Comparison · Independent · Updated June 2026
Lusha vs ZoomInfo
In short
Lusha (7.3/10) and ZoomInfo (7.3/10) score almost level on our rubric; the right pick depends on what you're optimising for. Lusha leads on pricing & transparency, while ZoomInfo leads on coverage. Lusha publishes its pricing; ZoomInfo is demo-gated.
Scorecard, side by side
| Our rubric | Lusha | ZoomInfo |
|---|---|---|
| Overall score | 7.3 | 7.3 |
| Data accuracy | 7.0 | 8.0 |
| Coverage | 7.0 | 8.5 |
| Ease of use | 9.2 | 8.7 |
| Pricing & transparency | 7.0 | 4.0 |
| Compliance | 6.0 | 5.5 |
Scores come from the same rubric applied to every provider. Higher value in each row is highlighted.
Third-party ratings
| Public rating | Lusha | ZoomInfo |
|---|---|---|
| G2 | 4.3/5 (1,667) | 4.5/5 (9,102) |
| Capterra | 4.0/5 (398) | 4.1/5 (319) |
Pricing & data, side by side
| Attribute | Lusha | ZoomInfo |
|---|---|---|
| Entry price | from $449/yr | ~$14,995/yr |
| Pricing transparency | Published | Demo-gated |
| Free plan | Yes | No |
| Free trial | Yes | No |
| Verified email | ✓ | ✓ |
| Mobile / direct dials | ✓ | ✓ |
| Intent data | ✓ | ✓ |
| Website visitor ID | – | ✓ |
| CRM enrichment | ✓ | ✓ |
Feature by feature
A union of both vendors' documented features. A dash means the vendor doesn't list that attribute, not necessarily that it's missing.
| Feature | Lusha | ZoomInfo |
|---|---|---|
| Verified work email | yes | yes |
| Mobile / direct dials | Yes (10 credits each) | Yes (~135M numbers claimed) |
| Intent / buying signals | Yes (job changes, funding, hiring) | Yes, proprietary streaming intent |
| Website visitor ID | no | Yes (WebSights) |
| CRM enrichment | yes | yes |
| Chrome extension | yes | no |
| CRM integrations | Salesforce, HubSpot, Pipedrive, Outreach | no |
| Free plan | Yes (40 credits/mo) | no |
| Contract | Monthly or annual | Annual; multi-year common, auto-renews |
| GDPR / compliance | ISO 27701/27001, SOC 2; Garante probe open | GDPR/CCPA stated; right-of-publicity suits |
| US coverage | Strong | Excellent (deepest in category) |
| UK coverage | Strong | Moderate (paid Data Passport add-on) |
| Continental EU coverage | Weaker than EU specialists | no |
| Technographic data | no | yes |
| Firmographics | no | Deep: org charts, scoops, news signals |
| Public company | no | Nasdaq: GTM (formerly ZI) |
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Lusha
Pros
- One-click Chrome extension and near-zero learning curve, the most-praised feature on G2 (4.3/5) and Capterra (Ease of Use 4.6/5).
- Reliable verified email and direct-dial data for the US, UK and Canada.
- Genuine free plan (40 credits/month) plus transparent published pricing; test before you talk to sales.
- Independently audited under ISO 27701, ISO 27001 and SOC 2 Type II, with TrustArc and ePrivacyseal validation.
Cons
- The credit model bites; revealing a phone number costs 10× an email, so phone-heavy teams burn credits fast.
- Per-seat pricing and reported 8–15% renewal increases push real team cost above the headline.
- Coverage and accuracy thin out across continental Europe and APAC versus EU specialists like Cognism.
- Italy's data-protection regulator opened an investigation in 2025 into how Lusha sources data; a 2020 exposé questioned its early sourcing.
ZoomInfo
Pros
- The deepest US database in the category, with 500M+ profiles claimed, org charts, scoops and news signals.
- A genuinely all-in-one platform, bundling intent data, website visitor ID (WebSights), enrichment and technographics together.
- Precise, powerful search and filtering that experienced teams rate highly (G2 4.5/5 from 9,000+ reviews).
- Strong CRM and workflow integrations.
Cons
- Opaque, five-figure pricing, with Vendr data putting the median deal near $33,500/yr and all-in costs commonly $30k–$60k.
- Rigid multi-year contracts and 60-day auto-renewal terms are the most common complaint, with state-AG complaints on record.
- Data accuracy decays outside the US and for older records; international coverage is a paid add-on.
- Two US right-of-publicity cases ($29.55M Ramos settlement; Martinez allowed to proceed) reflect ongoing data-subject backlash over being listed.
Frequently asked questions
- Is Lusha or ZoomInfo better?
- Lusha (7.3/10) and ZoomInfo (7.3/10) score almost level on our rubric; the right pick depends on what you're optimising for. Lusha leads on pricing & transparency, while ZoomInfo leads on coverage. Lusha publishes its pricing; ZoomInfo is demo-gated.
- Which is cheaper, Lusha or ZoomInfo?
- On entry pricing, Lusha is the cheaper way in (from $449/yr vs ~$14,995/yr). Credit models differ, so compare what you actually pay per 1,000 contacts, not just the headline.
- Can I use Lusha and ZoomInfo together?
- Yes, teams often pair a broad database with a specialist tool. Just avoid paying twice for the same coverage; check where Lusha and ZoomInfo overlap before buying both.