Hightouch vs Improvado vs Common Room vs Clay
A side-by-side look at scores, pricing and features — with RECATOOLS' ASEAN-aware verdict for each.
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Improvado
AI marketing intelligence that connects 1,000+ data sources, harmonise...
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Common Room
AI go-to-market intelligence that turns fragmented buyer signals into...
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Clay
AI data enrichment and GTM workflows for B2B prospecting
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| RECATOOLS Score | 8.4 / 10 | 7.4 / 10 | 7 / 10 | 7.3 / 10 |
| Capability | — | |||
| Value for money | — | |||
| Ease of use | — | |||
| ASEAN readiness | — | |||
| API quality | — | |||
| Pricing | Freemium | Freemium | Subscription | Freemium |
| Free tier | Basic Reverse ETL free tier: up to 2 active syncs, unlimited destinations and unlimited user seats | Free Limited plan: limited AI Agent and MCP access, 50 MCP actions a week | None — no free plan or trial shown; demo required | Free: 500 Actions and 100 Data Credits a month, unlimited seats, up to 200 rows per table |
| Paid from | Composable CDP and Agentic Marketing Platform are usage-based and quoted after a demo | MCP Only $100/month (self-serve); Advanced and Enterprise are quoted | $2,500/mo billed annually (Essential); Advanced and Enterprise custom | $185/month (Launch, billed monthly), or $167/month billed annually |
| 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 | 2019 | 2015 | 2020 | 2017 |
| Maker | Kashish Gupta (Co-CEO), Tejas Manohar (Co-CEO), Josh Curl (CTO) | Daniel Kravtsov (CEO), Dmitry Nasikanov (CTO) | Zoom | — |
| Verdict | For companies that already keep customer data in Snowflake, BigQuery or Databricks, Hightouch is one of the strongest ways to put that data to work: 300+ destinations, audience building, identity resolution and, now, age... |
Improvado earns its place near 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 B... |
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... |
Clay is a powerful GTM data-enrichment and automation workspace that pulls from 150+ data providers in one place, layers AI research through Claygent, and lets teams build spreadsheet-style enrichment and outreach workfl... |
| Full review → | Directory listing → | Full review → | Full review → |
Comparisons cover up to 4 tools. Scores are RECATOOLS editorial assessments; verify current pricing on each vendor's site.