Clay vs Apollo (2026): Pricing, Data & Which Fits

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Weighing a third option?

Not sure either one fits?

We're PipeRocket, a B2B SaaS specialist. If you want an outside read on which way to go, we'll give you an honest one.

The short answer

Clay vs Apollo is orchestration versus an all-in-one suite: Clay routes enrichment across 150+ data providers for RevOps teams that build custom workflows, while Apollo bundles its own contact database, sequencing and dialer for reps who want to start prospecting fast. Many teams use both: Clay enriches and researches leads, then Apollo or another tool sends. The choice is which job you are hiring for.

Choose Clay Custom enrichment workflows across many data sources

If you want to build custom, no-code enrichment and research workflows pulling from 150+ data providers (including Apollo), need an AI agent (Claygent) for per-lead research beyond what any single database offers, and are comfortable with usage-based, credit-metered pricing, Clay is the stronger fit (Free tier available; Launch $167/mo billed annually ($185/mo monthly), unlimited seats, checked October 2026).

Choose Apollo.io Ready-made prospecting, sequencing, and dialer in one tool

If you want a first-party contact and company database plus built-in email sequencing, a dialer, and native CRM sync in one interface without building custom workflows, and prefer transparent per-seat pricing, Apollo.io is the more accessible pick (Free tier; Basic $49/user/mo, Professional $79/user/mo, billed annually, checked October 2026).

At a glance

	Clay	Apollo.io
Founded / Vendor	Clay (clay.com)	Apollo.io (apollo.io)
Category	AI data enrichment + GTM workflow automation	All-in-one prospecting + engagement platform
Starting price	$0 (Free tier); Launch $167/mo billed annually ($185/mo monthly)	$0 (Free tier); Basic $49/user/mo (annual)
Public rating	9.3/10 TrustRadius (151 ratings); 4.6 G2 (not re-read Oct 2026); 5.0 Capterra (1 review)	4.5 Capterra (398 reviews); 4.7 G2 (not re-read Oct 2026); 2.9 Trustpilot
Best for	Teams building custom, multi-source enrichment and research workflows	Teams wanting an all-in-one prospecting, sequencing, and dialer suite

Vendor profile

Clay

AI data enrichment + workflow automation platform · web app · usage-based pricing, free tier

Clay is a GTM data-orchestration platform that routes enrichment across 150+ third-party providers in a spreadsheet-style, no-code workflow builder, with an AI research agent (Claygent) and no first-party contact database. Founded in 2017 by Kareem Amin (CEO) and Varun Anand (COO, joined 2021) and based in New York, its core mechanic is “waterfall enrichment”: for any data point, Clay queries providers in sequence, including Apollo itself, until it finds a match, then layers on Claygent for custom, prompt-driven research per row. The company raised a $115M Series D at a $7.1B valuation (September 2026, led by Wellington Management), up from a reported $5B tender offer in January 2026. Reported employee counts vary widely across aggregators (roughly 300 to over 1,100), a gap large enough to flag as unverified rather than resolve; treat Clay as a high-growth company of several hundred to low-thousands of employees. Clay states more than 2,500 customers, with named, verifiable logos including Anthropic, Notion, Intercom, Vanta, and Verkada.

Vendor: Clay (clay.com)
Platform: Web app (SaaS)
Category: AI data enrichment + GTM workflow automation
Pricing model: Usage-based (actions + data credits); unlimited seats; free tier
Starting price: $0 (Free); Launch $167/mo billed annually ($185/mo monthly), unlimited seats (Clay pricing page, October 2026)
Public rating: 9.3/10 TrustRadius (151 ratings); 4.6/5 G2 (not re-read October 2026); 5.0/5 Capterra (1 review, non-statistical)

Apollo.io

All-in-one prospecting + engagement platform · web app · per-seat pricing, free tier

Apollo.io is an all-in-one B2B sales intelligence and engagement platform built on a first-party database of 240M+ contacts and 30M+ companies, with email sequencing, a built-in dialer, AI assistant and CRM sync. San Francisco based, it launched in 2015 as ZenProspect (founders Tim Zheng, Ray Li, and Roy Chung), graduated Y Combinator in 2016, and rebranded to Apollo.io in 2018. Unlike Clay, Apollo owns its contact and company data and pairs it with multichannel sequencing, native bi-directional CRM sync, and an in-app AI assistant. Estimates (Latka/Built In) put the company at roughly $251M raised, a $1.6B valuation, $150M to $200M in ARR and about 850 employees; treat those figures as unverified estimates. Verifiable customer case studies include Cyera, Instabug, Autodesk, Smartling, Customer.io, Ashby, and Kinsta.

Vendor: Apollo.io (apollo.io)
Platform: Web app (SaaS)
Category: All-in-one prospecting + engagement platform
Pricing model: Per-seat tiered; free tier; annual or monthly
Starting price: $0 (Free); Basic ~$49/user/mo (annual)
Public rating: 4.5/5 Capterra (398 reviews, October 2026); 4.7/5 G2 (not re-read October 2026); 2.9/5 Trustpilot (checked July 2026)

Pricing: what you'll actually pay

The two vendors price on fundamentally different axes. Clay charges for usage (actions and data credits) with unlimited seats; Apollo charges per seat regardless of usage. Both vendors’ figures come from their own pricing pages, checked October 2026; third-party monthly estimates are labelled as reported. Verify both live before buying.

	Clay	Apollo.io
Starting price	$0 (Free: 500 actions/mo, 100 data credits/mo)	$0 (Free: 900 credits/seat/yr, 2 sequences)
Entry paid tier	Launch $167/mo billed annually ($185/mo monthly), unlimited seats (checked October 2026)	Basic $49/user/mo billed annually, 30,000 credits/seat/yr ($59/mo monthly, reported)
Mid tier	Growth $446/mo billed annually ($495/mo monthly); 40,000 actions/mo, 6,000 data credits/mo base, CRM auto-sync	Professional $79/user/mo billed annually, 48,000 credits/seat/yr ($99/mo monthly, reported)
Full-capability tier	Enterprise, custom pricing (200,000+ actions/mo, SSO, RBAC, dedicated strategist)	Organization $119/user/mo billed annually, 72,000 credits/seat/yr (3-seat minimum, SSO)
Pricing structure	Usage-based (actions + data credits); unlimited seats on every plan	Per-seat; cost scales with headcount, not usage; Advanced Dialer a $119/team/mo add-on
Example team cost	Growth tier $446/mo (~$5,352/yr) covers a whole team regardless of seat count, capped at 40,000 actions/mo	A 5-seat Professional team runs ~$4,740/yr ($79/user/mo x 5 x 12)
Overages / rollover	Data credits from $0.05 each; unused actions do not roll over; data credits roll over up to 1 month or 15% of annual	Credit overages ~$0.20/credit, 250-credit minimum purchase (estimate); no rollover; Fair Use Policy caps ‘unlimited’ usage

Capability comparison

The two tools solve adjacent but different problems. Clay leads on data breadth (pulled from 150+ external providers) and custom AI-driven research workflows; Apollo leads on owning a first-party database and bundling outbound execution (sequencing, dialer, CRM sync) into one ready-made tool. Several rows below cut against each vendor and are reported as-is.

Service	Clay	Apollo.io
Waterfall enrichment across 150+ providers	✓ (core mechanic, incl. Apollo as one source)	Partial (waterfall enrichment on paid plans; Clay’s 150+ provider waterfall is the core product)
Owns first-party contact/company database	✕ (orchestrates third-party sources)	✓ (240M+ contacts, 30M+ companies)
AI research agent for custom per-lead work	✓ (Claygent)	Partial (AI assistant / deal insights, not per-row custom research)
No-code, spreadsheet-style workflow builder	✓	✕
Built-in outbound sequencing	~ (email campaigns on Launch+; most teams send via an external sequencer)	✓ (multi-step, A/B tests, reply detection)
Built-in dialer / call coaching	✕	✓ (US dialer on Basic+, credits apply; Advanced Dialer a $119/team add-on)
Native, bi-directional CRM sync	Partial (Growth tier+)	✓ (Salesforce, HubSpot, Pipedrive, Zoho)
Signal monitoring (job changes, intent, etc.)	✓	✓ (job-change, hiring, funding, technographic)
Intent data	✓ (web intent signals on Growth tier)	✓ (intent topics: 1 Free, 6 Professional, 12 Organization)
Learning curve / time to first campaign	Steeper; reviewers describe real ramp-up before ROI	Plug-and-play; launch prospecting out of the box
SSO / RBAC	✓ (Enterprise tier)	✓ (Organization tier)
Free tier	✓ (500 actions/mo, 100 data credits/mo)	✓ (900 credits/seat/yr, 2 sequences)
Unlimited seats on every plan	✓	✕ (cost scales per seat)

Decision matrix - who fits which side

Clay vs Apollo comes down to which job you are hiring the tool for. Match the rows below to how your team sources data, launches outbound and builds workflows.

Criterion	Clay	Apollo.io
Need waterfall enrichment across 150+ data providers	✓	-
Want a single first-party database as source of truth	✕	✓
Need a custom AI research agent for per-lead workflows	✓	-
Want a built-in dialer and call coaching	✕	✓
Comfortable building no-code workflows or spreadsheet logic	✓	-
Want an all-in-one tool with no workflow-building required	✕	✓
Need to launch outbound within days	✕	✓
Have a RevOps or GTM engineer to build tables	✓	-
Need native, bi-directional CRM sync out of the box	-	✓
Want predictable per-seat pricing at entry	✕	✓
Need the deepest, most verifiable review pool to de-risk buying	✕	✓
Want unlimited seats regardless of team size	✓	✕
Run both: Clay enriches, Apollo sends	✓	✓

Check = clear edge. Dash = capable but not the stronger pick. Cross = outside the model.

Strengths & tradeoffs

Both tools show up in modern GTM stacks, often together, and each wins rows the other does not. The honest differences are data ownership, workflow flexibility, and how outbound execution actually happens.

Axis	Clay	Apollo.io
Scope	Data enrichment and workflow automation layer; not a ready-made outbound suite	All-in-one: database, sequencing, dialer, and CRM sync in one tool
Data model	Orchestrates 150+ third-party providers (including Apollo) via waterfall; no first-party database of its own	Owns a first-party database of 240M+ contacts and 30M+ companies
AI / automation	Claygent AI research agent plus a spreadsheet-style, no-code workflow builder for custom logic	In-app AI assistant and deal insights; not built for custom, per-row research workflows
Outbound execution	Email campaigns on Launch and above; no built-in dialer, and most teams send via an external sequencer	Multi-step email sequencing plus a built-in dialer with recording and coaching
Learning curve	Steeper; several third-party reviews describe real ramp-up time before a team sees ROI	Lower; ready-made database and workflows out of the box
Pricing model	Usage-based (actions + data credits), unlimited seats; reviewers call the credit system unpredictable at scale, with no action rollover	Per-seat tiers; transparent headline price, though real team cost scales (a 5-seat Professional team runs about $4,740/yr)
Integrations	150+ integrations including Salesforce, HubSpot, Clearbit, Apollo, Hunter, People Data Labs, OpenAI/Claude, Google Sheets, Crunchbase	Native bi-directional sync with Salesforce, HubSpot, Pipedrive, Zoho; one-way to Outreach and SalesLoft; Zapier bridge to 7,000+ apps
Public proof	TrustRadius 9.3/10 (151 ratings); G2 4.6 (not re-read October 2026); Capterra 5.0 but only 1 review	Capterra 4.5/5 across 398 reviews (October 2026); G2 4.7 (not re-read October 2026), though Trustpilot sits far lower at 2.9/5

Ratings & track record

Metric	Clay	Apollo.io
TrustRadius	9.3/10 (151 ratings, October 2026)	No current data (reviews URL unavailable this pass)
G2 rating	4.6/5 (not re-read October 2026)	4.7/5 (not re-read October 2026)
Capterra	5.0/5 (1 review, non-statistical, October 2026)	4.5/5 (398 reviews, October 2026)
Trustpilot	No Trustpilot data found	2.9/5 (checked July 2026), notably lower, driven by billing disputes and support complaints on lower and free tiers
Category	AI data enrichment + workflow automation	All-in-one prospecting + engagement
Notable signal	$115M Series D at a $7.1B valuation (September 2026, Wellington Management); reviews praise waterfall enrichment but flag pricing unpredictability	Largest, most statistically meaningful review pool in the category; a real reputational gap between its G2 and Trustpilot scores

Clay and Apollo draw their social proof from different pools, so read each source on its own. Clay scores 9.3/10 on TrustRadius across 151 ratings (read October 2026), the most statistical Clay signal available; its Capterra listing shows a clean 5.0/5 but on only 1 review, too small a sample to treat as statistical, and its G2 figure (4.6/5) was not re-read this pass. Apollo holds 4.5/5 on Capterra across 398 reviews (read October 2026, ease of use 4.5, customer service 4.2), a far larger sample, with a G2 figure of 4.7/5 that was not re-read this pass. Apollo’s Trustpilot score (2.9/5, checked July 2026) is a different, harsher audience than Capterra or G2, driven largely by billing disputes and account or support complaints concentrated on lower and free tiers rather than the core prospecting workflow. Confirm both companies’ current ratings directly on TrustRadius, Capterra, G2, and Trustpilot before treating either number as decisive.

Both tools’ pricing and ratings were checked October 2026 against each vendor’s own pages, plus Capterra and TrustRadius. G2 figures were not re-read this pass and are labelled as such; some monthly Apollo prices and overage figures come from third-party trackers and are labelled as reported or estimates. Verify directly with each vendor before buying. This comparison is independent; we take no affiliate or referral fees from either vendor.

Frequently asked questions

What is the difference between Clay and Apollo.io?

Clay orchestrates 150+ third-party data providers in a no-code builder with an AI research agent (Claygent) and owns no contact database. Apollo.io owns a 240M+ contact database with sequencing, a dialer and CRM sync. Clay enriches custom workflows; Apollo executes outbound out of the box.

Which is better, Clay or Apollo.io?

Neither wins outright. Clay is better for RevOps teams building custom enrichment and research workflows across many sources. Apollo.io is better for reps wanting a ready-made database plus sequencing and dialer in one tool with predictable per-seat pricing. Many teams use both.

Which is cheaper, Clay or Apollo.io?

It depends on usage. Clay’s Growth is $446/mo billed annually and covers a whole team (unlimited seats), capped at 40,000 actions. Apollo’s Professional is $79/user/mo, so a 5-seat team runs about $4,740/yr. Light enrichment favours Clay; heavy per-seat outbound favours Apollo.

Clay vs Apollo for list building: which fits?

For list building, Apollo lets you search its 240M+ database and export lists directly, which is faster to start. Clay builds lists by orchestrating 150+ providers with waterfall enrichment and Claygent research, which goes deeper per lead. Many teams use Clay to enrich and Apollo to send.

Can you use Clay and Apollo.io together?

Yes, a common pairing. Clay lists Apollo among its 150+ integrations and can pull Apollo data into a waterfall alongside other providers, then hand enriched leads to Apollo or another tool for sequencing and dialing. Clay is enrichment infrastructure; Apollo is a database plus execution suite.

Does Clay have its own contact database?

No. Clay has no first-party contact database at the scale of Apollo’s. Its value comes from orchestrating 150+ third-party providers, including Apollo itself, in a waterfall per data point, rather than owning primary data. This is the biggest structural difference between the two tools.

Is Clay a competitor to Apollo?

Partly. Both help teams build prospect lists, but Apollo owns a 240M+ contact database with sequencing and a dialer, while Clay owns no database and orchestrates 150+ providers, including Apollo. Many teams use Clay to enrich and Apollo to send.

How much does Apollo cost?

Apollo is per seat, billed annually: Free $0 (900 credits per year), Basic $49, Professional $79 and Organization $119 per seat per month (3-seat minimum), checked October 2026 on apollo.io/pricing. Add-ons such as the Advanced Dialer cost extra.

How much does Clay cost?

Clay charges by usage with unlimited seats: Free $0, Launch $167/mo billed annually ($185 monthly), Growth $446 annually ($495 monthly), and custom Enterprise, checked October 2026 on clay.com/pricing.

Which has better reviews, Clay or Apollo.io?

By sample size, Apollo. Apollo.io holds 4.5/5 on Capterra from 398 reviews (October 2026) and a reported 4.7 on G2 (not re-read October 2026), though Trustpilot sits at 2.9. Clay scores 9.3/10 on TrustRadius (151 ratings) and 5.0 on Capterra from just 1 review. Confirm live before deciding.

Sources and references

Clay homepage (accessed July 2026)
Clay pricing (accessed July 2026)
Clay customer stories (accessed July 2026)
Clay customer story: Anthropic (quote) (accessed July 2026)
Clay funding / dossier (accessed July 2026)
Clay reviews (G2, not re-read October 2026) (accessed July 2026)
Clay reviews (Capterra, 1 review) (accessed October 2026)
Clay company profile (Built In NYC) (accessed July 2026)
Clay team size estimate (LeadIQ) (accessed July 2026)
Clay integrations (accessed July 2026)
Apollo.io homepage (accessed July 2026)
Apollo.io reviews (G2, not re-read October 2026) (accessed July 2026)
Apollo.io reviews (Trustpilot) (accessed July 2026)
Apollo.io reviews (Capterra, 4.5/5, 398 reviews) (accessed October 2026)
Apollo.io customer story: Cyera (quote) (accessed July 2026)
Apollo.io customer story: Instabug (quote) (accessed July 2026)
Apollo.io pricing (official) (accessed October 2026)
Apollo.io company profile (Built In SF) (accessed July 2026)
Apollo.io funding / revenue estimate (Latka) (accessed July 2026)
Clay raises $115M Series D at $7.1B (The Next Web) (accessed October 2026)
Apollo vs Clay (Apollo.io, vendor comparison) (accessed October 2026)
Clay reviews (TrustRadius, 9.3/10, 151 ratings) (accessed October 2026)

Written by Vishnu Prasadh PPC Manager at PipeRocket

Vishnu is a paid marketing manager focused on building high-ROI acquisition engines for B2B SaaS companies. Playing a key role in building PipeRocket Digital, he designs and scales paid media programs across Google, LinkedIn, and other performance channels — turning ad spend into qualified pipeline. With a revenue-first approach to every campaign, Vishnu helps SaaS brands move beyond vanity metrics and drive growth that actually closes.

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Reviewed by Praveen Ravi Co-Founder, PipeRocket Digital

Praveen is a performance-driven marketing leader with over a decade of experience in paid acquisition and demand generation for B2B SaaS companies. As Co-Founder of PipeRocket Digital, he specializes in building high-ROI paid media strategies, scaling pipeline through data-driven experimentation, and aligning marketing efforts directly with revenue outcomes.

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