Sales and marketing · CRM
Attio
A modern, flexible CRM built around your own data model.
- Vendor
- Attio
- Pricing model
- Free plan; paid plans per seat.
- Runs on
- Vendor cloud (SaaS)
- Agentic OS layer
- Context
- Industries
- Any industry
- Last reviewed
- November 2026
Our verdict
A modern, flexible CRM that fits teams who want their own data model and fast set-up.
What it is
A newer CRM that lets teams model their own objects and relationships, with fast enrichment and a clean interface.
Best for
Startups and scale-ups that want a flexible CRM their team will actually enjoy using.
Not the right fit
Large enterprises with complex territories, CPQ and service needs.
Key capabilities
Custom data model
Objects shaped to your business.
Automatic enrichment
Company and contact data built in.
Workflows
Automations and AI attributes.
Reporting
Real-time pipeline views.
Strengths
- Flexible data model without heavy admin
- Quick to set up and pleasant to use
- Good API and automation for builders
Watch-outs
- Smaller ecosystem than HubSpot or Salesforce
- Large, process-heavy teams may outgrow it
Pricing
Free plan; paid plans per seat.
Pricing summarised in October 2026 and not re-checked since. Vendors change plans often, so confirm current pricing with Attio before you budget.
Security and governance
The CRM is your system of record, so access control matters most. Use SSO and role-based permissions, review field-level access for sensitive data, turn on audit logging, and check data residency options for each region you operate in.
How we would roll it out
- Agree the data model firstObjects, required fields and owners before migration.
- Migrate clean, not everythingDeduplicate and archive before import.
- Connect agents through scoped API usersEach integration gets its own permissions and log.
Compare with
Other tools in Sales and marketing, closest match first.
HubSpot
CRM
All-in-one CRM with marketing, sales and service hubs.
Best for Growing B2B teams that want marketing and sales on one platform without a heavy admin team.
Close
CRM
Sales CRM with built-in calling, email, SMS and an AI sales agent.
Best for Small and midsize sales teams that live on the phone and want one tool for outreach and pipeline.
Pipedrive
CRM
A pipeline-first CRM that salespeople like.
Best for Small sales teams that need a clear pipeline without marketing automation.
Salesforce
CRM
The enterprise CRM, endlessly customisable.
Best for Mid-market and enterprise teams with complex processes, territories and approval flows.
Zoho CRM
CRM
A capable, cost-effective CRM inside the Zoho suite.
Best for Cost-conscious teams, especially those already using other Zoho apps.
Chili Piper
Routing and scheduling
Instant meeting booking and lead routing from forms.
Best for Teams converting inbound demo requests into booked meetings fast.
Choosing between Attio and the alternatives?
Book a call. We look at your systems, data and governance together and tell you which platform fits, and what to build on it first.