ZoomInfo vs Lusha (2026): Coverage, Credits, Pricing and Which Fits Your Team Size

Lusha vs ZoomInfo comes down to one trade: more data for a lot more money. Spona put the same 200 sales-leader contacts through both tools. ZoomInfo returned a work email for 91.5% of them, Lusha for 82.0%. A three-seat ZoomInfo quote Spona recorded ran $18,000 a year, and a three-user Lusha quote ran $180 a month.

This post shows that test first. Then come the cost for teams of three, five and ten, and what one credit buys. After that: the vendors' US, UK and European claims, how each contract renews and which team fits which tool. Spona sells B2B data too, so its own result sits in its own section, labelled as such.

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ZoomInfo vs Lusha on the same 200 contacts: what came back

Spona ran one same-sample test. We froze a list of 200 VP Sales, Head of Sales and CRO contacts before querying any tool. Each works at a company with 50 to 500 staff. Half were US contacts, and the UK and Germany had 50 each, drawn by a seeded random sort.

Every tool got the same name, employer domain and profile URL, and we kept one work email per person. ZoomInfo ran on a Sales Professional seat and Lusha on a Premium plan. Every email that came back went through MillionVerifier on the same day. The verifier sorts addresses into good, risky and bad and checks catch-all domains.

ZoomInfo returned 19 more work emails than Lusha and 21 more that passed the verifier. On phone numbers the gap was 24. We counted numbers as returned, never dialled, so the test says nothing about whether they ring. Nobody sent an email either, so there is no bounce rate.

Lusha's own five-ICP US test claims the reverse on phones: about twice as many US contacts with a direct phone number. ZoomInfo, Lusha adds, returned more contacts with a work email. ZoomInfo's data page states a 96% hit rate for business email and 87% for mobile phones. Neither page names a sample size or a verifier.

One sample of 200 sales leaders settles nothing on its own. A find rate measures coverage of this list, not accuracy. Validity is a verifier's opinion, not a delivered email.

ZoomInfo cost vs Lusha for teams of 3, 5 and 10

ZoomInfo publishes no seat prices. Its pricing page sells three sales packages, priced by licenses and credit use, and our ZoomInfo pricing post walks through them. Lusha publishes its self-serve prices. The fairest line-up is what prospects told Spona each vendor had quoted them, at the same three team sizes.

ZoomInfo came up on 12 of 52 recorded Spona sales calls, and three gave a figure. Lusha came up on nine calls, also three with a figure. Three quotes per tool is a small sample. For each vendor, the 3 and 5-user quotes were verbal, and Spona saw the largest as a document.

ZoomInfo also sells a self-serve tier with no seats. Its GTM.AI page lists $0.38 a data credit at the $1,000 spend tier, with no contract. It is a headless product, reached by API, MCP or CLI, not a search screen for reps. The last column prices each quote's unit count there, by Spona's arithmetic.

By Spona's arithmetic, the ZoomInfo quote costs 8.3 times the Lusha quote at three users. The gap narrows to 4.9 times at ten. The units differ in kind, though. The ZoomInfo quotes count export units per contract year, while Lusha issues credits each month and charges five for a phone number.

Lusha's quotes ran above its yearly list prices, and they carried more credits. At list, Pro covers two seats for $69.90 a month and a third seat adds $49.90. Premium covers five for $399.90 a month. Our Lusha pricing post has the credit tiers behind each plan.

Vendr's purchase data points the same way. Its ZoomInfo buyers paid a median of $33,500 a year across 1,578 purchases. Its Lusha buyers paid a median of $15,999 across 147 purchases. Those deals ran from $6,000 to $70,403.

Lusha vs ZoomInfo credits: what does one credit buy?

A Lusha credit buys one field. By Lusha's credit rules, an email reveal costs 1 credit and a phone reveal 5. Viewing a contact you already revealed costs nothing.

Monthly plans roll unused credits forward, up to twice the monthly allowance. On annual plans, credits left at the end of the term do not carry into the renewal.

In Spona's recorded quotes, a Lusha credit cost $0.10 to $0.12. A phone number at five credits therefore cost $0.51 to $0.60. At list prices the same phone works out to $0.44 to $0.62.

A ZoomInfo unit buys one record. The seat quotes count email-reveal or export units per contract year, and a reveal or an export costs one unit. Across the three quotes a unit cost $0.70 to $1.80, again by Spona's arithmetic. The lowest price came with the largest contract.

GTM.AI defines its credit the same way: one company, contact or intent record enriched or exported. Search, lookup and find-similar cost nothing there. There is no separate email or phone price, so a record with both fields costs the same as a record with one.

Lusha vs ZoomInfo data in the US, UK and Europe

Every Lusha vs ZoomInfo comparison online rests on database counts, and both counts come from the vendors. ZoomInfo's data page states the figures below, as do Lusha's comparison page and data page. Neither vendor cites an audit.

Read the accuracy row as marketing. ZoomInfo's page never defines a hit rate, and it labels the same 96% an "Email Deliverability Rate". Lusha gives no method for its 98%, but it does add one useful number. It puts decay for US sales leaders at 12.25% a year, about half the general B2B rate in our data decay guide.

Phone data carries a legal step that neither count shows. In the UK, the ICO says calls to businesses follow the same rules as calls to individuals. For B2B calls, it says you need to screen against both the TPS and the CTPS registers.

In the US, the FTC says most calls to a business to solicit sales from that business are exempt from the Do Not Call provisions. Lusha says every record carries a Do Not Call status; ask whether that covers the UK registers before a UK campaign.

How do ZoomInfo and Lusha contracts renew?

ZoomInfo or Lusha is also a choice between a year and a month. All three ZoomInfo quotes Spona recorded ran 12 months with auto-renewal. Each carried a renewal uplift of 3% to 7%. Their discounts ran 5% to 15%.

Vendr sees the same shape across its deals. ZoomInfo terms run one to three years, annual prepayment is standard, and auto-renewal clauses often carry a 5% to 10% yearly escalation. Notice periods, Vendr adds, usually run 30 to 90 days. Apply the recorded 7% uplift to the Enterprise quote and year two costs $44,940.

Lusha's plans renew automatically each period, and a cancellation takes effect at the end of the current cycle. The Lusha quotes Spona recorded ran month to month; they, too, carried renewal uplifts of 3% to 7%. The difference is the exit: a month away instead of a year.

That exit decided one deal. A UK founder at a company with 11 to 50 staff did not renew ZoomInfo at term end. In the founder's words: "We need a usable list each month, not another annual seat."

Another ZoomInfo buyer could not act at all. A US RevOps director at a company with 201 to 500 staff said: "The extra contacts are useful, but we cannot change the contract this quarter."

Which is better, Lusha or ZoomInfo?

ZoomInfo is better when coverage and a platform outweigh price, and Lusha when a small team wants a browser lookup on a monthly bill. Reviewers split the same way. ZoomInfo's GTM Workspace scores 4.5 from 9,190 reviews. Lusha scores 4.3 from 1,670.

The G2 sub-scores show where each wins. Lusha leads on ease of use, 9.2 to 8.8, and edges ease of setup. ZoomInfo leads on quality of support, 8.7 to 8.1, and on meeting requirements. Mid-market companies are the largest reviewer group for both.

The products differ in shape. Lusha runs as an extension on LinkedIn, Sales Navigator, company sites and your CRM, and says MCP access comes on every plan. ZoomInfo sells a platform: the database sits beside Chorus call recording and website visitor identification.

ZoomInfo vs Lusha for SDRs

An SDR team lives on volume, and the test favoured ZoomInfo on both emails and phones. In the recorded quotes, its price per seat fell with size: $6,000 at three seats, $4,200 at ten.

Familiarity counts too. A US VP of sales at a company with 101 to 500 staff kept ZoomInfo over a new list for one reason: "Our team already knows the existing platform."

Lusha suits an SDR team that works from LinkedIn and Sales Navigator and reveals contacts one at a time. The three-user quote carried 1,500 credits a month. By Spona's arithmetic, that is 500 credits a rep, or 100 phone numbers. If Apollo is also on your shortlist, our ZoomInfo vs Apollo post covers that pair.

ZoomInfo vs Lusha for agencies

Agencies run several clients with different ideal customers, often in campaign bursts. Lusha's monthly plan matches that rhythm, and unused credits roll over, up to twice the allowance. Its list plans stop at five users, so a ten-person agency negotiates a quote; the one Spona recorded was $720 a month. A 12-month ZoomInfo term fits an agency with retained clients and steady volume, not one that pays by campaign.

If neither tool fits, our ZoomInfo alternatives and Lusha alternatives posts list the other options.

The data itself can be the limit, too. A US agency owner at a company with 11 to 50 staff switched from Lusha. The next brief covered a different kind of company: "The next campaign includes stores and local owners, not just office-based companies."

Where Spona fits next to ZoomInfo and Lusha, and where not

Spona sells leads, not seats. You describe your ideal customer in a chat; the AI mines 40+ sources, verifies every lead and delivers a scored list in about 4 minutes. You pay per lead, in credits, and every search starts with a free sample. The Free plan carries 3,000 one-time credits.

A Standard Search lead with an email costs $0.024 to $0.07. With a mobile number it costs $0.28 to $0.55. A Deep Search lead, verified and enriched in real time, costs $0.48 to $2.00.

Each new search session costs a one-time 1,000 credits. That is $8 to $10, by plan. Pro costs $99 a month and Premium $499.

Spona ran the same-sample test, so weigh its row as a vendor's result. On the same 200 contacts, Spona returned 192 work emails. Of those, 187 passed MillionVerifier, a validity of 97.4%. The find rate was 96.0%, and it returned 146 direct dials or mobiles.

Spona's brick-and-mortar data covers local businesses with physical locations, such as the stores in the agency quote above. A US VP of sales at a company with 51 to 200 staff kept ZoomInfo for daily research. The team added Spona for regional gaps and buys records only as needed: "We will keep our current workflow, but we need more people at regional accounts."

Where Spona does not fit: it has no sequencer, no call recording and no website visitor identification. Spona has announced a dialer, but it is not available yet. HubSpot is the only native CRM integration, and the API runs on the Expert plan at $999 a month. Unused credits expire at the start of each billing period, where Lusha's monthly plans roll them over.

Single lookups cost no less than Lusha's. Spona's Targeted Search Chrome extension charges $0.10 to $0.13 for an email, about a Lusha email credit. A mobile number costs $0.70 to $0.88, above Lusha's phone price.

Expect a security review before a pilot, too. A German RevOps manager on Lusha, at a 51 to 200-person company, said: "We need the data-handling review finished before the pilot can start."

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ZoomInfo vs Lusha FAQ

How much will ZoomInfo cost in 2026?

ZoomInfo publishes no seat prices, so the best guide is Spona's three recorded quotes: $18,000 to $42,000 a year for three to ten seats. All had 12-month auto-renewing terms. Vendr's buyers paid a median of $33,500 a year. GTM.AI, ZoomInfo's self-serve tier, charges $0.38 a data credit with no seats.

Which should a team of five pick, Lusha or ZoomInfo?

ZoomInfo, if you need the most coverage and a platform with intent, call recording and visitor identification, and can commit to a year. Lusha, if a team of five or fewer wants a browser extension on a monthly bill. On the same 200 contacts ZoomInfo found more emails and phones; at five users its quote cost about six times Lusha's.

Is Lusha or ZoomInfo more accurate?

On Spona's same-sample test, 95.1% of ZoomInfo's returned emails passed MillionVerifier and 93.3% of Lusha's did. ZoomInfo also found an email for more of the 200 contacts. Both vendors claim higher figures, 96% and 98%, without a published method. Nobody sent an email in the test, so there is no bounce rate.

Does ZoomInfo have a free plan?

Not on its seat packages. GTM.AI, its self-serve tier, starts with 1,000 data credits and 1,000 AI credits free, with no card. Lusha's Free plan gives up to 40 credits a month. That buys at most 40 emails or eight phone numbers.

Are ZoomInfo and Lusha GDPR compliant?

Both say so. Lusha lists a GDPR seal from ePrivacyseal, CCPA validation by TrustArc, SOC 2 Type II and five ISO standards. ZoomInfo's comparison page lists SOC 2 Type II and ISO 27001. GDPR itself has no certificate, and your lawful basis for contacting each person stays your responsibility.

Can I use ZoomInfo and Lusha together?

Yes. One setup is a ZoomInfo contract for daily research, plus a cheaper monthly source such as Lusha for the accounts it misses. Spona's records include one US sales team that kept ZoomInfo and bought extra records only for regional accounts. Watch for double paying, since an export unit and a credit both charge for the same person.