Clay
AI-powered data enrichment and outbound automation for GTM teams
Overview
Clay is built for people who live inside spreadsheets of leads. Instead of manually checking ten different tools to find a prospect's role, company size, funding stage, and email, Clay's waterfall enrichment runs the search across 200+ data providers automatically and fills the table for you. On top of that sit Claygents, AI agents you can point at a website or LinkedIn profile to pull out whatever detail you need, from a company's tech stack to a founder's latest podcast appearance.
It is aimed squarely at sales and marketing operations teams doing outbound at volume, not solo freelancers testing the waters. The pricing reflects that: the cheapest paid plan starts around $167 a month for a fairly modest action allowance, and costs climb fast once you add more rows, more enrichment credits, or CRM sync. It is powerful, but it is also the kind of tool you need a real use case and budget for before signing up.
Key Features
Claygent AI Research: AI agents that browse the web and pull facts on any person or company you feed them.
Waterfall Enrichment: Queries multiple data providers in sequence until it finds a match, so you are not stuck with one vendor's gaps.
Intent Signals: Tracks job changes, company news, and hiring activity to flag when a lead is worth a message.
CRM Sync: Keeps Salesforce or HubSpot records enriched and current automatically.
Email Sequencer: Built-in outreach tool so you can go from list to campaign without exporting anywhere.
Ad Audience Sync: Pushes enriched lists straight into LinkedIn, Meta, and Google Ads.
Pricing
Starting price
$167/mo (billed monthly; drops to roughly $54/mo on the annual Launch plan)
Free: $0/month. 500 actions, 100 data credits, unlimited seats and tables, Claygent access, up to 200 rows per table.
Launch: $167/month (roughly $54/month billed annually). Phone enrichment, job change and company news signals, email campaign integrations, up to 50,000 rows per table.
Growth: $446/month (roughly $185/month billed annually). CRM auto-sync, HTTP API and webhook automation, one included ad audience push, priority support.
Enterprise: Custom pricing. Unlimited ad audiences, data warehouse syncs, SSO, RBAC, dedicated Growth Strategist.
Disclaimer: pricing may change, confirm on Clay's own pricing page before buying.
Pros
Best-in-Class Enrichment: The multi-provider waterfall genuinely finds more accurate data than single-source tools.
Flexible AI Research: Claygents can be pointed at almost any research task, not just standard fields.
Generous Free Tier: 500 actions and 100 data credits a month to test before paying.
Deep Integrations: Native CRM, ad platform, and webhook connections cut out manual exports.
Cons
Steep Learning Curve: The table-and-formula interface takes real time to get comfortable with.
Credits Add Up Fast: Data credits and actions are metered separately, and enrichment-heavy workflows burn through both quickly.
Pricing Jumps Between Tiers: The gap from Launch to Growth is large, which can force an awkward budget decision as you scale.
Built for GTM, Not General Use: If you are not doing sales or marketing prospecting, most of the platform is wasted on you.
What Makes It Unique
Waterfall Enrichment: Where most tools rely on one data vendor, Clay chains 200+ providers together and only charges you for the one that actually returns a result.
Kay Score
7.8
/ 10
Tool Information
Pricing
$167/mo (billed monthly; drops to roughly $54/mo on the annual Launch plan)
Category
Automation & AI Agents
Platform
Web / iOS / Android
Last Updated
