Confidence by Spotify

Confidence is for product teams that want experiments, release controls and analysis connected to warehouse data. Its managed warehouse makes it possible to start without wiring infrastructure; Growth is a sizeable commitment at $449 a month.

Overview

Confidence combines A/B testing, feature management, rollouts and analytics in a warehouse-native platform. Every account gets a managed warehouse, so teams can begin experimenting without first connecting their own. Paid plans can also connect BigQuery, Snowflake, Redshift or Databricks, with analysis running in inspectable SQL. That combination suits teams that value access to the data behind results, though the paid-plan requirement for customer-warehouse connections may matter to teams that need their own warehouse integrated.

Spotify AB builds and operates Confidence from Stockholm. The product came from Spotify’s team that runs more than 10,000 experiments a year, a background that aligns with its emphasis on experimentation and measurement.

Key features

Experiments and rollouts

A/B tests include sequential testing, automatic guardrails and CUPED variance reduction. These tools make Confidence a credible fit for teams evaluating changes while monitoring for regressions. Rollouts can ramp releases from 1% to 100% under guardrail monitoring, and one-click reverting gives teams a direct way to respond when a release goes wrong.

Flags and targeting

Typed schemas, warehouse-powered targeting and cleanup support give teams more than a basic on/off switch. The Free plan’s unlimited flags and seats make it especially accommodating for small teams or early projects. Custom targeting and sticky assignments are reserved for Growth, so teams needing those capabilities must move beyond the free tier.

Analytics and session replay

Users can ask questions in plain English and receive charts and explanations grounded in experiments, metrics and warehouse data. Session Replay overlays real user sessions with flags and experiment variants, which can help teams investigate why a metric changed rather than just observe that it did.

OpenFeature and event connectors

Confidence is built on the OpenFeature API, and migration kits rewrite competitor SDK code to that standard. This is useful for teams adopting an open feature-flag API or moving existing SDK code. Confidence Event connectors export event data as a managed service, with usage charged pay-as-you-go for Confidence Events.

Security and support

Spotify’s data-protection compliance program covers GDPR, the California Consumer Privacy Act and PCI DSS. Spotify also uses two-factor authentication to protect source code and data, and limits production access to developers working on Confidence products. Support scales by tier: Free has email and in-product support, Growth has priority support, and Enterprise adds direct Slack access to engineers and a dedicated Customer Success Engineer.

Pricing

Confidence uses a freemium model, with a 30-day free trial also offered. The Free plan costs nothing and includes 75,000 credits per month, unlimited feature flags and seats, up to 5 surfaces, Google SSO, a choice of EU or US hosting, one-month audit logs, and email and in-product support. It is a generous entry point for teams that can work within the credit and surface caps; the short audit-log retention and lack of Growth features may constrain larger or more demanding deployments.

Growth costs $449 a month and includes 750,000 credits, up to 15 surfaces, sticky assignments, custom targeting, AI-powered reports and reviews, six-month audit-log retention, SAML SSO and priority support. It is the relevant tier for teams that need the higher surface limit and advanced targeting, but the monthly step up is substantial compared with Free.

Credit top-ups are one-time purchases: 150K credits cost $129 as a one-time purchase, 500K credits cost $299 as a one-time purchase, and 1M credits cost $549 as a one-time purchase. These add credits without changing the plan tier. Enterprise has custom pricing and includes custom credit volume, unlimited surfaces, SCIM, role-based access control, custom audit-log retention, SOC 2 Type II compliance, SLA-backed uptime, direct Slack engineer access, migration support and a dedicated Customer Success Engineer. It is aimed at organizations that need scale, access controls or contractual support beyond Growth.

Platforms

Confidence supports web and mobile, with Android and iOS platforms, a mobile SDK, API access and server-side testing. That breadth makes it relevant to teams running experiments across client and server experiences rather than only on websites.

Who it's for

Confidence fits product and engineering teams that want experimentation, feature flags and release rollouts tied to warehouse-backed analysis. The managed warehouse and free allowance offer a low-friction way to begin; teams with broader surface needs, custom targeting or longer audit retention should weigh Growth’s cost against those requirements. It is less compelling for teams that do not need warehouse-oriented experimentation or cannot justify the Growth price for its additional capacity.

Pros and cons

Pro: The managed warehouse lets teams start experimenting without setting up their own data infrastructure.

Pro: Free includes unlimited flags and seats, along with 75,000 monthly credits and up to 5 surfaces.

Pro: Sequential testing, guardrails, CUPED and monitored rollouts cover both experiment analysis and release safety.

Pro: Inspectable SQL and session replay help teams investigate the data and user behavior behind results.

Con: Free is capped at 5 surfaces and 75,000 monthly credits, with only one-month audit-log retention.

Con: Growth costs $449 a month, a significant jump for teams that need its 15-surface allowance or advanced capabilities.

Con: Custom targeting and sticky assignments are not included in Free.

Alternatives

Choose GrowthBook if self-hosting and a free open-source plan with unlimited experiments and traffic matter more than Confidence’s managed warehouse and paid Growth capabilities. Consider Statsig for a free Developer tier with 2M events per month, unlimited flag and config checks, and 50,000 session replays per month. AB Tasty is another paid option with a free trial and plans that include unlimited experiments, variations and metrics. Choose VWO Feature Experimentation if a paid product with a free trial and a defined starter set of 10 flags and 5 variables is a better fit.

Bucketeer is a free, open-source, self-hosted option without per-seat pricing. Convert Experiences starts at $399 a month for 100K tested users per month and 5 active projects, making it worth comparing when those limits fit the workload. Kameleoon offers a 30-day free trial with up to 3 experiments and a $495 a month PBX Starter plan. Marpipe is also an alternative to consider.

For broader comparisons, see Experimentation Platforms and A/B Testing Tools.

Verdict

Choose Confidence if your product team wants warehouse-backed experimentation, feature management and guarded rollouts in one platform, and can start within Free or justify Growth’s $449 a month. Its strongest case is the combination of a managed warehouse, inspectable analysis and capable experiment controls. Look elsewhere if Growth’s price is hard to support or if you need more than Free’s 5 surfaces without moving to the paid tier.