Attio
by Attio
AI-native CRM with a flexible data model, Ask Attio, custom agents and an MCP server
Attio is an AI-native CRM for startups and mid-market revenue teams that want a flexible data model, automatic enrichment and AI agents inside their pipeline. It replaces rigid legacy CRM setups with custom objects, Ask Attio for natural-language questions and actions, and workflows that run agents over customer context.
Attio is a London-based CRM company led by co-founder and CEO Nicolas Sharp. It raised a $52M Series B in August 2025 led by GV, with Redpoint Ventures, 01A, Point Nine and Balderton Capital participating, bringing total funding to about $116M; at the time it said more than 5,000 companies used the product, and its homepage now cites 30,000+ customers. Attio's base is a configurable data model: companies, people and deals plus custom objects and attributes, with records auto-enriched and populated from synced Gmail or Outlook email, calendars and recorded calls. Through 2026 the company rebuilt the product around AI. Ask Attio launched on February 4, 2026, as a natural-language way to query and update the CRM, gained the ability to take actions in April, and is available in Slack. An MCP server shipped on February 19, a web research agent in March, rebuilt Workflows that run AI agents over customer context in June, and per-run agent logs in September. Attio also lists itself in the ChatGPT store and inside Notion Custom Agents. Developers build on it through an API, an App SDK and MCP; the company reports 30M MCP tool calls and 2.6B API requests a month. Plans run from a free tier for up to three seats to Enterprise with SAML SSO. Reviewers rate the interface and flexibility highly and point to weaker enterprise tooling, a smaller app marketplace and credit-metered AI as the trade-offs against Salesforce and HubSpot.
A RevOps or sales leader at a startup or mid-market company that has outgrown spreadsheets or a basic CRM and wants custom objects and AI agents without a Salesforce implementation project.
A CRM the team can reshape itself, with enrichment, Ask Attio and agent-driven workflows doing the research, scoring and routing reps used to do by hand.
At a Glance
- Category
- Marketing & Sales
- Pricing
- Freemium, Subscription, Usage-based
- Target Market
- Heads of Sales, RevOps Leaders, Startup Founders, CROs
- Deployment
- Cloud-only, API-based
- Headquarters
- London, United Kingdom
- Customers
- 30,000+ customers (company-reported on attio.com, October 2026)
Key Features
- ✓Flexible data model
Custom objects, attributes and relationships on top of companies, people and deals let teams model their actual sales motion without consultants.
- ✓Ask Attio
A natural-language assistant in the app and in Slack that answers revenue questions, searches calls and emails, and can create or update records.
- ✓AI Workflows and custom agents
Trigger-based workflows run AI agents over customer context to enrich, score, route and enroll leads, with per-run agent logs.
- ✓Web research agent and enrichment
Pulls live web context onto company and person records automatically so prospect data stays current without manual research.
- ✓Call intelligence
Records and analyzes meetings and attaches calls to the activity timeline, feeding conversation context into AI features.
- ✓MCP server, API and App SDK
Lets external agents and tools such as ChatGPT, Claude, Notion and Raycast read and act on CRM data, and lets developers build apps.
- ✓Sequences and reporting
Sends personalized outreach sequences and provides real-time reports and forecasts inside the same workspace.
Capabilities
Use Cases
- •Automated lead qualification
A workflow enriches each new lead, has an agent score ICP fit, routes it to an owner and enrolls it in a sequence.
- •Pipeline questions in Slack
Reps and leaders ask Ask Attio in Slack about deal status, closed-won value or rep performance and get answers from CRM data.
- •Retention and expansion plays
Agents draft save, upsell and renewal emails using usage and billing context, and reps approve them before sending.
- •Migrating off a legacy CRM
Teams import from Salesforce, HubSpot, Pipedrive or Zoho and rebuild their data model with custom objects that match their business.
- •CRM as an agent backend
Engineering teams connect their own AI agents to Attio over MCP or the API so agents can read context and write results back.
Ideal For
Best For
- ✓Startups and scale-ups replacing a first CRM with one that supports custom objects and relationships
- ✓Product-led companies that want product usage and billing data next to sales activity in one record
- ✓RevOps teams that want lead scoring, enrichment and routing handled by AI steps in workflows
- ✓Teams that want to query and update the CRM from Slack, ChatGPT, Claude or Notion through MCP
- ✓Investor and partnership teams that need non-standard objects beyond companies, people and deals
Not Ideal For
- ✗Large enterprises that need deep territory management, complex approval processes and a large app marketplace, where Salesforce is stronger
- ✗Marketing-led organizations that want email marketing, landing pages and service desk in one suite, which HubSpot covers more fully
- ✗Teams needing month-to-month billing on paid tiers, since reviewers note paid plans are annual-focused
- ✗Stacks that need live two-way sync of AI-enriched fields into databases or ERPs without adding a separate sync layer
Integrations
Deployment
Market & Ratings
30,000+ customers (company-reported on attio.com, October 2026)
Market Analysis
Pros
- ✓Flexible custom data model that fits non-standard businesses, per Stacksync's review
- ✓Clean, fast interface with a short learning curve for daily users
- ✓A fast 2026 AI release cadence: Ask Attio, MCP server, web research agent and agent-driven Workflows all shipped between February and September
- ✓A real free tier and transparent published pricing
Cons
- ✗Less mature enterprise tooling for complex sales processes, territory management and marketing automation
- ✗Smaller third-party app marketplace and integration depth than Salesforce or HubSpot
- ✗AI features consume credits, and enriched fields do not sync to databases or ERPs without a separate sync layer
- ✗Advanced customization has a steeper learning curve than the interface suggests
- ✗Sacra flags AI commoditization and the work of moving upmarket as risks to its position
Pricing
Free
$0
- ✓Up to 3 seats
- ✓Up to 3 objects
- ✓50,000 records
- ✓100 seat credits and 250 workspace credits/month
- ✓200 email sends/month
Plus
From $35/user/mo billed annually ($44 monthly)
- ✓Up to 10 seats
- ✓Up to 5 objects
- ✓250,000 records
- ✓1,500 workspace credits/month
- ✓Up to 15 reports
Pro
From $79/user/mo billed annually ($99 monthly)
- ✓Unlimited seats
- ✓Up to 12 objects
- ✓1,000,000 records
- ✓10,000 workspace credits/month
- ✓Unlimited email sends
- ✓14-day trial
Enterprise
Contact for pricing
- ✓Unlimited objects and teams
- ✓SAML SSO
- ✓Advanced admin tools
- ✓2,500 seat credits per user
Prices checked on attio.com/pricing on October 19, 2026. Attio charges per seat: Plus is $35 per user per month annually or $44 monthly, Pro is $79 annually or $99 monthly, and Enterprise is quoted. AI features such as enrichment, agents and workflows consume seat and workspace credits, with add-on packs from $70 a month for 5,000 credits on annual billing. SAML SSO and unlimited objects are Enterprise-only, and Pro has a 14-day trial.
Security & Compliance
Connect
Sources
This page was written from 7 sources, 4 on domains other than attio.com.
Stay Ahead of the Curve
Weekly enterprise AI insights for technology leaders. No spam, no vendor pitches—unsubscribe anytime.
SubscribeRelated Products
Lightfield
AI-native CRM that builds its own records from email, calls and Slack, then runs agents on them
Floqer
AI agents that build, enrich and keep B2B customer data current in your CRM, with waterfall enrichment across 100+ sources
Atira
AI agents that turn industrial RFQs and tenders into priced, compliant bids
Profound
AI search visibility platform that shows how ChatGPT, Gemini and other answer engines describe your brand, with agents to improve it