Attio is a modern CRM built around flexible data objects and real-time synchronisation. Unlike HubSpot which pushes you into its workflow, Attio lets you define your own objects, relationships, and views. It automatically syncs with your email and calendar to log activities without manual entry. Positioned as the CRM for companies that found HubSpot or Salesforce too rigid for their actual workflow.
Pros
- Flexible data objects (not rigid CRM structure) | Auto-sync with email and calendar | Beautiful modern UI | Real-time collaboration | Powerful filtering and views | No per-contact pricing
Cons
- Newer - less proven for large enterprise | Smaller integration ecosystem than HubSpot | Limited marketing automation | Higher price per user than HubSpot Starter
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