Clay

What is Clay?

Clay is a data and workflow platform for go-to-market teams. You load companies or people into a table, then add columns that pull data from a marketplace of 200+ data and AI providers, often in a waterfall that tries one provider after another until a field is found. Claygent, its AI research agent, reads websites and answers questions about each row. Results go to a CRM, to Clay's own email sequencer or another sequencing tool, or to ad audiences on LinkedIn, Meta and Google.

Who is it for?

RevOps, growth and outbound teams that design their own prospecting and enrichment workflows and have someone willing to build and maintain tables. Every plan includes unlimited seats. Clay names OpenAI, Anthropic, Intercom, Figma, Rippling and Canva as customers and says more than 500,000 GTM teams use it. Teams that want a ready-made contact database with a built-in dialer and no setup should look at Apollo instead.

Pricing

• Free: $0, 500 actions/month, 100 data credits/month, 200 rows per table, no phone enrichment, no signals, no CRM sync.
• Launch: from $167/mo (annual), 15,000 actions/month and 3,000 data credits/month, phone enrichment, job-change and company-news signals, email campaigns, scheduled enrichment.
• Growth: from $446/mo (annual), 40,000 actions/month and 6,000 data credits/month, CRM auto-sync, data warehouse integration, HTTP API and webhook automation, web intent signals, priority support.
• Enterprise: custom pricing with an annual commitment, 200,000+ actions/month, API access, SSO, role-based access control, dedicated Slack support.

The plan price combines actions (platform usage) and data credits (paid data). Both can be expanded inside each plan, and monthly billing costs more than annual. Extra credits on Launch and Growth cost 30% more than plan credits. Up to one month of data credits rolls over; actions reset every month. Paid plans start with a 14-day trial. Prices checked on 6 October 2026.

Strengths

• Waterfall enrichment: one table queries several providers in sequence, so you pay one vendor for data from 200+ sources.
• AI research per row: Claygent visits websites and fills custom fields, such as pricing model or tech stack, for each account.
• Unlimited seats: price depends on usage, not headcount, so the whole team can work in the same tables.
• Activation in one place: results sync to CRMs, Clay's sequencer, other sequencers such as Outreach, Salesloft, Instantly and Smartlead, and ad audiences.
• Signals: Launch and above track job changes, promotions, company news and, on Growth, website intent.

What to consider

• Automatic CRM sync and enrichment need Growth from $446/mo; Launch has no CRM sync.
• Costs scale with actions and data credits, so a large list or a long waterfall raises the bill; top-ups cost a 30% premium.
• Unused actions do not roll over, and data-credit rollover is capped at one month.
• The Free plan limits tables to 200 rows and excludes phone numbers and signals.
• Tables and waterfalls take time to design; teams without a RevOps or growth owner may not get value from it.

Bottom line

Shortlist Clay if you have a RevOps or growth person who will build enrichment and outbound workflows and you want data from many providers under one contract. Before buying, run a trial on a real list and count the actions and data credits it uses per 1,000 rows.