Attio vs Folk — modern CRMs reviewed
Two new-generation CRMs that target small modern teams. Polished, opinionated, very different.
Attio and Folk are two newer CRMs that gained traction in 2024-2025 with startup and small-team buyers. Both react to the same problem — Salesforce is too much, HubSpot is too marketing-heavy. Both solve it differently.
Attio:
- Polished, Notion-like interface.
- Heavy emphasis on automatic data enrichment from email, LinkedIn.
- Custom objects, formulas, views — flexibility approaching Salesforce's.
- Strong API and webhooks.
- Pricing: $34-79/user/month. Not the cheapest option.
Folk:
- Simpler, more "contact-centric" than "deal-centric".
- Strong on networking and relationship management.
- Email-first workflows.
- Better for agencies, recruiters, partners than transactional sales.
- Pricing: $25-39/user/month.
Which to pick:
- Attio if you have a structured B2B sales process and want a modern alternative to Salesforce.
- Folk if your business is more about people and relationships than deal pipelines.
Both feel a generation ahead of Salesforce in UX. Whether they have the depth for enterprise rollouts — not yet, but they're closing the gap.