Clay

Clay is a data enrichment and go-to-market workflow platform that has become a core tool for modern outbound teams and agencies. It looks like a spreadsheet, but each column can pull data from one of more than 100 providers, run AI research on a company or person, or trigger an action in another tool.

Its best known technique is waterfall enrichment: Clay queries several data providers in turn until it finds a verified email or phone number, which usually finds far more contacts than any single database. Its AI research agent can visit websites and summarise what a company does, spot buying signals or write a personalized first line, so lists arrive ready for outreach. Tables can then be sent to sequencers, CRMs and other tools automatically.

Clay rewards people who invest time in learning it, and a large ecosystem of Clay experts and agencies builds workflows for clients. It is less suited to someone who just wants to download a quick list.

Since March 2026, Clay charges in two units: data credits for enrichment and actions for running workflows. The free plan includes 100 data credits and 500 actions a month. Launch costs $185 a month, or $167 billed yearly, and Growth costs $495, or $446 billed yearly.