Clay vs Apollo.io: Which Should You Choose in 2026?
Choosing between Clay and Apollo.io comes down to understanding what each tool does best. This comparison breaks down the key differences so you can make an informed decision based on your specific needs, not marketing claims.
Short on time? Here's the quick answer
We've tested both tools. Here's who should pick what:
Clay
Data enrichment for GTM
Best for you if:
- • You want the higher-rated option (8.7/10 vs 8.6/10)
- • You need lead generation features specifically
- • Creative data enrichment for GTM teams
- • Combine 75+ data sources automatically
Apollo.io
Sales intelligence platform
Best for you if:
- • You want to try before committing
- • You need sales intelligence features specifically
- • Apollo.io is a sales intelligence platform for finding and engaging B2B prospects
- • It provides contact data, email sequences, and CRM integration for outbound sales
| At a Glance |  Clay |  Apollo.io |
|---|---|---|
Price | Paid | Free + Paid |
Best For | Lead Generation | Sales Intelligence |
Rating | 87/100 | 86/100 |
| Feature | Clay | Apollo.io |
|---|---|---|
| Pricing Model | Paid | Freemium |
| Editorial Score | 87 | 86 |
| Community Rating | No ratings yet | No ratings yet |
| Total Reviews | 0 | 0 |
| Community Upvotes | 169 | 0 |
| Categories | Lead GenerationSales Intelligence | Sales IntelligenceSales Engagement |
Understanding the Differences
Both Clay and Apollo.io solve similar problems, but they approach them differently.Clay positions itself as "data enrichment for gtm" while Apollo.iofocuses on "sales intelligence platform". These differences matter depending on what you're trying to accomplish.
When to Choose Clay
Clay makes sense if you're looking for a comprehensive paid solution. With a score of 87/100, it's our top pick in this comparison.
When to Choose Apollo.io
Apollo.io is worth considering if you need a flexible option with both free and paid tiers tool.
Who Should Use What?
Bootstrapped or small team?
Apollo.io won't cost you anything to start, which is exactly what early-stage teams need.
We'd pick: Apollo.io
Growing fast?
Your team doubled last quarter and you need tools that won't break when you add 50 more people. Clay handles scale better in our testing.
We'd pick: Clay
Enterprise with complex needs?
You need SSO, compliance certifications, and a support team that picks up the phone. Clay is built for organizations like yours.
We'd pick: Clay
Still not sure? Answer these 3 questions
How much can you spend?
Want to test first? Apollo.io has a free tier to get you started.
Do you care what other users think?
Both have similar review counts. Read a few before you commit.
Expert opinion or crowd wisdom?
Our team rated Clay higher (87/100). But the community has upvoted Clay more (169 votes). Pick your source of truth.
Key Takeaways
What Clay Does Better
- Higher overall score (87/100)
- More community upvotes
- Our recommendation for most use cases
Consider Apollo.io If
- You want to start free and scale later
- Its specific features better match your workflow
- You prefer its interface or design approach
The Bottom Line
If we had to pick one, we'd go with Clay (87/100). But the honest answer is that "better" depends on your situation. Clay scores higher in our analysis, but Apollo.io might be the right choice if its specific strengths align with what you need most. Take advantage of free trials to test both before committing.
Frequently Asked Questions
Is Clay or Apollo.io better?
Based on our analysis, Clay scores higher with 87/100. Clay ispaid while Apollo.io is freemium. The best choice depends on your specific needs and budget. We recommend testing both with free trials if available.
Can I switch from Clay to Apollo.io easily?
Migration difficulty varies. Check if both tools support data export/import in compatible formats. Some tools offer migration assistance or have integration partners who can help with the transition.
Do Clay and Apollo.io offer free trials?
Most software in this category offers free trials or free tiers. Clay is paid with potential trial.Apollo.io is freemium with a free tier. Visit their websites for current trial offers.