Clay

Overview

Clay is a go-to-market data platform founded in 2017 by Kareem Amin and Nicolae Rusan, headquartered in New York. The company raised $100M in a Series C led by CapitalG (Alphabet’s growth fund) at a $3.1B valuation, and reported approximately $100M ARR heading into 2025.

The platform’s core value proposition is consolidating over 150 third-party data providers — including LinkedIn, Apollo, Clearbit, and ZoomInfo equivalents — into a single spreadsheet-like interface, then layering AI agents on top to automate the research and writing tasks that would otherwise be done manually. Its waterfall enrichment logic queries providers sequentially until a data point is found, reducing blank fields without forcing users to manage multiple vendor contracts.

In March 2026, Clay overhauled its pricing by replacing three self-serve tiers with two (Launch and Growth; Clay now lists them at $167/mo and $446/mo, or $150 and $400 billed annually), cutting marketplace data costs by 50–90%, and introducing a dual-currency system that separates Data Credits (for buying enrichment data) from Actions (for platform orchestration). The free tier remains available with 100 Data Credits and 500 Actions per month.

Clay is not a simple point-and-click tool. Its flexibility comes with meaningful complexity, and new users routinely spend weeks learning the credit system, table logic, and Claygent configuration before running production workflows.

Key Benefits

• Breadth of data coverage: Accessing 150+ providers via waterfall enrichment dramatically improves email and phone find rates compared to single-source tools.
• Claygent AI agent: An embedded AI research assistant that can summarize LinkedIn profiles, write personalized opening lines, and execute multi-step research workflows without leaving the platform.
• Unified workflow: Enrichment, AI research, and outreach sequencing happen in one table, reducing the need to stitch together multiple tools.
• Scalable signal tracking: Job-change alerts and web intent signals surface prospects at high-intent moments automatically.

Use Cases

1. Outbound SDR campaigns — Build a lead list, enrich it across 150+ data sources, generate AI-personalized first lines, and push directly to an email sequence without leaving Clay.
2. Account-based marketing — Identify target accounts using firmographic filters, track web intent and job changes, then push matched audiences to LinkedIn or Google Ads.
3. CRM enrichment — Automatically keep Salesforce or HubSpot records current by routing contacts through waterfall enrichment on a schedule (Growth plan required).
4. Competitive and prospect research — Use Claygent to summarize company news, recent funding, and technology stacks across hundreds of accounts in a single workflow run.