Clay review (2026): features, pros and cons, and what to check before you buy
A prospect data enrichment and workflow platform that combines multiple providers, signals and research actions in tables.
Our take for buyers
Clay is a prospect data enrichment and workflow platform that combines multiple providers, signals and research actions in tables. It suits revenue operations teams that combine data vendors and teams that build custom enrichment workflows with their own API keys. Features include waterfall enrichment, Claygent research, audiences and signals, and Clay Sequencer for activation. Clay also connects to other tools through activation integrations.
It is not a ready-made CRM, and it does not give independent email verification, since verification depends on the provider used. Reviewers value flexible multi-provider enrichment and configurable account targeting, but say workflows take time to learn and that action and data credit budgeting needs attention. G2 shows 4.6 from 234 reviews. Plan for a configuration period before the setup is repeatable.
Pros
- Reviewers value flexible multi-provider enrichment.
- Users highlight configurable research and account targeting.
Cons
- Workflows have a learning curve before they become repeatable.
- Action and data credit budgeting needs attention.
- Best for
- Revenue operations teams combining data vendors.
- Starting price
- $167/month for Launch on the annual billing display; monthly starting price $185/month in FAQ
- G2 rating
- 4.6 (234 reviews)
What is Clay?
A prospect data enrichment and workflow platform that combines multiple providers, signals and research actions in tables. Clay is an enrichment and workflow platform that combines several data providers, signals and research actions in tables. It stands out for custom waterfall enrichment and the Clay Sequencer, and it expects some configuration before workflows become repeatable.
Category: Lead Generation Software
Clay key features
| Criterion | What we found |
|---|---|
| Lead source and acquisition | Audiences and signals for company and contact sourcing. |
| Contact verification | Waterfall provider results; independent verification depends on provider. |
| Capture and enrichment | Multi-provider waterfall enrichment and Claygent research. |
| Outreach workflow | Clay Sequencer and activation integrations. |
| CRM handoff | CRM auto-sync and enrichment on Growth according to FAQ. |
| Data governance | SOC 2 Type II and ISO 27001 listed on enterprise page. |
| Pricing model | Actions and data credits; plan allowances scale separately. |
| Target company size | GTM operations teams and technical prospecting teams. |
Clay plans and pricing
| Plan | Price | Unit | Notes |
|---|---|---|---|
| Free | $0/month | account per month | 500 actions and 100 data credits monthly |
| Launch | $167/month on annual display | account per month | 15,000 actions monthly and data credit allocation |
| Growth | $495/month starting price in vendor FAQ | account per month | CRM auto-sync and webhook automation |
Who should shortlist Clay
A strong fit for
- Revenue operations teams combining data vendors.
- Teams building custom enrichment workflows with their own API keys.
A weak fit for
- Sales teams wanting a ready-made CRM.
- Buyers seeking predictable per-contact costs without configuration.
Clay alternatives
Apollo.ioSmall and growing sales teams buying data and engagement together.
UpLeadBuyers wanting transparent contact-credit pricing and a self-serve pilot.
HunterSmall B2B teams prospecting known company domains.
Snov.ioOutbound teams that need finding and sending in one account.
CognismTeams with European prospecting and mobile verification requirements.
HubSpot Marketing HubTeams already on HubSpot CRM that want marketing, forms and reporting in one system.
Security, admin and compliance
Clay lists SOC 2 Type II and ISO 27001 on its enterprise page and offers a trust center. SSO, SCIM, audit logs, data residency and a DPA are not published, so request each in writing. Ask who is responsible for data from third-party providers and API keys you bring. Billing is monthly or annual, and renewal terms are not published. Priority support is listed for Growth.
- Certifications
- SOC 2 Type II, ISO 27001.
Contract and buying terms
- Contract
- Monthly and annual billing; annual display saves 10%.
- Implementation
- Self-service trial and enterprise onboarding options.
- Support
- Priority support listed for Growth.
- Starting price
- $167/month for Launch on the annual billing display; monthly starting price $185/month in FAQ.
- Pricing model
- Actions and data credits.
- Free plan or trial
- Free plan, Free trial.
What to test in a Clay demo or trial
Build one real workflow from your own target list, not a vendor template, and time how long it takes to become repeatable. Track actions and data credits spent per enriched record, since both meters are limited. Compare the output of different providers in the waterfall, because verification depends on the provider. If you rely on a CRM, test auto-sync, which the vendor FAQ places on Growth, along with webhook automation. Ask what onboarding is available beyond the self-service trial.
Questions to ask Clay before you sign
These are the points Clay's public pages leave open. Get the answers in writing before procurement signs off.
- Which plan includes SAML SSO, and what does it cost for our seat count?
- Is SCIM provisioning included, or a paid add-on?
- Which plan includes audit logs, and how long are they kept?
- Where is our data stored, and can we choose the region?
- Can we sign your standard DPA without changes?
- What will the price be at renewal, and is the increase capped?
Things to know before a demo
- Free tier includes 500 actions and 100 data credits per month.
- Growth adds CRM auto-sync and webhook automation beyond Launch.
- Clay completed a SOC 2 Type II audit and offers a trust center.
Clay FAQ
What is Clay used for?
Clay is an enrichment and workflow platform that combines several data providers, signals and research actions in tables. It stands out for custom waterfall enrichment and the Clay Sequencer, and it expects some configuration before workflows become repeatable. It suits revenue operations teams combining data vendors.
Is Clay SOC 2 compliant?
Clay has completed a SOC 2 Type II audit and lists ISO 27001 on its enterprise page. It also offers a trust center.
Does Clay support SAML SSO?
SSO is not published. SCIM, audit logs and data residency are also not listed, so ask the vendor which plan includes them.
Who is Clay best for?
Revenue operations teams combining data vendors and teams building custom enrichment workflows. It is not for sales teams wanting a ready-made CRM.
Sources
Every fact on this page comes from Clay's own pricing, product or documentation pages, G2 and company records, checked on October 24, 2026. Unknown values are left out instead of estimated.