Clay vs Apollo.io
In short, Apollo.io leads on sales and outbound (8.1 to 7.2). Here's who should pick which.
Published · Updated . Facts checked November 12, 2026. Some links on this page are affiliate links; see our disclosure.
Which is better, Clay or Apollo.io?
It depends on your size and the job. By size, Apollo.io fits small businesses and mid-size companies better; Clay fits enterprises better. By job, Apollo.io leads on sales and outbound. Choose Clay if you have someone running outbound and you want the best lead research and enrichment available. Choose Apollo.io if you want a contact database, email sequences and AI research for a few sellers at a modest price.
Choose Clay if you have someone running outbound and you want the best lead research and enrichment available.
Visit ClayChoose Apollo.io if you want a contact database, email sequences and AI research for a few sellers at a modest price.
Visit Apollo.ioFit by business size
| Measure | Clay | Apollo.io |
|---|---|---|
| Small business (1 to 50 people) | Not built for it | 7.6 |
| Mid-size company (50 to 1,000 people) | 7.0 | 7.4 |
| Enterprise (1,000+ people) | 7.3 | Not built for it |
Scores by job
| Measure | Clay | Apollo.io |
|---|---|---|
| Sales and outbound | 7.2 | 8.1 |
Base scores
| Measure | Clay | Apollo.io |
|---|---|---|
| Does the work | 5.5 | 6.5 |
| Reach | 8.0 | 8.0 |
| Setup | 5.0 | 7.5 |
| Control | 7.0 | 7.0 |
| Value | 6.5 | 8.5 |
| Trust | 8.0 | 8.0 |
| Enterprise readiness | 8.0 | 7.5 |
Which jobs each takes on
| Job | Clay | Apollo.io |
|---|---|---|
| Answers customers | ||
| Finds and follows up with leads | ||
| Writes and posts marketing | ||
| Handles email and calendar | ||
| Takes and makes phone calls | ||
| Back office: reports, docs, data | ||
| Runs on a schedule or trigger | ||
| Asks before risky actions | ||
| Connects to hundreds of apps | ||
| API or MCP access |
Price and fine print
Prices and terms as of November 2026, from each company's own site.
| Detail | Clay | Apollo.io |
|---|---|---|
| Type | Sales agent | Sales agent |
| Starting price | From $167/mo | From $49/mo per seat |
| Free plan | Yes: 500 actions and 100 data credits a month | Yes, for light use |
| Extra charges | Token-heavy AI models are billed by usage | Credits pooled across the team and expire each cycle |
| Refunds | Not stated | Not stated |
| Best for | Growth and sales teams that want the best lead research and enrichment. | Small and mid-size sales teams that want data, outreach and AI in one affordable tool. |
Clay
- Best-in-class lead research
- Dozens of data providers in one place
- Free tier with unlimited seats
- Large community of templates
- A power tool with a learning curve
- Costs climb with actions and data credits
- Doesn't send outreach on its own
- Pricing page lists conflicting starting prices
Apollo.io
- Large B2B contact database
- Sequences, dialer and AI in one tool
- Free plan and low seat prices
- Widely used, lots of integrations
- AI assists rather than runs outreach alone
- Credits expire
- Monthly billing costs more
- Data quality varies by market
Clay vs Apollo.io: questions
Is Clay better than Apollo.io?
It depends on the job. In short, Apollo.io leads on sales and outbound (8.1 to 7.2). Choose Clay if you have someone running outbound and you want the best lead research and enrichment available. Choose Apollo.io if you want a contact database, email sequences and AI research for a few sellers at a modest price.
Which is built for my company's size?
Clay is built for: mid-size company, enterprise. Apollo.io is built for: small business, mid-size company.
Which costs less, Clay or Apollo.io?
Clay: from $167/mo, as of November 2026. Apollo.io: from $49/mo per seat, as of November 2026. Check extra charges too: Clay, token-heavy AI models are billed by usage; Apollo.io, credits pooled across the team and expire each cycle.