Cognism vs Lusha vs Apollo: Which B2B Data Provider Wins in 2026?

If you're evaluating B2B data providers, three names keep coming up: Cognism, Lusha, and Apollo. Each has millions of users. Each claims to have the best data. And each has a very different approach to the market.

We've used all three extensively across different sales teams and use cases. This comparison cuts through the marketing to give you practical insights on where each platform excels—and where they fall short.

Quick Comparison Overview

Cognism: The European Data Specialist

Cognism has positioned itself as the premium option, particularly for teams selling into European markets. Their focus on compliance and phone-verified mobile numbers sets them apart.

Where Cognism Excels

European data quality: If you're selling into EMEA, Cognism's data coverage and accuracy is generally considered best-in-class. They've invested heavily in European markets where US-based providers often struggle.

Diamond Data (verified mobiles): Their phone-verified mobile number database is genuinely valuable for teams that rely on cold calling. These aren't scraped numbers—they're manually verified for accuracy.

GDPR compliance: Cognism takes compliance seriously. They provide Do-Not-Call list checking, consent tracking, and compliance documentation that matters for European prospects.

Intent data integration: Through their Bombora partnership, you can identify companies actively researching topics related to your solution.

Where Cognism Falls Short

Pricing: Cognism is expensive—typically starting around $1,000/month and scaling up quickly. This prices out smaller teams and startups.

US coverage: While they have US data, it's not their strength. US-focused teams often find better value elsewhere.

Limited outreach features: The platform includes basic sequencing, but it's not competitive with dedicated outreach tools. Most teams still need additional software.

Credit system complexity: The credit-based pricing can be confusing, and costs add up quickly if you're doing high-volume prospecting.

Best For

Teams selling into European markets who need verified mobile numbers and can justify the premium pricing. Particularly strong for enterprise sales teams with compliance requirements.

Lusha: The Quick Contact Finder

Lusha made its name with a simple browser extension that reveals contact information while you browse LinkedIn. They've since expanded into a broader platform, but quick lookups remain their core strength.

Where Lusha Excels

Ease of use: Lusha is remarkably simple. Install the extension, browse LinkedIn or company websites, and click to reveal contact info. No learning curve.

Free tier: You can start with 5 free credits per month—enough to test the data quality for your target market before committing.

Speed: When you need a phone number or email quickly, Lusha delivers instantly. No bulk exports or list building required.

Decent mobile coverage: Their mobile number database is solid, though not as comprehensive as Cognism's verified data.

Affordable entry point: Paid plans start at $49/month, making it accessible for individual reps and small teams.

Where Lusha Falls Short

Limited database size: With 100M+ profiles, Lusha's database is smaller than competitors. You'll hit more "no data available" dead ends.

Basic search functionality: The prospecting and search features are rudimentary compared to Apollo or Cognism. It's better for individual lookups than list building.

No outreach tools: Lusha is purely a data tool. You'll need separate software for email sequences, calling, etc.

Credits burn quickly: The credit system means high-volume users rack up costs fast. Each reveal uses credits, and limits aren't generous on lower tiers.

Best For

Individual sales reps who need quick contact lookups while prospecting on LinkedIn. Good for teams that already have target accounts identified and just need contact details.

Apollo: The All-in-One Platform

Apollo has grown from a data provider into a comprehensive sales engagement platform. They offer data, email sequences, calling, and analytics in one package.

Where Apollo Excels

All-in-one platform: Data, email sequences, dialer, meeting scheduler—Apollo tries to be your entire prospecting stack in one tool.

Large database: 210M+ contacts with good US coverage. The sheer volume means you're likely to find data on most prospects.

Generous free tier: Apollo's free plan includes email sequences and a reasonable number of credits. You can run real campaigns without paying.

Advanced filtering: Robust search with filters for industry, company size, technologies used, funding, and more.

Affordable paid plans: Starting at $49/month for basic paid features, with professional plans around $99/month.

Where Apollo Falls Short

Data accuracy concerns: The trade-off of a massive database is inconsistent quality. Users report higher bounce rates and outdated information compared to Cognism or ZoomInfo.

Generic data: Apollo provides basic firmographic and contact data. You won't find psychographic insights, financial indicators, or deep prospect intelligence.

Mobile numbers: This is Apollo's weakest area. Mobile coverage is limited compared to Cognism or even Lusha.

Jack of all trades: Because Apollo tries to do everything, some features feel underdeveloped compared to specialized tools. The dialer isn't as good as dedicated dialers; the sequences aren't as sophisticated as dedicated email tools.

European data: US-focused by heritage. European coverage and compliance aren't as strong as Cognism.

Best For

Teams that want a single platform for prospecting and outreach, particularly those focused on US markets and comfortable with potential data quality trade-offs for the sake of simplicity and cost.

Head-to-Head Comparisons

Data Quality: Cognism > Lusha > Apollo

Cognism's verification processes and European focus give them the edge on quality. Lusha's data is generally reliable for what they cover. Apollo's scale comes at the cost of consistency.

Mobile Numbers: Cognism > Lusha > Apollo

If cold calling is central to your process, Cognism's Diamond Data is worth the premium. Lusha provides decent mobile coverage. Apollo lags significantly here.

Value for Money: Apollo > Lusha > Cognism

Apollo's generous free tier and affordable paid plans deliver the most for budget-conscious teams. Cognism's premium pricing is hard to justify for smaller teams.

Ease of Use: Lusha > Apollo > Cognism

Lusha's simplicity is unmatched. Apollo requires more setup but remains approachable. Cognism's interface has a steeper learning curve.

All-in-One Capability: Apollo > Cognism > Lusha

If you want one tool to rule them all, Apollo is the clear choice. Cognism offers some sequences. Lusha is data-only.

What All Three Are Missing

Here's the thing: all three platforms focus on contact data and basic outreach. None of them help you with:

• Deep prospect intelligence: Psychographic profiles, communication preferences, buying triggers
• Real-time sales coaching: Help during actual conversations
• Financial and credit indicators: Especially important for high-ticket B2C and financial services sales
• AI-powered personalization: Beyond basic variable substitution
• Post-call automation: Intelligent follow-up based on conversation outcomes

These platforms tell you WHO to contact. They don't help you understand HOW to sell to each person or support you DURING the conversation. That's a significant gap.

Which Platform Should You Choose?

Choose Cognism if:

• You sell primarily into European markets
• Phone-verified mobile numbers are critical to your process
• GDPR compliance is a major concern
• You have budget for premium data

Choose Lusha if:

• You need quick, individual contact lookups
• Simplicity matters more than advanced features
• You're supplementing another data source
• Budget is limited but you need reliable data

Choose Apollo if:

• You want data + outreach in one platform
• You're focused on US markets
• Value matters more than premium data quality
• You need a generous free tier to start

Choose Appendment if:

• You need deep prospect intelligence, not just contact data
• Real-time sales coaching would improve your team's performance
• You sell high-ticket products where personalization matters
• You want AI to help with personalization and follow-up

The Hybrid Approach

Many successful teams don't pick just one. A common stack:

• Apollo or Lusha for basic contact discovery
• Cognism for European campaigns or verified mobiles
• Appendment for deep intelligence, personalization, and coaching
• Instantly or Smartlead for dedicated email deliverability

The key is knowing what each tool does best and using them accordingly.

Conclusion

Cognism, Lusha, and Apollo each have their place. Cognism leads in European data quality and verified mobiles. Lusha wins on simplicity and quick lookups. Apollo offers the best value for an all-in-one approach.

But contact data is becoming commoditized. The real differentiation in 2026 isn't knowing who to contact—it's knowing how to sell to them. That's where traditional data providers fall short, and intelligence platforms like Appendment step in.