Introducing Attio, a new CRM for those familiar with modern collaboration tools such as Airtable, Notion, and Zapier. The startup wants to create a product that can contain all the important information about your customers, suppliers and partners, but that is also flexible so that you can easily organize, view and manipulate data.
Attio has raised a $7.7 million seed round led by Point Nine with participation from Balderton Capital and Headline. Passion Capital, which 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 Collin, Loom co-founder and CTO Vinay Hiremath, Loom and Hyper co-founder Sahed Khan and Indeed co-founder Paul Forster.
That’s a long list of investors and it shouldn’t come as a surprise when you consider the founder’s background. Nicolas Sharp, co-founder and CEO of Attio, previously worked for Passion Capital as an associate and then founded Attio with Alexander Christie. He has devoted considerable time to the company’s deal flow process.
“We think something incredible is happening in business software in general and in CRM in particular,” Sharp told me. He cited Airtable and Notion as inspiration. “It allows customers to build whatever they want.”
“We have that thing on one side, which in itself is interesting. In the CRM market, we have this paradigm shift of this new way of selling. It’s all about nurturing relationships through different channels now,” he added.
In other words, CRM software is no longer limited to sales teams. Now many people who work for company A have contact with different people at company B. It becomes difficult to keep up with what is going on if you don’t have a fixed point of contact.
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 levels of sharing: metadata only or subject lines and metadata. And of course you can also sync your calendar.
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 at that company.
It gets especially interesting when you start building collections. A collection is a list of contacts for a specific project. For example, you can create a collection with all your investors, another collection with your sales funnel, another collection with journalists you know, etc.
There are multiple ways to view a collection. Just like in 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 the kanban view and move contacts from one column to another. There is also a calendar view. Each view can be customized with filters and a sort criterion.
Attio is designed like most software-as-a-service tools, meaning it works well as a team. You can view recent activity in the Activity tab, you can create tasks and add notes to work on a project as a team.
The company has approximately 120 paid clients, including teams working for Coca-Cola, Supercell, Saltpay, Causal and Upfront Ventures. What’s interesting is that Attio isn’t the only “new CRM” trying to reinvent this software category. Other companies include Folk, which I recently profiled, 4Degrees, and Affinity.
When Sharp started thinking about the product, the competitive landscape was different. “At that time, Notion had just started. We saw people building new spreadsheets, new note-taking apps. And nobody applied those principles to CRM and that category,” he said. It’s going to be interesting to follow this space to see how it evolves. As for customers, they now have a ton of options when selecting their CRM platform.