How to Automate Attio

Attio lets each team design the objects its CRM tracks

In Attio the team decides what the CRM holds. People, Companies and Deals come as standard objects, and on the Pro plan a business can add its own, such as investors, portfolio companies, partners or product workspaces, each with its own attributes.

Linking a Google or Microsoft mailbox fills the workspace from inbox history, so contacts and companies arrive with their conversations attached, and enrichment fills in company details. Relationship attributes, also on Pro, tie one object to another: the fund to the founder, the deal to the partner who referred it.

The customers on Attio's own list include startups such as Lovable and Railway and venture firms such as Union Square Ventures and Seedcamp. In both, a head of operations adds an object or an attribute without asking a developer.

The associate copies each portfolio company's figures from the monitoring portal

At a seed fund, the associate opens each portfolio company's page in the monitoring portal after month end and copies revenue, burn and runway onto its record, so the partners' meeting has a list it can sort. At a startup selling to large companies, the founder signs in to the buyer's vendor portal to check on the security questionnaire before chasing the signature. The partnerships lead reads new referrals out of a partner's portal and creates each deal by hand.

Each figure starts ageing the day it is copied. A runway figure from March still on the record in May misleads the partner who sorts by it, and because every company was copied on a different day, nobody can say which values are current.

Workflows reach any system that offers an API or sends a webhook

Attio's Workflows start on a record change, a recurring schedule, a webhook or a manual run, then branch and loop through blocks that create and update records, send an HTTP request to another system or hand a step to an agent. Every plan includes workspace credits for them each month: 250 on Free, 1,500 on Plus, 10,000 on Pro. A run takes the permissions of the user it is assigned to, and any run can be opened to see what each agent read, decided and did.

The agent library is built for sales work around the CRM. The Web Agent researches accounts for the latest on the web, and the Follow-Up Agent recaps each call, updates the deal and drafts the next move. Attio also runs an MCP server with read and write tools for AI assistants.

For data held elsewhere, the routes are an app from Attio's directory, a webhook the other system sends, or a workflow's HTTP request to its API. Each needs the other system to offer something to connect to. A monitoring portal that shows a company's figures only on its own screens, to a signed-in investor, leaves the associate to sign in and copy them, and the same goes for a buyer's vendor portal and the founder.

Each portfolio company's runway sits on its own record

The partners sort the portfolio list by runway, and each value sits beside the reporting month the monitoring portal shows for it, so a company that has not reported yet stands out by its date. The investor relations lead sees a new commitment from the fund administrator's portal on the investor's record within the week.

At a startup selling upmarket, each enterprise deal carries its security review status from the buyer's vendor portal, current as of that morning, and a deal waiting on the questionnaire is visible in the pipeline view without anyone asking the founder.

On Pro, where relationship attributes live, a referral from a partner's portal becomes a new deal already linked to its Partner record, and the partner's own page lists every deal they have sent.

At a fund, the companies in an accelerator's demo day portal, which only signed-in investors can browse, arrive as records on a sourcing list with their batch noted, ready for the associate's first pass.

The month-end portal round runs on a schedule

The month-end round of the monitoring portal means one company page, then one Attio record, for every company in the portfolio. WebRun is an AI agent that works a real Chrome browser, signed in as you, and it makes that round on a schedule, plus a morning check of the vendor portal during a live deal.

In Attio it edits attributes, creates the referred deal and sets its relationship attribute, but deleting a record is not one of its jobs. A note to a founder or an investor sits as a draft in the associate's mailbox until the associate sends it.

For new records, one job on this page fills the missing attributes and assigns an owner; others nudge the owners of deals quiet for two weeks and post a Friday scorecard to Microsoft Teams, close to what Attio's Pipeline Review Agent builds.