Overview

Founded in 2015 and based in Stockholm, Custellence is designed to help teams use journey maps to support customer-centric change management. Teams can start with a template or build from scratch, a useful choice between getting moving quickly and shaping a map around a particular service.

Workflow links can connect maps or cards to Google, Microsoft, Slack, Jira, Trello, and Asana. These links help keep mapping connected to work in other tools, though Custellence is not a substitute for them.

Key features

Journey maps and service blueprints address both the customer’s experience and the service behind it. Custom card sizes and lengths, overlapping phases, sub-lanes, colors, images, and icons give teams room to represent different journeys without forcing them into one layout. Emotion mapping adds another way to characterize the experience.

Real-time collaboration, comments, change following, and role and permission controls support shared map work. Salesforce users can sign in through single sign-on, and Custellence is listed on Salesforce AppExchange. Paid plans add passcode-protected links and domain sharing; workspace audit logs provide an additional record of activity.

Custellence says it encrypts data in transit and at rest, hashes and salts passwords, and monitors compliance with privacy laws including GDPR. It has completed a SOC 2 Type II audit, with the report available to customers on request. These measures may suit teams with security requirements, including those in regulated sectors, but they do not remove the need to assess fit against an organization’s own controls.

Support is described as coming from real people, with replies within 24 hours. Enterprise adds priority support and customer experience coaching, which may matter to teams that need more than standard assistance.

Pricing

Free Forever costs 0.00 USD per month and includes 1 workspace, 2 users, 2 journey maps, and unlimited viewers. That is enough for a small team to explore the approach, but the two-map ceiling and no map exports make it restrictive for teams that need to circulate finished work.

Collaborate costs 199.00 USD per month and includes 1 workspace with unlimited users, journey maps, and viewers. It also enables PDF, PNG, or CSV exports and paid sharing controls. This is the practical step up for a team that needs ongoing mapping, broader participation, and exportable deliverables; the price is substantial for a single workspace.

Enterprise has custom pricing and includes unlimited workspaces, users, maps, and viewers. It is the fit for organizations needing multiple workspaces and Enterprise support, including priority help and coaching. The price is custom rather than a published monthly rate.

Platforms

Custellence is available on the web, so teams can use it through a browser rather than a listed desktop or mobile app.

Who it's for

Custellence is aimed at customer experience and journey managers who need to create maps collaboratively, tailor their structure, and connect mapping to team workflows. Its regulated-sector audience and security controls make it relevant to financial services, insurance, and medtech teams, while passcode links and domain sharing help when map access needs tighter boundaries. Solo users or teams with only occasional mapping may find Collaborate difficult to justify, and the free tier’s export restriction limits its usefulness for delivering maps outside the product.

Pros and cons

Pros: Flexible map structures, templates, and service blueprints accommodate different journey-planning needs.
Pros: Real-time collaboration, roles, and permissions support shared ownership, while workflow links connect maps to commonly used work tools.
Pros: Paid sharing controls, audit logs, and stated security measures are relevant to teams managing sensitive or regulated work.
Cons: The free plan stops at 2 maps and does not export, so it is a constrained option for ongoing work or sharing finished maps externally.
Cons: Collaborate costs 199.00 USD per month, a significant commitment for teams that need more than the free limits but only one workspace.

Alternatives

Customer Journey Mapping Software is a useful broader starting point for comparing tools in this category. Consider CX Impact if a free, MIT-licensed project appeals and Linux, macOS, Windows, or web access matters; AI agent and model usage depends on its plan. Milkymap may suit a single user seeking basic free features or a 9.00 EUR per month single-user Pro plan. Customer Journey App is worth considering for a free plan with 3 maps, 1 user, and JSON, HTML, PDF, and PPTX export. René Studio offers a free tier with 3 journeys, one collaborator per workspace, and 1,000 AI credits per month. Smaply may fit users who need a free tier with up to 10 maps and 10 personas, though it has no viewer seats. UXPressia includes PNG export on its free plan, alongside 3 journey maps, 3 personas, and 3 impact maps. OpenText Core Journey is a paid option with pricing available by contacting OpenText. SuiteCX is another paid option.

Verdict

Choose Custellence if your customer experience team needs adaptable journey maps, real-time collaboration, and workflow connections, and can use the paid plan’s larger capacity and exports. Look elsewhere if you need a lasting free workspace with export capability, or if 199.00 USD per month is too much for a single-workspace mapping tool.

	Cemantica	Custellence
Free plan	No	Yes
Free trial	Yes
Paid from		$166.58/mo
Platforms	api, Web	Web
Free plan	No	Yes
Service blueprints	Yes	Yes
Emotion mapping	Yes	Yes
Persona profiles	Yes
Collaborator limit	5 users
Map limit		2 maps
Export formats		image

Cemantica vs Custellence

Cemantica

Custellence