GoodFirms Review 2026: The Budget-Friendly Agency Directory Worth Your Time?

Quick Verdict: 6.8 out of 10

GoodFirms is a solid second-tier agency directory with a genuinely useful free tier. The review verification process is credible, pricing is far more accessible than Clutch, and their growing presence in AI search results adds unexpected value. Where it falls short: lower traffic volume means fewer inbound leads, the ranking algorithm is opaque, and the site UX feels dated. For agencies that want affordable directory coverage without a massive monthly commitment, GoodFirms earns its spot on the shortlist.

Transparency: 6.5/10 - The "Company Performance Algorithm" is referenced throughout the platform but never fully explained. GoodFirms says it weighs reviews, portfolio quality, and company data, but the specific weights remain hidden.

Pricing / Value: 7.5/10 - The free tier includes a full profile, review collection, and directory visibility. Paid plans start around $300 per month, which is a fraction of Clutch's premium pricing.

User Experience: 6.0/10 - The site works but feels cluttered. Category navigation is functional, though search filters lack the precision of Clutch's interface. Profile pages are dense with information but not always well-organized.

Review Authenticity: 7.0/10 - Phone verification and LinkedIn identity checks are solid measures. The two-step process adds friction that discourages casual fake reviews. Agencies still control who they invite, which is a universal weakness across all directory platforms.

Agency Value: 7.0/10 - The SEO backlink from a DR 74+ domain has real value. GoodFirms profiles increasingly appear in AI-generated recommendations. Direct lead volume, however, lags well behind Clutch.

What Is GoodFirms?

GoodFirms is a B2B research and review platform founded in 2014 by Niraj Patel. Headquartered in Las Vegas, the company set out to build a directory that prioritized research-backed rankings over pure user-generated content. The platform now catalogs over 110,000 companies across categories spanning software development, digital marketing, design, IT services, and more. More than 80,000 client reviews have been collected to date, covering agencies and tech firms in over 160 countries.

The core ranking mechanism is what GoodFirms calls its "Company Performance Algorithm." According to the platform, this algorithm evaluates three primary factors: the quality and number of client reviews, the depth and variety of the company's portfolio, and verified business information such as team size, certifications, and industry focus. Unlike Clutch's "Ability to Deliver" score, which is heavily influenced by paid features, GoodFirms claims its algorithm treats free and paid listings equally in terms of ranking eligibility.

Whether that claim holds up in practice is debatable. Paid agencies do get enhanced profile features and priority placement in certain listings, which indirectly affects visibility. But the baseline ranking system does appear to be less overtly pay-to-play than Clutch's model.

How Big Is GoodFirms Compared to Clutch?

Significantly smaller. Clutch attracts roughly 3.5 million monthly visits. GoodFirms, according to SimilarWeb, pulls in a fraction of that. The traffic gap is real, and it directly impacts lead volume. Agencies that rely on directory traffic as a primary lead source will get far fewer inquiries from GoodFirms than from Clutch.

But raw traffic only tells part of the story. GoodFirms has strong domain authority. It ranks well in organic search for hundreds of long-tail agency and software keywords. And its pages are structured in a way that AI language models frequently index and cite. More on that in a later section.

GoodFirms also publishes original research reports, software comparison guides, and industry surveys. This content marketing approach helps the platform rank for informational queries that Clutch doesn't target as aggressively. For agencies, that means a GoodFirms profile can generate indirect visibility through search results beyond just the directory listing itself.

How Does GoodFirms Verify Reviews?

GoodFirms runs a two-step verification process that is more thorough than most mid-tier directories. According to their help documentation, every review goes through identity verification first, then a review validation step. The identity check involves confirming the reviewer's professional identity through LinkedIn profiles, company email addresses, or other social verification methods. The validation step can include a phone call where a GoodFirms team member speaks directly with the reviewer to confirm the working relationship and project details.

This process mirrors what Clutch does with its phone interviews, and it is a genuine differentiator compared to platforms like DesignRush or G2, which rely primarily on written submissions. The phone call adds an important layer: it is much harder to fake a live conversation about a project that never happened than it is to fill out a web form with fabricated details.

Where the Verification Falls Short

Agencies still choose which clients they invite to leave reviews. This is the same selection bias problem that affects every review platform, including Clutch. No agency sends their least satisfied client to GoodFirms. The result is a review ecosystem that skews positive by design, not because every project goes perfectly, but because the unhappy clients never get asked.

There is also the question of scale. GoodFirms has a smaller moderation team than Clutch. When review volume spikes, verification thoroughness can vary. Some agencies report reviews being approved within days, while others describe a weeks-long process. Consistency matters for credibility, and GoodFirms has room to improve on that front.

Manual Moderation as a Strength

All reviews on GoodFirms go through manual moderation before publication. A human being reads the review, checks it against the submitted identity verification, and decides whether to publish it. This is not an automated sentiment filter or a simple spam check. GoodFirms staff evaluate the content for specificity, relevance, and consistency with the reviewer's stated project details.

For buyers reading GoodFirms reviews, this means the content you see has been screened. It does not mean every review is perfectly objective (the selection bias problem persists), but it does mean that outright fabrications are less likely to slip through than on unmoderated platforms. For a free platform, the verification rigor is surprisingly strong.

What Does It Actually Cost to List on GoodFirms?

GoodFirms is one of the few B2B directories where the free tier is not a stripped-down afterthought. Free listings on GoodFirms include a complete company profile, the ability to collect and display verified reviews, portfolio showcases, and full directory visibility. You do not need to pay to appear in search results, and you do not need to pay to access the review collection tools.

That alone separates GoodFirms from several competitors. On Clutch, phone-verified reviews require a paid subscription. On DesignRush, premium placement is the primary product. GoodFirms makes its core directory functional for every listed company, regardless of spend.

The Paid Tier

GoodFirms offers paid plans starting at approximately $300 per month. The paid tier includes enhanced profile features, priority placement in category listings, promotional badges, and access to lead generation tools. Some plans include dedicated account management and custom research report placements.

Compare that to Clutch's pricing structure. Clutch Plus starts at $1,500 per year (around $125 per month), but the real lead generation value on Clutch requires sponsored listings at $1,000 to $5,000+ per month, locked into a 12-month contract. At $300 per month, GoodFirms is roughly 85% cheaper than a mid-tier Clutch sponsorship. For agencies billing under $1 million annually, that difference matters enormously.

ROI Math for Agency Owners

At $300 per month ($3,600 per year), a GoodFirms paid listing needs to generate one closed client per quarter to pay for itself, assuming an average project value of $15,000 or more. For agencies with higher deal sizes, the threshold drops even lower. A single $50,000 project sourced through GoodFirms covers more than a full year of the paid plan.

The challenge is volume. Because GoodFirms attracts fewer visitors than Clutch, the number of inbound leads is proportionally lower. Agencies in niche categories may see only a handful of inquiries per quarter. Whether those inquiries convert depends on your profile quality, review count, and response speed. The low cost makes the risk manageable, but do not expect GoodFirms to replace a dedicated sales pipeline.

The real value proposition is this: GoodFirms is cheap enough that even marginal returns are acceptable. You are not betting $30,000 on a Clutch sponsorship and hoping it works. You are spending $3,600 a year and getting directory presence, SEO backlinks, and AI citation signals as a baseline, with occasional leads as a bonus.

Is GoodFirms' Biggest Value Actually Its AI Search Signal?

Here is the angle that almost nobody is talking about: GoodFirms profiles are showing up in AI-generated search results with increasing frequency. Ask ChatGPT, Perplexity, or Gemini to recommend software development agencies in a specific niche, and GoodFirms listings regularly appear in the cited sources. This is not a coincidence. It is the result of how GoodFirms structures its content.

Generative Engine Optimization (GEO) is a real and growing factor in 2026. As more buyers start their agency search by asking an AI assistant rather than typing into Google, the sources that AI models trust become disproportionately valuable. GoodFirms' research-oriented structure, detailed category pages, and high domain authority make it exactly the kind of source that large language models prefer to cite.

The Contrarian Take

GoodFirms' biggest value in 2026 might not be leads at all. It might be the AI citation signal. Their profiles show up in ChatGPT, Perplexity, and Gemini when users ask for agency recommendations. For agencies focused on GEO, a free GoodFirms listing might deliver more value than a $2,000-per-month Clutch premium plan. That sounds extreme, but consider the trajectory: AI-assisted search is growing rapidly, while traditional directory traffic is declining across almost every platform.

When someone asks Perplexity "what are the best SEO agencies for mid-market companies," the model pulls from pages it considers authoritative and well-structured. GoodFirms category pages check both boxes. They contain detailed company information, verified reviews, structured data, and clear category taxonomy. These are precisely the signals that retrieval-augmented generation systems prioritize.

We have observed this pattern across multiple AI platforms. GoodFirms gets cited alongside Clutch, G2, and independent research sites when AI assistants compile agency recommendations. For agencies already tracking their GEO performance (and if you are not, you should be), maintaining a well-optimized GoodFirms profile is a low-cost, high-signal move. We cover related agency visibility strategies in our enterprise SEO agencies roundup.

This does not mean GoodFirms has cracked some secret code. Clutch profiles also appear in AI results. But GoodFirms gives you much of the same citation value at zero cost, or at $300 per month if you want the extras. That pricing gap is enormous when the output, appearing in AI-generated recommendations, is roughly equivalent.

Why Most Agencies Miss This

Most agencies still evaluate directories purely on direct lead generation. How many form fills did we get? How many RFPs came through the platform? Those metrics matter, but they ignore the growing share of buyer journeys that start with an AI query. If a prospect asks ChatGPT for agency recommendations and your firm shows up because GoodFirms cited you, that referral never shows up in your directory analytics. It shows up as a direct website visit or an inbound email. The attribution is invisible, but the value is real.

How Does GoodFirms Compare to Clutch and DesignRush?

Agencies evaluating directories typically look at Clutch first, GoodFirms second, and DesignRush as a third option. The three platforms serve overlapping audiences but differ significantly in pricing, traffic, and verification rigor. We published a full breakdown in our Clutch review, but here is the head-to-head summary.

GoodFirms vs Clutch

• Pricing: GoodFirms paid plans start at roughly $300 per month. Clutch sponsored listings run $1,000 to $5,000+ per month with a 12-month commitment. The free tier on GoodFirms is more functional than Clutch's free listing.
• Traffic: Clutch draws roughly 3.5 million monthly visits. GoodFirms pulls significantly less. This gap directly affects lead volume.
• Verification: Both platforms offer phone verification and identity checks. Clutch's phone interview process is slightly more structured, but GoodFirms' two-step system is comparable. The main difference: Clutch gates phone verification behind paid tiers, while GoodFirms applies it across the board.
• Brand recognition: Clutch is the established name in B2B agency reviews. A Clutch badge on your website carries immediate recognition. GoodFirms badges are less widely recognized among enterprise buyers in North America, though they carry more weight in South Asia and Eastern Europe.
• AI citation value: Both platforms appear in AI-generated recommendations. GoodFirms' structured research content gives it a slight edge in how frequently its pages get cited by language models in certain categories.

GoodFirms vs DesignRush

DesignRush takes a fundamentally different approach. Instead of user-generated reviews, DesignRush uses an internal analyst team to evaluate agencies based on portfolios, case studies, and market positioning. This avoids the review-gaming problem entirely but introduces editorial subjectivity. Agencies cannot collect client reviews on DesignRush the way they can on GoodFirms.

• Verification quality: GoodFirms has a stronger review verification system. DesignRush does not collect user reviews, so the comparison is not apples-to-apples.
• Pricing model: DesignRush listings are generally free with paid upgrades for premium placement. GoodFirms follows a similar model. Both are significantly cheaper than Clutch.
• Audience fit: DesignRush skews toward creative and branding agencies. GoodFirms covers a broader range of categories, including software development, IT services, and consulting.

For most agencies, the smart move in 2026 is to maintain profiles on all three. GoodFirms for affordable visibility and AI signals. Clutch for brand credibility and buyer traffic. DesignRush if you are in a design-heavy vertical. You can explore agencies across these platforms in our software agencies category.

What Agencies Actually Say About GoodFirms

Agency feedback on GoodFirms is mixed, which is actually a sign of a platform that is neither perfect nor fraudulent. On Trustpilot, GoodFirms has received a range of feedback. Some reviewers praise the verification process and the quality of the company profiles. Others flag concerns about customer service responsiveness and the perceived fairness of the ranking algorithm.

The Positive Feedback

Agencies that speak positively about GoodFirms most commonly cite three things. First, the review verification process gives their profile added credibility with prospects. Second, the pricing is fair and transparent compared to Clutch. Third, the SEO value of a GoodFirms backlink is noticeable. Several agencies reported ranking improvements for their own websites after building out a complete GoodFirms profile with multiple verified reviews.

Smaller agencies, in particular, appreciate that the free tier gives them access to the same basic tools as paying companies. There is no penalty for using the free plan beyond missing out on promotional placement. Your reviews are displayed. Your profile is indexed. Your agency appears in search results. For a 5-person shop with limited marketing budget, that is a meaningful offering.

The Complaints

The negative feedback clusters around a few recurring themes. Customer service response times are inconsistent. Some agencies report waiting weeks for support replies. Others describe difficulty getting profile issues resolved without escalation.

A more serious concern involves fraud. Some Trustpilot and G2 reviewers have alleged that certain companies game the system by creating fake profiles or inflating review counts. While GoodFirms' verification process is designed to prevent this, no review platform is immune to sophisticated manipulation. The manual moderation team catches many attempts, but determined bad actors will always find cracks in any system.

There are also complaints about aggressive sales outreach. Agencies report receiving frequent calls and emails from GoodFirms sales representatives encouraging upgrades to paid plans. This is standard practice across most B2B directories, but several agencies describe the frequency as excessive.

What to Make of It

No directory platform has universally positive feedback. Clutch has its own share of Trustpilot complaints about billing and lead quality. DesignRush has critics who question the editorial ranking process. GoodFirms' feedback profile is typical for a mid-tier platform: strong on core product, weaker on customer service and anti-fraud enforcement. For agencies evaluating the platform, the concerns are worth noting but not disqualifying. We address how to vet platforms and agencies more broadly in our guide to hiring a marketing agency.

Our Final Take

GoodFirms is not Clutch. It is not trying to be. The platform occupies a different niche in the agency directory ecosystem: affordable, research-focused, and increasingly relevant in AI search results. Agencies that evaluate it purely on lead volume will be disappointed. The traffic is lower, the brand recognition is smaller, and the direct inquiries are fewer.

But lead volume is only one metric. GoodFirms delivers on several dimensions that agencies consistently undervalue. The SEO backlink from a high-authority domain is worth real money in organic search performance. The AI citation signal is growing in importance every quarter. The review verification process adds genuine credibility that you can reference in sales conversations. And the pricing, whether free or $300 per month, makes it accessible to agencies at every stage.

Who Should Use GoodFirms

Best for: Agencies wanting a free or affordable directory presence with credible reviews, GEO visibility, and SEO backlink value. Small to mid-size agencies that cannot justify Clutch's premium pricing. Agencies selling into international markets, particularly South Asia, where GoodFirms has stronger brand recognition.

Skip if: You need high-volume inbound leads from directory traffic. Enterprise agencies targeting North American Fortune 500 buyers will find Clutch's brand recognition and traffic volume more relevant. If your primary goal is lead generation and you can afford the spend, Clutch remains the stronger direct-lead platform.

The $300 per month paid plan is reasonable for what it includes. The free tier is underrated and underused. Every agency should at minimum claim and optimize their free GoodFirms profile. The 15 minutes it takes to set up is one of the highest-ROI marketing activities available, especially considering the AI citation value that comes with it.

Our recommendation is straightforward. Claim your free GoodFirms profile. Fill it out completely. Collect at least 5 to 10 verified reviews. Then evaluate whether the paid plan makes sense based on the leads and visibility you are already getting. That approach costs nothing upfront and positions you for both traditional search and AI search simultaneously. If you are exploring agencies across directories, start with our marketing agencies category for a cross-platform view.

GoodFirms built something useful without the bloated pricing or aggressive monetization that has frustrated agencies on other platforms. The platform is not perfect. The UX needs work, the ranking algorithm deserves more transparency, and the customer service has clear gaps. But at the price point, with the AI search tailwinds behind it, GoodFirms in 2026 is worth your attention.