Clay at a glance

Starting price: $149/mo (Starter)
Free plan: Yes
Platforms: Web, API

What is Clay?

Clay is a go-to-market data platform that works like a programmable spreadsheet: each column can call a different data provider, so you run waterfall enrichment across many sources and only pay for the one that returns a match. Claygent, its AI research agent, handles questions no database answers, like reading a company's careers page. Teams use it to build precise prospect lists, enrich CRM records and trigger outbound off signals.

Clay rebuilt its pricing on 11 March 2026, retiring the Starter, Explorer and Pro tiers most published guides still describe. The current shape is Free, Launch and Growth, with usage split into two currencies: Data Credits for enrichment and Actions for platform operations. Marketplace data costs fell substantially in that update. All plans include unlimited seats, so cost tracks usage rather than headcount, and two teams on one plan can spend very differently.

Key Features

150+ Data Provider IntegrationsClaygent AI Research AgentsWaterfall Data EnrichmentAI Personalized MessagingJob Change Signal TrackingBuying Intent DataLinkedIn Data EnrichmentCRM Auto-SyncProspect List BuilderCompany and Contact ScoringAI Email Copy GeneratorWorkflow Automation BuilderTechnographic EnrichmentChrome Extension for Web ScrapingAudience Sync to LinkedIn and Meta AdsMCP Integration for AI WorkflowsUnlimited Custom Clay Tables

How to Use Clay

1Create a free Clay account and connect your data sources

2Import a prospect list or build one from scratch using Clay's search

3Apply waterfall enrichment to fill in missing emails, phones, and firmographics

4Use Claygents to research each prospect with a custom AI prompt

5Launch personalized outreach directly or push enriched data to your sequencer

Who is Clay for?

✅ Best For

Outbound-heavy sales teams, GTM agencies, and growth engineers who need to build deeply enriched, hyper-personalized prospect lists at scale without managing 10 separate data subscriptions, and who are comfortable with a spreadsheet-like no-code workflow builder.

❌ Not For

Beginners who need a simple CRM or basic email tool, as Clay has a steep learning curve and is best suited for users who are already comfortable with data enrichment concepts and outbound sales workflows.

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Pricing

Is Clay free? Yes, there is a free plan. Paid plans start at $149/mo (Starter).

Free$0

✓100 credits/month
✓basic tables

Starter$149/mo

✓2,000 credits
✓10 data providers

Explorer$349/mo

✓10,000 credits
✓all providers

Pro$800/mo

✓50,000 credits
✓priority support

EnterpriseCustom

✓Unlimited credits
✓dedicated CSM

Prompts to Try

Enrich this list of 300 LinkedIn URLs with verified work emails and company revenue

Research each prospect's recent LinkedIn posts and write a one-line personalized opener referencing their content

Find all companies that recently raised a Series B and have fewer than 100 employees

Use Cases

A GTM agency uses Clay to build a list of 1,000 e-commerce companies that recently hired a VP of Marketing, enrich each contact with verified emails via waterfall logic, and deliver a fully personalized outreach campaign to their client in 48 hours.

An outbound sales lead at a SaaS startup uses Claygents to automatically research each prospect's LinkedIn bio and recent posts, then generates a custom opening line for every cold email that references a specific pain point mentioned by the prospect.

A growth engineer at a B2B marketplace builds a Clay workflow that detects job changes for 500 existing customers, automatically triggers a re-engagement sequence when a champion moves to a new company, and books 14 expansion meetings in one month.

An SDR manager uses Clay's waterfall enrichment to combine data from three providers in sequence, achieving a 94% email coverage rate on a list of 2,000 contacts where any single provider alone would have covered only 60 to 70%.

A demand gen marketer uses Clay to sync a custom audience of high-intent website visitors enriched with firmographic data directly to LinkedIn Ads, reducing cost-per-lead by 40% by showing ads only to decision-makers at ideal customer profile companies.