Side-by-side comparison · Sales & Customer Support
Apollo.io vs Attio vs Instantly
Everything that matters when choosing between them, in one place: our rating, what each can do, what they cost, and the trade-offs.
Comparing 3 tools, the maximum.
At a glance
Pick it if: Founders, small sales teams and marketers who need to find B2B contacts and email them.
Pick it if: Startups, small teams and founders who want a CRM that keeps itself up to date and bends to how they work.
Pick it if: Founders, agencies and small sales teams who send cold email to find new customers and want it to reach the inbox.
Overview
| Attribute | Apollo.io | Attio | Instantly |
|---|---|---|---|
| In one line | B2B contact database with emails and phone numbers, plus sequences to reach them. | CRM that fills itself in from your email and calendar, with AI agents that research leads. | Sends cold email at scale from many inboxes, warms them up, and finds leads to email. |
| Pricing model | Freemium | Freemium | Paid |
| Starting price | $49/seat/mo | $35/seat/mo | $47/mo |
| Free plan | Yes | Yes | No |
| Works with Claude Code | Yes | Yes | Yes |
Rating breakdown
Our scores out of 5. The higher bar in each row is highlighted.
| Attribute | Apollo.io | Attio | Instantly |
|---|---|---|---|
| Overall rating | 4.0 | 4.1Winner | 3.9 |
| Ease of useHow quickly someone non-technical gets value from it. | 4.5 | 4.0 | 4.0 |
| FeaturesHow completely it covers its own job, and how well the pieces fit together. | 4.5 | 4.5 | 4.5 |
| Output qualityHow good the results are before you fix them. | 3.0 | 4.0 | 3.5 |
| Value for moneyWhat you get for the price, including the free plan. | 4.0 | 4.0 | 4.0 |
| Speed & reliabilityHow fast it is and how often it falls over. | 4.0 | 4.0 | 3.5 |
Feature comparison
A tick means it does this today. A dash means we haven't checked.
| Attribute | Apollo.io | Attio | Instantly |
|---|---|---|---|
| Access & platform | |||
| Free plan | Yes | Yes | No |
| Mobile app | Yes | Yes | – |
| Desktop app | – | – | – |
| Browser extension | Yes | Yes | – |
| API access | Yes | Yes | Yes |
| Teams & business | |||
| Team workspace | Yes | Yes | Yes |
| Enterprise plan or SSO | Yes | Yes | Yes |
| Connects to other apps | Yes | Yes | Yes |
| Open source or self-hosted | No | No | No |
| AI abilities | |||
| Works with your files | – | – | – |
| Understands images | – | – | – |
| Makes images | No | No | No |
| Makes video | No | No | No |
| Writes code | – | No | No |
| Runs agents or automations | Yes | Yes | Yes |
| Learns your brand or style | – | – | No |
| Works in many languages | – | – | – |
| Capabilities score | 8/ 17 | 8/ 17 | 5/ 17 |
Pricing
Plans as listed on each vendor's site when we last checked. Confirm before you buy.
| Attribute | Apollo.io | Attio | Instantly |
|---|---|---|---|
| Plans | Free Free Founders testing outbound. | Free Free Founders and tiny teams getting started. | GrowthOur pick $47/mo, or $37.60/mo billed yearly Founders starting cold email. |
Basic $49/seat/mo billed yearly Individual sellers doing regular outbound. | Plus $35/seat/mo billed yearly, or $44 monthly Small teams that need private lists and more email. | Growth Credits $47/mo, or $37.60/mo billed yearly Anyone who needs leads to email. | |
ProfessionalOur pick $79/seat/mo billed yearly Full-time reps. | ProOur pick $79/seat/mo billed yearly, or $99 monthly Sales teams that call, sequence and report. | Starter bundle $94/mo, or $85/mo billed yearly Small teams who want sending, leads and AI together. | |
Organization $119/seat/mo billed yearly (min 3 seats) Sales teams wanting advanced controls. | Enterprise Custom, billed yearly Larger companies with security and admin needs. | Hypergrowth $107/mo, or $85.58/mo billed yearly Teams sending at real volume. | |
Scale bundle $194/mo, or $175/mo billed yearly Teams that want AI to handle replies too. | |||
Light Speed $358/mo, or $286.30/mo billed yearly Agencies sending for many clients. | |||
| Which plan to pick | Start on Free to check the data covers your market. Basic suits one person prospecting; Professional is worth it if you also call prospects or want AI scoring. Monthly billing costs noticeably more than the yearly prices shown. | Start free: it's good enough for a founder or a team of three to run their contacts and deals. Plus suits a small team that just needs more room. Go Pro once you want call recording, sequences or proper reporting, and use the 14-day Pro trial to check it's worth it. | If you already have a lead list, Growth is all you need to start. If you need leads too, compare Growth plus Growth Credits with the Starter bundle, which adds the AI Sales Agent for about the same money. Agencies sending for clients usually end up on Hypergrowth or Light Speed. |
Key features
| Attribute | Apollo.io | Attio | Instantly |
|---|---|---|---|
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Pros and cons
| Attribute | Apollo.io | Attio | Instantly |
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Who each one is for
| Attribute | Apollo.io | Attio | Instantly |
|---|---|---|---|
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Questions people ask
Which is better, Apollo.io, Attio or Instantly?
Attio scores highest overall in our ratings (Apollo.io 4.0/5, Attio 4.1/5 and Instantly 3.9/5). Apollo.io is best for finding business emails and phone numbers and Building B2B lead lists. Attio is best for A CRM that fills itself in from email and calendar and startups tracking customers, investors and partners in one place. Instantly is best for sending cold email campaigns at volume and keeping cold email out of spam with warmup.
Which is cheaper, Apollo.io, Attio or Instantly?
Apollo.io: There's a free plan, and paid plans start at $49/seat/mo. Attio: There's a free plan, and paid plans start at $35/seat/mo. Instantly: There's no free plan. Paid plans start at $47/mo.
Which is easier to use, Apollo.io, Attio or Instantly?
Apollo.io rates highest for ease of use in our scores. Founders, small sales teams and marketers who need to find B2B contacts and email them.
How we compare
Ratings are our own, from using each tool, across ease of use, features, output quality, value for money, speed & reliability.
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