Multilayer thin film assembly by the layer-by-layer (LbL) technique offers an inexpensive and versatile route for the synthesis of functional nanomaterials. In the case of polymer-clay systems, however, the technique faces the challenges of low clay loading and lack of tunability of the film characteristics. This is addressed in the present work that achieves exponential growth in clay-containing polyelectrolyte films having high clay loading and tailored properties. Our approach involves the incorporation of a weak polyelectrolyte and a clay with relatively high charge density and small particle size. The system of investigation comprises poly(diallyldimethylammonium chloride) (PDDA) as the polycation and laponite clay and poly(acrylic acid) (PAA) or poly(sodium-4-styrene sulfonate) (PSS) as polyanions that are used alternately to create multilayers. Successful high clay loading and exponential growth were achieved by two different approaches of polyanion incorporation in the multilayers. A progressive increase in the degree of ionization of PAA was shown to contribute to the exponential growth. Our findings also include novel pathways to manipulate thickness, surface topography, and clay content. The strategy presented here can lead to novel approaches to fabricate tailor-made nanomaterials for distinct applications.