Clay

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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.