The Best Clay AlternativesMultiply Revenue vs Clay, and 10 Other Data Enrichment and GTM Tools Compared.
Clay is a powerful workshop for data enrichment and GTM workflows. Teams look for a Clay alternative for three reasons: the time it takes to build and maintain tables, costs that depend on table size and data that still needs somebody to act on it. Here is how the best options compare on enrichment, signals, features and pricing.
AI time is billed by the minute, 10¢ inbound and 20¢ outbound, and the line for AI calls is part of that rate. Calls your team makes by hand will run on your own Telnyx, Twilio and more account. See our Terms of Service.
Pricing verified October 18, 2026
Every Clay number on this page comes from Clay's own public pricing or help pages, checked on the date above. Clay changes pricing and plan limits over time, so treat every figure here as a snapshot, not a live quote.
- Clay Pricing
- Apollo.io Pricing
- Persana AI Pricing
- Unify Pricing
- Bitscale Pricing
- Cargo Pricing
- Freckle Pricing
- SyncGTM Pricing
- ZoomInfo Pricing
- Lusha Pricing
- HubSpot Data Enrichment
- Derrick Pricing
Details about Clay and the other tools on this page were read from each vendor's own public pages on October 18, 2026. Pricing, credit allowances and features change often in this category. Confirm current details directly with each vendor before making a purchasing decision. Clay, Apollo, HubSpot and the other names on this page are trademarks of their owners, used only to identify their products.
What Multiply Revenue Does for Your Business
Whatever you decide about Clay, here is what our software does for you, in plain terms. It is built for one job: bringing in new customers without you hiring a sales team.
An AI agent that makes the calls for you
Our digital assistant calls your list or our in-market audience, opens with something specific to each business, asks your qualifying questions and handles the common objections. When someone is ready, it books a time on your live calendar before the call ends.
Leads who are shopping right now
In-market audience data shows businesses that searched on Google or Bing or filled in a form on Facebook or Instagram for what you sell, in the last day to the last week. You call people while they are deciding, not months after.
Follow-up that never forgets
Nobody falls through the cracks. People who did not answer get a call back, a text or an email on the schedule you set, so a list keeps getting worked long after the first pass.
Every call recorded, transcribed and scored
Each call is recorded and transcribed, and the AI coach scores it, so you can read exactly what was said and see what is working without listening to hours of audio.
The CRM is included, with unlimited users
Contacts, pipeline, calendar booking and analytics come with every plan, with unlimited contacts and users. Every call, text and email lands on the contact record by itself, with no typing.
Simple pricing, no contract
Plans are $97, $297 or $497 a month, month to month, with no setup fee and the whole toolbox on every plan. AI calling time is billed by the minute (10¢ inbound, 20¢ outbound), so you pay for the work that happens.
Done for you, if you would rather not set it up
Add Done for you from $97 a month and a person sets everything up with you in month one, then keeps improving it every month. Cancel any time.
Calls are made the right way
The agent calls business lines in each prospect's own timezone, never in the evening and never on a Sunday, and every call opens by saying it is a digital assistant and that the call is recorded.
Why Teams Look for Clay Alternatives
Clay is very flexible with data. The reasons teams compare Clay alternatives are usually about time, cost predictability and what happens after the data is ready.
Building and maintaining tables takes real time
Every Clay workflow is something you design: which providers to call in what order, what logic to apply and where to send the result. Teams without a GTM engineer often find the setup and upkeep cost more than the data.
Costs depend on table size
Clay prices in actions and data credits, metered separately, so the monthly cost depends on how large your tables are and how many steps each one runs.
Source: Clay Pricing · checked October 18, 2026.
The free plan is a test drive
Clay's free plan allows up to 200 rows per table and no phone enrichment, so in our view most real prospecting needs a paid plan from the start.
Source: Clay Pricing · checked October 18, 2026.
They want one platform their reps live in
Sales teams that want data, sequences and a dialer in a single tool often choose Apollo or Unify instead, where reps work the list in the same place it was built.
They want AI agents that run the play
Newer tools such as Persana, Unify and Bitscale lead with AI agents that build lists, enrich and write outreach from a prompt, which appeals to teams that do not want to wire up every step.
Nobody has time to contact the leads
Enriched data still needs someone to call or email it. Small businesses without a sales team look for a Clay alternative that also does the outreach and books the meetings.
What Clay Costs in 2026, and How Its Competitors Compare
Clay's pricing page, read October 18, 2026, lists a free plan, Launch at $167 a month and Growth at $446 a month billed annually, or $185 and $495 billed monthly. Enterprise is custom. Launch starts at 15,000 actions and 3,000 data credits a month, and larger tiers can be selected on the page.
Clay alternatives price in several ways. Apollo and Unify charge per seat with credits per seat. Persana, Bitscale, Freckle, SyncGTM and Cargo sell pools of credits per account. ZoomInfo quotes on request. HubSpot includes data enrichment in its paid Smart CRM plans and charges HubSpot Credits for agent features.
The fair comparison is cost per usable record, not plan price. Count how many records you enrich a month, how many need a phone number (phone lookups usually cost several times an email) and whether failed lookups are charged. Bitscale, Derrick and SyncGTM each say on their own pages that a lookup that finds nothing is not charged.
Then add the time. A builder tool is only as cheap as the hours it takes to design and maintain the workflows, so price in the person who runs it.
For reference, Multiply Revenue sells data without credits or seats. The B2B Database is $197 one time for 100,000 verified records and In-Market Audience Data is $997 a month with 100,000 B2B leads a month included, with no plan required. Platform plans with the AI calling agent are $97, $297 and $497 a month with no setup fee.
What Is Clay? Key Features, Pricing and Who It Serves
To pick the right Clay alternative, it helps to be clear on what Clay does. Its own pages describe infrastructure for getting data, running agentic workflows and launching GTM plays.
Waterfall enrichment across many providers
Clay checks one data provider after another until it finds an email, phone number or company detail, drawing on what its pricing page calls over 150 providers.
Source: Clay Pricing · checked October 18, 2026.
Claygent, the AI research agent
Claygent is Clay's AI research agent, which teams use to answer custom questions about each account in a table.
Source: Clay Pricing · checked October 18, 2026.
Signals
Clay tracks signals such as job changes, promotions, company news and social activity, which GTM teams use to trigger outreach at the right moment.
Source: Clay Pricing · checked October 18, 2026.
Sequencer and CRM sync
A native email sequencer sends outreach from Clay, and the Growth plan adds CRM auto-sync, webhooks and the ability to buy domains and emails for the Clay sequencer.
Source: Clay Pricing · checked October 18, 2026.
Pricing in actions and data credits
The free plan includes 500 actions and 100 data credits a month, up to 200 rows per table and no phone enrichment. Launch is $167 a month and Growth $446 a month billed annually ($185 and $495 billed monthly), with larger credit tiers selectable. Enterprise adds SSO, credit budgeting and a dedicated growth strategist.
Source: Clay Pricing · checked October 18, 2026.
Who Clay suits
In our view, GTM engineers, growth teams and outbound agencies that want to design their own data workflows and have the time to build and maintain them. It rewards people who enjoy building with spreadsheets and logic.
Where the Real Difference Shows Up
Clay Is a Workshop. Most Small Businesses Want the Finished Product.
Clay's strength is flexibility. You can chain data providers in a waterfall, run Claygent to research accounts and sync the result to your CRM. That is the work GTM engineers do, and it means somebody has to design, build and maintain the tables, and a small business owner rarely has that person. Multiply Revenue takes the opposite approach: you tell us who your customer is, we build and verify the list and deliver it, and on a plan our agent starts calling it.
Source: Clay Pricing · checked October 18, 2026.
Clay vs Apollo, and Where Multiply Revenue Fits
Clay vs Apollo is a common comparison. Apollo is a sales platform sold per seat: its own database of 240M contacts, sequences, a deliverability suite and an optional dialer, with a free plan. Clay is an enrichment and workflow layer that pulls from many providers but expects you to build. Pick Apollo for one tool your reps live in; pick Clay for custom data work. Multiply Revenue is a third option for businesses that want neither job: the data is built for you, and an AI agent does the calling.
Sources: Apollo.io Pricing, Clay Pricing · checked October 18, 2026.
Enrichment Tells You More About a Lead. Intent Tells You When to Call.
Waterfall enrichment fills in emails, phone numbers and firmographics. It does not tell you whether the business is shopping this week, and most businesses are not buying most things most of the time. Our In-Market Audience Data is built from what businesses did in the last day to week: searches on Google and Bing and forms filled in on Facebook and Instagram. Pair it with the B2B Database and you know both who to call and when.
What We Do Not Claim
We do not offer Clay's flexibility. There is no table editor, no API column, no formula logic and no Google Sheets add-on, and if your team wants to design its own enrichment workflows, Clay or one of the builder tools below will suit you better. Our data carries no consumer records and no cell phone numbers for calling. It is not exclusive, and no list guarantees that every record answers. Ask us for a sample of your own market and measure it yourself.
The Best Clay Alternatives in 2026: Features, Pricing, Pros and Cons
Eleven Clay alternatives for data enrichment, signals and outbound prospecting, from AI-first builders to all-in-one sales platforms. Each entry shows who it suits, its pros and cons and the price its own pricing page showed on the date below. Where a vendor publishes no price, we say so. We put Multiply Revenue first because it is the one entry here that builds the list for you and pairs it with an AI calling agent we run ourselves.
We make Multiply Revenue, so weigh our entry accordingly. Every other tool here is described from its own public pages, and none of them paid to be included.
Multiply Revenue
Best for: small businesses that want leads delivered and contacted, with no workflows to build
Multiply Revenue builds verified B2B lists and in-market audience data against your customer profile and delivers them, with no credits and no plan required. The in-market file shows businesses that searched or filled in a form for what you sell in the last day to week. On a platform plan, our digital assistant calls the business lines, qualifies who answers and books the meeting, with email and text follow-up in one workspace.
Pros
- B2B Database $197 one time for 100,000 verified records
- Nothing to build or maintain
- In-market data that adds timing
- AI agent that calls, qualifies and books
Cons: No table editor, API column or custom enrichment logic. No consumer records and no cell phone numbers for calling.
Price: B2B Database $197 once; In-Market $997 a month; plans $97, $297 or $497 a month.
See how in-market data worksApollo.io
Best for: sales teams that want data, sequences and a dialer in one platform
Apollo combines its own B2B database, which it describes as 240M contacts and 30M companies, with waterfall enrichment, sequences, a deliverability suite, intent topics and an AI assistant. Reps build and work the list in the same tool.
Pros
- Free plan with 900 credits a seat a year
- Own database plus waterfall enrichment
- 14-day trial on Basic and Professional
Cons: Per seat pricing with credits per seat, and the dialer is a paid add-on. Apollo labels its add-on prices introductory.
Price: Free; Basic $49 ($65 monthly); Professional $79 ($99); Organization $119 per seat a month billed annually (minimum 3 seats).
Source: Apollo.io Pricing · checked October 18, 2026.
Persana AI
Best for: teams that want AI agents and signals with a simpler credit model
Persana blends 100+ data sources with email and phone waterfall enrichment, an AI research agent, Autopilot AI agents and what it counts as 75+ buying signals, with native sequencing or connections to Instantly, Smartlead, Outreach and Salesloft. Its site carries a banner saying it is joining forces with Rox.
Pros
- Free plan with 50 credits
- Credit rollover
- AI agents and buying signals
Cons: A phone lookup costs 10 credits, and CRM integration and signals start on the Pro plan.
Price: Free; Starter $68 ($85 monthly); Growth $151; Pro $400; Unlimited $600 a month on the annual view.
Source: Persana AI Pricing · checked October 18, 2026.
Unify
Best for: sales teams that want outbound agents for every rep
Unify describes itself as the new way to prospect with AI. It searches 1.1B+ people and 65M+ companies across 40+ data sources with an email and phone waterfall, adds signals such as job changes, hiring and website intent and runs multi-channel sequences with a click-to-call dialer.
Pros
- Free forever plan for up to 3 seats
- Per seat plans from $20 a month
- Signals and sequencing built in
Cons: CRM sync is read-only on Pro, and website intent and managed mailboxes are on the custom Business plan.
Price: Free; Base $20; Pro $60 per seat a month billed monthly; Business custom.
Source: Unify Pricing · checked October 18, 2026.
Bitscale
Best for: teams that want a Clay-style grid with AI agents and playbooks
Bitscale calls itself the GTM data layer for your CRM: AI agents, 100+ data sources, live buying signals and two-way HubSpot and Salesforce sync. It works in grids with action columns and ready-to-run GTM playbooks.
Pros
- Free plan with 200 credits
- Failed lookups not charged, per its FAQ
- Credit rollover up to 3x
Cons: Paid plans start at $349 a month, and Salesforce sync is on Booster.
Price: Free; Growth $349; Booster $799 a month billed monthly; Enterprise from $15K a year.
Source: Bitscale Pricing · checked October 18, 2026.
Cargo
Best for: GTM engineers who want their workflows defined as code
Cargo describes itself as go-to-market infrastructure for coding agents. Workflows are declared in a git repo, with AI agents, data models, 100+ integrations and an MCP server and CLI for tools such as Claude Code and Cursor.
Pros
- Free trial with 100 credits
- Every feature on every plan
- Version control and roll back
Cons: Built for engineers. Only starting prices are printed for each credit tier.
Price: Free trial; from $165 a month for 1.5K credits, $250 for 2.5K, $1,190 for 17K, $3,000 for 50K+.
Source: Cargo Pricing · checked October 18, 2026.
Freckle
Best for: GTM engineers who want Clay-style enrichment from the terminal
Freckle calls itself the Clay alternative built for GTM engineers who live in coding agents. It offers 40+ data providers with waterfall enrichment, a CLI for Claude Code and Codex, web scraping and signal monitoring, and says it has no confusing action credits.
Pros
- Free plan with 250 credits
- Unlimited seats and tables
- Bring your own API keys
Cons: Its live FAQ showed placeholder text when we checked, so confirm details with the vendor.
Price: Free; Build from $99 a month (annual saves 15%); Enterprise custom.
Source: Freckle Pricing · checked October 18, 2026.
SyncGTM
Best for: small teams that want enrichment and signals on monthly credit plans
SyncGTM describes itself as an AI GTM orchestration platform that turns verified B2B data and real-time buying signals into scored pipeline and AI-personalized outreach, with waterfall enrichment across 20+ vendors and search across 600M+ profiles.
Pros
- Only charged when data is valid, per its page
- Credit rollover
- MCP server for Claude and ChatGPT
Cons: A mobile number costs 12 credits.
Price: Solo $49; Growth $99; Pro $249; Business $649 a month billed monthly.
Source: SyncGTM Pricing · checked October 18, 2026.
ZoomInfo
Best for: large GTM teams that want deep company data and intent
ZoomInfo describes itself as the #1 GTM platform, with contact and company profiles, direct dials and mobile numbers, a Chrome extension and, on higher plans, buyer intent, website visitors and buying group filters.
Pros
- Direct dials and mobile numbers
- Intent and website visitor data
- Free trial offered
Cons: No public pricing; its FAQ says price depends on features, licenses and credit usage.
Price: Not published. ZoomInfo shows a Get Pricing form instead.
Source: ZoomInfo Pricing · checked October 18, 2026.
Lusha
Best for: reps who want verified contacts from a Chrome extension
Lusha describes itself as a B2B data and intelligence layer for GTM teams and AI agents, with 515M+ contacts by its own count, bulk enrichment, lookalikes, buying signals and API, webhook and MCP access.
Pros
- Free plan with 40 credits a month
- Chrome extension
- Credits roll over on Pro
Cons: Credit based, and the price moves with the credit slider on its pricing page.
Price: Free; Starter $37.45 ($49.90 monthly); Pro $52.45 ($69.90); Premium $299.95 ($399.90) a month billed yearly.
Source: Lusha Pricing · checked October 18, 2026.
HubSpot data enrichment
Best for: teams whose CRM is already HubSpot
HubSpot no longer markets Clearbit or Breeze Intelligence as a separate product on its site. Its data enrichment page says data enrichment is included in all paid plans with its Smart CRM and continuously pulls from third-party sources to keep company and contact records current. Agent features such as the Data Agent use HubSpot Credits.
Pros
- Included in paid Smart CRM plans
- Enriches records automatically
- No separate tool to sync
Cons: Built into HubSpot rather than sold on its own, and no dollar price is printed for HubSpot Credits.
Price: Included in paid HubSpot Smart CRM plans; credit prices not published.
Source: HubSpot Data Enrichment · checked October 18, 2026.
Read our HubSpot alternatives guideMore Clay Competitors: Contact Data, LinkedIn and Cold Email Tools
These tools solve part of what Clay does. Where we did not read a dollar price, we say so.
Derrick
A Google Sheets add-on, web app, API and MCP server that finds phone numbers, work emails and LinkedIn URLs, with credits shared by the whole team and no charge when nothing is found. Its pricing page shows euros, so we are not stating a dollar price.
Source: Derrick Pricing · checked October 18, 2026.
ListKit
A cold email service that bundles B2B leads, sending, domains and inboxes in one plan. A fit for teams that want cold email done in one place rather than built in Clay.
Cognism
B2B data focused on Europe, with phone-verified mobile numbers and intent data. Prices are quoted by sales.
Kaspr
A LinkedIn Chrome extension and web app that reveals B2B emails and phone numbers, with Sales Navigator and Recruiter Lite support and unlimited B2B email credits on paid plans. A fit for prospecting from LinkedIn rather than enriching tables. Its pricing page showed us euros, so no dollar price is stated.
Seamless.AI
AI-powered lead generation software that finds verified contact data, direct dials and emails, with a Chrome extension, buyer intent and an AI-powered dialer. It says it is free for up to 50 credits and quotes paid plans through an inquiry form.
Hunter and Snov.io
Email finders and verifiers with their own cold email sequences, for teams that mainly need emails found and checked.
How to Choose the Right Clay Alternative
Start with what you want Clay to do for you, then compare the alternatives on the things that matter for that job.
Build it yourself, or have it built
Decide first whether your team wants to design workflows. Builder tools such as Clay, Bitscale, Cargo and Freckle reward GTM engineering. If nobody will maintain them, choose a platform that delivers the result.
Data coverage for your market
Waterfall enrichment raises coverage, but every provider is stronger in some regions and industries than others. Test match rates on a sample of your real accounts, including phone numbers.
Cost per usable record
Compare what one valid email and one valid phone number cost on each plan, whether failed lookups are charged and whether credits roll over.
Data quality and accuracy
Every vendor says its data is verified. Run your own test: enrich a sample of accounts you already know, then check how many emails bounce and how many phone numbers reach the right person. Verified data on your own market matters more than database size.
Signals and intent data
Job changes, hiring and funding news tell you something changed. Buyer intent data tells you a business is shopping. Check which signals each tool offers and how fresh they are.
Integrations and where the data goes
Check CRM sync (read-only or two-way), Salesforce and HubSpot support, webhooks, API access, Google Sheets and MCP for AI assistants such as Claude.
Outreach after enrichment
Ask what happens once a record is ready: a built-in sequencer, a dialer, an AI agent or an export to another tool. Every extra tool adds cost and setup.
Compliance
Ask how the data is sourced and how the vendor handles CCPA, CAN-SPAM and GDPR. For calling, a cell phone needs the person's consent before an automated or AI voice calls it.
Which Clay Alternative Is the Best Fit
Pick the row that matches why you are looking.
Leads delivered and called, nothing to build
Multiply Revenue
Data, sequences and a dialer for reps
Apollo.io
AI agents and signals, simpler credits
Persana AI
Outbound agents for every rep, low seat price
Unify
A Clay-style grid with playbooks
Bitscale
Workflows defined as code
Cargo
Enrichment from the terminal
Freckle
Enrichment on monthly credit plans, from $49
SyncGTM
Enterprise data and intent, quoted by sales
ZoomInfo
Enrichment inside your HubSpot CRM
HubSpot
The Best Clay Alternative for Your Type of Business
The right Clay alternative depends on whether you have people to build workflows and people to do the outreach.
Small and local businesses selling to other businesses
Service companies that sell to other businesses rarely need custom enrichment logic. They need decision makers in their area and someone to call them. A delivered list plus an AI agent that calls and books does that without a GTM engineer.
Outbound agencies
Agencies that run campaigns for many clients can look at Bitscale, which has ready-to-run playbooks, or Persana, which has AI agents, alongside Clay itself.
GTM engineering teams
Engineers who prefer code to spreadsheets can look at Cargo, which defines workflows in a git repo, or Freckle, which runs enrichment from a CLI inside coding agents.
Sales teams with reps
Teams that want reps to build and work lists in one place usually prefer Apollo or Unify, which combine data, signals, sequences and calling.
Teams already on HubSpot
If your CRM is HubSpot, check the enrichment included in your paid Smart CRM plan before buying another tool.
Enterprise GTM teams
Large teams that want deep company data, intent and buying groups usually shortlist ZoomInfo, with prices quoted by sales.
When Clay Is Still the Best Choice
Clay is a strong choice when you have someone who enjoys building. Waterfall enrichment across many providers, Claygent research, signals, logic and CRM sync let a skilled GTM engineer build exactly the list and the play they want.
Where it falls short is everything around the build: the hours to set it up, the credits to forecast and the outreach that still has to happen. Some teams keep Clay for custom research and add Multiply Revenue's in-market data and AI calling, so the best accounts get a phone call as well as an email.
How to Switch From Clay to Another Tool
A planned move keeps your outreach running. These steps apply whichever Clay alternative you choose.
- 1
Export your tables
Download every table you rely on as CSV, including enriched columns and the date each record was enriched.
- 2
Document your workflows
Write down each workflow: the providers in your waterfall, the order, the Claygent prompts, the formulas and where results are sent. That is your brief for the new tool.
- 3
Rebuild the few that matter
Most teams use a handful of workflows every week. Rebuild those first and retire the rest.
- 4
Test match rates side by side
Run the same sample of accounts through the new tool and compare email and phone match rates and cost per record.
- 5
Reconnect CRM and outreach
Point CRM sync, sequencers and suppression lists at the new source so nobody who opted out is contacted again.
- 6
Cancel at the end of a billing cycle
Run both for one cycle, then cancel Clay once the new tool is producing the lists you need.
Questions People Ask Before They Switch
The List, Built for You. The Calls, Made for You.
Multiply Revenue builds verified B2B lists and in-market audience data against your customer profile, with nothing to configure. Put them on a plan and our digital assistant calls and emails the prospects for you.
The rest of the Multiply Revenue platform
Every part below is included on the same login and writes to the same contact record. Nothing here is a separate subscription.