Sales and prospecting
Clay: review, pricing, data and alternatives
Clay helps sales teams enrich prospect records using multiple providers. It supports company research, personalized outreach messages, data synchronization with a CRM and tracking changes in contacts’ jobs. A free tier exists; the first paid plan costs $185 per month. Access and transparency score: 55/100, #5 of 11 in its category.
What is Clay?
Clay helps sales teams enrich prospect records using multiple providers. It supports company research, personalized outreach messages, data synchronization with a CRM and tracking changes in contacts’ jobs.
According to its documentation, Clay lets you:
- enrich prospect records using multiple providers
- research information about companies
- personalize outreach messages
- synchronize data with a CRM
- track job changes
We file it under Sales and prospecting, the category of tools to find and follow up leads, and it also overlaps with workflow automation. The category lists 11 verified tools on this site.
The publisher is Clay Labs Inc., based in United States.
Who is it for?
It is mostly useful to these profiles: sales teams and marketers. The need it covers is simple to state: find and follow up leads.
Clay is a good candidate if:
- you want to try before paying
- you plan to connect it to your tools or automations through its API
Before deciding, run a trial on a real task and measure the time saved: it is the only criterion that really counts.
How much does Clay cost?
Pricing model: freemium (limited free use, then paid). A free plan is offered, usually limited in volume or features.
The first paid plan costs $185 per month (Launch, advertised starting price; data credits and actions included), according to the pricing page, checked on October 24, 2026.
Per month, that is more expensive than the category median ($49 per month, based on tools with a published price).
To estimate what the same work would cost done directly with an AI model, use our API price calculator. Prices change often: always check the official site before subscribing.
Data and privacy
The publisher does not clearly state where data is hosted. Assume your content may leave your region.
For professional use, check that a data processing agreement (DPA) is offered, and do not send customers' personal data or confidential documents without one.
Exporting your content: CSV. Being able to get your data back makes switching tools easier later.
Three habits apply to every AI tool:
- turn off the use of your content for training if the option exists
- use a work account separate from your personal account
- review everything the tool produces before publishing or sending it
Platforms, languages and API
Clay runs on: web browser and API.
Interface languages: English.
A public API lets you call it from your own programs or an automation tool, and plug it into an AI agent.
How we scored it
Our 55/100 score does not judge output quality: it measures what can be publicly verified about access to the tool, its openness and how far the publisher can be trusted.
| Criterion | Points | What counts |
|---|---|---|
| Access | 25/30 | free tier, published price, French interface |
| Openness | 20/30 | API, data export, open code |
| Trust | 10/40 | identified publisher, declared hosting, age, presence in reference lists |
The full calculation is explained on our method page.
Comparison with alternatives
Clay against other tools in the sales and prospecting category:
Verdict
Clay is a decent option; compare its price and terms with the category leaders.
Strengths
- Free tier to try it
- Public API
Limitations
- More expensive than its category median
- Data hosting not disclosed
Avoid if…
- You handle sensitive personal data without a processing agreement
Alternatives
Categories and jobs
Learn more
Frequently asked questions
Is Clay free?
Yes, a free plan exists, with usage limits. The first paid plan costs $185 per month.
Where is Clay data stored?
The publisher does not clearly say so in its public documentation.
Does Clay have an API?
Yes, a public API is documented.
What are the alternatives to Clay?
In the same category: Apollo.io, Oliv AI, NioLeads, and lemlist.
Clay or Apollo.io: which one to choose?
Clay starts at $185 per month, Apollo.io at $49 per month and our score is 55/100 for Clay and 75/100 for Apollo.io. Try both on the same task before paying.
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Neutrality. No affiliate links. No vendor pays to be reviewed, rated or ranked. Reviews are directed by François Chollet, neutral and factual, and every data point is dated and sourced. How we score