to publicly traded competitors; everything else works regardless.

Does it work outside the United States?

Yes, for any company with a public website in a supported language.

Can I share the brief with my team?

Yes. It is written to be read by someone who was not in the room, so it forwards as-is. The middle plan adds Slack delivery and a monthly version built for sharing, and the top plan exports to PDF and Notion.

What does it cost?

Three plans, every price published, with a 14-day trial on each and no sales call. Annual billing works out two months cheaper than monthly. The pricing page has the full comparison.

What happens to my data?

Your competitor list and product description are yours, never shared or used to train models, and deleted on request.

Stop finding out from your customers.

Add your competitors, get your first brief this week.

Early access. We're onboarding a small number of teams at a time.

  • One brief a week
  • No card to start
  • Cancel from your account page