Clay alternatives, grouped by the job you need done
Short answer: Clay does three jobs, and each has its own alternatives. For contact and company data, pick a data provider such as Apollo, FullEnrich or ZoomInfo. For building automated workflows, pick a builder such as n8n, Zapier or Gumloop. For running outreach, pick an outbound agent such as Unify, 11x or Artisan. If what you really want is the work after the data, Coco (our product) does it alongside Clay, not instead of it.
Clay describes itself as "Infrastructure to get any data, run agentic workflows, and launch GTM plays" (clay.com (opens in a new tab)), and says it is trusted by more than 500,000 GTM teams. That breadth is why "Clay alternative" means different things to different buyers. Some want cheaper contact data. Some want workflows without building tables. Some want the outreach done for them. This page groups the alternatives by that job, so you compare like with like.
Facts checked 2026-11-12 against each vendor's own site: Clay (opens in a new tab), Apollo (opens in a new tab), FullEnrich (opens in a new tab), ZoomInfo (opens in a new tab), n8n (opens in a new tab), Zapier (opens in a new tab), Gumloop (opens in a new tab), Unify (opens in a new tab), 11x (opens in a new tab) and Artisan (opens in a new tab). Vendors change pricing and features often; check their site for current figures.
We make Coco, and Clay is one of Coco's integrations, so read this as the view of a company that works with Clay, not a neutral one. The groups below are not ranked, and Coco gets its own section after them. Our one-to-one page is Coco vs Clay.
What Clay is, from its own pages
- Data: multi-provider waterfalls, a marketplace to buy data from 200+ data and AI vendors, and Claygent, which its pricing page (opens in a new tab) calls "Clay's AI agent with access to web research".
- Workflows: tables and plays you build, which Clay says you can do by "clicks, code, or chat" (clay.com (opens in a new tab)).
- Outreach: the Clay Sequencer (opens in a new tab) for email. When someone replies, Clay drafts the follow-up and posts it in Slack for reps to approve or edit before sending.
- How it is priced: Actions plus Data Credits. The pricing page (opens in a new tab) lists a Free plan with 500 Actions and 100 Data Credits a month and up to 200 rows per table. Launch shows $167 a month on the plan card with annual billing (save 10%), and its FAQ puts Launch from $185 a month and Growth from $495 a month, with CRM auto-sync on Growth.
When to keep Clay. If data coverage is your bottleneck and you have someone who likes to build (Clay's own homepage says "GTM engineers build on Clay"), Clay is hard to replace with any single tool. Most of the alternatives below do one of its jobs, not all three.
Three questions that decide it
- Which of Clay's jobs do you actually use? If it is enrichment only, you may be paying for a workflow platform you don't need. If it is the plays, a data provider alone won't replace it.
- Who builds and maintains it? Clay, n8n, Zapier and Gumloop reward someone who designs the flow. Data providers and outbound agents ask for less setup, and you shape less of how they work.
- What happens before something reaches a prospect? Check whether drafts wait for a person, and whether that is the default or a setting you have to turn on.
The alternatives, by job
Each group replaces one of Clay's jobs. Within a group, vendors are listed alphabetically.
1. Contact and company data (for example, Apollo, FullEnrich or ZoomInfo)
Replace Clay's enrichment with a provider that owns or aggregates the data. Apollo (opens in a new tab) lists access to 240M contacts and 30M companies, plus sequencing and agents that "research, build lists, write outreach, follow up, and book meetings, prompting you at all the key moments". Its pricing page (opens in a new tab) names Free, Basic, Professional and Custom plans without showing prices, and says unused credits do not roll over. FullEnrich (opens in a new tab) runs waterfall enrichment across 25+ providers for work emails and mobile numbers; its pricing page (opens in a new tab) offers a free trial with 50 credits and no card, charges credits only when it finds the data, and rolls credits over for 3 months on monthly plans. ZoomInfo (opens in a new tab) sells B2B data and enrichment as "custom packages based on your B2B data use cases and needs", per its pricing page (opens in a new tab), with no public prices. Pick this group if you mostly used Clay to fill in emails, phones and firmographics.
2. Workflow builders (for example, Gumloop, n8n or Zapier)
Replace Clay's tables and plays with a general workflow or agent builder, and bring your own data provider. Gumloop (opens in a new tab) is "the multiplayer AI agent builder"; its pricing (opens in a new tab) starts at $37 a month for 20k credits, with an 8% orchestration fee and unlimited seats. n8n (opens in a new tab) is "the platform for agents and workflows you can follow", with human-in-the-loop approvals as a step you add; its pricing (opens in a new tab) is per workflow execution (Starter from €20 a month billed annually), and a self-hosted Community Edition is on GitHub. Zapier Agents (opens in a new tab) work across 9,000+ apps; Agents Pro is $33.33 a month billed annually for 1,500 activities, per Zapier's pricing (opens in a new tab). Pick this group if you liked building in Clay but your workflows reach well beyond GTM data. You give up Clay's built-in data marketplace.
3. Outbound agents (for example, 11x, Artisan or Unify)
Replace the outreach Clay feeds with an agent that sends it. 11x (opens in a new tab) provides "AI sales agents for inbound, outbound and expansion"; its Outbound pricing page (opens in a new tab) starts at $36,000 a year, billed annually. Artisan (opens in a new tab) sells Ava, an AI BDR that "finds leads, enriches them, sends personalized messages, and books meetings on behalf of your reps"; its approval mode can hold every reply for your click, though its pricing page (opens in a new tab) says Ava is "autonomous by default, adjustable by design" and scopes plans with sales. Unify (opens in a new tab) offers "outbound agents for every rep" with phone and email enrichment built in; its pricing page (opens in a new tab) lists Base at $20 per seat a month and Pro at $60 per seat a month, with HubSpot and Salesforce sync read-only below its custom Business plan. Pick this group if pipeline volume is the job and you would rather not run the list-building yourself. Our AI SDR alternatives and Coco vs Unify pages go deeper.
Where Coco fits (our product, not ranked)
Coco is not a data provider, and it does not replace Clay's tables. It is an approval-first AI co-worker for GTM that does the work after the data: research briefs, outreach drafts in your Gmail Drafts, meeting prep and CRM updates. Coco integrates with Clay: it reads the Clay tables you connect and can route a missing field through Clay, showing the Clay-side cost before anything runs.
- Approval-first by design. Customer-facing actions (sends, CRM writes, Slack posts) sit behind a hard approval floor that cannot be bypassed. Once a workflow has proven itself, you can let its other steps run on their own inside the bounds you grant.
- Ready-made GTM workflows. About twelve, run from a chat, so a team without a GTM engineer doesn't have to build the plays first.
- Priced by the work. Free with your own API keys once your beta application is approved, or the Founder plan at $40 a month with 5,000 credits. See pricing.
Consider Coco if your Clay tables are full but the work stops there, or you are a small team that needs light enrichment inside research and outreach, not a data platform. Keep Clay if data coverage is the job; many teams run both. Coco is in private beta and pre-launch, so there are no customer case studies to cite.
At a glance
| Group | Replaces this part of Clay | You build it? | Before anything reaches a prospect, per the vendor | Pricing, per the vendor's site |
|---|---|---|---|---|
| Clay | All three: data, workflows, outreach | Yes (tables and plays) | Sequencer: reply follow-ups wait in Slack for approval | Actions plus Data Credits; Free plan, then Launch $167/mo billed annually (from $185/mo per its FAQ) |
| 1. Contact and company data (Apollo, FullEnrich, ZoomInfo) | Enrichment | No | Apollo's agents prompt you at key moments. FullEnrich: enrichment only. ZoomInfo: not described on the pricing page | Apollo and ZoomInfo: not shown. FullEnrich: 50 free trial credits, pay only for data found |
| 2. Workflow builders (Gumloop, n8n, Zapier) | Tables and plays | Yes | n8n: an approval step you add. Others: depends on what you build | Gumloop from $37/mo plus 8% fee. n8n from €20/mo billed annually. Zapier Agents Pro $33.33/mo billed annually |
| 3. Outbound agents (11x, Artisan, Unify) | Outreach and list building | No | Artisan: optional, autonomous by default. 11x and Unify: not described on the pages checked | 11x from $36,000/yr. Artisan: scoped with sales. Unify from $20/seat/mo |
| Coco (ours, not ranked) | None: works beside Clay | No (you can edit its playbooks) | Every customer-facing action waits for approval | Free with your own API keys, or Founder $40/mo |
The short version
Name the job before you pick the tool. If Clay is too much platform for what you use, a data provider or an outbound agent may do your one job for less. If you like building, a workflow builder reaches more apps but comes without Clay's data marketplace. And if your data is fine but the follow-through isn't, keep Clay and add a co-worker beside it. That is the bet Coco makes.