Clay
by Clay
Waterfall data enrichment and AI research agents for go-to-market teams
Clay is a go-to-market data platform where RevOps and sales teams build prospect lists in a spreadsheet-style canvas, enrich each row by querying more than 150 data providers in sequence until one returns a match, and then act on the result through CRM sync, email sequences or ad audiences. It removes the coverage gaps and manual research that single-vendor contact databases leave behind.
Clay is a go-to-market data and workflow platform built around a spreadsheet-style canvas that RevOps, GTM Ops and sales teams use to build prospect lists, enrich them and act on them without writing code. Its defining mechanic is waterfall enrichment: instead of querying one data vendor, Clay calls providers in priority order and falls back to the next when the previous returns no match, which is how customers reach the coverage rates the vendor publicises — Vanta cites over 80% enrichment coverage and Anthropic a tripled enrichment rate. On top of the data layer sit Claygents, AI research agents that take a natural-language prompt and go read company sites, filings and job boards to answer questions no data vendor sells as a structured field. The platform also ships signal tracking (job changes, promotions, web intent), a native email Sequencer, Ads Sync that pushes audiences into LinkedIn, Meta and Google Ads, CRM sync for Salesforce and HubSpot, a data-warehouse connector, an HTTP API, an MCP endpoint for rep-side AI tools and an Agent Plugin CLI. Clay was founded in 2017 by Kareem Amin, with Varun Anand joining as co-founder in 2021, and is headquartered in New York. In August 2025 it raised a $100M Series C led by CapitalG at a $3.1B post-money valuation — six months after a $40M Series B extension at $1.25B — taking total funding to $204M, and told press it expected to reach roughly $100M ARR by the end of 2025, triple the prior year. It reports more than 10,000 customers, including OpenAI, Anthropic, Figma, Canva, Intercom, Rippling and Vanta, and positions itself as the orchestration layer teams reach for when a single contact database is not enough.
A RevOps or GTM engineering team with at least one dedicated operator who can own the workspace — Clay rewards someone who will build and maintain tables, not a rep who wants a list handed over.
Materially higher match rates on contact and company data, because every row is retried across 150+ providers instead of failing on one vendor's miss.
At a Glance
- Category
- Marketing & Sales
- Pricing
- Freemium, Subscription, Usage-based
- Target Market
- RevOps Leaders, CROs, Demand Generation Managers, GTM Engineers, Sales Operations
- Deployment
- Cloud-only
- Founded
- 2017
- Headquarters
- New York, United States
- Customers
- 10,000+
Key Features
- ✓Waterfall enrichment
Queries data providers in priority order and falls back to the next on a miss, lifting match rates far above any single vendor's coverage.
- ✓Claygent AI research agents
Natural-language agents that browse the web per row to answer qualitative research questions that structured databases do not contain.
- ✓Signals and intent
Tracks job changes, promotions, hiring and web intent, so plays fire on a trigger rather than on a static list refresh.
- ✓Sequencer
Native email sequencing inside the platform, so enriched rows can be messaged without exporting to a separate outbound tool.
- ✓Ads Sync and CRM sync
Pushes built audiences into LinkedIn, Meta and Google Ads and keeps Salesforce or HubSpot records enriched on a recurring schedule.
- ✓Data Marketplace
A catalogue of 200+ data and AI vendors billed through Clay credits, removing the need to sign contracts with each provider separately.
- ✓HTTP API, webhooks and MCP endpoint
Lets engineering trigger tables programmatically and exposes Clay data to rep-side AI assistants over the Model Context Protocol.
Capabilities
Use Cases
- •Inbound lead enrichment and routing
Enrich every signup with firmographics and headcount within minutes, score it against ICP criteria, then route qualified accounts to the right rep automatically.
- •CRM backfill and hygiene
Run scheduled enrichment across existing Salesforce or HubSpot records to fill missing fields, correct job titles and flag contacts who have moved companies.
- •Territory and account research at scale
Point Claygents at a list of target accounts to summarise their tech stack, hiring posture and recent announcements before an outbound sequence starts.
- •Job-change and signal plays
Detect when a champion moves to a new employer and trigger a warm outbound sequence to the account they have just joined.
- •Paid audience building
Build a filtered account audience in Clay and sync it to LinkedIn, Meta and Google Ads so paid and outbound target the same list.
Ideal For
Best For
- ✓Building outbound prospect lists from scratch with firmographic, technographic and headcount filters
- ✓Backfilling and de-duplicating stale CRM records in Salesforce or HubSpot on a recurring schedule
- ✓Enriching and scoring inbound signups in minutes so routing rules can fire against real ICP data
- ✓Running natural-language account research at scale that no structured data vendor sells as a field
- ✓Triggering plays off job-change, promotion and web-intent signals
Not Ideal For
- ✗Solo founders and very small teams without a dedicated operator — reviewers repeatedly describe burning hundreds of dollars of credits while learning the interface
- ✗Finance teams that need a predictable flat monthly cost, because spend moves with credit and action consumption rather than seats
- ✗Organisations with an on-premises or in-region data-processing mandate: Clay is cloud-only with no self-hosted option
- ✗Teams looking for a system of record — Clay orchestrates and enriches, it does not replace a CRM
Integrations
Deployment
Market & Ratings
10,000+
Market Analysis
Pros
- ✓Match rates that single-vendor databases cannot reach, because every miss is retried against the next provider
- ✓Unlimited seats on every plan, including the free tier, so cost scales with usage rather than headcount
- ✓Genuinely open-ended research via Claygent, covering questions structured data vendors do not answer
- ✓Strong enterprise reference base — OpenAI, Anthropic, Figma, Canva, Intercom and Rippling are named customers
- ✓Well capitalised and growing: $204M raised, $3.1B valuation as of August 2025
Cons
- ✗Steep learning curve is the single most-cited complaint in G2 reviews (16 mentions), and Clay effectively requires a dedicated operator
- ✗Credit consumption is opaque and easy to overspend — 10 G2 reviewers call pricing expensive or unclear, and enrichment attempts that return no data still burn credits
- ✗Trustpilot reviewers (2.2/5 across only nine reviews) report auto-recharge billing without warning and slow support responses
- ✗Cloud-only with no self-hosted or on-premises option, which rules it out where data-processing location is a hard requirement
- ✗Ratings diverge sharply by user type: teams with an experienced RevOps operator rate it highly, solo operators much less so
Pricing
Free
$0
- ✓500 actions/month
- ✓100 data credits/month
- ✓Unlimited seats and tables
- ✓Up to 200 rows per table
- ✓Claygent, multi-provider waterfalls and Sequencer
Launch
From $167/mo
- ✓15,000 actions/month
- ✓3,000 data credits/month
- ✓Phone number enrichment
- ✓Job change and signal tracking
- ✓Up to 50,000 rows per table
- ✓Scheduled recurring enrichment
Growth
From $446/mo
- ✓40,000 actions/month
- ✓6,000 data credits/month
- ✓Auto-sync and enrich CRM
- ✓Data warehouse integration
- ✓HTTP API and webhooks
- ✓Web intent signals
- ✓Priority support
Enterprise
Contact for pricing
- ✓Custom action and credit volumes
- ✓SSO and RBAC
- ✓Unlimited bulk enrichment and ad audiences
- ✓Dedicated growth strategist and Slack channel
- ✓Custom CSA/DPA
- ✓Annual commitment required
Two meters, not seats: data credits buy third-party provider lookups from about $0.05 each, while actions meter Clay's own orchestration at under $0.01 each; seats are unlimited on every tier. Published plans start at $167/month (Launch) and $446/month (Growth), with a 14-day trial and a permanently free 500-action tier. SSO, RBAC, unlimited bulk enrichment and dedicated support are Enterprise-only and require an annual commitment. Actions reset monthly with no rollover; data credits roll over up to 2x the monthly allowance on paid self-serve plans. Clay overhauled credit costs in March 2026, saying the most-used enrichments now cost 50% fewer credits on average, but reviewers still report unpredictable spend because a lookup that returns no data consumes credits anyway.
Security & Compliance
Sources
This page was written from 7 sources, 5 on domains other than clay.com.
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