Apollo.io
4.7 AI Sales & CRM
All-in-one AI sales platform combining a 275M+ contact B2B database with prospecting, enrichment, and engagement.
Free tier · $49/mo Visit ↗
Clay
Top pick AI Sales & CRM 4.8 /5 MaxAEO Score
AI-native data enrichment and GTM automation that waterfalls 75+ data providers and runs an AI research agent at scale.
Quick answer
Clay is best for RevOps and GTM engineers. It offers a free tier, with paid plans from $185/mo. Its standout strength is highest match rates via multi-provider waterfall enrichment; the main trade-off is steeper learning curve than plug-and-play tools. Top alternatives: Apollo.io and Cognism.
Pricing
Free tier · $185/mo
Free tier
Yes
MaxAEO Score
4.8 /5
Pricing as of June 2026 and may change — verify on the vendor's site. · Data verified 2026-06-03
Pricing plans
| Plan | Price | Highlights |
|---|---|---|
| Free | $0 | 500 actions/mo + 100 data credits/mo; unlimited seats & tables, up to 200 rows/table, Claygent AI enrichment, BYO API key; 14-day trial of paid features |
| Launch | $185/mo ($167/mo billed annually) | From 15,000 actions/mo + 2,500 data credits; phone enrichment, signal tracking, email-campaign integrations, up to 50,000 rows/table |
| Growth | $495/mo ($446/mo billed annually) | From 40,000 actions/mo + 6K data credits; CRM auto-sync, HTTP API + webhooks, web intent signals, priority support |
| Enterprise | Custom | 100,000+ actions/mo + 100,000+ data credits; warehouse syncs, Clay API, SSO, RBAC, dedicated strategist |
Verify pricing on the vendor's site (as of 2026-06-03).
Best for
RevOps and GTM engineers Growth and outbound teams Agencies building custom prospecting workflows
Why we recommend it
Clay is the breakout tool for modern GTM teams that want programmable, high-accuracy data enrichment instead of a single fixed database. Its waterfall enrichment across 75+ providers and the Claygent AI research agent let teams personalize outreach at scale, and a free plan plus large integration ecosystem make it the connective tissue of many 2026 sales stacks.
Our take
From our research, Clay's standout is the breadth of its data layer — one workspace that runs 'waterfall' enrichment across 150+ providers (Apollo, Clearbit, and dozens more) plus a built-in AI agent (Claygent) for custom web research, which is hard to replicate by stitching point tools together. The real tradeoff is its two-meter usage model: every workflow burns both Actions (which reset monthly and never roll over) and Data Credits, and variable AI tasks are billed per row with only an estimated cost up front — so spend is hard to predict and the platform has a real learning curve.
Key use cases
- Waterfall-enrich leads across 75+ providers for higher match rates
- Run Claygent, an AI research agent, to answer custom questions per prospect
- Build hyper-personalized outreach using scraped and enriched signals
- Automate list-building and CRM enrichment as a spreadsheet-style workflow
- Trigger campaigns from job changes, funding, and other intent signals
Integrations
Salesforce HubSpot Outreach Salesloft Pipedrive Apollo.io Instantly Snowflake Google BigQuery Attio LinkedIn Slack
Pros
- Highest match rates via multi-provider waterfall enrichment
- Claygent AI agent automates research that used to be manual
- Integrates with virtually every CRM and outreach tool
Cons
- Steeper learning curve than plug-and-play tools
- Credit-based pricing can get expensive at high volume
What to compare
- Best for flexible, custom enrichment vs Apollo's fixed all-in-one workflow
- Waterfall across 75+ sources beats single-vendor data accuracy
- Powerful but has a steeper learning curve and credit-based cost that scales fast
Clay alternatives
Cognism
4.6 AI Sales & CRM
Compliance-first B2B sales intelligence with phone-verified mobile data, intent signals, and AI research for global GTM teams.
Custom Visit ↗
Amplemarket
4.6 AI Sales & CRM
All-in-one AI sales platform with Duo AI copilots for data, multichannel engagement, copywriting, and deliverability.
$600/mo Visit ↗
Frequently asked questions
What's the difference between Actions and Data Credits in Clay, and do they roll over?
They're two separate meters. Data Credits are spent buying data or AI from Clay's 150+ provider marketplace (e.g. an email or phone), starting at $0.05 each and cheaper at volume. Actions reflect the platform work Clay does and are consumed even when you bring your own API keys. Per Clay's pricing FAQ, Actions reset each cycle and do NOT roll over, while unused Data Credits do roll over (up to 2x monthly on Launch/Growth). If an enrichment returns no result, you aren't charged.
Does Clay offer a free plan or free trial, and is a credit card required?
Yes — a permanently free plan with 500 Actions and 100 Data Credits per month, unlimited seats and tables, and Claygent AI enrichment, plus a 14-day trial of paid features that requires no credit card. Paid plans start at Launch ($185/mo, or $167/mo billed annually); Enterprise is custom.
How much does Clay cost?
Clay starts at $185/mo. A free tier is available to start.
Who is Clay best for?
Clay is best for RevOps and GTM engineers, Growth and outbound teams, Agencies building custom prospecting workflows. A typical use: waterfall-enrich leads across 75+ providers for higher match rates.
What are the best Clay alternatives?
Top Clay alternatives include Apollo.io, Cognism, Amplemarket — compare them on features, pricing, and best-fit use case.
Is Clay worth it?
Highest match rates via multi-provider waterfall enrichment, though steeper learning curve than plug-and-play tools. It is a strong fit for RevOps and GTM engineers.
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