So you're deep into building your sales tech stack. And now you've run into a classic dilemma: Lusha vs Cognism.

Both promise accurate contact data to fuel your outbound campaigns. Both claim verified phone numbers and deliverable emails. And both have loyal users—plus vocal critics reporting exactly the opposite.

Here's the thing: picking the wrong contact data provider tanks your connect rates, frustrates your SDRs, and kills pipeline velocity. Bad data means bounced emails, disconnected numbers, and reps who stop trusting your tools.

Well, you're in the right place. I've dug into both platforms—their pricing models, data quality claims versus user reality, feature gaps, and what real teams actually experience when they start dialing and emailing.

Plus, I'm throwing in Full Enrich as a third option because sometimes waterfall enrichment beats both single-source providers.

Let's dig in. 🎯

TL;DR: Quick Take on Lusha vs Cognism

Short on time? Here's the bottom line:

• Lusha = Budget-friendly entry point ($52.45/user/month billed annually) with massive 280M+ global database, Bombora intent signals, and automation built in. But accuracy is hit-or-miss outside North America.

• Cognism = EMEA/UK specialist with phone-verified Diamond Data and extensive DNC compliance. Claims 3x better connect rates in European markets. But expect $15k+ platform fees with opaque enterprise pricing.

• Full Enrich = Waterfall enrichment that queries 15+ data sources sequentially for 65-85% match rates. Only pay for successful enrichment. Starts at $29/month.

Who wins? Depends on your geography, budget, and whether you need net-new lists or just cleaner CRM data. Keep reading for the full breakdown.

Lusha vs Cognism: Head-to-Head Comparison

Let me save you some time with the quick comparison table:

Looking beyond Lusha and Cognism? There are some Lusha alternatives or Cognism alternatives like FullEnrich worth exploring.

1. Data Quality & Accuracy: Who Actually Has Good Numbers?

Here's the uncomfortable truth about B2B contact data: marketing claims and field reality are often worlds apart.

Both Lusha and Cognism tout impressive accuracy stats in their sales decks. But user reviews? They tell a different story entirely.

Let's separate the sales pitch from what you'll actually experience when your SDRs start dialing.

Quick Comparison: Data Quality Metrics

The Marketing Claims vs. Reality Check

Lusha's pitch: 85% phone accuracy and 98% email deliverability across 280M+ verified contacts. They emphasize direct dials and mobile numbers for higher connect rates.

The reality? Users consistently report outdated numbers, mismatched contacts, and accuracy that varies wildly by region and industry. That "verified" badge doesn't guarantee the person still works there or that the number hasn't changed.

Cognism's pitch: Phone-verified Diamond Data with up to 3x better connect rates, especially for UK and EMEA markets. Every Diamond Data number has supposedly been checked for accuracy.

The reality? User feedback still flags incorrect information, regional data gaps outside their core markets, and freshness concerns that undermine those premium pricing tiers.

Truth bomb: "Verified" doesn't mean universal coverage or perfect accuracy. Both platforms struggle with the fundamental challenge—B2B data decays at 30-40% annually, and no amount of verification can fix a number that changed yesterday. 🎯

Where Each Platform Actually Delivers

Lusha performs best with North American coverage, broader global reach, and email deliverability (stronger than phone accuracy). Bombora-powered intent signals add targeting context for multi-channel campaigns.

But struggles with phone accuracy that doesn't match claims, weaker UK/EMEA mobile coverage, regional variance, and credits that burn faster than expected.

Cognism shines in EMEA markets—particularly UK mobile numbers—where phone-verified processes show real improvements. Those 3x connect rate claims hold up in London/Frankfurt. Extensive DNC compliance helps regulated industries.

But falls short outside EMEA where coverage thins dramatically. Smaller database limits reach, and despite verification, users still report incorrect info.

The Waterfall Alternative: Full Enrich

Here's where things get interesting. Full Enrich takes a completely different approach—instead of maintaining one massive database, it queries 15+ premium data sources in sequence until it finds valid contact information.

Why this matters:

• Higher match rates: 80%+ find rate versus 25-40% for single-source tools

• Better accuracy: If one source has stale data, it moves to the next

• Geographic consistency: Strong coverage across regions, not just one area

• Pay for success: Only charged when enrichment succeeds

• Triple email verification: Reduces bounce rates to nearly 1%

The math is simple: when you're not limited to one database, you find more valid contacts. And at $29/month starting price versus $52.45/user (Lusha) or $15,000+ platform fees (Cognism), the ROI often works out better.

👉 Ready to skip ahead? Get 50 free credits and test FullEnrich's waterfall enrichment against your current provider.

🥇 Verdict: Data Quality & Accuracy Winner

🥇 Winner: Full Enrich — Waterfall enrichment across 15+ sources delivers the highest match rates (80%+) and most consistent global coverage. You only pay when enrichment succeeds.

🥈 Runner-up: Cognism — If you sell primarily into UK/EMEA and need verified mobile numbers, Cognism's Diamond Data legitimately delivers better connect rates in those specific markets.

🥉 Third place: Lusha — Broader global database is appealing, but accuracy doesn't match the marketing claims. Better for email than phone, but expect 60-70% real-world accuracy and pilot extensively before committing.

👉 Start free with 50 enrichments and see how many more verified leads you unlock

2. Pricing & Contracts: What You'll Actually Pay

Let's talk money—because pricing opacity in the B2B data space is legendary, and not in a good way.

Quick Comparison: Pricing Structure

Lusha: Transparent Entry, Credits-Based Model

Lusha actually shows you pricing before you talk to sales—revolutionary in B2B.

The structure: Free plan with limited credits, paid tiers at $52.45/user/month (annual, 25% discount), per-user + credits model.

The catch? Credits disappear faster than you think. When enriching large lists or chasing direct dials, burn rates shock teams. Many underestimate needs for quality coverage—if Lusha only delivers 40% match rates in your region versus expected 70%, you're burning credits fast.

The 25% annual discount tempts, but locks you into year-long commitments based on estimates. Miss the mark and you're stuck overpaying or hitting limits.

👉 To learn more about Lusha pricing

Cognism: Enterprise Pricing, Hidden Costs

Cognism takes the classic enterprise approach: no public pricing, custom quotes only.

What we know from user reports: ~$15,000 annual platform fee, plus $1,500/user/year (Platinum), Diamond Data jumps to ~$25,000 platform + $2,500/user/year. Export credits and regional expansions cost extra.

The reality: Multiple users report surprise costs that weren't clear during sales. If you hate opaque pricing, Cognism will test your patience.

👉 To learn more about cognism pricing & Plans

Full Enrich: Predictable, Credit-Based Simplicity

Full Enrich publishes actual prices and sticks to them.

The structure: Starter ($29/month, 500 credits), Pro ($55/month, 1,000 credits), Scale (custom $400-$50k/month). Credits: 1 email = 1 credit, 1 phone = 10 credits. Rollover: 3-12 months. API access on ALL plans.

👉 To learn more about FullEnrich pricing

The advantage: You only pay when enrichment succeeds. Can't find valid contact? Keep your credits. At 80%+ find rates, cost per successful contact often beats single-source providers.

Contract Gotchas and Lock-ins 💸

Lusha: Annual contracts with 25% discount bake in a year-long commitment. You're betting on your initial seat and credit estimates. Reducing headcount mid-contract? Too bad—you're stuck.

Cognism: Enterprise contracts are even less flexible. Typically 12-month minimums with platform fees that don't scale down. Several reviews mention difficulty getting out of contracts or adjusting terms when business needs changed.

Pro tip: Negotiate hard for quarterly reviews and adjustment clauses before signing. Both vendors push annual commitments hard, but you want escape hatches if your needs change or accuracy disappoints.

Full Enrich: Month-to-month option available. No annual lock-in required, though annual plans save 30%. If it's not working, you can cancel next month—not next year.

🥇 Verdict: Pricing & Contracts Winner

🥇 Winner: Full Enrich — Transparent pricing starting at $29/month, month-to-month options available, only pay for successful enrichment, and credits roll over. No hidden fees or surprise costs.

🥈 Runner-up: Lusha — Published pricing is a huge advantage. Starting at $52.45/user/month is reasonable for SMBs. But annual lock-in and fast credit burn create friction.

🥉 Third place: Cognism — Opaque enterprise pricing (~$15k+ platform fees) with surprise costs and annual commitments. Great if you have budget and need white-glove service, but zero transparency hurts.

3. Features & Capabilities: What Actually Moves the Needle?

Let's cut through the feature lists and focus on what actually helps your team book more meetings.

Both Lusha and Cognism pack their platforms with capabilities, but their strengths play to very different workflows and regions.

Quick Comparison: Key Features

Lusha: Automation-First with Intent Signals

Lusha's biggest differentiator is its automation layer built on top of a massive 280M+ contact database.

What sets it apart:

Daily lead stream that auto-curates prospects from live signals, your CRM data, and lookalike audiences. You're not just getting static lists—you're getting prospects delivered to your inbox based on:

• Bombora-powered intent signals (who's actually in-market)

• Job change notifications

• Lookalike modeling from your best customers

Workflow tools that smaller teams actually use:

• Native email sequences inside the platform

• CRM sync that actually works (Salesforce, HubSpot, Outreach)

• Chrome extension for one-click prospecting while browsing LinkedIn

• Meeting recordings to capture insights

• Slack notifications for real-time alerts

The integrated stack advantage: For teams that want to move fast without stitching together five different tools, Lusha delivers an end-to-end prospecting solution.

But here's the reality check:

All those features don't fix the core data quality complaints. If you're calling dead numbers and emailing bounced addresses, does the automation really matter?

Users consistently report: "The platform is slick, but the data accuracy doesn't match the claimed 85% for phones. We're still wasting time on bad numbers."

Cognism: Phone Verification for EMEA Excellence

Cognism takes the opposite approach—fewer bells and whistles, but laser focus on phone-verified data quality for UK and EMEA markets.

What makes them different:

Diamond Data isn't just marketing fluff. It's mobile numbers that have been actively verified, not just scraped and stored. For teams selling into European markets where mobile penetration matters, this is a game-changer.

Users selling into London, Frankfurt, Paris, and other EMEA cities report: "The connect rate improvement is real. We're actually reaching decision-makers on their mobiles, not hunting through company switchboards."

Signal Data layer provides context for timing your outreach:

• Hiring trends (company is growing)

• Funding rounds (budget just opened up)

• Technographics (they use your competitor's tech)

AI Sales Companion recommends contacts and speeds up prospecting workflows based on your activity patterns. Less manual searching, more intelligent suggestions.

Extensive DNC compliance with Do-Not-Call list checks—critical if you're operating in GDPR-heavy regions where violations can cost six figures.

Data-as-a-Service model with CSV/API enrichment means you can pump clean data directly into your existing workflows without manual exports.

The trade-offs?

First, the database is significantly smaller—up to 25M contacts in Platinum tier versus Lusha's 280M+. You'll hit coverage gaps faster, especially for niche industries or smaller companies.

Second, there's no free plan and pricing starts at enterprise levels (~$15k platform fees). You need serious budget and commitment.

Third, despite the phone verification claims, users still report incorrect information and regional gaps outside core EMEA markets.

The Enrichment-First Alternative: Full Enrich

Full Enrich doesn't try to be an all-in-one sales platform. It focuses on one thing: finding and verifying contact data better than anyone else.

What you give up:

Full Enrich doesn't include intent signals, email sequences, or meeting recordings. It's not trying to be your sales engagement platform.

If your primary need is accurate contact data and you already have tools for outreach and engagement, Full Enrich delivers better data at a fraction of the cost.

🥇 Verdict: Features & Capabilities Winner

🥇 Winner: Lusha — Most comprehensive feature set for teams wanting an all-in-one solution. Bombora intent, automation, sequences, and Chrome extension create a complete prospecting platform.

🥈 Runner-up: Full Enrich — If you care about data quality above all else, waterfall enrichment beats single-source providers. But you'll need separate tools for engagement.

🥉 Third place: Cognism — Phone-verified Diamond Data is legitimately valuable for EMEA markets, and Signal Data helps with timing. But smaller database and undocumented features make it harder to evaluate.

4. Integrations Ecosystem: Will It Play Nice with Your Stack?

Your contact data provider is only as good as its ability to connect with the tools you already use.

Let's see which platform actually integrates with your GTM stack versus making you build custom connections.

Quick Comparison: Integration Support

Lusha's Integration Ecosystem

Lusha delivers solid coverage for modern GTM stacks with native integrations you can actually use:

CRM connections:

• Salesforce (bi-directional sync)

• HubSpot (contacts, companies, deals)

• Pipedrive

Sales engagement platforms:

• Outreach (push contacts directly)

• Salesloft (though less documented)

Automation flexibility:

• Zapier (connect to 5,000+ apps)

• Make (more complex workflows)

• n8n (self-hosted automation)

• Full API for custom workflows

Communication:

• Slack (alerts for new leads, intent signals)

Chrome extension: Acts as a bridge between browsing and your CRM. While not technically an integration, it lets reps capture contact data from LinkedIn or company websites and push it straight to Salesforce or HubSpot.

For teams living in their browser during prospecting, this real-time sync saves hours of manual data entry.

What's missing?

Lusha doesn't publish native integrations with newer platforms like Apollo or modern data warehouses like Snowflake. You can likely connect through Zapier or API, but test the limits during your trial—credit-based models get expensive when enriching at scale through automated workflows.

Cognism's Integration Story (Or Lack Thereof)

Here's where things get murky.

The problem: Cognism doesn't publicly document their integrations anywhere in their marketing materials or help center.

This isn't necessarily a deal-breaker—many enterprise vendors handle integrations through custom implementations. But it's a massive red flag for transparency.

What we think based on their positioning:

As an enterprise solution with CSV/API enrichment and Data-as-a-Service delivery, Cognism likely supports major CRMs through API connections. But without published documentation, you're flying blind on:

• Setup complexity

• Sync frequency

• Data field mapping

• Which platforms are actually supported

Truth bomb: When a vendor doesn't publish their integrations, it usually means one of two things:

1. They're handling everything through generic API connections (which means more work for your team)

2. Their integration library is limited compared to competitors

Both scenarios add friction to your rollout. You'll need extra discovery calls just to understand if they connect with your existing stack.

Full Enrich's API-First Philosophy

Full Enrich takes a different approach: API-first design available on ALL plans, including the $29/month starter.

The advantage:

You're not locked into pre-built integrations. If you have development resources or use automation platforms, you can connect Full Enrich to anything:

Native automation platforms:

• Zapier (pre-built actions)

• Make (complex workflows)

• Clay (revenue engine integration)

CRM enrichment:

• API calls from Salesforce workflows

• HubSpot property updates

• Pipedrive record enrichment

Data warehouse integration:

• Snowflake enrichment jobs

• BigQuery batch processing

• Custom ETL pipelines

🥇 Verdict: Integrations Winner

🥇 Winner: Lusha — Published documentation, native CRM connections, and pre-built automation integrations make implementation straightforward. No surprises.

🥈 Runner-up: Full Enrich — API-first on all plans (even $29/month) beats Lusha's flexibility. Perfect for technical teams or those using Clay/Make for automation.

🥉 Third place: Cognism — No public integration docs is a major transparency issue. You'll need sales calls just to learn what connects to your stack.

5. User Experience: What's It Like Day-to-Day?

The slickest UI in the world won't save you if your reps spend half their time correcting bad data or navigating clunky workflows.

Lusha: Built for Speed, Not Sophistication

Lusha wins the simplicity game. They display badges for "easiest to use" and "fastest implementation" right on their site—and user feedback backs this up.

What works:

• Signup to first enriched contact in minutes

• Chrome extension feels natural for LinkedIn prospecting

• Daily lead stream pushes curated prospects to your inbox

• Email sequences integrate smoothly without extensive training

What doesn't:

• Simplicity sometimes means limited customization

• Power users hit walls with granular filters

• Credit-based system adds friction—reps think twice before revealing info

Cognism: Enterprise Polish with a Learning Curve

Cognism takes the white-glove enterprise approach. No public demos or detailed UI docs suggests curated onboarding.

What works:

• AI Sales Companion reduces cognitive load with smart recommendations

• CSV/API enrichment for programmatic control

• Dedicated support team (G2 reviews praise responsiveness)

What doesn't:

• No way to test before buying

• Frequently needing support isn't a feature

• Enterprise pricing locks you in before understanding UX fit

🥇 Verdict: User Experience Winner

🥇 Winner: Lusha — Speed and simplicity win for teams that want minimal training overhead. Chrome extension and automation are genuinely helpful.

🥈 Runner-up: Full Enrich — Simple interface, fast enrichment, clear credit tracking. Not as feature-rich but easier to master.

🥉 Third place: Cognism — White-glove service is nice if you have budget, but no public demos or trial means buying blind.

6. Support & Compliance: Are You Covered?

When you're pumping customer data through your GTM stack, compliance isn't optional—it's existential.

Quick Comparison: Compliance & Support

Compliance Certifications

Lusha: GDPR (ePrivacyseal certified), CCPA (TrustArc audited), ISO 31700, SOC 2 Type II. Serious compliance stack.

Cognism: GDPR and CCPA aligned, extensive DNC list checking. Their real differentiator is operational compliance—audit-ready metadata and multi-jurisdiction DNC checks.

Full Enrich: GDPR, CCPA, SOC 2 compliant. Doesn't store data long-term (cleaner compliance posture).

Support Quality

Cognism: G2 reviews consistently praise "prompt support resolution" and dedicated success teams for enterprise accounts.

Lusha: Concerning 1.3/5 Trustpilot rating despite G2 praise. Support channels and quality metrics weren't documented in research.

Full Enrich: Responsive support per reviews, comprehensive help center, community engagement.

🥇 Verdict: Support & Compliance Winner

🥇 Winner: Cognism — Most robust compliance with extensive DNC checking and praised support quality. Worth the premium for regulated industries.

🥈 Runner-up: Full Enrich — Strong compliance without data storage concerns. Good support at accessible price points.

🥉 Third place: Lusha — Compliance certifications are solid, but Trustpilot rating and unclear support infrastructure raise concerns.

The Bottom Line: Which Platform Wins?

Here's my honest take after digging into all three platforms.

Lusha is the accessible option for global SMBs needing automation and intent signals. Starting at $52.45/user/month with transparent pricing and documented integrations makes it easy to test. But expect 60-70% real-world accuracy and weaker performance outside North America.

Cognism is the EMEA specialist for enterprise teams with serious budgets. If you're calling into London or Frankfurt, their phone-verified Diamond Data legitimately delivers better connect rates. But $15k+ platform fees, opaque pricing, and smaller database limit appeal outside their core markets.

Full Enrich solves the fundamental problem both platforms face: single-source data gaps. By querying 15+ sources sequentially, you get 80%+ match rates, better international coverage, and only pay for valid data—at a fraction of the cost ($29/month vs $52.45+ or $15k+).

My recommendation?

If you're tired of low match rates, bounced emails, and frustrated SDRs who can't reach prospects, try waterfall enrichment.

Start with 50 free credits from Full Enrich and compare the match rates to your current tool. Most teams see an immediate lift in contacts found—which translates directly to bigger pipeline.

Happy prospecting! 🎯

FAQ: Your Questions About Lusha vs Cognism

Which is cheaper—Lusha or Cognism?

Lusha is significantly cheaper with transparent pricing starting at $52.45/user/month (annual billing). Cognism doesn't publish pricing but reports suggest ~$15,000+ annual platform fees plus per-user costs, making it an enterprise investment.

Who has better phone data accuracy?

Cognism's phone-verified Diamond Data delivers stronger UK/EMEA mobile accuracy with claims of 3x higher connect rates. Lusha claims 85% phone accuracy globally but user reviews report mixed results. For maximum coverage across all regions, Full Enrich's waterfall approach queries multiple sources for 80%+ find rates.

Which has the bigger database?

Lusha has a much larger database with 280M+ contacts versus Cognism's reported 25M (Platinum tier). However, database size doesn't equal accuracy—Full Enrich's waterfall approach across 15+ sources often delivers better match rates despite not maintaining its own database.

Do they integrate with Salesforce and HubSpot?

Lusha offers native integrations with Salesforce, HubSpot, Outreach, and Zapier—all publicly documented. Cognism doesn't publish integration documentation, requiring sales conversations to confirm CRM support. Full Enrich provides API access on all plans for flexible integration.

Is there a free plan or trial available?

Lusha offers a free plan with limited monthly credits. Full Enrich provides 50 free credits to test waterfall enrichment. Cognism doesn't offer a free trial—you'll need to go through their sales process for evaluation access.

Which is better for international prospecting?

Full Enrich wins for consistent global coverage via waterfall enrichment across 15+ regional specialists. Lusha has broader global reach but accuracy varies by region. Cognism is specifically designed for UK/EMEA markets and may have significant gaps elsewhere.

What if I mainly need to enrich existing CRM data?

If your primary goal is cleaning and enriching existing CRM records rather than building net-new prospect lists, consider Full Enrich's enrichment-first approach. You'll improve data completeness at lower cost without paying for database access you won't use.