Attio

What it is

Attio is a customizable CRM that now sells itself as “the CRM for agentic revenue.” The data model has not changed — you define objects, attributes, lists, and views the way your business runs, without the admin tax Salesforce charges or the opinions HubSpot hands you. What changed is everything around it.

Two things moved in 2026. Attio shipped a hosted MCP server and put it on every plan, Free included. And it repriced: Plus went from $34 to $44 per user/month and Pro from $69 to $99, while custom objects — the reason most teams picked Attio in the first place — moved behind the Pro tier.

Why it shows up in RevOps stacks

• Agent access is first-party and starts at $0. The server sits at https://mcp.attio.com/mcp, authenticates over OAuth with no API keys, and exposes 40+ tools across records, lists, notes, tasks, emails, meetings, and read-only SQL. It inherits your own workspace permissions rather than running through a shared service account: reads auto-approve, writes ask for confirmation. Per-workspace limits are 100 reads/sec and 25 writes/sec.
• Workflows are agent blocks, not just if-this-then-that. Triggers fire on record changes, schedules, webhooks, or manual runs; the library ships 20+ pre-built agents including scoring against your ICP, lead routing, pre-call briefing, post-call follow-up, and enrichment. Logic blocks handle loops, branches, and fallbacks, and you can drop in custom JS or call an external MCP server from inside a run.
• Enrichment and interaction history are native. Company records carry employee count, ARR, funding raised, and category; contact records carry connection strength and first/last/next interaction across email and calendar, with no rep logging a call.

Pricing

Per user/month, with annual billing 20% below monthly:

• Free — $0. Up to 3 seats, 3 objects, 50,000 records, 200 emails/mo
• Plus — $44 monthly, $35 annual. Up to 10 seats, 5 objects, 250,000 records
• Pro — $99 monthly, $79 annual. Unlimited seats, 12 objects, 1,000,000 records, plus Call Intelligence, Sequences, and custom objects
• Enterprise — custom, billed annually. Unlimited objects, SSO, SCIM, CSV export limits

Seats are only half the bill. AI runs on credits, in two pools that both reset monthly. Seat credits — 100/500/1,000/2,500 per user/month by tier — are personal and fund Ask Attio. Workspace credits — 250/1,500/10,000/custom per workspace/month — are shared and fund workflows, AI attributes, and Ask Attio once a member’s seat credits run out. Inside a workflow, data writes and integration blocks cost 1 credit each while triggers, logic, and data lookups are free, so cost tracks how much a run actually does rather than how complex it looks.

Extra workspace credits are sold as packs from Plus upward: +5,000/month at $85 ($70 annual), +10,000 at $150 ($120), +25,000 at $330 ($260), +50,000 at $595 ($475). A ten-seat Pro team on annual billing lands at $790/month before credits, about $9,480/year; add a 10,000-credit pack and it is roughly $10,920/year. Free gets no add-on packs at all — when the 250 workspace credits are gone, the automation stops until the month turns.

Best for

RevOps teams of 5–30 at Series A to C companies that want the CRM and the agent layer on one bill, and that want an agent to read and write pipeline over MCP without a middleware hop.

Not for

Firms that need Salesforce-grade approval chains and territory governance. Teams whose deciding requirement is SSO or SCIM — both are Enterprise-only, so a 12-person startup with a security questionnaire jumps straight from $79/seat to a quote. And teams buying primarily for outbound: Sequences and Call Intelligence both start at Pro, so Plus is a records tier, not a selling tier.

Versus the alternatives

• Salesforce — pick it when the evaluation turns on governance, partner apps, or a data model your finance and support orgs already share. Attio wins on time-to-first-useful-schema; Salesforce wins on what happens at year three with 200 users.
• HubSpot — Sales Hub Starter is $20/seat/mo against Attio’s $44, and Professional is $100 against $99. Pick HubSpot when marketing automation and CRM have to sit on one bill; pick Attio when the object model is the thing you are buying.
• Day.ai — the fastest-growing entrant in AI-native CRM, and the one that prices the opposite way: per agent at $24/$60/$200, with non-agent users free. Pick Day.ai when the number you want on the invoice is agents rather than people; pick Attio when 10+ humans need real records, reporting, and permissions.

Watch-outs

• Custom objects are a Pro feature now. Plus caps you at 5 objects and blocks custom ones outright, which breaks the classic Attio use case of modeling partners or investors on the cheap tier. Guard: list the objects you need before quoting Plus — if the count is over 5 or any of them is custom, you are buying Pro at $79/seat annual, not Plus at $35.
• Credits are the variable that bites. A single high-volume routing workflow charges 1 credit per write and 1 per integration call, and Plus ships 1,500 workspace credits a month. Guard: start on monthly billing, run one full cycle, read the burn in workspace settings, then convert to annual — and use the admin “Set a limit” control to cap how much of the shared pool Ask Attio can drain.
• The price moved 29–43% in one cycle. Plus rose $34 to $44 and Pro $69 to $99 against the ladder we tracked in May 2026. Guard: take the 20% annual discount and negotiate a multi-year rate at signing rather than assuming next year’s renewal holds.
• Plus stops at 10 seats. Crossing that line is not an add-on, it is a tier change to Pro at more than double the per-seat rate. Guard: if headcount plan puts you past 10 seats inside twelve months, price Pro on the first call.
• MCP inherits the permissions of whoever authorizes it. An agent connected under an owner account can write anything that owner can write. Guard: give agents their own Attio user with scoped access rather than OAuthing from an admin seat.