Attio vs Affinity: Which CRM is right for your business?

In this Attio vs. Affinity review, I will compare both of these CRMs on multiple aspects, such as customizability, user interface, automation, marketing capabilities, and integrations.

Attio vs Affinity: Which CRM is right for your business?

Let’s not deny that it is difficult to discover a CRM that best matches your business needs. With numerous sales CRM platforms present in the market and new ones popping up every day, it has become a challenge to discover a CRM that fulfills most, if not all, of your needs.

That is why, in this article, I’ll try to make it easy for you to find customer management software for your company by comparing two CRM solutions: Attio and Affinity. 

In addition to that, I’ll compare one more platform alongside the other two and that is Zixflow, a complete CRM solution that doesn’t fall short of any within the space. 

However, before I dive into a comprehensive comparison, let’s see a quick comparison of how all these three platforms fare against each other and get an idea of the features they offer. So, let’s get into it!

Attio vs. Affinity: A quick overview 

Below is a table containing essential features a CRM platform should have and I have used it to give you a quick insight into the feature-set of each CRM.

Features Affinity Attio Zixflow
Clean User-interface Yes Yes Yes, minimalist-style UI
Contact management Yes Yes Advanced
AI-powered custom fields No No Yes
Advanced segmentation & tagging Yes Yes Yes
Table & Kanban View Yes Yes Yes
Auto-assign leads No Yes, through automation flows Yes
Reporting dashboard Yes Yes Yes
Email sync Yes Yes Yes
Multi-channel marketing No No Yes (WhatsApp, email, and SMS)
Centralized inbox Yes (for emails only) Yes (for emails only) Yes (for all the marketing channels)
Unified API No No Yes
API docs Yes Yes Comprehensive & interactive
LinkedIn extension Yes (available in higher-tier plans) Yes Yes
Forms No No Yes
Mobile App Yes Yes Yes
Pay-as-you-go payment structure No No Yes
Onboarding in under five minutes No Yes Yes

Attio vs. Affinity (vs. Zixflow): Finding the right CRM for your needs

Now that you are aware of the offerings of each platform from the comparison table, let’s take a deep dive into specific features and find out which CRM is the best match for you. 


Customizability refers to the ability of a CRM to adapt to multiple scenarios or be able to tackle various use cases. A customizable CRM is able to handle a wide range of use cases, such as leads, sales, investors, deal flow, and so on. 


Attio offers a high degree of customizability, making it a versatile CRM for various situations. With Attio, you can build tailored fields that fit the requirements of your data model. 

On top of that, you can customize the properties of the CRM to reflect the specific attributes important to your business, allowing you to simplify your sales process by discovering the right contact without having to swim through the ocean of data.


Affinity is a CRM designed for venture capitalists and private capital dealmaking. Being a capital-based CRM, it offers you the ability to build custom fields like deal Priority to keep track of every deal and handle your pipeline effectively. 

Additionally, Affinity allows you to create tailored fields, lists, and panels as per your requirements, ensuring that you can manage your data the way you want.

While Affinity provides various customizability options it’s designed mainly for VCs and financial institutes, making it difficult for businesses operating in other industries to properly use the platform. 


Unlike Affinity which focuses primarily on one industry, Zixflow was created with the vision of being a CRM that encompasses the needs of multiple industries and businesses including sales, marketing, real estate, financial institutions, and HR to name a few.

With its fully customizable model, Zixflow can serve as a centralized hub to manage all your contacts and build custom attributes to accommodate various kinds of data or enrich existing information using AI. 

For example, you can make custom AI-driven fields to generate tailored responses to a predetermined prompt with a click of a button. One of the use cases of this feature is to generate personalized icebreakers ready to be sent to your contacts. 

Custom AI fields in Zixflow to generate a personalized message that you can use to connect with your contacts.

User interface

A user-friendly UI is a crucial aspect when selecting a CRM platform. A CRM where too many things are happening at once, not only hinders your productivity but also makes it difficult to move around the platform. 

A minimalist UI makes it easy for you to understand its features and increase sales efficiency without requiring specialized training. 


Attio’s dashboard comes with a clean UI making it straightforward to use. The ability to modify the platform according to the data also helps in quickly identifying correct information and completing the tasks on time. 

You can add, remove, or rearrange fields within the CRM to prioritize the information you want to see. Also, with the help of filters and sorting options, you can visualize or arrange the CRM data in a way that best suits your preferences. 

Attio CRM’s user interface.


Affinity provides an intuitive user interface for its clients to effectively manage their deals and monitor their movement across the stages of the sales pipeline. As Affinity CRM is built for venture capitalists, it prioritizes the features required to analyze deals.

Affinity CRM’s user interface. Source


Zixflow offers a modern, stylistic look that welcomes you to the platform. The menus are self-explanatory and are intuitive in nature. 

With a contemporary look, the software feels fun to use, thereby boosting the productivity of your teams. Not just that. The ability to visualize data in a Table or Kanban View, organize data using countless filters, and control which attributes to see in the views, further allows you to bring relevant information to the forefront.

Zixflow’s clean and modern user interface.

Furthermore, Zixflow has done something different as compared to Affinity and Attio. Zixflow has divided the platform into three parts: 

  • XCRM
  • Marketing (WhatsApp, email, and SMS)
  • One (XCRM + Marketing)

So, depending on the usage, the UI of the platform changes a little bit. For example, if you chose the XCRM plan, the features related to marketing will not appear in the UI. This way, you can focus on important things and not get distracted with unnecessary options. 

Want to experience Zixflow CRM firsthand?

Get started with Zixflow for free and boost your overall productivity like never before

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Nowadays, CRMs are expected to perform numerous tasks along with saving and managing customers’ data. And automating tasks is one of them.

Automating repetitive tasks allows you to save both time and resources. Additionally, if your CRM can help you with creating automated workflows, you don’t have to worry about getting additional tools to do the same. That being said, let’s evaluate the automation capabilities of these CRMs.


Attio allows you to craft custom automation workflows to segment sales-qualified leads into different lists and further boost engagement by auto-assigning relevant team members about the newly entered lead. 

With Attio, you can either use workflow automation templates to quickly deploy ready-to-use workflows suited for common situations. However, if you want to build a workflow from scratch, you can do so as well by using Attio’s Canvas and adding Blocks that represent each step of the workflow.

Attio’s workflow automation builder. Source


Affinity has native workflow automation, allowing you to eliminate redundant tasks and concentrate on getting more sales. Also, by syncing your email and calendar to the CRM, Affinity lets you import crucial data to the platform effortlessly. 

Similar to Attio, where you can craft custom automation workflows, Affinity also lets you build conditional workflows. These workflows allow you to set up automated actions that will be triggered when a specific condition is met. For instance, sending a welcome email with a new subscriber is added to the CRM.


Contrary to Attio and Affinity, which offer a singular automation module to automate tasks, Zixflow has segmented its automation capabilities into two parts (Flows and sales cadences) to give you better control of the workflows. 

Flows in Zixflow refers to the workflow automation module where you can automate your tasks by building tailored workflows. The intuitive drag-and-drop workflow builder makes it a piece of cake to create custom workflows to eliminate daily tasks. 

Check out the following video to learn more about how to automate your work using Flows.

Moving on to sales cadence. With Zixflow’s sales cadences, you can put in place outreach sequences to engage prospects without having to keep track of interactions yourself. 

For example, by using a sales cadence, you can automate follow-ups across different channels including WhatsApp, email, and SMS. In addition to that, you can add any activity step in your cadence sequence if you want to manually interact with your prospects. 

This way, you can set up multiple outreach sequences like welcome email series, abandoned cart sequences, and many more depending on your requirements. 

Zixflow’s sales cadence builder lets you automatically send follow-ups and keep nurturing your prospects.

Outreach capabilities

Choosing a CRM that not only saves contact information but also lets you make the most of it is crucial for increasing engagement and driving sales.

That being said, a CRM needs to have some kind of outreach capabilities to let you reach out to your contacts straight from the platform to boost your sales engagement.


With Attio, you can send tailored emails to your contacts once you have connected and synced your email account with the CRM. A standout feature of Attio’s emails is that you can design your own email via the builder and customize them using variables.

This allows you to craft emails suitable for numerous situations and save them as templates for future use. One downside is that if you are trying to send emails to multiple people, you can only do that by sending 50 emails at a given time. 

Plus, you can send a maximum of 200 emails/month in the Free plan and 1,000/month with the Plus one. This aspect makes it difficult to run bulk email campaigns using Attio.


Affinity, by itself, is missing any outreach facilities. But you can still send emails with its bulk email feature. With this feature, you can send up to 200 emails at a time. If you want to send more, you will have to wait until the first 200 emails have been delivered and then you can start with the new ones. 

However, if you want to craft branded emails with editable designs, you will have to use Affinity’s Mailchimp integration. One more thing to keep in mind is that the bulk email feature is available only in the high-tier pricing plans unless you are a legacy subscriber, then you can access it in low-tier plans as well. 


Zixflow is a full-fledged marketing software that lets you run bulk outreach campaigns across multiple channels, such as WhatsApp, email, and SMS. The differentiating factor of Zixflow is its ability to send thousands of messages at once without imposing any limitations. 

Since Zixflow is packed with native marketing capabilities, you don’t have to worry about integrating it with external marketing solutions to create custom messaging templates.

For example, if you want to craft WhatsApp Business messaging templates for your e-commerce business, you can do that easily by entering the necessary details with Zixflow.

Zixflow’s WhatsApp template builder to craft and whitelist messaging templates that can be sent readily.

Furthermore, setting up outreach campaigns within Zixflow is super easy and doesn’t need any technical knowledge as well. By simply filling out the right information in all the fields, you can start reaching out to thousands of prospects within seconds.

Email campaign builder in Zixflow to send emails at scale.
Reach out to your contacts at scale with Zixflow

Zixflow lets you send bulk messages over WhatsApp, email, and SMS to enhance engagement without any restrictions

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Integrations enable you to make the most of your CRM by automating multiple operations and using the functionality of external applications in your sales processes. Having a CRM that supports a wide range of integrations can greatly reduce workload and the need to get additional solutions.


Attio comes with a pool of applications that you can integrate with the platform to streamline your everyday operations. For instance, Attio supports Slack, Typeform, Outreach, and Mailchimp integrations for seamless communication for both internal and external uses. 

Additionally, Attio lets you link the CRM with Zapier and access its database of apps to automate workflows and pull data from external sources efficiently. 


Affinity, similar to Attio, also supports a wide variety of integrations, including Slack, Microsoft Teams, Google Drive, Mailchimp, and more. 

In addition to that, you can create custom integrations by yourself or with the help of a developer to connect Affinity with other CRMs like Salesforce, HubSpot, and Airtable to enrich contact data within Affinity. This way, you can connect with high-value clients in a personalized manner and close deals more effectively.

Various solutions that you can integrate with Affinity.


Zixflow allows you to easily sync up with your favorite tools in a matter of minutes to streamline your everyday operations. In addition to that, Zixflow comes with multiple in-built integrations like Email Validation and Email Finder, that are ready for you to use. 

Furthermore, you can connect your Gmail or Outlook account with Zixflow to enable all-mail sync to manage and reply to emails straight from the platform. 

Also, if you want to build custom workflows using external apps like Zapier, Make, and Pabbly Connect and gain access to their huge library of apps to connect with Zixflow. 

With an AI Agent, you can take advantage of virtual sales agents to enhance your WhatsApp communications with a chatbot to automatically respond to your customers’ queries and keep them engaged even when you are not available.

List of platforms that you can connect with Zixflow to streamline your processes.


Last but not least, we have to consider the cost of implementing and maintaining a CRM platform. After all, the cost of using a CRM has to outweigh its usability. That’s why, here are the pricing details of Attio, Affinity, and Zixflow to help you choose the right one for your business.


Attio allows you to choose from four payment options as follows:

  • Free - for startups and individuals. 
  • Plus - for growing businesses starting at $29/user/month.
  • Pro - for businesses looking to get advanced features costing $59/user/month.
  • Enterprise - for large companies with custom requirements priced at $119/user/month.


Affinity also offers you four pricing plans to pick from as per your needs. These plans start from $2,000/user/year and go up to $2,700/user/year. As for the last Enterprise plan, you have to contact its sales team for more information. 


As I mentioned before, Zixflow is divided into three segments: Marketing, CRM, and One. Each of these segments has its own pricing model as mentioned below:

The Marketing module has four plans:

  • Free - It’s free to get started with the platform and start running outreach campaigns across email and SMS. 
  • Starter - costing $39/month and includes 3 users by default. This plan lets you create workflow automation and kickstart your WhatsApp marketing. 
  • Growth - starting at $74/month and comes with 3 users. It allows you to access more advanced features like WhatsApp Flows and member-based permissions.
  • Enterprise - pierced at $159/month and gives you the truly unlimited experience of Zixflow. 

Similarly, the XCRM module consists of three paid plans starting from $59/month and going up to $249/month. And for One (XCRM + Marketing), the plans start at $79/month and go up to $299/month. 

All of these plans come with 3 users by default, and you can add additional users for extra cost depending on your plan type. In addition to that, you can get started with Zixflow for free to look and feel the platform before committing. 

Attio vs. Affinity vs. Zixflow: Which is the correct one?

Attio, Affinity, and Zixflow all have their strengths. Attio is great at building GTM models by structuring data according to your needs. Affinity is designed for venture capitalists or investment firms to discover leads and manage deal flows. 

Zixflow, on the other hand, is an all-around workplace suite with CRM, marketing, and automation capabilities to let you handle various business operations from a single solution. It is a modern, AI-powered solution built to optimize your sales engagement model and get more deals. 

And most of all, it doesn’t cost you anything to sign up with Zixflow and experience the platform firsthand. So, create a no-cost Zixflow account today and embark on a journey to take your business to greater heights. 

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