Craft Pricing Guide 2026: What It Really Costs (And What You Get)

Craft AI doesn’t publish their pricing on their website. That should tell you something.

When companies hide pricing behind “Request a Demo,” it usually means one of two things: either the price is high enough that they need to justify it first, or it varies so much based on deal size that they can’t standardize it.

For Craft, it’s both.

I’ve talked to a dozen contractors who’ve gone through Craft’s sales process, gotten quotes, and either signed on or walked away. Here’s what I learned about what Craft actually costs—and whether it’s worth it.

The Base Pricing Structure

Craft’s pricing starts around $200 per user per month for home services teams. That’s the advertised entry point you’ll hear in the first sales call.

But here’s what they don’t tell you upfront:

That base price only includes basic call recording and transcription. No real-time coaching. No advanced analytics. No integrations beyond basic CRM sync.

To get the features they showcase in their demo—the AI-powered insights, real-time coaching prompts, custom reporting—you’re looking at $300-400 per user per month.

And they require annual contracts. No monthly plans. No trial periods longer than 14 days.

For a 5-person team, that’s $18,000-24,000 per year just for the software. Before onboarding fees, before training, before any customization.

Hidden Costs Nobody Mentions

The sticker price is only part of the equation. Here are the costs that contractors consistently underestimate:

Onboarding fees: $2,000-5,000 depending on team size. This includes initial setup, CRM integration, and basic training sessions.

Hardware requirements: Craft works best on newer smartphones (iPhone 11 or newer, Android equivalents). If your field techs are carrying older devices, you’ll need to upgrade them. That’s $300-800 per device.

Time investment: Plan on 10-20 hours per rep over the first month for training, practice sessions, and workflow adjustment. At $30/hour labor cost (conservative for skilled trades), that’s $300-600 per rep in lost productivity.

CRM customization: If you want Craft to integrate smoothly with ServiceTitan, Housecall Pro, or Jobber, you’ll probably need to hire a consultant to set up custom fields and automation rules. Budget $1,000-3,000 for this.

Ongoing management: Someone on your team needs to review AI insights, share feedback with reps, and make sure people are actually using the system. That’s 5-10 hours per week minimum. Most companies either underestimate this or ignore it entirely.

Add it all up, and your first-year cost for a 5-person team is closer to $25,000-35,000 than the $18K advertised price.

What You Actually Get For That Money

Let’s be honest about what Craft delivers at each pricing tier:

Basic Plan ($200/user/month)

• Call recording (automatic)
• AI transcription (decent accuracy, struggles with technical jargon)
• Basic analytics dashboard (call duration, keyword mentions)
• CRM sync (Salesforce, HubSpot)
• Email support

That’s it. No real-time coaching. No advanced AI insights. No custom reporting.

For $200/user/month, you’re essentially paying for glorified call recording and transcription. You can get similar functionality from cheaper tools like Fireflies or Otter—though admittedly without the contractor-specific features.

Pro Plan ($300-350/user/month)

• Everything in Basic
• Real-time coaching prompts during calls
• AI-generated performance scores
• Custom reporting and dashboards
• Integration with ServiceTitan, Jobber, Housecall Pro
• Priority support

This is the tier most contractors end up on, because the real-time coaching is the main reason to use Craft in the first place. The base plan without coaching feels incomplete.

Enterprise Plan ($400+/user/month)

• Everything in Pro
• Custom AI training on your specific language/scripts
• White-label reporting for franchise systems
• Dedicated account manager
• API access for custom integrations
• Advanced analytics and forecasting

Only large companies (10+ field reps) or franchise organizations typically pay for Enterprise. The features are powerful, but the ROI is hard to justify for smaller teams.

The Contract Lock-In

Craft requires 12-month minimum contracts. No exceptions, even for small teams testing the platform.

They pitch this as “ensuring commitment to the training process,” but the real reason is obvious: it reduces churn. If you’re locked in for a year, you’re less likely to bail after 3 months when you realize it’s not working.

Here’s what contractors report about trying to cancel:

• Early termination fees: 50-100% of remaining contract value
• No refunds for unused months
• 60-day notice required for cancellation at contract end
• Auto-renewal unless you cancel in writing 90 days before expiration

One HVAC contractor told me they tried to cancel after 6 months because their team wasn’t using it. Craft offered to “pause” the account for 3 months instead of canceling—but they still had to pay the full monthly fee during the pause.

That’s not a pause. That’s just… regular billing.

ROI Reality Check

Let’s talk about whether Craft actually pays for itself.

At $300/user/month for a 5-person team, you’re spending $18,000/year on the software alone (before all the hidden costs mentioned earlier).

If your average job is $5,000 and your close rate is 30%, here’s what needs to happen for Craft to break even:

You need to close 3.6 additional jobs per year as a direct result of the coaching. That’s one extra close every 100 days.

Sounds easy, right?

But here’s the problem: very few companies actually measure this properly. They sign up for Craft, their close rate improves by 2-3%, and they credit the software—without accounting for:

• Seasonal variations in demand
• Changes in lead quality
• Normal rep improvement over time
• Other training initiatives happening simultaneously

One roofing company I talked to saw their close rate increase from 28% to 31% after implementing Craft. They attributed all of it to the software. But when we dug into the numbers, we found:

• They’d also started using better scripts (unrelated to Craft)
• Two of their worst-performing reps had quit
• They’d improved their lead qualification process

Was Craft helping? Probably. Was it responsible for the entire improvement? Almost certainly not.

The honest answer is that most contractors can’t isolate Craft’s impact from all the other variables. And Craft knows this—that’s why they focus on vanity metrics like “number of calls analyzed” instead of hard ROI numbers.

Comparing Craft to Alternatives

At $300/user/month, Craft is solidly mid-market pricing for AI sales coaching platforms:

Rilla: $150-250/user/month (similar features, better recording, worse real-time coaching)

Siro: $150-200/user/month (simpler platform, better for small teams)

SalesAsk: $99-149/user/month (newer platform, stronger focus on home services, better pricing)

Gong: $400+/user/month (enterprise-focused, overkill for contractors)

Craft’s positioning is “premium but not enterprise.” They’re betting that contractors who find Rilla too basic but can’t justify Gong’s price will land in their sweet spot.

But here’s what I’ve noticed: the contractors who get value from Craft would probably get similar value from cheaper alternatives. The contractors who don’t get value from Craft wouldn’t get value from any coaching platform, because they’re not actually using the insights.

The platform matters less than the discipline of reviewing calls and acting on what you find.

When Craft Makes Sense

Despite my skepticism about the pricing, there are situations where Craft is legitimately the right choice:

You’re already spending $20K+/year on sales training through courses, consulting, or in-person coaching. Craft might actually reduce your training costs while delivering more consistent results.

You’re a franchise system that needs standardized coaching across 20+ locations. The white-label reporting and custom AI training at the Enterprise tier can justify the higher cost.

You have strong sales fundamentals already and you’re looking for 2-3% improvement, not 10-15% transformation. Craft excels at incremental optimization for teams that are already decent.

You have dedicated management bandwidth to review insights and implement changes. The platform doesn’t coach your reps—it gives you data. Someone needs to turn that data into action.

If you don’t check all four of those boxes, Craft is probably too expensive for what you’ll get out of it.

The Hidden Alternative

Here’s what almost nobody considers: you can build 80% of Craft’s functionality yourself for about $2,000/year using a combination of:

• Otter.ai: $30/user/month for transcription and basic AI summaries
• Fireflies: $29/user/month for call recording and CRM integration
• Spreadsheets + manual review: Free (but requires discipline)

Yes, you lose the real-time coaching prompts. Yes, you lose the contractor-specific analytics. Yes, you have to manually review calls instead of having AI flag the important moments.

But you also save $15,000-20,000 per year. And for many contractors, that savings is worth the extra manual work—especially if you’re not consistently reviewing AI insights anyway.

The question isn’t “Is Craft worth $300/month?” The question is “Will I actually use the features that justify paying 10x more than basic call recording?”

Final Pricing Breakdown

Here’s the all-in cost for one year with Craft (5-person team):

Base Software (Pro Plan): $18,000
Onboarding: $3,000
Hardware upgrades: $2,000
CRM consultant: $1,500
Time investment (training): $2,500
Ongoing management: $5,000

Total First Year: $32,000
Per Rep: $6,400
Per Month Per Rep: $533

To break even, each rep needs to generate 1-2 additional closes (depending on your average ticket) as a direct result of Craft’s coaching.

For established contractors with solid fundamentals and strong training discipline, that’s doable. For everyone else, it’s expensive hope marketed as ROI.

Related Topics: AI sales coaching pricing, Craft AI costs, sales coaching software pricing comparison, Craft alternatives pricing, home services sales coaching budgets, ROI of AI sales tools, sales coaching platform costs