Clay vs Common Room vs Hightouch vs Improvado
A side-by-side look at scores, pricing and features — with RECATOOLS' ASEAN-aware verdict for each.
Clay
AI-powered sales prospecting and outreach
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Common Room
AI go-to-market intelligence that turns fragmented buyer signals into...
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Improvado
AI-powered marketing intelligence that connects 500+ data sources, har...
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| RECATOOLS Score | 7.3 / 10 | 7 / 10 | 8.4 / 10 | 7.4 / 10 |
| Capability | — | |||
| Value for money | — | |||
| Ease of use | — | |||
| ASEAN readiness | — | |||
| API quality | — | |||
| Pricing | Subscription | Freemium | Freemium | Enterprise |
| Free tier | — | Free Starter plan available | Free forever: 2 active syncs, unlimited destinations and seats | No free tier; conditional demo-only trial at vendor discretion |
| Paid from | — | Paid plans (contact sales) | Self-serve paid plans available; Business/Enterprise via custom quote (sales-led) | Custom quote required; annual contracts typically $50,000–$150,000+ depending on data volume |
| Has API | ✗ | ✓ | ✓ | ✓ |
| Open source | ✗ | ✗ | ✗ | ✗ |
| Free to use | ✗ | ✓ | ✓ | ✗ |
| Users | — | — | Used by enterprise data and marketing teams across many organisations | Hundreds of enterprise brands and agencies globally; ~100 employees |
| Founded | 2017 | 2020 | 2019 | 2015 |
| Maker | — | Zoom | Independent (private, Series D) | Daniel Kravtsov (CEO), Dmitry Nasikanov (CTO) |
| Verdict | Clay is a powerful GTM data-enrichment and automation workspace that pulls from 150+ premium sources in one place, layers AI research via Claygent, and lets teams build spreadsheet-style enrichment and outreach workflows... |
What this is for: Unifying scattered buyer and community signals across 50+ sources into person-level intelligence and activating it for sales and marketing. Who this is for: Go-to-market, sales, and developer-relations... |
Hightouch is one of the most capable data activation and composable CDP platforms available, earning a Gartner Magic Quadrant Leader position in early 2026 and reaching $100M+ ARR backed by $322M in total funding. Its wa... |
Improvado earns its place at the top of the enterprise marketing data stack for organisations that run complex multi-channel campaigns across dozens of ad platforms and need a single governed data layer feeding their BI... |
| Full review → | Full review → | Full review → | Full review → |
Comparisons cover up to 4 tools. Scores are RECATOOLS editorial assessments; verify current pricing on each vendor's site.