Apollo.io vs Attio
Both are sales & crm tools. Here is what separates them.
What Apollo.io is
Apollo.io is a business-to-business sales platform that combines a contact database with the tools used to reach those contacts. Prospect records and outbound email sit in the same product, so a list built inside Apollo can be worked without exporting it to a separate sending tool first. The platform covers lead generation and sales enablement. Email automation runs prospecting sequences, and contacts are engaged from one place rather than from a spreadsheet plus a separate mailbox. A Chrome extension brings the same records into the browser while working elsewhere. Website visitor identification names the companies behind site visits, at up to 100 companies a month. Apollo integrates with Salesforce, HubSpot, Outreach, SalesLoft, Marketo and Sendgrid, and with more than 800 apps in total for automation. An API is available for data enrichment and other features, so records held elsewhere can be enriched without anyone opening the Apollo interface. The integration list is the main route for keeping Apollo and a CRM in step, since both hold records about the same companies and people. Paid access is sized in credits, granted per seat. The free plan includes 900 credits per seat per year, released monthly. Basic costs $49 per seat per month billed annually and includes 30,000 credits per seat per year, granted upfront rather than in monthly instalments. Professional costs $79 per seat per month billed annually with 48,000 credits per seat per year, also granted upfront. Organization costs $119 per seat per month billed annually and requires a minimum of three seats. The practical difference between the tiers is therefore both how many credits arrive and how quickly they become available. Apollo.io was founded in 2015 and reports use by more than 500,000 companies. The product is closed source and runs as a hosted service. Because the database and the sending tools share one subscription, the same seat that finds a contact is the seat that emails them, and credit allowances rather than separate licences set the ceiling on how much prospecting a team can do.
What Attio is
Attio is a CRM that you shape around your own pipeline rather than fitting your work to a fixed sales template. Records, reports and automations are built inside the app, and a developer platform with an MCP server, a REST API and an SDK sits behind them for anything the interface does not cover. The Free plan costs $0 per user per month and covers three seats and 50,000 records, with real-time contact syncing and automatic data enrichment included. Plus is $35 per user per month billed annually or $44 billed monthly, for ten seats and 250,000 records. Pro is $79 annually or $99 monthly, removes the seat cap entirely and holds a million records. Enterprise is quoted individually and billed annually. Annual billing is stated to save 20 percent. The tiers also meter the things a team does daily. Outbound email is capped at 200 messages a month on Free and 1,000 on Plus, then uncapped on Pro and Enterprise. Reports are limited to three on Free, 15 on Plus and 100 on Pro. Free and Plus connect one email and calendar account per user, Pro allows two and Enterprise three or more, which matters for anyone working out of more than one mailbox. Workflows and Sequences are included on every plan, Free included. A workflow can be triggered by a record change, a schedule, a webhook or a manual run, and supports loops, branches and fallbacks. Custom JavaScript blocks are available, as are calls out to MCP connections and the Attio App SDK. Prebuilt agent blocks cover web research, scoring, routing, enrichment, prospecting and churn risk. Two details matter once these are running unattended: every run is recorded and any individual run can be paused and rerun, and blocks inherit the permissions of the user who runs them, so an automation cannot quietly read more than its operator can. Reporting covers line, bar, pie and funnel charts plus geospatial maps, and reports can be grouped and drilled into for closer inspection. Dashboards can be built by several teammates at once, in real time, rather than passed around for edits. Ask Attio is the built-in AI interface for searching and creating records, and Call Intelligence records and analyses meetings inside the CRM rather than in a separate notetaker, which keeps the call and the record it relates to in one place.
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