Breadcrumbs vs Clearbit in 2026: What You're Actually Buying After Two Acquisitions

Breadcrumbs and Clearbit are two of the most-searched lead scoring and enrichment tools that no longer exist as independent products. Breadcrumbs was bought by MadKudu in October 2024, and MadKudu itself sold to HG Insights in August 2025. Clearbit was folded into HubSpot's Breeze Intelligence in 2024. Here's what each actually costs and does now.

How do Breadcrumbs and Clearbit compare in 2026?

Breadcrumbs was a standalone lead scoring tool for marketing and sales teams. It's now MadKudu's product after an October 2024 acquisition, gated behind demo-only sales. Clearbit was a standalone enrichment API. It's now Breeze Intelligence, bundled inside HubSpot and billed in credits.

Tool	Starting Price (2026)	Best For	Standout Feature
Breadcrumbs (now MadKudu)	No public price, demo required. Third-party trackers cite roughly $999-$2,499/mo	Teams needing multi-signal fit and intent scoring across sales and marketing	Copilot-built scoring models, no data science team needed
Clearbit (now Breeze Intelligence)	~$75/mo minimum with a HubSpot seat, plus credit packs	Teams already on HubSpot who want enrichment inside the CRM they use daily	Enrichment metered from a shared HubSpot credit pool

What actually happened to Breadcrumbs?

Breadcrumbs launched as an independent lead scoring platform built for HubSpot and Salesforce shops. MadKudu acquired it in October 2024 and said customers would migrate onto the MadKudu platform, per Breadcrumbs' own blog. Nine months later, MadKudu itself was bought by HG Insights in August 2025 and folded into HG's Revenue Growth Agentic Ecosystem.

The breadcrumbs.io marketing site is still live in 2026, but its pricing page 301-redirects to a MadKudu demo booking, tagged with a utm_campaign parameter literally labeled "joined_forces." There's no self-serve signup left. Want the Breadcrumbs scoring engine today? You're buying MadKudu, sold through HG Insights.

What actually happened to Clearbit?

Clearbit shut down its free tools on April 30, 2024, and stopped operating as an independent company shortly after. HubSpot absorbed the enrichment technology into Breeze Intelligence, its enrichment and buyer-intent layer. You can't buy Clearbit on its own anymore.

You buy a HubSpot seat, and Breeze Intelligence rides along as a credit-metered add-on, per HubSpot's own pricing page. Starter plans include 500 credits a month, Professional includes 3,000, and heavier enrichment means buying packs, like 30,000 credits for roughly $270/mo.

How much do Breadcrumbs and Clearbit cost in 2026?

Neither company publishes a real price anymore. MadKudu, Breadcrumbs' new home, doesn't list pricing at all. Vendr's marketplace data puts median annual spend near $35,000, ranging $12,600 to $97,000, with enterprise deals past $100,000.

Breeze Intelligence starts inside a HubSpot seat, roughly $75/mo combined at minimum, plus credit packs on top: 5,000 credits for about $45/mo, 30,000 for $270/mo, 100,000 for $900/mo, per HubSpot's Breeze Intelligence pricing page. One path is enterprise-sales-only with no sticker price. The other is transparent but bundled into a CRM contract.

Which one should you actually buy?

If you need standalone lead scoring and don't already run HubSpot, don't chase Breadcrumbs by name. You'll land in a MadKudu enterprise sales cycle with no published price, built for teams already spending $35K+/yr on GTM data. Overkill for most 10-50 person sales teams.

If you're already on HubSpot and just need enrichment on contacts you're emailing, Breeze Intelligence is the more pragmatic pick, mainly because it sits inside the tool your team already opens every day.

Neither tool solves the step before scoring: finding and verifying contacts. That's the layer Modern Inbound runs for clients, so whatever scoring tool you land on has something worth scoring. If you'd rather skip the acquisition-chasing, that's what the setup engagement is built for. See how it works.

FAQ

Is Breadcrumbs still a separate product from MadKudu?

No. MadKudu acquired Breadcrumbs in October 2024, and Breadcrumbs customers were migrated onto the MadKudu platform. The breadcrumbs.io website is still live for marketing and blog content, but its pricing page redirects straight to a MadKudu demo booking.

What is Clearbit called now?

Breeze Intelligence, HubSpot's data enrichment feature. HubSpot folded Clearbit's enrichment technology into Breeze Intelligence and shut down Clearbit's free tools on April 30, 2024.

Can you still buy Breadcrumbs or Clearbit as standalone tools?

Not really. Breadcrumbs pricing now routes to MadKudu's enterprise sales team with no public price listed. Clearbit requires a paid HubSpot seat plus Breeze Intelligence credits, so neither is purchasable the way the original products were sold.

Which is cheaper, MadKudu or Breeze Intelligence?

Breeze Intelligence has the lower published entry cost, roughly $75/mo combined with a HubSpot seat, per HubSpot's pricing page. MadKudu doesn't publish pricing, but third-party trackers like Vendr report median annual spend near $35,000, which is far more than most small teams pay for Breeze Intelligence.

By Rishabh Ambasta, Founder, Modern Inbound.