Attio

Overview

Attio represents the future of CRM platforms, built from the ground up for the modern startup ecosystem. Often described as “Notion for CRM,” it breaks free from traditional CRM constraints by offering a completely flexible data model that can be shaped to match any business process. With powerful AI-native features, unique enrichment capabilities, and a visual workflow builder, Attio is designed for fast-moving teams that refuse to compromise between power and usability.

Core Innovation

Flexible Data Model

Unlike traditional CRMs with fixed objects:

Traditional CRM	Attio’s Approach
Fixed objects (Leads, Deals, etc.)	Create any object type
Predefined relationships	Custom relationship mapping
Limited field types	Rich field variety
Rigid structure	Infinitely moldable
One-size-fits-all	Business-specific design

AI-Native Architecture

Built with AI from day one:

• Research agent for automated insights
• Intelligent data enrichment
• Smart suggestions
• Automated categorization
• Predictive analytics
• Natural language queries

Key Features

Custom Objects & Attributes

Build your perfect CRM:

• Any Object Type: Investors, Properties, Candidates, Projects
• Rich Attributes: Text, numbers, currency, people, dates, files
• Relationships: Link any objects together
• Computed Attributes: Formulas and rollups
• Templates: Start with pre-built structures
• Inheritance: Cascade properties

Automated Enrichment

Unique data insights:

• Company Data: ARR, employee count, growth rate
• Funding Info: Latest round, total raised, investors
• Tech Stack: Technologies used
• Social Presence: Follower counts, engagement
• News & Events: Recent mentions, announcements
• People Insights: Role changes, connections

Visual Workflow Builder

Automation without code:

• Drag-and-drop interface
• Multi-step workflows
• Conditional branching
• External app actions
• Custom triggers
• Error handling
• Testing mode

Views & Reporting

Flexible data visualization:

• Table views (like Notion)
• Kanban boards
• Custom filters
• Saved views
• Real-time updates
• Collaborative editing
• Export options

Use Cases

SaaS Companies

Perfect for subscription businesses:

• Track MRR/ARR per customer
• Monitor usage metrics
• Identify expansion opportunities
• Automate customer success workflows
• Track feature requests
• Manage trials and conversions

Venture Capital

Built for investor workflows:

• Deal flow management
• Portfolio tracking
• LP relationship management
• Due diligence workflows
• Investment thesis tracking
• Syndicate coordination

Recruiting/Talent

Flexible hiring pipelines:

• Candidate tracking
• Interview scheduling
• Team feedback collection
• Offer management
• Talent pool building
• Source effectiveness

Real Estate

Property and client management:

• Listing management
• Client preferences
• Property matching
• Transaction tracking
• Commission calculations
• Market analysis

AI Capabilities

Research Agent

Automated intelligence gathering:

Example Query: "Find all companies in our pipeline that 
raised funding in the last 6 months"

Attio:
- Searches recent funding data
- Updates company records
- Notifies relevant team members
- Suggests follow-up actions

Smart Enrichment

Goes beyond basic data:

• Connection strength scores
• Mutual connection mapping
• Engagement predictions
• Risk indicators
• Opportunity scoring
• Timing recommendations

Predictive Features

AI-powered insights:

• Deal close probability
• Churn risk detection
• Best time to engage
• Similar company finding
• Expansion opportunity identification
• Relationship mapping

Customization Deep Dive

Building Custom Objects

Example: Creating an “Investors” object

1. Define attributes (check size, focus areas, portfolio)
2. Set relationships (link to Companies, People)
3. Create views (by stage, geography, thesis)
4. Add automations (update on news)
5. Build reports (pipeline by investor)

Attribute Types

Rich data modeling:

Type	Use Case
Text	Names, descriptions
Number	Metrics, scores
Currency	Deal sizes, revenue
Date	Timelines, deadlines
Person	Team members, contacts
Company	Organizations
Select	Status, categories
Formula	Calculations
Rollup	Aggregations

Workflow Examples

Common automations:

• New lead → Enrichment → Assignment → Notification
• Deal stage change → Update tasks → Notify team
• Company funding → Research → Create opportunity
• Email received → Log activity → Update score
• Meeting booked → Prep notes → Send reminder

Integration Ecosystem

Native Integrations

Direct connections:

• Gmail & Google Calendar
• Outlook & Office 365
• Slack
• Linear
• Typeform
• Calendly
• Zoom

API & Webhooks

Developer-friendly:

• RESTful API
• GraphQL endpoint
• Webhook support
• Rate limiting info
• Comprehensive docs
• API playground

Chrome Extension

Capture data anywhere:

• LinkedIn profiles
• Gmail contacts
• Company websites
• Twitter profiles
• GitHub profiles
• Product Hunt

Pricing Strategy

Free Tier (3 seats)

• Core CRM features
• 1,000 records
• Basic integrations
• Limited automation
• Community support

Plus ($29/user/month)

• Unlimited records
• Advanced filtering
• Email sync
• Basic automation
• API access
• Email support

Pro ($69/user/month)

• Advanced permissions
• Workflow builder
• Call recording
• Advanced enrichment
• Custom objects
• Priority support

Enterprise ($119/user/month)

• SSO/SAML
• Audit logs
• SLA guarantees
• Dedicated CSM
• Custom contracts
• Advanced security

Implementation Guide

Week 1: Foundation

1. Map your data model
2. Create custom objects
3. Import existing data
4. Set up integrations
5. Configure permissions

Week 2: Workflows

1. Design key automations
2. Test enrichment features
3. Build team views
4. Create templates
5. Train power users

Week 3: Optimization

1. Refine data model
2. Add computed fields
3. Build dashboards
4. Implement workflows
5. Full team rollout

Best Practices

Data Model Design

1. Start Simple: Add complexity gradually
2. Think Relationships: Map connections early
3. Use Templates: Learn from examples
4. Standardize Names: Consistent conventions
5. Document Structure: For team alignment

Automation Strategy

• Identify repetitive tasks
• Start with simple workflows
• Test thoroughly
• Monitor performance
• Iterate based on usage
• Document workflows

Common Challenges

Learning Curve

Attio’s flexibility requires investment:

• Solution: Use templates initially
• Training: Leverage video tutorials
• Support: Active Slack community
• Phases: Roll out gradually

Over-Engineering

Easy to build too complex:

• Start Simple: Basic objects first
• Iterate: Add features as needed
• User Focus: Build for actual needs
• Review: Regular simplification

Attio vs Competitors

vs Salesforce

• Attio: Flexible, modern, faster to implement
• Salesforce: More features, larger ecosystem, enterprise

vs HubSpot

• Attio: More customizable, better UI, flexible data
• HubSpot: Marketing tools, easier start, more templates

vs Airtable

• Attio: Purpose-built CRM features, better enrichment
• Airtable: More general purpose, larger community

vs Folk

• Attio: More powerful, better automation, complex workflows
• Folk: Simpler, faster setup, better for basic needs

Advanced Features

Computed Attributes

Create dynamic fields:

• Calculate deal scores
• Sum related records
• Average metrics
• Date calculations
• Conditional values
• Cross-object formulas

Advanced Permissions

Granular control:

• Object-level access
• Field-level security
• View restrictions
• Automation limits
• API permissions
• Team hierarchies

Multi-Workspace

Separate environments:

• Different business units
• Client workspaces
• Test environments
• Geographic splits
• Department isolation

Success Metrics

Customer Outcomes

Reported improvements:

• 3x faster CRM setup
• 50% reduction in manual entry
• 2x improvement in data quality
• 40% time saved on reporting
• 95% user satisfaction

ROI Indicators

• Faster sales cycles
• Better data accuracy
• Increased automation
• Improved team adoption
• Reduced tool sprawl

Future Development

Product Roadmap

Attio’s focus areas:

• Enhanced AI capabilities
• More native integrations
• Advanced reporting
• Mobile improvements
• Team collaboration
• Industry templates

Community Influence

Users shape development:

• Feature request voting
• Beta testing program
• Regular feedback calls
• Community Slack
• User advisory board

Migration Support

Moving to Attio

Import tools for:

• Salesforce
• HubSpot
• Pipedrive
• Airtable
• CSV files
• API migration

Migration Strategy

1. Map data structure
2. Clean existing data
3. Test with subset
4. Build automations
5. Train team
6. Gradual transition

Tips for Success

For Founders

• Map investor relationships
• Track advisor engagement
• Monitor team growth
• Automate updates
• Build fundraising pipeline

For Sales Teams

• Custom deal stages
• Enrichment automation
• Activity tracking
• Performance dashboards
• Territory management

For Operations

• Process documentation
• Vendor management
• Contract tracking
• Compliance workflows
• Resource planning

Verdict

Attio represents the next evolution of CRM platforms, offering unmatched flexibility and modern design that appeals to fast-growing startups and scale-ups. Its “Notion for CRM” approach allows teams to build exactly what they need without compromise. While the learning curve is steeper than traditional CRMs and it may be overkill for simple use cases, teams that invest in understanding Attio’s capabilities are rewarded with a system that can grow and adapt with their business. The unique enrichment features and AI-native design make it particularly valuable for SaaS companies and venture-backed startups. Best suited for technically-savvy teams that value customization and are willing to invest time in building their perfect CRM.