Attio vs NetHunt CRM (2026)

TL;DR

• Pick Attio if you want a company-wide CRM with a flexible object model, AI-enriched records, and a modern UI — and you don't want to be locked to a single email client.
• Pick NetHunt if your sales team runs on Gmail all day and the biggest win you can imagine is never leaving the inbox to update the CRM.

Where the CRM lives

This is the real divide. NetHunt is a CRM that lives inside Gmail. Contact records, deal pipelines, and workflow automations render directly in the Google Workspace sidebar, so a rep reading an email can update a deal without opening a second tab. For a team that already spends its entire day in Gmail, that eliminates the single most common reason CRM data goes stale: the tax of switching apps to log it.

Attio is a standalone platform you open in its own window. It syncs deeply with Gmail (and Outlook), auto-building contacts and companies from your email and calendar history, but it isn't rendered inside your inbox. The upside is that Attio isn't tethered to any one email client or to a sales-only use case — it becomes the system of record for the whole company, not just the inbox workflow of the sales team.

If your entire motion is Gmail-based outbound sales, NetHunt's embedded approach genuinely reduces friction. If you want a CRM that outlives your choice of email provider and serves teams beyond sales, Attio is the more durable bet.

Pricing

Attio has a real free plan (up to 3 seats and 50,000 records), then paid tiers at $35–$79/user/month on annual billing, with Enterprise on quote. NetHunt has no free plan — just a 14-day trial — and starts at $30/user/month billed annually, climbing across four tiers to $84/user/month, with features like LinkedIn integration gated to higher plans. For a small team wanting to start free, Attio is the cheaper on-ramp. At the top of NetHunt's range you pay $84 per seat, $5 more than Attio Pro, for a narrower, inbox-bound tool.

Data model and customization

Attio's signature strength is its object-based, spreadsheet-like schema: custom objects, editable attributes, filtered views, and AI fields that auto-research and enrich records. You can model recruiting pipelines, investor relationships, or partnerships as naturally as sales deals. NetHunt is customizable within limits — custom fields, folders, and pipeline stages — but it's designed around Gmail-centric contact and deal management. For anything that isn't a fairly conventional sales pipeline, Attio adapts where NetHunt asks you to bend.

Omnichannel vs AI-native

NetHunt's differentiator beyond Gmail is omnichannel capture: WhatsApp, Instagram, and LinkedIn messages funnel into the same record as email, which is genuinely useful for social-heavy outbound teams. Attio's differentiator is being AI-native — automatic enrichment, AI-generated fields, and automations that run off its object model. They're optimizing for different things: NetHunt consolidates messaging channels; Attio consolidates and enriches structured data. Pick based on whether your bottleneck is scattered conversations or scattered, low-quality records.

Who should pick what

• Gmail-only B2B sales team doing outbound email → NetHunt.
• Startup, VC, or agency wanting one CRM for the whole company → Attio.
• Team on Outlook / Microsoft 365 → Attio (NetHunt loses its edge).
• Recruiting, fundraising, or any non-standard data model → Attio.
• Social-selling team living in WhatsApp and Instagram DMs → NetHunt.
• Ops-led team that wants AI enrichment and custom objects → Attio.