Your verdict
Your page is half shared.
About half of what your page says, fingerprint.com also says. You're less same than 179 of the 366 SaaS sites scored (SaaS avg 56).
Each named site is scored the same way, against the other 3 in this set, so its tick means the same as your marker. The dashed line is the frozen benchmark average.
More same than average
The average SaaS site scores 56; you scored 57.
You are 1 point more same than the average SaaS site.
Closest overlap: fingerprint.com
Of the 3 sites you named, fingerprint.com echoes the most of what your page says: 66% of it, weighted by placement. Scored the same way you were, against the rest of the set, fingerprint.com's own Sameness Index is 61. Those are different measures: the first is overlap with your page, the second is how same fingerprint.com's whole page is.
fingerprint.com is the competitor you sound most like.
Room to own more
30% of your claim space is ownable: unique, relevant, and hard to copy. 1 of those claims sits in body copy, where few readers reach it.
30% is ownable, and 1 buried opportunity could help you stand out more.
Three changes worth testing first.
Chosen by rule from the comparison with Sardine, fingerprint.com and BioCatch: the shared claim taking your most prominent space, then the claims only you make that sit too low on the page to be read. Each one links to its claim card.
- “AI Rule Builder”
Sardine and BioCatch say it too (67% of the set). Buyers may still need it, but shared ground cannot carry your hero — move it lower and give that space to something only you can say.
Table stakesMost of the set says this too. - “Guaranteed return[s]”
Nobody in the set says this. It sits in body copy, where few readers reach it — worth testing higher up the page; only buyers can tell you whether it lands.
SurfaceYours alone. Test it higher up. - “AI-powered Browser ID”
Keep the fact, lose the position: fingerprint.com and BioCatch say it too (67% of the set), and your hero is spending its first impression on the same territory as theirs.
Table stakesMost of the set says this too.
Try these changes, then test them with real buyers.
This measures overlap. Whether buyers notice is a different question, and only they can answer it.
What you can own
Claims only you make, that buyers weigh, and that competitors can’t easily copy.
30% of your page’s claim space is yours to keep.
Why this is not 100 minus the Sameness Index
The index is a weighted composite across six categories, including page structure and visuals. This bar is measured on your claims alone, weighted by where each one sits on the page. Different denominators, so the two never add to 100 and are not meant to.
Already leading with · 3
- AI-assisted rule building for risk teams
“AI Rule Builder”
- AI-powered browser identification signal
“AI-powered Browser ID”
- Majority of top delivery platforms are customers
“50%+ of top delivery platforms trust Incognia”
Buried in body copy · 1
- Guaranteed return on investment
“Guaranteed return[s]”
Where you blend in
Territory you spend prominent space on that the set also occupies. Not every line is one to delete — the question is whether it has earned the space, or whether something only you can say should be there instead.
- Commodity · 67%Table stakesHeroAI-powered fraud risk platform
- “AI Rule Builder”
- “AI-Powered Risk Intelligence”
You say this 2 different ways.
Sardine and BioCatch cover this territory. Buyers may need to hear it, but in your hero it spends the first impression on shared ground.
They say- Sardine“Agentic Financial Crime Platform for Fraud Prevention & AML”
- BioCatch“BioCatch Connect is a next-generation fraud and financial crime platform”
- Commodity · 67%Table stakesHeroDevice and browser identification/recognition
- “AI-powered Browser ID”
- “Across devices”
You say this 2 different ways.
Common ground with fingerprint.com and BioCatch. Say it if buyers need it — lower on the page, where it is not the thing they read first.
They say- fingerprint.com“Any browser, any device.”
- BioCatch“every day, on every device”
- Commodity · 67%Table stakesHeroTells legitimate users from fraudsters without friction
- “Identify users vs. fraudsters”
- “This cutting-edge detection signal prevents fraud, false positives and friction for platform businesses”
You say this 2 different ways.
Sardine and fingerprint.com make the same claim (67% of the set). It cannot set you apart, so it should not carry the hero.
They say- Sardine“Proprietary device and behavioral signals uncover early signs of fraud, without adding friction”
- fingerprint.com“Prevent attacks without blocking UX”
- Commodity · 100%Table stakesSectionNamed customers as proof
- “50%+ of top delivery platforms trust Incognia”
- “Trusted by leading platforms (Zeps, webull, nextdoor, delivery-hero, just-eat-takeaway, grubhub, favor, cabify, SumUp2)”
You say this 2 different ways.
A buyer comparing tabs sees this on Sardine, fingerprint.com and BioCatch. Yours earns nothing by repeating it up top; it can live lower down.
They say- Sardine“The top agentic risk platform used by leading banks and merchants worldwide”
- fingerprint.com“Trusted by 6000+ companies of all sizes”
- BioCatch“Only BioCatch is trusted by 350+ of the world's most innovative, forward-thinking retail banks”
- Commodity · 100%Table stakesSectionOne unified platform across fraud and AML
- “Three layers, one powerful fraud signal”
Sardine, fingerprint.com and BioCatch got here first as far as a buyer can tell. Keep the fact for readers who need it; move the position to a claim only your page can make.
They say- Sardine“Unifying fraud prevention, AML compliance, and real-time transaction monitoring in one platform”
- fingerprint.com“Smart Signals surface 100+ bleeding-edge attributes built by our world-class research team”
- BioCatch“unites real-time telemetry, behavioral analysis, and predictive intelligence”
- Commodity · 67%Table stakesSectionServes many industries and fraud types
- “Covers fraud types including Promo & Refund Abuse, Account Ban Evasion, Driver Account Sharing, Account Takeover, Collusion Scams, Compensation Abuse…”
- “Addresses fraud across industries: Food Delivery, Ride Sharing, P2P Marketplaces, Financial Services”
You say this 2 different ways.
Shared with Sardine and BioCatch, 67% of the set. True of you, true of them — which is exactly why it will not decide anything.
They say- Sardine“Modular building blocks for managing risk across the customer journey”
- BioCatch“detect and prevent account opening fraud, account takeover, social engineering scams, and mule accounts”
Claim-by-claim evidence
Every claim on your page (13)
What the columns mean
- Claim
- The grouped claim, then your exact line beneath it.
- Type
- What kind of claim it is: category, segment, outcome, capability, quality or proof.
- Placement
- Where it sits on your page: hero, section or body copy. Hero claims weigh most in the index.
- Same claim
- Share of the competitors making this exact claim. Drives ownership and ownable share.
- Same territory
- Share of the competitors with any claim in the same buyer-facing territory. This is what the index is scored on.
- Sayability
- Whether a competitor could truthfully make the same claim: anyone could, copyable with effort, or hard to copy.
- Relevant
- Whether buyers decide on this. A unique claim nobody buys on is not ownable.
- Ownership
- Commodity: 60% or more of the set says it. Contested: 20–59%. Unique: under 20%, owned when it is also hard to copy.
Tap a column to sort by it; tap again to reverse. Sorted by Same claim, highest first.
Trusted by named leading platforms/brands “Trusted by leading platforms (Zeps, webull, nextdoor, delivery-hero, just-eat-takeaway, grubhub, favor, cabify, SumUp2)” | proof | Section | 100% | 100% | Copyable with effort | Yes | Commodity |
Recognizes the same user across devices/browsers “Across devices” | capability | Hero | 67% | 67% | Copyable with effort | Yes | Commodity |
Covers a broad range of fraud types “Covers fraud types including Promo & Refund Abuse, Account Ban Evasion, Driver Account Sharing, Account Takeover, Collusion Scams, Compensation Abuse…” | capability | Section | 67% | 67% | Anyone could say it | Yes | Commodity |
Rival approaches miss sophisticated evasion techniquesgrouping uncertain “Not just device intelligence” | quality | Section | 67% | 67% | Anyone could say it | Yes | Commodity |
Stops fraud without adding friction or false positives “This cutting-edge detection signal prevents fraud, false positives and friction for platform businesses” | outcome | Section | 67% | 67% | Anyone could say it | Yes | Commodity |
AI-powered risk/fraud intelligence platform “AI-Powered Risk Intelligence” | category | Hero | 33% | 67% | Anyone could say it | Yes | Contested |
Distinguishes legitimate users from fraudsters “Identify users vs. fraudsters” | outcome | Hero | 33% | 67% | Anyone could say it | Yes | Contested |
Combines multiple signal layers into one risk signal “Three layers, one powerful fraud signal” | capability | Section | 33% | 100% | Copyable with effort | Yes | Contested |
AI-assisted rule building for risk teams “AI Rule Builder” | capability | Hero | 0% | 67% | Copyable with effort | Yes | Unique and owned |
AI-powered browser identification signal “AI-powered Browser ID” | capability | Hero | 0% | 67% | Copyable with effort | Yes | Unique and owned |
Majority of top delivery platforms are customers “50%+ of top delivery platforms trust Incognia” | proof | Section | 0% | 100% | Copyable with effort | Yes | Unique and owned |
Serves multiple industry verticals “Addresses fraud across industries: Food Delivery, Ride Sharing, P2P Marketplaces, Financial Services” | segment | Section | 0% | 67% | Anyone could say it | No | Unique for now |
Guaranteed return on investment “Guaranteed return[s]” | outcome | Body | 0% | 67% | Copyable with effort | Yes | Unique and owned |
- Trusted by named leading platforms/brands“Trusted by leading platforms (Zeps, webull, nextdoor, delivery-hero, just-eat-takeaway, grubhub, favor, cabify, SumUp2)”proofSectionsame claim 100%same territory 100%Copyable with effortCommodityAlso on Sardine, fingerprint.com, BioCatch
- Recognizes the same user across devices/browsers“Across devices”capabilityHerosame claim 67%same territory 67%Copyable with effortCommodityAlso on fingerprint.com, BioCatch
- Covers a broad range of fraud types“Covers fraud types including Promo & Refund Abuse, Account Ban Evasion, Driver Account Sharing, Account Takeover, Collusion Scams, Compensation Abuse…”capabilitySectionsame claim 67%same territory 67%Anyone could say itCommodityAlso on Sardine, BioCatch
- Rival approaches miss sophisticated evasion techniquesgrouping uncertain“Not just device intelligence”qualitySectionsame claim 67%same territory 67%Anyone could say itCommodityAlso on fingerprint.com, BioCatch
- Stops fraud without adding friction or false positives“This cutting-edge detection signal prevents fraud, false positives and friction for platform businesses”outcomeSectionsame claim 67%same territory 67%Anyone could say itCommodityAlso on Sardine, fingerprint.com
- AI-powered risk/fraud intelligence platform“AI-Powered Risk Intelligence”categoryHerosame claim 33%same territory 67%Anyone could say itContestedAlso on Sardine
- Distinguishes legitimate users from fraudsters“Identify users vs. fraudsters”outcomeHerosame claim 33%same territory 67%Anyone could say itContestedAlso on fingerprint.com
- Combines multiple signal layers into one risk signal“Three layers, one powerful fraud signal”capabilitySectionsame claim 33%same territory 100%Copyable with effortContestedAlso on BioCatch
- AI-assisted rule building for risk teams“AI Rule Builder”capabilityHerosame claim 0%same territory 67%Copyable with effortUnique and owned
- AI-powered browser identification signal“AI-powered Browser ID”capabilityHerosame claim 0%same territory 67%Copyable with effortUnique and owned
- Majority of top delivery platforms are customers“50%+ of top delivery platforms trust Incognia”proofSectionsame claim 0%same territory 100%Copyable with effortUnique and owned
- Serves multiple industry verticals“Addresses fraud across industries: Food Delivery, Ride Sharing, P2P Marketplaces, Financial Services”segmentSectionsame claim 0%same territory 67%Anyone could say itnot a buying criterionUnique for now
- Guaranteed return on investment“Guaranteed return[s]”outcomeBodysame claim 0%same territory 67%Copyable with effortUnique and owned
How this was calculated
Sameness measures how much your claims overlap with the sites compared. It does not measure message quality or whether buyers prefer you.
AI-analyzed: an AI read each page on its own and grouped the claims that say the same thing. No score here was written by a model — every number is computed from those groupings in our own code, with the weights below.
How the score is built
| Category | Weight | Yours | What a high score means |
|---|---|---|---|
Messaging Category framing, who it is for, and the outcome promised | 30% | 67 | The most expensive kind of sameness. A buyer cannot tell what job you do that the others do not. |
Claims Attribute and benefit claims — speed, ease, quality, ROI | 30% | 67 | Every shared claim is a line already read on another tab. Cut the ones nobody owns and spend the space on something they cannot. |
Features Capabilities and functions the page lists | 15% | 71 | Expected in a mature category, and the least alarming of the six. Feature parity is normal; leading with it is the mistake. |
Proof The kinds of evidence offered: customer logos, numbers, testimonials, case studies, badges | 10% | 47 | Same kinds of proof as everyone means the proof stops working as proof. It is scored on the kind of evidence, not on which customers are named. |
Structure Section order, navigation, CTA language and placement | 10% | 0 | The generic SaaS template — hero, logos, three-feature grid, testimonial, CTA. Familiar is not the same as memorable. |
Visual Palette family, imagery style, layout patterns | 5% | 34 | Weighted lowest on purpose: buyers rarely decide on this. Worth knowing, rarely worth fixing first. |
Each site was read on its own first, with no knowledge of the others, so your page gets no benefit of the doubt a competitor’s does not. A category nothing could be measured for drops out and the rest are re-weighted, rather than counted as zero.
What we compared (4 pages read)
What it cannot tell you
The index can find where two pages converge. It cannot say whether a buyer would notice, or which of your reasons to buy actually land. A single check also moves several points between runs, so read the band and the ranking, not the last digit.
Your highest-impact changes
- 1Table stakesYour hero copy says “AI Rule Builder”.
Sardine and BioCatch say it too (67% of the set). Buyers may still need it, but shared ground cannot carry your hero — move it lower and give that space to something only you can say.
- 2Table stakesYour hero copy says “AI-powered Browser ID”.
Keep the fact, lose the position: fingerprint.com and BioCatch say it too (67% of the set), and your hero is spending its first impression on the same territory as theirs.
- 3Table stakesYour hero copy says “Identify users vs. fraudsters”.
This is the set's common ground — Sardine and fingerprint.com say it too (67% of the set). It will not set you apart wherever it sits, and in the hero it costs you the one place a distinctive claim would be read.
- 4Table stakesYour hero copy says “Across devices”.
A buyer with three tabs open reads a version of this on every one of them. Say it further down for the readers who need it; the hero should carry a claim they will only find here.
- 5Table stakesYour section copy says “Three layers, one powerful fraud signal”.
True of you and true of them: Sardine, fingerprint.com and BioCatch all say it too. That is why it decides nothing, and why the section is the wrong place to spend it.
- 6Table stakesYour section copy says “50%+ of top delivery platforms trust Incognia”.
In the section: Sardine, fingerprint.com and BioCatch all say it too. Buyers may still need it, but shared ground cannot carry your section — move it lower and give that space to something only you can say.
- 7Table stakesYour section copy says “Trusted by leading platforms (Zeps, webull, nextdoor, delivery-hero, just-eat-takeaway, grubhub, favor, cabif…”.
In the section: Keep the fact, lose the position: sardine, fingerprint.com and BioCatch all say it too, and your section is spending its first impression on the same territory as theirs.
- 8Table stakesYour section copy says “Covers fraud types including Promo & Refund Abuse, Account Ban Evasion, Driver Account Sharing, Account Takeo…”.
In the section: True of you and true of them: Sardine and BioCatch say it too (67% of the set). That is why it decides nothing, and why the section is the wrong place to spend it.
- 9Surface“Guaranteed return[s]” is yours alone, and buyers weigh it.
Nobody in the set says this. It sits in body copy, where few readers reach it — worth testing higher up the page; only buyers can tell you whether it lands.
The only way to know if it matters.
This report can tell you where your messaging overlaps. It cannot tell you whether a buyer would care, or which of your reasons to buy actually land. Put the page in front of real B2B buyers in your target market and ask them.
