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Attio
AI CRM that adapts and enables real-time collaboration.
Overview
Attio transforms traditional CRM limitations into competitive advantages for marketing leaders. Its AI-native architecture provides real-time customer intelligence, customizable workflows, and seamless team collaboration. Unlike rigid legacy systems, Attio adapts to your GTM strategy, enabling faster campaign execution, deeper relationship insights, and scalable automation that grows with your marketing operations.
Pros and Cons
Top 3 Differentiators:
Exceptional flexibility and customization with unlimited custom objects and workflows through an intuitive Notion-like interface, allowing teams to model exact business processes without code
Automatic data enrichment from 100+ sources adding crucial data points like ARR, funding rounds, and employee counts with one-click enrichment that saves substantial research time
Modern, intuitive user experience with 9.7/10 ease of use rating and 20% faster loading times than competitors, driving exceptional user adoption rates
Top 3 Limitations:
Limited native integrations requiring heavy reliance on Zapier for third-party connections, adding complexity and cost for popular email marketing and sales tools
Pricing concerns for scaling teams with costs escalating quickly from $36-$119 per user monthly, making it potentially expensive for larger organizations
Missing advanced sales features like lead scoring, territory management, built-in calling features, and comprehensive mobile functionality compared to established competitors
Who It's For
Technical founders, RevOps leaders, and GTM engineers at startups to scale-ups who think like system architects rather than process followers. These users value flexibility over rigid templates and prefer building custom solutions. Notable customers include Vercel, DigitalOcean, GitHub, Stripe, and Figma. Mid-market sales teams benefit from flexible workflows, while data-driven organizations appreciate the customizable database architecture for complex, long-cycle deals.
Use Cases and Applications
Product-Led Growth Optimization: B2B SaaS companies leverage Attio to track user adoption patterns, workspace usage metrics, and product engagement indicators for identifying product-qualified leads (PQLs). Companies like Modal and Railway built custom objects creating what Railway calls their "product-led growth machine." Perfect for implementing product-led growth strategies.
Revenue Operations Coordination: Marketing leaders use Attio to unify data across marketing, sales, and customer success teams with real-time pipeline visibility. The platform tracks complex SaaS metrics including MRR, ARR, CAC, and LTV with automated alerts for churn risks and expansion opportunities.
Account-Based Marketing Execution: The platform's custom object architecture supports sophisticated ABM campaigns with enriched firmographic data, multi-stakeholder mapping, and automated engagement tracking. Ideal for GTM strategies requiring precise account orchestration.
Key Features and Benefits
Workspace Customization:
Custom objects and attributes system with unlimited business model flexibility using 8+ attribute types for precise data modeling
Switch between Kanban, table, and timeline views while building complex workflows through a visual canvas interface
No-code customization approach enabling marketing teams to iterate quickly without IT dependencies
AI-Powered Data Intelligence:
Powerful graph database creates comprehensive relationship maps with sub-50ms latency processing millions of records
AI automatically enriches data from diverse sources including ARR estimates, funding information, and employee counts
Real-time synchronization across all connected systems maintaining data accuracy
True Multiplayer Collaboration:
Live cursors showing teammates' actions, shared note-taking with threaded comments, and granular permission controls
World-class mobile app enables collaboration from anywhere with Slack integration connecting lists directly to channels
Visual workflow builder transforms complex business processes into automated sequences powered by AI
Integrations and APIs
Native Integrations:
Analytics: Segment, June for product data
Automation: Zapier (1000+ apps), Make, Relay
Communication: Slack, Teams, Zoom, Gmail, Calendar
Email: Mixmax, Outreach, Mailchimp for sequences
Enrichment: Multiple data sources for automatic contact enrichment
Developer Platform:
REST API with 100 requests/second for reads, 25/second for writes
Webhook system with real-time events and SHA256 HMAC verification
TypeScript/React App SDK for embedded custom applications
OAuth 2.0 authentication with granular permission control
Plans and Pricing
Personal Plans:
Free: $0/month - Up to 3 users, 50,000 records, 250 automation credits/month
Plus: $29/user/month (annual) - Unlimited users, 250,000 records, 1,500 automation credits/month
Pro: $69/user/month (annual) - Unlimited users, 1,000,000 records, 10,000 automation credits/month
Enterprise: Custom price (annual) - Custom records, unlimited automation credits, SAML/SSO
Annual billing offers 20% savings over monthly pricing. The free plan includes basic CRM features with email/calendar sync and one additional custom object.
View current pricing at attio.com/pricing
Is There a Free Version?
Yes, the free tier supports up to 3 users with 50,000 records, providing core CRM functionality including people and companies tracking plus one additional custom object. Users receive 250 automation credits monthly with basic email sync capabilities.
How it Works
Attio operates on an AI-native architecture built from the ground up using graph database technology enabling complex relationship mapping with sub-50ms response times. The cloud-native infrastructure handles millions of records through an API-first design supporting comprehensive custom development. Real-time GTM data flows from every source without duplicates through Attio's flexible schema supporting custom objects, attributes, and adaptive relationships. Automatic email and calendar synchronization provides intelligent data mapping while data warehouse integrations connect product data and business intelligence tools seamlessly. The end-to-end automation engine operates across systems through programmable surfaces including APIs, SDKs, and natural language interfaces. Designed for humans and AI agents to work side-by-side, the platform delivers context-aware insights that surface relevant actions automatically.
Available Support Options
Support includes in-app chat with sub-5 minute response times, email at support@attio.com, and comprehensive help center documentation. Pro and Enterprise plans receive priority support with faster response times and detailed explanations consistently praised for quality.
What Customers Are Saying
Attio maintains impressive ratings: G2 scores 4.7-4.8/5, Product Hunt shows 5.0/5, while GetApp and Capterra rate 4.3/5. Users praise flexibility: "Attio is the only CRM that really meets my needs. Every other CRM felt like fitting into a box." AI capabilities earn acclaim: "Automatically adds vital data points you didn't already have."
However, limitations surface in reviews: "Lack of native integrations forces Zapier use" and "Pricey when you scale." Users note missing features: "Lacks key sales features including lead scoring or territory management." Despite constraints, the modern interface receives consistent praise: "If Apple built a CRM, this would be it."
Read reviews on G2 and Product Hunt
Frequently Asked Questions
What makes Attio different from traditional CRMs? Attio's AI-native architecture adapts to your business processes rather than forcing conformity to rigid templates, with Notion-like customization and automatic data enrichment from 100+ sources.
How does data migration work? The free Import2 service for paid plans supports migration from Salesforce, HubSpot, Pipedrive with full data mapping including companies, people, deals, and custom objects.
Who shouldn't use Attio? Large enterprises requiring advanced sales features, high-volume sales teams needing lead scoring, and teams dependent on extensive third-party integrations may find established platforms better suited.
What's the mobile experience like? iOS and Android apps enable record updates, note collaboration, and task management, but remain basic and optimized primarily for viewing rather than comprehensive CRM management.
Can I export my data? Yes, Attio provides comprehensive data export capabilities and API access ensuring you maintain control over your data and can migrate if needed.
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