Rilla Pricing Guide for 2026
The complete breakdown: per-rep costs, contract terms, and what a switch to Craft looks like.
Key takeaways
- 1Rilla starts at a reported $3,000 to $4,000 per user per year, on annual contracts paid in full at signing.
- 2With the typical 5-user minimum, entry cost lands around $15,000 to $20,000 per year. A 10-rep team pays roughly $30,000 to $40,000.
- 3The subscription covers field sales coaching only. Call center coaching and estimate follow-up need separate tools.
- 4Buyers report 10-15 minute processing delays, and Rilla Live real-time coaching is new and prompt-based.
- 5Craft covers call center, field sales, and estimate follow-up on one platform, with fair, scalable pricing: quarterly contract options and no seat minimum.
How much does Rilla cost?
Rilla is a field sales coaching platform that uses AI to analyze in-person sales conversations. It does not publish pricing on its website. The figures below are compiled from buyers who shared quotes with us and from public reviews; confirm current numbers with Rilla.
Reported Rilla Pricing Structure
Base Subscription Cost
Starts at $3,000 to $4,000 per user per year with required annual contracts
Paid Upfront
Annual subscription paid in full at contract signing, per public reporting
Minimum Commitment
Typically requires a minimum of 5 user licenses
Contract Length
Requires annual contracts with limited flexibility
What Rilla costs at team size
| Team size | Estimated annual cost |
|---|---|
| 5 field reps (the minimum) | $15,000–$20,000 |
| 10 field reps | $30,000–$40,000 |
| 25 field reps | $75,000–$100,000 |
Estimates based on the reported $3,000 to $4,000 per-user annual rate. Actual quotes vary.
At publicly reported rates, a typical 10-person home service business would pay roughly $30,000 to $40,000 per year for Rilla, in full, at signing.
What's included in Rilla's pricing?
Based on customer feedback, Rilla's subscription typically includes:
What's Included
- Field sales coaching for in-home presentations
- AI analysis of sales presentations
- Basic scoring and feedback system
- Simple scorecard customization
- Basic integration with some CRMs
- Mobile app for field teams
What's Not Included
- Call center coaching: field appointments only, no contact center coverage
- Mature real-time coaching: Rilla Live is new and prompt-based; no full mid-appointment conversation
- AI agents: no AI assistance to help win open opportunities in real time
- Complete CRM integration: limited sync capabilities
- Offline mode: none for low-signal jobsites
- Home improvement features: nothing built specifically for the industry
Costs beyond the subscription
The per-seat rate is only part of the total cost of owning Rilla. Budget for these too:
- Cash upfront: The full annual subscription is reportedly due at signing, so a 10-rep team is writing a $30,000 to $40,000 check on day one.
- Seats you may not need: The 5-user minimum means teams with 2-3 field reps still pay for 5 licenses.
- A year of lock-in: Annual contracts with limited flexibility mean you carry the cost even if adoption stalls.
- The tools you still have to buy: Rilla coaches field appointments only. Coaching your call center and working unsold estimates means budgeting for additional software.
Rilla pros and cons
Pros
- Strong field sales coaching for in-home presentations
- Established virtual ridealong product with custom scorecards
- Mobile app for reps plus manager dashboards and reporting
- Proven with larger field sales organizations
Cons
- $3,000 to $4,000 per user per year with a 5-user minimum
- Annual contracts, reportedly paid in full upfront
- Field appointments only; no call center or estimate follow-up coverage
- 10-15 minute processing delays; real-time coaching is new and prompt-based
Who is Rilla best for?
Rilla is a credible choice if you run 10 or more field reps, have a generous coaching budget, only need coaching on in-home appointments, and can live with 10-15 minute processing delays after each conversation.
It is a harder fit for teams under 5 reps (the minimum still applies), companies whose call center books most of their appointments, and anyone who wants one platform across the whole revenue journey instead of coaching a single stage.
Rilla also serves field teams well beyond home improvement, from auto and real estate to medical aesthetics. If your reps sell outside home improvement, that breadth is the better match. Craft is purpose-built for home improvement, so the value compounds the more your business lives in roofing, windows, bath, and remodeling.
Rilla customer reviews
What field sales teams say about Rilla in their own words. The praise is real, and so are the recurring gaps: transcription accuracy, recording that does not always start on its own, and the wait to see a conversation after it ends.
“Rilla has saved us from lawsuits on two separate occasions.”
Zac C.
Owner, Construction
“The AI feedback is doing very well, and we have good interactions with the support team.”
Kevin W.
Sales Manager, Real Estate
“Sometimes the automatic transcription can misinterpret words or phrases, especially with strong accents, background noise, or overlapping talk.”
Mike G.
VP of Sales, Construction
“It doesn't auto-start recording when the arrive button is hit in ServiceTitan.”
Jonathan G.
Director, Consumer Services
“How slow it takes to load the conversations after completion, and it is hard to understand what is going on because of how it transcribes versus the actual recording.”
Desirea M.
Sales Associate, Real Estate
Reviews from Capterra, verified customers, as of August 2026.
Can you lower your Rilla costs?
Rilla quotes are negotiated rather than listed, so there is room to work with. Four levers worth pulling:
- Buy only the seats you need: Above the 5-user minimum, match licenses to active field reps instead of the full roster.
- Negotiate before renewal: Annual contracts renew on the vendor's terms by default. Start the pricing conversation 60-90 days out.
- Ask for a pilot: Before committing a year upfront, ask to prove adoption with a smaller group first.
- Price every stage of the journey: If you also need call center coaching and estimate follow-up, compare the total stack cost against one platform that covers all three. That is the comparison where Craft usually wins.
Rilla vs Craft
| Rilla | Craft | |
|---|---|---|
| Reported price | $3,000 to $4,000 per user per year | Quote-based, priced by module |
| Contract terms | Annual, reportedly paid upfront | Flexible, quarterly options available |
| Minimum seats | Typically 5 users | No minimum |
| Coverage | Field appointments only | Call center, field sales, and estimate follow-up |
| Real-time coaching | Rilla Live, new and prompt-based | Full-conversation live guidance |
The alternative: Craft
Craft covers the full customer journey for one platform price: real-time AI coaching for field and contact center teams, plus AI agents that work open estimates alongside your reps.
- Real-time AI coaching: Full-conversation live guidance during calls and in-home appointments
- AI agents: AI assistance that helps you win opportunities in real time and works open estimates alongside your reps
- Broader coverage per dollar: Call center coaching, AI agents, and context-aware follow-up included
- Fair, scalable pricing: No seat minimum and quarterly contract options, so cost scales with your team.
- Flexible contract options: Quarterly plans available vs. Rilla's annual lock-in
Is Rilla worth the price?
For large field sales teams that only need in-home coaching and have the budget for it, Rilla can earn its keep. For everyone else, $15,000 to $40,000 per year buys coaching for one stage of the revenue journey while the call center and unsold estimates go uncoached.
We wrote a fuller breakdown of that tradeoff in Is Rilla Worth It in 2026?
Proof from a former Rilla customer
Brookstone Windows & Doors switched from Rilla to Craft
Ken Sherman
President, Brookstone
+20%
Close rate
−22%
Recruiting & training costs
+10%
Net sales per lead issued
Switched from RillaHow Brookstone Windows & Doors lifted close rates 20% after switching from Rilla
“The appointment is won in the breakaway. We wanted coaching that could reach into that moment with our reps, and that is what moved the whole company to Craft.”Read the full case study