Clay

Name: Clay
Price: 149 USD
Author: Clay

★4.3/ 5

by Clay

MCPEditorial review

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GTM data enrichment platform that aggregates 100+ data providers with AI-powered research via Claygent to build prospect lists, enrich contacts, and personalise outreach at scale.

Clay is a GTM data platform that combines 50+ data enrichment sources with AI-powered research and outreach personalisation. Used by 50,000+ sales and marketing teams including Rippling, Anthropic, and Notion. Backed by a16z, $62M raised. The core capability is the waterfall enrichment workflow: Clay searches multiple data providers in sequence (Apollo, LinkedIn, Hunter, Clearbit, and 47 others) and stops when it finds verified data -- reducing enrichment cost while maximising coverage. AI Research Agent (powered by Claude, GPT-4o, or Gemini) reads any webpage and extracts specific data points to order, enabling research automation at scale: finding decision-maker emails, extracting job posting signals, identifying tech stack changes, and summarising company news. Integration depth is action-level. Clay writes enriched data to Salesforce, HubSpot, Outreach, Salesloft, and 100+ other tools via native integrations and Zapier/Make. It can trigger sequences, update deal stages, and sync enrichment data bidirectionally. The AI Messaging feature generates personalised outreach copy per contact based on enriched data without manual prompting per lead. Pricing: Free (100 credits/month). Starter $149/mo (2,000 credits). Explorer $349/mo (10,000 credits). Pro $800/mo (30,000 credits). Enterprise custom. Credits are consumed per enrichment lookup and AI Research Agent run. Annual billing saves 20%. Clay Grants available for early-stage startups. SOC 2 Type II certified, GDPR compliant.

Pricing

freemium · $149

Segment

b2b

Setup

moderate

Verified

May 8, 2026

Capabilities

lead-generationoutbound-automationdata-analysiscrm-syncweb-searchpersonalisationworkflow-builder

Pros & Limitations

Editorial assessment

Pros

✓Waterfall enrichment across 50+ data providers finds the best available data at the lowest credit cost -- searches providers in sequence and stops on first match, giving Apollo-quality coverage at a fraction of Apollo's per-record cost
✓AI Research Agent reads any webpage and extracts custom data points to order -- visit a company's careers page and extract open roles, head count, and tech stack signals that no data provider has pre-indexed
✓Action-level integrations write enriched data directly to Salesforce, HubSpot, and sequencing tools -- Clay is not a read-only data layer, it updates CRM records and triggers outreach sequences autonomously

Limitations

⚠Credit-based pricing makes cost forecasting difficult -- AI Research Agent runs and multi-provider waterfall enrichment consume credits at variable rates, and teams running high-volume enrichment campaigns regularly exceed plan limits before month end
⚠Steep learning curve for non-technical users -- building effective waterfall tables and AI Research Agent prompts requires understanding of data provider coverage, API logic, and prompt engineering that takes 2-4 weeks to develop proficiency
⚠Data freshness depends on underlying providers -- Clay aggregates third-party data rather than maintaining its own database, so data accuracy and recency varies by provider and contact type with no single reliability guarantee

Technical Details

Deployment

webapi

Model architectureGPT-4o, Claude, Gemini (model selection available)

Avg setup time1-2 hours to first enrichment table (connect CRM, configure waterfall, run first batch)

Autonomous rateAI automatically enriches leads from 50+ sources and writes personalised outreach copy per contact without per-record human decisions once the waterfall and AI prompt are configured.

MCP compatibleYes

Integrations

HubSpotSalesforceSlackApolloInstantlySalesloftOutreachZapier

Security

SOC 2 Type IIGDPR