Attio vs Cloze (2026)

TL;DR

• Pick Attio if you're a fast-growing or sales-led team that wants a customizable, AI-native CRM with a real data model, automations, and a serious platform roadmap.
• Pick Cloze if you're a real estate agent or relationship-driven professional who wants automatic activity logging and daily AI follow-up nudges, and you value cadence over pipeline structure.

Pricing

Attio has a free plan (up to 3 seats, 50,000 records) plus paid tiers at $35/user/mo (Plus, up to 10 seats, 250,000 records) and $79 (Pro, 1M records) on annual billing, $44 and $99 billed monthly, with Enterprise on quote. Cloze starts at $17/mo per user with a 14-day trial and no permanent free tier, and its enterprise pricing escalates sharply (reported $500+/mo minimums). Cloze's entry price is lower, but Attio's free plan and transparent per-seat tiers make it easier to evaluate and scale.

Data model and customization

Attio's defining strength is its customizable data model — every object is a configurable database, and you can define your own fields, views, and filters, with AI auto-building and enriching contacts and companies from email and calendar. Cloze is far more opinionated: it's organized around a self-updating relationship timeline rather than custom objects, and its recent development centers on real estate workflows. If you need to model anything beyond contacts and deals, Attio; if you want a fixed relationship-tracking structure, Cloze.

Automatic capture and AI

Both auto-log activity, but with different goals. Cloze pulls emails, calls, texts, and meetings into per-contact timelines and its MAIA assistant surfaces a daily agenda of who's going cold — relationship-cadence intelligence. Attio's AI builds and enriches your CRM data and powers automations and AI fields across a broader sales workflow. Cloze is sharper at "don't let relationships lapse"; Attio is broader at "run and automate a CRM."

Real estate focus

This is a major divergence. Cloze has substantially pivoted to real estate — MLS integration, property tracking, transaction-lifecycle workflows, and a deployment to eXp Realty's 81,000 agents — and non-real-estate users are now secondary. Attio is industry-agnostic and especially strong in tech, startups, and venture. For a real estate team, Cloze's depth is a real advantage; for almost anyone else, Cloze's roadmap is moving away from you.

Reliability and reporting

Cloze has a documented, recurring auto-merge contacts issue across review sites — bad merges can cause real data loss, so test it before importing your network. Attio's caveats are milder: deep customization takes trial and error, and forecasting/sales analytics are still maturing. Attio also ships iOS and Android apps and a developer-friendly API; Cloze offers engagement-based pipeline scoring but a narrower platform.

Who should pick what

• Real estate agents and brokerages → Cloze. MLS depth and follow-up automation fit.
• Fast-growing tech, startups, VCs, ops-led teams → Attio.
• Anyone needing custom objects beyond contacts/deals → Attio (Pro plan, $79/user/mo).
• Solo relationship managers who just want follow-up nudges → Cloze (test the merge behavior first).

Bottom line

Cloze has chosen its lane — real estate relationship management with strong auto-logging and AI cadence nudges — and serves it well, with the caveat of its merge-reliability reputation. Attio is the broader, more ambitious platform: customizable, AI-native, and built to scale with a growing company in any industry. If you sell houses, look hard at Cloze. If you're building a company and want a CRM that adapts to you, Attio is the safer long-term bet.