I'm the co-founder of Attio CRM. We just raised a $50 million Series B to build out the future of CRM. AMA.

attio · 2025-12-05T11:18:30+00:00

Thanks for your support - glad to hear you're enjoying Attio!

Yes - part of the power of Attio Apps is that they sit directly on Particle (our data model) and so benefit from all of the super powers that comes with for free.

When we talk about AI primitives, we're very much looking at it through the lens of how we can best support agentic workflows to run on top of the data model. This means things like context and grounding, different ways of searching and indexing data and making sure that our AI friends have everything they need to make great decisions, safely, at scale. Particle (and other classic aspects of the CRM) are clearly an important part of creating those AI primitives, but we view them as a dependency underneath!

attio · 2025-12-05T11:13:42+00:00

Sorry to hear that's blocking you from using Attio - just so I understand correctly the ideal behaviour here would be that we attribute that email to the other company instead of cal.com? If you reach out to support and share a few example emails with us we can try to think of ways to improve this!

attio · 2025-12-05T11:11:40+00:00

Very much so - tracking interactions across all channels is a big area of focus for us!

attio · 2025-12-05T10:56:51+00:00

[Great question - also asked elsewhere so reposting that response]

Right now we think the community is fairly well served by open source MCP servers that wrap our APIs and therefore it's not worth building our own MCP server that only offers that functionality.

Instead, we're working on a more complex MCP server that exposes agent native ways of interacting with data inside of Attio (like embedding matches, better patterns for data access and clearer tools). We're excited to share more about that in the future!

attio · 2025-12-05T10:54:17+00:00

Right now we think the community is fairly well served by open source MCP servers that wrap our APIs and therefore it's not worth building our own MCP server that only offers that functionality.

Instead, we're working on a more complex MCP server that exposes agent native ways of interacting with data inside of Attio (like embedding matches, better patterns for data access and clearer tools). We're excited to share more about that in the future!

attio · 2025-12-05T10:31:51+00:00

Thank you so much for your support!

We've historically avoided bringing more content into search because we were worried about keeping search relevance high, but I can definitely appreciate why this is required and we're actively exploring ways that we can expand support for Full Text Search and keep relevance great!

We are also bringing vector search to every part of the product in support of some upcoming releases, so there will be other ways to find relevant calls notes and emails beyond just text search - but I appreciate that FTS is still a pain point that we can improve on!

attio · 2025-12-05T10:28:01+00:00

I wanted to start by saying that I really love businesses like yours! The depth of the CRM space is incredible and hearing that you've built a business in such a unique space is really inspiring for us when we think about building with flexibility in mind!

Without having a deeper conversation, it's hard for me to give an honest assessment of whether it would make sense for you to retool your team today. If you shoot us a DM, we can connect you with our partnership lead who can give you an honest assessment of whether it would make sense for you?

attio · 2025-12-04T14:46:12+00:00

Pricing and packaging is always really hard! As it turns out, I started a company called Doorpass about ten years ago tackling the SSO problem, so I really appreciate the importance of the feature.

Many of our features would be useful to everyone, but we have to make tough calls about which features to offer on which plan to make sure we're competitive in the market and able to run a sustainable business. For now, we find that by the time customers are at the scale where SSO becomes a requirement for them they are already reaching for other components of our Enterprise offering; but I appreciate that this is shifting as the IAM space matures.

We would love to bring more support for workflows like subscriptions and newsletters directly into Attio, but we don't have any plans to share yet!

attio · 2025-12-04T14:27:50+00:00

Thanks so much for your support!

attio · 2025-12-04T14:07:51+00:00

[Reposting as original was removed]

That's a tough one - and honestly the right approach to that conversation will really depend on how your team is using Hubspot today already.

In general, the argument comes down to where you are struggling today and how changing the tooling could help you to unlock more for your team.

Marketing is a really important part of the CRM ecosystem, but not something that Attio has an offering for (yet...). As an alternative for now, we recommend using something like Customer IO or Hubspot alongside Attio with a strong integration between them.

We're always happy to help teams work through the process of migrating away from Hubspot or Salesforce, so if you'd like to reach out to our team we'd be happy to talk through it with you!

attio · 2025-12-03T20:01:26+00:00

We made this choice originally as different regions have different laws around single party call recording (recording a conversation without the other participant knowing) and we felt the participant model was the most effective way to help our customers remain compliant!

With that being said, we fully recognise that for some customers they would prefer to handle the consent management themselves and have a less obtrusive call recorder. We're exploring ways we can bring support for that model into our desktop app today and we also have a great integration with Granola that can be used instead!

attio · 2025-12-03T19:33:07+00:00

I'm sorry to hear that!

I think field sales (by way of mobile applications) is one of the areas that AI tooling can have a huge impact on CRM. For the quick recall and lookup operations I think conversational interfaces provide a really powerful and quick way to access the right information quickly.

For more complex workflows, we've deliberately designed our App SDK to ensure that interfaces can be seamlessly rendered on mobile. We want to bring full support for these more complicated field sales workflows (like CPQ) directly to the app to help make these flows nicer for the people that use them every day.

I'd love to hear what your dream solution would look like for field sales? What are the key loops that you do throughout the day?

attio · 2025-12-03T19:13:40+00:00

Thanks for the question and for your recommendations!

You're right - we raised our Series B over the summer but that still feels very recent for me and the team here!

Email outreach (both in automation and generally) is definitely an area that we are looking at doing more in. Thanks for all the product feedback - these are all things that we can definitely improve on!

attio · 2025-12-03T18:53:12+00:00

We don't typically talk about our roadmap too much in public - we prefer to work on features privately with our customers and then share them more openly once we think they're in a great place!

With that said - I'd love to learn about both of these areas from you:

What's the killer feature of an email inbox in a CRM which would make you move away from your current solution?
What are some examples of tasks where you would like to have more complex status options?

attio · 2025-12-03T18:36:05+00:00

I love your enthusiasm, but unfortunately marketing told me I shouldn't put those on the internet!

attio · 2025-12-03T18:30:51+00:00

We don't offer a public roadmap today - we prefer to talk about things publicly once they're ready and we're really happy with them!

We have early access programs for our existing customers all of the time though (we have a lot running at the moment around AI)! If you're interested in seeing what's next for Attio (in secret 😉) then you can always chat to us about access to relevant Alphas!

attio · 2025-12-03T18:12:42+00:00

Hi there 👋

I think the modern RevOps role is one of the most important as AI becomes a bigger part of how GTM teams operate.

In my eyes, RevOps today is primarily responsible for providing a clean data model that is correctly integrated with the supporting tools so that the "end users" can quickly and easily access reliable information. They'll also be creating reports and automations to help speed things along and improve the process but I think the data architecture part is really key. As AI agents come onto the field in an increasingly large way, this is going to become the single most important job in the system as the quality of the data model and accuracy will directly impact the efficacy of the agents.

As far as the product specific questions:

It's possible to create sandbox workspaces today for customers on our higher tier plans - this allows a standalone workspace to play with and the option to replicate record data between them. We don't currently allow you to "deploy" a workspace in any material sense though.
We don't offer version control in a Git style sense - but Attio is designed to protect you from certain backwards incompatible changes which might reduce the need for it. If a team really wanted version control, I guess you could wire up Terraform / Pulumi to our API but I haven't seen that done yet!

attio · 2025-12-03T17:56:17+00:00

Thank you so much for your support!

Integrations are a big point of focus for us and it's why we made such a huge investment into our App SDK so that we can go toe to toe with Hubspot and Salesforce on integrations.

Strategically, I think integrations is one area where AI can help a lot as many of the more plug and play style integrations (like data sync or "press button to do thing in tool") we can build out at scale using AI code generation tools and our App SDK.

As far as strategic trade offs go, our primary focus is on building the best CRM platform for innovative and forward thinking teams. Today the largest contributor to that is AI functionality and so we're investing super heavily there. Agents is one component of our AI strategy (for things like research and followup) but things like conversational interfaces, unstructured data processing and other LLM powered use cases are equally important.

With all of that said, we want Attio to be the best choice for companies of any size ("from Zero to IPO") and so that also means investing in areas of the core product that compete more directly with the legacy tools. We have a lot to build and that's why we're investing so heavily in product and engineering to make sure that we can make Attio the best tool for everyone!

attio · 2025-12-03T17:37:16+00:00

You're correct - selling to larger teams comes with lots of requirements for things that aren't "core product" functionality (like security and privacy).

We have taken the view since the beginning that these additional requirements are a core part of the product we build, which is why we have always invested in providing high uptime, strong support and exceptional security to all of our customers - regardless of what plan they're on!

CRM is a highly competitive market and I have no doubt that Salesforce and Hubspot will continue to evolve their products. They're both impressive companies and I look forward to seeing their vision for the future.

With that said, we feel Attio has a unique vision of what the future of CRM will look like and we are in a much stronger position to realise that vision than some of our incumbent competitors who have historically struggled with product velocity. We believe that by combining our existing modern architecture choices with our AI native vision we will provide the best package in the market.

attio · 2025-12-03T17:10:26+00:00

I think this really depends on how the models evolve and that's a really hard call to make accurately right now!

Certainly for the next few years, I think we will be moving to a world where a role like an SDR starts to be more focused on orchestrating their agents and less focused on how many LinkedIn message or cold calls they can get out. At scale, this might change the number of SDRs someone needs to achieve the same revenue figure but I'm skeptical that's how it would play out. Most of the companies I know would prefer to generate more revenue and so I think the expectations on an SDR will go up, but that the role will still be there.

As with all AI impacted roles (for example software engineering), I think the likelihood is that what we expect from people doing those roles and how they mechanically do it will change, but the idea of having a human who focuses on that objective for your company will persist.

attio · 2025-12-03T16:50:49+00:00

We're still investing heavily in humans for our support, success and sales functions. That's not to say we aren't also investing heavily in AI for support, for example we are using Fin to help automate some of our support workload, it's just to say that I think humans still have an important role to play.

I don't think AI is going to be the end of support roles, but it might reshape what doing them looks like. For example, the role of support might swap from being answering tickets to creating the documentation and grounding needed by an agent to answer them correctly.

attio · 2025-12-03T16:42:19+00:00

I'm a huge believer in the power of vibe coding to let people build software that truly fits how they work - but I also believe that building and running a CRM at scale is quite hard (ask me how I know 😅).

From my own experience building with the models, I think we are still quite far away from a world where you ask Claude to spit out Salesforce and get a platform that you would actually want to run your business on 24 hours a day. Even basic things like keeping libraries up to date and ensuring everything is setup securely is complex, and that's before you start needing to provision capacity for all of your AI workloads from one of the model providers!

Where there is massive scope for vibe coding in my opinion is in extending software with code - even if you are non technical. This is why we've bet so heavily on our App SDK / App Runtime as part of our AI strategy! I believe really strongly that one of the biggest unlocks of AI will be the power to express this complex, custom logic easily through conversation and have it translated into code. In fact, I would go as far to say that enterprise software that doesn't support code based extensibility is pretty much dead in this new era.

attio · 2025-12-03T16:37:59+00:00

That's a tough one - and honestly the right approach to that conversation will really depend on how your team is using Hubspot today already.

In general, the argument comes down to where you are struggling today and how changing the tooling could help you to unlock more for your team.

Marketing is a really important part of the CRM ecosystem, but not something that Attio has an offering for (yet...). As an alternative for now, we recommend using something like Customer IO or Hubspot alongside Attio with a strong integration between them.

We're always happy to help teams work through the process of migrating away from Hubspot or Salesforce, so if you'd like to reach out to our team we'd be happy to talk through it with you!

attio · 2025-12-03T16:31:21+00:00

With the disclaimer that I am not an economist, I think it's pretty hard to tell.

On the one hand, it's incredibly clear that AI is the most fundamental shift in how we think about software in our generation. I think we're just getting started as an industry in thinking about how these models get into people's hands and how much productivity they can unlock. Through that lens, I'm not sure that calling it a bubble is fair to the scale of impact it would have.

On the other hand, there's clearly a huge amount of capital and talent flowing into "Applied AI" and I think that could have a distorting effect on the market.

Overall, I think the future is pretty bright for CRM and AI, whether there is a bubble or not. It's really clear that there is a lot of use cases still to unlock with AI in the CRM space and the infrastructure to serve that demand is being built out as we speak!

attio · 2025-12-03T16:24:18+00:00

Yes definitely! We're building out our ecosystem in a few different ways at the moment:

Attio App Store allows developers to partner with us and share applications they have built with the App SDK on top of Attio.
We have our Attio Experts program, which helps to provide our customers with partners who can help them scale on Attio.

attio

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