Best SEO services software(s)?

I work at a company doing everything: SEO, PPC, front/back end dev - everything. My company will not allocate more employees to help me, but I have some money to spend on software and services.

We have about 40 locations for our business spanning across 4 states (US), expanding into more. So, local presence is an important factor.

I have been okay at keeping up with SEO industry standards/best practices, but need to invest in some tools to help with kw research, backlinks, competitors, etc.

I am interested in peoples’ opinions about the big three services: SEMeush, Moz, and Ahrefs.

I am in my first month with Moz. The learning curve is fairly steep and they want me to pay more to add on their “local” feature.

Do any SEO services stand out as better than the others? Or are these 3 the same overall? Or are there other services I should look at?