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Journey-mapping tools cost about 7× Visio: US$2,280 vs US$300 for five editors

What six mapping tools charge a five-editor CX team a year, from their pricing pages, and what became of the ten tools this blog named in 2023. As of September 2026.

By TechBag

· 2 min read · Facts checked September 2026

Illustration: The TechBag Journal

The 2023 version of this piece listed ten tools for a “customer journey roadmap” and quoted Aberdeen and McKinsey figures it never linked. The buyer’s question underneath was practical: do we need specialist software to map our customers’ journey, or will the diagram tool we already pay for do? We priced six of the ten for a five-person CX team.

01The map costs US$75 to US$2,280 a year

The three journey-mapping specialists cost seven times Visio for the same five editors

US$ list price a year for five editors, cheapest paid plan with unlimited maps, annual billing, 2026

Smaply Repository US$38 an editor a monthUS$2,280
UXPressia Pro US$36 a user a monthUS$2,160
Custellence Collaborate flat, unlimited usersUS$1,999
Lucidchart Team US$10 a user a monthUS$600
Visio Plan 1 US$5 a user a monthUS$300
Canvanizer Standard flat, up to 15 collaboratorsUS$75
Table view
Value (US$)
Smaply Repository2,280
UXPressia Pro2,160
Custellence Collaborate1,999
Lucidchart Team600
Visio Plan 1300
Canvanizer Standard75

Source: Vendor pricing pages (Smaply, UXPressia and Custellence via Internet Archive copies of April, July and June 2026); TechBag arithmetic · as of 30 September 2026 · Custellence and Canvanizer are flat plans; the rest are per editor. UXPressia's page does not label its billing basis

Smaply’s cheapest paid tier, Repository, was US$38 an editor a month billed yearly in April 2026, or US$59 monthly; its free plan allows ten maps in one personal workspace.1 UXPressia listed Pro at US$36 a user, with a free plan of three maps.2 Custellence sells Collaborate as a flat US$1,999 a year for unlimited users, which makes it the cheapest specialist past five editors.3 On the diagramming side, Lucidchart Team is US$10 a user a month billed annually,4 Visio Plan 1 is US$5,5 and Canvanizer’s Standard plan is US$75 a year for three workspaces.6

02What the 2023 list became

Two of the ten were never mapping tools. Hotjar and Google Analytics measure what visitors actually do; a map records what a team believes they do. A team needs both, and the measuring half is mostly free: the companion piece on heatmap tools prices it.

03Buying it in India

None of the six prints a rupee price: expect a dollar or euro card charge, or a reseller invoice with 18% GST. At an indicative ₹83 to the dollar, five Smaply editors are about ₹1.89 lakh a year before GST and five Visio Plan 1 seats about ₹24,900, TechBag arithmetic rather than quotes. A company on Microsoft 365 already has Visio in Microsoft 365 for basic diagrams.5 Personas built from interview recordings and support transcripts hold personal data under the DPDP Act; the Rules notified on 13 November 2025 bring the security-safeguards duty into force on 13 May 2027.11 Ask where the map tool stores uploads before research files go in.

Sources

  1. Smaply pricing (Free; Repository US$38, Framework US$67, Governance US$96 an editor a month billed yearly), Internet Archive copy — 19 April 2026
  2. UXPressia pricing (Free, three maps; Pro US$36 and Business US$95 a user), Internet Archive copy — 14 July 2026
  3. Custellence pricing (Free, 2 users; Collaborate US$199 a month or US$1,999 a year, unlimited users), Internet Archive copy — 15 June 2026
  4. Lucid, Lucidchart pricing (Individual US$9, Team US$10 a user a month billed annually) — undated page
  5. Microsoft, Compare Visio options (Plan 1 US$5, Plan 2 US$15 a user a month, yearly; Visio in Microsoft 365 included in commercial plans) — undated page
  6. Canvanizer home page and plans (Startup US$25, Standard US$75 a year), Internet Archive copy — 1 September 2026
  7. Google Analytics Help, Universal Analytics has been replaced by Google Analytics 4 — 1 July 2023
  8. Internet Archive capture index for hotjar.com/pricing (permanent redirect from 15 March 2026) — 15 March 2026
  9. Internet Archive capture index for touchpointdashboard.com (last capture January 2023) — 30 January 2023
  10. Gliffy pricing (Pricing for Gliffy Confluence Apps; free to 10 users, US$3.80 a user a month for 11 to 100), Internet Archive copy — 13 April 2026
  11. Digital Personal Data Protection Rules, 2025: notification and phased commencement — notified 13 November 2025

Disclosure. TechBag is a software reseller: it earns a margin when a reader buys through it, including from vendors named here. The analysis is TechBag’s own; no vendor paid for or saw this piece before publication. Facts are labelled reported, TechBag count or our view.

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