Clay

Overview

Clay brings spreadsheet-style data work together with enrichment, web research, signals, and audience workflows. It draws on more than 150 enrichment providers and supports multi-provider waterfalls, so teams can combine sources rather than depend on a single one. Claygent adds web research and custom data points, while signals can surface changes such as job moves, new hires, company news, social activity, and web intent. Which signals are available depends on the plan.

The platform also connects prospect workflows to business systems. Its integrations directory includes Salesforce, HubSpot, Snowflake, and Google BigQuery. The Salesforce integration can manage data, create or update records, and access reports and views. For advertising workflows, Clay can centralize audience data and sync audiences to LinkedIn, Meta, and Google. This breadth is useful when prospect research, CRM work, and audience activation belong in one process; teams needing only a narrow enrichment task may not need that range.

Key features

• Enrichment and waterfalls: More than 150 providers and multi-provider waterfalls support contact, company, email, phone, social, financial, job, technology, news, and online-content enrichment. The Free plan excludes phone enrichment, so teams that rely on phone data need a paid tier.
• AI research: Claygent can research the web and generate custom data points, extending research beyond predefined enrichment fields.
• Signals: Job changes, promotions, new hires, company news, social signals, and web intent can add context for outreach, but access varies by plan.
• CRM and data workflows: Salesforce can manage records and access reports and views; Growth adds CRM and data warehouse sync and HTTP API integrations. That makes Growth more relevant to teams connecting prospect work to established systems.
• Audience activation: Audience data can be centralized and synced to LinkedIn, Meta, and Google, which suits teams coordinating research with ad audiences.
• Usage and privacy: Actions measure platform usage, while Data Credits pay for marketplace data and AI, so both allowances matter when estimating consumption. Clay says customer data is not used to train its AI models or those of its AI providers. It states SOC 2 Type II compliance and displays GDPR, CCPA, ISO 27001, and ISO 42001 on its pricing page.

Pricing

Clay is freemium, with a 14-day trial and paid plans from $167/mo (annual). The plan prices below are shown with their listed monthly billing terms.

• Free — 0.00 USD per free: 500 actions/mo, 100 data credits/mo, unlimited seats and tables, and up to 200 rows per table. It is a practical way to explore workflows with a team, but the row cap and lack of phone enrichment constrain sustained prospecting.
• Launch — 167.00 USD per month, billed Monthly: 15,000 actions/mo, 3,000 data credits/mo, phone enrichment, and job-change and other signals. Clay describes it as suited to small teams automating prospecting workflows. It removes the Free plan’s phone gap and expands usage, but does not include the CRM and data warehouse sync or HTTP API integrations named for Growth.
• Growth — 446.00 USD per month, billed Monthly: 40,000 actions/mo, 6,000 data credits/mo, CRM and data warehouse sync, HTTP API integrations, and priority support. It fits teams with CRM-based workflows and growth campaigns; the higher price is most defensible when those integrations and support matter.
• Enterprise — custom pricing: Custom actions and credits, SSO, role-based access control, and a dedicated growth strategist. It is the tier for organizations that need tailored usage and access controls rather than fixed allowances.

Because actions and credits cover different kinds of usage, a larger action allowance does not replace data credits. Check both against the intended workflow before moving from Free or selecting a paid tier.

Platforms

Clay is available on Linux, macOS, and the web. API access is available.

Who it's for

Clay is a strong choice for sales and growth teams, and small agencies, that want enrichment, research, signals, and customer workflows in the same spreadsheet-style platform. Launch is aimed at smaller teams automating prospecting; Growth is better suited to teams tying campaigns to CRM and data warehouse workflows. The Free plan can suit early exploration, but its 200-row-per-table ceiling and lack of phone enrichment are limiting for teams that need larger tables or phone data. A team seeking only a simple lead source, or unwilling to monitor two separate usage allowances, should look elsewhere.

Pros and cons

• Pro: Enrichment from more than 150 providers with waterfalls offers breadth across several data types.
• Pro: Claygent, signals, CRM workflows, and ad-audience syncing can connect research to downstream work.
• Pro: Free includes unlimited seats and tables, making it possible to involve a team before paying.
• Con: Free caps tables at 200 rows and omits phone enrichment, which narrows its usefulness for active prospecting.
• Con: Actions and Data Credits are separate allowances, requiring teams to forecast and monitor both.
• Con: CRM and data warehouse sync, HTTP API integrations, and priority support sit at Growth, priced at 446.00 USD per month.

Alternatives

AI Lead Generation Software, Lead Enrichment Software, Account Enrichment Software, Reverse ETL Tools, Sales Prospecting Software, and Data Enrichment Software are category starting points for comparing options by workflow.

LayerFlow is another freemium option, with paid plans starting at 49.00 USD per month; consider it if that lower starting price is the priority. Apollo has a free plan with 900 credits per seat per year, granted monthly, two sequences, API access, and one intent topic, making it an option to compare when those allowances suit the workflow. Koala offers a free tier with two seats, 100 credits/mo, and all features; it may suit a small team evaluating a seat-limited setup. Persana AI has a free tier with 50 credits, 50 emails, five phones, and searches for up to 500 people or companies; compare it if those caps match a smaller trial workflow. QuickOn has a free tier with 100 leads/mo, one lead source and JS widget, one project, and community support; it is an alternative to weigh for that narrower lead workflow. Surfe offers an Essential plan at 39.00 USD per year with annual billing, email and mobile find credits, company and people search, and a Google Sheets integration; consider it when those search and sheet allowances are sufficient. Clay is a different product with the same name. Landbot is another freemium option to compare.

Verdict

Choose Clay if your sales or growth team needs broad enrichment, web research, signals, and CRM or audience workflows joined in one platform. Its strongest reason to buy is the range of providers and connected workflows; its main reason to look elsewhere is the need to budget separate actions and data credits, with key sync and API capabilities reserved for Growth.