Clay

Clay is the New York-based GTM platform that pulls prospect data from 150+ providers, enriches it with AI agents, and pushes the results into your CRM or sequencer. The product replaced separate enrichment, research, and outbound tools at thousands of revenue teams in 2026, and Clay's March 2026 pricing reset cut data-marketplace costs by 50-90% across most providers.

What Clay does:

• •Waterfall enrichment across 150+ providers pull emails, phone numbers, technographics, and intent data from Clearbit, People Data Labs, Hunter.io, ZoomInfo, and 145+ others, with cost-aware fallbacks if the cheapest provider misses.
• •Claygent AI research agent an autonomous research agent that browses LinkedIn, company sites, and news in parallel to answer custom research questions like "is this company hiring engineers?" at scale.
• •Spreadsheet-style table editor familiar Airtable-like grid with columns that can be enrichments, AI prompts, formulas, or webhooks, so non-engineers can build complex workflows without code.
• •HTTP API and webhooks the Clay API lets developers push prospects in, trigger workflows, or pipe enriched results back out, with rate limits scaling by plan.
• •Native CRM sync two-way sync with HubSpot, Salesforce, Attio, and Pipedrive on the Growth plan, including custom field mapping and dedupe rules.
• •Email and outbound integrations one-click push of enriched contacts into Smartlead, Instantly, Lemlist, Outreach, and Salesloft, plus a built-in Clay Sequencer for basic email outbound.
• •Job-change and intent signals track when a target moves roles, a company gets funded, or a buying signal triggers, and route the result into a sequenced workflow automatically.
• •Browser extension enrich any LinkedIn profile or company page on the fly, useful for inbound triage and rep-driven research without leaving the browser.
• •Custom AI prompts in any cell write GPT or Claude prompts inline against enriched data, useful for personalised opening lines, ICP scoring, and account-level summaries.
• •Templates marketplace 100+ pre-built workflows for outbound prospecting, ABM enrichment, hiring-signal lead-gen, and account research, copyable into your workspace in one click.

Pricing:

• •Free tier $0/month: 100 Data Credits and 500 Actions per month, unlimited seats and tables, Claygent, and basic enrichment across providers.
• •Launch $185/month: 2,500 Data Credits and 15,000 Actions, phone numbers, intent and signal tracking, and email-platform integrations with Smartlead, Instantly, and Lemlist.
• •Growth $495/month: 6,000 Data Credits and 40,000 Actions, plus full CRM sync, HTTP API, Web Intent triggers, and tables up to 250,000 rows.

Limitations:

• •Steep learning curve for non-RevOps users Clay's spreadsheet model, waterfall logic, and credit math takes a few hours to internalise, and most teams need a power user or RevOps lead to build the first 5-10 workflows correctly.
• •Credit math gets confusing fast Data Credits and Actions are billed separately, and a single enriched contact can burn 1-3 Data Credits plus 5-10 Actions depending on the providers in your waterfall, so monthly bills surprise smaller teams.
• •Enterprise pricing is opaque Clay does not publish Enterprise rates, so high-volume buyers need to negotiate directly without a public comparison or self-serve sign-up path.
• •Limited native sequencer the Clay Sequencer is intentionally basic, so most teams pair Clay with Smartlead, Instantly, or Lemlist for production outbound rather than running campaigns inside Clay.
• •Provider quality varies waterfall enrichment is only as strong as its providers, and email or phone match-rates can drop on niche segments (defence, deep-tech, regulated industries) where the underlying providers have thin coverage.