We build Attio into the operating system for your business
Schema design, migrations, integrations, and automations from a team that's shipped dozens of Attio projects for B2B SaaS companies, venture firms, agencies, and marketplaces.
Services
Where we specialize
We're a niche data engineering consultancy, and arguably the most active Attio implementation partner. We didn’t start as a CRM shop; we came to Attio through a real-world build years ago, and we’ve stayed close to the product ever since. Most projects start in the CRM, but our edge is the data and integrations around it. We’re independent and recommend Attio because we use it and it works for the teams we support. Here's where our Attio projects typically focus:
- Schema design: We translate how your business actually runs into an Attio data model: objects, attributes, relationships, stages, and lifecycle. We’ll build from scratch or validate and refactor what you’ve started.
- Migrations: We've migrated teams off Affinity, HubSpot, Salesforce, Pipedrive, and many other legacy CRM providers. Through these, we've built our a robust set of internal tools that handle attribute and relationship mapping, deduplication, file extraction, note import, and staged imports, from a few thousand records to over a million. Learn more:
- Integrations: This is our core. We connect Attio to the rest of your stack (Stripe, Calendly, Slack, Asana, Sheets, Airtable, Clay, email platforms, and custom APIs). We’ve shipped multiple Attio marketplace apps and dozens more client-specific integrations. We typically build on the Attio SDK for reliability, but can use Zapier/Make/n8n when you want a setup your team can manage without code.
- Automations: Stage triggers, tasks, notifications, enrichment, and data syncing between tools. We implement the initial workflow set, then optimize over time once the team is live in Attio.
- Data engineering & reporting: When native reporting isn’t enough, we pipe Attio data into a warehouse, model it with DBT and build real dashboards. If you want lightweight, we can even do things as simple as Google Sheets exports and reporting.
A CRM is only as good as the systems feeding it and the workflows it powers. We help teams design a clean data model, connect the tools that matter (email, enrichment, marketing, product, billing, warehouses), and automate the busywork so the CRM stays accurate without constant manual upkeep. The goal is a setup that’s simple for the team to use, but robust enough to scale.
Why Attio
What makes Attio different
Attio is basically a blank canvas — it’s genuinely unopinionated. We talk to teams every week with non-standard business models who feel forced to fit into a “default” CRM schema elsewhere. Attio is the opposite: out of the box you get People and Companies, and even Deals is something you opt into. It doesn’t tell you how your business should work. You tell it.
That flexibility comes with a small setup hump. It’s not plug-and-play, but it’s also not hard to use. The UI is clean, collaborative, and feels like a modern productivity app, not legacy enterprise software.
Three things consistently stand out to clients:
- Relationships are deeply flexible
Everything can relate to anything, and you can filter across those relationships as deeply as you need. So questions like “show me every person at a company with a deal closed in Q3” are a quick filter, not a custom report. - The API is excellent
Attio is API-first. The endpoints are consistent, well-documented, and cover nearly everything, which makes integrations faster to build and easier to maintain. - Pricing stays predictable
You’re not constantly pushed up a tier to unlock basics. For most teams, the Pro plan covers what you need. Unless you require enterprise features, it’s straightforward and stable.
Our process
How a project works
Every project varies, but the cadence is consistent. For migrations, the goal is to get you into a stable Attio workspace early, gather feedback while it’s usable, and then cut over once the major kinks are worked out. We don’t ship a half-baked system, but we also don’t chase perfection before you can use it.
- Attribute audit: We pull your current fields/objects and send a simple audit so you can confirm what to keep, rename, or drop.
- Build the Attio foundation: We create the schema, import a first pass of data, and configure the workspace so it’s actually usable (views, lists, permissions, pipeline). This is where we also build the key automations and integrations you need to operate day-to-day.
- Train + feedback loop: We run dedicated, small-group training so your team starts using Attio early. We do this once the workspace is stable and usable, then we collect feedback and iterate on structure, labels, workflows, and reporting. By the time we cut over, nothing feels like a surprise, and the team has helped shape the system they’ll live in.
- Cutover (blackout window): Once the team is comfortable and the system is ready, we run a final export/import during a short blackout window so Attio becomes the source of truth.
- Support window + (optional) Phase 2: After cutover, we stay close to make sure everything behaves the way you expect. From there, some teams wrap after the migration, and others keep us on for phase two, which can include “nice-to-haves,” deeper reporting, new workflows, or ongoing fractional RevOps support. Either way, the goal is a system your team can own. We just get you to that end state faster.
Timeline: The technical work moves quickly, but timing depends on scope and how fast your team can review and give feedback. Straightforward migrations can go live in about 2–3 weeks. Larger programs with schema refactors, multi-system integrations, and change management typically run in phases and take a few months. We work with teams from early-stage startups to large organizations, and can run the project end-to-end from planning through adoption, or just handle the migration if that’s all you need
Frequently Asked Questions
These come directly from the conversations we have with prospects every day.
Who do you typically work with?
Our client base is diverse, but there are a few profiles we see coming to us over and over:
- Venture capital firms migrating off Affinity (deal flow, portfolios, relationship-heavy data models)
- B2B SaaS companies building or upgrading GTM infrastructure
- Agencies and consultancies with non-standard sales models and complex relationship mapping
- Marketplaces that need to model both sides of their business in one CRM
- PLG companies piping product usage data into the CRM for upsell and expansion signals
Which CRMs have you migrated from?
Affinity, HubSpot, Copper, Salesforce, Pipedrive, folk, Freshsales, and more. We have dedicated pages for Affinity, Salesforce, HubSpot, Pipedrive, folk, and Copper migrations if you want the provider-specific details.
Is there any risk of losing data during a migration?
Organizations, people, deals, notes, and custom attributes all come over cleanly. The main thing people worry about is email history. Attio actually does pull in existing email history when users connect their inbox, so most of that comes back on its own. The real gap is correspondence from employees who have since left the company and disconnected their email. Those interactions won't resurface in Attio. Notes are a separate endpoint and come over fine.
For meetings, Attio now has a Meetings API (currently in alpha) that provides a path for syncing meeting data. Calendar events also auto-import once users connect their calendars.
What do you do about duplicates?
Deduplication is typically included in our project scope. We run an automated pass to identify duplicate contacts and companies, then merge them. Attio doesn't have a native bulk merge API, but we've built tooling to handle it. We've cleaned up clients with 30,000+ duplicate people & companies. It's a solved problem for us. If you have any specific questions, learn more about our deduplication services.
Can we just do the migration ourselves?
Absolutely. Attio supports a several migration paths: Import2 for direct CRM transfers, CSV data import, and API endpoints for more technical teams.
Where teams usually get burned isn’t the data import, though — it’s everything around it: choosing the right data model (standard objects, custom objects, and lists), cleaning up fields, preventing duplicates, handling file attachments, maintaining the relationships between the legacy CRM and Attio, and setting up custom integrations.
That’s where we come in: we build Attio into an operating system, not just a database move. We’ll get you to a clean, scalable setup faster, avoid costly rebuilds later, and implement anything that needs to run reliably using Attio’s API/SDK (instead of fragile, expensive-to-maintain chains of automations in external tooling or workflows).
And we’re not “just Attio.” If you want Attio to be the hub of your GTM + ops stack, we also handle data engineering, analytics, BI dashboards, enrichment, and custom integrations (including agentic/AI workflows via Attio’s MCP where it actually makes sense.)
Should we build a custom CRM?
We strongly recommend buying over building. CRMs are complex, full of edge cases, and maintaining one is a full-time job. Attio gives you a genuinely flexible foundation that can be customized to almost any business model without the overhead of building from scratch. Save the custom engineering for the integrations and workflows around the CRM. That's where bespoke work actually pays off.
What are Attio's current limitations?
We believe in being upfront about this. Here are a few limitations that commonly come up:
- Email history does come into Attio when users connect their inbox, and it pulls in existing correspondence going forward and backward, but there's no way to bulk-import non-connected email accounts via the API. The real risk is departed employees. If someone leaves the company and disconnects their mailbox, that correspondence won't resurface in Attio.
- Meetings now have an API path (it's in alpha, so the usual caveats apply).
- Notes can only be linked to a single record, not multiple. If you have a meeting note that involves three people and a company, you either put it on the company as the canonical record or duplicate it.
- Role-based access control is rudimentary compared to Salesforce (basically admins and users, though this is improving).
- The integration marketplace is growing, but still much smaller than HubSpot's or Salesforce's.
- Reporting can sometimes be limiting. Charting today is single-metric charts only (no multi-axis views) and there are no dashboard-level filters.
None of these are typically dealbreakers for most teams, but they're worth being aware of and planning for.
How do you handle files and attachments?
Attio doesn't have a programmatic way to upload files. Our recommended approach is to export all files from your legacy CRM and drop them into your file storage tool of choice (Google Drive, OneDrive, Dropbox, whatever you use), organized by company. Then we link those directories to the corresponding company record in Attio using its native storage integration, so you see the actual file contents inline. Most clients find this is actually a better experience than files trapped inside the CRM. If you'd rather just archive files somewhere and not link them in Attio, that's fine too. We're exporting everything anyway.
Should we do prospecting directly in Attio?
Our general recommendation is no, but this varies depending on the specifics of a client's use case. We typically recommend handling initial outreach in a dedicated prospecting tool (Lemlist, Instantly, SmartLead, etc). These are purpose-built for sequences and have their own lightweight databases. Once a prospect "raises their hand" and engages with you, that's when they enter Attio. This keeps your CRM clean. You don't want 95% of your records to be people who have no idea who you are. That said, if your outbound volume is low or you have a specific need, you can run it from Attio. It's an architectural decision, not a hard rule.
Can Attio handle accounting, invoicing, and billing?
Attio can trigger actions in those systems, like pushing an invoice into Stripe, but we generally recommend against making it the source of truth for financial data. It should be directionally close, but the actual collection of money and transactional reporting should live in tools designed for that. Attio is great as the hub that orchestrates these actions and gives your team visibility. For precise financial reporting, you likely want a dedicated BI tool fed by a proper data warehouse.
Do we lose visibility into who created notes?
Partially. Attio's API lets you set the original timestamp for when a note was created, but the "created by" field will show the API key rather than the original author. Our workaround is simple: we include the original creator's name in the note title or body. The information is preserved, it's just in a slightly different place than the native metadata field.
How does Attio compare to HubSpot?
HubSpot can do a lot things. It's powerful, it has a massive marketplace, and it's likely not going anywhere soon. But the APIs are painful to work with, the pricing model punishes you for needing specific features (everything important seems to be one tier higher), and the product is bloated from years of acquisitions. Attio is the opposite: lean, API-first, flexible, and straightforward on pricing. The primary tradeoff today is a smaller ecosystem and fewer out-of-the-box integrations. For most of the businesses we work with, that tradeoff is well worth it (especially for the price.)
Is Attio going to be around in 2 (or 3, or 5, or 10, or 20) years?
We can't predict the future, but we can tell you what we see. The amount of business we get through Attio is steadily increasing. We see migrations coming from HubSpot, Affinity, Pipedrive, Copper, and even Salesforce shops. They're well-funded, actively hiring engineers, and the product is improving fast. Our own business is very Attio-centric. If they went down, we'd have to make some serious choices. We're betting on them too.
Ready to talk?
We'll walk through your setup, answer your questions, and tell you honestly whether we're the right fit.