Hexmark vs Placer.ai
Placer counts who visited a place last month, from phone location data. Hexmark counts who lives around an address and how many of them match the customers you already have.
What Placer.ai sells
- Visit counts for premises that are already trading, inferred from a mobile device panel.
- Coverage built around retail centers, which is the building type a device panel reads most reliably.
- Custom annual pricing by number of locations tracked, with a free tier that is a preview rather than a working plan.
Where we are different
Residents against visitors
Placer measures who already walks past. It cannot tell you who could become a customer, because it doesn't know your definition of a customer and doesn't read your customer records. For a site that doesn't exist yet, there is no foot traffic to measure.
It struggles with the buildings our customers occupy
Placer measures centers, by its own description. A 1,500 square foot inline suite with a shared entrance and a shared parking lot is the hard case, and there's a floor on how few devices a venue can show before it reports at all. Med spas and clinics are usually exactly that building.
No device panel at all, on our side
Hexmark uses census data, your own customer records and an open dataset of places. No phone tracking anywhere in it. Given the FTC orders against location data brokers, and state bans on selling precise location now live in Maryland and Oregon, that is worth a line in a diligence conversation.
What it comes down to
The suite you are weighing has never had a visitor, so a device panel has nothing at that address to observe. Your broker already has Placer, which means a Placer report on a letter of intent tells the landlord nothing new.
Questions
Can Hexmark tell me foot traffic for a location?
Hexmark measures residents and your own customers rather than devices. For a site that has not opened there is no foot traffic at that address to measure, which is why the demand side is where we built. It also means no phone location data touches your account, and that is worth a line in a diligence conversation.
What does Placer cost?
Custom annual pricing by the number of locations tracked, with no published tiers. One municipal contract in the public record is $31,000 a year. The free tier is a preview rather than something you could run a business on.
Claims on this page checked 2026-09-08.
Bring an address you're weighing.
Thirty minutes on a market you care about, with your own definition of a customer.