Attio is the AI-native CRM powering the next generation of go-to-market teams, trusted by modern leaders like Replicate, Modal, and ElevenLabs. By automatically capturing and enriching data from real-time communication streams, Attio helps teams achieve 98% data accuracy and accelerate deal cycles by up to 45%. It’s the CRM built for a world where relationships and data are fluid.

Why Attio is the New Standard for CRM

The Self-Constructing Relationship Graph: Attio’s core innovation is its ability to automatically sync with your team’s email, calendar, and other data streams. It intelligently identifies contacts, maps relationships, and enriches records in the background. This eliminates 60-80% of manual data entry and creates a living, always-up-to-date system of record.

A Radically Flexible Data Model: Forget the rigid, predefined objects of legacy CRMs. Attio provides a flexible, Notion-like foundation where you can model any business process. Create custom objects, define unique relationships, and build the exact CRM your business needs, not the one a vendor forces upon you. Teams can build a custom pipeline in minutes, not weeks.

Intelligence at the Core: AI isn’t an afterthought in Attio; it’s the engine. From automated lead scoring and intelligent list-building to AI-powered analytics that surface key insights, the platform is designed to make your team smarter and more efficient. It helps you focus on the right opportunities at the right time.

Real-World Strategic Metrics

• Reduced Data Entry: Automate 60-80% of manual data entry and record-keeping tasks.
• Increased Deal Velocity: Accelerate deal cycles by 30-45% with automated workflows and real-time insights.
• Rapid Onboarding: Get your entire team fully ramped and productive in hours, not weeks.
• Higher Adoption: Achieve 90%+ daily active usage thanks to a fast, intuitive, and collaborative user experience.
• Superior Data Accuracy: Maintain 98%+ data accuracy with continuous, automated enrichment.

Who Needs This to Win

Ideal Customer Profile:

• Fast-growing startups and scale-ups (5-500 employees) that need a CRM that can evolve with them.
• Venture capital firms, agencies, and service businesses with complex, network-driven relationships.
• Teams that are frustrated by the rigidity and high overhead of legacy CRMs like Salesforce and HubSpot.
• Any organization that believes their CRM should be a smart, automated system, not just a dumb database.

Decision Maker Roles:

• Founders & CEOs of modern companies who need a central hub for all GTM activities.
• Sales, Partnership, and Success Leaders who want a tool their teams will actually love using.
• RevOps & GTM Operations Professionals tasked with building a flexible, scalable, and efficient revenue engine.

Common Use Cases That Drive Growth

Intelligent Sales Pipeline Management: Build a sales process that perfectly matches your GTM motion. Use AI to score and prioritize leads, automate follow-ups, and get real-time visibility into the health of your pipeline.

Venture Capital & Private Equity Deal Flow: Manage your entire investment lifecycle, from sourcing and diligence to portfolio management. Track relationships with founders, LPs, and co-investors in a single, interconnected view.

Client & Project Management: For agencies and service businesses, Attio can be configured to manage client relationships, track project progress, and monitor key deliverables, all connected to the underlying communication data.

Recruiting & Talent Pipelines: Build a powerful, collaborative recruiting CRM. Track candidates, manage interview stages, and maintain a rich talent pool, all automatically enriched with data from your team’s interactions.

Critical Success Factors

Pricing Reality Check:

• Free Tier: An incredibly generous free plan that’s perfect for startups and small teams, including unlimited contacts and core features for up to 3 users.
• Plus Plan: Starts at $29/user/month, adding workflow automation and advanced features.
• Pro Plan: $59/user/month for AI-powered features, custom objects, and advanced permissions.
• Enterprise Plan: $119/user/month for enterprise-grade security, support, and scale.
• Key Advantage: Unlike legacy CRMs, Attio does not charge per contact, making its pricing predictable and scalable.

Implementation Requirements:

• The initial setup and data sync can be completed in under an hour.
• The biggest challenge is a mental one: embracing the flexibility. It’s best to start with one of Attio’s pre-built templates and customize from there.
• Migrating from another CRM is straightforward with CSV imports and Attio’s support.

Integration Ecosystem

Core Communications:

• Deep, native, bi-directional sync with Gmail, Google Calendar, Outlook, and Microsoft 365.

Business & Workflow:

• Connects seamlessly with Slack, Zapier, Make.com, Intercom, Zendesk, and Stripe.

API-First:

• A powerful and well-documented REST API allows you to connect Attio to any other tool or build custom applications on top of its data model.

The Bottom Line

Attio is the CRM for the AI era. It’s a fundamental reimagining of what a CRM should be: a smart, proactive system that works for you, not the other way around. Its combination of an elegant user experience, a flexible data model, and powerful, integrated AI makes it the clear choice for any modern, fast-moving company.

The Honest Truth: Attio is still a younger platform than the enterprise giants. Its native integration marketplace is smaller, and its reporting isn’t as infinitely configurable as something like Salesforce. But for 99% of startups and scale-ups, those are the wrong things to optimize for. Attio focuses on what actually matters: speed, flexibility, and user adoption. It gives teams the power to build the exact workflows they need without hiring expensive consultants, and its automatic data capture is a feature that, once you’ve used it, you’ll never be able to live without. It’s the CRM you would design for yourself if you had the time.