Apollo.io offers Waterfall Enrichment
Product
Waterfall Enrichment fills missing contact and company data by checking Apollo data first, then 20+ partner sources in sequence.
- Currently Offered
Waterfall Enrichment fills missing contact and company data by checking Apollo data first, then 20+ partner sources in sequence.
Waterfall enrichment depends on the providers and validation partners enabled in an Apollo team's configuration. Administrators choose the vendor lineup and sequence, can remove third-party sources, and may leave Apollo as the sole data source; coverage therefore depends on those settings and connected providers.
Apollo's support documentation says successful data returns and optional validation incur separate credit charges. Teams must monitor source-level results and tune the sequence and limits to manage cost; the product does not promise that every provider will return a match for every record.
Apollo says the Waterfall project began in late 2024 to extend its enrichment through third-party data vendors. Its engineering team reports delivering an MVP in under nine weeks and putting it in the hands of beta testers.
An Apollo engineering article dated July 25, 2025 describes how the product developed vendor integrations, validation, rate controls and larger batch processing. The article reports Waterfall moving from an early small-scale system to production use; these facts describe the product's history rather than Apollo's founding.
Apollo documents credit-based charges for Waterfall enrichment. A successful result from Apollo or a connected provider incurs credits, and more than one provider may return data during one run, with each return billed.
If an administrator configures a validator, validation incurs a separate credit charge for each check. Apollo says the interface provides a credit estimate before a run, while administrators control provider order, optional validation and per-user credit limits.
Apollo's Waterfall Enrichment is a sequential contact and company data completion product. It checks Apollo's own database first, then a customer-configured sequence of connected providers when a field is missing. The flow can continue through the lineup until a validated result is found or all sources are tried.
Apollo describes email, phone, and company-field enrichment, built-in validation, and 20+ partner sources, with an option to bring a vendor. Results can be used in Apollo workflows, sequences, dialing, CRM sync, and API integrations. Admins configure source order and optional validation, set credit limits, and can disable the waterfall globally or for specific activities; Apollo distinguishes it from CRM Enrichment of existing records.