Scrunch home

Agencies monetize Scrunch in multiple ways, including as a pass-through technology cost, an agency-branded AI search product, and as strategic infrastructure to grow retainers and acquire new clients.

Example

For example, an agency can monetize Scrunch in the following ways:

Cost pass-through model

This is when an agency treats Scrunch as a billable technology cost and allocates usage across clients.

How it works: The agency purchases a prompt bundle, divides prompts by client or use case, and bills each client based on product usage or a flat allocation.

Why agencies choose it: This model is simple and transparent, mirrors existing SEO tooling models, and provides easy client justification.

Agencies create margin with this model by marking up the cost of prompts, rounding usage per client, and/or bundling cost into broader tooling fees.

Markup-as-a-product model

This is when an agency treats Scrunch as a standalone, monetized offering inside its service stack.

How it works: The agency purchases Scrunch at wholesale pricing, creates an internal, agency-branded platform offering, and sells it as a fixed monthly fee per client.

Why agencies choose it: This model provides predictable recurring revenue, competitive differentiation, and high perceived value.

Agencies create margin with this model by charging a platform fee markup.

Break-even enablement model

This is when an agency uses Scrunch to support higher-margin services instead of treating it as a direct profit center.

How it works: The agency absorbs or breaks even on the cost of Scrunch and uses the platform’s insights to power AEO, SEO, content, PR, and technical optimization strategy. In these instances, Scrunch is used heavily in reporting and client reviews.

Why agencies choose it: Agencies choose this model because it improves client retention and trust, strengthens strategic positioning, and supports client upsells.

Agencies don’t create margin with this model, but maintain and grow client retainers while reducing churn.

Upsell or add-on model

This is when an agency treats Scrunch as an upsell or add-on for clients that want deeper AI visibility.

How it works: The agency keeps core clients on standard retainers and sells Scrunch as an optional add-on. This is common with enterprise and innovation-led clients.

Why agencies choose it: This model avoids forced adoption, offers an easy entry point for skeptical clients, and provides a clean expansion path.

Agencies create margin with this model through premium add-on pricing and high-value positioning.

Internal strategy and prospecting model

This is when an agency uses Scrunch internally to acquire, retain, and grow accounts.

How it works: The agency uses Scrunch in client audits, pitches, and quarterly business reviews to surface AI visibility gaps where competitors are winning and fuel contract or upsell conversations.

Why agencies choose it: This model results in higher close rates, larger deal sizes, and stronger sales differentiation.

This model can be combined with product and service monetization models.

Follow-up question: How do I choose the right business model for my agency?

Beyond using Scrunch internally to pitch prospective clients, most agencies start with the cost pass-through model and evolve into the markup-as-a-product model as client demand increases.