Attio vs Close (2026)
Attio is the modern AI-native CRM; Close is the inside-sales calling machine. Different shapes, different buyers. Here's how to pick.
TL;DR
- Pick Attio if you want a flexible data model, AI-generated fields, and a CRM that can model partnerships, investments, or anything beyond a vanilla sales funnel.
- Pick Close if you run a high-velocity inside sales team that lives on the phone all day and needs the calling, SMS, and sequence stack baked into the CRM.
Pricing
Close starts at $19/user/mo (Base), $49 (Startup), $99 (Professional), $139 (Enterprise) — all-in pricing that includes calling minutes and SMS at the higher tiers. Attio is free for up to 3 seats, then $34/user/mo (Plus), $69 (Pro), $119 (Enterprise). Close looks more expensive on the sticker but bundles the dialer that you'd otherwise pay Aircall or Dialpad for separately.
Calling and outbound
Close is the only CRM in the comparison set with a serious built-in dialer — power dialing, predictive dialing, call recording, local presence, voicemail drop. If you have 5+ reps making 80 calls a day each, Close pays for itself by killing the standalone calling tool. Attio integrates with Aircall and other dialers but isn't trying to win this category.
Data model and flexibility
Attio's strongest argument: every object is a customizable database. Contacts, companies, deals, plus any custom object — and AI fields that auto-classify, summarize, or enrich on read. Close treats leads, contacts, and opportunities as the core objects with custom fields bolted on. If your business looks like B2B inside sales, Close's opinionated model gets you live faster. If you need to model anything else, Attio is the only sensible answer.
Email sequences and automation
Both ship native email sequences with reply detection. Close's sequence engine is more mature — it's been the bread-and-butter feature for ten years and reps trust it. Attio's automation surface is newer but more flexible: workflow-style triggers, AI-powered branching, and tighter integration with Slack, Linear, and Stripe.
Who should pick what
- Inside sales teams making 50+ calls a day per rep → Close. The dialer is the product.
- Pre-seed to Series B startups, partnerships, IR, or "not a sales pipeline" workflows → Attio.
- Teams already using Aircall/Dialpad → Attio. You don't need to pay for calling twice.
- 5–25 rep B2B sales orgs with a clean, repeatable playbook → Close.
Bottom line
Close is the best inside-sales CRM on the market — if you fit the shape. Attio is the best modern general-purpose CRM with a roadmap that's better-than-Close on AI and flexibility. Pick the one that matches the motion you actually run.