Last updated: 2026-10-19
Attio is a London-headquartered AI-native CRM that reported 5,000 paying customers at its Series B. It combines custom objects, an Ask Attio assistant, call recording and workflow automation on one data model, and its own MCP server lets Claude, ChatGPT and Cursor query and update the records.
About Attio
Attio is a London-headquartered CRM that calls itself the CRM for agentic revenue. Its careers page lists 190+ team members, and its Series B post reports 5,000 paying customers, naming Lovable, Granola, Modal, Replicate and Public. Funding to date is $116 million, including a $52 million Series B in August 2025 led by GV with Redpoint Ventures, Balderton Capital, Point Nine and 01A. An earlier $33 million round came after what the company says were three years of building before its public launch.
The product centres on a flexible data model. Companies and People come standard, Deals, Users and Workspaces can be switched on, and Pro workspaces add custom objects and bi-directional relationship attributes with room for 1 million records. Email and calendar sync fills in interaction history and enrichment fields automatically. On top sit Ask Attio, an AI chat assistant that searches calls, notes, emails and records, researches the web and drafts emails; Call Intelligence, whose recorder attends video meetings; workflows with AI agent blocks; and email sequences. A hosted MCP server connects the workspace to Claude, ChatGPT and Cursor for AI-driven lookups and updates.
Attio is a system of record, so it competes with HubSpot for the CRM seat and sits beside engagement and data tools rather than against them. Outbound and forecasting layers, Salesloft or Outreach among them, are bought separately; Apollo supplies the contact database; Clay enriches records before they reach the CRM. Teams that want call recording and sequences inside the CRM itself are the ones its Pro plan targets. That recording overlaps with note-takers like Fathom, Fireflies or Granola (named as an Attio customer in the Series B post), and teams that mainly want call analysis may weigh Gong. For the neighbouring categories, HokAI's guides cover AI sales assistants, AI SDR tools and meeting assistants. HokAI's guide to HubSpot AI alternatives covers the incumbent's side of that comparison, and Apollo vs Clay explains the data layer that usually feeds a CRM like this one, with what Clay is for covering that tool's pricing change.
Pricing is public and per seat, with a free plan; the cost section and the FAQ break down the plans and the credit system that meters AI and automation. On trust, the Trust Center holds its ISO 27001:2022 certificate alongside privacy statements for GDPR and CCPA. The desktop app is macOS only, and the product also ships iOS and Android apps, a Chrome extension and a Slack agent. The wider sales and revenue group has more vendors to weigh against it.
Pricing
Four plans. Free costs $0. Plus is $35 per user per month billed annually ($44 month to month), Pro is $79 ($99 month to month) and Enterprise is a custom quote billed annually.
Annual billing takes 20% off Plus and Pro. Extra workspace credits are sold in four packs: the smallest costs $70 a month on annual billing ($85 monthly) and the largest costs $475 ($595 monthly). Pro and Enterprise can pay by invoice, and the migration service is quoted by the sales team.
For context, HubSpot lists a free CRM for up to 5 seats, while Salesloft publishes no prices at all.
| Tier | Monthly price | What it includes |
|---|---|---|
| Free | Free | |
| Plus | $35/mo | |
| Pro | $79/mo | |
| Enterprise | Custom quote |
Key Features
- Ask Attio: An AI chat assistant on every plan that searches calls, notes, emails and records, does web research, drafts emails and creates tasks or records, with proposed changes held for approval; the June 2026 changelog lists Claude Opus 4.8 and Gemini 3.5 Flash among its models.
- Custom data model: Companies and People are standard, Plus adds Deals, Users and Workspaces, and Pro allows up to 12 standard objects plus custom objects, formula attributes and bi-directional relationships.
- Call Intelligence: Records Zoom, Google Meet and Microsoft Teams meetings, stores the transcripts on CRM records and applies custom AI insight templates for summaries and next steps; recording starts on Pro.
- Workflows and sequences: Automations are built on a canvas or described to Ask Attio, and credits are charged only for blocks that run: triggers, logic and data lookups are free, while writes, external sends and AI blocks cost credits; email sequences for outreach arrive on Pro.
- Enrichment and interaction history: Email and calendar sync fills first and last interaction, connection strength and next meeting automatically, and company records are enriched with fields such as employee count, ARR and funding raised on higher plans.
- Hosted MCP server: Attio's MCP server at mcp.attio.com signs in with OAuth, auto-approves reads, asks for confirmation on writes, and works with Claude, ChatGPT and Cursor.
- Developer access: API and webhook access come with every plan, and the pricing page lists an App SDK for building custom apps inside the workspace.
Pros
- Three of the four plans carry public prices and new workspaces get a Pro trial, which quote-only rivals such as Salesloft and Outreach do not advertise.
- AI usage is metered in the open: the help center prints credit costs per prompt, so a team can estimate monthly use before it commits.
- Custom objects and relationship attributes let a team model partners, vendors or projects, not only deals, which suits GTM teams that outgrow a fixed pipeline template.
- Call recording, sequences and AI chat sit inside the CRM, so a small team can skip a separate recorder and engagement tool.
Cons
- Pro costs about 2.3 times Plus per seat, and unlimited seats, custom objects, call recording and sequences all sit on Pro, so a growing team meets a steep price step.
- AI features and workflows draw on monthly credit pools, so heavy Ask Attio users can run out mid-month and need paid credit packs.
- No SOC 2 report appears in the Trust Center, whose compliance list stops at ISO 27001:2022, GDPR and CCPA, which can stall a buyer whose procurement requires one.
- The desktop app is macOS only, with no Windows installer on the download page, so Windows users work in the browser or the mobile apps.
Data Handling
- Training-data policy
- Attio states on its Ask Attio help page that customer data is not used to train any AI models.
- Compliance
- ISO 27001:2022 · GDPR · CCPA
Frequently Asked Questions
What does Attio actually cost?
Plus is $35 per user a month on annual billing and Pro is $79, while month-to-month billing raises those to $44 and $99. Enterprise is a custom quote, and a 20% discount applies to annual Plus and Pro contracts. AI and automation are metered separately: each plan includes a monthly credit allowance, and extra workspace credits are sold in packs.
What do you get on Attio's free tier?
Up to 3 seats, 50,000 records and 3 objects, with automatic enrichment of basic company and person fields and one synced mailbox per member. AI is capped at 100 seat credits per user plus 250 workspace credits a month, and outgoing email is limited to 200 sends per user a month with a Sent with Attio footer. There are no permission controls, so every member sees and edits everything, and call recording, sequences and custom objects need Pro.
Which tools compete with Attio in 2026?
HubSpot is the main rival for the CRM seat, with a free plan and a large module catalog. Salesloft and Outreach layer sequencing and forecasts over a CRM you already run, Apollo is the contact database many teams pair with one, and Clay builds enriched lead lists that end up there. Most teams combine one CRM with one or two of those rather than choosing a single winner.
Attio or HubSpot: which should you pick?
Pick HubSpot when its free tier and a wide set of marketing and service hubs matter more than customization. Pick Attio when the work is modelling your own objects and pipeline, since custom objects, an AI assistant on every plan and call recording on Pro live in one product. HubSpot's own Starter tier is cheaper per seat, so the case for Attio is flexibility, not price.
How do you set up Attio?
New workspaces start on a 14-day trial of Pro, so the first step is signing up and syncing a mailbox and calendar, which builds records and interaction history on its own. Next, switch on the standard objects you need, import existing data, and connect the Chrome extension, Slack agent or MCP server. Ask Attio can build workflows from a plain-language description, which is the quickest way to a first automation.
Top Alternatives
- HubSpot: Pick HubSpot when a free CRM tier for 5 seats and a large module catalog matter most; pick Attio when reshaping the data model with custom objects matters more, with an AI assistant on every plan.
- Apollo.io: Pick Apollo if you need a 210M+ contact database to prospect from; pick Attio if you need the CRM where those contacts, deals and call notes live.
- Clay: Pick Clay for data enrichment credits and tables that build lead lists; pick Attio as the system of record those enriched leads flow into.
- Salesloft: Pick Salesloft if you already have a CRM and want an engagement and forecasting layer on a negotiated contract; pick Attio if you need the CRM itself with sequences included on Pro.