Clay
Also known as: Clay.com, Clay Labs, Claygent
Credit based GTM data platform that aggregates 150+ enrichment providers into waterfall workflows, runs AI research with Claygent, and orchestrates enrichment, scoring, and outbound.
Clay is a data enrichment and go to market workflow platform that has become the orchestration layer of many teams' revenue stack. At its core it is a spreadsheet style table builder that aggregates more than one hundred and fifty data providers into one interface and runs them as waterfalls, querying provider after provider until one returns a result, which produces higher match rates than any single source. On that data foundation, teams build automated workflows that find accounts, enrich contacts, score and route leads, monitor signals, and trigger personalized outreach. Founded in 2017 by Kareem Amin, with Varun Anand later joining as co founder, Clay is now used across leading technology companies and AI labs, including Anthropic, OpenAI, Intercom, Canva, and Rippling.
The platform pairs raw enrichment with agentic research. Claygent, its AI research agent, mines the web for custom data points, prospect bios, earnings reports, and recent company changes, and AI columns generate one to one messaging programmatically across thousands of rows. Workflows are trigger driven: Clay continuously monitors accounts for headcount changes, technographics, hiring, and web intent, then fires enrichment and outbound when a signal appears. It connects GTM and AI tools to a common data layer, with CRM auto sync to Salesforce and HubSpot, HTTP API integrations, webhooks, a built in email Sequencer, and pushes to tools like Smartlead and Instantly and to ad audiences.
Clay is best understood as a GTM engineering tool rather than a finished outbound product. It does not send cold email at scale, warm up mailboxes, or manage deliverability; it enriches data and orchestrates the workflow, and teams pair it with a dedicated sender and CRM. Its strength is flexibility and provider breadth, which come with a real learning curve and ongoing credit management. The platform is SOC 2 Type II compliant and at the enterprise tier adds SSO, role based access control, data warehouse syncs with Snowflake, and Clay API access. Customers report tripling enrichment rates and cutting the time to map a total addressable market from months to days.
In a major overhaul on March 11, 2026, Clay split its credits into Data Credits, which buy marketplace data and AI, and Actions, which meter platform work, and cut marketplace data costs by fifty to ninety percent. Self serve plans are Free, Launch at $185 a month with 2,500 Data Credits, and Growth at $495 a month with 6,000 Data Credits, which also unlocks CRM sync, HTTP APIs, and web intent. Enterprise is custom, with a median contract around thirty thousand dollars a year. All plans include unlimited seats, and real total cost usually runs higher once data top ups, a sequencer, and Sales Navigator are added.
Vendor details
Canonical URL
https://www.clay.com
Category
GTM / revenue agent
Subcategory
GTM data enrichment and workflow orchestration
Funding status
Independent and well funded. Founded in 2017 by Kareem Amin (CEO), with Varun Anand later joining as co founder. Widely adopted across leading technology companies and AI labs, with customers including Anthropic, OpenAI, Intercom, Canva, Rippling, and Vanta.
Company status
independent
Use cases & customers
Primary use cases
Target customers
Deployment options
Integrations
Aggregates more than 150 data providers and connects to CRMs (Salesforce, HubSpot, Outreach, Pipedrive), email tools (Smartlead, Instantly, Lemlist), ad platforms, and data warehouses (Snowflake) via CRM auto sync, HTTP API integrations, webhooks, and a Clay API at the enterprise tier.
In practice
You need verified emails and phones for a large account list and no single provider covers it. You build a Clay waterfall that queries providers in sequence until each contact is enriched, then pushes results to your CRM.
You want to reach accounts the moment they show intent. Clay monitors your target accounts for hiring, technographic, and web intent signals, then triggers enrichment and a personalized campaign when a signal fires.
Your reps waste hours on pre call research. You point Claygent at each account to pull bios, recent company news, and earnings, and generate tailored talking points so reps walk in prepared.
Sources & related URLs
Related / legacy domains
Capability coverage
7.0 / 14 capabilities · 50%
| Integrations & Tool CallingAggregates 150+ data providers and connects to CRMs, email tools, ad platforms, and data warehouses via CRM auto sync, HTTP API integrations, and webhooks, positioning itself as a common data layer for the GTM stack, comprehensive integration and tool calling. | Full |
|---|---|
| Workflow OrchestrationCore product. A table based workflow builder with enrichment columns, AI columns, conditional logic, routing, and trigger driven automations, explicitly positioned as the orchestration layer for GTM, a genuine workflow orchestration engine. | Full |
| Knowledge Grounding & RAGClaygent performs web research to ground account qualification, and reps can query enriched account context in natural language, strong research grounding, though grounding is a feature of the enrichment platform rather than a general document RAG product. | Partial |
| Human Oversight & GuardrailsThe platform is human operated by design and includes opt out and do not call compliance handling, a compliance guardrail, though there is no runtime content blocking guardrail engine for autonomous agent output. | Partial |
| Security, Identity & GovernanceSOC 2 Type II compliant with a Trust Center, SSO and role based access control at the enterprise tier, and global opt out and do not call compliance, a strong posture, though granular identity governance is gated to enterprise. | Partial |
| Observability & AuditabilityProvides workflow run visibility, failed action troubleshooting, and detailed usage and credit tracking, a degree of execution observability, though it is workflow and usage monitoring rather than full agent tracing and audit logs. | Partial |
| Memory & State PersistencePersists data in tables and continuously maintains account state, but this is a data store and database layer rather than a distinct agent memory or state persistence layer. | Unable to verify |
| Deployment & Data ResidencyDelivered only as a cloud SaaS platform; data warehouse sync exists but there is no self host, on premises, or in VPC deployment option. | Unable to verify |
| Prebuilt Agents, Templates & PacksShips prebuilt building blocks including the Claygent research agent, the Clay Sequencer, and reusable workflow templates and recipes teams can run, though it is primarily a builder rather than a packaged agent marketplace. | Partial |
| Triggers & Channel CoverageExtensive trigger driven workflows fire on signals like headcount change, technographics, hiring, and web intent, plus webhooks and scheduled refreshes, and push to email tools, ad audiences, and CRMs, comprehensive triggering and channel reach. | Full |
| Model Flexibility & RoutingSupports bringing your own OpenAI or Anthropic API key for AI calls and offers AI models through its marketplace, real model flexibility, though it is model choice rather than an automatic routing gateway. | Partial |
| APIs, SDKs & MCP ExtensibilityOffers a Clay API (at the enterprise tier), HTTP API integrations, and webhook automation for extensibility, though the API is gated to enterprise and no SDK or MCP server is documented. | Partial |
| Testing, Debugging & OptimizationAs a builder, it supports rapid workflow testing and iteration and surfaces failed actions for troubleshooting and debugging, a user facing testing and debugging capability, though it is not a dedicated agent evaluation framework. | Partial |
| Browser & Computer UseClaygent mines the web for data, which is web research and retrieval rather than browser automation or general computer use. | Unable to verify |
Pricing
Free · Launch $185/mo (2,500 Data Credits) · Growth $495/mo (6,000 Data Credits) · Enterprise custom · usage-based (Data Credits + Actions)
Usage based: monthly subscription tier plus two credit pools, Data Credits (marketplace data/AI) and Actions (platform operations). Unlimited seats.
Included quota
Free: 100 Data Credits + 500 Actions/mo, unlimited seats/tables, waterfalls, Claygent, Sequencer, 200 rows/table. Launch $185/mo ($167 annual): 2,500 Data Credits + 15,000 Actions/mo, phone enrichment, signal/job-change tracking, email-tool integrations, 50,000 rows/table. Growth $495/mo ($446 annual): 6,000 Data Credits + 40,000 Actions/mo, CRM auto-sync, HTTP APIs, webhooks, Web Intent, ads audiences, priority support. Enterprise (custom, annual): unlimited Audiences, unlimited bulk enrichment, Clay API, Snowflake/warehouse syncs, SSO, RBAC, dedicated Growth Strategist. Data Credits from $0.05; Actions under $0.01.
What is public
Full plan tiers, credit allocations, per-credit starting rates, and the dual Data Credits/Actions model are public; enterprise pricing is custom (third-party median ~$30,400/yr).
Billing mechanics
Monthly or annual subscription tier plus consumption of Data Credits (marketplace data/AI) and Actions (platform operations). Unlimited seats. Top-ups available; Data Credits roll over up to 2x, Actions do not.
Cost watchouts
Multi-provider waterfalls and mobile phone lookups can consume many credits per contact; top-up packs add ~30%; LinkedIn enrichment effectively requires a Sales Navigator subscription (~$99/user/mo); and a sender, warmup, and CRM are needed separately. Workflow-building time is a real operational cost.
Variable cost rationale
Pricing is usage based on two credit pools, so cost scales with enrichment volume, the providers queried, and workflow complexity. Multi-provider waterfalls and phone lookups consume the most Data Credits, top-ups carry a premium, and real spend for active teams often runs well above the base subscription (commonly $500-$2,000+/month), plus separate Sales Navigator, sequencer, and CRM costs. BYOK and the March 2026 cuts reduce exposure for some workflows.
Additional watchouts
Credit math surprises teams: waterfalls and phone lookups are credit-heavy, top-ups carry ~30% premium, Actions never roll over, and the subscription is typically only 40-60% of true GTM stack cost (Sales Navigator at ~$99/user, a sequencer, and a CRM are separate). There is a real learning curve and the platform needs someone to design and maintain workflows. Clay does not send cold email or manage deliverability.
Overage / add-ons
Data Credits and Actions are metered per plan. Failed lookups are not charged. Top-up credits carry roughly a 30% premium. Data Credits roll over up to 2x the monthly allocation; Actions reset monthly and do not roll over. BYOK (own OpenAI/Anthropic key) skips Data Credits for AI calls.
Sales call required
No — self-serve available
Free / trial
Free plan with 100 Data Credits and 500 Actions/mo, unlimited seats and tables, waterfalls, Claygent, and Sequencer (up to 200 rows/table).
Lowest paid plan
Launch at $185/month ($167/mo billed annually) with 2,500 Data Credits and 15,000 Actions/mo
Commercial notes
Unusually transparent (Clay published its internal pricing memo with the March 2026 change). The update moved CRM sync, HTTP APIs, and Web Intent down from the old $800 Pro tier to the $495 Growth tier, making the platform more accessible to mid-market GTM teams. Positioned as a GTM engineering platform for technically capable teams.
Key ambiguities
Real monthly spend depends heavily on enrichment volume and provider mix, so the base subscription understates total cost; enterprise pricing is bespoke.
Cancellation / refund
Self serve monthly or annual plans; enterprise is an annual commitment. Legacy plan customers were grandfathered with a window to switch.
Support SLA / resale
Standard support on lower tiers, priority support on Growth, and a dedicated Growth Strategist plus enterprise support on Enterprise.
Missing data
Enterprise pricing is custom; exact per-provider credit costs vary and are not fully enumerable in advance.
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