# Clay vs Apollo.io

Source: https://piperocket.digital/compare/clay-vs-apollo/
Author: Vishnu Prasadh, PPC Manager at PipeRocket
Reviewed by: Praveen Ravi, Co-Founder, PipeRocket Digital
Published: 2026-07-17
Last updated: 2026-10-21

A neutral head-to-head comparison of Clay and Apollo.io across data model, AI automation, outbound execution, integrations, and pricing for GTM and RevOps teams.

## 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

01. [Clay homepage](https://www.clay.com) (accessed July 2026)
02. [Clay pricing](https://www.clay.com/pricing) (accessed July 2026)
03. [Clay customer stories](https://www.clay.com/customers) (accessed July 2026)
04. [Clay customer story: Anthropic (quote)](https://www.clay.com/customers/anthropic) (accessed July 2026)
05. [Clay funding / dossier](https://www.clay.com/dossier/clay-funding) (accessed July 2026)
06. [Clay reviews (G2, not re-read October 2026)](https://www.g2.com/products/clay-com-clay/reviews) (accessed July 2026)
07. [Clay reviews (Capterra, 1 review)](https://www.capterra.com/p/237944/Clay/) (accessed October 2026)
08. [Clay company profile (Built In NYC)](https://www.builtinnyc.com/company/clay/offices) (accessed July 2026)
09. [Clay team size estimate (LeadIQ)](https://leadiq.com/c/clay/5d97219a408f0cc3d9160090) (accessed July 2026)
10. [Clay integrations](https://www.clay.com/integrations) (accessed July 2026)
11. [Apollo.io homepage](https://www.apollo.io) (accessed July 2026)
12. [Apollo.io reviews (G2, not re-read October 2026)](https://www.g2.com/products/apollo-io/reviews) (accessed July 2026)
13. [Apollo.io reviews (Trustpilot)](https://www.trustpilot.com/review/apollo.io) (accessed July 2026)
14. [Apollo.io reviews (Capterra, 4.5/5, 398 reviews)](https://www.capterra.com/p/158696/Apollo/reviews/) (accessed October 2026)
15. [Apollo.io customer story: Cyera (quote)](https://www.apollo.io/magazine/cyera-customer-story) (accessed July 2026)
16. [Apollo.io customer story: Instabug (quote)](https://www.apollo.io/magazine/instabug-sales-outreach-success) (accessed July 2026)
17. [Apollo.io pricing (official)](https://www.apollo.io/pricing) (accessed October 2026)
18. [Apollo.io company profile (Built In SF)](https://www.builtinsf.com/company/apolloio) (accessed July 2026)
19. [Apollo.io funding / revenue estimate (Latka)](https://getlatka.com/companies/apolloio) (accessed July 2026)
20. [Clay raises $115M Series D at $7.1B (The Next Web)](https://thenextweb.com/news/clay-raises-115m-series-d-7-1bn-valuation-wellington) (accessed October 2026)
21. [Apollo vs Clay (Apollo.io, vendor comparison)](https://www.apollo.io/insights/apollo-vs-clay) (accessed October 2026)
22. [Clay reviews (TrustRadius, 9.3/10, 151 ratings)](https://www.trustradius.com/products/clay-lead-generation/reviews) (accessed October 2026)