Attio

What’s that?

Attio is a CRM platform designed to be as collaborative and dynamic as a shared document. It automatically builds profiles of people and companies from your email history and allows you to organize, customize, and share CRM views like a Google Sheet – but with real CRM power underneath.

For whom?

Attio is great for fast-growing companies, especially in the early-stage tech and venture worlds. It fits teams that live in their inbox, value collaboration, and need a CRM that adapts to them, not the other way around. If your workflows are unique and spreadsheets no longer scale, Attio might be the right call.

Strengths

• Like Google Docs, but for CRM. Multiple users can edit and update records simultaneously.
• Attio auto-builds contacts and companies based on email and calendar history.
• You define the structure – fields, views, filters, and templates. No developer needed.
• Modern design with a spreadsheet-like interface that feels familiar from the start.
• Native tools and a developer-friendly API for deeper connections to your stack.

What’s worth considering?

• It’s easy to get started, but customizing it deeply requires some trial and error.
• Attio is in active development. Some features like forecasting or full sales analytics are still limited.
• While it supports IMAP, the email experience shines most with Google Workspace users.

Conclusion

Attio is a flexible and collaborative CRM that lets teams shape the tool around their workflow. If your team is scaling and you’re hitting the limits of Airtable or shared sheets, Attio is worth a try. Just be ready to invest a bit of time upfront to structure it your way.