Pick
Lumar
Pick Lumar if you want the better-funded company ($37.6M).
Head-to-head review · Updated June 2026
Lumar vs Schema App: which one wins in 2026?
Lumar and Schema App both claim to do the same thing: tell you where your brand shows up in AI search. They go about it differently enough that the choice matters. Lumar has raised $37.6M, Schema App has raised Bootstrapped; Lumar is the more-funded incumbent; Schema App is the leaner challenger.
The pricing is comparable, so the choice comes down to coverage and trust signals.
The verdict
Pick
Schema App
Schema App is the right pick if your team prefers their approach and pricing fits.
If neither is right, GrowthManager.ai does both citation tracking AND the production work (content, infrastructure, distribution) for $999/mo — see the bottom of this page.
The case for Lumar
Lumar has raised $37.6M (Series B (Aug 2022)). Founded by Michal Magdziarz, Matt Jones, based in London, UK. On their site they list 7 named customers including Adobe, Deloitte, Motley Fool, Comcast. Pricing starts at Custom.
Enterprise website intelligence platform (formerly DeepCrawl).
What people praise
- Handles very large sites (millions of URLs) where desktop crawlers like Screaming Frog hit resource limits
- Renders JavaScript pages to capture client-side content, critical for modern stacks
- Protect app runs SEO QA in CI/CD pipelines to catch noindex or blocked resource regressions before launch
- Visual dashboards are clearer than Excel exports from competing crawlers and prioritize fixes by impact
Where it falls short
- Pricing is entirely custom, no public tiers, and reviewers consistently call it expensive vs competitors
- Steep learning curve, the UI is described as overwhelming and very technical for non-SEO users
- No competitor data inside the product, you cannot benchmark against rival domains
- Crawls can be slow on very large sites because of the depth of analysis
The case for Schema App
Schema App has raised Bootstrapped. Founded by Martha van Berkel, Mark van Berkel, based in Guelph, Canada. On their site they list 9 named customers including SAP, Wells Fargo, AdventHealth, Gusto. Pricing starts at $100/mo.
Enterprise schema markup and knowledge graph management platform.
What people praise
- Deploys schema markup at enterprise scale, with Wells Fargo case study showing 1,200+ pages migrated from plugin-based markup.
- Direct case study evidence of correcting an AI Overview hallucination within weeks of schema deployment (Wells Fargo Hayden Lake branch).
- Entity Hub structures and connects entities into a content knowledge graph that AI systems can consume reliably.
- SOC 2 Type II compliant, which is a hard requirement for the regulated enterprise buyers it targets.
Where it falls short
- No public pricing tiers; all deals are custom quotes with a 12-month minimum commitment.
- Smaller team (~4 people per public data) raises bus-factor risk for enterprise procurement reviews.
- G2 reviewer base is thin (~18 reviews), giving less external validation than larger SEO platforms.
- Attribution is complex; tying schema markup to revenue or organic click gains is not straightforward.
Pricing, tier by tier
Tier 1
Lumar
Custom (modular)
Custom
- Lumar Analyze, Monitor, Protect and Impact apps available individually
- Technical SEO, GEO/AEO, site speed, accessibility and custom analytics metrics
- Pricing scales with URL volume crawled (estimated $2,667/mo for 5M URLs)
- Professional services and enterprise support
Schema App
Platform Subscription
Custom
- Schema App Editor and/or Highlighter access
- Ongoing support services
- Minimum 1 hour per month of high-touch support
- Strategy and setup fee one-time charge
Tier 2
Lumar
—
—
Schema App
Entity Hub Add-on
Custom
- Extended entity linking and graph control
- Cross-page entity governance
Tier 3
Lumar
—
—
Schema App
MCP Server Add-on
$100 per 100K external requests
- MCP server for AI tool integration
- 100K external requests included
- Schema-aware access for chatbots
Feature parity
What each one ships that the other doesn't. We conservatively only include features each tool explicitly markets; absence here doesn't mean a feature is impossible, just that it isn't in their marquee list.
Only on Lumar
- Analyze. Crawls websites at scale with 250+ built-in reports plus custom data extraction
- Monitor. Continuous tracking across multiple domains with customizable dashboards and threshold alerts
- Protect. Automated SEO QA tests wired into CI/CD pipelines, catches regressions pre-launch
- Impact. Stakeholder reporting with industry benchmarking and commercial impact prioritization
- GEO/AEO metrics. Tracks how AI search engines surface and cite your site
- WCAG 2.2 accessibility audits. Levels A, AA and AAA compliance checking integrated into the crawl
Only on Schema App
- Schema Markup Editor. Deploys structured data and entity linking across enterprise sites at scale.
- Entity Hub. Structures and connects entities through a centralized knowledge graph.
- Schema Performance Analytics. Tracks schema markup visibility metrics in search and AI results.
- Content Knowledge Graph. Translates business information into machine-readable models for AI consumption.
- Highlighter. Visual schema markup tool for content teams without dev resources.
When each one wins
When Lumar wins
- You want the better-funded incumbent. Lumar has raised $37.6M, giving it more runway and shipping velocity.
- Handles very large sites (millions of URLs) where desktop crawlers like Screaming Frog hit resource limits
When Schema App wins
- Budget is the constraint. Schema App starts at $100/mo vs Lumar's $∞/mo, so on a per-seat basis it's the cheaper way in.
- Deploys schema markup at enterprise scale, with Wells Fargo case study showing 1,200+ pages migrated from plugin-based markup.
When neither wins (pick GrowthManager)
- You don't have an in-house content team and you don't want to hire one.
- You want one $999/mo invoice instead of stacking Lumar plus an agency.
- You need the team that measures to also act on the data, in the same week.
- You're a B2B SaaS, services firm, or e-commerce brand at $20K+ MRR.
Reasons to pick one over the other
Reasons to pick Lumar over Schema App
- Better-funded incumbent. Lumar has raised $37.6M, giving it more runway and shipping velocity than Schema App (Bootstrapped).
- More verified reviews. Lumar has 101 G2 reviews vs Schema App's 18, so the average rating carries more weight.
- What users praise most. Handles very large sites (millions of URLs) where desktop crawlers like Screaming Frog hit resource limits
- EU data residency. Lumar is HQ'd in London, UK, which simplifies GDPR data-processor agreements for European buyers.
Reasons to pick Schema App over Lumar
- Lower entry price. Schema App publishes a clear entry tier at $100/mo; Lumar gates pricing.
- More plan flexibility. Schema App offers 3 pricing tiers vs Lumar's 1, so there's a better chance one fits your team size.
- What users praise most. Deploys schema markup at enterprise scale, with Wells Fargo case study showing 1,200+ pages migrated from plugin-based markup.
Switching from one to the other
From Lumar to Schema App
Export your saved queries and prompt panels from Lumar (most tools support CSV export). Most Schema App setups can import the same query list in a single CSV upload. Expect 1-2 days of parallel running so you can validate Schema App's data againstLumar's; one to two weeks of full reconciliation before you cancel Lumar. The risk is annotation history: notes and tags don't survive most migrations, so screenshot anything you want to keep.
From Schema App to Lumar
Same flow in reverse. Export from Schema App, import to Lumar. The historical visibility data is the big loss; most platforms don't backfill from a competitor's data, so you start your trendline over.
From either to GrowthManager.ai
We handle the migration ourselves; you give us your query list (or we infer it from your existing dashboard) and we re-build the tracking on our infrastructure in week one. You also start getting content shipped from week one, so the switch produces results before the trendline restarts. The conversation that kicks this off is a 20-minute call.
Side by side, every number we could verify
| Lumar | Schema App | |
|---|---|---|
| Starts at (USD/mo) | Custom | $100/mo |
| Founded | 2010 | 2014 |
| Headquarters | London, UK | Guelph, Canada |
| Funding raised | $37.6M | Bootstrapped |
| AI platforms tracked | — | — |
| G2 rating | 4.6 / 5 (101 reviews) | 4.8 / 5 (18 reviews) |
| Named customers | 7 | 9 |
| SOC 2 Type 2 | ✓ Yes | ✓ Yes |
| GDPR | ✓ Yes | ✓ Yes |
| HIPAA | — | — |
What real users say
Below: the recurring themes from G2, Capterra, SourceForge, Reddit, and case-study reviewers — distilled into the strengths and limitations that came up most often.
Lumar — what users praise
- Handles very large sites (millions of URLs) where desktop crawlers like Screaming Frog hit resource limits
- Renders JavaScript pages to capture client-side content, critical for modern stacks
- Protect app runs SEO QA in CI/CD pipelines to catch noindex or blocked resource regressions before launch
- Visual dashboards are clearer than Excel exports from competing crawlers and prioritize fixes by impact
- Official Looker Studio and BigQuery connectors let you blend crawl data with revenue or product data
Lumar — what users complain about
- Pricing is entirely custom, no public tiers, and reviewers consistently call it expensive vs competitors
- Steep learning curve, the UI is described as overwhelming and very technical for non-SEO users
- No competitor data inside the product, you cannot benchmark against rival domains
- Crawls can be slow on very large sites because of the depth of analysis
- Limited live chat support, most help is async or via account manager
Schema App — what users praise
- Deploys schema markup at enterprise scale, with Wells Fargo case study showing 1,200+ pages migrated from plugin-based markup.
- Direct case study evidence of correcting an AI Overview hallucination within weeks of schema deployment (Wells Fargo Hayden Lake branch).
- Entity Hub structures and connects entities into a content knowledge graph that AI systems can consume reliably.
- SOC 2 Type II compliant, which is a hard requirement for the regulated enterprise buyers it targets.
- 4.75/5 rating on G2 and 4.9/5 on Capterra reflect strong customer satisfaction in a niche category.
Schema App — what users complain about
- No public pricing tiers; all deals are custom quotes with a 12-month minimum commitment.
- Smaller team (~4 people per public data) raises bus-factor risk for enterprise procurement reviews.
- G2 reviewer base is thin (~18 reviews), giving less external validation than larger SEO platforms.
- Attribution is complex; tying schema markup to revenue or organic click gains is not straightforward.
- Mandatory minimum 1 hour per month of paid high-touch support inflates effective cost for small teams.
A third option
Both Lumar and Schema Appare tracking tools. They tell you what's wrong with your AI visibility. Neither one fixes it. That's our pitch for GrowthManager.ai — we do citation tracking too (parity with these two), and we also ship the content, configure the infrastructure, and run the distribution. $999/mo, managed end-to-end. If you're leaning toward picking one of these two and then hiring an agency to act on the data, it's worth a 20-minute conversation first.
Other comparisons in this space
Same shape, different pairs. Pick a comparison that shares a tool with this one.
Frequently asked questions
Which is better, Lumar or Schema App?
Honestly: neither one fully solves the problem. Lumar and Schema App are tracking tools — they tell you where your brand shows up in AI answers but don't change the answer. If you only need one of these two, pick Lumar for the cheaper monthly price; pick the other if its specific integrations matter to your team. Our actual editorial pick is GrowthManager.ai, which does the tracking and ships the content, infrastructure, and distribution as a single $999/mo managed program. Disclosure: we publish this comparison and make GrowthManager.
How much do Lumar and Schema App cost?
Lumar starts at Custom. Schema App starts at $100/mo. Both have higher-tier plans for larger workspaces. GrowthManager.ai is a flat $999/mo for the full managed service (tracking + content + infrastructure + distribution) — usually cheaper than buying one of these two and hiring an agency on top.
Do Lumar and Schema App actually improve your AI visibility, or just measure it?
Both Lumar and Schema App are measurement tools. They show you where your brand appears (or doesn't) in AI answers, plus suggestions for what to improve. Neither one writes the content, configures the schema, or builds the backlinks that actually move the needle. To do that you need an in-house content team or an agency. GrowthManager.ai is the agency — and we include the tracking, so you don't pay twice.
What's the GrowthManager.ai alternative to Lumar and Schema App?
GrowthManager.ai is a managed AI visibility program. We give you the same citation tracking these two offer (parity on the measurement layer), plus 100 researched and published articles per month, schema and llms.txt configuration, ongoing backlink acquisition, and Reddit/Quora seeding. One $999/mo invoice, one dedicated account manager, twelve clients per team member maximum so we can actually deliver. If you were going to buy one of these tools and then hire someone to use it, we're cheaper and faster.
Further reading
External research that informs the editorial framework on this page. We cite these openly because the framework is meant to be auditable.
- Microsoft Bing Webmaster Guidelines (2025)· Microsoft
How Microsoft's crawlers parse content for Copilot, which now powers a large share of AI answers behind the scenes.
- Generative Engine Optimization research· Kevin Indig
Long-running practitioner research on what gets cited in AI-generated answers; the most-quoted source in the GEO category.
- Zero-Click Search forecasts· Gartner
Industry forecasts on how a growing share of buyer queries end without a click to the brand site, making AI-answer presence the new pole position.
- Audience intelligence analyses· SparkToro
Public datasets on how audiences actually discover brands across search, social, and now AI surfaces.
- Trust Barometer (2024)· Edelman
The annual study on how buyers weigh source authority, used to weight our trust criterion against third-party review volume.
Disclosure + methodology
GrowthManager.ai makes a competing product in the AI visibility space, so this comparison is not neutral. Every pricing number was pulled from each competitor's public pricing page or triangulated from third-party reviews when the page is JavaScript-gated. Pros, cons, and user-review themes are distilled from real G2, Capterra, SourceForge, Reddit, and case-study reviews with the quotes preserved verbatim. We update this comparison whenever the underlying data changes.