> Enrich.chat gives AI agents verified work emails and mobiles. To use it from an agent, read https://enrich.chat/agents.md . This is the Markdown version of https://enrich.chat/blog/data-enrichment-platforms/

# How to choose a data enrichment platform in 2026: nine compared on integrations, billing, contracts and governance

We read nine vendors' own pricing pages, documentation and terms on October 16, 2026. Here is what to check before you sign, and which platform fits an AI agent, a sales team or a CRM.

By Enrich.chat Editorial. Updated October 16, 2026.

**Short answer:** Choose a data enrichment platform on five checks: how it connects, whether it uses one source or a waterfall, how credits and contracts work, what governance it lists, and who runs it. Of nine compared, [Enrich.chat](https://enrich.chat/pricing/) fits AI agents and apps from $29 a month, Clay fits custom waterfalls, and Apollo, ZoomInfo and Cognism fit sales teams on seats.

## Key takeaways

- Five checks separate platforms: how they connect, one source or a waterfall, credits and contracts, governance, and who runs the work.
- Seats scale cost. [Apollo Basic](https://www.apollo.io/pricing) is $65 a seat a month on monthly billing, so 10 reps cost $650. Clay, FullEnrich and Enrich.chat charge by plan and credit with unlimited seats or users.
- Exit terms differ most. [ZoomInfo's license terms](https://www.zoominfo.com/legal/ltc) say the agreement is not cancellable, [Cognism's terms](https://www.cognism.com/customer-terms/gtc) need 60 days' notice before renewal, and Apollo, Clay, FullEnrich and People Data Labs sell monthly plans.
- Clay, Apollo, ZoomInfo, People Data Labs, Cognism and FullEnrich each state a SOC 2 or ISO 27001 claim on their own pages. Ask for the report behind it.
- [HubSpot](https://knowledge.hubspot.com/records/get-started-with-data-enrichment) and [ZoomInfo](https://www.zoominfo.com/legal/ltc) say data you submit can be used to improve their datasets or products. Ask every vendor the same question.

## The verdict

**Enrich.chat** is the pick for teams that want contact data inside an AI agent or app, with unlimited seats and no annual contract. Choose another platform when you need a table builder, outreach in the same app, or enrichment that stays inside your CRM.

- Best for agents and apps: Enrich.chat (One prompt or MCP server, unlimited seats)
- Best for custom waterfalls: Clay (You set the provider order in a table)
- Best managed waterfall: FullEnrich (25+ sources, unlimited users)
- Best for data plus outreach: Apollo (Database, sequences and CRM sync per seat)
- Best inside your CRM: HubSpot (Included with paid HubSpot plans)

## Data enrichment platforms at a glance

|  | Enrich.chat | Clay | FullEnrich | People Data Labs | Apollo | ZoomInfo | Cognism | HubSpot | D&B Connect |
| --- | --- | --- | --- | --- | --- | --- | --- | --- | --- |
| Lookup model | One request, no provider setup | Waterfall: you set the order | Managed waterfall, 25+ sources | One vendor dataset | Its own data first, then your lineup | One vendor database | One vendor database | Several sources, managed by HubSpot | One vendor graph |
| Billed only for matches | Yes: 0 credits on a miss | Yes: no credits on an empty result | Yes: found and verified only | Yes: charged per match | Partial: some waterfall sources bill misses | Partial: credits are used on export | Partial: credits are used on reveal | Yes: no per-lookup charge | Not stated |
| No seat fees | Yes: unlimited seats | Yes: unlimited seats | Yes: unlimited users | Not stated: credit plans | No: per seat | Partial: none on GTM AI | No: 5 seats included | No: HubSpot seats | Not stated |
| No annual contract required | Yes: billed monthly | Yes: monthly plans | Yes: monthly plans | Yes: monthly Pro | Partial: monthly on Basic and Professional | Partial: GTM AI only | No: renews for a year or more | Depends on your HubSpot plan | Not stated |
| Free tier or trial | Yes: 10 lookups a day, no signup | Yes: 100 Data Credits a month | Yes: 50 trial credits | Partial: 100 credits, contact data hidden | Yes: 75 credits a seat a month | Partial: GTM AI signup credits | No: demo on request | No: paid plans only | Yes: free trial on request |
| CRM sync | No: use the API, MCP or HTTP tools | Yes: from Growth | Partial: HubSpot push | Partial: API first | Yes: from Basic | Yes: with a base cost | Partial: CRM Enrichment add-on | Yes: it is the CRM | Yes: Salesforce module |
| Lookup API | Yes: plain HTTPS GET, OpenAPI spec | Partial: Clay API on Enterprise | Yes: enrichment and search API | Yes: REST API | Yes: API enrichment from Basic | Yes: Enterprise API, GTM AI API | Yes: API access listed | Not stated | Yes: API upload |
| MCP server for AI agents | Yes: remote MCP, no key | Yes: Clay MCP | Yes: MCP server | Not listed | Yes: Apollo MCP | Yes: ZoomInfo MCP | Yes: MCP and API | Partial: CRM records only | Not stated |
| Starting price | Free, then $29 a month | Free; $185 a month | Free trial; $29 a month | Free; $98 a month | Free; $65 a seat a month | Quote; GTM AI top-ups from $20 | Quote | With a paid HubSpot plan | Quote |

## The 9 data enrichment platforms, grouped by how you run them

Grouped by deployment model: API and MCP platforms first (picks 1 to 3), then the workspace, seat apps and CRM-native tools. Enrich.chat is our product, so we list two real gaps next to its strengths. Prices come from each vendor's own pages, checked October 16, 2026.

### Enrich.chat

API and MCP. Contact and company data for AI agents and apps: add the MCP server to ChatGPT, Claude or Cursor, or call a plain HTTPS API, and get a work email and a mobile back, each with a status.

- Best for: Teams that want enrichment inside an AI agent or app, with unlimited seats and no annual contract
- Pricing: Monthly plans from $29 for 100,000 credits: 10 credits per work email, 250 per mobile
- Strength: Credits are spent only on matches: a lookup that finds nothing uses 0 credits
- Strength: Unlimited seats on every plan, billed monthly, cancel anytime
- Strength: Every email has a status and every mobile a line type
- Watch out for: No visual table builder, sequencing or dialer
- Watch out for: No native CRM app, SSO or team permissions; SDKs are planned

### FullEnrich

API and MCP. A managed waterfall across 25+ sources for work emails, personal emails and mobiles, through an app, an API or an MCP server.

- Best for: Teams that want waterfall coverage without building one
- Pricing: Pro from $29 a month for 500 credits; 1 credit per work email, 10 per mobile ([FullEnrich pricing](https://fullenrich.com/pricing), Oct 16, 2026)
- Strength: Credits are used only when verified data is found
- Strength: Unlimited users on every plan
- Strength: Credits roll over for 3 months on monthly plans and 12 on yearly plans
- Watch out for: A mobile costs 10 credits, 10 times a work email
- Watch out for: Enterprise SSO and security are add-ons

### People Data Labs

API and data licenses. Person and company enrichment APIs, plus bulk file delivery, for products built on a people dataset.

- Best for: Products that need person records through an API or a bulk data license
- Pricing: Pro from $98 a month for 350 credits; Enterprise by quote on annual contracts ([PDL pricing](https://www.peopledatalabs.com/pricing/person), Oct 16, 2026)
- Strength: [Charges per match](https://docs.peopledatalabs.com/docs/reference-person-enrichment-api), per its API docs
- Strength: Enterprise lists formal data testing and SSO/SAML
- Strength: Monthly or annual billing on Pro; annual saves 20%
- Watch out for: Contact data needs Pro, about $0.28 a record at the entry tier
- Watch out for: Enterprise is an annual contract by quote

### Clay

Workspace. A spreadsheet-style workspace that runs enrichments from 150+ providers in an order you set, with AI research and exports.

- Best for: GTM engineers who want full control of providers, research and automation
- Pricing: Launch from $185 a month ($167 billed annually); Growth from $495 ($446 annually) ([Clay pricing](https://www.clay.com/pricing), Oct 16, 2026)
- Strength: No Data Credits or Actions used when an enrichment returns nothing
- Strength: Unlimited seats and tables on every plan
- Strength: Bring your own API keys to skip Data Credit costs
- Watch out for: Two meters to watch: Actions reset each cycle, Data Credits roll over up to 2x
- Watch out for: SSO, role-based access and a custom DPA are Enterprise only

### Apollo

Seat app. A sales platform with its own contact database, sequences, a dialer and waterfall enrichment.

- Best for: Sales teams that want data and outreach in one seat
- Pricing: Basic $65 a seat a month, or $49 billed annually, with 2,500 credits a seat a month ([Apollo pricing](https://www.apollo.io/pricing), Oct 16, 2026)
- Strength: Sequences, a dialer and CRM sync in the same seat
- Strength: [People enrichment through the API is charged only when data is found](https://docs.apollo.io/docs/api-pricing)
- Strength: Admins can cap credits per user
- Watch out for: Credits reset each billing cycle and do not roll over
- Watch out for: Annual billing commits you to 12 months, and Organization is annual only

### ZoomInfo

Seat app. An enterprise go-to-market platform with contact, company and intent data, plus GTM AI, a self-serve API sold by the credit.

- Best for: Larger sales and marketing teams that want intent data and a sales-led contract
- Pricing: Sales plans by quote; [Vendr's buyer data](https://www.vendr.com/marketplace/zoominfo) puts the median contract at $33,500 a year. GTM AI credits cost $0.38 each at the $1,000 tier ([GTM AI pricing](https://gtm.ai/pricing), Oct 16, 2026)
- Strength: GTM AI has no contract and no seat fees
- Strength: Streaming Intent is offered as an add-on
- Strength: Lists ISO 27001, 27701, 27017 and 42001 plus a SOC 2 Type II attestation
- Watch out for: License terms say the agreement is not cancellable
- Watch out for: No published price for sales plans, and GTM AI mobile data needs an Enterprise package

### Cognism

Seat app. A sales intelligence platform with email and mobile data, intent topics, and MCP and API access.

- Best for: Teams that want a sales-led platform with Do Not Call screening
- Pricing: By quote; Standard and Pro each include 5 seats ([Cognism pricing](https://www.cognism.com/pricing), Oct 16, 2026)
- Strength: Says it screens its phone numbers against Do Not Call registries in many countries
- Strength: Lists ISO 27001, ISO 27701 and SOC 2 Type II
- Strength: CRM Enrichment uses credits again only when key details change
- Watch out for: No public prices, and plans include 5 seats
- Watch out for: Terms renew for the initial term or a year, whichever is longer, unless you give 60 days' notice

### HubSpot data enrichment

CRM-native. HubSpot's built-in enrichment fills blank properties on contacts and companies you already store.

- Best for: Teams whose leads, forms and workflows already live in HubSpot
- Pricing: Included with paid subscriptions: Starter, Professional or Enterprise for most Hubs, Professional or Enterprise for Smart CRM and Revenue Hub. It uses no HubSpot Credits ([HubSpot knowledge base](https://knowledge.hubspot.com/records/get-started-with-data-enrichment), Oct 16, 2026)
- Strength: No per-lookup charge and no HubSpot Credits used
- Strength: Automatic, manual and continuous enrichment on records you already hold
- Strength: A "Has been enriched" property and a timeline entry on each record
- Watch out for: Contacts need a business email; Gmail and Yahoo addresses are skipped
- Watch out for: It adds no work emails or mobile numbers to contacts

### D&B Connect

CRM and API. A self-service platform to match, cleanse, enrich and steward company and contact records against the D&B Commercial Graph.

- Best for: RevOps and data teams that need clean company records and D-U-N-S numbers across systems
- Pricing: Not published; request a quote or a free trial ([D&B Connect](https://www.dnb.com/products/marketing-sales/dnb-connect.html), Oct 16, 2026)
- Strength: Match, cleanse, enrich and steward steps with rules you configure
- Strength: A D-U-N-S number links duplicates and company hierarchies
- Strength: A dedicated module for Salesforce
- Watch out for: No published price or plan terms
- Watch out for: Salesforce is the only CRM named on its Connect page

## What should a team check before choosing a data enrichment platform?

Check five things before you sign: how the platform connects, whether it uses one source or a waterfall, how credits and contracts work, what governance it offers, and who runs it day to day. Each check has a question you can put to any vendor.

1. **Integrations.** Where does the data land: a CRM, a spreadsheet, an AI agent or your own code? Ask which plan includes CRM sync and whether the connector costs extra.
2. **One source or a waterfall.** A waterfall asks several providers in turn. A single source asks one. Ask who sets the order and what a miss costs.
3. **Credits and contracts.** Ask what a credit buys, whether you pay per seat, whether unused credits roll over, and how you leave.
4. **Governance.** Ask for the security report, the opt-out process, and whether the records you upload feed the vendor's own dataset.
5. **Deployment model.** Ask who does the work: an agent or script, an analyst in a workspace, reps in an app, or the CRM itself.

This guide compares nine platforms on those five checks, using each vendor's own pricing page, documentation and terms, read on October 16, 2026. It does not rank them on match rate or accuracy. We ran no lookups, and a vendor's own claims cannot be compared fairly. For a price-ranked list of tools, see our [best data enrichment tools](https://enrich.chat/blog/best-data-enrichment-tools/). For the basics, read [what data enrichment is](https://enrich.chat/blog/what-is-data-enrichment/). If you want a done-for-you option, see [data enrichment services](https://enrich.chat/blog/data-enrichment-services/).

## How do these platforms connect to your CRM and AI agents?

Most platforms reach your stack in one of three ways: a CRM connector, an API, or an MCP server for AI assistants. The plan you buy often decides which one you get.

- **Clay.** [Clay's pricing page](https://www.clay.com/pricing) puts CRM integrations and HTTP API calls on the Growth plan and above. [Clay MCP](https://www.clay.com/mcp) works with ChatGPT, Codex and Claude. Because Clay's Growth plan can call any HTTP API, you can add Enrich.chat as one more provider: see [Enrich.chat with Clay](https://enrich.chat/integrations/clay/).
- **Apollo.** [Apollo's pricing page](https://www.apollo.io/pricing) lists CRM integrations for Salesforce, HubSpot and Pipedrive from the Basic plan. Its [MCP server](https://docs.apollo.io/docs/apollo-mcp) connects to ChatGPT, Claude, Perplexity, Replit and Cursor, and your plan's credits still apply.
- **ZoomInfo.** [ZoomInfo's pricing page](https://www.zoominfo.com/pricing) says pre-packaged integrations typically have a base cost and need a minimum purchase of bulk credits. [ZoomInfo MCP](https://www.zoominfo.com/solutions/zoominfo-mcp) works with Claude, ChatGPT, Perplexity and Replit.
- **Cognism.** [Cognism's pricing page](https://www.cognism.com/pricing) lists MCP and API access on Standard and Pro. CRM Enrichment is a separate add-on.
- **FullEnrich.** [FullEnrich's pricing page](https://fullenrich.com/pricing) lists an API, an MCP server and a HubSpot push on the Pro plan, and marks enriching contacts already in HubSpot as coming soon.
- **People Data Labs.** It is API first. [People Data Labs' pricing page](https://www.peopledatalabs.com/pricing/person) lists APIs, data licensing and integrations as delivery methods.
- **HubSpot.** Enrichment runs inside the CRM. [HubSpot's remote MCP server](https://developers.hubspot.com/docs/build-with-ai/remote-mcp-server) reads and updates CRM records, and its documentation does not mention enrichment.
- **D&B Connect.** [The D&B Connect page](https://www.dnb.com/products/marketing-sales/dnb-connect.html) takes uploads by API, batch, cloud, iPaaS or Salesforce integration. Salesforce is the only CRM the page names.
- **Enrich.chat.** It is a plain HTTPS API with a remote MCP server and a skill, and it has no native CRM app. You write results to a CRM through the API, [n8n](https://enrich.chat/blog/n8n-lead-enrichment/) or [Google Sheets](https://enrich.chat/integrations/google-sheets/). See [Enrich.chat for AI agents](https://enrich.chat/agents/).

If your CRM is HubSpot or Salesforce, our guides cover [HubSpot data enrichment](https://enrich.chat/integrations/hubspot/) and [Salesforce data enrichment](https://enrich.chat/integrations/salesforce/). For the wider picture, read [CRM data enrichment](https://enrich.chat/blog/crm-data-enrichment/).

## Should you pick a waterfall or a single source?

Pick a waterfall when coverage matters more than a predictable bill. Pick a single source when you want one price per lookup and one set of terms.

A waterfall asks providers one after another until one returns a result. [Clay's lesson on waterfalls](https://university.clay.com/lessons/enrich-people-waterfalls-clay-101) says it stops at the first valid result and lets you add or reorder providers. [FullEnrich](https://fullenrich.com/pricing) runs a managed waterfall across 25+ sources. [Apollo checks its own data first](https://knowledge.apollo.io/hc/en-us/articles/34071089002509-Waterfall-Enrichment-Overview), then the lineup an admin sets, and charges for each source that returns data.

**Figure 1: One source or a waterfall: how a lookup runs.** A single-source lookup sends one request to one dataset and returns a result. A waterfall sends a request to source 1, then source 2 after a miss, then source 3, which hits and stops the run. Clay lets you set the provider order across more than 150 providers, Apollo checks its own data first and then the lineup an admin sets, and FullEnrich manages the order across more than 25 sources.

*How a single-source lookup and a waterfall run, and who sets the order. Sources: [Clay University](https://university.clay.com/lessons/enrich-people-waterfalls-clay-101), [Clay pricing](https://www.clay.com/pricing), [Apollo Knowledge Base](https://knowledge.apollo.io/hc/en-us/articles/34071089002509-Waterfall-Enrichment-Overview) and [FullEnrich pricing](https://fullenrich.com/pricing), checked October 16, 2026.*

Waterfalls change how you budget. [Apollo's API docs](https://docs.apollo.io/docs/api-pricing) put a typical email waterfall at 1 to 4 credits and a phone waterfall at 8 to 25, and say some sources bill a lookup even when they find nothing. A connected validator [bills separately](https://knowledge.apollo.io/hc/en-us/articles/34071089002509-Waterfall-Enrichment-Overview). [Clay](https://www.clay.com/pricing) says you pay no Data Credits or Actions when an enrichment returns no result.

Single sources answer from one dataset. [People Data Labs](https://docs.peopledatalabs.com/docs/reference-person-enrichment-api) charges per match, and ZoomInfo, Cognism and D&B Connect sell access to their own database or graph by credit or quote. HubSpot blends [its commercial dataset, third-party providers and public sources](https://knowledge.hubspot.com/records/get-started-with-data-enrichment), and you cannot reorder them. Enrich.chat has no provider order to set: you send one request and read the status on each field. Our guide to [waterfall enrichment](https://enrich.chat/blog/waterfall-enrichment/) covers when extra providers pay off.

Test both on the same rows, and divide each bill by the verified results, not the rows sent.

## How do credits and contracts compare?

Credits and contracts vary more than list prices suggest. Some platforms charge per seat, some charge by credit with unlimited users, and the sales-led ones publish no price. Prices below are each vendor's entry paid plan, checked October 16, 2026.

| Platform | Entry price and what you buy | Credits, contract and exit |
| --- | --- | --- |
| Enrich.chat | Free (10 lookups a day). Plans at $29, $90 and $299 a month for 100,000, 500,000 and 2,500,000 credits. Unlimited seats. | Billed monthly, cancel anytime. Credits renew each month and do not roll over. A lookup that finds nothing uses 0 credits. |
| [Clay](https://www.clay.com/pricing) | Free. Launch from $185 a month ($167 billed annually), Growth from $495 ($446). Unlimited seats. | Monthly or annual billing. Data Credits roll over up to 2x, Actions reset. Enterprise needs an annual commitment. |
| [FullEnrich](https://fullenrich.com/pricing) | 50 trial credits. Pro from $29 a month for 500 credits. Unlimited users. | Credits roll over for 3 months on monthly plans and 12 on yearly plans. Enterprise has flexible billing terms. |
| [People Data Labs](https://www.peopledatalabs.com/pricing/person) | Free, 100 credits. Pro from $98 a month for 350 credits. | Monthly or annual, and annual saves 20%. Enterprise is an annual contract. |
| [Apollo](https://www.apollo.io/pricing) | Free. Basic $65 a seat a month ($49 billed annually) with 2,500 credits a seat. Professional $99 ($79). | Annual billing commits you to 12 months. Credits reset each cycle and do not roll over. Organization is annual only. |
| [ZoomInfo](https://www.zoominfo.com/pricing) | Sales plans by quote. [Vendr](https://www.vendr.com/marketplace/zoominfo) shows a $33,500 median a year. GTM AI has top-ups from $20 and no seat fees. | [ZoomInfo's license terms](https://www.zoominfo.com/legal/ltc) say the agreement is not cancellable. GTM AI has no contract. |
| [Cognism](https://www.cognism.com/pricing) | By quote. Standard and Pro each include 5 seats. | [Cognism's terms](https://www.cognism.com/customer-terms/gtc): orders renew for the initial term or a year, whichever is longer, unless you give 60 days' notice. |
| [HubSpot data enrichment](https://knowledge.hubspot.com/records/get-started-with-data-enrichment) | Included with paid HubSpot subscriptions. | No HubSpot Credits used. Terms follow your HubSpot subscription. |
| [D&B Connect](https://www.dnb.com/products/marketing-sales/dnb-connect.html) | Not published. Free trial on request. | Not published. |

Seats are the biggest swing. Apollo Basic costs $65 a seat a month, so ten reps cost $650 before add-ons. Clay, FullEnrich and Enrich.chat charge by plan and credit, with unlimited seats or users. Figure 2 shows the gap. An Apollo seat also includes sequences, a dialer and 2,500 credits, so the chart compares fees, not like-for-like work.

**Figure 2: Monthly platform fee for a team of ten.** A bar chart of entry plan fees for ten users on monthly billing. Apollo Basic costs $650 at $65 a seat. Clay Launch costs $185, FullEnrich Pro from $29, and Enrich.chat Growth $29, each with unlimited seats or users. The plans include different credits and tools.

*Entry plan fee for ten users, monthly billing. Seat-priced fees grow with headcount, flat plans do not. The plans include different credits and tools, so this compares fees, not like-for-like work. Sources: [Apollo](https://www.apollo.io/pricing), [Clay](https://www.clay.com/pricing), [FullEnrich](https://fullenrich.com/pricing.md) and [Enrich.chat](https://enrich.chat/pricing/), checked October 16, 2026.*

Expiry is the next swing. Apollo's credits expire at the end of each billing cycle, and so do Enrich.chat's, while Clay's Data Credits and FullEnrich's credits roll over for a limited time. Exit terms come last. ZoomInfo's license terms say the agreement cannot be cancelled, and Cognism's terms need 60 days' notice before renewal. Enrich.chat plans are billed monthly with no annual contract. For vendor detail, read our pricing guides for [Apollo](https://enrich.chat/blog/apollo-pricing/), [Clay](https://enrich.chat/blog/clay-pricing/), [ZoomInfo](https://enrich.chat/blog/zoominfo-pricing/), [Cognism](https://enrich.chat/blog/cognism-pricing/), [FullEnrich](https://enrich.chat/blog/fullenrich-pricing/) and [People Data Labs](https://enrich.chat/blog/people-data-labs-pricing/), and see [Enrich.chat pricing](https://enrich.chat/pricing/).

## What governance should a security review ask for?

Ask each vendor for its security report, its data processing terms, its opt-out process and whether the records you upload feed its own dataset. Most vendors here state a SOC 2 or ISO 27001 claim on their own pages, and the report behind it is what counts.

| Platform | What it states about security and privacy | Admin controls and data handling |
| --- | --- | --- |
| Enrich.chat | Terms at [enrich.chat/terms/](https://enrich.chat/terms/). Anyone can opt out at [enrich.chat/opt-out/](https://enrich.chat/opt-out/), processed within 15 days. | Unlimited seats. No SSO or team permissions. |
| Clay | [Clay's pricing page](https://www.clay.com/pricing) lists SOC 2 Type II, GDPR, CCPA, ISO 27001 and ISO 42001. | SSO/SAML, SCIM, role-based access, IP allowlists, credit budgets and a custom DPA are Enterprise only. |
| FullEnrich | [FullEnrich's pricing page](https://fullenrich.com/pricing) lists SOC 2 Type II, GDPR and CCPA. It says it holds no contact database of its own. | Per-user credit limits and Google SSO. Custom SSO is an Enterprise add-on. |
| People Data Labs | [People Data Labs' security page](https://www.peopledatalabs.com/security) says it is compliant with ISO 27001 and SOC 2 Type 2. | SAML/SSO is listed for Enterprise. |
| Apollo | [Apollo's security page](https://www.apollo.io/product/security) says it is certified for ISO 27001 and SOC 2 by A-LIGN, and GDPR compliant as processor and controller. | Admins can set per-user credit caps. SSO and advanced security sit on custom plans. |
| ZoomInfo | [ZoomInfo's trust center](https://www.zoominfo.com/trust-center/security-at-zoominfo/) lists ISO 27001, 27701, 27017 and 42001, plus a SOC 2 Type II attestation. | MFA and/or SSO, and AES256 encryption at rest. Submitted data may be used to improve its products. |
| Cognism | [Cognism's security page](https://www.cognism.com/security) lists ISO 27001, ISO 27701 and SOC 2 Type II (Security and Availability). | [Its compliance page](https://www.cognism.com/compliance) says it screens phone numbers against Do Not Call registries. |
| HubSpot | Enrichment draws on [HubSpot's commercial dataset, third-party providers and public sources](https://knowledge.hubspot.com/records/get-started-with-data-enrichment). | Needs Super Admin or data enrichment access. Automatic enrichment is off by default. |
| D&B Connect | [The D&B Connect page](https://www.dnb.com/products/marketing-sales/dnb-connect.html) does not list certifications. | You configure resolution rules for matching and enrichment. |

Data reuse is the clause teams miss most. [ZoomInfo's license terms](https://www.zoominfo.com/legal/ltc) say information you send for matching, cleansing or updating records may be used to test, develop and improve its products, and you can change those permissions in the product. [HubSpot](https://knowledge.hubspot.com/records/get-started-with-data-enrichment) says verified contact data from enrichment may be contributed back to its commercial dataset, and that continuous enrichment alone adds nothing to it. Ask every vendor the same question.

Opt-outs and privacy law come next. [Apollo's privacy center](https://www.apollo.io/privacy-center) says Apollo keeps a suppression list so an opted-out profile is not reactivated. In the UK, [the Information Commissioner's Office](https://ico.org.uk/for-organisations/direct-marketing-and-privacy-and-electronic-communications/business-to-business-marketing/) says a work email that identifies a person is personal data, and that the right to object to direct marketing is absolute. In California, the [Attorney General's CCPA page](https://oag.ca.gov/privacy/ccpa) says the business-to-business exemption expired on December 31, 2022. For calling rules, read our [TCPA guide](https://enrich.chat/blog/tcpa-b2b-cold-calling/).

With Enrich.chat, you stay responsible for TCPA, CAN-SPAM and GDPR rules. Privacy details are at [enrich.chat/opt-out/#privacy](https://enrich.chat/opt-out/#privacy). This is general information, not legal advice, and no platform makes your outreach compliant by itself.

## Which deployment model and platform fit your team?

Match the platform to who does the work. API and MCP platforms suit agents and developers, workspaces suit analysts, seat apps suit reps, and CRM-native tools suit teams that never leave the CRM.

**Figure 3: Four ways to run a data enrichment platform.** Four deployment models. API or MCP platforms, Enrich.chat, FullEnrich and People Data Labs, take a lookup from an agent or app and return JSON. A workspace, Clay, lets you design a table where each column calls a provider. Seat apps, Apollo, ZoomInfo and Cognism, let reps search, reveal and email in the vendor app. CRM-native tools, HubSpot and D&B Connect, enrich records inside the CRM.

*The main way each platform is used. Most also offer an API or an MCP server. Sources: [Enrich.chat](https://enrich.chat/agents.md), [FullEnrich](https://fullenrich.com/pricing), [People Data Labs](https://www.peopledatalabs.com/pricing/person), [Clay](https://www.clay.com/pricing), [Apollo](https://www.apollo.io/pricing), [ZoomInfo](https://www.zoominfo.com/pricing), [Cognism](https://www.cognism.com/pricing), [HubSpot](https://knowledge.hubspot.com/records/get-started-with-data-enrichment) and [D&B Connect](https://www.dnb.com/products/marketing-sales/dnb-connect.html), checked October 16, 2026.*

- **A founder or small team working in ChatGPT, Claude or Cursor:** Enrich.chat. Start with 10 free lookups a day, then a plan from $29 a month.
- **A GTM engineer building custom research:** Clay, from $185 a month on Launch. See our [Clay alternatives](https://enrich.chat/alternatives/clay/) for other options.
- **A sales team that wants search and outreach in one app:** Apollo, or ZoomInfo and Cognism for a sales-led deal. See the [best sales intelligence tools](https://enrich.chat/blog/best-sales-intelligence-tools/).
- **A product team embedding person data or buying files:** People Data Labs, which lists data license feeds on Enterprise. [B2B data APIs compared](https://enrich.chat/blog/b2b-data-apis-compared/) covers the API options.
- **A RevOps team keeping CRM records clean:** HubSpot's own enrichment if you live in HubSpot, or D&B Connect for Salesforce master data.

You can pair two: a CRM-native or seat platform for the system of record, and a lookup API for agents and workflows. Our [data enrichment API](https://enrich.chat/api/data-enrichment/) page shows the Enrich.chat side.

## When is another platform better than Enrich.chat?

Choose another platform when you need a table builder, outreach in the same app, enterprise intent data or enrichment that never leaves your CRM. Each row below is sourced to the vendor's own page.

| If you mainly need | Better choice | Why |
| --- | --- | --- |
| Custom research across many providers | Clay | [Clay](https://www.clay.com/pricing) lists 150+ providers, Claygent and unlimited seats on every plan. |
| Waterfall coverage without building one | FullEnrich | [FullEnrich](https://fullenrich.com/pricing) lists a managed waterfall across 25+ sources and unlimited users. |
| Data and outreach in one seat | Apollo | [Apollo](https://www.apollo.io/pricing) lists unlimited sequences, a US dialer and CRM integrations on Basic. |
| Intent data and a sales-led contract | ZoomInfo or Cognism | ZoomInfo offers [Streaming Intent](https://www.zoominfo.com/pricing) as an add-on, and [Cognism](https://www.cognism.com/pricing) lists intent data on Pro. |
| Phone numbers screened against Do Not Call lists | Cognism | [Cognism](https://www.cognism.com/compliance) says it screens its phone database against Do Not Call registries. |
| Bulk data licenses with formal testing | People Data Labs | [People Data Labs](https://www.peopledatalabs.com/pricing/person) lists formal data testing, data license feeds and SSO/SAML on Enterprise. |
| Enrichment on records already in HubSpot | HubSpot | [HubSpot](https://knowledge.hubspot.com/records/get-started-with-data-enrichment) says it is included with paid subscriptions and uses no HubSpot Credits. |
| Company master data and D-U-N-S numbers | D&B Connect | [D&B Connect](https://www.dnb.com/products/marketing-sales/dnb-connect.html) describes match, cleanse, enrich and steward steps against its Commercial Graph. |

Enrich.chat has two real gaps. It has no visual table builder, sequencing or dialer, so you bring your own spreadsheet, CRM or outreach tool. It also has no native CRM app, SSO or team permissions, and its SDKs are still planned, so you call the plain HTTPS API or the MCP server. If you need any of those today, one of the platforms above is the better buy. For deeper head-to-head pages, see [ZoomInfo alternatives](https://enrich.chat/alternatives/zoominfo/) and the [best B2B data providers](https://enrich.chat/blog/best-b2b-data-providers/).

## How do you test platforms before you sign?

Run the same rows through every shortlisted platform, record what each returns and what it costs, and read the terms last. A one-afternoon pilot answers most of the five checks.

1. Pick 50 rows with a LinkedIn URL, a work email, or a name plus company website. Include a few people who changed jobs this year.
2. Run the same rows through two or three platforms. Record the status each one gives every email and phone.
3. Count verified, risky and not-found results. Divide each bill by the verified results to get your real cost per contact.
4. Ask each vendor for its security report, its data processing terms and its answer on data reuse.
5. Read the exit terms: contract length, notice period, credit expiry and renewal uplift.

With Enrich.chat you can run step 2 without an account. Paste this into ChatGPT, Claude or Cursor:

```text
Use www.enrich.chat to enrich these rows with a work email and a mobile, keep my columns, add email_status, mobile_line and credits_used columns, mark misses as not found, and end with the number of matches and the total credits_used: [paste rows]
```

The first 10 lookups each day are free. After that, log in at your [account page](https://enrich.chat/account/) with your email and a one-time code, pick Growth, Scale or Pro, and your API key appears. To check one profile in a browser first, use the free [LinkedIn email and phone finder](https://enrich.chat/tools/linkedin-email-finder/), or build a list from a plain English description with the [AI lead list builder](https://enrich.chat/tools/lead-list-builder/).

## Frequently asked questions

### What is a data enrichment platform?

A data enrichment platform adds missing fields, such as a work email, mobile number, job title or company size, to records you already hold. It differs from a single tool by adding what a team needs around the data: CRM connectors, an API or MCP server, credit and billing controls, and admin and security settings. Platforms run as an API, a workspace, a seat-based app or a feature inside a CRM.

### What is the difference between waterfall enrichment and a single data source?

A waterfall asks several data providers one after another until one returns a result, so coverage is wider but the bill depends on how many sources answer. A single source asks one vendor dataset, so you get one price and one set of terms. Our guide to [waterfall enrichment](https://enrich.chat/blog/waterfall-enrichment/) explains when the extra providers pay off.

### How much do data enrichment platforms cost?

On October 16, 2026, published entry plans started at $29 a month for FullEnrich, $65 a seat for Apollo Basic, $98 for People Data Labs Pro and $185 for Clay Launch. Enrich.chat starts at $29 a month with a free tier. ZoomInfo and Cognism publish no price for sales plans, and [Vendr's buyer data](https://www.vendr.com/marketplace/zoominfo) puts the median ZoomInfo contract at $33,500 a year.

### Which data enrichment platforms work with ChatGPT or Claude?

Enrich.chat, [Clay](https://www.clay.com/mcp), [Apollo](https://docs.apollo.io/docs/apollo-mcp), [ZoomInfo](https://www.zoominfo.com/solutions/zoominfo-mcp), [FullEnrich](https://fullenrich.com/pricing) and [Cognism](https://www.cognism.com/pricing) each list an MCP server. [HubSpot's MCP server](https://developers.hubspot.com/docs/build-with-ai/remote-mcp-server) reads and updates CRM records, but its documentation does not mention enrichment. Enrich.chat needs one prompt or the server at enrich.chat/mcp. See [Enrich.chat for AI agents](https://enrich.chat/agents/).

### What security certifications should a data enrichment platform have?

No single certification is required, but ask for a current SOC 2 Type II report or an ISO 27001 certificate, plus data processing terms and a subprocessor list. Clay, Apollo, ZoomInfo, People Data Labs, Cognism and FullEnrich each state one on their own pages. Those are vendor claims until you read the report. This is general information, not legal advice.

### Can you buy a data enrichment platform without a sales contract?

Yes. Clay, Apollo (Basic and Professional), FullEnrich and People Data Labs Pro sell monthly self-serve plans, and Enrich.chat bills monthly with no annual contract and a free tier that needs no signup. ZoomInfo sales plans and Cognism are sold by quote, and [ZoomInfo's license terms](https://www.zoominfo.com/legal/ltc) say the agreement is not cancellable.

## Sources

1. [Clay pricing](https://www.clay.com/pricing)
2. [Clay MCP](https://www.clay.com/mcp)
3. [Enrich People Using Waterfalls](https://university.clay.com/lessons/enrich-people-waterfalls-clay-101)
4. [Apollo.io pricing plans](https://www.apollo.io/pricing)
5. [Waterfall Enrichment Overview](https://knowledge.apollo.io/hc/en-us/articles/34071089002509-Waterfall-Enrichment-Overview)
6. [API pricing and credits](https://docs.apollo.io/docs/api-pricing)
7. [Apollo MCP](https://docs.apollo.io/docs/apollo-mcp)
8. [Apollo security](https://www.apollo.io/product/security)
9. [Apollo privacy center](https://www.apollo.io/privacy-center)
10. [ZoomInfo pricing and plans](https://www.zoominfo.com/pricing)
11. [ZoomInfo License Terms and Conditions](https://www.zoominfo.com/legal/ltc)
12. [Security at ZoomInfo](https://www.zoominfo.com/trust-center/security-at-zoominfo/)
13. [ZoomInfo MCP](https://www.zoominfo.com/solutions/zoominfo-mcp)
14. [GTM AI pricing](https://gtm.ai/pricing)
15. [ZoomInfo software pricing and plans](https://www.vendr.com/marketplace/zoominfo)
16. [Get started with data enrichment](https://knowledge.hubspot.com/records/get-started-with-data-enrichment)
17. [Enrich your contact and company data](https://knowledge.hubspot.com/records/enrich-your-contact-and-company-data)
18. [Remote HubSpot MCP server](https://developers.hubspot.com/docs/build-with-ai/remote-mcp-server)
19. [People Data Labs person data pricing](https://www.peopledatalabs.com/pricing/person)
20. [Person Enrichment API](https://docs.peopledatalabs.com/docs/reference-person-enrichment-api)
21. [People Data Labs security](https://www.peopledatalabs.com/security)
22. [FullEnrich pricing](https://fullenrich.com/pricing)
23. [FullEnrich pricing, machine-readable](https://fullenrich.com/pricing.md)
24. [Cognism pricing](https://www.cognism.com/pricing)
25. [Cognism security](https://www.cognism.com/security)
26. [Cognism compliance](https://www.cognism.com/compliance)
27. [Cognism General Terms and Conditions](https://www.cognism.com/customer-terms/gtc)
28. [D&B Connect](https://www.dnb.com/products/marketing-sales/dnb-connect.html)
29. [Business-to-business marketing](https://ico.org.uk/for-organisations/direct-marketing-and-privacy-and-electronic-communications/business-to-business-marketing/)
30. [California Consumer Privacy Act (CCPA)](https://oag.ca.gov/privacy/ccpa)
31. [Enrich.chat agents.md](https://enrich.chat/agents.md)

## Try this prompt

Pilot a platform on your own rows

```text
Use www.enrich.chat to enrich these rows with a work email and a mobile, keep my columns, add email_status, mobile_line and credits_used columns, mark misses as not found, and end with the number of matches and the total credits_used: [paste rows]
```

## Related

- [Best B2B data providers (2026): 10 compared on price and terms](https://enrich.chat/blog/best-b2b-data-providers/)
- [CRM data enrichment: what, how often, how](https://enrich.chat/blog/crm-data-enrichment/)
- [Data enrichment services](https://enrich.chat/blog/data-enrichment-services/)