Category: Sales/CRM
Waterfall enrichment at scale. Know your GDPR position.
Clay is a data enrichment and go-to-market platform built around a spreadsheet interface where each column can call a different data provider, run a prompt or trigger an action. Its signature feature is waterfall enrichment: rather than relying on one source, it tries providers in sequence until it finds a result, which produces materially higher match rates than any single vendor. From there you can score, research with AI, write personalised messaging and push into your sequencer or CRM. Pricing was restructured in March 2026 into separate Data Credit and Action meters with unlimited seats, so you pay for usage rather than headcount. There is a first-party MCP server via its command-line tool.
The most capable tool in its category and waterfall enrichment genuinely works, producing match rates no single provider reaches. Unlimited seats with usage-based billing is the right model for a tool where one person often builds tables everyone benefits from. The MCP server extends it into agent workflows. The reason we would urge care is UK compliance, and it is worth being specific rather than hand-waving. Waterfall enrichment delivers personal data the subject never gave you, so you need a documented legitimate interests assessment; business contact data is still personal data here. Obtaining data indirectly triggers a transparency obligation within a month or at first contact, which almost nobody using Clay actually does and which is the standard gap. And stacking providers makes per-record provenance opaque, which undermines accuracy obligations and makes subject access requests painful. US-hosted with no EU or UK residency. None of that is Clay's fault, but all of it is your responsibility.
Best for: Go-to-market teams doing sophisticated targeting and research who have the time to build the tables properly.
Pricing: Free, then from $185/mo (Freemium)
Rating: 4.5/5