GTM Hub
What is Attio?
Attio is a modern CRM platform built around 'agentic revenue'—automating sales and revenue operations through AI agents. It features a customizable data model (custom objects vs. fixed company/contact/deal schemas), Universal Context that consolidates emails, calls, product usage, and billing data automatically, and AI-powered capabilities like Ask Attio for analysis and content creation.
Attio news
Activities feature launched
New Activities feature to capture anything that moves a deal.
Source: Attio Changelog ↗MCP Server integration
Attio released an MCP server for connecting Attio with external AI tools like Claude.
Source: SparrowCRM ↗Web Research Agent improvements
Enhanced Web Research Agent capabilities for record enrichment.
Source: SparrowCRM ↗Files API released
New Files API for managing files through the API.
Source: SparrowCRM ↗
Key features
Universal Context
Consolidates emails, calls, records, product usage, and billing data automatically. Logs 15M emails/day synced and provides real-time reporting and forecasts.
Ask Attio
AI-powered chat for analysis and content creation, with seat credits included (100/seat/month on Free, 500/seat/month on Plus, 1,000/seat/month on Pro, 1,500+/seat/month on Ultra).
Custom Objects & Flexible Data Model
Build your own CRM schema rather than inherit fixed templates. Free plan includes 3 objects, Plus 5, Pro 12, Ultra unlimited.
Workflow Automation & Agents
Native AI agents (Web Research Agent, Custom Agents, Classify Record Agent) for automation, enrichment, and workflow execution. 30M MCP tool calls/month capacity.
REST API & Developer Platform
Public REST API on all plans (100 read/25 write requests per second), App SDK (TypeScript/React), MCP server, and SQL access (on Ultra). Rate limits: HTTP 429 when exceeded.
Email & Calendar Sync
1 account per user (Free, Plus, Pro), 3+ accounts (Enterprise). Email sharing controls, auto-labeling, auto-summaries.
Integrations
~200+ apps including Claude, Slack, Notion, Linear, Stripe, Clay, Zapier, Make, Pipedream, Aircall, Granola, PandaDoc.
Call Intelligence
Record calls with AI-powered transcripts and insights (Pro/Ultra plans).
Reporting
Free: 3 reports; Plus: 15; Pro: 100; Enterprise: 100+. Includes funnel reports, insight reports, and segmentation.
Attio pricing
Attio uses a workspace + per-seat model with monthly or annual billing (20% discount annually). All plans include API access on every tier. Workspace credits for automations/AI included; additional records available at £180/month per 1M.
| Plan | Price | What's included |
|---|---|---|
| Free | £0/month | Up to 3 users, Ask Attio (100 seat credits/month), email/calendar sync (1 account), workflows, 50k records, 3 objects, 250 workspace credits/month |
| Plus | £38/month per workspace (includes 1 user) + £27/month per additional user (annual) | Small teams up to 10 seats, email sharing, 1,000 emails/month, 500 seat credits/month, up to 1,500 workspace credits/month (purchase more), 250k records, 5 objects |
| Pro | £90/month per workspace (includes 1 user) + £59/month per additional user (annual) | Most popular plan, custom objects, call intelligence, sequences, advanced reporting (100 reports), 1,000 seat credits/month, up to 1,500 workspace credits/month (purchase more), 1M records, 12 objects |
| Ultra | £750/month per workspace (includes 5 users, annual billing only) + £142/month per additional user | Enterprise features, unlimited objects, SQL access, data connectors, single sign-on (SSO), audit logs, 1,500+ seat credits/month, 3M records |
| Enterprise | Custom pricing | Migration service, talk to sales |
Pros & cons
Pros
- + Modern, clean interface with genuinely updated UX vs. legacy CRMs
- + Flexible, customizable data model—build your own schema rather than inherit fixed templates
- + Strong AI integration (Ask Attio, Web Research Agent, Custom Agents) for enrichment and automation
- + Public REST API on all plans; no API lock-in to higher tiers
- + Excellent for teams that want to design their own revenue workflows
- + Quick to adopt for small teams and founders
- + Production-grade scale: 2.6B API requests/month, 76k active customer agents
- + Comprehensive developer platform: REST API, App SDK (TypeScript/React), MCP, SQL
Cons
- − Key sales features (call intelligence, sequences, advanced reporting) sit behind higher tiers
- − Complex pricing structure with multiple credit types (seat credits, workspace credits)
- − Per-user seat pricing can scale quickly for larger teams
- − Limited product catalog / quote/CPQ features—not first-class
- − Territory management is not a native concept; modeled as custom objects
- − Best fit for teams willing to build their own workflows; not pre-templated like HubSpot
Who is Attio best for?
- • Small and growing B2B sales/GTM teams (5–50 seats)
- • Founders and early-stage companies wanting quick CRM adoption
- • Sales teams that rely heavily on email and relationship history
- • Teams wanting a customizable, flexible CRM data model
- • Companies interested in AI-powered enrichment and automation (agents, web research)
- • Dev-first teams comfortable building custom workflows via API, SDK, or MCP
