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CRM

Attio

The next-generation CRM for tech startups. Notion-like fully customizable interface with automatic enrichment built in. The HubSpot for product teams who want modern workflows.

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Who's it for?SalesOpsFounderGrowth

Review by a Growth Engineer

My verdict: the next-generation CRM that makes product people dream.

Attio is exactly what I expected from a modern CRM. Fully customizable (like Notion but for CRM), with a beautiful interface and a data-first approach.

You can create custom views, automated workflows, and model your data exactly as you want. Automatic enrichment (via Clearbit and others) is natively integrated.

At $29/user/month, it's well-positioned between traditional CRMs and no-code tools.

What I like less: the app ecosystem is less mature than HubSpot/Salesforce, and marketing features are limited. It's really sales-first.

My advice: if you're a tech startup that wants a flexible and modern CRM without Salesforce's complexity, go for it. If you have advanced marketing needs or a legacy stack to integrate, HubSpot remains better suited.

Why add it to your stack?

Attio is the CRM that product people were waiting for. You can model your data exactly as you want (like Notion but for CRM), create custom views, and automate your sales workflows. The interface is beautiful and modern.

Built-in automatic enrichment avoids juggling between multiple tools. And integrations with Linear, Slack, Notion show it's designed for modern tech teams. At $29/user, it's well-positioned between traditional CRMs and bloated platforms.

What you can do with it

  • 1Manage your sales pipeline with custom Kanban views
  • 2Automatically enrich contacts and companies on creation
  • 3Create custom workflows adapted to your sales process
  • 4Sync deals with Linear for technical tracking
  • 5Track customer interactions with unified history

What it does

  • Fully customizable data model
  • Automatic enrichment (Clearbit, etc.)
  • Custom views (Kanban, list, calendar)
  • Native automations and workflows
  • Complete GraphQL API
  • Modern integrations (Linear, Slack, etc.)

How much?

Starting at Free

3 plans: Free (up to 3 users), Plus ($29/user/month), Pro ($59/user/month with advanced automations). Enterprise on quote. 14-day free trial on paid plans.

The detailed verdict

Do I really need this?

For an early-stage tech startup, Attio can become the reference CRM. The data model flexibility allows adapting it to almost all use cases without the limitations of traditional CRMs.

But beware: if you have advanced marketing needs (nurturing, complex scoring, attribution), HubSpot remains more complete. Attio is sales-first, marketing is secondary.

Does it play nice with my stack?

Integrations are oriented 'modern stack': Linear, Slack, Notion, Gmail, Outlook. The GraphQL API is powerful and well documented, perfect for custom integrations. Zapier and Make are supported.

Some enterprise integrations are still missing (Salesforce sync, legacy tools). The app ecosystem is less mature than HubSpot, but growing fast.

Is it easy to pick up?

Getting started is quick: 30 minutes to have a functional CRM with your first contacts. The Notion-like logic is familiar to many. Creating a new object type, adding fields, building a view: everything is intuitive.

Documentation is clear, support is responsive. For advanced automations, the learning curve is light but present.

Is the UX any good?

Attio's UX is its major strong point. The interface is clean, modern, with fluid animations. Customization is intuitive: you create fields, views, filters without ever touching code. It looks like Notion, but optimized for CRM.

Onboarding is well done, starter templates help with structure. There are many keyboard shortcuts. It's clearly designed by people who use their own product.

Is it worth it?

At $29/user/month for the Plus plan, Attio is very well-positioned. You get a modern, customizable CRM with built-in enrichment - where HubSpot makes you pay add-ons for each feature. The Free plan up to 3 users is perfect for early-stage startups.

The Pro plan at $59/user unlocks advanced automations, interesting when you scale. Compared to Salesforce (complex and expensive) or HubSpot (which gets expensive fast), the value-for-money is excellent.

What I like

  • Tech startups and product teams who want a flexible and modern CRM
  • Custom sales workflows with integration to modern tools like Linear, Slack, and Notion
  • Teams looking for a more customizable HubSpot alternative

What I like less

  • Large enterprises with rigid processes who need advanced marketing features
  • Teams looking for a massive and mature app ecosystem like HubSpot or Salesforce
  • Organizations who want an established solution with enterprise support

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