Best for
Best for outbound sales teams that want the contact data and the outreach tooling in the same place as the pipeline.
- Freelancers
- Small and mid-sized
- Enterprise
CRM Comparison
Apollo.io vs. HighLevel
At a glance
At a glance
Best for
Best for marketing agencies running campaigns for many clients from one account, rather than a single in-house sales team.
- Small and mid-sized
- Enterprise
Cataleo does not name a winner. Both statements come from the vendors themselves.
Full Comparison
| Criterion | Apollo.io | HighLevel |
|---|---|---|
| Starting price | lower value Free plan; Basic $49 / month, Professional $99 / month Amounts as published in the plan data on the vendor's pricing page, billed monthly. Enterprise is on request. The free plan is called Starter elsewhere on that page and has no time limit. Plans are sold by seat, and paid-plan trials come with 50 credits and 5 mobile credits. | From $97 / month Priced per agency account, not per user, with unlimited contacts and users on every plan. Starter $97 / month or $970 / year, Unlimited $297 / month or $2,970 / year, Agency Pro $497 / month or $4,970 / year. Enterprise is quoted by the vendor. AI modules and premium add-ons are charged on top. |
| Free trial | Free plan with no time limit, plus trials of the paid plans | 14-day free trial, no credit card required to start |
| Users | More than 600,000 companies according to the vendor | Unlimited users and contacts on every plan; sub-accounts are the unit that scales |
| API | Yes, a REST API charged by consumption, with an official MCP server; the vendor lists API access for advanced integrations on the Custom plans | Yes, a REST API with OAuth 2.0, webhooks on more than 50 events, an app marketplace and an official LeadConnector MCP server |
| Hosting | Cloud (SaaS) | Cloud (SaaS), with a mobile app |
| Contacts and companies | Yes, records for people and companies drawn from Apollo's own B2B database, with more than 65 data points per lead and real-time enrichment | Contacts with unlimited records on every plan, smart segmentation, lead capture through forms, surveys, quizzes, chat widgets and landing pages, and a prospecting tool |
| Deal pipeline | Yes, deals tracked across stages with stalled-deal alerts, automatic conversion of high-intent leads into opportunities and deal analytics | Sales pipelines with lead scoring, estimates, proposals, invoicing and one-click upsell funnels at the closing end |
| Email and calendar | Yes, email sequences with A/B testing and deliverability tools plus a built-in scheduler with inbound routing; non-Google and non-Microsoft mailboxes need a paid plan | Email and SMS marketing, inbound and outbound calling, ringless voicemail, and booking calendars with automated appointment reminders. A unified inbox collects SMS, Messenger, Instagram and WhatsApp conversations |
| Workflow automation | Yes, workflow automation, inbound lead routing and lead scoring, with an AI assistant for research and outreach | Yes, a workflow automation builder covering nurture sequences, reminders and broadcast campaigns, with Conversation AI and Voice AI answering across channels |
| Reporting and forecasting | Yes, pre-built and custom reports and dashboards, sequence reports and conversation analytics from recorded calls | Custom dashboards and reporting, call tracking, and user reporting from the Unlimited plan |
| Integrations and API | Yes, a consumption-based REST API for people, organisations and opportunities, an official MCP server, and integrations with Salesforce, HubSpot, Outreach, Salesloft and Marketo | Yes, a REST API with OAuth 2.0 and private integration tokens, webhooks on more than 50 events, an app marketplace, and an official LeadConnector MCP server exposing more than 550 operations across 38 domains. Basic API access comes with Unlimited, advanced access with Agency Pro |
| AI features | Yes | Yes |
| MCP-ready | Yes | Yes |
| Deployment | Cloud (SaaS), Browser-based | Cloud (SaaS), Browser-based |
| Support | Email helpdesk, Community forum | Not stated |
| Onboarding | more entries Documentation and knowledge base, Video tutorials, Guided onboarding | Documentation and knowledge base |
| Company size | more entries Freelancers, Small and mid-sized, Enterprise | Small and mid-sized, Enterprise |
| Integrations | Salesforce, HubSpot, Outreach, Salesloft, Marketo, SendGrid, LinkedIn | Not stated |
Add a tool
Adds a column to the table, from the tools in this category.
Row where the values differ The small markers point at the lower number, the longer list or the stated feature. They describe the data, they are not a verdict.
The short version
Key Differences
- Starting price Apollo.io Free plan; Basic $49 / month, Professional $99 / month HighLevel From $97 / month
- Free trial Apollo.io Free plan with no time limit, plus trials of the paid plans HighLevel 14-day free trial, no credit card required to start
- Company size Apollo.io Freelancers, Small and mid-sized, Enterprise HighLevel Small and mid-sized, Enterprise
- Hosting Apollo.io Cloud (SaaS) HighLevel Cloud (SaaS), with a mobile app
- Users Apollo.io More than 600,000 companies according to the vendor HighLevel Unlimited users and contacts on every plan; sub-accounts are the unit that scales
Every line is one datapoint from the table above, picked automatically. Nothing here is written text.
The trade-offs
Strengths and Limitations
Apollo.io
Strengths
- Contact database, sequences, dialer, scheduler and pipeline in one tool
- Free plan with no time limit
- Two-way integrations with Salesforce, HubSpot, Outreach, Salesloft and Marketo
- Official MCP server drives the same workflows from ChatGPT, Claude and Perplexity
Limitations
- Standard plans are licensed for internal business use only, so powering an external product or resharing the data needs a separate agreement
- Credits meter database exports, and unlimited plans are bounded by a fair use policy
- Connecting a mailbox outside Gmail and Microsoft requires a paid plan
- The vendor lists API access for advanced integrations on the Custom plans
HighLevel
Strengths
- Priced per agency with unlimited users and contacts, so a growing client list does not raise the bill
- Replaces a stack of separate tools: CRM, funnels, email and SMS, calling, calendars, payments and reviews
- SaaS mode on Agency Pro resells the whole platform under the agency's own brand
- Official MCP server and a documented REST API with webhooks on more than 50 events
Limitations
- AI modules are metered on top of the subscription rather than included
- Starter is capped at three sub-accounts
- The entry price is high for a single in-house team that will not use the multi-tenant side
Plans
Pricing
Apollo.io
- Free $0 Called Starter elsewhere on the pricing page. Basic access to the sales engagement tools and a limited contact database.
- Basic $49 Per month. Sales intelligence with contact access, CRM integrations and email automation.
- Professional $99 Per month. Adds sales automation, engagement tracking and AI-driven insights.
- Enterprise Not stated On request. Customizable platform with dedicated support, advanced analytics and API access.
HighLevel
- Starter $97 Per month, or $970 per year. Three sub-accounts, unlimited contacts and users, 24/7 support.
- Unlimited $297 Per month, or $2,970 per year. Unlimited sub-accounts, rebilling for phone and email, basic API access.
- Agency Pro $497 Per month, or $4,970 per year. Adds SaaS mode, automated sub-account creation and advanced API access.
- Enterprise Custom Quoted by the vendor.
What users say
Review Scores · opens after launch
Apollo.io
- Ease of use
- Not rated yet
- User interface
- Not rated yet
- Onboarding
- Not rated yet
- Support and service
- Not rated yet
- Value for money
- Not rated yet
- Features
- Not rated yet
No reviews yet. Be the first to review this tool. Every review is checked for fairness before it appears, and the vendor cannot have one removed.
HighLevel
- Ease of use
- Not rated yet
- User interface
- Not rated yet
- Onboarding
- Not rated yet
- Support and service
- Not rated yet
- Value for money
- Not rated yet
- Features
- Not rated yet
No reviews yet. Be the first to review this tool. Every review is checked for fairness before it appears, and the vendor cannot have one removed.
Where this comes from
Where this comes from
Apollo.io https://www.apollo.io · no check date recorded yet
HighLevel https://www.gohighlevel.com · no check date recorded yet
This table lists factual criteria taken from information the vendors publish themselves. For how we put it together, see the methodology.