What moved this quarter

Lead enrichment vendors are racing to become AI-native GTM infrastructure, while expanding into engagement workflows and testing sharper packaging motions to control buyer entry points.

• Agent-ready data — Lead enrichment moved from searchable databases toward AI-consumable infrastructure: ZoomInfo, Apollo.io, BuiltWith, Vainu and FullContact surfaced MCP, agent, or LLM workflows. This matters because vendors are competing to become the trusted data layer inside AI copilots, not just reps’ lookup tools.
• Execution suite creep — Several data vendors pushed downstream into revenue execution: Seamless.AI added workflow agents and an Engagement Hub, SalesIntel added sequencing, Apollo.io added calling, deliverability and visitor identification, while Lusha introduced Workspace and Plays. Buyers should reassess overlap with SEP, dialer, and enrichment budgets.
• Entry paths diverge — Packaging became a competitive signal, not an afterthought: Ocean.io removed its $79 starting price, Snov.io used a first-month discount countdown, Leadspace launched free-to-start Sidekick, and Clay softened its trial. Revenue leaders should expect more deliberate segmentation between PLG capture and enterprise deal control.

The signals on the board

Only lanes with tracked evidence for Q2 2026 are emphasized. No filler lanes just to make the page look busy.

• Product and capability — Public-web product and capability signals found in the Lead Enrichment Software category for Q2 2026.
• Integrations and APIs — Public-web integrations and apis signals found in the Lead Enrichment Software category for Q2 2026.
• Messaging and positioning — Public-web messaging and positioning signals found in the Lead Enrichment Software category for Q2 2026.
• Pricing and packaging — Public-web pricing and packaging signals found in the Lead Enrichment Software category for Q2 2026.
• Company strategy — Public-web company strategy signals found in the Lead Enrichment Software category for Q2 2026.
• Security, compliance and access — Public-web security, compliance and access signals found in the Lead Enrichment Software category for Q2 2026.

Company updates for Q2 2026

Changed companies get evidence-backed cards. Quiet companies stay visible so the category file does not accidentally become a highlights reel.

• Apollo.io — apollo.io
  • Product and capability: Added call recording, cold calling, email deliverability, and website visitor identification, broadening Apollo beyond enrichment into execution and conversion workflows.
  • Product and capability: Elevated Apollo MCP across navigation, footer, and integration-menu prominence, signaling an AI data-access product alongside the core platform.
  • Product and capability: Apollo.io expanded Apollo Data contact database from 210 million to over 230 million.
• Builtwith — builtwith.com
  • Integrations and APIs: Built out an AI and developer integration layer with MCP server, AI SDKs, AI-ready APIs, agent tools, and named CRM/AI partners.
  • Product and capability: Added BuiltWith Ask™ and Public Companies research tools, extending the product toward guided research and public-market analysis use cases.
  • Messaging and positioning: Rewrote homepage messaging around Sales, AI and Engineering, and Investors and Analysts personas instead of feature-led technology lookup copy.
• Clay — clay.com
  • Pricing and packaging: Redesigned around revenue-system building and changed the free trial from 14-day Pro to a no-credit-card entry motion.
  • Product and capability: Added Ads, Functions, Clay MCP, and expanded the data marketplace to 200+ vendors while removing Clay in ChatGPT.
  • Company strategy: Announced Series C funding and a $5 billion employee tender offer, signaling significant capital and liquidity momentum.
• Coresignal — coresignal.com
  • Integrations and APIs: Pivoted toward AI-agent infrastructure with Agentic Search API, MCP Server, and prompt-based search, enrichment, and download workflows.
  • Product and capability: Added a Social posts dataset containing company and employee post content, expanding data coverage for signal and intelligence use cases.
• Dealfront — dealfront.com
  • Integrations and APIs: Dealfront added CRM and MCP Server integrations, clarifying ecosystem fit for buyers evaluating workflow coverage.
  • Product and capability: Dealfront added German language support with Deutsch site localization.
  • Product and capability: Changed product-module emphasis by removing Datacare, Connect, and Promote while adding Campaigns and Lists to the visible offering.
• Demandbase — demandbase.com
  • Security, compliance and access: Added ISO/IEC 27001 and SOC 2 badges to the Enterprise section, reinforcing security credibility for larger-account buyers.
  • Product and capability: Replaced Agentbase with Demandbase AI, making AI a named product pillar rather than a narrower agent-branded capability.
  • Messaging and positioning: Fully redesigned the homepage with a new value proposition, How it works section, role-based GTM modules, testimonials, and awards.
• Fullcontact — fullcontact.com
  • Product and capability: Repositioned the homepage around FullContact MCP and introduced AI-agent access to customer profiles, replacing visitor-identification-led messaging.
• Fullenrich — fullenrich.com
  • Integrations and APIs: Added MCP integration, AI-agent support, and “one source of truth” messaging for automated contact enrichment inside AI-native workflows.
  • Product and capability: Added People and Company Search plus Reverse Email Lookup, broadening the product beyond enrichment into direct prospect and identity lookup.
  • Messaging and positioning: Rewrote the hero around a unified prospecting claim, tightening positioning from point enrichment toward a broader prospecting platform.
• Leadiq — leadiq.com
  • Product and capability: Added MCP Integration and Lando Agent for natural-language prospecting, promoted as extra headcount through a conversational browser interface.
• Leadspace — leadspace.com
  • Pricing and packaging: Launched Sidekick as a free-to-start browser extension for verified emails, direct dials, and AI fit scoring on LinkedIn.
  • Product and capability: Leadspace added upcoming AI Agents capability.
  • Messaging and positioning: Rebuilt the homepage around a GTM Data Intelligence Cloud and replaced legacy suite names with intelligence, signals, profiles, and compliance modules.
• Lusha — lusha.com
  • Integrations and APIs: Lusha added integrations with Claude, ChatGPT, Gemini, and Perplexity under a new AI Tools category.
  • Product and capability: Introduced Lusha Workspace and Plays for contact management, CRM-adjacent enrichment, signals, job-change reactivation, and Salesforce or HubSpot auto-enrichment workflows.
  • Product and capability: Lusha expanded contact database coverage from 280M+ to 300M+ verified contacts.
• Ocean.io — ocean.io
  • Pricing and packaging: Removed the $79 monthly starting price and pricing transparency section, shifting buyers away from self-serve price anchoring.
  • Security, compliance and access: Added a Security section with SOC 2 Type II and GDPR certifications, strengthening enterprise trust claims for data-driven GTM buyers.
  • Product and capability: Ocean.io updated data coverage to 67M+ company profiles and 100+ data points.
• Salesintel — salesintel.io
  • Product and capability: Salesintel added Rep Dashboard (RepIntel) module for account prioritization and next-best-action guidance.
  • Product and capability: Salesintel introduced free Weekly Intent Signals email updates on five ICP companies.
  • Product and capability: Salesintel added attribution dashboard and pipeline reporting linking agent actions to revenue.
• Scalelist — scalelist.com
  • Integrations and APIs: Launched HubSpot, Salesforce, Zapier, Make, public API, and MCP connectivity, expanding from lead lookup into workflow and agent integration.
  • Product and capability: Scalelist Increased B2B email and mobile number coverage from 90% to 95%.
  • Product and capability: Scalelist Increased available data points from 10+ to 15.
• Seamless.ai — seamless.ai
  • Integrations and APIs: Seamless.ai added Automation Network capabilities: Bulk Credits, MCPs, and Connectors.
  • Product and capability: Added Engagement Hub capabilities for emailing, calling, and social selling, extending the product from data access into seller execution workflows.
  • Security, compliance and access: Added Security & Compliance messaging covering SOC 2 Type II, ISO 27001, GDPR, and CCPA for enterprise procurement reassurance.
• Snov.io — snov.io
  • Pricing and packaging: Reframed the Starter plan around profitability with a 50% first-month discount and countdown timer, signaling more aggressive conversion packaging.
  • Product and capability: Snov.io added Email Accounts product with automated domain setup, SPF/DKIM/DMARC config, and inbox warming.
  • Product and capability: Snov.io removed Portuguese, Simplified Chinese, Ukrainian, and Spanish from the language selector.
• Uplead — uplead.com
  • Product and capability: Added a done-for-you outbound cold email service powered by UpLead data, moving from data access toward managed campaign execution.
  • Product and capability: Expanded the lead database from 180M+ to 200M+ verified leads, increasing claimed data scale for prospecting buyers.
• Vainu — vainu.com
  • Integrations and APIs: Vainu added Microsoft Copilot integrations, clarifying ecosystem fit for buyers evaluating workflow coverage.
• Wiza — wiza.co
  • Product and capability: Added AI Research for prospecting with live web data and Wiza insights, expanding enrichment into research-assisted prospect discovery.
• Zoominfo — zoominfo.com
  • Product and capability: Repositioned as an AI platform for GTM teams while adding MCP, ChatGPT integration, and AI Sales Coach around verified B2B intelligence.
  • Product and capability: Zoominfo replaced Digital Advertising with Ads Audiences and Lead Enrichment with CRM Enrichment.

No material public-web move found

These competitors were included in the quarterly sweep, but no material public-web moves showed up during the window.

• 6sense — 6sense.com
• Adapt.io — adapt.io
• Bettercontact — bettercontact.rocks
• Bookyourdata — bookyourdata.com
• Clearbit — clearbit.com
• Cognism — cognism.com
• Contactout — contactout.com
• Crunchbase — crunchbase.com
• Hunter — hunter.io
• Kaspr — kaspr.io
• Lead411 — lead411.com
• Peopledatalabs — peopledatalabs.com
• Rocketreach — rocketreach.co
• Business — business.linkedin.com
• Signalhire — signalhire.com
• Surfe — surfe.com

Prior quarter files

This is the first generated quarterly file for this category.

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