Complementary, Not Competitive
Datuma vs Apollo
Apollo gives you contact data and prospecting tools. Datuma tells you which contacts have Verified Readiness, with Trust Scores (0 to 100) and four readiness tiers. Plus Role or Company Change detection surfaces when contacts start new roles. Most of our customers use both: Apollo for prospecting, Datuma for scoring and verifying their existing database.
Apollo finds the contacts. Datuma checks each one live against LinkedIn, the moment you run it.
You act on what's true today, not when the database was last refreshed. About 10p a contact, priced in pounds, not credits.
After Apollo, before your CRM
Apollo.io is a strong all-in-one platform for B2B prospecting and outreach. It finds contacts, enriches them, and provides engagement tools. Your team uses it to build pipeline.
But every batch Apollo delivers includes contacts your CRM already has, contacts who've left the organisation since the data was captured, and contacts at domains you're already selling to. Your team can't see these problems until they've wasted time on them.
Datuma sits between Apollo's output and your CRM. Every contact is scored, checked for duplicates, scanned for role and organisation changes, and verified against your protected account list before anyone picks up the phone.
There is also a difference in what you buy. Apollo sells you new contacts. Datuma improves the data on the contacts you already have, so you are not paying to acquire strangers' details, you are making the records already in your CRM trustworthy.
What each tool does
| Capability | Apollo | Datuma |
|---|---|---|
| Prospecting + outreach | Yes, core strength | No, works with your existing data |
| Trust Score (0 to 100) | No | Yes, 12 independent signals per contact |
| Verified Readiness | No | Yes, 4 tiers with AI Blockers |
| Role or Company Change | No | Yes, 5-signal model, every batch |
| Duplicate detection | No | Yes, within-batch + cross-batch at £0.00 |
| Account protection | No | Yes, protected accounts separated at £0.00 |
| Pricing model | Monthly subscription + credits | Priced in pounds. Free to start, then about £0.10 per enriched contact. Duplicates and protection £0.00. No seats. |
The £0.00 layer
Datuma's duplicate detection and account protection cost nothing to run. They work locally, with no API calls, regardless of volume.
Run a standalone cleanup on 10,000 contacts from Apollo to find duplicates and your bill is £0.00. Every duplicate caught, every protected account separated, no credits consumed. Or run the £0.03 per contact first pass: it finds duplicates, protected accounts and obviously dead records before you spend a penny on enrichment, so you only enrich the contacts worth enriching. The full Trust Score and role or organisation change detection come with the enrichment pass.
This is a structural advantage. Apollo charges credits on every lookup, even if the contact is already in your CRM. Datuma's integrity layer is hardcoded, and Datuma is priced in pounds, not credits, with no subscription and no platform fee: you see the exact cost in pounds before you approve a batch.
Datuma is free to start: your first 100 contacts are free, no card. The optional £0.03 per row first pass (finding duplicates, protected accounts and obviously dead records, not enrichment) is separate from enrichment itself, which is about £0.10 per enriched contact (up to £0.226), with duplicates and protected accounts at £0.00. Maintenance is £49.99 per user per year, and for a whole CRM the Done With You programme starts at £2,550.
How Apollo and Datuma work together
- 1 Apollo builds your prospect list, filtered by industry, role, company size, and intent signals.
- 2 Datuma scores and protects. Every contact gets a Trust Score, Verified Readiness, and is checked against your CRM for duplicates and protected accounts.
- 3 Your team gets a clean list, scored, deduplicated, with role and organisation changes flagged and customers separated. 50+ verified fields, CRM-ready.
Datuma and Apollo, common questions
Does Datuma replace Apollo?
What does Datuma catch in an Apollo export?
Do I need Apollo to use Datuma?
See what Datuma finds in your data
Upload 100 contacts from Apollo (or anywhere). See Trust Scores, duplicates, role and organisation changes, and Verified Readiness on your own data.