Clay
Best data enrichment and personalized outreach platform with 75+ data providersClay is a powerful data enrichment and outbound personalization platform that aggregates data from 75+ providers—including Clearbit, LinkedIn, Apollo, Hunter, BuiltWith, and dozens more—into a single spreadsheet-like workspace where sales and growth teams build, enrich, and activate contact lists at scale. The platform's AI research agent, Claygent, uses web browsing and AI reasoning to answer custom research questions about any company or contact that no database alone can answer—such as whether a company recently expanded into a new market or whether a specific executive has spoken about a relevant challenge. Clay's waterfall enrichment strategy automatically tries multiple data providers in sequence until it finds a match, maximizing email and phone coverage without paying for data that other providers already have. The platform includes an AI email writer that generates deeply personalized outreach by combining enriched data points—company news, technology stack, hiring trends, funding history—into compelling, specific messages that avoid the generic feel of traditional templates. Clay's table interface is built for growth engineers and technical GTM teams who want maximum flexibility in building custom enrichment workflows using conditional logic, formulas, and API connections. Webhooks and integrations push enriched data and generated messages directly to sales engagement platforms and CRMs, creating an automated pipeline from raw list to personalized outreach. Clay has become the backbone of sophisticated outbound operations at high-growth companies that treat outbound as a technical, data-driven function.
AI Models
Key Features
- 75+ data provider integrations in single enrichment workspace
- Claygent AI research agent answering custom prospect questions
- Waterfall enrichment maximizing data coverage without duplicate spend
- AI email writer generating deeply personalized outreach from enriched data
- Spreadsheet-like interface with formulas and conditional logic
- Technology stack detection via BuiltWith and similar providers
- Webhook and API integrations pushing data to CRMs and sequencers
- Hiring signal and funding history enrichment for trigger-based outreach
Integrations
Pricing
Data credits, basic enrichment
CRM integrations, advanced enrichment
Dedicated support, custom workflows
Pros & Cons
Pros
- 75+ data providers in one workflow eliminates the need to manage multiple tools
- Claygent answers custom research questions no static database can address
- Waterfall enrichment maximizes coverage while minimizing redundant data spend
Cons
- Credit-based pricing can escalate quickly at scale without careful management
- Steep learning curve for non-technical users—best suited for growth engineers
Who should buy this
Clay
- Growth / RevOps engineer building waterfall enrichment workflows
- Outbound sales team that needs CRM-clean enrichment + research at scale
- Mid-market or enterprise B2B org consolidating multiple data tools (Apollo + ZoomInfo + Clearbit) into one workflow
- Non-technical SDRs without an ops counterpart (steep learning curve)
- Buyers seeking transparent per-record pricing (credit math gets complex)
Solo / starter: free 500 actions/mo. Growth team: $167/mo Launch (15K actions). Sales eng team: $446/mo Growth (40K actions). Enterprise: custom annual.
Verified 2026-05-02
Capabilities at a glance
| Capability | Clay |
|---|---|
| 75+ data providers in one workflow | Apollo, Clearbit, LinkedIn, etc. |
| Claygent (LLM-powered research agent) | |
| Waterfall enrichment | Cascade providers by hit rate |
| API access | |
| CRM integrations (Salesforce, HubSpot) | |
| On-prem / self-hosted |
Security & compliance
| Standard / control | Clay |
|---|---|
| SOC 2 | Type II |
| ISO 27001 | |
| GDPR | |
| SSO / SAML | |
| RBAC | |
| Audit logs | |
| Trains on customer data | No |