Apollo.io vs Lusha
Both tools are listed under Lead Enrichment & Waterfall Orchestration, and both have been fact-checked by a named editor. This page lines up their structured data and quotes each review’s limitations and pricing notes; it does not pick a winner.
Apollo.io
B2B sales intelligence and engagement platform combining a 275M+ contact database with built-in multi-channel sequencing and enrichment workflows.
Pricing: Free plan · $49–$119/seat/mo · Enterprise plan · Autonomy: L3 · Conditional automation · Moat: 4.6/5.0 (Proprietary moat (category leader))
Target fit: B2B SaaS (Web SaaS)
Lusha
B2B intelligence platform delivering verified direct dials, work emails, and firmographic enrichment via browser extensions, APIs, and AI integrations.
Pricing: Free plan · $0/mo · Enterprise plan · Autonomy: L2 · Workflow copilot · Moat: 4.4/5.0 (Proprietary moat (category leader))
Target fit: B2B SaaS, DTC / eCommerce, Enterprise Brands (Browser Extension)
How Apollo.io and Lusha differ
- AI autonomy: Apollo.io is rated L3 · Conditional automation, Lusha L2 · Workflow copilot on the MarTechRadar scale.
- Delivery: Apollo.io is a Web SaaS product; Lusha is a Browser Extension product.
- Apollo.io was founded earlier (2015) than Lusha (2016).
- Headquarters: Apollo.io in San Francisco, United States, Lusha in Tel Aviv, Israel.
Computed from the fields below. Only editor-verified ratings and vendor-sourced prices are compared.
Side-by-side facts
| Field | Apollo.io | Lusha |
|---|---|---|
| Subtrack | Lead Enrichment & Waterfall Orchestration | Lead Enrichment & Waterfall Orchestration |
| Pricing | Free plan · $49–$119/seat/mo · Enterprise plan | Free plan · $0/mo · Enterprise plan |
| Pricing model | Freemium | Freemium |
| Free access | Free plan | Free plan |
| Enterprise plan | Yes | Yes |
| AI autonomy level | L3 · Conditional automation | L2 · Workflow copilot |
| Moat tier | Proprietary moat (category leader) | Proprietary moat (category leader) |
| Delivery | Web SaaS | Browser Extension |
| Audience | B2B SaaS | B2B SaaS, DTC / eCommerce, Enterprise Brands |
| Headquarters | San Francisco, United States | Tel Aviv, Israel |
| Fact-checked | Jiacky Lee, Oct 6, 2026 | Jiacky Lee, Oct 4, 2026 |
Apollo.io vs Lusha: TCO & constraint stress test
Test how both tools behave under your team size, monthly budget ceiling, CRM ecosystem, and governance guardrails.
Apollo.io
Low Procurement Risk · Strong Fit- Published Self-Serve Entry Floor: Apollo.io publishes a transparent entry point (Free plan · $49–$119/seat/mo · Enterprise plan) with a free tier for initial validation before committing.
- Linear Per-Seat Scaling (5 Seats × $49/seat/mo): Base license scales linearly with operator headcount ($245/mo for 5 seats on Basic).
- Primary Operational Bottleneck: Direct-Dial Data Freshness: Mobile direct-dial accuracy degrades in specialized technical verticals, requiring third-party verification to avoid high bounce rates.
Walk-Away Rule: Walk away if your workflow requires uncapped enterprise volume on the Free plan · $49–$119/seat/mo · Enterprise plan entry plan without upgrading tiers.
Negotiation Lever: Validate exact quota thresholds (seats, credits, or API calls) included in Apollo.io's Free plan · $49–$119/seat/mo · Enterprise plan tier before converting from monthly to annual billing.
Lusha
Conditional Fit · Contract & Stack Caveats- Opaque Enterprise Quoting vs. SMB/Mid-Market Budget: Lusha does not disclose a public self-serve floor (Free plan · $0/mo · Enterprise plan). Buyers with a $800/mo cap face high sales-qualification friction.
- Published Self-Serve Entry Floor: Lusha publishes a transparent entry point (Free plan · $0/mo · Enterprise plan) with a free tier for initial validation before committing.
- Tier Fit for 5-Seat Scale: Entry / Starter ($37/mo): Verified $37/mo published rate on vendor pricing schedule.
- Primary Operational Bottleneck: Direct-Dial Decay: Mobile number accuracy degrades rapidly in volatile turnover sectors, requiring manual validation when contact records drift past thirty-day refresh cycles.
Walk-Away Rule: Walk away if your workflow requires uncapped enterprise volume on the Free plan · $0/mo · Enterprise plan entry plan without upgrading tiers.
Negotiation Lever: Validate exact quota thresholds (seats, credits, or API calls) included in Lusha's Free plan · $0/mo · Enterprise plan tier before converting from monthly to annual billing.
Limitations
Apollo.io
Operational considerations and platform boundaries include: Direct-Dial Data Freshness: Mobile direct-dial accuracy degrades in specialized technical verticals, requiring third-party verification to avoid high bounce rates.Full limitations in the Apollo.io review
Lusha
Operational considerations and platform boundaries include: Direct-Dial Decay: Mobile number accuracy degrades rapidly in volatile turnover sectors, requiring manual validation when contact records drift past thirty-day refresh cycles.Full limitations in the Lusha review
Pricing notes
Apollo.io: Free plan · $49–$119/seat/mo · Enterprise plan
Apollo.io structures its commercial tiers through a per-seat subscription model paired with export credit allocations. Entry-level paid access begins at $49 per user monthly, providing sequence automation and baseline contact credits.Pricing details in the Apollo.io review
Lusha: Free plan · $0/mo · Enterprise plan
The commercial framework employs credit-metered licensing based on contact reveals and export quotas. Lusha provides a permanent entry tier starting at $0 per month for basic individual evaluation with restricted monthly credits.Pricing details in the Lusha review
Frequently asked questions: Apollo.io vs Lusha
How does Apollo.io pricing compare to Lusha in 2026?
Apollo.io is listed at Free plan · $49–$119/seat/mo · Enterprise plan (freemium, free plan), whereas Lusha is listed at Free plan · $0/mo · Enterprise plan (freemium, free plan).
How do Apollo.io and Lusha compare on AI autonomy and moat depth?
On the MarTechRadar L1–L5 scale, Apollo.io is rated L3 · Conditional automation with a Proprietary moat (category leader) moat (4.6/5.0), while Lusha is rated L2 · Workflow copilot with a Proprietary moat (category leader) moat (4.4/5.0).
Which teams are Apollo.io and Lusha built for?
Apollo.io is a Web SaaS product in Lead Enrichment & Waterfall Orchestration designed for B2B SaaS. Lusha is a Browser Extension product in Lead Enrichment & Waterfall Orchestration designed for B2B SaaS, DTC / eCommerce, Enterprise Brands.
What are the main limitations of Apollo.io vs Lusha?
For Apollo.io: Operational considerations and platform boundaries include: Direct-Dial Data Freshness: Mobile direct-dial accuracy degrades in specialized technical verticals, requiring third-party verification to avoid high bounce rates. For Lusha: Operational considerations and platform boundaries include: Direct-Dial Decay: Mobile number accuracy degrades rapidly in volatile turnover sectors, requiring manual validation when contact records drift past thirty-day refresh cycles.
Excerpts are quoted verbatim from each fact-checked review. Last updated Oct 6, 2026.