What it is
Attio is a modern CRM that builds itself from your email and calendar: it detects people and companies, logs interactions and enriches the data. Its data model is flexible, with custom objects, attributes and views, plus workflows, reporting and AI. Startups and teams choose it when they want a CRM that feels like a current tool rather than enterprise software.
How to use it
- Connect your email and calendar so the CRM fills in with your contacts and meetings.
- Model your data with custom objects and attributes, like investors, partners or users.
- Build lists and pipelines in table and board views.
- Automate processes with workflows that assign, notify and update records.
- Ask the AI to research accounts and summarize interactions.
What it's good for
- A fintech startup tracking customers, investors and partners in one place.
- A SaaS company tying product usage data to sales opportunities.
- A venture capital fund logging every founder meeting without manual data entry.
Pros
- Fills itself in from your email and calendar contacts
- Customizable data model without consultants
- Free plan for small teams
- Well-documented public API
Cons
- English-only interface
- Fewer native integrations than HubSpot or Salesforce
- No bulk email marketing or help desk
