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CRM · head to head

Apollo.io vs ServiceNow

Apollo.io logo

Apollo.io

CRM

Revenue intelligence platform

From
Free
Free plan
Yes
Full reviewWebsite
ServiceNow logo

ServiceNow

Customer Support

The world works with ServiceNow

From
On request
Free plan
No
Full reviewWebsite

The short version

  • Only Apollo.io has a free tier, so it costs nothing to try first.
  • Each has a real cost: Apollo.io everything is metered in credits, and the free Starter plan runs on them too, so prospecting volume is capped rather than the feature set; ServiceNow listed on G-Cloud 14 by reseller UP3 Services Ltd at £81.00 per licence per month for ServiceNow
  • They diverge on capability: Apollo.io covers Contact database, ServiceNow covers ITSM.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Apollo.io and ServiceNow actually diverge.

Attributes where Apollo.io and ServiceNow differ
AttributeApollo.ioServiceNow
Starting priceFreeOn request
Pricing modelsubscriptionquote
Free tierYesNo
PlatformsWebWeb, Ios, Android
CategoryCRMCustomer Support
Founded20202004

Identical on both: user rating (Not yet rated).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Apollo.io

  • Contact database
  • Email finder
  • Lead search
  • Automation
  • Engagement tracking
  • Reporting
  • HubSpot
  • Outlook

Only in ServiceNow

  • ITSM
  • IT Operations
  • Customer workflows
  • Employee workflows
  • App development
  • AI/ML capabilities
  • Microsoft Teams
  • SAP

Both cover

  • Salesforce
  • Slack
  • SOC2
  • Web support

What people use each for

The jobs each tool is most often brought in to do.

Apollo.io

  • Sales prospecting and lead generationnot ServiceNow
  • Contact database management for sales teamsnot ServiceNow
  • Email outreach and workflow automationnot ServiceNow

ServiceNow

  • Enterprise IT managementnot Apollo.io
  • Digital transformationnot Apollo.io
  • Workflow automationnot Apollo.io

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Apollo.io

  • Everything is metered in credits, and the free Starter plan runs on them too, so prospecting volume is capped rather than the feature set
  • Plans described as unlimited are capped in the fair use policy at 10,000 credits a month for non-paying accounts
  • Connecting a mailbox that is not Gmail or Microsoft requires a paid plan
  • How many records can be selected at once varies by tier
  • Running out of credits means buying more rather than waiting for a reset

ServiceNow

  • Listed on G-Cloud 14 by reseller UP3 Services Ltd at £81.00 per licence per month for ServiceNow

Pricing, plan by plan

Apollo.io

Free
  • FreeFree
    • Basic contact search
    • Limited searches
  • Starter$49/month
    • Everything in Free
    • Advanced search
    • Email finder
  • Professional$149/month
    • Everything in Starter
    • Automation
    • Advanced analytics

ServiceNow

On request
  • IT Service Management$undefined/month
    • Incident management
    • Problem management
    • Change management
  • IT Operations Management$undefined/month
    • Discovery
    • Service mapping
    • Event management
  • Customer Service Management$undefined/month
    • Omnichannel engagement
    • Self-service
    • Case management

Which should you pick?

Choose Apollo.io if

  • You need contact database.
  • You want to start without paying.
  • You also want email finder.
Apollo.io review

Choose ServiceNow if

  • You need itsm.
  • You work on Web, Ios, Android.
  • You also want it operations.
ServiceNow review

Questions people ask

Is Apollo.io or ServiceNow better?
Neither clearly leads. Apollo.io starts at Free and ServiceNow at On request, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Apollo.io or ServiceNow?
Apollo.io has a free tier; the other does not. Paid plans start at Free for Apollo.io and On request for ServiceNow.
Does Apollo.io or ServiceNow run on more platforms?
Apollo.io runs on Web. ServiceNow runs on Web, Ios, Android.
Can I use Apollo.io for free?
Yes. Apollo.io has a free tier, so you can try it without paying. ServiceNow starts at On request.
What is Apollo.io best used for?
Apollo.io is most often used for sales prospecting and lead generation, contact database management for sales teams, email outreach and workflow automation. Of those, sales prospecting and lead generation and contact database management for sales teams are not what ServiceNow is typically brought in for.
What can Apollo.io do that ServiceNow cannot?
Apollo.io covers Contact database, Email finder, Lead search, Automation. ServiceNow covers ITSM, IT Operations, Customer workflows, Employee workflows. Both handle Salesforce, Slack, SOC2, Web support.

Answered from the vendors’ own pages

Apollo.io: Does Apollo offer a free plan?

Yes, Apollo offers a Starter plan that is free forever and includes unlimited email addresses for contacts. Gmail and Microsoft email account linking are available on the free plan with limited third-party email account linking.

Source
ServiceNow: Does ServiceNow offer a free trial?

ServiceNow provides product trials and demos for prospects. Organizations can request a demo to see the platform capabilities for IT service management, customer service management, and business workflows.

Source
Apollo.io: How does Apollo's credit system work?

Apollo uses a credit-based system for exporting contact data outside the platform. Free and non-paying accounts have a monthly credit limit of 10,000 credits. Paid accounts receive limits based on their plan pricing, calculated as the lesser of annual commit divided by $0.025 or 1 million credits annually.

Source
ServiceNow: How is ServiceNow priced?

ServiceNow uses subscription-based pricing with custom quotes based on the number of users and modules selected. Organizations must contact ServiceNow directly to receive pricing for their specific deployment needs.

Source
Apollo.io: How much do trial plans cost on Apollo?

Apollo trial plans include 50 credits and 5 mobile credits to test paid features at no charge. Trial versions do not support non-Gmail/Microsoft email account linking. Upgrades take effect immediately while downgrades take effect at the end of the billing cycle.

Source
ServiceNow: What implementation support does ServiceNow provide?

ServiceNow offers professional services, customer success management, and training programs to help organizations maximize value from the platform. Implementation support is available through direct services teams and certified implementation partners.

Source
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