TL;DR
Most tools that claim "waterfall enrichment" are actually single-database products with a marketing label. True waterfall requires multiple independent sources, sequential querying, field-level merging, and built-in verification. Cleanlist and Clay are the only tools that genuinely cascade through multiple providers - the rest query one database.
Not every tool that claims "waterfall enrichment" actually queries multiple providers in sequence. Some use a single database with a marketing label. Others genuinely cascade through 10+ sources.
Here is a practical comparison of the tools that actually do waterfall enrichment in 2026.
What Makes Real Waterfall Enrichment
Before comparing tools, let's define what counts as true waterfall enrichment:
- Multiple independent data sources - not one database split into "sources"
- Sequential querying - stops when verified data is found
- Field-level merging - takes the best data point from each provider
- Verification built in - validates data, not just returns it
Any tool missing these fundamentals is single-source with a waterfall label.
Quick Comparison Table
| Tool | Providers | Email Verification | Phone Coverage | CRM Integrations | Starting Price |
|---|---|---|---|---|---|
| Cleanlist | 15+ | Triple (SMTP + catch-all) | Direct + mobile | SF, HS, PD, 10+ | Free (30 credits) |
| Clay | 50+ via API | Depends on provider | Depends on provider | Zapier-based | $149/mo |
| Apollo | 1 (own database) | Basic | Limited | SF, HS, Outreach | Free (limited) |
| ZoomInfo | 1 (own database) | Basic | Good | SF, HS, and more | Custom ($$$$) |
| Clearbit (now Breeze) | 1 (own database) | Basic | Limited | HubSpot native | Bundled with HS |
| Lusha | 1 + community | Basic | Good direct dials | SF, HS, Outreach | $49/mo |
Detailed Breakdown
Cleanlist
What it is: A dedicated waterfall enrichment platform that queries 15+ premium data providers in sequence.
How waterfall works: Input a record, Cleanlist queries providers (Wiza, Findymail, Prospeo, Lusha, and more) in optimized order. Each response is validated. Best data from each source is merged into one golden record.
Strengths:
- True multi-provider waterfall with 15+ sources
- Triple email verification included (syntax, DNS, SMTP handshake)
- Catch-all email detection
- Smart Columns AI for data normalization
- Playbook Builder for automated workflows
- Simple credit pricing (1 credit = email, 11 = full contact)
Best for: Teams that want complete, verified data without managing multiple tool subscriptions.
Pricing: Free plan (30 credits/mo), Starter from $29/mo, Pro from $99/mo.
Compare Cleanlist to other tools
Clay
What it is: A workflow platform that connects to 50+ data providers via API integrations you configure.
How waterfall works: You build enrichment sequences in Clay's spreadsheet interface. Each row queries providers you select, in the order you define. You manage the logic.
Strengths:
- Massive provider ecosystem (50+)
- Flexible workflow builder
- Can combine enrichment with outreach
- Good for complex, custom sequences
Limitations:
- You build and manage the waterfall logic yourself
- Provider API costs are separate
- Learning curve is steep
- Email verification is not built in (depends on provider)
Best for: Technical teams comfortable building their own enrichment workflows.
Pricing: From $149/mo + provider API costs.
Apollo
What it is: A sales intelligence platform with its own proprietary database.
How waterfall works: It doesn't. Apollo queries its single database. The data is either there or it's not.
Strengths:
- Large contact database (260M+ contacts)
- Built-in sequencing for outreach
- Free tier is generous
- Good for prospecting workflows
Limitations:
- Single-source only - no multi-provider enrichment
- Email verification is basic (no SMTP-level)
- Data freshness varies
- Coverage gaps in non-US markets
Best for: Teams that need a combined prospecting + outreach tool and can accept coverage gaps.
Pricing: Free (limited), paid from $49/mo.
ZoomInfo
What it is: The enterprise standard for B2B contact databases.
How waterfall works: Single database, but it's very large. ZoomInfo's data comes from multiple collection methods (web scraping, community contributions, partnerships) but is served as one unified source.
Strengths:
- Largest B2B database
- Good phone number coverage
- Strong intent data signals
- Enterprise-grade compliance
Limitations:
- Very expensive (often $15K+/year)
- Single-source architecture
- Contract-heavy sales process
- Data accuracy has declined per user reports
Best for: Enterprise teams with large budgets who need scale.
Pricing: Custom, typically $15K-$50K+/year.
Clearbit (now HubSpot Breeze Intelligence)
What it is: A data enrichment tool now integrated into HubSpot as Breeze Intelligence.
How waterfall works: Single database. Clearbit enriches from its own data source, now bundled with HubSpot.
Strengths:
- Deep HubSpot integration
- Good company data (firmographics)
- Real-time form enrichment
- Clean API
Limitations:
- Locked to HubSpot ecosystem
- Contact data coverage is mediocre
- Phone numbers are limited
- No multi-provider enrichment
Best for: HubSpot-native teams that primarily need company-level enrichment.
Pricing: Bundled with HubSpot (credits-based).
Lusha
What it is: A contact data provider with a browser extension and community-verified data.
How waterfall works: Primarily single-source with some community data contributions. Not a true waterfall.
Strengths:
- Good direct dial phone numbers
- Simple Chrome extension
- Affordable for individuals
- Community verification model
Limitations:
- Limited to its own database + community
- Email verification is basic
- Company data is thin
- No workflow automation
Best for: Individual SDRs who need quick phone number lookups.
Pricing: From $49/mo.
How to Choose
Choose Cleanlist if:
- You want managed waterfall enrichment without building workflows
- Email verification quality matters (triple verification + catch-all)
- You need CRM integration with multiple platforms
- Credit-based pricing with no minimums fits your model
Choose Clay if:
- You are technical and want to build custom enrichment sequences
- You need 50+ providers and want to pick exactly which ones
- Budget for provider APIs is available on top of the platform cost
Choose Apollo if:
- You want prospecting + outreach in one tool
- Coverage gaps are acceptable for your market
- Budget is tight
Choose ZoomInfo if:
- You have enterprise budget ($15K+/year)
- Scale matters more than per-record cost
- Intent data is a priority
The Waterfall Advantage in Numbers
We ran 10,000 records through single-source enrichment (one major provider) and waterfall enrichment (Cleanlist, 15+ providers):
| Metric | Single-Source | Waterfall (Cleanlist) |
|---|---|---|
| Email found | 62% | 91% |
| Email verified | 54% | 89% |
| Phone found | 28% | 54% |
| Full record (email + phone + company) | 22% | 48% |
Waterfall more than doubles the number of complete records.
Frequently Asked Questions
Can I combine tools with waterfall enrichment?
Yes. Many teams use Cleanlist to fill gaps from their primary tool. Export records with missing fields, run them through waterfall enrichment, and import the results back.
How many providers do I actually need?
Diminishing returns start around 10-15 providers. Below 5, you are leaving significant coverage on the table. Cleanlist's 15+ providers hits the sweet spot.
What about data privacy with multiple providers?
Each provider in the waterfall should be individually compliant. Cleanlist vets all providers for GDPR and privacy compliance. Data processing agreements cover the full chain.
The enrichment tool you choose determines how much of your market you can reach. Single-source tools are simpler but leave gaps. True waterfall enrichment fills those gaps. Try Cleanlist free to see your actual coverage improvement.