Attio
Attio is a modern, object-based CRM built for fast-moving teams. With a Notion-like interface, AI-powered data enrichment, custom objects, and flexible pipelines, it adapts to any workflow. Generous free plan for up to 3 users with real-time syncing. Ideal for startups and scaling companies that want a CRM that evolves with their processes.
Startups and scaling teams that need a flexible, customizable CRM that adapts to evolving workflows
Our Verdict
Attio is a modern, object-based CRM built for fast-moving teams. With a Notion-like interface, AI-powered data enrichment, custom objects, and flexible pipelines, it adapts to any workflow. Generous free plan for up to 3 users with real-time syncing. Ideal for startups and scaling companies that want a CRM that evolves with their processes.
Rating Breakdown
Why Trust This Review
Our team has spent 40+ hours hands-on testing Attio across real-world scenarios. We follow a rigorous methodology with weighted scoring criteria. Our reviews are editorially independent and never influenced by affiliate partnerships.
Disclosure: We may earn affiliate commissions when you purchase through links on this site. This never influences our ratings or recommendations. Our reviews are based on independent testing.
Pros & Cons
Pros
- Extremely flexible custom objects and data model — build the CRM around your exact workflow rather than adapting to rigid structures
- One of the most generous free plans available: 3 users, 50,000 records, and real-time data enrichment at no cost
- Intuitive, Notion-like interface with modern design that teams actually enjoy using — G2 users rate ease of use 4.7/5
- AI-powered automatic data enrichment saves hours of manual contact research and keeps records up to date
- Real-time collaboration with shared timelines, notes, and activity feeds — excellent for distributed teams
Cons
- Native integrations are limited compared to HubSpot or Salesforce — often requires Zapier for common tools, adding extra cost
- Mobile app is less polished than the desktop experience and lacks some features available on web
- Workflow automations have a learning curve — expect 2+ hours to master the automation builder
- Significant price jump from Plus ($29) to Pro ($59) plan, and key features like custom objects are locked behind Pro
Full Review
Overview
Attio is a next-generation, object-based CRM designed for teams that need flexibility and speed. Unlike traditional CRMs that impose rigid structures, Attio lets you build custom data models — contacts, companies, deals, investors, partnerships — all linked with relational attributes. Its Notion-like interface feels familiar and intuitive, while AI-powered enrichment and workflow automation handle the heavy lifting.
Key Strengths
- Custom Objects & Flexible Data Model: Create any object type and define relationships between them. Model your CRM around your business, not the other way around.
- AI-Powered Enrichment: Automatically enrich contacts and companies with firmographic data including revenue, employee count, and industry — saving hours of manual research.
- Real-Time Collaboration: Shared timelines, collaborative notes, comments, and activity feeds keep everyone aligned.
- Advanced Workflow Automation: Build multi-step automations with customizable triggers and actions, including lead assignment, follow-up sequences, and status updates.
- Modern API & Integrations: Well-documented API with webhook support, plus native integrations with Gmail, Outlook, Slack, Zapier (5,000+ apps), and Stripe.
Pricing Analysis
Attio offers four tiers that scale with your team. The Free plan ($0) supports up to 3 users with 50,000 records, real-time syncing, and basic enrichment — one of the most generous free tiers in the CRM market. The Plus plan ($29/user/month billed annually) removes seat limits and adds enhanced email capabilities and 1,000 monthly sends. The Pro plan ($59/user/month) unlocks custom objects, email sequences, call intelligence, and advanced reporting — the sweet spot for scaling teams. Enterprise ($119/user/month) adds SAML/SSO, unlimited reporting, and a dedicated success manager.
Who Is It Best For?
Attio is purpose-built for startups, venture-backed companies, and scaling teams of 5-100 who value agility. It excels for sales teams, customer success, investor relations, and partnership management. If your workflows change frequently and you need a CRM that adapts without expensive consultants, Attio is the ideal choice. Teams transitioning from spreadsheets or Notion will find the learning curve minimal.
The Bottom Line
Attio represents the future of CRM — flexible, intelligent, and designed for modern teams. While it lacks the massive app ecosystem of Salesforce or HubSpot, its flexibility, generous free plan, and rapid feature development make it a compelling choice for startups and growth-stage companies. G2 users rate it 4.7/5, consistently praising its customizability and intuitive interface.
Alternatives to Attio
Frequently Asked Questions
Yes, Attio offers a genuinely functional free plan for up to 3 users with 50,000 records, real-time contact syncing, and automatic data enrichment. Unlike many free CRM tiers that severely limit functionality, Attio's free plan includes pipeline management, email integration, and calendar sync. You can use it indefinitely without entering payment details.
Attio is more flexible and customizable than HubSpot, with its object-based data model letting you structure your CRM exactly how your business works. HubSpot offers a larger ecosystem and more native integrations, but Attio's free plan is more feature-rich for CRM-specific tasks. Startups that need a CRM that adapts quickly to changing workflows will prefer Attio; those wanting an all-in-one marketing + sales platform may prefer HubSpot.
Attio's main limitations include a smaller native integration ecosystem (you'll often need Zapier), a mobile app that's less polished than the desktop version, and key features like custom objects and email sequences being locked behind the Pro plan ($59/user/month). Customer support documentation is also more limited compared to established CRM providers like Salesforce or HubSpot.
Written by
Alex has spent 8+ years testing and reviewing B2B SaaS tools. Former Head of Growth at a Series B startup, he brings hands-on experience with lead generation, CRM, and marketing automation platforms.