HubSpot Data Enrichment: 7 Tools Compared for 2026

Picture a rep calling the VP of Sales listed on a HubSpot record, only to learn she left the company two years ago. Nobody updated the record, because nobody knew she'd gone.

That's the gap HubSpot data enrichment is meant to close: keeping records current as people change jobs and companies change hands. HubSpot now has a native tool for it, and plenty of third-party tools promise to do the job better.

Below, we look at what HubSpot's native tool can and can't do, compare 7 tools that fill the gaps, then walk through cleaning a CRM with 100,000 contacts.

How HubSpot's native enrichment works

Data Enrichment (formerly Breeze, and before that, Clearbit) has changed names more often than most of the contacts in your CRM have changed jobs. Today, it is HubSpot's native enrichment tool. It's included with paid HubSpot plans, now no longer uses HubSpot Credits (it did until autumn 2025, another sign HubSpot rarely leaves this tool alone for long), and is available on Starter, Professional and Enterprise editions of Marketing, Sales, Service, Data and Content Hub.

It checks your records against HubSpot's commercial dataset, third-party data providers and publicly available web information. The problem isn't where the data comes from; it's which records Data Enrichment is willing to touch.

Data Enrichment's biggest limitations

• It only enriches contacts with a business email: HubSpot matches contacts on first name, last name and work email, and nothing else.
• Contacts without one are skipped entirely: HubSpot's help docs confirm that personal addresses such as Gmail or Yahoo won't be enriched, however much else you know about the person.
• It doesn't supply emails or mobile numbers: The business email has to be there before enrichment starts, and neither email nor phone appears in the contact properties it can fill.

In practice, that means the contacts most in need of enrichment, such as webinar sign-ups with personal emails or old imports with missing fields, are the ones Data Enrichment leaves alone.

What it fills in

• Contacts: job title, employment role, sub-role and seniority, location and LinkedIn URL
• Companies: name, industry, employee count, revenue range, location, description, web technologies, total money raised, company phone number and social profiles

Companies need a domain to be enriched, and records only change if HubSpot finds verified data across its sources.

How and when it runs

Data Enrichment is off by default until a Super Admin switches it on. From then, automatic enrichment fills blank properties on new records, and continuous enrichment keeps refreshing values it filled before, stopping on any property someone edits. Neither touches records created before you switched them on, unless you enrich those manually.

Manual enrichment works on single records or in bulk: up to 100 at a time from a records list, or larger batches through segments, imports and workflows, with the option to overwrite existing values.

How it handles duplicates

Data Enrichment doesn't merge duplicates; that's a separate HubSpot feature with its own limits, as HubSpot's own help docs confirm:

• Contacts are deduplicated automatically by email address, and companies by their primary domain.
• The same person entered with a work email and a personal one becomes two contacts.
• Companies created through the API, including third-party sync apps, aren't deduplicated by domain.
• The duplicate management tool, which suggests possible matches to review, needs a Professional or Enterprise plan.
• Bulk merging from the data quality command center needs Data Hub Professional or Enterprise.

In other words, enrichment is included, but cleaning up duplicates is a separate job, and on some plans a separate upgrade.

Where Data Enrichment fits

Data Enrichment is a sensible baseline because it's already in your portal: no extra vendor, contract or setup beyond switching it on, and automatic enrichment won't overwrite your team's edits. Teams that mainly enrich inbound leads with work emails may find it's enough.

Teams doing outbound, or maintaining a large database full of personal emails and ageing records, usually need a tool alongside it. That's what the list below covers.

Pricing: included with paid Starter, Professional and Enterprise HubSpot plans, with no HubSpot Credits used for standard enrichment.

How we picked these tools

Every tool here enriches or maintains HubSpot records directly. We left out Chrome extensions that only push new contacts into the CRM, since adding records isn't the same as keeping them accurate.

We judged each tool on six things:

• How it connects to HubSpot: a Marketplace app, a vendor-side connector or middleware
• Whether data syncs one way or both ways
• How often records update: on demand, on a schedule or continuously
• Whether you control which fields get overwritten
• How pricing works: credits, seats or database size
• Which plan you need before the HubSpot sync works

We didn't test vendors' accuracy or database-size claims ourselves. Where a profile mentions one, we name the vendor as its source.

HubSpot data enrichment tools compared

The 7 best HubSpot data enrichment tools in 2026

1. Findymail CRM Datacare

Overview:

Datacare is Findymail's automatic enrichment solution for HubSpot. Instead of filling a few blank fields once, it continuously cleans, corrects and enriches your entire database, so records stay accurate months after they were created.

It handles the jobs native enrichment skips: duplicate records, contacts who've changed jobs and emails that have quietly started bouncing. When something changes, Datacare updates the record and notifies your team in HubSpot or Slack.

Setup is the only real work. There are no workflows, tables or credit budgets to build and maintain, so there's no learning curve for your team and nothing for them to break. If a sync issue does come up, Findymail's team fixes it.

Key features:

• Continuous enrichment of contacts and companies across the whole database
• Job and company change detection, with records updated when a contact switches roles
• Automatic deduplication and cleanup of outdated or incomplete records
• Alerts in HubSpot or Slack when records change

Data sources: Findymail's own proprietary email finding and verification system, applied to the records already in your CRM.

Integrations: Runs directly inside HubSpot and other major CRMs, with no overlays or manual exports.

Ratings:

• G2: 4.9/5 (57 reviews)
• Capterra: 4.9/5 (7 reviews)

Pros:

• Near hands-off after setup, with no workflows to build or maintain
• No learning curve for your team
• Findymail fixes sync issues for you
• Pricing based on database size, so no credits to ration

Cons:

• Starting price is billed annually
• Sold separately from Findymail's prospecting plans

Pricing:

• From $500/month, billed annually
• Priced by the number of contacts and companies in your CRM

2. Clay

Overview:

Clay is a spreadsheet-style workspace for building enrichment workflows. Rather than relying on one database, it lets you chain several data providers in a waterfall, so a record moves to the next source when the first one comes up empty.

It's popular with RevOps and growth teams who want control over every step. For teams that just want accurate HubSpot records, it can be more tool than they need: workflows take time to learn and build, and a table that's set up poorly can break or write bad data back to the CRM long after it goes live. The HubSpot sync also sits behind the Growth plan.

Key features:

• Waterfall enrichment across multiple third-party data providers
• AI research agent for custom data points pulled from the web
• Create, update and look up HubSpot records from a Clay table
• Scheduled table runs for recurring enrichment

Data sources: A marketplace of third-party data providers, plus web research.

Integrations: HubSpot and Salesforce CRM sync (Growth plan and above), plus sequencers, webhooks and an API.

Ratings:

• G2: 4.6/5 (234 reviews)
• Capterra: N/A

Pros:

• Huge flexibility for custom enrichment logic
• Waterfalls can lift match rates on hard-to-find contacts
• Strong community and template library

Cons:

• Steep learning curve for non-technical users
• More tool than many teams need for HubSpot enrichment
• Poorly built workflows can break and need ongoing upkeep
• HubSpot sync requires the Growth plan
• Credit usage can be hard to predict

Pricing:

• Free: $0/month
• Launch: $185/month (2,500 data credits, 15,000 actions)
• Growth: $495/month (6,000 data credits, 40,000 actions, CRM sync)
• Enterprise: custom

3. Apollo.io

Overview:

Apollo combines a B2B contact database with sequencing and a dialer, so enrichment and outreach live in the same tool. For HubSpot users, it can either enrich records on its own or run a full two-way CRM sync.

Those two connection modes matter. The enrichment-only mode updates HubSpot records without pushing Apollo contacts into your CRM, while the full sync moves records in both directions.

Key features:

• Bulk and scheduled enrichment of HubSpot contacts and companies
• Choice of enrichment-only or two-way CRM sync
• Email sequencing, dialer and meeting booking all-in-one platform
• Chrome extension for prospecting from supported sites

Data sources: Apollo's own B2B contact and company database.

Integrations: HubSpot (via a Marketplace app), Salesforce, Outreach, Salesloft and others.

Ratings:

• G2: 4.7/5 (9,858 reviews)
• Capterra: 4.5/5 (398 reviews)

Pros:

• Generous free plan for testing enrichment
• Prospecting and enrichment in one login
• Scheduled enrichment jobs keep records topped up

Cons:

• Default field mapping can overwrite existing HubSpot values
• Data quality varies by region and industry
• Credits spread across several features

Pricing:

• Free: $0
• Basic: $65/user/month
• Professional: $99/user/month
• Organization: $149/user/month (annual contract, 3-seat minimum)

4. ZoomInfo

Overview:

ZoomInfo is an enterprise data platform covering contacts, companies, org charts and intent signals. Its HubSpot app can enrich records as they come in or on a schedule.

It's built for larger sales and marketing teams with budget for an annual contract. Smaller teams usually find the cost and contract terms hard to justify for enrichment alone.

Key features:

• Instant enrichment of inbound HubSpot records and form fills
• Scheduled enrichment of existing records
• Intent data and website visitor identification
• Org charts and buying-committee data

Data sources: ZoomInfo's proprietary B2B database.

Integrations: HubSpot (Marketplace app), Salesforce, Microsoft Dynamics, Marketo and others.

Ratings:

• G2: 4.5/5 (9,226 reviews)
• Capterra: 4.1/5 (322 reviews)

Pros:

• Deep company and contact coverage, especially in North America
• Intent and enrichment in one contract
• Handles both inbound and existing records

Cons:

• No self-serve plan or public pricing
• Annual contracts only
• Expensive for enrichment alone

Pricing:

• Custom pricing on request, sold on annual contracts

5. Cognism

Overview:

Cognism is a B2B contact data provider best known for its European coverage and mobile numbers. Its HubSpot integration is export-based: an admin connects it and sets the field mappings, then users push contacts from Cognism into HubSpot.

Compliance is a big part of its pitch, with do-not-call list checks built into its phone data. That makes it a common pick for teams calling into the UK and EU.

Key features:

• Contact export to HubSpot with admin-defined field mappings
• Mobile numbers with do-not-call list screening
• Bulk enrichment of existing CRM records
• Chrome extension for prospecting from supported sites

Data sources: Cognism's own B2B database, plus phone-verified mobile numbers.

Integrations: HubSpot, Salesforce, Outreach, Salesloft and others.

Ratings:

• G2: 4.5/5 (1,381 reviews)
• Capterra: 4.7/5 (262 reviews)

Pros:

• Strong EMEA phone coverage
• Compliance checks built into the workflow
• Admin-set field mappings keep exports consistent across the team

Cons:

• No public pricing
• Annual contracts only
• Thinner coverage outside its core regions

Pricing:

• Custom pricing on request, sold on annual contracts

6. Lusha

Overview:

Lusha is a self-serve contact data tool aimed at smaller sales teams. Reps can enrich HubSpot records in bulk or look up contacts from a browser extension, and the free plan makes it easy to try before buying.

Its HubSpot integration is built around exporting: contacts and companies you find in Lusha are pushed into HubSpot, with field mapping, a check for existing records first, and admin controls over whether new records get created at all. Lusha also lists enriching inbound form submissions and bulk-updating existing HubSpot companies as use cases.

Key features:

• Export contacts and companies from Lusha into HubSpot without a CSV
• Duplicate check against existing HubSpot contacts and companies before export
• Field mapping, plus admin toggles for contact and company creation
• Browser extension for lookups on supported sites

Data sources: Lusha's own B2B contact database.

Integrations: HubSpot, Salesforce, Pipedrive, Zoho, Outreach and others.

Ratings:

• G2: 4.3/5 (1,673 reviews)
• Capterra: 4.0/5 (398 reviews)

Pros:

• Quick to set up without a sales call
• Free plan for light use
• Simple interface for reps

Cons:

• Built mainly for exporting new records, not ongoing CRM upkeep
• Credits run out quickly on phone lookups
• Coverage varies by region

Pricing:

• Free: $0/month (40 credits, 1 seat)
• Starter: $49.90/month (400 credits, 1 seat)
• Pro: $69.90/month (600 credits, 2 seats)
• Premium: $399.90/month (3,400 credits, 5 seats)
• Scale: custom

7. BuiltWith

Overview:

BuiltWith tells you what technology a company's website runs on, from ecommerce platforms to analytics and CRM tools. BuiltWith's plans page lists more than 110,000 technologies it tracks, as of November 2026.

It doesn't supply contact data, so it pairs with a contact enrichment tool rather than replacing one. Its value for HubSpot users is segmentation: building lists and workflows around a company's tech stack.

Key features:

• Technographic data on company websites
• Lead lists built from technology usage
• Technology adoption and churn history
• Technology data added to HubSpot company records

Data sources: BuiltWith's own crawl of public websites.

Integrations: HubSpot, Salesforce, Pardot and an API.

Ratings:

• G2: 4.3/5 (63 reviews)
• Capterra: 4.2/5 (29 reviews)

Pros:

• The go-to source for tech stack targeting
• Free lookups for individual websites
• Historical data shows when companies switch tools

Cons:

• No contact data
• Expensive for small teams
• Basic plan limits technology and keyword reports

Pricing:

• Basic: $295/month
• Pro: $495/month
• Team: $995/month

Data partners (unranked)

Findymail supplies data to the tools in this section, so we list them separately from the ranked picks above and don't score them against other products.

Cleanlist AI

Cleanlist AI is an outbound platform built around AI agents, not a dedicated HubSpot enrichment tool. Its agent, Clu, finds buyers, pulls verified emails and direct dials through a multi-provider waterfall, writes and sends sequences, and syncs the results to HubSpot.

It suits lean GTM teams that would rather run prospecting and outreach from one platform than stitch several tools together. Its focus is building new pipeline, so it's a closer fit for that job than for maintaining the records already sitting in your HubSpot.

Pricing:

• Free: $0 (50 credits a month per workspace)
• Starter: $49/seat/month
• Pro: $89/seat/month, with a 14-day free trial

How to clean a HubSpot CRM with 100,000 contacts

At 100,000 contacts, the order you do things in matters more than the tool you pick. Enrich before you deduplicate and you'll pay to enrich the same person twice; write back unverified emails and you'll hurt your sender reputation.

1. Measure before you touch anything

Pull three numbers: how many records are missing key fields, how many emails no longer work and how many records are duplicates. HubSpot's data quality tools give you a starting view, and a Datacare CRM Health Check measures all three across the full database.

2. Deduplicate first

HubSpot deduplicates contacts automatically on email address and companies on domain, but anything entered with a different email or no domain slips through. Its duplicate management tool shows a capped number of duplicate pairs depending on your plan, and custom duplicate rules need Data Hub Professional or above.

Merges are hard to undo. Export a backup before you start, and review a sample of suggested merges by hand.

3. Verify emails before writing anything back

Invalid emails do double damage: they bounce, and they can still count toward your HubSpot marketing contact tier. Verify the list, then suppress or archive what fails.

4. Enrich in batches, with overwrite rules

Manual enrichment from a HubSpot list runs 100 records at a time, so at this scale you'll want segments, workflows or a third-party tool that works in bulk. Decide field by field whether new data can overwrite existing values or only fill blanks, and test on a few hundred records first.

5. Switch from one-time cleanup to continuous enrichment

A cleanup is a snapshot. The moment it finishes, people start changing jobs again.

Native or third-party: which do you need?

Most teams end up using both: native enrichment for the basics, and a third-party tool for whatever it can't reach.

Final Thoughts

HubSpot's native enrichment has quietly become a decent free baseline, which raises the bar for everything else. The tools worth paying for now are the ones that do what HubSpot doesn't: verify emails, add phone numbers, merge duplicates and keep a large database accurate without a quarterly cleanup project.

If you're mainly enriching new leads, start with what's built in and add a contact data tool as gaps show up. If your HubSpot portal has years of records in it, continuous enrichment will save you more time than any one-off cleanup.

FAQ

What are the best HubSpot enrichment tools?

The best HubSpot enrichment tools in 2026 are Findymail CRM Datacare, Clay, Apollo.io, ZoomInfo, Cognism, Lusha and BuiltWith, used alongside HubSpot's native Data Enrichment, which covers firmographics for free on paid plans; the others add verified emails, phone numbers, technographics or continuous maintenance.

What's the best software for cleaning a CRM with 100,000 contacts?

For a CRM that size, use a tool that deduplicates, verifies and enriches continuously rather than one record at a time. HubSpot's native enrichment skips contacts without a business email and its duplicate review is capped by plan, so large databases usually need a dedicated tool such as Findymail CRM Datacare.

What are the best CRM enrichment tools?

The best CRM enrichment tools are the ones that sync both ways with your CRM, let you control overwrites and keep records updated over time. For HubSpot users, the tools in this list all integrate directly; Clay, Apollo, ZoomInfo and Cognism also support Salesforce.

Does HubSpot data enrichment cost credits?

No, standard contact and company enrichment doesn't use HubSpot Credits. Some AI features, such as buyer intent and smart properties, still do.

What replaced Breeze Intelligence?

Breeze Intelligence is now simply called Data Enrichment, and it's included with paid HubSpot plans. If you need more than it offers, see our guide to Clearbit alternatives.

Will enrichment overwrite my existing HubSpot data?

It depends on the tool. HubSpot's native enrichment fills empty properties by default, while some third-party tools overwrite existing values unless you change the field mapping. Test on a small batch first.

How often does B2B contact data decay?

B2B contact data goes out of date every time someone changes jobs, gets promoted or leaves a company, which happens constantly across a large database. The only reliable way to know your own decay rate is to measure it, which a CRM Health Check does.

What's the difference between one-time and continuous enrichment?

One-time enrichment updates records once, and they start going stale immediately afterward. Continuous enrichment keeps checking and updating records in the background, so the database stays current.

Valentin

Valentin Wallyn is the founder and CEO of Findymail, a SaaS platform he launched to help B2B teams discover accurate email and contact data and automate data enrichment at scale. With an IT background, Valentin combines a technical mindset with hands-on experience in outreach and growth. His work centers on improving data quality and prospecting efficiency, drawing on years of entrepreneurial experience and a deep understanding of what makes outreach campaigns succeed.