Attio vs Keap

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.

Keap is a small-business CRM and marketing automation platform that combines contacts, email and text campaigns, sales pipelines, appointments, invoices and payments in one account. It started in 2001 in Arizona as Infusionsoft, rebranded as Keap in 2019, and was acquired by Thryv Holdings in 2024. Its core job is automating follow-up for service businesses and coaches.

The visual campaign builder triggers emails, texts, tasks and tags based on forms, purchases, appointments or pipeline stages. Landing pages, multi-page sales funnels, checkout forms with order bumps and promo codes, quotes, invoices and recurring billing cover selling, while lead scoring, custom fields and reporting handle the CRM side. Keap now sells one all-in-one plan at $299 a month, or $2,988 a year, including two users; extra users cost $39 a month and a paid implementation package is required.

Keap fits established small businesses that sell services or digital products and want deep automation without stitching tools together. The price is high for solo founders, US-only texting and native payments limit international users, and the interface feels older than newer rivals. HubSpot offers a free CRM with a smoother path to scale, ActiveCampaign gives stronger email automation for less, and Pipedrive is better for pure sales pipelines.

The 14-day free trial needs no credit card but caps sending at 25 emails and blocks texts and payment processing, so plan a real test with a few internal contacts. Ask about the unlisted implementation fee before committing.