Clay vs Luru
A side-by-side comparison of capabilities, autonomy, integrations, and pricing to help you choose.
Short answer: choose Clay if you want programmable gtm data platform with ai research agents (claygent) (Supervised agent, freemium); choose Luru if you want revenue workspace for crm hygiene, sales playbooks, and slack workflows (Copilot, freemium).
| Clay | Luru | |
|---|---|---|
| What it is | Programmable GTM data platform with AI research agents (Claygent) | Revenue workspace for CRM hygiene, sales playbooks, and Slack workflows |
| Type | platform | product-with-agents |
| Autonomy | Supervised agent | Copilot |
| Pricing | freemium · Free tier; paid Launch from ~$185/mo (after March 2026 pricing change) | freemium |
| Best for | smb, mid-market, enterprise, developers | smb, mid-market |
| Deployment | saas, api | saas |
| Modalities | text, browser, api | text, api |
| Models | model-agnostic, gpt, claude | model-agnostic |
| Protocols | rest-api, function-calling | rest-api |
| Integrations | HubSpot, Salesforce, Apollo, LinkedIn Sales Navigator, Slack, Gmail | Salesforce, HubSpot, Pipedrive, Slack, Microsoft Teams, Zoom |
| Capabilities | 5 documented | 4 documented |
Clay
- +Composable enrichment: waterfalls across 150+ providers in one workflow beat any single-vendor dataset on match rate
- +Claygent plus Navigator can extract bespoke data (and interact with pages) that fixed providers miss
- +Free tier and broad integrations make it accessible, with API and webhooks for programmatic use
- -Steep learning curve; getting value requires building and tuning workflows, not just turning it on
- -Credit-based costs (split into Data Credits and Actions after the March 2026 pricing change) can be hard to predict at scale
Luru
- +Fast CRM updates from anywhere via a browser sidekick, reducing busywork
- +Meeting playbooks and methodology enforcement keep the sales process consistent
- +No-code Slack workflows for pipeline alerts
- -Copilot/workflow tool, not an autonomous agent or a conversation-intelligence engine
- -Lighter on generative AI than call-analysis competitors
Which should you choose?
Clay is programmable gtm data platform with ai research agents (claygent), best for smb, mid-market, enterprise, developers. Luru is revenue workspace for crm hygiene, sales playbooks, and slack workflows, best for smb, mid-market. The right choice depends on the autonomy level you want, your existing integrations, and your budget, all compared above.