Lusha vs ZoomInfo: Which B2B Data Platform Wins in 2025?

Choosing between Lusha vs ZoomInfo?

Both are reputable B2B contact and company data tools, but depending on your team size, sales model, and market focus, one may suit your business better.

Let’s break down how they compare in terms of key features, pricing, and data coverage 👇

TL;DR 

Choosing between Lusha and ZoomInfo depends on your team size, budget, and data requirements. Here’s a quick breakdown:

• ZoomInfo offers a powerful, enterprise-grade platform with deep data, advanced segmentation, and intent signals. Still, the extra costs add up, and many SMBs and midsize businesses might struggle to see ROI.

• Lusha is more affordable and easier to use, with a simple Chrome extension and fast access to contact data. However, its core prospecting capabilities are limited to the most expensive ‘Premium’ and ‘Scale’ packages.

• Both rely on credits, which can restrict data access and lead to unexpected costs mid-quarter.

If you need compliant, mobile-first, and internationally accurate B2B data, Cognism is a smarter alternative:

• Diamond Verified® mobile numbers and emails for the US, UK and EMEA regions.

• GDPR, CCPA, and DNC compliance are built-in (not an add-on).

• Unlimited data views and exports, no credit caps.

• Bombora-powered intent signals are included on all plans.

• Seamless CRM and sales tool integrations (not an add-on).

• Transparent pricing with no hidden platform fees.

• Best-in-class support with a 20-second average live chat response.

Cognism helps sales teams connect with the right buyers faster and ensures they do it compliantly.

Here’s a breakdown of how all three compare: 

Book a demo to learn how Cognism can help you maintain data accuracy, minimise wasted efforts, and support revenue operations:

Feature comparison: ZoomInfo vs Lusha

ZoomInfo features:

ZoomInfo offers a suite of business tools to help teams prospect, find talent or increase ROI. These tools are called:

• SalesOS.

• MarketingOS.

• TalentOS.

ZoomInfo features include:

• Copilot 
• ZoomInfo Chrome Extension, engagement apps and integrations
• Display advertising, website chat, and form management.
• Company insights and buying intent signals.
• Sourcing intelligence with candidate alerts and company scoops.

But who is ZoomInfo best for?

Enterprise businesses with complex sales motions focused on the US market are best suited to ZoomInfo’s data.

The tool offers comprehensive insights that include intent, technographics and integrated engagement workflows.

What are the pros of using the ZoomInfo app?

The ZoomInfo tool has a large dataset with powerful filtering and intent/forecasting tools.

What are the cons of using the ZoomInfo app?

ZoomInfo may be expensive for smaller teams. Due to its suite of business tools, it may be complex to navigate and have a steep learning curve.

Users have been concerned with unclear contract renewal terms, and reviewers mention that ZoomInfo’s data is stronger in the US. 

Lusha features:

Lusha has several key features to help teams perform better throughout the sales process:

• Chrome Extension.
• Intent signals by Bombora.
• Email sequence automation.
• List management.
• CSV exports and integrations (dependent on the chosen package).

But who is Lusha best for?

Smaller teams and ICs who need fast email and phone contacts in the US benefit the most from using the Lusha database.

What are the pros of using the Lusha extension?

Lusha offers a simple UI and a useful free plan with add-on features like email sequence automation. 

What are the cons of using the Lusha extension?

Lusha uses a credit-based pricing model, with its core prospecting capabilities limited to the most expensive ‘Premium’ and ‘Scale’ packages.

But what if you’re looking for a smarter alternative?

One that combines international mobile coverage, strict compliance, and signal data, all in a single platform.

That’s where Cognism comes in 👇

“I would 100% recommend Cognism. Compliance is a big factor, along with data quality. We truly believe Cognism’s data quality is incomparable. When you have this and a positive sales experience, it’s very easy to recommend it to others.”

Read the full case study

23%

increase in call connect rate

Dan Orbach
Head of Sales & Partnerships @UpCloud

Cognism is built for modern go-to-market teams that need accurate contact data and international compliance from day one.

Its platform is designed to support revenue growth without the headaches of credit limits, extra compliance costs, or patchy mobile data.

Cognism features include:

• Sales Companion: Your revenue control centre comprises a web app and browser extension.
• High-quality and up-to-date global contact database. 
• Diamond Verified Phone Data®, which arms sales teams with phone-validated, factually correct mobile numbers.
• The best mobile phone number coverage in the US.
• The most complete data in the EMEA.
• Intent data powered by Bombora.
• Cognism with AI Search to save time when filtering your lists.
• Research by Cortex AI will skip ChatGPT guesswork with pre-built prompts that reveal your target accounts’ business model, strategy, revenue drivers, and competitors.
• Unrestricted views, plus unrestricted individual and page-level exports. (Subject to a generous fair usage policy.)
• Advanced contextual data points and sales trigger alerts.
• Browser extension that works across LinkedIn, CRMs, sales engagement tools and corporate website coverage.
• CRM and sales engagement integration tools are included in every package.

Whether you’re targeting decision-makers in the US or expanding into new markets, Cognism offers the compliant, mobile-first coverage your team needs to scale.

Request a demo to see how Cognism stacks up in real-time 👇

Pricing breakdown: Lusha vs ZoomInfo

Lusha pricing

Lusha pricing is based on credits per user. You get what you pay for: the features and number of records you can reveal and export depend on your subscription.

Packages for small businesses range from a free Starter plan with five credits per user a month to $29 and $51/mo per user with a limited number of credits.

You can cancel your plan anytime.

If you’re a 5+ team or an advanced user who needs integrations to CRM and SSO, you’ll need to opt in for the custom plan.

ZoomInfo pricing

ZoomInfo’s license pricing is more complex than Lusha’s and is only available after a consultation. 

It offers packages for recruiters, sales and marketing, customised solutions with integrations, segmentation features, and different data points as add-ons.

Unlike Lusha, ZoomInfo doesn’t offer monthly plans.

Lusha is more affordable than ZoomInfo, and its pricing is revealed upfront for smaller users.

Both providers rely on credit-based models, which may limit data views and exports. This may lead to paying unexpected fees for extra data, and teams may worry about wasting credits.

If ZoomInfo’s platform is too expensive, but Lusha’s doesn’t meet your needs to scale or operate more efficiently, other products will get the job done at an attractive price point. 

If you’re looking for a platform that delivers strong ROI without hidden costs, Cognism offers a refreshingly transparent pricing model, without credits, view limits or surprise overage fees.

Cognism offers two packages to suit your needs:

1. Grow, which offers essential contact and company data for prospecting.
2. Elevate combines Cognism’s high-quality data with advanced intelligence and actionable signals.

Both packages include:

• Contact and company data, including phone-verified Diamond Data® contacts.
• Target market analytics.
• Integrations with leading CRMs and engagement tools.
• No hidden platform fees: You only pay for licenses and add-ons.
• Onboarding and training: We ensure a smooth and successful start.
• Exceptional customer support: Get fast answers via live chat (20-second average response time) from our highly-rated support team (99% satisfaction score).

Unlike ZoomInfo, no expensive add-ons exist to access international data. And unlike Lusha, there’s no need to worry about running out of credits mid-quarter.

“We reviewed Cognism and tools like Lusha, Seamless.AI and ZoomInfo.” “I think from the outside, these tools look very advanced and fancy. They claim to be a 5-in-1 solution, or they can do anything we want to do.” “But we had a trial for one and discovered that the database was not very up to date. Compared to Cognism, it’s very old. The European database is not as strong as Cognism.” “In terms of pricing, they were very expensive, and everything is an ‘add-on’, so the packages alone are very limited. For example, you’d have to spend double the amount to get something as simple as a new filter.”

Read the full case study

85%

improvement in data quality and enrichment

Michael Wong
Head of Marketing @Plandek

Whether you’re a scaling team or an enterprise organisation, Cognism gives you predictable pricing and full platform access, designed to grow with you.

Why not get started with Cognism right away?

Here are 25 free leads for you!

Data quality: How do ZoomInfo and Lusha compare? 

As a business leader, you’ll want to know the number of email addresses and direct phone numbers ZoomInfo vs Lusha has.

It makes sense, after all, more data equals more leads.

Not true! Data quality matters more than volume.

Here’s an example:

Let’s say you sign a contract with a B2B data provider that boasts a vast database, but 50% of its emails bounce, and most of its contact numbers are incorrect or don’t exist.

That would be of no use to you, right?

It’s something to remember when comparing Lusha vs ZoomInfo.

Now, on to how Lusha and ZoomInfo’s databases compare:

• While both are extensive databases, ZoomInfo dominates with over 174 million email addresses and 94 million direct dials.
• At last count, Lusha was said to have more than 60 million email addresses and 50 million direct phone numbers.

In short, ZoomInfo has more emails and direct dials than Lusha.

And when it comes to the quality of that data? 

Well, that’s another story... 

Accurate, up-to-date contact and company data help SDRs and sales reps connect with decision-makers. That’s where sales intelligence platforms, like Lusha vs ZoomInfo, compete. 

• Lusha data uses a proprietary algorithm to filter unverified profiles to ensure reliable contact details. It also enriches the profiles with firmographic data and basic data types. 
• ZoomInfo data is more robust and expansive company information and various advanced data-related products and services. For example, it provides data enrichment features via traditional API to support large data needs and re-enrichment Webhooks that update contact information in real-time.

Despite their best efforts, no data provider is 100% correct in all areas. The data accuracy depends on a few variables, such as the industry or location.

ZoomInfo and Lusha check the accuracy of their B2B contact databases in different ways.

However, ZoomInfo’s advanced features may be overkill for smaller businesses looking to simply buy sales leads.

What if you could get high volumes of data and guaranteed quality?

Rather than relying on volume alone, Cognism takes a quality-first approach with Diamond Data®, an exclusive mobile data asset comprised of phone-verified mobiles that make it 3X more likely to connect with your ideal buyers.

Phone verification is an added benefit to the already stringent data verification process, ensuring you reach the right prospects in their current roles at the correct companies.

If the prospect hasn’t been verified yet, you can request that we verify it in less than 48 hours. 

But that’s not all. Every contact is checked against DNC lists in 13 countries (more than any other provider), giving sales teams the confidence to dial with compliance and accuracy.

It’s especially valuable if your team targets decision-makers in the US, UK, or Europe, where regulation is strict and connection rates matter more than database size.

With Cognism, you get access to:

• Phone-verified mobiles, not just landlines.

• Real-time data enrichment.

• Bombora-powered intent signals.

• Data coverage across key regions: US, EMEA, NAM, and APAC.

• All of it is GDPR- and CCPA-compliant by default.

“Because ZoomInfo takes so long to update accurate contacts, you might have the right contact information for an individual, but that individual hasn’t been at the company for six months. This doesn’t happen with Cognism." "Cognism helps us proactively reach some of our highest-value targets. Quality outbound has led to some of our most exciting opportunities.”

Read the full case study

100-200

new opportunities per week.

Darren Zawada
Operations Manager @demandDrive

If Lusha’s accuracy doesn’t hold up and ZoomInfo feels like overkill, Cognism gives you the best of both worlds: clean, compliant, and ready-to-sell data that scales with your business.

Lusha vs ZoomInfo: GDPR and CCPA compliance

ZoomInfo has a long history of ensuring compliance with CCPA and GDPR. Lusha is CCPA compliant and announced GDPR compliance in March 2023.

While Lusha is an official cleaner of the UK (TPS and CTPS) and the DNC, DNC list filtering is only available on Lusha’s highest package. 

CCPA is a California-wide data privacy law regulating how businesses handle state residents’ personal information. GDPR was passed in the EU and is the world’s most rigid privacy and security law.

Failing to comply with the rules can have severe implications for your business.

If compliance is your top priority, Cognism offers complete, built-in protection without needing add-ons or upgrades.

Cognism was built with GDPR and CCPA compliance from the ground up. Here’s how we go further:

• Automatic DNC filtering across 13 countries, including the US, Canada, and Australia.

• Full TPS and CTPS compliance in the UK.

• No B2C emails—only verified B2B contacts, reducing legal risk.

• Proactive database notifications and opt-outs to support regulatory best practices.

With Cognism, you don’t need to manually check lists or upgrade to access essential safeguards. Compliance is included by default on every plan.

“Our legal team reviewed ZoomInfo’s GDPR standards in Europe, which were not up to scratch. As a result, they removed the European team’s access to the platform, which massively impacted our sales output.”

Read the full case study

100-150 leads

per week per rep

Pierre Bourguignon
SDR Manager @Cloudreach

Lusha vs ZoomInfo: Who’s best for integrations?

Lusha’s integrations are limited compared to ZoomInfo’s.

Lusha offers one-click integrations with a few high-profile CRMs, email providers and sales tools.

In contrast, ZoomInfo has a marketplace with 10 CRMs, and you can browse apps in different categories. 

Seamless integrations that work where your team works

If your team relies on leading tools like Salesloft, Outreach, or HubSpot, Cognism fits right in.

We’ve prioritised building powerful, native integrations that streamline workflows, so reps can prospect, enrich, and engage without switching tabs.

Cognism offers:

• Two-way Salesforce integration: helps reps identify owned accounts, enrich contact records, and avoid duplicates, right from their CRM.

• Sales Companion: our in-platform Browser extension integrates with tools like Salesforce, Outreach, and HubSpot, letting users enrich records and access contact data without leaving their workflow.

• Flexible connection options: choose from native integrations or use Zapier to link Cognism with your broader GTM tech stack.

Whether scaling a sales team or tightening RevOps processes, Cognism helps you move faster by embedding high-quality data directly into the tools your team already uses.

“ZoomInfo’s plug-in took approximately 20 seconds to load a lead, and more often than not, the contact details were incorrect. This was a productivity drain. With Cognism, it’s either instant or takes four seconds. The plug-in’s velocity enables quick-fire prospecting.”

Read the full case study

5x

faster LinkedIn prospecting

Michael Iannuzzi
Director of Marketing & Sales Development @Salesloft

ZoomInfo vs Lusha: Who’s best for intent data?

“We use Bombora’s intent data in addition to Diamond Data®, and we’re winning clients as a result. We choose an intent topic and target 20 companies per week.” “Cognism is unique in providing the complete package of intent data and verified mobile numbers. It’s a game-changer.”

Read the full case study

$125K

of pipeline from Cognism data

Paul Donnachie
Sales Manager EMEA @Keboola

Market perception: What do users say about Lusha vs ZoomInfo?

When comparing Lusha vs ZoomInfo, real user feedback reveals a clear divide between simplicity and scale.

ZoomInfo is often praised for its sheer volume of data and advanced segmentation capabilities, particularly for US enterprise sales and marketing teams. On Reddit, one founder shared that ZoomInfo was instrumental in helping them generate over $1M in revenue, highlighting its strength for serious outbound teams.

However, not all reviews are glowing. Some users call out ZoomInfo’s steep pricing, aggressive contracts, and bloated technology. One reviewer on Reddit described it as “overpriced and truly lacks quality contact data,” with others noting that its UI and data access can feel overly complex, especially for smaller sales teams or early-stage companies.

Here’s a quote from one of Cognism’s customers, who made the switch from ZoomInfo to Cognism: 

“We previously used ZoomInfo and saw contact information accuracy rates of around 50%.” “When we tested Cognism’s data as part of the procurement process, we recorded data accuracy of around 85%.”

Read the full case study

10-15%

improvement in contact data deliverability

Justin Humphreys
Head of Revenue Operations @Bright Network

Stuck in a ZoomInfo contract and want out?

Cognism can help you make the switch 👇

By contrast, Lusha is frequently described as lightweight, accessible, and easy to use. 

It’s often favoured by smaller businesses and individual reps who need quick access to emails and phone numbers without going through a lengthy onboarding process. However, several users have noted issues with data freshness.

In a review by Avoma, one user mentioned that “some of the information…was outdated or fake,” a recurring theme in discussions about credit efficiency and contact validity. Another mentioned low data availability and extra credits, making the platform expensive for smaller businesses.

Then there’s Cognism, which tends to surface in user conversations around accuracy, compliance, and international reach, particularly in the UK and Europe. On Reddit, one user praised Cognism for its “better UK mobiles” and flagged that other tools, like Lusha, often returned landlines or outdated numbers.

Another commenter, working in sales operations, explained that their team used ZoomInfo for US outreach but relied on Cognism in Europe due to better mobile coverage and compliance standards.

That said, many Cognism users praise Cognism’s US data:

“Overall, Cognism had the most accurate contact details, and for US data alone, it was easily greater than 90% accuracy on data quality.”

Read the full case study

10%

increase in overall database quality

Siddhartha Jain
Head of Marketing Strategy and Operations @Darwinbox

In summary, user perception frames ZoomInfo as the heavyweight option for enterprise data needs, but at a cost.

Lusha is considered more user-friendly and affordable, though sometimes at the expense of data accuracy and scale.

Cognism is seen as a high-quality alternative for teams that value verified mobile data, global compliance, and strong performance in EMEA markets.

“Results have roughly doubled. I’ve gone from booking one to two meetings per week since we switched from Lusha to Cognism.”

Read the full case study

30 mins

of time saved a day

Jack Hooper
Sales Development @Lockton

Lusha vs ZoomInfo: FAQs

Why consider an alternative like Cognism?

If you’ve explored Lusha and ZoomInfo but neither quite ticks every box, you’re not alone.

Many revenue teams choose between two extremes: Lusha’s simplicity but limited scale, or ZoomInfo’s depth but complexity and cost.

Cognism is a powerful alternative designed to give your team exactly what they need to prospect confidently and quickly.

Cognism offers:

• Phone-verified mobile numbers that connect reps with real decision-makers, especially across the US, UK, and EMEA.

• Built-in compliance with GDPR, CCPA, and global DNC lists. No add-ons, no manual checking, no hidden risk.

• Unlimited data views and exports, so your team can focus on selling, not saving credits.

• Bombora intent data, helping you prioritise outreach to in-market buyers.

• Seamless integrations with Salesforce, HubSpot, Outreach, Salesloft and more.

• Highly rated support and onboarding, with responsive customer success teams across regions.

For growing companies that want quality, compliance, and international reach without the enterprise bloat or restrictive pricing models, Cognism strikes the right balance.

It’s not just another data provider; it’s a smarter way to scale your outbound.