What’s not included in the retainer?

Access to paid SEO, UX, A/B testing etc. tools is not provided unless the subscriptions are paid for by the client. The costs of various licenses (i.e. 30 hours of dev work vs. a $50 script or 20 hours of design work vs. a $20 UI kit) are not included – while it’s a minor expense, you should expect such expenses occasionally.