Side-by-side comparison · Sales & Customer Support
Clay vs Intercom vs Retell AI
Everything that matters when choosing between them, in one place: our rating, what each can do, what they cost, and the trade-offs.
Comparing 3 tools, the maximum.
At a glance
Pick it if: Growth marketers, sales ops people and agencies who build targeted lead lists and personalised outbound.
Pick it if: Online businesses and software companies with a support team that wants an AI agent to take the first pass at every question.
Pick it if: Service businesses and agencies that want an AI receptionist or phone agent without hiring developers.
Intercom scores highest overall, but Retell AI gives you more for your money. Which one is right comes down to what you value most.
Overview
| Attribute | Clay | Intercom | Retell AI |
|---|---|---|---|
| In one line | Builds and enriches lead lists from 100+ data sources, with an AI agent for web research. | Customer support inbox, help centre and chat, with the Fin AI agent answering first. | AI phone agents that answer calls, book appointments and make outbound calls. |
| Pricing model | Freemium | Paid | Paid |
| Starting price | From $167/mo | $0.99 per outcome | About $0.07–$0.31/min |
| Free plan | Yes | No | No |
| Works with Claude Code | No | Yes | Yes |
Rating breakdown
Our scores out of 5. The higher bar in each row is highlighted.
| Attribute | Clay | Intercom | Retell AI |
|---|---|---|---|
| Overall rating | 3.7 | 4.2Winner | 4.1 |
| Ease of useHow quickly someone non-technical gets value from it. | 2.5 | 4.0 | 3.5 |
| FeaturesHow completely it covers its own job, and how well the pieces fit together. | 5.0 | 5.0 | 4.5 |
| Output qualityHow good the results are before you fix them. | 4.5 | 4.5 | 4.5 |
| Value for moneyWhat you get for the price, including the free plan. | 3.0 | 3.0 | 4.0 |
| Speed & reliabilityHow fast it is and how often it falls over. | 3.5 | 4.5 | 4.0 |
Feature comparison
A tick means it does this today. A dash means we haven't checked.
| Attribute | Clay | Intercom | Retell AI |
|---|---|---|---|
| Access & platform | |||
| Free plan | Yes | No | No |
| Mobile app | – | Yes | – |
| Desktop app | – | – | – |
| Browser extension | Yes | – | – |
| API access | Yes | Yes | Yes |
| Teams & business | |||
| Team workspace | Yes | Yes | Yes |
| Enterprise plan or SSO | Yes | Yes | Yes |
| Connects to other apps | Yes | Yes | Yes |
| Open source or self-hosted | No | No | No |
| AI abilities | |||
| Works with your files | Yes | Yes | Yes |
| Understands images | – | Yes | – |
| Makes images | No | No | No |
| Makes video | No | No | No |
| Writes code | – | No | – |
| Runs agents or automations | Yes | Yes | Yes |
| Learns your brand or style | – | Yes | – |
| Works in many languages | – | Yes | Yes |
| Capabilities score | 8/ 17 | 10/ 17 | 7/ 17 |
Pricing
Plans as listed on each vendor's site when we last checked. Confirm before you buy.
| Attribute | Clay | Intercom | Retell AI |
|---|---|---|---|
| Plans | Free Free Learning Clay and small tests. | Fin on its own $0.99 per outcome, monthly minimum Teams happy with their current helpdesk who want the AI agent only. | Pay as you goOur pick About $0.07–$0.31/min Most small businesses and agencies. |
LaunchOur pick From $167/mo, less billed yearly Founders and small teams building outbound lists. | Essential $29/seat/mo, plus $0.99 per Fin outcome Small teams starting out with live chat and an AI agent. | Enterprise Custom High call volumes and compliance needs. | |
Growth From $446/mo, less billed yearly Teams syncing Clay with their CRM. | AdvancedOur pick $85/seat/mo, plus $0.99 per Fin outcome Growing support teams that need automation and several inboxes. | ||
Enterprise Custom Large teams needing SSO and controls. | Expert $132/seat/mo, plus $0.99 per Fin outcome Larger teams with security and multi-brand needs. | ||
| Which plan to pick | Learn on Free, then move to Launch when you are ready to run real campaigns. Only take Growth if you need CRM sync or the API. Set credit budgets on every table. | Start the 14-day trial and see how many conversations Fin handles, because that number drives the bill more than seats do. Most teams with more than a couple of agents end up on Advanced for the workflows. If you already run Zendesk or Salesforce and like it, try Fin on its own first. | Start on pay as you go with the free credits, build one agent for your most common call and test it on your own phone. Talk to sales only once you run thousands of minutes a month. |
Key features
Pros and cons
| Attribute | Clay | Intercom | Retell AI |
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Who each one is for
| Attribute | Clay | Intercom | Retell AI |
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Questions people ask
Which is better, Clay, Intercom or Retell AI?
Intercom scores highest overall in our ratings (Clay 3.7/5, Intercom 4.2/5 and Retell AI 4.1/5). Clay is best for building niche lead lists and finding emails and phone numbers from many sources. Intercom is best for answering common customer questions automatically and website and in-app live chat. Retell AI is best for AI receptionist for a small business and booking appointments by phone.
Which is cheaper, Clay, Intercom or Retell AI?
Clay: There's a free plan, and paid plans start at From $167/mo. Intercom: There's no free plan. Paid plans start at $0.99 per outcome. Retell AI: There's no free plan. Paid plans start at About $0.07–$0.31/min.
Which is easier to use, Clay, Intercom or Retell AI?
Intercom rates highest for ease of use in our scores. Online businesses and software companies with a support team that wants an AI agent to take the first pass at every question.
How we compare
Ratings are our own, from using each tool, across ease of use, features, output quality, value for money, speed & reliability.
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