Apollo.io vs Unify (2026): which should you pick?
As of Nov 13, 2026, we pick Apollo.io: it is third in our ranking of lead and email finders, and they share a 2.4 GPA.
Checked Oct 17, 2026 and Nov 13, 2026 · graded Oct 17, 2026 and Nov 13, 2026 by ToolGPA
Apollo.io grades higher on features. Unify grades higher on value for money. They get the same grade on the free plan, ease of use and platforms.
Price, platforms and features side by side. The table says where each price was read and when.
Apollo.io
B2B contact database with built-in email sequences and a dialer
Unify
AI outbound platform for prospecting, signals and sequencing
Which one is for you
Pick Apollo.io if
- Fits if you want to find people and email them from the same account
- Works for founders trying outbound on a free plan with 2 sequences and 250 emails a day
Look elsewhere if
- Pricey if you call a lot, since each phone number eats 8 credits
- Tight if your usage is lumpy, as unused credits expire at the end of each cycle
- Not for you if you want some reps on cheaper seats, since every seat must be on the same plan and Organization needs 3
- Watch out: downgrades take effect at once with no refund, and annual plans can't move to monthly mid-term
- Pricey if you want inbound visitor identification, at $119 to $639 a team a month on top of a plan, billed yearly
Pick Unify if
- Fits if you are a small team that wants prospecting and sequencing under one login
- Works for people who want to start on a free plan with up to 3 seats
Look elsewhere if
- Tight if you stay free, as credits are limited and extra credits are for paid plans only
- Skip it if you need website intent or an open API, as those are Business features
- Watch out: managed mailboxes are Business only, at $25 per mailbox a month
- Pricey if you scale seats, as Pro is $60 per seat a month
How we grade them
| 2.4GPAApollo.ioFair | 2.4GPAUnifyFair | |
|---|---|---|
| Value for money | C$245 a month for five on Basic, billed yearly: $49 a seat, right at this category's dearer quarter ($49). That buys 30,000 credits a seat a year, about 2,500 a month each, pooled, at 1 credit an email and 8 a phone number. | BBase is $20 per seat a month billed monthly, under the $33.25 the cheaper quarter charges, with 800 credits a seat. Pro is $60 per seat. |
| Free plan and trial | CA free plan for good with 900 credits a seat a year, 2 sequences and 250 emails a day, plus a 14-day trial of the paid plans. But 900 a year is 75 a month, a cap you'll hit if you prospect every day. | CA free plan for up to 3 seats with limited credits, and a 14-day Pro trial with no card. You will hit the credit cap. |
| Features | BAbout 240 million contacts with emails and phone numbers, waterfall enrichment, unlimited sequences, a dialer, call recording and a Chrome extension. It covers the whole job, and the outreach after it. | CProspecting, signals, sequencing, enrichment and CRM sync. Website intent, product signals, open API and read-write CRM sync are Business only. |
| Ease of use | CNo App Store rating on record. It's a big web app with a database, sequences, mailboxes and a dialer, so expect a learning curve before it pays off. | CNo store rating on record. You connect mailboxes, CRM and signals before it works. |
| Platforms and integrations | BWeb and a Chrome extension that works on LinkedIn, Gmail and CRMs, with Salesforce, HubSpot, Pipedrive, Outreach, Salesloft and Slack. No desktop or phone apps on record. | BWeb app and extension, with five listed integrations. The open API is Business only. |
| Best for | contact data and outreach in one account | AI-assisted outbound prospecting |
The GPA is the average of the five grades: an A is 4 points, an F is none. The full reasons are on each tool's page: Apollo.io and Unify. How we grade
Price against what you get
Apollo.io starts at $49 a month for each person and scores 2.7 out of 4 on features, ease of use and platforms. Unify starts at $20 a month for each person and scores 2.3.
Apollo.io scores higher, and starts $29 a month higher: the question is whether the extra is worth that to you. Of the other lead and email finders on the chart, 1 scores higher than Apollo.io for less, and 1 scores higher than Unify for less.
Features, ease of use and platforms, averaged
What paid plans start at, a month (each step along is roughly double) →
- The best score at each price
- Has a free plan
- No free plan
Where they differ
- Apollo.io also covers web clipper and email campaigns.
- Unify also covers marketing automation and AI agents.
At a glance
| Apollo.io | Unify | |
|---|---|---|
| Pricing | Free plan | Free plan |
| Starts at | $49 per seat / month, billed annually | $20 per seat / month, billed monthly (Base) |
| Free plan | 900 credits per seat a year, granted monthly, 2 sequences, basic filters, 250 emails a day from 1 mailbox, and the Chrome extension. | Limited credits, up to 3 seats, 1.1B+ people and 65M+ companies, sequencing and a click-to-call dialer. |
| Free trial | 14-day trial of Basic or Professional with 75 credits | 14-day free trial of Pro, no credit card required |
| Web | ||
| Browser extension | ||
| Made by | ZenLeads Inc. (Apollo.io) | Unify |
| Price read from | apollo.io | unifygtm.com |
| Checked | Oct 17, 2026 | Nov 13, 2026 |
Worth knowing
Apollo.io
- Phone numbers cost 8 credits each against 1 for an email, and unused credits expire at the end of each billing cycle.
- All seats on an account must be on the same plan, and Organization requires at least 3 seats.
- Downgrades take effect at once with no refund, and annual plans cannot move to monthly mid-term.
- Inbound visitor identification costs $119 to $639 per team a month on top of a plan, billed annually.
Unify
- Credits are used for data and actions, and extra credits can be added only on paid plans.
- Free plan allows 3 seats and limited credits.
- Managed mailboxes are Business only at $25 per mailbox a month.
- Website intent, product signals, open API and SSO are Business-plan features.
Key features
Apollo.io
- Contact and company database
- Search about 240 million contacts and 30 million companies by title, company, intent topics and other filters. Paid plans unlock advanced filters.
- Credits for emails and phones
- Revealing a verified email costs 1 credit and a phone number 8. Credits are pooled across the team, reset each billing cycle and do not roll over.
- Email sequences
- Multi-step outreach from connected mailboxes. The free plan allows 2 sequences and 250 emails a day; paid plans add unlimited sequences and any email provider.
- Chrome extension
- Shows emails and numbers for people on LinkedIn, company websites, Gmail and CRMs, and adds them to lists or sequences. Works on every plan.
- Enrichment and waterfall
- Fill in missing fields for CSV files, CRM records and API calls. From Basic, waterfall enrichment checks partner sources when Apollo has no match.
- Dialer and call recording
- A US dialer billed in credits, call recording with AI insights, and an Advanced Dialer add-on with parallel and international calling.
Unify
- Agentic prospecting
- Chat prompts build lists and research accounts using frontier AI models and data on 1.1B+ people and 65M+ companies.
- Signals
- Tracks job changes, hiring, tech stack, funding, social and warm-intro paths; website intent is on Business.
- Sequencing
- Multi-channel sequences with AI copywriting and a click-to-call dialer; a power dialer is on Business.
- Enrichment
- Email and phone enrichment from 40+ data sources, paid in credits.
- CRM sync
- HubSpot and Salesforce are read-only on Pro and read-write on Business.
Plans
Apollo.io
Free$0
900 credits per seat a year, granted monthly. 2 sequences, basic filters, 25-record selection limit and 250 emails a day.
Basic$49
per seat / month, billed annually, 30,000 credits a seat a year
Unlimited sequences, advanced filters, CRM integrations, waterfall enrichment, email warmup and the US dialer (credits apply).
Professional$79
per seat / month, billed annually, 48,000 credits a seat a year
Adds A/Z testing, AI lead scoring, 4,000 minutes of call recording with AI insights and more automated workflows.
Organization$119
per seat / month, billed annually, 72,000 credits a seat a year
Minimum 3 seats. Adds 12 intent topics, 8,000 recording minutes, unlimited inbound routers, SSO and advanced security.
Unify
Free$0
Limited credits, up to 3 seats, multi-channel sequencing and standard models.
Base$20
per seat / month, billed monthly
800 credits per seat a month, unlimited seats, phone and email enrichment, AI email copywriting.
Pro$60
per seat / month, billed monthly
2,400 credits per seat a month, plus read-only HubSpot and Salesforce sync and Slack notifications.
BusinessCustom
Billed annually with a workspace credit pool, website intent, automations, read-write CRM sync; sold through sales.
Ways to pay less
Apollo.io
- Annual discount
Save 24% with annual billing
Apollo's pricing page shows a 24% saving on paid plans when billed annually instead of monthly.
- Startups
50% off for a year for early-stage startups
Startups with fewer than 20 employees, no Apollo subscription and a link to a partner program get 50% off Basic or Professional for a year, up to 5 seats.
Unify
No public discounts listed.
Common questions
Which is cheaper, Apollo.io or Unify?
As of Nov 13, 2026, Unify is cheaper to start with: $20 a month for each person, against $49 a month for each person for Apollo.io. Apollo.io starts at $49 per seat / month, billed annually, and Unify starts at $20 per seat / month, billed monthly (Base).
Which has a free plan, Apollo.io or Unify?
As of Nov 13, 2026, both Apollo.io and Unify have a free plan.
More comparisons
How this page was made
- The verdict at the top follows a fixed rule. When both tools are in the same category and either is in our top three for it, the verdict follows that ranking: the higher-placed tool is our pick. The top three weigh who each tool suits as well as its grades, so a pick can go against the GPA. Otherwise the page does not pick one and says which grades higher: the higher GPA first; on a tie, the one with a free plan, then the one that starts cheaper in dollars a month, counted the same way for both; if they are still level, what the choice depends on.
- The grades are our own, from each tool’s review or report card. The GPA is their average.
- Prices, plans and platforms come from each tool’s listing. The table above says where each price was read and when.
- The differences and the answers to the questions are worked out from those listings.