How to Migrate from HubSpot to Attio
Attio's data model is more flexible than HubSpot's, so the records land easily. The work is on the other side — deciding what replaces marketing email, tickets and sequences, none of which Attio does.
- Difficulty
- Moderate
- Typical duration
- 1–2 weeks
- Downtime
- None — HubSpot stays live during import
- Native importer
- Partial — Attio CSV import with mapping, plus the Attio API
| HubSpot CRM | maps to | Attio | What to watch |
|---|---|---|---|
| Company | Company | Attio enriches companies automatically from the domain, so a clean domain column matters more than the rest of the firmographic fields you exported. | |
| Contact | Person | Attio keys people on email and enriches from it. Contacts without an email address are far less useful in Attio than they were in HubSpot. | |
| Deal | Deal (or a List) | Two valid designs. The Deals object suits a conventional sales pipeline; an Attio List with entry attributes suits anything with per-stage data that is not really a deal. | |
| Ticket | — (no equivalent) | Attio is not a support tool. Service Hub tickets need a separate helpdesk or an archive. | |
| Custom property | Attribute | Attio attribute types are richer — record references, multi-select, currency, status — so some HubSpot text properties can be upgraded during the move. | |
| Custom object | Custom object | Easier here than in most destinations. Attio custom objects are available without an Enterprise tier. | |
| Active list | List or saved view | Attio Lists are richer than HubSpot lists — they carry their own attributes per entry — so some active lists are better modelled as a List than a view. | |
| Note / Task / Meeting | Note / Task / Calendar event | Import after the parent record. Email and calendar sync rebuilds ongoing history automatically once connected. |
What transfers cleanly
- Companies, People and Deals with custom properties, mapped onto Attio attributes.
- Deal values, stages and close dates, once your Attio pipeline stages exist.
- Notes and tasks, imported after their parent records.
- Owner assignment, where HubSpot users have Attio seats with matching emails.
- Ongoing email and calendar history, rebuilt automatically once each user connects their mailbox.
What doesn't come across
- Marketing email, forms and landing pages. Attio does not do these. A separate marketing tool is required, not optional.
- Tickets and Service Hub. No Attio equivalent — budget for a helpdesk.
- HubSpot Workflows. Rebuild as Attio automations, which are capable but structured differently.
- Sequences. Attio has sequencing capabilities that differ from HubSpot's; content and enrolment state do not transfer.
- Attribution reporting. HubSpot's multi-touch attribution has no counterpart.
- Historical email engagement metrics. Opens and clicks stay in HubSpot; Attio's history starts from mailbox connection.
Migration order that works
- List every HubSpot hub in active use and name the replacement for each — this is the real decision in the project.
- Export marketing assets you want to keep (email bodies, form definitions, workflow logic) before cancelling.
- Design the Attio workspace: objects, attributes and whether deals live on the Deals object or in a List.
- Clean the company domain and contact email columns in HubSpot — these drive Attio's automatic enrichment.
- Import Companies first, then People with their company reference, then Deals.
- Connect every user's email and calendar so relationship history starts building immediately.
- Rebuild automations, then keep a free HubSpot seat for a month as a reference for anything you missed.
Attio and HubSpot are aimed at different things. HubSpot is a suite that happens to contain a CRM; Attio is a CRM that assumes you will bring your own everything else. Teams making this move are usually trading breadth for a data model that actually fits how they work.
The gaps are the project
The record migration is genuinely quick. What takes time is replacing the parts of HubSpot that Attio deliberately does not build.
Marketing email, forms, landing pages, tickets, attribution. Attio has none of these. That is not a limitation to work around — it is the product's position. But it means the migration plan is really a procurement plan, and it needs to be done before you cancel rather than after.
Write the list. Name the replacement for each. Any blank row is a scope item.
Let Attio enrich rather than importing everything
HubSpot exports carry a lot of firmographic data — industry, employee count, revenue band, location — much of it originally populated by HubSpot's own enrichment. Attio enriches companies automatically from the domain, so importing all of that is largely redundant and occasionally harmful, because a stale 2022 employee count will override a fresh lookup.
Prioritise differently. Import the fields that encode your own judgement: account tier, relationship owner, strategic notes, the reason you care about this company. Let Attio look up the rest.
This makes the domain column the single most important field in the export. Clean it first.
Deals or Lists — decide deliberately
Attio gives you two reasonable homes for a HubSpot pipeline, and the choice is not obvious.
The Deals object is right for conventional revenue pipelines. Amounts, stages, close dates, forecasting.
An Attio List is right when the "pipeline" is really a process that happens to have stages — partnership development, recruiting, fundraising, customer onboarding. List entries carry their own attributes, separate from the underlying company or person record, which models these far better than forcing them into a deal.
Many teams migrating from HubSpot discover they had three deal pipelines and only one of them was actually about revenue.
Connect mailboxes on day one
Attio builds relationship history from email and calendar sync, and it does this well. Historical engagement metrics from HubSpot do not transfer, but the underlying emails do — from the mailbox, not from HubSpot. Connect every user before cutover and the timeline populates itself.