Attio rebuilds the CRM around a flexible data model: companies, people, deals and any custom object you define, kept fresh automatically from your email and calendar activity. Views feel like a fast spreadsheet, and workflows and reporting have matured it from pretty contact book into a working system of record.
It suits startups that want CRM structure without Salesforce ceremony or HubSpot pricing tiers. Deep marketing automation and enterprise ecosystems still favor the incumbents.