Hightouch vs Segment: Which Should You Choose in 2026?
Choosing between Hightouch and Segment comes down to understanding what each tool does best. This comparison breaks down the key differences so you can make an informed decision based on your specific needs, not marketing claims.
By Toolradar Team · Last updated February 28, 2026 · Methodology
Short on time? Here's the quick answer
We've tested both tools. Here's who should pick what:
Hightouch
Customer Data & AI Platform for Marketers: Unify data, power real-time campaigns, and build AI agents.
Best for you if:
- • You need marketing automation features specifically
- • A Composable CDP built on your data warehouse for marketing and personalization.
- • Leverages AI agents and AI decisioning for accelerated workflows, real-time campaigns, and 1:1 customer experiences.
Segment
Customer data infrastructure
Best for you if:
- • You want the higher-rated option (8.6/10 vs 7.7/10)
- • You want to try before committing
- • You need web analytics features specifically
- • Customer data platform for unified data
- • Collect once, send to any tool
| At a Glance |  Hightouch |  Segment |
|---|---|---|
Price | Paid | Free + Paid |
Best For | Marketing Automation | Web Analytics |
Rating | 77/100 | 86/100 |
| Feature | Hightouch | Segment |
|---|---|---|
| Pricing Model | Paid | Freemium |
| Editorial Score | 77 | 86 |
| Community Rating | No ratings yet | No ratings yet |
| Total Reviews | 0 | 0 |
| Community Upvotes | 0 | 0 |
| Categories | Marketing AutomationAI Agents | Web AnalyticsProduct Analytics |
How Hightouch and Segment Compare
Hightouch
Customer Data & AI Platform for Marketers: Unify data, power real-time campaigns, and build AI agents.
Paid · 77/100 score
Segment
Customer data infrastructure
Free tier available · 86/100 score
Hightouch is a marketing automation tool. Segment is in web analytics.
Who Should Use What?
On a budget?
Segment has a free tier. Hightouch is paid only.
Go with: Segment
Want the highest-rated option?
Hightouch: 77/100. Segment: 86/100.
Go with: Segment
Value user reviews?
Neither has user reviews yet.
Go with: Segment
3 Questions to Help You Decide
What's your budget?
Hightouch is paid. Segment is freemium. Segment lets you start free.
What's your use case?
Hightouch is a marketing automation tool. Segment is in web analytics. Pick the category that matches your needs.
How important are ratings?
Segment scores higher: 86/100 vs 77/100.
Key Takeaways
Segment
- Higher score: 86/100 vs 77
- Free tier available
- Our pick for this comparison
Hightouch
- Better fit for marketing automation
The Bottom Line
Segment (86/100) is our pick.
Frequently Asked Questions
Is Hightouch or Segment better?
Segment scores 86/100 in our evaluation. Hightouch is paid and Segment is freemium.
What are Hightouch and Segment used for?
Hightouch: Customer Data & AI Platform for Marketers: Unify data, power real-time campaigns, and build AI agents.. Segment: Customer data infrastructure.
What does Hightouch cost vs Segment?
Hightouch is a paid tool. Segment is freemium (free tier + paid plans). Visit their websites for detailed pricing.