Apollo vs Lusha vs Cognism: Best Contact Data for Sales Reps (2026)
You need contact data. Apollo, Lusha, and Cognism are the three tools sales reps compare. Each wins in a different scenario. Here's the honest breakdown.
Quick Comparison
| Tool | Score | Starting Price |
|---|---|---|
| Apollo.io | 8.6/10 | Free / $49/mo |
| Lusha | 7.5/10 | Free / $29/mo |
| Cognism | 7.8/10 | Custom pricing |
In This Guide
The all-in-one that works. Data plus sequencing plus dialer in one platform. The free tier is useful. Data quality is good in the US, weaker internationally. If you want one tool for prospecting and outreach, Apollo is the default choice for a reason.
- Massive database with generous free tier
- Built-in email sequencing and dialer
- Exceptional value vs. competitors
- Email accuracy lower than ZoomInfo for enterprise contacts
- UI can feel overwhelming with so many features
- Phone numbers less reliable than dedicated providers
Chrome extension, instant results, simple. Lusha does one thing well: give you a phone number or email when you're looking at a LinkedIn profile. But the database is smaller, credits burn fast, and you'll hit walls outside the US. Best for reps who need quick lookups, not bulk list building.
- Simple and fast Chrome extension
- Good direct dial accuracy
- Affordable entry point for small teams
- Smaller database than Apollo or ZoomInfo
- Limited workflow automation
- Credit-based model gets expensive at scale
If you sell into Europe, Cognism's data is noticeably better than Apollo or Lusha. GDPR-compliant mobile numbers that you can call without worrying about compliance. Diamond Data verification means the numbers are phone-verified. But the price locks out small teams, and North American coverage doesn't match Apollo.
- Best EMEA data coverage in the market
- Phone-verified Diamond Data for direct dials
- GDPR and CCPA compliant by design
- Weaker North American coverage than ZoomInfo or Apollo
- No free tier and pricing isn't transparent
- US-focused teams often find better options elsewhere
Frequently Asked Questions
Which is cheapest: Apollo, Lusha, or Cognism?
Apollo's free tier gives you 10,000 email credits per month. Lusha has a free plan with 5 credits per month. Cognism doesn't offer a free tier and starts at $15K+/year. For budget-conscious reps, Apollo is the clear winner. Lusha's paid plans start at $29/user/month, which is competitive but credits deplete fast with heavy use.
Is Apollo's data accurate enough for outbound?
For US contacts, yes. Email accuracy is strong, and direct dials are improving. For European or APAC contacts, accuracy drops. If more than 30% of your prospects are outside the US, test Apollo against Cognism on a sample list before committing. Most US-focused reps find Apollo's data more than sufficient.
Can Lusha replace Apollo for a sales team?
Only if your team does quick one-off lookups and doesn't need sequencing. Lusha doesn't have built-in email sequences, a dialer, or workflow automation. It's a lookup tool, not a platform. Teams that try to use Lusha as their primary data source usually end up adding Apollo or ZoomInfo for bulk prospecting.
Why is Cognism so expensive compared to Apollo and Lusha?
Phone-verified mobile numbers cost money to produce. Cognism's Diamond Data process involves calling numbers to verify they're active, which is expensive at scale. You're also paying for GDPR compliance infrastructure and European data coverage that Apollo and Lusha don't match. If you sell into EMEA, the premium pays for itself in connect rates. If you don't, it's wasted budget.