Comparison
Lusha is for reps and small teams that want contact data and company signals on a published, self-serve price; ZoomInfo is for teams that want a database of 500M+ contacts with an AI sales agent and workflows on top, bought on an annual subscription. Lusha's published pricing is Free (40 credits/mo); Starter $37.45/mo, Professional $52.45/mo (annual), while ZoomInfo's is Custom, consumption-based with a free Lite tier of 10 credits a month.
By Semir JahicCEO & Co-Founder, SalesmotionLast reviewed | Feature | Lusha | ZoomInfo |
|---|---|---|
| Approach | Self-serve contact and company data with buying signals | Data platform with an AI sales agent and GTM workflows |
| Contacts | 515M+ contacts | 500M+ contacts |
| Companies | 29M+ companies | 100M+ companies |
| Direct Dials | 117M+ | 120M+ |
| Free Plan | Free: up to 40 credits a month | ZoomInfo Lite: 10 credits a month |
| Pricing | Free (40 credits/mo); Starter $37.45/mo, Professional $52.45/mo (annual) | Custom, consumption-based |
| Billing | Monthly or annual | Annual subscriptions; monthly billing is not standard |
| Best For | Individual reps and teams of up to 5 on self-serve plans | Teams that want data, AI agents and workflows from one vendor |
Lusha is a self-serve B2B contact and company data platform. By its own count it covers 515M+ verified contacts and 29M+ companies, with 77 fields per record, 165M+ emails and 117M+ direct dials.
Lusha attaches 26 buying signals to that data and refreshes them weekly. It describes them as dated events on named companies: funding events, hiring surges, leadership changes, headcount shifts, job changes and promotions. Its Deep Intelligence layer scores the market against your ICP, CRM and closed-won deals using 7 predictive models, and suggests lookalike accounts.
Lusha publishes its pricing, including a free plan, and sells its self-serve plans to teams of up to 5 users; larger teams are routed to sales. It offers the Lusha API and Lusha MCP, lists Claude and ChatGPT among the places reps can use it, and integrates with Salesforce, HubSpot, monday, Zoho, Pipedrive and Bullhorn.
Best for: Individual reps and small teams that want contact data and company signals on a published, self-serve price
Pricing: Lusha publishes its pricing: a free plan with 40 credits a month, then Starter at $37.45, Professional at $52.45 and Premium at $299.95 per month on annual billing ($49.90, $69.90 and $399.90 billed monthly). Scale is quote-only.
ZoomInfo is a B2B data platform covering 500M+ contacts and 100M+ companies, including 200M+ verified business email addresses and 120M+ direct-dial phone numbers. It says the data is maintained with 300+ human researchers.
On top of the data sits an AI layer. ZoomInfo Copilot, which ZoomInfo calls an AI sales agent, surfaces buyer signals, assembles contacts, org charts and account history into deal briefs, and generates personalized messaging. GTM Workspace adds agents for account research, meeting prep and deal prioritization, GTM Studio runs workflows triggered by buying signals, and ZoomInfo MCP and GTM.AI open the data to developers and AI assistants.
ZoomInfo sells its sales product as ZoomInfo Professional, Copilot Advanced and Copilot Enterprise, alongside marketing, talent, operations and data-as-a-service lines. ZoomInfo Lite is a permanent free tier.
Best for: Sales and marketing teams that want contact data, AI agents and signal-triggered workflows from one vendor
Pricing: ZoomInfo does not publish list pricing; contracts are quoted per organization; its own pricing page states that no specific dollar amounts are published because pricing is consumption-based. Vendr reports a median contract of $33,500 a year based on 1,576 purchases, with a range of $7,233–$156,053. ZoomInfo Lite is a permanent free tier with 10 credits a month.
How Lusha and ZoomInfo stack up across key capabilities.
| Feature | Lusha | ZoomInfo |
|---|---|---|
| Contact Data | 165M+ emails and 117M+ direct dials | 200M+ verified business emails and 120M+ direct dials |
| Company Data | 29M+ companies, 77 fields per record | 100M+ companies |
| Buying Signals | 26 buying signals refreshed weekly: funding, hiring, leadership and job changes | Copilot buyer signals, growth opportunity alerts, risk and expansion alerts; Streaming Intent add-on |
| AI | Deep Intelligence ICP scoring, 7 predictive models, lookalikes | Copilot AI sales agent; GTM Workspace agents for research, meeting prep and deal prioritization |
| Workflow Automation | Integrations with Clay, Make, n8n and Zapier | GTM Studio workflows triggered by buying signals |
| CRM Integrations | Salesforce, HubSpot, monday, Zoho, Pipedrive, Bullhorn | Copilot connects to Salesforce, HubSpot, Outreach, Salesloft and Gong |
| API and MCP | Lusha API and Lusha MCP | ZoomInfo MCP and GTM.AI; API and MCP access is an add-on |
| Credits | 1 credit per email, 5 credits per phone number | Consumption credits based on usage |
| Data Quality Claims | Lusha claims 98% email accuracy and 85% US phone accuracy | ZoomInfo cites 300+ human researchers |
| Seats | Self-serve plans for up to 5 users; larger teams go to sales | Paid plans include a minimum number of seats; extra seats are an add-on |
We held 55 sales and customer calls between August and October 2026. In 22 of them the question was not who to contact but which accounts to work this week, and when.
“I just feel like we have a lack of visibility into ... what accounts are actually hot”
“I'm looking more for surveillance on my accounts to pick up the stuff that I might miss.”
“one of the things I'm always trying to figure out is the right timing”
Lusha and ZoomInfo sit at opposite ends of pricing transparency. Lusha publishes its pricing: a free plan with 40 credits a month, then Starter at $37.45, Professional at $52.45 and Premium at $299.95 per month on annual billing ($49.90, $69.90 and $399.90 billed monthly). Scale is quote-only. An email reveal costs 1 credit and a phone number 5. On monthly plans unused credits roll over up to twice the plan's limit; on annual plans they reset at the end of the annual cycle.
ZoomInfo does not publish list pricing; contracts are quoted per organization; its own pricing page states that no specific dollar amounts are published because pricing is consumption-based. Vendr reports a median contract of $33,500 a year based on 1,576 purchases, with a range of $7,233–$156,053. ZoomInfo Lite is a permanent free tier with 10 credits a month. ZoomInfo describes its pricing as consumption-based: paid plans include a minimum number of seats, extra seats are an add-on, and credits meter usage. Paid plans are annual subscriptions, and ZoomInfo says monthly billing is not standard. Streaming Intent, sales engagement, international data and API and MCP access are sold as add-ons.
Both let you start free: Lusha with up to 40 credits a month, ZoomInfo Lite with 10 credits a month and no credit card. Lusha plans renew automatically and a cancellation takes effect at the end of the plan cycle. Whether unused ZoomInfo credits roll over depends on the contract; ZoomInfo's own pricing guide tells buyers to ask.
Lusha is strongest as a self-serve source of contact data with company signals attached, and ZoomInfo as a full data platform with AI agents on top. Both start from a database of contacts and companies. Salesmotion starts from the account: it is the account intelligence and signal layer that tells a rep which accounts to work now and what to say.
It sits alongside a contact database, not in place of one. Reps keep Lusha or ZoomInfo for emails and direct dials, and use Salesmotion for cited research and signals on each account.
Salesmotion's Research Agent turns 1,000+ public sources into an account brief, with every data point linked to its source.
The Signal Agent monitors target accounts for 50+ signal types drawn from earnings calls, SEC filings, news, job postings and leadership announcements.
Salesmotion has a native Salesforce integration, a HubSpot integration, a REST API and an MCP server that works with Claude, ChatGPT and other assistants. It starts at $85/month on a monthly contract.
Salesmotion gives your reps the account intelligence they need to book more meetings and close bigger deals.
Lusha is the only one of the two that publishes a paid price, so a like-for-like answer needs a ZoomInfo quote. Lusha publishes its pricing: a free plan with 40 credits a month, then Starter at $37.45, Professional at $52.45 and Premium at $299.95 per month on annual billing ($49.90, $69.90 and $399.90 billed monthly). Scale is quote-only. ZoomInfo does not publish list pricing; contracts are quoted per organization; its own pricing page states that no specific dollar amounts are published because pricing is consumption-based. Vendr reports a median contract of $33,500 a year based on 1,576 purchases, with a range of $7,233–$156,053. ZoomInfo Lite is a permanent free tier with 10 credits a month.
Yes, both. Lusha's free plan includes up to 40 credits a month. ZoomInfo Lite is a permanent free tier with no credit card and no annual commitment, and includes 10 credits a month, or 25 with Community Edition.
By each vendor's own count the contact totals are close: Lusha lists 515M+ contacts and 117M+ direct dials, ZoomInfo 500M+ contacts and 120M+ direct dials. ZoomInfo lists more companies, 100M+ against Lusha's 29M+. Vendors count records differently, so test both on a sample of your own target accounts.
Yes. Lusha lists 26 buying signals refreshed weekly, which it describes as dated events on named companies such as funding events, hiring surges, leadership changes and job changes. ZoomInfo Copilot surfaces buyer signals, growth opportunity alerts and risk and expansion alerts, and ZoomInfo sells Streaming Intent as an add-on to base plans.
Lusha publishes its credit costs: 1 credit to reveal an email and 5 to reveal a phone number, with unused credits on monthly plans rolling over up to twice the plan's limit. ZoomInfo uses consumption credits based on usage and does not publish credit prices; whether unused credits roll over depends on the contract, and ZoomInfo's own pricing guide tells buyers to ask.
Lusha offers monthly and annual billing on its self-serve plans. Lusha publishes its pricing: a free plan with 40 credits a month, then Starter at $37.45, Professional at $52.45 and Premium at $299.95 per month on annual billing ($49.90, $69.90 and $399.90 billed monthly). Scale is quote-only. ZoomInfo's paid plans are annual subscriptions, and ZoomInfo says monthly billing is not standard; ZoomInfo Lite carries no annual commitment.
Both offer an MCP server. Lusha lists the Lusha API and Lusha MCP and names Claude and ChatGPT among the places reps can use it. ZoomInfo offers ZoomInfo MCP and GTM.AI, which includes an API, a CLI and an MCP server, with API and MCP access sold as an add-on.
Salesmotion is the account intelligence and signal layer that sits alongside a contact database. Its three AI agents (Signal, Research and Outreach) monitor 1,000+ public sources for 50+ signal types, write cited account briefs and draft outreach anchored to the event that triggered it. Teams keep Lusha or ZoomInfo for contact data and use Salesmotion to decide which accounts to work and why. Pricing starts at $85/month on a monthly contract.
A Signal Agent, Research Agent, and Outreach Agent — working 24/7 so your team spends less time researching and more time closing.
