Pricing pages in this category are built to be compared badly. A number sits at the top of the card, the seat count sits underneath in smaller type, and the thing that actually determines what you can build sits in a feature list two screens down.
That last one is the problem. Put these ten pricing pages side by side and you get a range from €19 to $575, which looks like a like-for-like spread and is not. Some of those numbers buy a tool that screenshots each step. Some buy a video recorder. A few buy something that captures the real DOM of your product. Those are different categories of software wearing the same label.
The table that actually compares like with like
Start here rather than with the advertised prices. This is what each vendor charges for the tier where the demo is your real interface: the viewer clicks the actual DOM your app rendered, and you can edit the copy inside it afterwards instead of re-recording when a label changes.
| Tool | Cheapest tier with real HTML capture | Published price | Seat terms |
|---|---|---|---|
| Peutly | Starter, and every plan | $175/mo · $140 annual | Unlimited users |
| HowdyGo | Starter, and every plan | $199/mo · $159 annual | Unlimited users |
| Supademo | Growth, "Guided HTML demos" | $450/mo · $350 annual | 5 creators bundled, +$50 each |
| Walnut | Ignite | $575/mo, annual billing only | 3 editors + 3 presenters |
| Storylane | Growth, "HTML Demo Editor" | $625/mo · $500 annual | 5 seats, +$100 each |
| Navattic | Base, "Unlimited HTML demos" | Not published | 5 seats |
| Arcade | Enterprise, "HTML capture" | Not published | Custom |
| Stepshots | Not offered on any plan | — | Screenshot capture only |
| Tango | Not offered on any plan | — | Screenshot-based guides |
| Scribe | Not offered on any plan | — | Screenshot-based guides |
The spread is narrower than the advertised one and the ordering is completely different. Storylane and Supademo, which advertise $50, both put DOM capture on a tier costing more than ten times that. Arcade never publishes a price for it at all: "HTML capture" appears only in the Enterprise column. Stepshots, Tango and Scribe do not offer it on any plan, because they are screenshot products by design.
Peutly is on this list, and this is the table that flatters us most, which is exactly why every line of feature wording above is quoted from the vendor rather than paraphrased. Check it against their pricing pages.
The advertised prices, and what each one captures
| Tool | Entry paid plan | What that tier captures | Seat terms |
|---|---|---|---|
| Peutly | Starter, $175/mo · $140 annual | Real HTML/DOM | Unlimited users |
| HowdyGo | Starter, $199/mo · $159 annual | Real HTML/DOM | Unlimited users |
| Storylane | Starter, $50/mo · $40 annual | Screenshots and video | 1 seat, +$40 per extra |
| Navattic | Base, not published | Real HTML/DOM | 5 seats |
| Arcade | Growth, $50/user/mo · $42.50 annual | Video and uploaded media | Up to 10 users |
| Supademo | Scale, $50/creator/mo · $38 annual | Screenshots and video | Per creator |
| Walnut | Ignite, $575/mo, annual billing only | Real HTML/DOM | 3 editors + 3 presenters |
| Stepshots | Pro, €19/mo, no annual published | Screenshots | No per-seat billing |
| Tango | Pro, $20/user/mo · $15 annual at 3+ users | Screenshots | Per paid seat |
| Scribe | Pro Team, $17/seat/mo · $13 annual | Screenshots | From 5 seats |
Four of these entry plans include exactly one seat, which means the advertised price applies to a team of one. And five of them capture screenshots or video, which means the advertised price applies to a different product than the one you are probably shopping for.
Does the capture type actually matter?
For some jobs, no, and it is worth being clear about that before spending three times as much. A screenshot walkthrough is perfectly good for a support article, an internal SOP or a feature announcement nobody needs to interact with. Tango and Scribe build their whole products on that premise and they are excellent at it.
It starts to matter in two places. The first is what the viewer experiences: a screenshot demo is a slideshow with hotspots, and buyers can tell. The second, and the one that decides whether a demo programme survives, is maintenance. When your product renames a button, a screenshot demo needs re-capturing and a DOM demo needs a text edit. That difference is what caps how many live demos a team can realistically keep accurate.
Pick the capture type from the job, then compare prices within that type. Comparing across types is how a $50 plan ends up looking cheaper than a $175 one that does something else entirely.
What a team of five actually pays
Five is a realistic number for a company where demos matter: a product marketer, two account executives, a customer success lead and whoever owns the website. Two columns here, because one on its own is misleading.
| Tool | 5 seats, entry tier | 5 seats, HTML capture | Why |
|---|---|---|---|
| Peutly | $175 (Starter) | $175 (Starter) | Unlimited users, HTML capture on every plan |
| HowdyGo | $199 (Starter) | $199 (Starter) | Unlimited users, HTML capture on every plan |
| Supademo | $250 (Scale) | $450 (Growth) | Scale is screenshot capture; HTML demos start on Growth |
| Arcade | $250 (Growth) | Not published | HTML capture is Enterprise only |
| Storylane | $625 (Growth) | $625 (Growth) | Five seats already forces Growth, which is also where HTML starts |
| Walnut | $1,550 (Accelerate) | $1,550 (Accelerate) | Ignite caps at 3 editors, so five builders is Accelerate |
| Navattic | Not published | Not published | 5 seats on Base, no price on the page |
| Stepshots | €19 (Pro) | Not offered | No seat billing, screenshots only, 30 hosted demos |
Read the two columns together and the shape of the category is clear. On screenshot capture, Arcade and Supademo are the value options at $250. On HTML capture, the published field is Peutly at $175, Supademo at $450, Storylane at $625 and Walnut at $1,550, with Arcade and Navattic unpriced.
The three pricing models, and who each one suits
Per seat, uncapped
Arcade ($50/user), Supademo Scale ($50/creator), Tango ($15–$26/user), Scribe ($13–$17/seat). The bill is linear in headcount. Excellent value for one to three people, and it keeps being excellent right up until the moment demos become a team activity, at which point it becomes the most expensive model on the list.
Tiered bundles with overage
Storylane (1 seat on Starter at +$40, 5 on Growth at +$100), Supademo Growth (5 creators at +$50), Navattic (5 on Base, 10 on Growth), Walnut (3+3 on Ignite, 6+6 on Accelerate). You buy a block of seats and pay a premium above it. The trap is the step between tiers, and at Storylane and Supademo that step is also where DOM capture begins, so you rarely cross it for seats alone.
Flat, per workspace
Peutly ($175 Starter, $450 Pro) and Stepshots (€19 Pro). The price does not respond to headcount at all. This is the worst deal available if demos are one person's job, and the best one once they are not. Stepshots caps what you publish instead (30 hosted demos on Pro); Peutly caps nothing.
What sits behind Enterprise
| Capability | Cheapest tier that includes it |
|---|---|
| Real HTML/DOM capture | Peutly Starter ($175) · Supademo Growth ($450) · Walnut Ignite ($575) · Storylane Growth ($625) · Navattic Base and Arcade Enterprise, both unpublished |
| Custom domain / whitelabel URL | Peutly Pro ($450) · Navattic Growth (unpublished) · Storylane Premium ($1,500) · Walnut Accelerate ($1,550) · Arcade Enterprise |
| SAML SSO | Walnut Ignite as a paid add-on ($575) · Storylane Premium ($1,500) · Navattic, Supademo, Arcade, Tango, Scribe: Enterprise only |
| Public API | Navattic Base (MCP server) · Walnut Scale · Storylane Enterprise · Arcade Enterprise · Scribe Enterprise |
| Per-step drop-off analytics | Supademo Scale ($50) · Navattic Base · Arcade Growth ($50) · Peutly Pro ($450) · Storylane Growth ($625) |
Four questions worth asking before you sign
- 1Which tier captures the real DOM? At most vendors this is not the tier on the pricing card, and it is the single biggest determinant of what you can build.
- 2What does the next seat cost? Not the plan, the seat. If the answer is in a footnote or requires a call, treat the advertised price as a deposit.
- 3What happens when I publish demo number thirty-one? Stepshots caps hosted demos on Pro. Most others cap seats instead. Know which limit you will hit first.
- 4How long does it take to fix a demo after a UI change? Capture a flow, rename a button in your own product, then repair the demo and time it. That number is the one you live with monthly.
