Looking for Clay alternatives? Although, Clay is a powerful data enrichment and automation tool for lead generation and prospecting. It may not be the perfect fit for everyone due to its pricing, feature limitations, or specific business needs. If you’re looking for the best alternatives to Clay, I’ve compiled a list of top tools that offer similar or even better functionalities. 

I've tested the tools based on real user feedback and hands-on experience. From GDPR-compliant solutions like Cognism to comprehensive platforms like Persana AI, we'll explore options that might better suit your specific needs.

What should you evaluate in a Clay.com Alternative?

Before picking a tool, consider look for the key factors in a tool:

• Data Accuracy – The quality and freshness of the data matter.

• Automation Features – Look for tools that integrate automation to save time.

• Pricing – Ensure the cost fits your budget.

• Integration – The ability to integrate with your CRM and marketing tools is crucial.

• User Experience – A user-friendly interface can make a big difference.

Top 10 Clay Alternatives in 2025

Persana AI

Persana AI emerges as a robust clay alternative, powered by 75+ data providers and sophisticated AI capabilities.

Persana AI key features and capabilities

The platform's AI agents operate continuously, automating research, outreach, and follow-ups. These agents reduce sales cycle time by 65% and boost conversion rates by 30%. The system excels in signal-based selling, tracking job changes and company hiring trends in real-time.

Furthermore, the platform offers email waterfall enrichment, delivering higher match rates than Apollo and ZoomInfo combined. The AI-driven personalization creates tailored messages based on prospect behavior and company growth signals.

Persana AI pricing

The platform offers transparent pricing tiers:

Each plan includes unlimited users and access to core features, with higher tiers offering additional capabilities like CRM integration and intent tracking.

Pros and cons

Advantages:

• Access to 100+ data sources and integrations

• Unlimited team members on all paid plans

• Real-time job change alerts

• Credit rollover system

Limitations:

• Limited documented customer service information

• Enterprise pricing details not readily available

• Slightly lower Lead Builder score (8.5) compared to Clay (9.6)

The platform's AI agents have helped teams achieve a 95% increase in qualified leads, saving over three weeks per month by eliminating manual scoring. Subsequently, users report significant improvements in outreach efficiency and lead generation capabilities.

Apollo.io

As a leading sales intelligence platform, Apollo.io serves over 500,000 companies with its extensive database of 210+ million verified contacts. The platform stands out among clay alternatives through its comprehensive approach to sales automation and lead generation.

Apollo's strength lies in its sophisticated filtering system, offering 65+ attributes including buyer intent, job postings, and headcount growth. Essentially, this allows users to discover decision-makers based on specific criteria such as industry, geography, and company size.

The platform's data enrichment process differs notably from traditional methods. In fact, Apollo enriches contact information through its proprietary database, providing detailed insights for B2B sales organizations. The system maintains high accuracy standards, achieving a 4.8 out of 5 stars rating on G2.

Plan

Prices reflect annual billing with 20% discount

Pros and Cons

The credit-based system operates on a per-action basis, charging one credit for mobile verification and exports. Moreover, the platform excels in email tracking and automation, scoring 9.1 in user satisfaction.

Integration capabilities enhance Apollo's functionality, connecting seamlessly with popular CRMs like HubSpot and Salesforce. The platform maintains GDPR compliance and holds SOC 2 Type 1 and ISO 27001 certifications.

Consequently, Apollo has proven particularly effective for sales teams, with some users reporting up to 50% more email addresses and 400% more phone numbers compared to previous solutions. The platform's AI-powered automation streamlines data management, moving information efficiently across integrated systems.

👉 Unsure who to pick? Check out Persana AI vs Apollo.

ZoomInfo

Among the leading clay alternatives, ZoomInfo stands out with its extensive database of 321 million active professionals across 104 million companies.

ZoomInfo's Key Features and Capabilities

The platform's SalesOS serves as its cornerstone, offering advanced prospecting capabilities through real-time buyer intent signals. Accordingly, users can identify potential customers based on specific search queries and company activities.

The system's Websights feature transforms anonymous website visitors into actionable leads. Primarily, this tool enables sales teams to understand who's viewing their site and their interests, creating opportunities for targeted outreach.

ZoomInfo's conversation intelligence platform, Chorus, analyzes prospect interactions to identify successful behaviors. The platform also includes FormComplete, which enriches web forms with comprehensive contact information based solely on email addresses.

ZoomInfo Pricing

The platform offers three distinct tiers:

Additional users can be added at $1,500-$2,500 per seat, depending on the plan. Undoubtedly, volume discounts are available for larger teams.

Pros and Cons

Advantages:

• Maintains 95% data accuracy for first-party information

• Excels in providing mobile numbers compared to competitors

• Integrates seamlessly with popular CRM platforms

Limitations:

• Complex pricing structure requires direct engagement

• Higher cost barrier for small businesses

• Some users report outdated contact information

The platform specifically shines in larger company environments, where its extensive database and advanced features justify the investment. Through its intent data and buying intelligence, sales teams can prioritize accounts and reach decision-makers at optimal times.

👉 See how Persana AI compares to ZoomInfo.

Cognism

Built in Europe, Cognism distinguishes itself through its extensive mobile database and EMEA-focused approach to B2B data enrichment.

Cognism's Key Features and Capabilities

The platform boasts an impressive mobile database with 50 million numbers in the US, which is twice the coverage of other providers. Primarily, its European presence includes 120 million contacts, with 180% more contacts in the UK and 250% higher coverage in France and Germany.

Diamond Verified Phone Data® stands out as a unique offering, featuring 7 million manually verified mobile numbers. Indeed, the platform maintains a 98% accuracy rate for phone-verified contacts.

The Chrome Extension enables seamless prospecting across LinkedIn, corporate websites, and major CRM platforms. Rather than limiting access, users receive unrestricted views and page-level exports of up to 25 profiles simultaneously.

Cognism Pricing Structure

The platform offers two distinct tiers:

Both plans include integrations with popular tools like Salesforce, HubSpot, and Outreach. Similarly, all licenses come with unlimited data access and exports.

Pros and Cons

Advantages:

• Double the US mobile coverage compared to competitors

• GDPR and CCPA compliant data handling

• Seamless integration with major CRM platforms

• Phone-verified contact accuracy of 98%

Limitations:

• Higher platform fees for enterprise usage

• Not suitable for freelancers or sole traders

• Some users report occasional filtering issues

The platform's commitment to data compliance sets it apart, as it scrubs all mobile numbers against global Do-Not-Call lists. Furthermore, its Diamond-on-Demand service verifies new mobile numbers within 48 hours, ensuring continuous database expansion and accuracy.

Lusha

With a vast database powered by insights from over 1.5 million users, Lusha has established itself as a prominent B2B contact database and sales intelligence platform.

Lusha's Features

The platform's core strength lies in its B2B contact database, which provides access to millions of verified contacts. Besides the extensive database, Lusha's Chrome extension enables users to find prospect information directly from LinkedIn, Salesforce, and other platforms.

The platform excels in real-time data validation, ensuring contact accuracy through advanced verification algorithms. Primarily focused on compliance, Lusha maintains GDPR and CCPA certification, offering peace of mind for data handling.

Lusha Pricing

Lusha implements a credit-based system where different data types cost varying amounts:

The Free plan offers 50 credits monthly. Premium plans include:

• Individual Plan: Basic access with limited features

• Team Plan: Full database access with training

• Enterprise Plan: Custom solutions with advanced analytics

Pros and Cons

Based on extensive user feedback, Lusha maintains an overall rating of 4.0 out of 5.

Advantages:

• Seamless integration with popular CRM systems

• Quick response time from support team

• Real-time data validation capabilities

Limitations:

• Data accuracy varies, with some users reporting incorrect contact details

• Pricing can be steep for smaller businesses

• Some users express concerns about subscription cancelation process

The platform's user interface receives high marks for ease of use, scoring 4.6 out of 5. Nevertheless, value for money ratings stand at 3.7, indicating room for improvement in pricing structure. Ultimately, Lusha's functionality score of 4.1 reflects its capability as a reliable clay alternative for businesses seeking verified contact data.

Clearbit

Recently acquired by HubSpot, Clearbit has transformed its focus toward advanced data enrichment and website visitor tracking capabilities.

Clearbit's Enrichment Features Capabilities

The platform's core strength lies in its ability to process 100+ B2B attributes from 250+ data sources. Primarily, the system enriches data through real-time validation, instantly updating records when changes occur.

The platform's Breeze Intelligence combines public data, proprietary information, and LLMs to create standardized data sets. Hence, users gain access to:

• Global coverage across all countries and languages

• Best-in-class industry categorization, including 6-digit NAICS

• Standardized roles and seniorities mapping

Clearbit Pricing

The platform implements a credit-based system with volume-based pricing. Current pricing structure includes:

Pros and Cons

Advantages:

• Automated enrichment powers precise lead scoring

• Dynamic form shortening reduces friction in data collection

• Seamless integration with popular CRM platforms

Limitations:

• Credit-based system limits viewing and exporting data

• Data quality needs improvement, especially for EMEA regions

• Some users report data being 2-3 years old

The platform's visitor dashboard highlights companies matching ideal customer profiles. Therefore, teams can focus outbound efforts on qualified companies showing interest. Through selective enrichment, users can choose which records undergo enrichment, providing a tailored data management experience.

UpLead

Based in Southern California, UpLead distinguishes itself through its B2B data verification system, maintaining a 95% accuracy rate for all contact information.

UpLead Feature Set

The platform's Prospector tool provides access to over 160 million business contacts worldwide. Primarily, users can leverage 50+ advanced filters to target prospects based on:

• Industry and revenue metrics

• Geographic location across 200+ countries

• Job titles and management levels

• Technology stack preferences

The real-time email verification system validates contacts before download, ensuring credits are only used for accurate data. Generally, the platform's Chrome extension enables prospecting while browsing LinkedIn or company websites.

UpLead Pricing

The platform offers transparent pricing tiers with annual billing discounts:

Each credit unlocks one contact's complete information, analogous to a single data point purchase. The platform refunds credits for any bounced emails.

Pros and Cons

Advantages:

• Achieves 4.6 out of 5 rating for ease of use

• Maintains 95% data accuracy on verified contacts

• Offers bulk processing capability for thousands of records

Limitations:

• International database shows limitations outside US

• Professional plan pricing lacks transparency

• Some users report incomplete information occasionally

The platform's integration capabilities extend to popular CRM systems, including Salesforce, HubSpot, and Zoho. Alternatively, users can access over 1,500 applications through Zapier connections. The data enrichment feature enhances existing contact lists with more than 50 data points, streamlining the lead qualification process.

Lead411

First time in the industry, Lead411 introduced unlimited downloads and fresh daily leads based on territory. Throughout its journey since 2011, the platform has maintained a database of over 450 million business contacts.

Lead411's Unique Features

The platform's strength lies in its triple-verified email system, maintaining a 95% email accuracy rating. Initially, the system validates contacts through real-time checks, internal algorithms, and manual research teams.

The platform's Chrome extension enables prospecting directly from LinkedIn and company websites, displaying intent scores for efficient lead sourcing. Primarily, Lead411 excels in:

• News-driven sales leads generation

• IT intelligence tracking

• Unlimited company contact access

Lead411 Pricing

The platform offers flexible pricing options with both monthly and annual plans:

All plans include cadence automation and CRM integration with 25+ available systems.

Pros and Cons

Advantages:

• Achieves 4.7/5 rating from 63 verified users

• Offers unlimited cadence automation across all plans

• Provides extensive employee data with up-to-date company information

Limitations:

• Geographic coverage limited to North America, select European countries, and New Zealand

• Chrome extension requires frequent updates

• Some users report outdated information in certain regions

The platform's data enrichment capabilities extend beyond basic contact information, offering sales engagement features like email tracking, reply monitoring, and meeting scheduling. Alternatively, users can leverage custom triggers based on company activities, creating targeted prospect lists aligned with their ideal customer profile.

FullContact

Fundamentally different from other clay alternatives, FullContact prioritizes privacy-first identity resolution, processing over 200 million data updates daily.

FullContact Features

The platform's identity resolution technology connects customer data across multiple touchpoints, creating unified customer profiles. Through its proprietary algorithm, the platform matches and links customer data from various sources, delivering a comprehensive view of each customer's journey.

The platform's visitor identification system transforms anonymous website traffic into precise customer segments, boosting match rates up to 85%. Primarily, the system processes:

• Over 1 billion people profiles

• 22 million company profiles

• 30 million daily updates

FullContact Pricing

The platform implements a flexible pricing structure with multiple tiers:

Pro and Cons

Advantages:

• Achieves high data enrichment accuracy through multidimensional insights

• Offers ethical data sourcing and API integration

• Maintains real-time data updates with 30M+ daily processing

Limitations:

• Interface requires improvement for better user experience

• API limits pose challenges with HubSpot integration

• Outlook Exchange integration shows compatibility issues

The platform's identity graph technology enables businesses to take ownership of customer relationships, unlike proprietary walled gardens. Alternatively, users can leverage the platform's Chrome extension for seamless prospecting across various platforms. The system's batch processing capabilities and real-time analytics make it particularly effective for organizations seeking to unify customer data while maintaining privacy compliance.

Adapt.io

Serving over 500,000 global teams, Adapt.io stands out through its specialized technology sector coverage spanning 3,000+ industries.

Adapt.io Core Features

The platform's Data OS solution enables users to discover companies across diverse sectors, from SaaS to Fintech and Generative AI. Through advanced filtering capabilities, users can identify high-growth companies based on funding rounds, key hires, and employee expansion signals.

The platform's Chrome extension facilitates seamless prospecting, allowing users to find verified email addresses directly from LinkedIn and other online platforms. Primarily, the system maintains a success rate of 30% in email campaigns.

Adapt.io Pricing

The platform offers flexible plans with monthly and yearly options:

All plans include a 7-day free trial without credit card requirements.

Pros and Cons

Advantages:

• Class-leading support with email, chat, and phone assistance

• Prospecting productivity increased by 40% according to user feedback

• Advanced technology sector filtering with 3,000+ specialized categories

Limitations:

• Limited contact exports in lower-tier plans

• Some users report occasional data outdating

• Interface requires periodic updates

The platform's enrichment capabilities extend beyond basic contact information, offering 50+ data attributes for comprehensive lead intelligence. Alternatively, users can leverage the API suite for seamless system integration, enabling automated data flow across their tech stack. Markedly, the platform's account-based marketing features allow users to build targeted lists by uploading company websites, streamlining the prospecting process.

Conclusion

Clay is an excellent tool, but it’s not the only option available. Depending on your specific business needs, one of the above alternatives might be a better fit for you. Whether you’re looking for enhanced lead generation, improved data accuracy, or better pricing, these alternatives offer powerful solutions to streamline your workflows and boost efficiency.

If you are seeking advanced AI capabilities and automated prospecting, check out Persana AI for its proven 65% reduction in sales cycle time.

FAQ

Which Clay alternative is best?

The optimal choice varies based on specific business requirements. For European markets, Persana AI offers 180% more contacts in the UK. Alternatively, Apollo.io maintains the largest database with 275 million contacts.

Consider these factors when making your decision:

What can you use instead of clay?

Fundamentally, your choice should align with specific use cases:

For sales teams seeking extensive Persana AI, ZoomInfo and Apollo.io excel with their vast databases. Straightaway, smaller teams might find UpLead's 95% accuracy rate more valuable.

The landscape offers solutions for various needs:

• Persana AI for AI-driven automation

• Lead411 for unlimited contact access

• Clearbit for website visitor tracking

• Adapt.io for technology sector coverage

Remember to utilize free trials and demo versions before committing to a long-term solution. This approach ensures the selected platform aligns with your team's workflow and objectives.