Serpstat for Agencies 2026: Seats, Reports, White Label and Cost per Client

The short verdict for agencies

Agencies are Serpstat's core audience, and the vendor builds its pitch around their daily problem: many sites, many users and many reports. The answer is a bundle. From Team up you get unlimited projects, several seats, daily rank tracking and an API on the same plan, and the agency page goes as far as saying Serpstat can replace most of the separate tools an agency uses. For small and mid-size agencies, Team or Team x2 is the cheapest way we have found to give several people daily rankings, audits, an API and client reports ^[1]. The price backs the pitch.

White label is the catch. The pricing page keeps white label reports for Agency, at $410 a month billed annually, while a help article dated July 2026 says something different. Confirm before you buy. Serpstat fits agencies of two to thirty people that sell SEO with daily rank tracking, audits and monthly reports, and that care more about seats and tracking volume than about removing a logo. It is a weaker fit for agencies that must white-label everything on a budget, for shops built mainly on backlink research, and for anyone who needs refund flexibility.

Pick the plan by headcount, then by tracking volume

The agency page says "Most agencies choose Team and Agency plans", and the pricing FAQ calls Team ideal for small agencies. Team x2, introduced since, sits between the two with six users. All three include unlimited projects, daily tracking and an API, so the real differences are seats and volume. Pick by headcount first, then by how many keywords you track ^[1]:

Team is where most small agencies should start. A two- or three-person agency with up to about eight clients fits comfortably inside its limits, and it already includes 5 scheduled reports and branded reports. Team x2 doubles Team on every line and adds 10 scheduled reports. With all six seats in use, it works out to $28.17 per seat a month billed annually, by our arithmetic. Good value for a growing shop.

Agency is a different tier rather than a bigger Team. It brings 30 users, 2 million API credits at 10 requests per second, white label reports, phone support and a consultation with a data engineer. It has no trial, so ask for a demo first. Most agencies need it only for a team larger than six or for clients who must never see the Serpstat name. Our Serpstat pricing guide covers every plan.

Setting up the team: seats, credits and client workspaces

The owner adds members by email, and each member logs in with their own credentials. Members cannot delete accounts or change profile settings, and only the owner can renew plans or add people, which suits agencies where juniors run reports and a lead owns the account. The key control is credit allocation per member. The owner gives each member a budget per module, members "cannot exceed their allocation", and the allocation comes out of the owner's pool at once. Give each account manager a fixed monthly budget, so one large audit cannot drain the whole agency's credits by the tenth of the month.

Each member also works in an isolated workspace and sees only their own queries. The help center suggests one sub-account per client, with a dedicated email, so that usage is tracked and logged separately. When a member leaves, their unused credits return to the owner. Clean and auditable. Clients themselves need no paid seat: share access gives 50 free viewers on Team, 100 on Team x2 and 500 on Agency. Ignore the old plan table on the agency solutions page, with its 9999 projects; the pricing page is current.

A first-month setup plan

• Week one: create the team, allocate credits, set up client projects with target URLs and tags, and import each client's ranking history.
• Week two: build one report template.
• Week three: share report links with clients.
• Week four: connect the API or n8n for an internal dashboard, then review credit use.

Tracking every client's rankings daily

Every plan from Team up has unlimited projects for Rank Tracker and Site Audit. Strategy Plus, a digital agency, wrote that Serpstat did much of what Moz did without Moz's strict cap on projects. Projects are cheap. Checks are what you budget. Rankings update daily on every plan, covering the top 100 on desktop, mobile and paid results, so a client's drop shows up the day it happens. With unlimited projects and shared viewers, each client can watch their own project between reports instead of emailing to ask.

Competitors come free as well, with unlimited rival sites per project at no extra checks, which makes monthly reports harder for clients to question. Local work is where checks multiply. Rank Tracker covers countries, states and cities, and each city multiplies the checks. A plumber in one city needs one region. A chain with ten branches needs ten. Onboarding got easier in March 2026, when Serpstat began importing ranking history from Semrush and Ahrefs exports automatically, so a client arriving from another agency gets a first report that already shows a trend. Ask for that export on day one.

Winning new clients before the contract starts

Serpstat's custom reports are pitched for presale work as well as client reporting. A 2022 Serpstat post shows an agency building a proposal by entering a prospect's domain in Custom reports and downloading the full report, which turns a two-hour audit into a twenty-minute pitch. The agency page adds a technical audit to the same routine, to find issues and form a work plan while the proposal is being written. Team audits 150,000 pages a month, so one 2,000-page audit per prospect leaves plenty for paying clients.

Finding the prospects in the first place uses the same tools. The 2022 post researches an industry keyword in Keywords Selection, then runs the Competitors report for those keywords through the Google Sheets add-on. The result is a list of sites ranking in your target niche. Then you qualify them. The Sheets add-on runs domain, URL and keyword reports for whole lists, one API request per item, so pasting 200 domains to pull visibility and traffic for each uses about 200 API requests, by our arithmetic. Sort by visibility drops. Those are the prospects who need help now.

Monthly reports clients actually open

One template for every client

Custom reports pull Site Analysis, Rank Tracker, Site Audit and other modules into one document, with GA4 blocks and Looker Studio embeds, and export to PDF ^[2]. Rank Tracker and Site Audit blocks show data only when the domain has an active project, so set projects up first. The help center's routine is simple: build one report, save it as a template, then apply it to each new client's domain with one click. One template for all clients keeps reports consistent and quick. A GA4 block shows the client's last 30 days of analytics beside Serpstat's estimates. Clients trust their own numbers.

Getting reports to clients

Team includes 5 scheduled reports and Team x2 includes 10, so five scheduled reports cover five clients on monthly reporting. Beyond that, share report links or move up a plan. A saved report has its own URL, and recipients view it in a browser without logging into Serpstat. One link, always current. Agencies that already report in Looker Studio can keep doing so: the connector offers Domain history and Competitors reports that clients can view without an account. Branded reports, with your logo beside Serpstat's, come with every Team plan, and for many small agencies that is enough. A small Serpstat logo rarely changes whether a client renews.

White label: the pricing page and the help center disagree

The pricing page lists "White Label Reports" among Agency features and marks them unavailable on all Team plans ^[1]. On that basis, removing Serpstat's logo costs $410 a month billed annually, the deciding factor for many small agencies. The White Label help article describes three levels: your logo in PDF and custom reports, your logo in the interface for your team, and a custom subdomain where clients log in under your brand ^[3]. The custom domain is Agency-only. You point a CNAME record at Serpstat for a subdomain such as seo.yourcompany.com, and DNS changes typically take 15 minutes to 2 hours. Clients then see your portal, not a third-party tool.

The same help article, dated July 16, 2026, says the logo in reports is available from the Individual plan and the interface logo from Team. The pricing page we read on October 13, 2026 keeps white label reports on Agency only. We treat the pricing page as current. Get the answer in writing from sales. We also could not reconcile a limit of 100 projects in the custom reports help with the unlimited projects on the pricing page.

Research work between reports

Serpstat covers the core of the work between reports. Keyword Gap shows the keywords a client's competitors rank for and the client does not, and the MCP server can run the same gap in three prompts. A monthly gap list per client gives account managers a steady stream of content recommendations that clients can see are grounded in data. Clustering groups up to 50,000 keywords per project at 5 credits per keyword, so Team's 25,000 tools credits cluster about 5,000 keywords a month, by our arithmetic. That covers site-structure work for a few clients a month. Batch the rest.

For links, Link Intersect shows sites linking to competitors but not to your client, and batch analysis compares donors on 18 metrics. Serpstat's pages quote different sizes for the link index. Judge it by results, not the number. Paid search is covered too: Serpstat grew out of Netpeak, an SEO and PPC agency, and keeps ad research in its plans, so agencies that sell both can study competitors' ads without another subscription.

The API, MCP and n8n for the back office

Team includes 200,000 API credits a month, and Rank Tracker reads cost nothing. That lets an agency pull every client's rankings into one internal dashboard daily at no credit cost. Agency raises the monthly allowance to 2 million credits, at 10 requests per second. Reports for your own clients may use API data, but customer-facing products need a license; our Serpstat API guide goes deeper.

The AI layer is aimed at account managers. Through the MCP server they can ask Claude or ChatGPT for a client's ranking changes, content gaps or audit errors in plain language. Check the numbers before they reach the client. Serpstat's Skills for Claude produce five standard reports from one prompt, including quick wins, a content strategy and a competitive gap; treat them as first drafts for a strategist. Since July 2026 Serpstat is also an n8n node, so a weekly flow per client can pull rank summaries, flag drops above five positions and post them to a team channel.

What it costs per client, and the fine print

The cost per client

Billed annually, Team costs $20 a client a month across five clients, Team x2 $16.90 across ten, and Agency $20.50 across twenty, by our arithmetic. Most agencies charge clients far more than that for reporting alone. Even at the top of the range, a twenty-client agency paying $4,920 a year for Agency spends about $246 per client per year on the tool, a small fraction of a typical monthly retainer. Seats and workflow matter more than the subscription price.

Two sample budgets show where the plan lines fall. Five clients with 200 keywords each, tracked daily on desktop in one region, use about 30,000 position checks a month, and five monthly audits of 5,000 pages use 25,000 audit pages. That fits Team's 50,000 checks and 150,000 pages, with room for mobile on the top keywords. Twenty clients at 200 keywords each need about 120,000 checks a month, more than Team x2's 100,000. With eight staff, Agency's 500,000 checks and 30 seats fit at $410 a month billed annually.

Billing terms to calendar

Invoices carry your company name, address and VAT number if you enter them before the first payment. The FAQ says you can pause a subscription or change plans through support, so seasonal agencies should get both terms in writing first. The terms call payments non-refundable and ask for cancellation by email at least 15 days before renewal ^[4]. On an annual Agency plan, a missed date costs $4,920. Put it in the finance calendar and switch off renewal in Bills. When a plan lapses, data is kept 2 to 100 months by plan, then every project but the first is deleted. Export each departing client's history.

What agencies say about price

Serpstat's own agency stories keep coming back to cost. Strategy Plus, an agency founded in 1997, moved from Moz to Serpstat when the renewal stopped being cost-effective, in a post from October 2020. PRAGM, a two-person Canadian agency, valued realistic search volumes and data for small markets such as Luxembourg and Switzerland, and wanted software that would not keep changing prices to force upgrades. Both are vendor-published cases, chosen by Serpstat.

Serpstat next to Semrush, SE Ranking, Ahrefs and Mangools

Semrush charges at least $45 a month for each extra user and sells white-labeling through a $20 Pro Report add-on. A five-person agency on Semrush SEO pays at least $319 a month before reports, against $209 for Serpstat Team x2. Semrush is cheaper for white label alone. SE Ranking sells an Agency Pack for $69 a month on annual billing, with white label for the platform and reporting, 30 client seats and a lead generator, and its Growth plan includes 3 manager seats at $279 a month. For white label on a budget, SE Ranking is the stronger offer.

Ahrefs Standard adds up to 5 users at $60 a month each, Report Builder costs $99 a month extra, and it tracks weekly. Agencies that need daily client rankings and many seats pay less at Serpstat, though link-building shops may still prefer Ahrefs. Mangools charges $129 a month for its Agency plan, the one with daily tracking, and has no site audit tool. Fine for a solo consultant. Our Serpstat vs Semrush comparison goes deeper on the closest rival.

The bottom line

Count staff, clients and keywords first. Pick Team for up to three people, Team x2 for up to six, and Agency only for a bigger team or reports that must carry your logo alone. Then build one report template, share links with clients, and pull rankings into your own dashboard through the free API reads. For most agencies that is the best value in SEO tooling we have found. White label is the exception, so confirm it in writing before you commit to a year, and calendar the renewal notice date.