Clay
AI sales assistant software
Sales intelligence software
Lead intelligence software
AI writing assistants
Demand generation software
Lead generation software
- Features
- Ease of use
- Ease of management
- Quality of support
- Affordability
- Market presence
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$134 per month
Free TrialFree version
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What is Clay
Clay is a sales prospecting and enrichment platform that helps go-to-market teams build lead lists, enrich contact and company records, and generate personalized outbound messaging using AI. It is typically used by SDR/BDR teams, growth marketers, and RevOps to assemble targeted accounts and contacts from multiple data sources and push results into downstream tools. The product centers on a spreadsheet-like workflow with integrations to enrichment providers and LLM-based text generation for personalization. It is not a full CRM; it is commonly deployed alongside a CRM and outbound engagement tools.
Flexible enrichment workflows
Clay supports building prospecting workflows that combine list building, enrichment, and conditional logic in a table-based interface. This makes it practical for teams that need to iterate on targeting criteria and data fields without heavy engineering. It also fits well when users need to merge multiple data sources into a single working dataset. Compared with CRM-first tools, it emphasizes data assembly and enrichment over pipeline management.
Broad integrations ecosystem
Clay connects to common GTM systems and a range of third-party data and enrichment services, enabling users to pull, validate, and augment records. These integrations help teams reduce manual copy/paste between tools and standardize fields before syncing to a CRM. The approach is useful when a team relies on multiple vendors for firmographic, technographic, and contact data. It also supports exporting/syncing results for downstream outreach and reporting.
AI-assisted personalization at scale
Clay includes AI features to draft or tailor outbound copy using enriched attributes and web/context signals. This supports creating segmented messaging variations across many leads without writing each message from scratch. The workflow is designed to keep personalization tied to structured fields, which can improve consistency across campaigns. It is most effective when users define clear prompts and guardrails for tone and compliance.
Not a full CRM
Clay does not replace core CRM capabilities such as opportunity management, forecasting, territory management, and end-to-end pipeline reporting. Teams typically still need a CRM to manage deals and account ownership. This can add integration and process work to keep systems aligned. Organizations looking for a single system of record may find the tool incomplete on its own.
Data quality depends on sources
Enrichment accuracy and coverage vary based on the selected data providers and the inputs used for matching. Users may need to implement validation steps, deduplication rules, and manual review for high-stakes lists. Costs and rate limits from third-party providers can also affect throughput and budget. As a result, outcomes can differ significantly between teams with different data stacks.
Learning curve for power users
The table-and-automation approach can require training to use effectively, especially for teams unfamiliar with spreadsheet-like data operations and prompt design. Building reliable workflows often involves experimentation with fields, branching logic, and prompt templates. Governance (naming conventions, versioning, and access controls) becomes important as usage scales. Smaller teams may find initial setup time higher than simpler lead list tools.
Plan & Pricing
| Plan | Price | Key features & notes |
|---|---|---|
| Free | $0 /mo (billed yearly) | 1,200 credits/year (100 credits/month); Unlimited users; Up to 100/search; Exporting; AI / Claygent; Rollover credits. |
| Starter | $134 /mo (billed yearly) | 24,000 credits/year (2,000 credits/month); Unlimited users; Up to 2,000/search; Exporting; AI / Claygent; Rollover credits; Use your own API key. |
| Explorer | $314 /mo (billed yearly) | 120,000 credits/year (10,000 credits/month); Unlimited users; Up to 10,000/search; Exporting; AI / Claygent; Rollover credits; Use your own API key; Integrate with any HTTP API; Webhooks; Email sequencing integrations. |
| Pro | $720 /mo (billed yearly) | 600,000 credits/year (50,000 credits/month) — page also shows larger credit bundles (840K/1.2M/1.8M per year) for higher capacity; Unlimited users; Up to 25,000/search; Exporting; AI / Claygent; Rollover credits; Use your own API key; Integrate with any HTTP API; Webhooks; Email sequencing integrations; CRM integrations. |
| Enterprise | Custom credits (request a quote) | Best for large teams: All Pro features plus Unlimited rows (API), Custom automation templates, Sources sync hourly, 40 action columns per table, AI prompting support, Snowflake integration, Dedicated Slack support, Credit reporting analytics, Private Clay recipes. |
Seller details
Clay Labs, Inc.
New York, NY, USA
2017
Private
https://www.clay.com
https://x.com/clayhq
https://www.linkedin.com/company/clayhq/
