Attio wants to build the CRM for the Airtable generation

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Get Attio, a new CRM for those familiar with modern collaboration tools, such as airtable, an assumption And Zapier, The startup wants to create a product that can hold all the important information about your customers, suppliers and partners, but is also flexible enough so that you can easily organize, view and manipulate the data.

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Attio raises $7.7 million seed round led by point nine with the participation of Balderton Capital And Topic, Passion Capital, who was already an investor in the company, as well as several angel investors also participated in the round. Business angels include Front co-founder and CEO Mathilde Colin, Loom co-founder and CTO Vinay Hiremuth, Loom and Hyper co-founder Sahad Khan, and Indeed co-founder Paul Forster.

That’s a long list of investors and it should come as no surprise when you look at the founder’s background. Attio co-founder and CEO Nicholas Sharp first worked as an associate for Passion Capital and then created Attio with Alexander Christie. He spent a lot of time working on the deal flow process of the firm.


“We think something incredible is happening in business software in general, and also in CRM in particular,” Sharp told me. He cited Airtable and Perception as inspirations. “It allows customers to build whatever they want.”

“We have this happening on the one hand, which is interesting in itself. In the CRM market, we have a paradigm shift in this new way of selling things. Now it’s all about fostering relationships through different channels. is,” he said.

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In other words, CRM software is no longer limited to sales teams. Now, multiple people working for Company A interact with different people in Company B. When you don’t have a single point of contact it can be difficult to keep track of what’s going on.

image credit: Attio

Attio pulls data from your existing tools. When you set up your account, you import your team’s contacts. You can also sync email conversations with the CRM platform. You can choose between two sharing levels — metadata only, or subject line and metadata. And, of course, you can sync your calendars as well.

After that, Attio automatically enriches your data with more information from third-party sources, such as Twitter, LinkedIn and Facebook. You can view a timeline of your company’s recent interactions with a specific contact. You can also search for a company and see everyone you know in that company.

It gets especially interesting when you start building a collection. An archive is a list of contacts for a specific project. For example, you can create one collection with all your investors, another collection with your sales funnel, another collection with journalists you know, etc.

There are several ways to view the collection. Like Airtable, you can choose to add data using a spreadsheet-like interface with rows and columns. You can add columns with new attributes that are relevant to your collection.

But you can also switch to Kanban view and move contacts from one column to another. There is also a calendar view. Each scene is customizable with filters and a sorting criterion.

image credit: Attio

Attio is designed like most software-as-a-service tools, which means it works well as a team. You can view recent activity in the Activity tab, you can create tasks and add notes to start working on projects as a team.

The company has approximately 120 paid clients, such as teams working for Coca-Cola, Supercell, Saltpay, Causal and Upfront Ventures. Curiously, Attio isn’t the only ‘new CRM’ trying to recreate this software category. Other companies include Folk, which I profiled recently, 4 degree And intimacy,

When Sharp started thinking about the product, the competitive landscape was different. “At the time, perception was just beginning. We saw people creating new spreadsheets, new note-taking apps. And nobody was applying those principles to CRM and that category,” he said. It will be interesting to follow this space to see what happens.For customers, they now have a lot of options when choosing their CRM platform.

image credit: Attio

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