Clay
Data EnrichmentData enrichment platform combining 75+ providers with AI automation
Overview
Clay is a data enrichment platform that combines access to over 75 data providers with AI-powered automation tools for prospect research and outreach. Founded in 2017, the company has positioned itself as a comprehensive solution for teams that need to find, enrich, and engage prospects at scale. While not exclusively an SEO tool, Clay has found strong adoption among SEO professionals and agencies for link building outreach campaigns.
The platform's core value proposition is aggregating multiple data sources into a single interface, allowing users to build "waterfalls" that query providers sequentially until complete contact information is found. This approach typically yields higher data coverage than relying on a single provider like ZoomInfo or Apollo. Clay also incorporates AI capabilities for prospect qualification and personalized message generation, making it particularly useful for teams running sophisticated outreach campaigns.
Clay competes directly with dedicated data providers like Clearbit and ZoomInfo, but differentiates itself through its multi-provider approach and automation features. The platform has gained traction among growth teams, sales organizations, and digital marketing agencies that prioritize data quality and outreach efficiency.
Key features
75+ Data Providers
Access to extensive network of data sources including ZoomInfo, Apollo, and Clearbit for comprehensive prospect enrichment.
AI-Powered Research
Automated prospect qualification and personalization using AI to analyze company data and generate targeted outreach angles.
Waterfall Enrichment
Sequential data provider querying to maximize contact discovery rates and data completeness while optimizing costs.
Email Finder & Verification
Built-in email discovery and validation tools to ensure deliverability and reduce bounce rates in outreach campaigns.
CRM Integrations
Native connections to Salesforce, HubSpot, and other CRMs for seamless data flow and campaign management.
Automated Workflows
No-code automation builder for creating complex data enrichment and outreach sequences based on custom triggers.
Pricing
| Plan | Price | Includes |
|---|---|---|
| Starter | $149/month | 2,500 credits, basic data providers, email finder |
| Explorer | $349/month | 10,000 credits, advanced integrations, AI features |
| Pro | $800/month | 25,000 credits, premium data sources, advanced automation |
| Enterprise | Custom | Unlimited credits, dedicated support, custom integrations |
FAQ
How accurate is Clay's contact data?
Clay aggregates data from 75+ providers and uses waterfall enrichment to achieve contact accuracy rates of 85-95%. The platform automatically validates emails and provides confidence scores for each data point.
Can Clay integrate with existing SEO and outreach tools?
Yes, Clay offers native integrations with major CRMs, email platforms like Outreach and Apollo, and can connect via API to most SEO and link building tools.
What makes Clay different from other data enrichment tools?
Clay's key differentiator is combining multiple data providers in automated sequences, plus AI-powered research capabilities that can analyze prospects and generate personalized outreach angles at scale.
Is Clay suitable for small SEO agencies?
The $149/month starting price may be steep for solo practitioners, but agencies running regular link building campaigns can justify the cost through improved outreach efficiency and higher response rates.
How does Clay's credit system work?
Credits are consumed when enriching contacts or companies, with different data providers costing different amounts. The waterfall feature helps optimize credit usage by trying cheaper providers first.
Review Sentiment
183 reviews across 1 source
Bottom line
A well-regarded data enrichment tool: Clay delivers on centralizes data from 100+ enrichment sources and holds a solid 4.8/5. The trade-off is steep learning curve requiring technical proficiency or dedicated RevOps.
People love
- +Centralizes data from 100+ enrichment sources with real-time enrichment, saving 50-80% of lead research time
- +Snappy and easy-to-use interface with fantastic customer service and strong API/integration support
- +Powerful AI text generation and data cleaning capabilities that dramatically improve campaign precision and reply rates
Common complaints
- –Steep learning curve requiring technical proficiency or dedicated RevOps support for effective implementation
- –Credit-based pricing is unpredictable and difficult to estimate costs while building automations
- –Integration issues with some CRM tools like HubSpot or Pipedrive, especially on lower-tier plans
Last updated Feb 2026