B2B data providers
Ken is our productZoomInfo vs Lusha: Which Is Better in 2026?
Pick Lusha if you want published prices, a free plan with 40 credits a month and monthly billing. Pick ZoomInfo if a larger sales and marketing team needs intent, website visitors and workflows and can sign an annual contract.
Ken is our product. Every fact about other tools comes from their public pages on the date shown.
The Verdict
ZoomInfo or Lusha?
Ken's view, from each vendor's public pages checked Oct 17, 2026.
Pick ZoomInfo if
- You need buyer intent and website visitor tracking, on Copilot Advanced and up.
- You want workflows and exports into Outreach or Salesloft from one platform, on Copilot Advanced and up.
- You buy on annual contracts for a larger team.
Pick Lusha if
- You want to see prices first, from $37.45 a month billed yearly.
- You want a free plan with 40 credits a month, against 10 on ZoomInfo Lite.
- You want monthly billing, with unused credits rolling over on Pro and Premium.
At a Glance
In short Of the 10 features below, ZoomInfo has 7 and Lusha has 9 in full, from each vendor's public pages checked Oct 17, 2026.
| Feature | ZoomInfo | Lusha | Ken(ours) |
|---|---|---|---|
| Free plan or free credits | Yes - ZoomInfo Lite, 10 credits a month; GTM AI gives 1,000 data credits at signup | Yes - 40 credits a month, 1 seat, no card | Yes - 1,000 credits once, no card |
| Unlimited users on one plan | No - paid plans priced per license, with a seat minimum | Partial - only on the custom Scale plan; Pro includes 2 seats, Premium 5 | Yes - Platform includes unlimited seats and workspaces |
| Work email finder | Yes - 1 credit per exported profile | Yes - 1 credit per verified email; says it has 165M+ verified emails | Yes - 250M people and 24M companies; search is free, 1 credit ($0.02) per valid email found, charged only on success |
| Mobile and direct-dial numbers | Yes - mobile and direct dials from Professional up | Yes - 5 credits per phone number; says it has 117M+ verified phone numbers | No - work emails only |
| Email verification built in | Partial - emails in its data are verified; no bulk list verifier | Yes - reveals verified emails; states 98% email accuracy | Yes - uploaded lists verified free on Platform (fair-use rate limits apply) |
| Browser extension | Yes - Chrome extension, also on Lite | Yes - Chrome extension for LinkedIn, Sales Navigator and company sites | No |
| CRM integration (HubSpot, Salesforce) | Yes - Salesforce, HubSpot and more from Professional; HubSpot on Lite | Yes - HubSpot and Salesforce on all plans; Pipedrive, Zoho, Dynamics and more | Partial - email events one way to HubSpot, Salesforce, Pipedrive, Attio, Close and GoHighLevel through OutboundSync; native two-way sync coming |
| Buyer intent data | Yes - on Copilot Advanced and up; Streaming Intent is an add-on | Yes - 26 dated buying signals, including LinkedIn activity intent and website traffic | Coming - Signals |
| API access | Yes - GTM AI API, MCP and CLI, pay-as-you-go credits | Yes - all plans; strict rate limits on Free and Starter, full access from Pro | Yes - Ken API and Ken MCP server |
| Built-in email outreach | Partial - AI-drafted emails sent through Gmail, Outlook, Outreach or Salesloft | Yes - Engage email sequences from Gmail or Outlook, up to 1,000 emails a day | Yes - Campaigns over email and LinkedIn, 200,000 sends a month on Platform |
Rows are the features buyers compare in B2B data providers. Sources are listed at the end of the page.
How Much Do ZoomInfo and Lusha Cost?
In short ZoomInfo has no public subscription price and sells pay-as-you-go credits, priced below. Lusha's lowest paid plan is Starter, $49.90 a month ($37.45 billed yearly).
| Tool | Plan | Monthly | Billed yearly (per month) | Unit |
|---|---|---|---|---|
| ZoomInfo | ZoomInfo Lite | $0 | $0 | Flat |
| Includes10 contact credits a month, 25 with Community Edition; Search, exports, Chrome extension and mobile app; WebSights Lite: up to 10 website visitor reveals a day; Business email required; not open to current or past paid customers | ||||
| ZoomInfo | Professional | Contact sales | Contact sales | Custom |
| IncludesMobile numbers and business emails; Chrome extension and mobile app; CRM integrations (HubSpot, Salesforce and more); AI email generation and intelligent dialing | ||||
| ZoomInfo | Copilot Advanced | Contact sales | Contact sales | Custom |
| IncludesEverything in Professional; Buyer intent signals and website visitors; Account Fit Score, champion tracking and job-change alerts; Workflows for automated outreach, export to Outreach or Salesloft | ||||
| ZoomInfo | Copilot Enterprise | Contact sales | Contact sales | Custom |
| IncludesEverything in Copilot Advanced; Real-time buyer intent and custom intent signals; Custom integrations and advanced workflows; Dedicated customer service manager and white-glove onboarding | ||||
| ZoomInfo | GTM AI (API, MCP and CLI) | Pay as you go | Pay as you go | Usage tiers |
| Includes1,000 data credits and 1,000 AI credits free at signup, no card; Data credits $0.38 each at the $1,000 spend tier; AI credits $0.05 each, flat rate; Search, lookup and find similar never use credits; Top-ups from $20, no contract or seat fees | ||||
| Lusha | Starter | $49.90 | $37.45 | Flat |
| Includes400 credits a month; 1 seat; Chrome extension, HubSpot and Salesforce; API with strict rate limits | ||||
| Lusha | Pro | $69.90 | $52.45 | Flat |
| Includes600 credits a month, more on the credit slider; 2 seats included, up to 10; Full API access; Data Waterfall enrichment | ||||
| Lusha | Premium | $399.90 | $299.95 | Flat |
| Includes3,400 credits a month, more on the credit slider; 5 seats included, up to 25; Full API access; Data Waterfall enrichment | ||||
| Lusha | Scale | Contact sales | Contact sales | Custom |
| IncludesCustom credits on an annual contract; Unlimited seats; Per-user credit limits | ||||
Prices in USD from each vendor's pricing page: ZoomInfo checked Oct 17, 2026, Lusha checked Oct 17, 2026.
- ZoomInfo: Contact sales: Professional, Copilot Advanced and Copilot Enterprise have no public price. ZoomInfo quotes on features, number of licenses and credit usage.
- ZoomInfo: One credit is used per exported contact or company profile, whether from the platform, the Chrome extension or an integration's API call. Packages include a set number of monthly credits, and more can be added.
- ZoomInfo: Paid plans are billed annually and include a minimum number of seats; ZoomInfo says there is no standard monthly option.
- Lusha: A verified email costs 1 credit and a phone number costs 5 credits. Searching is free.
- Lusha: One credit balance covers the Workspace, Chrome extension, API and MCP server.
- Lusha: Pro and Premium prices are the lowest step of a credit slider: Pro goes up to 3,200 credits a month and Premium up to 10,000.
What Are the Key Differences Between ZoomInfo and Lusha?
In short 7 differences that change which tool fits, each from the vendors' own pages.
| Topic | ZoomInfo | Lusha |
|---|---|---|
| Public prices | None for Professional or the Copilot plans | Starter $49.90 a month or $37.45 billed yearly; Pro $69.90 or $52.45 |
| Contract | Annual, with a seat minimum | Monthly or annual; Scale is a custom annual plan |
| Free plan | ZoomInfo Lite, 10 credits a month | 40 credits a month for 1 seat |
| Phone numbers | From Professional; it says it has 135M+ direct dials | 5 credits each; it says it has 117M+ verified numbers |
| Intent | Buyer intent and website visitors on Copilot Advanced and up; ZoomInfo says it tracks 4,500+ topics | 26 dated buying signals, including LinkedIn activity and website traffic |
| Seats | Per license, with a minimum | 1 to 5 included by plan; unlimited only on Scale |
| Email sending | AI-drafted emails sent through Gmail, Outlook, Outreach or Salesloft | Engage sequences, up to 1,000 emails a day |
Or Skip Both: Ken
In short Ken Search covers 250M people and 24M companies, searchable by title, seniority, company and location.
Ken's Free plan gives 1,000 credits once, with no card. Platform is $200 a month, or $160 a month billed yearly, with 200,000 sends and 5,000 credits a month and unlimited seats and workspaces.
- Search 250M people and 24M companies.
- Search is free; you pay only for valid emails found, 1 credit ($0.02) each.
- Company and person enrichment is free.
ZoomInfo vs Lusha FAQ
Is Lusha cheaper than ZoomInfo?
Lusha publishes its prices, from $37.45 a month billed yearly for 400 credits a month. ZoomInfo sells Professional and its Copilot plans by quote on annual contracts with a seat minimum.
Do ZoomInfo and Lusha have free plans?
Both do. ZoomInfo Lite gives 10 credits a month and is closed to current or past paid customers. Lusha's free plan gives 40 credits a month for 1 seat, with no card.
Which has intent data?
ZoomInfo has buyer intent plus website visitors on Copilot Advanced and up, and says it tracks 4,500+ topics. Lusha lists 26 dated buying signals, including LinkedIn activity intent and website traffic.
The new Ken opens to the waiting list in batches.
Related
Sources
Changelog
- Page published.