10 best Clay alternatives I’m using in 2025 (free + paid)

But here you are, looking for a Clay alternative. It may be because some features are missing, the pricing is too high for simple tasks, or something else.

Whatever the case may be, I’m going to show you several alternatives to Clay that deserve the GTM spotlight too.

Some of these tools only help with data enrichment, some of them can do outreach, and some of them have built in AI agents that can do it all.

I’ll go over who each tool is best for, what makes them different compared to Clay, and the pros and cons of each. This way, you’ll walk away from this post knowing exactly what platform to use.

But before I give you my list, let me first explain how you should go about evaluating the tools below.

What to look for in a Clay alternative

When it comes to looking for a Clay alternative, there are a handful of different things you should look out for. Some tools are best for specific use cases in B2B sales, some can handle lots of marketing automation tasks, and some lay somewhere in between.

Knowing who each tool is for, what makes it different compared to Clay, and how it works will give you clarity on deciding which platform is best for you.

Here are some things you should consider when picking a Clay alternative:

• Specific use case: Check if the tool is better suited for specific use cases. Some of the tools on this list are great at data enrichment, some are good at sales forecasting, and some are good at sending outreach emails.
• Security and scalability: Any time you're dealing with other people's data, you need to be careful with security. Make sure the platform you pick is SOC 2 and GDPR-compliant if you're a larger company. And make sure that the feature suite can scale as your team grows.
• Tech stack integration: Make sure the tool you use can integrate with all the existing tools you're already using. Moving your entire CRM is work you don't need to do. Find a tool that can meet you where you're at.
• AI-first approach: Find a tool that integrates with modern LLMs and can leverage AI to create AI agents and automated workflows based on data (not hallucinations).

I could go on and on about some other things like pricing and user interface design and all that. But these are the core things I think you should look out for. You want a tool that is safe, can easily integrate with your existing workflows, and uses AI to give you the best data possible.

Most, if not all the tools on this list do that. I've curated this list based on tools I personally use and tools my friends in tech have told me they use. I listed who each tool is best for, along with pros and cons.

Okay, let's get started.

10 best Clay alternatives and competitors in 2025

Here are the best Clay alternatives:

1. Apollo
2. Gumloop
3. Outreach
4. Saleshandy
5. ZoomInfo
6. Hunter
7. VoilaNorbert
8. Cognism
9. Kaspr
10. Lusha

Alright, let’s go over what each tool does.

1. Apollo

• Best for: B2B sales teams doing outbound prospecting and lead enrichment
• Pricing: Free plan available, then starts at $49/month
• What I like: AI-powered workflow assistant and clean interface that works for multiple GTM roles

Apollo is an AI sales platform that can help sales reps with everything from prospecting to enriching leads, lead scoring for inbound inquiries, and even doing outbound outreach on your behalf.

What's cool about Apollo is that they now have an AI-powered workflow assistant that you can simply chat to during any stage in a lead's buying process.

I would say that Apollo is probably the most comparable platform to Clay in terms of supporting sales teams, and even small startup marketing teams that are focused on outbound. So for example, if you're a B2B SaaS company in the enterprise space that needs to close larger deals, this can be a great platform to use.

Here are some things I like about Apollo:

• Clean user interface with an AI assistant
• Serves multiple roles like sales teams, founders, marketers, and revenue ops
• Simple to understand platform that serves workflows in outbound and inbound data enrichment and deal execution
• Can integrate with other tools in your sales tech stack (just wait for the second tool we're about to go over)

Here are some things that could be improved:

• Some users report that Apollo can't always extract the right information when other tools (on this list) are able to do so
• The workflow rules are a bit difficult to audit when you have a human in the loop
• Built mostly for early stage companies, may not be the best for larger enterprises

Overall, Apollo is a very promising Clay alternative. They've come a long way and their recent integration with AI has really enhanced the platform. It's definitely worth checking out as they do have a free plan as well.

Apollo pricing

Here are Apollo's pricing plans:

• Free: $0/month with 1,200 credits per user per year (granted monthly)
• Basic: $49 per user per month (billed annually) with 30,000 credits per user per year
• Professional: $79 per user per month (billed annually) with 48,000 credits per user per year
• Organization: $119 per user per month (minimum 3 users, billed annually) with 72,000 credits per user per year

You can learn more about what each plan includes on their pricing page.

Apollo reviews

Here's what customers rate Apollo on third-party review sites:

• G2: 4.7 out of 5 star rating (from +9,197 user reviews)
• Capterra: 4.5 out of 5 star rating (from +379 user reviews)

2. Gumloop

• Best for: Building end-to-end GTM workflows with AI and lead enrichment
• Pricing: Free plan available, then starts at $37/month
• What I like: Built-in access to any premium LLM and web scraping without extra API costs

Gumloop is an AI workflow and AI agent builder for any task in marketing, sales, HR, operations, or customer support.

What makes Gumloop different than the other platforms on this list is that it integrates with any lead enrichment tool. It also has built-in access to any premium LLM from ChatGPT, Claude, Gemini, DeepSeek, and any new LLM that comes out.

Gumloop also has a built-in AI web scraping feature, so you can build out full end-to-end automated workflows to handle the same tasks Clay does, all in one interface.

So for example, you can create a workflow that scrapes LinkedIn for prospects, sends that list into Apollo.io to enrich the information, and then use AI to create a personalized draft email for you to review and hit send.

The possibilities with Gumloop are endless as you can use them for marketing tasks as well. You can check out the templates for more ideas for your GTM operations.

Here are some things I like about Gumloop:

• Can leverage any premium LLM without needing extra APIs
• Can build any GTM workflow or AI agent to make decisions on your behalf
• Has an AI assistant named Gummie that can build your workflows for you and improve on them over time
• Has a generous free plan that allows you to create a workflow without needing to pay

Here are some things that could be improved with Gumloop:

• The platform is still new and growing so the user interface can change at times
• The interface feature is awesome but I wish it had more UI customization options

Overall, Gumloop is probably my favorite tool for building any GTM workflow. I'm not an employee at the company, I'm simply a customer that likes to write. And I didn't want to include the tool as the first option to sound biased because Apollo is great. But Apollo can also integrate with Gumloop so you can get the best of both worlds.

Go ahead and check it out for yourself. You can start using it completely for free without even needing to make an account.

Gumloop pricing

Here are Gumloop's pricing plans:

• Free: $0/month with 2,000 credits per month and 1 seat
• Solo: $37/month with 10,000+ credits per month
• Team: $244/month with 60,000+ credits per month and 10 seats
• Enterprise: Custom pricing with advanced security and admin features

You can learn more about what each plan includes on their pricing page.

Gumloop reviews

Here are what real customers of Gumloop say about it:

"Gumloop has been critical in helping all teams at Instacart - including those without technical skills - adopt AI and automate their workflows, which has greatly improved our operational efficiency." — Fidji Simo, CEO @ Instacart

"Gumloop wins time back across an org. It puts the tools into the hands of people who understand a task and lets them completely automate it away." — Bryant Chou, Co-Founder @ Webflow

You can also check out what others say on Gumloop's wall of love.

3. Outreach

• Best for: Enterprise revenue ops teams focused on sales forecasting and pipeline management
• Pricing: Custom pricing for all plans
• What I like: End-to-end sales workflow from prospecting to forecasting with proven enterprise reliability

Outreach is an AI revenue workflow platform that has been around for some time now. They started off doing exactly what their name implies, outreach for email campaigns. But since everything is now "AI-driven," the platform can now help you build revenue ops AI agents to handle many of the tasks that you might already be doing with Clay.

From managing your pipeline in your CRM to building AI automations and even sales forecasting, Outreach is a promising platform if you're in the B2B space and focus purely on sales.

You can build complex workflows with the platform and it's even used by some pretty large enterprise companies like Okta, Siemens, Zoom, and Snowflake. So you know it's tried and tested.

Here are some things I like about Outreach:

• Adding automation features makes total sense for anything related to email outreach, and the platform does it really well
• It's a widely used platform in the sales space so it has a bunch of built-in CRM integrations
• Can handle the outbound sales process all the way from prospecting to forecasting by measuring high-quality intent signals

Here are some things that could be improved with Outreach:

• Some users on G2 report that the data input from LinkedIn lacks some key information like the prospect's location
• The tool can feel a bit clunky and slow if you have a lot of email sequencing and data sources connected to it
• Can have a learning curve if you haven't used any GTM platform before (but so does Clay)

Overall, it's a solid choice if you work in revenue ops and you need a Clay alternative that can do sales forecasting. However, it may not be the best tool to use if you're a small team or founder just getting started, as it can have too many features and lack simplicity.

Outreach pricing

Here are Outreach's pricing plans:

• Engage: Custom pricing for sales engagement capabilities
• Call (Voice package): Custom pricing for outbound calling with integrated dialer
• Meet: Custom pricing for AI-powered conversation intelligence
• Deal: Custom pricing for unified deal management and pipeline visibility
• Forecast: Custom pricing for automated forecasting and scenario planning
• Amplify: Custom pricing for AI revenue agents and workflow automation

You can learn more about what each plan includes on their pricing page.

Outreach reviews

Here's what customers rate Outreach on third-party review sites:

• G2: 4.3 out of 5 star rating (from +3,506 user reviews)
• Capterra: 4.4 out of 5 star rating (from +303 user reviews)

4. Saleshandy

• Best for: Simple cold email outreach with strong deliverability focus
• Pricing: Free trial available, then starts at $25/month
• What I like: Built-in B2B lead finder with 700M+ contacts and email deliverability optimization

Saleshandy is a cold email outreach platform designed to help you book calls with prospects. It's not as advanced as Clay in terms of functionality, but that's exactly why it makes it a great alternative if you're looking for a simple outreach tool.

The platform is used by teams at companies of all sizes ranging from GoDaddy, Integrately, and ContentStudio.

This tells me it's a great platform for not only larger businesses but startups as well. And most notably, the platform is great if you work in sales at a marketing or creative agency and you're trying to find prospective clients.

The platform also pays attention to email deliverability, which is something that many inboxes like Gmail are cracking down on. So this makes it great if you're looking for an email automation tool that won't send you directly to a spam folder.

Here are some things I like about Saleshandy:

• They think a lot about email deliverability and how to make it scalable without being scammy
• Has a built-in B2B lead finder from a database of over 700 million B2B contacts
• Can integrate with Zapier to give it more functionality between other tools in your tech stack

Here are some things that could be improved:

• It's not as feature-rich as some other GTM tools on this list, but if you're looking for simplicity it might not matter
• The UI can feel a bit clunky and outdated
• The LinkedIn integration doesn't feel as seamless compared to other platforms like Gumloop or Apollo

Overall, if you're looking for a simple cold email outreach tool and you don't need a lot of the fancy GTM stuff like enrichment features or multi-channel lead scoring, this can be a solid platform to look into.

Saleshandy pricing

Here are Saleshandy's pricing plans for their cold email outreach feature:

• Outreach Starter: $25/month with unlimited email accounts and 6,000 emails per month
• Outreach Pro: $69/month with unlimited team members and 150,000 emails per month
• Outreach Scale: $139/month with unlimited teams and 240,000 emails per month
• Outreach Scale Plus: $209/month with 100,000 active prospects and 300,000 emails per month

Note that Saleshandy also offers other features like their B2B Lead Finder that have different pricing plans. You can learn more about what each plan includes on their pricing page.

Saleshandy reviews

Here's what customers rate Saleshandy on third-party review sites:

• G2: 4.6 out of 5 star rating (from +747 user reviews)
• Capterra: 4.5 out of 5 star rating (from +126 user reviews)

5. ZoomInfo

• Best for: Enterprise GTM operations with large-scale B2B data enrichment needs
• Pricing: Custom pricing for all plans
• What I like: Massive B2B database with buyer intent signals and seamless CRM integrations

ZoomInfo is one of the OG platforms when it comes to GTM operations. I remember using this tool more than a decade ago when I was an intern at a SaaS startup.

Back then, it was mainly a lead enrichment tool. But today, it leverages AI to not only help you find contacts and enrich them, but it also helps you identify growth segments and gives you personalized communication options for leads based on their purchasing intent.

The platform has matured quite a bit over the years and is now one of the most popular GTM tools on the market. Yes, Clay is quite popular, but ZoomInfo was the first to do it.

Here are some things I like about ZoomInfo:

• Has a large database of high-quality B2B data, like email addresses, phone numbers, and a ton more
• Can help you understand buyer intent and streamline the sales engagement process
• It's a widely used tool so there are integrations for popular platforms like HubSpot, Salesforce, and other tools in the sales tech stack

Here are some things that could be improved with ZoomInfo:

• Sometimes the contact information can be outdated, especially when people switch job roles or companies
• A bit more on the expensive side compared to other tools on this list that can do very similar things at a lower cost

Overall, if you're looking for an orchestration platform that can help you with your revenue operations, this is a tool you definitely need to check out.

ZoomInfo pricing

Here are ZoomInfo's pricing plans:

• Sales: Custom pricing for sales acceleration tools with accurate contact data and buyer intent signals
• Marketing: Custom pricing for lead generation with display advertising and form management
• Talent: Custom pricing for recruiting with advanced candidate search and sourcing intelligence

You can learn more about what each plan includes on their pricing page.

ZoomInfo reviews

Here's what customers rate ZoomInfo on third-party review sites:

• G2: 4.5 out of 5 star rating (from +8,862 user reviews)
• Capterra: 4.1 out of 5 star rating (from +313 user reviews)

6. Hunter

• Best for: Simple email finding and verification for intentional outreach
• Pricing: Free plan available, then starts at $49/month
• What I like: Super accurate email verification with a generous free plan for manual prospecting

Hunter.io is an email finder and verification tool. While it's not a direct alternative to Clay as a whole, it can help with the email finding process.

It's actually the tool that I personally use and have used throughout my entire marketing career to find and verify email addresses of people I want to reach out to. And it’s the tool I've used to build my own marketing agency and sign some of my biggest clients to date.

Here are some things I like about Hunter:

• It's super simple to use and it's quite accurate when it comes to verifying email addresses
• Free plan is super generous
• It's great if you're very intentional about your outreach efforts and are not trying to reach out to thousands of people at once

Here are some things that could be improved with Hunter:

• It won't just do everything for you, you need to be a bit tech-savvy and know how to find prospects manually on LinkedIn
• Pricing plans can feel a bit confusing at times

Overall, Hunter is a great platform if you need to find email addresses of prospects, and it's a tool I recommend everyone use. As an alternative to Hunter, you can use the next tool that we'll go over.

Hunter pricing

Here are Hunter's pricing plans:

• Free: $0/month with 50 credits per month
• Starter: $49/month with 2,000 credits per month
• Growth: $149/month with 10,000 credits per month
• Scale: $299/month with 25,000 credits per month
• Enterprise: Custom pricing with custom credits and account manager

You can learn more about what each plan includes on their pricing page.

Hunter reviews

Here's what customers rate Hunter on third-party review sites:

• G2: 4.4 out of 5 star rating (from +612 user reviews)
• Capterra: 4.6 out of 5 star rating (from +698 user reviews)

7. VoilaNorbert

• Best for: Reliable email verification as a backup to Hunter with outreach sequences
• Pricing: Starts at $49/month
• What I like: Super simple interface with accurate email data and bulk processing included

VoilaNorbert is an email address verifier and finder similar to Hunter.io. For times when Hunter is acting up, I'll use this platform to verify email addresses of prospects I'm trying to reach out to.

The platform is so lowkey and underrated, but it's used by teams at companies like Airbnb, Facebook, Intel, and Snapchat.

Here are some things I like about VoilaNorbert:

• It's really easy to use and the user interface is not complicated at all
• Besides just being an email finder/verifier, it can also help you set up email outreach sequences
• The email data is quite accurate and a great tool to have in your outreach tech stack

Here are some things that could be improved with the platform:

• The lead enrichment features can be a bit more detailed, but it's pretty solid regardless
• Lacks some advanced features that other similar platforms like Hunter have

Overall, VoilaNorbert is an amazing platform for finding email addresses of people you want to reach out to. The contact database is great and I give the platform a 9/10 on the ease of use score. Definitely worth checking out.

VoilaNorbert pricing

Here are VoilaNorbert's pricing plans:

• Valet: $49/month for up to 1,000 leads per month
• Butler: $99/month for up to 5,000 leads per month
• Advisor: $249/month for up to 15,000 leads per month
• Counselor: $499/month for up to 50,000 leads per month

All plans include unlimited team members, bulk and API usage, and 50 bulk workers. You can learn more about what each plan includes on their pricing page.

VoilaNorbert reviews

Here's what customers rate VoilaNorbert on third-party review sites:

• G2: 4.5 out of 5 star rating (from +86 user reviews)
• Capterra: 4.6 out of 5 star rating (from +30 user reviews)

8. Cognism

• Best for: Enterprise-level sales intelligence with GDPR-compliant prospect data
• Pricing: Custom pricing (contact sales for demo)
• What I like: Premium contact data quality with seamless CRM integrations for large teams

Cognism is a premium sales intelligence platform designed to help you find prospect data for key decision makers. Most customers of Cognism are enterprise companies like KPMG, Gartner, American Express, and Notion.

So if you're a small startup, this may not be the best platform to use. However, if you work at a large company and you need a sales intelligence platform that is secure, GDPR-compliant, and scalable, this could be a platform to look into.

Here are some things customers like about Cognism:

• It's easy to use and highly intuitive when uploading CSVs
• Can integrate with most popular CRMs
• Users report that the quality of the contact details are incredible

Here are some things that could be improved with the platform:

• Some users report the user interface is a bit clunky
• Can be pricey if you need advanced integrations with your existing tech stack

Overall, if you are an enterprise company looking for a tool that can help you find clean prospect data, this is a platform to look into.

Cognism pricing

Cognism offers two main pricing tiers:

• Grow: Custom pricing with basic demographic data, limited lists (3), and 250 contacts per list
• Elevate: Custom pricing with advanced signals data (intent, technographic), unlimited lists (10), and 500 contacts per list

Both plans require you to book a demo to get pricing details. You can learn more about what each plan includes on their pricing page.

Cognism reviews

Here's what customers rate Cognism on third-party review sites:

• G2: 4.6 out of 5 star rating (from +1,143 user reviews)
• Capterra: 4.7 out of 5 star rating (from +240 user reviews)

9. Kaspr

• Best for: European companies extracting B2B contact data from LinkedIn
• Pricing: Free plan available, then starts at $65/month
• What I like: GDPR-compliant LinkedIn Chrome extension with bulk enrichment features

Kaspr is a B2B contact data platform built for LinkedIn. For most European-based startups and freelancers looking to find prospects through LinkedIn, this is probably the platform to look into the most.

The platform is built specifically for European companies so it is GDPR-compliant and it can integrate with tons of existing tools like Zapier, Aircall, HubSpot, and more.

The platform also has a Chrome extension that allows you to extract email contacts while you're browsing potential customer profiles on LinkedIn.

Here are some things I like about Kaspr:

• It has a clear focus on extracting data from LinkedIn for European companies
• It's simple to use and has a Chrome extension with thousands of positive reviews
• Has bulk lead enrichment features where you can upload lists and get more data on them in one go

Here are some things that could be improved with Kaspr:

• It's mostly built for European companies (of course, not an issue if you fall in that category)
• While it does have a free plan, the initial starter plan is quite expensive compared to some other tools on this list

Overall, it's a solid platform if you're a European company specifically looking to scrape prospect leads on LinkedIn. If you fall in that category, you should definitely check out this tool.

Kaspr pricing

Here are Kaspr's pricing plans:

• Free: $0/month with 15 B2B email credits, 5 phone credits, and 5 direct email credits per month
• Starter: $65/month per user with unlimited B2B email credits and 100 phone credits per month
• Business: $99/month per user with unlimited B2B email credits, 200 phone credits, and 200 direct email credits per month
• Enterprise: Custom pricing with unlimited credits and advanced compliance features

You can learn more about what each plan includes on their pricing page.

Kaspr reviews

Here's what customers rate Kaspr on third-party review sites:

• G2: 4.4 out of 5 star rating (from +828 user reviews)
• Capterra: 3.3 out of 5 star rating (from +3 user reviews)

10. Lusha

• Best for: Small startups experimenting with AI-first GTM operations
• Pricing: Free plan available, then starts at $29.90/month
• What I like: Affordable AI-first approach with strong C-suite and VP-level data quality

Lusha is an AI sales intelligence platform designed for sales and GTM teams. It's a fast-growing platform that's used by over 1.5 million people (at least according to them).

The platform takes many of the features from the tools we went over so far, but it adds this AI-first approach where it allows your sales teams to use AI to find leads, spot buying signals, and sync everything with your CRM in one platform.

Here are some things I like about Lusha:

• It's quite affordable for what it can do
• Takes an AI-first approach to GTM operations
• Has great data quality when looking for C-suite and VP-level prospects

Here are some things that could be improved with the platform:

• Some customers on G2 complain that the pricing is a bit confusing and is not fully transparent as you scale
• When it comes to finding mid-level employee data, some users report that the information is outdated (a common issue with most of these platforms)

Overall, Lusha seems like a promising platform to check out. I would recommend it to smaller startups looking to experiment with AI GTM tools. But if you're a more established company looking for an accurate platform, it might be worth looking into an alternative.

Lusha pricing

Here are Lusha's pricing plans:

• Free: $0/month with 40 credits per month and 1 seat
• Pro: $29.90/month with 250 credits per month and 3 seats included
• Premium: $69.90/month with 600 credits per month and 5 seats included

All paid plans include credit rollover up to 2x the limit. You can learn more about what each plan includes on their pricing page.

Lusha reviews

Here's what customers rate Lusha on third-party review sites:

• G2: 4.3 out of 5 star rating (from +1,557 user reviews)
• Capterra: 4.0 out of 5 star rating (from +395 user reviews)

Automate your GTM efforts

If you made it this far, you now have a solid list of Clay alternatives to choose from. Whether you need simple email verification, full-scale enterprise data enrichment, or AI-powered workflow automation, there's a tool on this list that can help.

Now that we have tools that make AI and GTM best buds, what used to take entire teams and custom engineering work can now be done by a single person. What you need to focus on is finding a platform that fits your specific needs without overcomplicating things. I know it’s overstated, but simplicity really is key. (Something I need to constantly remind myself.)

If you're looking for a tool that can handle end-to-end GTM workflows with AI and integrate with any of the platforms I mentioned above, I recommend checking out Gumloop. I may sound biased, but I truly believe Gumloop is the best Clay alternative if you plan on scaling other parts of your GTM operations outside of just outbound.

It's what I personally use to automate everything from lead enrichment to doing a full content ideation analysis by scraping Reddit subreddits. And you can start building for free without even needing to create an account. Okay, I’m done.

Go automate something today!