Clay
Enriches prospect lists from many data sources and writes the outreach.
Overview
A go-to-market data tool that chains together dozens of enrichment providers, then uses AI to research each prospect and draft personalised outreach. Powerful and genuinely different from a static list — and easy to use for spam if you are not careful.
Key features
Waterfall enrichment
Falls through multiple data providers per record.
AI research
Reads a prospect's site and writes a relevant opener.
Integrations
Pushes enriched records into your CRM.
Pricing
| Plan | Price | Notes |
|---|---|---|
| Free | Free | 100 credits |
| Starter | $149/mo | 2,000 credits |
| Pro | $800/mo | High volume |
Pricing last checked: Aug 17, 2026. Always confirm current pricing on the official site.
Pros & cons
Pros
- Enrichment coverage far beyond any single provider
- Personalisation that is actually specific, not just a merge field
Cons
- Expensive quickly at real volume
- Credit model is hard to predict
- Makes high-volume cold outreach very easy — which is a compliance risk
Who it's not for
A recommendation is only worth something if it says who should skip the tool. Clay is a poor fit if:
- Anyone without a lawful basis for processing prospect data
- Small budgets
- Teams without CRM discipline
Privacy & your data
Processes personal data about people who have not opted in, which is exactly where GDPR, CAN-SPAM and similar regimes apply. Establish your lawful basis and suppression handling before importing lists — this is a legal question, not a settings question.
Policies change. This summary reflects our last review — the vendor's current privacy policy is always the authority.
Integrations
How to use
Try it before you pay
Start on the free tier or trial and run one real task end to end — not a demo prompt. That is the only way to tell whether it fits how you actually work.
Check the limits that bite
Find the constraint that will matter at your volume: generation credits, seats, export quality or rate limits. It is usually not the headline price.
Decide in a week
Set a date to keep or cancel. Tools that survive on 'I might use it later' are how subscription costs quietly accumulate.
FAQs
- Is there a free version?
- Yes — Free on the Free plan.
- Can I use the output commercially?
- Generally yes on paid plans, but rights differ by tier and change over time. Check the vendor's current terms for your specific plan before client work.
User reviews
No user reviews of Clay yet. If you have used it properly, yours would be the first.
Used Clay? Write a review.
You need an account so each person reviews a tool once — that is the whole anti-spam mechanism, and it is why these are worth reading.
Sign in to reviewAlternatives
Visual automation with more power than Zapier, less setup than n8n.
Zapier
8.1Connect your apps and automate workflows without code.
Verdict: Still the easiest way to automate, with an unmatched integration catalog. Task-based pricing is its weakness — costs climb quickly at volume, which is exactly when n8n starts making sense.