Real pricing · Independent · Updated June 2026
What B2B data providers actually cost
Entry pricing in United Kingdom ranges from a free plan on self-serve tools like Lusha, Kaspr and Apollo, to roughly £12,000+/year for sales-led platforms like Cognism and ZoomInfo that won't publish a price. Below: the published prices verbatim, and researched estimates for the vendors who hide theirs: every figure sourced, demo-gated ones clearly flagged.
Providers that publish their pricing
Self-serve tools you can price (and usually trial) without a sales call. Entry price is the cheapest paid annual plan; credit models differ, so check what you'll pay per 1,000 contacts.
| Provider | Model | Entry price | Free plan | Our score |
|---|---|---|---|---|
| RocketReach Published | Credit-based | $399/yr | ✓ Yes | 6.8 |
| Lusha Published | Credit-based | $449/yr | ✓ Yes | 7.3 |
| Kaspr Published | Credit-based | £468/yr | ✓ Yes | 7.0 |
| Lead411 Published | Credit-based | $490/yr | – | 7.2 |
| Apollo Published | Per seat | $588/yr | ✓ Yes | 7.4 |
| UpLead Published | Credit-based | $888/yr | – | 7.5 |
| Dealfront Published | Custom quote | €1,188/yr | ✓ Yes | 7.3 |
| Clay Published | Credit-based | $2,004/yr | ✓ Yes | 7.4 |
Providers that hide their pricing behind a demo
Sales-led vendors who publish no price list. These are researched estimates from
procurement data (Vendr) and reported quotes, italicised with an est. tag, never
presented as confirmed prices. The fact that they won't publish is itself the signal.
| Provider | Model | Estimated entry | Contract | Our score |
|---|---|---|---|---|
| Seamless.ai Not listed | Credit-based | $1,764/yr est. | Annual | 6.3 |
| Lead Forensics Not listed | Custom quote | $6,000/yr est. | Annual | 6.4 |
| Cognism Not listed | Custom quote | £12,000/yr est. | Annual | 8.1 |
| ZoomInfo Not listed | Custom quote | $14,995/yr est. | Annual | 7.3 |
| Bombora Not listed | Custom quote | $25,000/yr est. | Annual | 7.4 |
Estimates for demo-gated vendors are sourced on each provider's review page and flagged unconfirmed estimate. We update them as procurement data and reported quotes change. See how we source pricing.
Frequently asked questions
- Why won't some B2B data providers show their pricing?
- Sales-led vendors like Cognism and ZoomInfo gate pricing behind a demo so they can quote per account and negotiate. It also keeps competitors guessing. The figures we show for them are researched estimates from procurement data and reported quotes, clearly flagged, not list prices.
- What's the cheapest way into B2B contact data?
- On published entry pricing, RocketReach is the lowest paid plan at $399/yr, and several self-serve tools (Lusha, Kaspr, Apollo) offer a genuine free plan to test data quality first.
- Is a credit-based or per-seat plan cheaper?
- It depends on usage. Credit models look cheap until you realise a phone-number reveal can cost 10× an email (Lusha) or sits in a separate pool (Kaspr, Apollo). Estimate your monthly phone vs email reveals before comparing; the headline price rarely reflects what you'll actually pay.