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Custral vs Clarify / Lightfield

The newest AI-native CRMs, usage-priced and betting that a CRM should maintain itself rather than be maintained.

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AI-native CRM

Clarify / Lightfield

Best for sales teams betting on a CRM that updates itself.

Unlimited seats (Clarify)Self-updating recordsUsage pricing
Full-cycle platform

Custral

Best when you want one system for the whole customer lifecycle, sales through success, instead of a stack of tools and bills.

Full lifecycleInbox + voiceStella, AI teammateOpen & extensible

Why teams pick Custral over Clarify / Lightfield.

  1. A bill you can forecast

    Usage billing is hard to predict before you know your volume. Custral is one per-seat price, with monthly credits included on every plan.

    Per-seat pricingMonthly credits

  2. Beyond the sales motion

    Both stop at the sales motion. Custral carries the same records into onboarding, support and renewal.

    Records & pipelinesWorkflowsSequences

  3. Talk to customers from the same place

    Neither has a native inbox or phone. Custral threads email, SMS, website chat and calls on the record.

    Unified inboxBuilt-in dialer

Line by line.

NativeAdd-on or tieredSeparate tool
Records & CRM✓ IncludedNative
Custral

Custom objects, fields and pipelines on one shared set of records.

Custom objects & fieldsPipelines & stagesFull record history
Clarify / Lightfield

Core strength: a flexible, modern data model that keeps itself current.

Communications✓ IncludedAdd-on or tiered
Custral

One inbox for email, SMS and website chat, threaded on the record.

Unified inboxAssignment & routingTemplates & snippets
Clarify / Lightfield

Email and calendar sync deeply; SMS and website chat live in other tools.

Voice✓ IncludedAdd-on or tiered
Custral

A built-in dialer with call recording, transcripts and an AI notetaker.

Built-in dialerRecording & transcriptionAI notetaker
Clarify / Lightfield

Call transcripts are read and summarised, but the dialer is a separate tool.

AI teammate✓ IncludedNative
Custral

Stella, your AI teammate: ask about your workspace, draft work, or build it by describing it.

Ask for insightsBuild the workspaceFill & enrich fields
Clarify / Lightfield

A genuine strength: AI is the substrate, not a sidebar. Usually metered by credits.

Workflows✓ IncludedAdd-on or tiered
Custral

Automations across every object: routing, follow-ups, updates and sequences.

WorkflowsSequences
Clarify / Lightfield

Automation is improving quickly, though depth varies by product and plan.

Docs✓ IncludedSeparate tool
Custral

Collaborative docs, notes and whiteboards on the records they describe.

Docs & notesWhiteboards
Clarify / Lightfield

Notes live on records; long-form collaborative docs are a separate tool.

Reporting✓ IncludedAdd-on or tiered
Custral

Dashboards and saved views over your records, with no bolt-on BI tool.

DashboardsSaved views
Clarify / Lightfield

Reporting is real but younger than the incumbents'.

Extensibility✓ IncludedNative
Custral

An open API, your own blocks and widgets inside the product, and webhooks.

Open API (Growth and up)Custom blocksWebhooks
Clarify / Lightfield

Modern APIs, webhooks, and in some cases an MCP server.

Pricing model✓ IncludedAdd-on or tiered
Custral

One per-seat price, from $39 billed annually ($49 monthly). Plans differ by usage limits; API access starts on Growth.

Clarify / Lightfield

Priced by usage credits, by seat, or by quote after a demo. Still moving.

Setup✓ IncludedNative
Custral

Import a CSV, or start from a blueprint that sets up your objects, pages and views.

ImportBlueprints
Clarify / Lightfield

Fast to start. Quick setup is one of the category's real advantages.

We'd rather win outright, so “Native” credits a real strength of Clarify / Lightfield. The other two labels describe how a capability is typically obtained, not any one plan.

Where Clarify / Lightfield shines, and where it stops.

Where it's strong

  • Clarify has unlimited seats on every plan
  • Records that update themselves from calls and email
  • You pay for work performed rather than logins
  • Fast-moving teams with new ideas about what a CRM is

Where teams hit its limits

  • Both are early; expect the product and pricing to keep moving
  • Lightfield repriced three times in under a month in August 2026
  • Usage billing is hard to forecast before you know your volume
  • Sales-motion scope: no native inbox, phone or post-sale surface

Worth weighing before you switch

The closest products to Custral in philosophy: AI as the substrate, not a sidebar.

Also the youngest, so weigh the roadmap as much as the feature list.

The scope difference matches Attio's. A CRM that maintains itself is still a CRM.

What it costs.

Their published list price, next to ours.

Clarify / Lightfield

$50a month

Clarify Starter, billed monthly: 5,000 credits, unlimited seats.

$89a user a month

Lightfield Starter, billed monthly, up to 3 seats.

Checked against their published pricing in September 2026. Prices change, so verify before you decide.

Every tier, and what to budget

Clarify is free with 1,000 monthly credits and unlimited seats, then Starter at $50/month for 5,000 credits, with Growth from $1,000/month, all billed monthly. Lightfield has no free plan (Starter has a 14-day trial): Starter is $89/user/month billed monthly, up to 3 seats, then Pro at $999/month and Growth at $1,999/month per workspace, billed annually with 5 and 10 capture seats respectively (viewer seats are unlimited). Lightfield's pricing has changed repeatedly, so check lightfield.app/pricing before quoting it.

Usage pricing suits AI work, but it turns the bill into a forecast. Model it against your own call and email volume.

Custral

$39a seat a month

Starter, billed annually ($49 monthly).

Monthly credits are included on every plan. Plans differ by usage limits; API access starts on Growth.

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