A
AClay vs Make
Pricing, features, platforms and who each one suits — side by side.
C
Choose Clay if…
- you're in its core audience: gtm engineers, sales operations teams
M
Choose Make if…
- you want the lower entry price ($9/mo vs $54/mo)
- you're in its core audience: operations teams, marketers
Side by side
Feature Clay Make
Pricing modelFreemiumFreemium
Starting price$54/mo$9/mo
Free plan
Free trial
API
Open source
Data retentionKept as long as necessary for purposes; no longer than user has an accountLog data stored 30 days by default; longer on Enterprise
Security and compliance—GDPR, SOC 2 Type II, SOC 3, ISO 27001
Updates, last 90 days8—
Waterfall enrichment—
Intent & job-change signals—
Built-in sequences—
MCP server
PlatformsWeb, APIWeb, API
CategoryLead GenerationWorkflow Automation
CompanyClay Labs IncCelonis, Inc.
Based inUnited StatesUnited States
Founded20172015
Part of——
Key features
C Clay
- Data marketplace with 200+ data and AI providers
- Waterfall enrichment across multiple data providers
- Claygent AI agent for web research
- Job change, promotion and intent signal tracking
- Visual canvas for building GTM workflows
- Native email sequencer
- Ad audience sync to LinkedIn, Meta and Google
- API, CLI and coding-agent plugin
M Make
- Visual drag-and-drop workflow builder
- 3,500+ app integrations plus custom apps
- Build automations by prompting with Maia
- MCP server for Claude, ChatGPT and Gemini
- AI agents with visible reasoning
- Custom JavaScript or Python code execution
- Make Grid observability across workflows
- 300+ Make API endpoints
Plans and prices
From each vendor's site. Prices change — confirm before buying.
Clay
FreeFree
LaunchFrom $54/mo billed annually ($60/mo monthly)
Make
Free$0/mo
Core$9/mo (annual billing, 10,000 credits)
Pro$16/mo (annual billing, 10,000 credits)
Teams$29/mo (annual billing, 10,000 credits)
EnterpriseCustom
Strengths and limitations
Clay
- Free plan with 500 actions/mo and unlimited seats
- One contract for data from 200+ providers
- 14-day trial with no credit card required
- API and CLI for building programmatically
- Free plan limited to 200 rows per table
- Usage-based actions and data credits make costs vary
- No mobile apps listed
Make
- Free plan with no time limit and no card required
- 3,500+ integrations plus custom apps for any API
- Paid plans start at $9/mo with annual billing
- GDPR compliant, SOC 2 Type II and SOC 3 certified
- Free plan limited to 2 active scenarios and 15-minute run intervals
- Code app and Make API not available on the Free plan
- Custom functions and on-prem agent are Enterprise-only
- AI Agents and AI Web Search are still in beta
More comparisons
Other options to consider
AA
Freemium
B
BB
Free, from $10/mo
B
Scrape, enrich and qualify sales leads with AI for go-to-market teams
Lead GenerationFree plan
C
CC
From $24/mo
C
GTM AI platform with workflows, agents and chat for sales and marketing teams
Sales Assistants & CRMAPI
O
OO
Contact
O
AI agents for sales teams covering prospecting, deals, coaching and forecasts
Sales Assistants & CRMAPI
A
AA
From $600/mo
A
Sales platform with AI agents, B2B data, sequences and a parallel dialer
Sales Assistants & CRM
1
11
Contact
1
AI sales agents for outbound prospecting, inbound qualification and expansion
Sales Assistants & CRMAPI
Built from each vendor's public website; we haven't tested them hands-on. Editorial policy