10 Best Attio Automation Alternatives in 2024

Thijs van As
Thijs van As
Founding Head of Product
Attio alternatives banner image

Attio is an excellent & modern CRM tool with automation features designed for Go-to-Market (GTM) workflows.

However, if you're seeking a more budget-friendly alternative with advanced automation features across other business apps, it's wise to explore Attio alternatives.

To help you make an informed decision, we've identified some top Attio alternatives, including Relay.app, Bardeen, Albato, Nekton.ai, Cyclr, Pipedream, Outfunnel, SureTriggers, Workato and Tray.io.

In this article, I broke down each tool’s features, pricing, integrations, and drawbacks so you can choose the best option that suits your team’s needs.

But first, why should you even care?...

Why Do You Need Attio Automation Alternative in the First Place?

When talking to Attio customers, three reasons come up for why you might consider an Attio automation alternative.

Reason 1: Limited Integration Capabilities

Attio automation only natively integrates with less than ten apps.

So, unless your actions and triggers are within Attio features and the limited apps, you must invest significant time crafting and debugging custom webhook code.

This makes using Attio automation challenging.

Attio integrations

Reason 2: Expensive Credit-based Pricing System

The platform’s automation feature is available across all plans, which is a big plus!

However, executing workflows incurs additional costs of $17 for 1000 credits. This can quickly become expensive if you’re running a large volume of tasks.

See what they did there? Sneaky.

Attio review


Reason 3: Doesn't Allow Semi-Automated Workflows

In some instances, nothing beats a human touch. Whether it's approving or making a crucial decision, certain workflows require human input (aka human-in-the-loop).

Attio automation cannot add manual tasks to workflows.

This means the tool cannot handle complex workflows that require intricate decision-making or human creativity.

What are the Best Alternatives to Attio Automation

The best alternatives to Attio are:

  • Relay.app — collaborative workflow automation platform
  • Bardeen — website automation
  • Albato — no code automation tool
  • Nekton.ai — AI Powered workflow builder
  • Cyclr — low code iPAAS workflow automation tool
  • Pipedream — code and low code API automation tool
  • Outfunnel — data syncing and workflow automation for sales and marketing tools.
  • SureTriggers — automation for WordPress plugins and web apps
  • Workato — no-code workflow management to automate complex, manual workloads
  • Tray.io — flexible, low-code automation tool

1. Relay.app

Relay.app web page

Relay.app is a good alternative to Attio automation for teams seeking extensive integrations and affordable pricing.

It differentiates itself from other platforms with unique features like human-in-the-loop, AI assistant, and collaborative workflow.

Let's explore each in detail:

Feature 1: Human in the Loop

While some workflows benefit from end-to-end automation, others need human input.

Fully automated workflow: Create CRM tasks once forms are submitted on your website.

Human-enabled workflow: Have a manager approve an automatically-created proposal before it’s sent to a prospect.

Incorporating human judgment and creativity into automated workflows can improve productivity while also guaranteeing that team members vette, authorize, and customize automations.

Recognizing this need, Relay.app developed Human-in-the-Loop.

Human in the loop feature in relay.app

This feature is especially useful in scenarios like:

  • Approvals: In expense management workflows, managers must review and approve employee expense reports before reimbursement. Once approved, QuickBooks automatically creates a reimbursement invoice.
  • Manual Data Inputs: During the sales lead handover process, the Sales Development Representative (SDR) is tasked with providing a summary of lead information. This summary is then automatically shared with the appropriate Account Executives (AEs) for follow-up.
  • Human Decisions: When a customer requests a return, a support team member reviews the request to determine if it meets the return policy criteria. Based on the decision, the customer is either provided with a return label or directed to contact customer support for further assistance.
  • Blocking Manual Tasks: In a content creation workflow, after a writer submits an article draft, an editor manually reviews the content for accuracy, style, and adherence to guidelines. Once approved, the article is scheduled for publication.

Give it a try below 👇

Why is Human in the Loop Important?

Some believe that involving humans slows down processes, defeating the purpose of automation.

However, when properly implemented, humans add value in the following ways:

1. Spotting errors or anomalies that automated systems might miss.

For instance, modifying invoices if workflows add an item by mistake.

2. Ensuring that automated processes adhere to ethical standards and societal norms.

For instance, correcting biases in AI-written marketing copy.

3. Adjusting automated systems to handle unforeseen circumstances or changes in context.

For example, skipping automated emails if a client requests an urgent meeting.

4. Providing nuanced judgment and decision-making when rules-based automation falls short.

For example, adding discounts if clients give testimonials.

5. Personalizing messages and offerings to align with user needs and preferences.

For example, writing a personalized subject line before automated onboarding emails are sent to an enterprise client.

To optimize the human-in-the-loop process, Relay.app sends notifications prompting the right people to provide input and lets them take actions directly from Slack or email.

💡Note: tasks can be assigned automatically through “Roles.” View feature #3 below.

Slack notification Relay.app

Feature 2: 1 Click AI Assistant

Relay.app's AI assistant eliminates the need for manual data entry or using prompts.

You can incorporate purpose-built AI use cases into workflows with just one click.

For instance, you can extract or summarize data from internal systems and autofill relevant fields.

Summarize with AI in Relay.app

The OpenAI assistant can leverage your email’s context to personalize messages.

Let’s say you want to automate onboarding emails. AI can look for customer information in your CRM to suggest relevant use cases for your product.

Feature 3: Collaborative Workflow

Siloed workflows can lead to poor team communication, bad customer experiences, duplicated processes, and missed opportunities.

Relay.app makes it easy to add and collaborate with team members on workflow creation and completion.

The best part?

The app can fetch roles from internal tools like your CRM and ticketing platform and assign tasks via dynamic role assignment (as shown in the example below.)

Role-based task assignment in Relay.app

This way, workflows assign the right task to the right team member.


Relay.app integrates with hundreds of business apps—not as many as juggernauts like Zapier—but it has all of the most popular apps. Unlike popular tools, it makes it extremely easy to manage integrations once they are live.

It includes apps such as Hubspot, Airtable, Slack, Asana, Notion and many more.

Most importantly, the apps are easy for non-technical teams to set up and manage.

Relay integrations

Relay.app’s Pricing

To test run Relay.app, sign up for the free forever plan.

Compared to Attio automation, it has a more generous free plan, and a cheaper paid plan.

The plans (billed yearly) include:

  • Free plan: $0 for 200 monthly automations, 2 seats.
  • Starter: $9 per month, 10k monthly automation, 2 seats, unlimited workflows.
  • Team: $59 per month, 25k monthly automations, unlimited seats, unlimited workflow.
  • Enterprise: Custom pricing, unlimited seats, unlimited workflow, custom integrations.
Relay.app pricing

How Does Relay.app Compare to Attio Automation?

How Attio Automations Compares to Relay.app

While Attio automation excels at automating within its own app, Relay.app goes beyond by automating across your tech stack.

With Relay.app’s extensive integration, human-in-the-loop, and collaborative features, you can bid farewell to siloed data and embrace AI-enhanced collective and innovative workflows.

Although Relay.app offers cheaper pricing at scale, if you want to automate sales workflows and Attio is your CRM, Attio Automations is perfect for you!

Relay.app’s Pros and Cons

✅ Lets you create customized workflows across most business apps

✅ Supports collaboration among team members

✅ Offers transparent and affordable pricing

✅ Easy for non-technical teams

✅ Has simple AI-enabled steps

❌ Has fewer integrations compared to some tools on this list

2. Bardeen

Bardeen is an AI-powered Chrome extension automation tool that allows you to extract data from websites and automatically save it to your preferred app.

Who Is Bardeen For?

It's ideal for users who want to automate websites, not just apps.

Bardeen Features

  • AI-powered workflow builder allows you to create workflows from text descriptions.
  • Web scraper to extract data from websites into apps like Notion.
  • Local data processing that aids privacy.

Bardeen Pricing

Bardeen offers a free forever plan and two premium plans:

  • Professional: $15 per month
  • Business: $20 per month

Pros and Cons

✅ Ability to automate app and website

✅ No code automation tool

✅ Highly praised for its ease of use on review sites.

❌Integrates with only over 100 apps

❌Discrepancy between apps, some labeled as premium

3. Albato

Albato is no code automation tool. It’s intuitive, moderately customizable, and has received lots of positive customer reviews.

Who Is Albato For?

Albato is ideal for marketers, sales, designers, and all no-code teams.

Alberto Features

  • Error notification feature to inform you of failed workflows.
  • Router for creating an unlimited number of rule-based workflows within one workflow.
  • No-code app integrator lets you add and configure new apps in Albato for either private or public use.
  • Stop automation step allows you to set conditions for when the automation should stop and continue.

Albato Pricing

Though Albato is cheaper than Attio automation, it’s more expensive than Relay.app due to its task and automation-based pricing.

Relay's first-tier pricing of $9 offers more feature access and runs compared to Alberto's second-tier pricing of $39.

Also, Albato offers a bare minimum free plan and a five-tier pricing structure which includes:

  • Basic: $13 per month
  • Standard: $39 per month
  • Pro: $91 per month
  • Enterprise: $141 per month
  • Custom: contact Albato

Albato Pros and Cons

✅ Has lots of lesser-known apps

✅ Intuitive no-code interface

✅ Highly commended customer support on review sites

❌ Expensive pricing compared to Relay.app

❌Limited number of app integrations

❌No rule-based path, conditions, drag and drop builder

4. Nekton.ai

Nekton is a ChatGPT powered AI workflow builder. You can create workflows by describing each step in words.

Another cool aspect of Nekton is its AI, which will suggest workflow improvements.

Who Is Nekton.ai For?

Nekton.ai is ideal for users who want to automate simple tasks without mastering a tool.

Nekton.ai Features

  • Forms integration to capture user input and incorporate it into automation.
  • Scheduling feature to start running the automation at a late date.
  • Sharing without the need for the recipient to sign up for the tool.

Nekton.ai Pricing

Nekton is affordable but lacks features to justify its cost against Attio Automations or apps like Relay.app.

It offers a free forever plan with 300 flows per month and two paid plans which include:

  • Starter: $9 per month for 1000 flows
  • Pro: $18 per month for 5000 flows

Nekton.ai Pros and Cons

✅ Intuitive and simple platform

✅ Earn a commission when people use your workflow template often or upgrade to a paid account through it

❌ No G2 and Capterra review or any testimonial on their website

❌ Not suitable for complex tasks

❌ Can’t process large data volumes

5. Cyclr

Cyclr is a low-code embedded iPaaS (Integration Platform as a Service) platform that allows SaaS vendors to easily integrate their apps with other systems and services without extensive development effort.

Who Is Cyclr For?

Cyclr is ideal for SaaS vendors looking to integrate their platforms with other tools.

Cyclr Features

  • Visual workflow builder with a drag-and-drop interface.
  • Custom connectors and APIs to build your custom integrations.
  • Looping, branching, and data mapping to create customized workflows.
  • Monitoring and logging capabilities to track integration performance.
  • A white-labeling option allows users to brand the integration platform as their own.

Cyclr Pricing

Cyclr doesn’t have a free plan, only a two-week free trial.

Its paid plans include:

  • Growth - $2,500
  • Scale - $5695
  • Self-hosted enterprise - custom
  • Managed hosted enterprise - custom

Cyclr Pros and Cons

✅ Extensive documentation

✅ Can be a good compromise between technical and non-technical users

❌ Best for SaaS businesses

❌ High-end pricing

6. Pipedream

Pipedream is an integration and automation platform that automates processes by connecting APIs with code and no-code solutions.

Who is PipeDream For?

PipeDream was built for developers and programmers who need to connect, debug, and analyze APIs, but it can also be used for general-purpose integration between multiple platforms.

PipeDream Features

  • Single-click OAuth and key-based authentication for supported APIs.
  • Supports 2000+ apps natively.
  • You can write your own code for custom and complex integrations using Node.js.
  • Allows you to use JavaScript and Python packages.

PipeDream Pricing

PipeDream has a free plan with up to 300 credits per month and offers three paid plans for users with higher requirements.

Billed annually, the paid plans are priced as follows:

  • Basic: $29 per month
  • Advanced: $99 per month
  • Business: $199 per month

PipeDream Pros and Cons

✅ Cheaper alternative to Zapier for developers

✅ No-code integration for non-technical users

✅ Active community and responsive support team

❌ The product has a steep learning curve

❌ The interface can be challenging to navigate

7. Outfunnel

Outfunnel is an integrated workflow platform that can be used to connect sales and marketing tools for data connection and better lead scoring.

Who Is Outfunnel For?

Outfunnel was designed specifically for sales and marketing teams that need an affordable and intuitive solution for data syncing and workflow automation.

Outfunnel Features

  • Contact syncing between sales and marketing apps.
  • Website tracking with engagement history and CRM integration.
  • Lead segmentation and scoring with the ability to initiate workflows based on lead scores.
  • Integrations with multiple marketing and sales tools, such as Pipedrive CRM. Hubspot, Salesforce, Copper, Zoho CRM, and Wix.

Outfunnel Pricing

Outfunnel doesn’t have a free plan, but they offer a 14-day free trial for paid plans.

The paid plans are priced as follows, with discounts for yearly billing:

  • Basic: $29 per month
  • Professional: $99 per month
  • Scale: Available on request

Outfunnel Pros and Cons

✅ Intuitive setup and onboarding

✅ Helpful integrations

✅ The community is active and the support team is quite responsive

❌ It has fewer features than alternatives

❌ Requires connection to Pipedrive

8. SureTriggers

SureTriggers is an automation solution that lets you connect and automate workflows across different websites, and applications.

It specializes in WordPress automations.

Who Is SureTriggers For?

SureTriggers is built for business users who want to streamline tedious processes and integrate their applications.

SureTriggers Features

  • A drag-and-drop visual automation builder that shows all the tasks the automation will perform.
  • Integration with web apps, services, and WordPress plugins.
  • Allows you to connect multiple WordPress websites.
  • Advanced workflow functionality such as delay, conditional logic, and filters.

SureTriggers Pricing

SureTriggers offers a free version with up to 1000 tasks per month. The paid plans offer more tasks per month and are billed annually.

They include:

  • Pro: $9/month, for 5000 tasks per month and 5 WordPress websites
  • Business: $19/month for 10000 monthly tasks and unlimited WordPress websites.

SureTriggers Pros and Cons

✅ Intuitive interface

✅ Less expensive than other automation tools like WP Fusion and Zapier

✅ All integrations are available on all plans

❌ The product is still in active development and bugs may creep in from time to time

❌ Currently has fewer integrations than other alternatives

9. Tray.io

Tray.io is a scalable, collaborative “AI-powered Integration Platform as a Service (iPaas)” for automating business processes and connecting apps across different ecosystems.

Who Is Tray.io For?

Tray.io targets enterprise users and business teams needing a flexible, low-code automation tool.

Tray.io Features

  • Enterprise Core – A bundle of features that enables automation at scale.
  • Merlin AI – A tool that creates business processes from large learning model (LLM) outputs.
  • Low-code workflow builder for creating automations quickly and easily.
  • Connector Developer Kit for building integrations rapidly.

Tray.io Pricing

Tray.io offers four paid plans for businesses. However, pricing for the plans isn’t publicly available and you will need to schedule a call with their sales team.

  • Pro, with 250k starter task credit and 3 workspaces.
  • Team, with 500k starter task credit and 200 workspaces.
  • Enterprise, with 750k starter task credit and all add-ons included.

Tray.io Pros and Cons

✅ The support team is quick to respond and usually quite helpful

✅ The automation tool is intuitive and easy to use

✅ All integrations are available to all plans

❌ Paid plans are expensive

❌ Documentation and tutorials are not so comprehensive

10. Workato

Workato is an enterprise-grade automation platform build for IT teams who want to run complex automated workflows at scale.

Who Is Workato For?

Workato is best for medium-to-large organizations that need to automate complex, manual workflows.

Workato Features

  • The integration library includes over 1000 apps.
  • No-code workflow management.
  • Centralized API management platform.
  • It includes features such as data cleansing and enrichment, event lead capture, multi-touch attribution, lead management and routing, and more.
  • Workato for Slack minimizes context switching and allows you to manage all your automations from Slack.

Workato Pricing

Workato uses a pay-as-you-go pricing model and offers different prices for users who want to Workato into their business and those who wish to embed it into a product.

Pricing is not transparent. Contact sales to get a quote.

Workato Pros and Cons

✅ Great customer support.

✅ Perfect for IT teams in large businesses.

✅ Wide range of integrations.

❌ Steep learning curve for non-technical users.

❌ Workato is aimed at Enterprise users, and its pricing reflects that.

Next Steps: Create Collaborative Workflows with Relay.app

Consider these ten great alternatives if you’re looking for a workflow tool with better features and benefits than Attio automation.

Take advantage of their free plans and trials to have a first-hand experience. This way you’ll find the ideal one for you.

However, to save time, opt for the modern, collaborative alternative—Relay.app.

Here are the benefits you can expect:

  • Extensive library of integrations
  • Affordable pricing
  • Human in the loop for adding human judgment to your workflow
  • AI assistant to extract and summarize data
  • Collaborative workflow for innovative teamwork

Ready to get started with Relay.app? Sign up here for free.

What will you automate?

Sign up and get started with your first Relay.app playbook today.
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