Smaply pricing vs UXPressia pricing and TheyDo pricing for customer journey mapping software buyers

The billing toggle on Smaply's pricing page carries two different saving badges, "Save 50%" and "SAVE 33%". The plan prices underneath support neither claim exactly. Repository is $449 a year against $708 billed monthly, a saving of 37 percent. Framework is $799 against $1,188, about 33 percent. Governance is $1,149 against $1,668, about 31 percent.

So the 33 percent badge is close for the middle plan, and no plan saves 50 percent. The yearly plan is still the better buy for any team that will keep the tool for a year, but budget on 31 to 37 percent, not half.

One more line is worth reading twice. The Repository card lists user roles of admin, editor and viewer, while the same card says viewer seats are not available. Ask Smaply in writing whether anyone outside the editor seats can open a map on Repository, because if not, every stakeholder who needs to read the map becomes a paid editor.

UXPressia has four plans. Free includes 3 customer journey maps, 3 personas and 3 impact maps, comments, PNG export, email sharing with 1 user and capped AI generation (30 journey map and 30 persona requests a month). The Free card itself says both "up to 15 tags" and "use up to 5 tags", so expect a small tag limit.

Pro is $36 a user a month billed monthly. The price data the page loads sets the annual price at $360 a user a year, $30 a month, a saving of about 17 percent. Pro adds unlimited maps, personas and impact maps, all templates, CX chunks for tracking findings, password-protected links, PDF and CSV export, presentation mode, version history and roles. Business is $95 a month or $950 a year per user and adds a team library, board and design views, reports, branding, PowerPoint export and the integrations most analytics teams want: Google Analytics, Google Sheets, Mixpanel, Slack, Microsoft Teams, Jira and Azure DevOps. Enterprise is quoted and adds SSO, MFA, provisioning, separate workspaces, Qualtrics and custom integrations, IP allowlisting and procurement help. An AI Boost add-on is priced by email.

The user rule is generous. UXPressia's FAQ says it charges only workspace contributors with access to paid features, not admin-level users and not people you share documents with, unless you invite them into the workspace. Charges are prorated by day. The same price data still lists two retired plans, Starter at $16 a month ($160 a year) and Professional at $24 ($240), which is why some comparison posts quote a $160 UXPressia plan that you can no longer buy.

TheyDo publishes no price on any plan today. Its pricing page offers a 30-day trial with 2 users, 5 journeys, 1 journey framework and unlimited viewers, then Management (unlimited users, integrations, a customer success team, one workspace, 20 journeys included) and Strategic (SSO, data warehouse connection, legal and security reviews, dashboards, unlimited workspaces, custom taxonomy and scoring). TheyDo invoices annually, upfront, and prorates added journeys every quarter under a fair use policy.

The FAQ still says "Prices above are shown as the minimum spend per year, and represent around 5 journeys", but no prices appear above it. Archived copies explain the leftover line. In July 2024 TheyDo printed a free Mapping plan and Management at $80 per journey per month. In January 2025 it printed Management "starting from $39K" and Strategic "starting from $51K", billed annually. By October 2025 the figures were gone and the free plan had become a trial.

The FAQ also says enterprise customers typically start with 60 to 80 journeys in the first year and grow to about 200 the year after. At the 2024 list rate of $80 per journey a month, 20 journeys is $19,200 a year and 60 journeys $57,600, before the volume discount TheyDo says applies. Vendr reports a median TheyDo contract of $25,225 a year with a range of $17,544 to $42,111, but on only 4 purchases, so treat it as a rough anchor.

Take a US CX team with 5 people who build and maintain maps, and 30 managers, designers and support leads who only need to read them.

On UXPressia Pro the 5 editors cost $1,800 a year billed annually, or $2,160 billed monthly. The 30 readers cost nothing if you share documents with them by email or password-protected link rather than inviting them into the workspace. Business, at $4,750 a year for 5, is the plan to pick if you need the Google Analytics, Mixpanel or Jira integrations.

On Smaply the 5 editors cost $2,245 a year on Repository, but Repository has no viewer seats, so the 30 readers are the problem. Framework, $3,995 a year, includes only 5 viewers. Governance, $5,745 a year, is the first plan with unlimited viewers, which makes it the realistic price for this team.

On TheyDo the editors and the readers are both covered, since Management includes unlimited users and viewers. The price follows the number of journeys, and the median contract of $25,225 is about 4 times Smaply Governance and 14 times UXPressia Pro. You are paying for journey management at company scale, with metrics, opportunities and goals linked to each journey, not a drawing tool.

UXPressia fits a small CX or UX team, or a consultancy, that wants the lowest cost per editor and shares finished maps outward. Its free plan is useful for testing, and Pro covers most mapping work.

Smaply fits a service design team that wants a structured portfolio of journeys and opportunities, and a European vendor with strong security paperwork. Price it on Governance if many people outside the team need to read the maps.

TheyDo fits a large company that wants journey management as an operating model, with journeys owned by business units, linked to KPIs and goals and fed by data warehouse and voice-of-customer integrations. It is a five-figure annual purchase with a sales process, which is why it publishes no price.

Ask Smaply whether stakeholders can open a map on Repository without an editor seat, and which saving applies to your plan, 33 or 50 percent. Ask about the volume discount at your count if you are near 20 users, and confirm that SSO and the account manager need 10 users on an annual Governance plan.

Ask UXPressia whether any of your readers would need to be invited into the workspace, since that is what turns a free viewer into a paid user, and what AI Boost costs if your team wants it.

Ask TheyDo for the price per journey at your first-year journey count, how the price changes at 80 and at 200 journeys, and what a journey over the plan count costs at the quarterly true-up. Get the renewal terms in writing, because the FAQ points to journey counts that roughly triple in the second year.

A journey map shows how a team believes customers move from first visit to renewal. It does not show where real customers stall this month, how many accounts hit each problem, or which problems come before a cancellation. That evidence sits in product usage, support tickets, survey comments and app reviews.

UserInsight pulls those sources into one place, groups what customers say into themes, counts the accounts behind each one and ties them to usage and churn, starting at $119.50 a month billed annually. Teams use it to check which stages of the map actually break, so the next workshop starts from evidence rather than opinion.