Clay

Go to market with unique data — and the ability to act on it

Sales Intelligence & Data
★★★★★ 4.8
2017 Founded
51-200 Employees
300,000+ Customers
New York, NY, USA Headquarters
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Quick Facts

✓ Free Trial
Website
clay.com →
Starting Price
134
Pricing Model
tiered
Free Trial
14 days
Company Type
startup
Social
LinkedIn Twitter/X

About Clay

Clay is an AI-powered go-to-market (GTM) development platform that helps revenue, sales, and growth teams turn fragmented data and manual research into automated, revenue-generating workflows. The product combines AI agents, enrichment, web scraping, and intent signals into a spreadsheet-like canvas so teams can find accounts and contacts, enrich them from 100+ data providers, score and segment them, and trigger personalized outreach at scale. clay.com

Founded in 2017 by Kareem Amin and later joined by co‑founders including Varun Anand and Nicolae Rusan, Clay has raised approximately $204M in venture funding from investors such as CapitalG, Sequoia Capital, Meritech, First Round, BoxGroup, Boldstart, and Sapphire Ventures. In August 2025, the company announced a $100M Series C round at a $3.1B valuation, underscoring its position as one of the fastest‑growing AI GTM platforms. businesswire.com

Headquartered in New York, Clay serves hundreds of thousands of GTM teams globally, from early‑stage startups to large enterprises. Customers such as OpenAI, Anthropic, Canva, Intercom, Rippling, Vanta, Notion, and Verkada use Clay to power use cases like CRM enrichment and hygiene, TAM sourcing, account and lead scoring, automated inbound routing, and highly targeted outbound sequences. By consolidating 1st‑party CRM data, intent data, and third‑party enrichment in one place, Clay allows a single GTM operator or “GTM engineer” to run sophisticated campaigns that previously required multiple tools and larger teams. clay.com

Clay differentiates itself with a strong focus on composability and AI. Features like Claygent (AI research agents), Sculptor (natural language workflow builder), Signals (job, news, and web triggers), Audiences (dynamic segments), and a native Sequencer for outbound email make it more of a GTM development environment than a traditional point solution. The company backs this with enterprise‑grade security, including SOC 2 Type II, GDPR, CCPA, and ISO 27001 compliance, and a large education ecosystem (Clay University, live cohorts, and a 20K+ member Slack community) that supports the emerging GTM engineering role. clay.com

Key Features

Claygent AI research agents - use AI to research companies and people across the web, navigate forms, and extract bespoke data points automatically from public sources.

Sculptor workflow builder - design end-to-end GTM workflows in natural language, then have Clay generate the tables, enrichments, and triggers required to execute them. clay.com

Signals and intent tracking - monitor job changes, funding events, news mentions, website visits, social engagement, and third-party intent data to trigger timely outreach. clay.com

Audiences and dynamic segments - combine CRM data, enrichment, and signals in Clay to build high-intent audiences for outbound, ABM, or customer expansion campaigns. clay.com

Native Sequencer - create, schedule, and send personalized multi-step outbound email sequences directly from Clay using enriched and AI-generated data.

Waterfall enrichment - chain multiple enrichment providers together with conditional logic and fallbacks to maximize match rates while controlling costs.

CRM enrichment & hygiene - two-way sync with CRMs like Salesforce, HubSpot, Pipedrive, and Dynamics to clean, dedupe, and continuously enrich millions of records. clay.com

TAM sourcing & list building - find accounts and contacts from many data sources (job boards, firmographic databases, social data, web search, etc.) using saved searches and templates.

Account & lead scoring - compute custom scores using any combination of firmographic, technographic, intent, and behavioral data to prioritize outreach.

AI message drafting and AI formulas - generate highly personalized email copy, snippets, and data transformations at scale from structured and unstructured inputs.

Chrome extension - capture people and companies from LinkedIn and other websites, scrape lists, and send them into Clay tables and CRM in one click. clay.com

HTTP API and webhooks - treat Clay as an API layer: push and pull data programmatically, integrate custom services, and trigger workflows from external systems. clay.com

Scheduling and recurring workflows - schedule sources and enrichment columns to re-run automatically so data, scores, and signals stay fresh without manual effort. university.clay.com

Template and Claybooks library - start from prebuilt templates and multi-tool "Claybooks" that encode best-practice GTM plays for outbound, enrichment, and scoring.

Enterprise security & governance - SOC 2 Type II, GDPR, CCPA, and ISO 27001 compliance, SSO, headless CRM modes, and admin controls for large deployments. clay.com

Pros & Cons

👍 Pros

  • Highly flexible, spreadsheet-like interface that centralizes enrichment, research, and outbound workflows in one place, often described as a GTM 'Swiss Army knife'. g2.com
  • Deep integration ecosystem with 100+ data providers and popular GTM tools, reducing the need for multiple point solutions. g2.com
  • Significant time savings on list building, enrichment, and email personalization; users report cutting multi-day manual tasks down to hours or less. g2.com
  • Powerful AI features like Claygent and AI message drafting that enable one-click personalized emails and creative research at scale. clay.com
  • Strong learning resources and community, including Clay University, live cohorts, and an active Slack community where users share workflows and get support. university.clay.com

👎 Cons

  • Steep learning curve; many reviewers note that Clay's flexibility and advanced enrichment logic can be intimidating for non-technical users. g2.com
  • Pricing and credit consumption are frequently perceived as expensive or unpredictable, especially for phone data or heavy experimentation. clay.com
  • Lower-tier plans lack some advanced capabilities (HTTP API, webhooks, and CRM integrations), which can push serious teams toward higher-priced tiers. clay.com

User Reviews

G2
4.8
★★★★★
Capterra
unknown
☆☆☆☆☆
TrustRadius
unknown
☆☆☆☆☆

Integrations

Salesforce HubSpot Pipedrive Microsoft Dynamics 365 Gong Apollo.io ZoomInfo Clearbit People Data Labs Crunchbase PitchBook Dealroom Hunter RocketReach Wiza ContactOut Outreach Salesloft Instantly Smartlead Make Slack Airtable Google Sheets TrustRadius Capterra HG Insights MadKudu ZenRows LinkedIn Google Search & Maps Snowflake

Best For

Company Size

smb mid-market enterprise

Industries

SaaS Technology Marketing & Advertising Information Technology & Services Professional Services

Use Cases

Cold Email Outreach Sales Prospecting Account & Lead Scoring CRM Enrichment & Hygiene Intent-based Outbound and ABM Automated Inbound Lead Routing

FAQ

What is Clay?

+

Clay is an AI-native go-to-market (GTM) platform that lets B2B teams find, enrich, and prioritize accounts and contacts from 150+ data sources, then automate highly personalized outbound workflows. It combines AI research agents (Claygent), workflow design (Sculptor), intent signals, a dynamic audience builder, and a native email sequencer in a spreadsheet-like interface that sits between your data providers, CRM, and engagement tools. clay.com

How much does Clay cost?

+

Clay offers a free plan with 1,200 credits per year and unlimited users, plus paid plans that start around $134 per month billed annually for the Starter tier and scale up through Explorer and Pro based on yearly credit allotments. Enterprise plans are custom and add features like unlimited API rows, Snowflake integrations, advanced governance, and dedicated Slack support. Clay also provides a 14-day free trial of higher-tier capabilities with a limited credit bundle. clay.com

What are the main features of Clay?

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Core Clay capabilities include AI agents (Claygent) for web research, the Sculptor workflow builder, Signals for tracking job changes and intent events, dynamic Audiences, a native Sequencer for outbound email, waterfall enrichment across 100+ data providers, CRM enrichment and hygiene, account and lead scoring, a Chrome extension for on-page prospecting, and an open HTTP API with webhooks. These are supported by a large integrations catalog and enterprise security features like SOC 2 Type II and ISO 27001. clay.com

Who are Clay's main competitors?

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Clay's main competitors vary by use case. For data and enrichment, teams often compare it with ZoomInfo, Cognism, and specialist providers that Clay can orchestrate. For combined data and engagement, Apollo.io, Genesy AI, and other AI-first GTM tools are common alternatives. For intent-driven ABM and sales intelligence, platforms like 6sense and similar revenue AI suites frequently appear in evaluations. g2.com

Is Clay good for small businesses?

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Clay can be a strong fit for small B2B companies and agencies that run serious outbound or ABM programs, especially if they have at least one technically inclined operator who can own workflows. The free plan and lower tiers provide accessible entry points, but reviewers note that the platform's learning curve and credit-based pricing are overkill for very small teams that only need a simple list-building or single-provider data tool. In those cases, lighter-weight alternatives may be more cost-effective. g2.com

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