Attio vs folk

Attio is a CRM from London-based Attio Ltd that is built like a database rather than a fixed sales pipeline. Objects (people, companies, deals or anything you define, such as workspaces or subscriptions), attributes and relationships are fully customizable, and every list is a filterable, sortable view over that data. Connecting Gmail, Google Calendar or Outlook lets Attio create records automatically and enrich people and companies, so the CRM fills itself as the team works.

On top of the data model sit workflows with triggers, branches and AI steps, reports for pipeline and activity, email sequences and, on Pro, call recording with AI summaries. The REST API and webhooks are first-class, which attracts startups that want product usage data to live next to customer data. Pricing is per seat: a free plan for up to three seats, then Plus, Pro and Enterprise, with SAML SSO, unlimited objects and audit logs at the top.

Attio suits startups and tech companies whose go-to-market teams like Notion- or Linear-style software and want to model their own business. It is thinner on marketing automation, support ticketing and ready-made integrations than HubSpot, and lacks the enterprise depth of Salesforce. Folk is a lighter relationship CRM for small teams, while Pipedrive remains simpler for classic deal pipelines.

folk is a lightweight CRM for relationship-driven teams, built by a Paris-based startup that came out of the Hexa (formerly eFounders) startup studio. It targets founders, investors, agencies, recruiters and partnership teams who manage relationships rather than high-volume sales pipelines and find HubSpot or Salesforce too heavy.

The folkX Chrome extension imports contacts from LinkedIn, Gmail and other sites in one click, and folk enriches them with emails and company data. Contacts live in groups with customizable views (table, pipeline/kanban), custom fields and shared notes. Email and Google or Microsoft calendar sync keep interaction history up to date, and mail merge and sequences let you send personalized outreach at small scale. The AI assistant drafts messages, summarizes relationship context and suggests follow-ups. Pricing is per user, with the Standard plan covering the core CRM and Premium adding sequences, more enrichment and AI features.

folk works well for small teams that want a modern, fast CRM they will actually keep up to date. Reporting is basic, integrations are fewer than mature CRMs, and it is not designed for large sales organizations with complex territories, forecasting or quotas. Attio is the closest modern alternative with more data modeling power, Pipedrive suits classic deal-focused sales teams, and HubSpot fits companies that want marketing and service in the same system.