Partner spotlight: Attio

Attio is a modern, data-driven CRM built for startups and go-to-market teams. It’s designed to be flexible and to shape itself around how your business actually works. OutboundSync writes into Attio as a beta, one-way integration.

Who’s behind Attio

Attio was founded in 2019 by Nicolas Sharp and Alexander Christie, and is based in the United Kingdom. The founders spent about three years building the foundation before launching publicly, driven by a belief that the CRM needed to be reimagined from the ground up. Attio is venture-backed, having raised Series A and Series B rounds, and thousands of companies now run their go-to-market on it.

What Attio does

Attio’s strength is being modern and adaptable. It’s built to be data-rich and flexible — closer to how a fast-moving startup actually wants to work. That makes it a natural fit for startups and GTM teams that want a CRM they can shape around their own process.

How Attio structures your data

Attio organizes everything around objects. People and Companies are on by default; Deals, Users, and Workspaces can be switched on, and custom objects cover anything that doesn’t fit those. Records connect through relationship attributes — a person links to a company, a deal links back to both — and lists group those records into a process (a pipeline, a segment, a project) without changing the underlying object. Activity lives on the record as notes, tasks, emails, and calls. OutboundSync writes each synced send, reply, and social touch as a note on the matched person, so outreach sits on the same timeline the team already works from.

On the automation side, Workflows fire when records change, on a schedule, or from a webhook — creating tasks, updating attributes, and running agents that research accounts, score leads, and draft follow-ups. Ask Attio and that agent layer read the same objects. Reports and dashboards chart lists and records, giving teams near-real time views of pipeline and activity.

How it works with OutboundSync

OutboundSync syncs outbound email and social activity onto your Attio person and company records — one-way, in beta — so the outreach your team runs in tools like Smartlead, Instantly, or HeyReach shows up on the Attio record. Each event writes a Note on the matched Person; teams can also enable an optional OutboundSync custom object for filterable, workflow-ready records. Attio onboarding is guided by the OutboundSync team while the beta expands.

For setup details, see the Attio integration page. We also walked through the integration when it launched, in this announcement.

Related integrations

Outbound tools like Smartlead, Instantly, EmailBison, HeyReach, and Clay can sync into Attio through OutboundSync. The full list is on our integrations page.