7 Best CRM Data Enrichment Tools (Free and Paid) to Try in 2026

CRM data enrichment fills the blank fields on records you already hold, such as work email, phone, title and company size. Anyone whose CRM has passed a few thousand contacts needs it, and so does any agent or script that writes to one.

Buyers get stuck on three things. Credits and seats make the bill hard to forecast. Most vendors publish no price at 1M records a month. And a free tier that looks generous often hides contact data or caps requests.

This page ranks seven tools, free tier and list price first, checked in September 2026. We ran no match-rate test, so we quote no find rates. Every fact links to a vendor page. Each tool has its own comparison: FullEnrich, Apollo, Clay, Lusha, ZoomInfo and People Data Labs. For the CRM-only ranking, read best CRM enrichment tools.

TL;DR

"1M records" means 1M work-email lookups that return a result, at list price.

What we evaluated

• Free tier: what you get for $0, and whether contact data is hidden.
• CRM sync: whether the tool writes into your CRM, or you write results back.
• API and MCP: the plan that includes them and the default rate limit.
• Price model: credits, seats or flat, and what a record costs.
• Price at volume: whether the vendor publishes a number at 1M records a month.

1. FullEnrich: best for waterfall emails and mobiles into HubSpot

FullEnrich checks 25+ sources for each contact and charges only for data it finds. A work email costs 1 credit, a personal email 3 and a mobile 10. A not-found result costs 0 (FullEnrich docs, September 2026).

The free trial is 50 credits with no card. API, MCP, bulk CSV and the HubSpot connector are on every plan, the trial included (FullEnrich pricing, September 2026). The integrations page also lists Zapier, Make, n8n and Clay (FullEnrich integrations, October 2026).

The API allows 60 calls a minute, with up to 100 contacts per bulk request (FullEnrich docs, September 2026). The MCP server can search, enrich and export (FullEnrich help, September 2026).

Pros

• Waterfall across 25+ sources in one call.
• HubSpot sync, API and MCP on every plan.
• No charge for a not-found result.
• Unused credits roll over 3 months on monthly plans.

Cons

• Mobiles cost 10 credits, so phone-heavy CRMs add up fast.
• HubSpot is the only CRM named. Salesforce teams use Zapier or the API.
• 60 calls a minute, and no public 1M price.

Best for: HubSpot teams that want waterfall emails and mobiles.

Pricing: Pro $29 a month for 500 credits ($26 billed yearly). The top monthly tier is 100,000 credits for $3,500 (FullEnrich pricing, September 2026).

2. LeadOcean: best for API, agent and volume buyers

LeadOcean is a data API with a hosted MCP server, holding 693M people and 67M companies. POST /v1/people/enrich takes exactly one of linkedin_url, email, phone or person_id. POST /v1/companies/enrich takes a domain. Phones come from GET /v2/people/phone.

There is no lookup by name plus company. Search by domain first, then enrich by person_id. Every record carries an email_status with 13 values, so you write back only verified and catch_all_valid addresses.

LeadOcean does not write into your CRM. You run the loop in a script, a Zapier, Make or n8n flow or an agent. Before you spend anything, GET /v1/companies/count and the MCP tool leadocean_count_companies size a company list for free.

Pros

• No credit meter and no seats. Agency is $497 a month and Solo is $97, each with a fair-use pace.
• The free plan has the same data, REST and MCP access as paid plans.
• Rate limits by plan: 5 a second on Free, 50 on Solo and 200 on Agency.
• A 404 on the v1 enrich endpoints costs nothing.
• Person enrich returns career history, so you can fill past roles and education.

Cons

• No native CRM sync or write-back. You write results into your CRM yourself.
• No name plus domain lookup.
• No Chrome extension, rep workspace or sequencer.
• A v2 contact call that finds nothing still costs one record.

Best for: engineers, RevOps and agents that enrich in code and want a predictable bill.

Pricing: Free is 1,000 records, one-off, no card. Solo is $97 a month and Agency is $497 a month (LeadOcean pricing, October 2026).

3. Apollo: best for reps who want a prospecting app and CRM sync

Apollo is a sales platform with a contact database, sequences, a dialer and a Chrome extension. It is priced per seat with a monthly credit allowance, and the Free plan gives 75 credits a month (Apollo pricing, September 2026). Its pricing FAQ says it integrates with Salesforce and HubSpot.

An email costs 1 credit and a phone number costs 8. People enrichment by API is 1 to 9 credits, and organization enrichment is 1 (Apollo API pricing, September 2026). Credits are pooled across the team and expire at the end of each billing cycle.

Every plan includes API access, Free included. Enrichment endpoints allow 1,000 requests a minute on paid plans (Apollo rate limits, September 2026). The official MCP server at https://mcp.apollo.io/mcp works on any plan (Apollo docs, September 2026).

Pros

• Native CRM integrations and a workspace reps already use.
• API and MCP on every plan, Free included.
• 1,000 enrichment requests a minute on paid plans.

Cons

• Priced per seat, so headcount moves the bill.
• Credits expire each cycle and do not roll over.
• A phone costs 8 credits.
• The price of an extra credit is not public.

Best for: sales teams that want data, outreach and CRM sync in one app.

Pricing: Basic $65 per seat a month ($49 billed yearly). Professional $99 ($79). Organization $149 ($119), three seats minimum (Apollo pricing, September 2026).

4. Clay: best for ops teams that build waterfalls without code

Clay is a spreadsheet-style workflow that sells data from 150+ providers on credits. Free is $0 with 100 Data Credits and 500 Actions a month, 200 rows per table and no phone enrichment (Clay pricing, September 2026). Growth adds the HTTP API column and CRM auto-sync.

Clay bills two meters. Its own doc says a fully enriched record typically costs 6 to 20 Data Credits, plus one Action per enrichment (Clay docs, September 2026). An enrichment that returns no result is charged nothing.

The Public API and CLI are on every plan, Free included (Clay docs, September 2026). The rate limit is per workspace, and Clay publishes no number (Clay developer docs, September 2026). An MCP server exists (Clay MCP guide, September 2026).

Pros

• Waterfalls across 150+ providers, built without code.
• CRM auto-sync on Growth.
• Nothing charged on a no-result enrichment.

Cons

• Two meters, so a record's cost depends on the providers you pick.
• CRM sync starts on Growth, from $495 a month ($446 billed yearly).
• Actions cannot be topped up, and the largest self-serve tier is 200,000 a month.
• No published API rate limit.

Best for: ops teams that want a visual workflow and niche data sources.

Pricing: Free. Launch $185 a month ($167 billed yearly). Growth $495 ($446) (Clay pricing, September 2026).

5. Lusha: best for reps who work in the browser and CRM

Lusha sells contact data through a Chrome extension, a web workspace, an API and an MCP server. Its homepage says records reach Salesforce and HubSpot (Lusha, October 2026). The Free plan is 40 credits a month for one seat, with no card (Lusha pricing, September 2026).

An email costs 1 credit, a phone 5 and company info 1. One API request for email and phone is 7 credits. Every plan, Free included, gets an API key (Lusha API docs, September 2026).

Limits are per key. Free and Starter get 40 requests a minute and 100 a day. Premium gets 300 a minute and 18,000 a day. The MCP server has 50 tools and shares the credit pool with the API (Lusha MCP docs, September 2026).

Pros

• Chrome extension plus Salesforce and HubSpot sync for reps.
• API key on every plan, with 50 MCP tools.
• Waterfall on paid plans, at 2 credits per email and 8 per phone, on a match only.

Cons

• Phones cost 5 credits, or 7 with the email in one API request.
• Low daily caps on small plans: 100 a day on Free and Starter.
• Priced in credits and seats, with no public 1M price.

Best for: sales reps who want reveals in the browser and records in the CRM.

Pricing: Starter $49.90 a month ($37.45 billed yearly). Pro $69.90 ($52.45). Premium $399.90 ($299.95) (Lusha pricing, September 2026).

6. ZoomInfo: best for enterprise teams that want one suite

ZoomInfo sells data two ways. Platform plans are quoted by sales. GTM AI is the newer pay-as-you-go route with an API, an MCP server and a CLI. It starts with 1,000 free data credits and no card (GTM AI pricing, September 2026).

The Sales page lists CRM integration, automatic record updates and CRM lead enrichment (ZoomInfo Sales, October 2026). On GTM AI, search and lookup are free. One data credit enriches one record, and a record is charged once per 12 months (ZoomInfo docs, September 2026).

List price per data credit runs from $0.45 for 100 credits down to $0.25 at 100,000 credits for $25,000. Larger volumes go to Enterprise. Rate limits are 5 requests a second on Builder, 25 on Standard and 35 on Scaling (ZoomInfo docs, September 2026).

Pros

• CRM integration and a full sales suite on the platform plans.
• Free search and lookup on GTM AI, and re-enriching inside 12 months costs nothing.
• Official MCP server for Claude, ChatGPT and Cursor (GTM AI docs, September 2026).

Cons

• No public 1M price, and the credit slider stops at 100,000.
• Platform plan prices were not readable for us. Expect a quote and an annual contract.
• The free tier is 1,000 credits, which a mid-size CRM spends in one run.

Best for: enterprise sales teams that want CRM sync, signals and one vendor.

Pricing: GTM AI is free for 1,000 data credits, then pay as you go from $20 (GTM AI pricing, September 2026).

7. People Data Labs: best for developers who buy person data by API

People Data Labs (PDL) sells person and company data by API, per record. Free is up to 100 credits a month with contact data obscured. Pro starts at $98 a month for 350 credits, which is $0.28 a credit (PDL pricing, September 2026).

A credit is spent per successful match, and a request that returns nothing is not billed. PDL says Pro profiles cost about $0.20 to $0.28 each, and that self-serve is meant for volumes below roughly 100,000 profiles a year (PDL blog, September 2026).

Person Enrichment allows 100 requests a minute on Free and 1,000 on paid plans. Person Search allows 10 a minute by default (PDL docs, September 2026). We found no official MCP server in its docs index (PDL docs, September 2026).

Pros

• Large published datasets, with per-match billing.
• 1,000 enrichment requests a minute on paid plans.
• Bulk enrichment takes up to 100 people per request.

Cons

• Free tier hides contact data, so you cannot test email coverage.
• No official MCP server found.
• Self-serve stops near 100,000 profiles, and there is no public 1M price.
• The PDL pages we read name no CRM connector, so plan to write results back yourself.

Best for: developers who want person data by API and have a volume under 100,000 profiles.

Pricing: Free. Pro from $98 a month, or $78 a month billed yearly (PDL pricing, September 2026).

Comparison table

How to choose

• Code, agents or volume: LeadOcean. Flat price, REST and MCP on every plan, and you write results back yourself.
• HubSpot is your CRM and you need mobiles: FullEnrich.
• Reps who want native CRM sync and a prospecting app: Apollo or Lusha.
• An enterprise suite with signals: ZoomInfo.
• No-code waterfalls and niche sources: Clay, from Growth for CRM sync.
• Small developer projects under 100,000 profiles: People Data Labs.
• Just testing: use every free tier on the same 50 records of your own and compare the fields filled.

Verdict

LeadOcean wins for API, agent and volume buyers. It has a fair-use pace instead of credits, a free 404 on a miss and an MCP server that returns records. You write results into the CRM yourself. FullEnrich wins for waterfall mobiles in HubSpot. Apollo and Lusha win for reps who want CRM sync in an app. ZoomInfo wins for enterprise suites, Clay for no-code waterfalls and People Data Labs for small API projects. Start on the free plan, then read what CRM enrichment adds to your sales data.

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