Attio is a CRM tool for Small businesses and Developers, offered as freemium ($44/mo). Founded in United Kingdom in 2019. Popular alternatives include Twenty.
About Attio
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.
Key features of Attio
- Custom objects and attributes with relationships between records
- Automatic enrichment from Gmail, Google Calendar and Outlook
- Lists with views, filters and formulas, like a spreadsheet over your CRM
- Workflows with triggers, branches and AI steps
- Email sequences and call recording with AI summaries (Pro)
- Developer-grade REST API and webhooks
Pros and cons
Pros
- Most flexible data model among modern CRMs
- Self-populating from email and calendar; little manual entry
- Fast, well-designed UI; strong API
- Free plan for very small teams
Cons
- Marketing and support tooling is minimal
- Fewer native integrations than HubSpot or Salesforce
- Per-seat price climbs quickly at Pro and Enterprise
- Younger product; some enterprise features still maturing
Attio pricing
Attio uses a freemium model. A 14-day free trial is available.
| Plan | Price | Includes |
|---|---|---|
| Free | $0 | Up to 3 seats, 50,000 records, 3 objects |
| Plus | $44 / seat/mo | $35 billed annually; up to 10 seats, 250,000 records |
| Pro | $99 / seat/mo | $79 billed annually; unlimited seats, 1M records |
| Enterprise | Custom | Billed annually; unlimited objects and teams |
Source: attio.com · checked on Oct 20, 2026
How Attio compares in CRM
- Rank by votes
- #2 / 19
- Starting price
- $44
- Free alternatives
- 2
0 votes from members
120% above the category median ($20/mo)
Free or open-source tools in CRM
Attio ranks #2 of 19 crm tools by community votes and is priced above most tools in the category.
Common use cases
- 1Startup GTM team modelling accounts, users and subscriptions as custom objects
- 2Investor or recruiter relationship tracking enriched from inbox
- 3Founders replacing a Notion CRM with something that scales
- 4Companies syncing product usage into the CRM via API
Best for
Startups and tech companies with technical GTM teams who want a customizable, data-model-first CRM.
Not ideal for
Teams that need built-in marketing automation, ticketing or a large marketplace of ready integrations today.
Integrations
- Gmail
- Google Calendar
- Outlook
- Slack
- Zapier
- Make
- Segment
- Stripe (via API)
Our take
Attio is the most promising modern CRM: if you think of your customer data as a database, nothing else feels as natural. Choose it when flexibility and API access matter more than breadth; choose HubSpot when you need the full suite.
FAQ
- What is Attio?
- Attio is a CRM tool: Flexible, data-model-driven CRM.
- How much does Attio cost?
- Attio uses a Freemium model; paid plans start at $44 per month.
- What are the best alternatives to Attio?
- Community-listed alternatives to Attio include Twenty.
- Does Attio have a free trial?
- Yes, Attio offers a 14-day free trial.
- What does Attio integrate with?
- Attio integrates with Gmail, Google Calendar, Outlook, Slack, Zapier, Make and more.
- Which platforms does Attio support?
- Attio is available on web, ios.
- Who is Attio for?
- Startups and tech companies with technical GTM teams who want a customizable, data-model-first CRM.
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