Attio vs Zoho CRM: which CRM should you choose in 2026?

Attio is a design-it-yourself AI-native CRM; Zoho CRM is a low-cost CRM with quotes from $23. Prices, call recording, AI and messaging compared.

Published 6 October 2026. Prices and features from each vendor's own pages.

The short answer

AttioPaid from $35/seat

Choose it if you want to shape objects, attributes and workflows yourself.

Zoho CRMPaid from $14/seat

Choose it if you want the lowest price, or a free plan for three users.

PromptLabPaid from $11.99/seat

Choose it if you sell products, and deals run on quotes, price lists, samples and orders.

Our pick for product teams

Attio and Zoho CRM both offer a free way in, then part ways. Attio is one of the best-designed of the new AI-native CRMs, with a data model you define yourself. Zoho CRM is the value pick among the big generalists, the CRM inside a suite of more than 50 Zoho apps.

Below, the two are compared on price, setup, quotes, calls and AI, and messaging. Every figure comes from the vendors' own pricing and product pages; prices are per user a month, billed annually, unless we say otherwise.

Attio vs Zoho CRM at a glance

With PromptLab in the third column, so you can see where it fits.

Attio vs Zoho CRM, with PromptLab: prices and features
Checked on 30 September 2026	Attio	Zoho CRM	PromptLab
Pricing
Paid plans, a month	$35 – $79per seat	$14 – $52per seat	$11.99 – $99per seat
Number of plans	4	4	3
Free trial
Billing	Billed annually; free plan for 3 seats	Billed annually	Billed monthly
Import from CSV and Excel
Sales management
Deal pipelines
Quotes		From$23/month
Sales orders		From$23/month
Sample tracking
Price lists		From$23/month
Meetings and calls
Meeting recording and transcripts	From$79/month	Via marketplace
AI meeting summaries	From$79/month
AI follow-up email drafts	From$79/month	From$23/month
Meeting scheduler and call dialer		Via marketplace	From$23.99/month
AI and automation
CRM fields filled in from calls	From$79/month	From$40/month
Connect Claude or ChatGPT (MCP)
Workflow automation
API and webhooks			From$23.99/month
Conversations
Gmail and Outlook email sync
WhatsApp conversations
Telegram conversations
Save LinkedIn profiles	Via marketplace	From$23/month
Privacy and security
Single sign-on (SSO)	Enterprise plan	From$40/month	From$99/month

Pricing: $35 to $79 against $14 to $52

Attio has a free plan for up to three seats, and its paid plans run from $35 to $79 a seat a month. Zoho CRM is free for up to three users, and its four paid plans run from $14 to $52. Both offer a free trial.

Zoho CRM is cheaper once you pay. Its paid plans start at less than half of Attio's $35 and top out below Attio's $79.

A model you design against a suite you adopt

Attio asks you to define every object, attribute and workflow, and designing your own CRM is its appeal. It brings AI agents and its own MCP server.

Zoho CRM is more conventional, with its modules ready to use and a family of apps next door, from Books to Desk. The trade is freedom against breadth and a lower price.

Quotes, orders and price books

Attio offers no quotes, sales orders, sample tracking or price lists, so a team selling products designs those objects itself.

Zoho CRM adds quotes, sales orders and price books from $23 a user. It has no sample tracking, but it is far closer to a product sale than Attio is.

Call recording and AI

Attio's Call Intelligence records, transcribes and summarises calls, but only from the Pro plan at $79. Follow-up drafts and CRM autofill sit on that plan too.

Zoho CRM records calls through marketplace apps and has no AI meeting summaries. It drafts follow-ups from $23 and fills fields from calls from $40. Both support MCP on every plan.

Messaging, LinkedIn and sign-in

WhatsApp works inside Zoho CRM and isn't supported by Attio. Neither supports Telegram, and neither has a built-in dialer: Zoho's comes through the marketplace.

LinkedIn saving needs a marketplace app on Attio and starts at $23 on Zoho. Single sign-on is on Attio's Enterprise plan and starts at $40 on Zoho.

We make PromptLab, so here is why product teams pick it over both.

Why PromptLab is the better choice for teams that sell products

PromptLab is a CRM for B2B teams that sell products. On their entry plans, neither Attio nor Zoho CRM includes quotes, sales orders, sample tracking, price lists, meeting recording and AI meeting summaries. PromptLab has all of them on every plan, from $11.99 a user a month.

Sales objects ready-made, not built from scratch
We ship all four on the account and the deal from the Basic plan. Set up your customer price lists and create the first quote in the same week you sign up.
Attio vs PromptLab, in full
Samples, quotes and orders on the first plan
On our $11.99 Basic plan, quotes, sales orders, price lists and sample tracking all sit on the account and the deal. Before quoting, a rep can see which samples went out.
Zoho CRM vs PromptLab, in full
Call recording from $11.99, not $79
We record calls on our $11.99 Basic plan, in over 100 languages. After the call you get a summary and a follow-up draft; before the next one, a brief on the account.
Attio vs PromptLab, in full

Try PromptLab free14-day free trial on Basic and Professional.

Which should you choose?

Choose Attio if…

You want to shape objects, attributes and workflows yourself.
You value a polished interface with AI agents and MCP built in.
You want native call recording and can pay $79 a seat for it.

Choose Zoho CRM if…

You want the lowest price, or a free plan for three users.
Quotes, sales orders and price books from $23 matter.
You'd rather adopt a ready CRM than design one.

Choose PromptLab if…

You sell products, and deals run on quotes, price lists, samples and orders.
You want every meeting recorded, summarised and written into the CRM on every plan.
Buyers answer on WhatsApp or Telegram as well as email.

Frequently asked questions

Is Zoho CRM cheaper than Attio?

Yes, once you pay. Zoho CRM's paid plans run from $14 to $52 a user a month, billed annually, against Attio's $35 to $79. Both have a free plan for up to three people.

Does Attio have quotes like Zoho CRM?

No. Attio offers no quotes, sales orders or price lists out of the box. Zoho CRM adds quotes, sales orders and price books from $23.

Does Zoho CRM record calls like Attio?

Only through marketplace telephony apps, and it has no AI meeting summaries. Attio's Call Intelligence records and summarises calls, but only from the Pro plan at $79.

Do Attio and Zoho CRM have an MCP server?

Yes, both support MCP, so you can connect Claude or ChatGPT to the CRM.

Is there an alternative to Attio and Zoho CRM for teams that sell products?

PromptLab. It is a CRM for B2B teams that sell products, with quotes, price lists, sales orders and sample tracking, recorded and summarised meetings, and email, WhatsApp and Telegram in one inbox, on every plan from $11.99 a user a month with a 14-day free trial.