Side-by-side comparison · Sales & Customer Support
Apollo.io vs Attio vs Retell AI
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: Service businesses and agencies that want an AI receptionist or phone agent without hiring developers.
Overview
| Attribute | Apollo.io | Attio | Retell AI |
|---|---|---|---|
| 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. | AI phone agents that answer calls, book appointments and make outbound calls. |
| Pricing model | Freemium | Freemium | Paid |
| Starting price | $49/seat/mo | $35/seat/mo | About $0.07–$0.31/min |
| 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 | Retell AI |
|---|---|---|---|
| Overall rating | 4.0 | 4.1 | 4.1 |
| Ease of useHow quickly someone non-technical gets value from it. | 4.5 | 4.0 | 3.5 |
| 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 | 4.5 |
| 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 | 4.0 |
Feature comparison
A tick means it does this today. A dash means we haven't checked.
| Attribute | Apollo.io | Attio | Retell AI |
|---|---|---|---|
| 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 | – | – | Yes |
| Understands images | – | – | – |
| Makes images | No | No | No |
| Makes video | No | No | No |
| Writes code | – | No | – |
| Runs agents or automations | Yes | Yes | Yes |
| Learns your brand or style | – | – | – |
| Works in many languages | – | – | Yes |
| Capabilities score | 8/ 17 | 8/ 17 | 7/ 17 |
Pricing
Plans as listed on each vendor's site when we last checked. Confirm before you buy.
| Attribute | Apollo.io | Attio | Retell AI |
|---|---|---|---|
| Plans | Free Free Founders testing outbound. | Free Free Founders and tiny teams getting started. | Pay as you goOur pick About $0.07–$0.31/min Most small businesses and agencies. |
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. | Enterprise Custom High call volumes and compliance needs. | |
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. | ||
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. | ||
| 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. | Start on pay as you go with the free credits, build one agent for your most common call and test it on your own phone. Talk to sales only once you run thousands of minutes a month. |
Key features
| Attribute | Apollo.io | Attio | Retell AI |
|---|---|---|---|
| Standout features |
|
|
|
Pros and cons
| Attribute | Apollo.io | Attio | Retell AI |
|---|---|---|---|
| Pros |
|
|
|
| Cons |
|
|
|
Who each one is for
| Attribute | Apollo.io | Attio | Retell AI |
|---|---|---|---|
| Best for |
|
|
|
| You'll find it used by |
|
|
|
Questions people ask
Which is better, Apollo.io, Attio or Retell AI?
They tie on our overall rating (Apollo.io 4.0/5, Attio 4.1/5 and Retell AI 4.1/5). 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. Retell AI is best for AI receptionist for a small business and booking appointments by phone.
Which is cheaper, Apollo.io, Attio or Retell AI?
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. Retell AI: There's no free plan. Paid plans start at About $0.07–$0.31/min.
Which is easier to use, Apollo.io, Attio or Retell AI?
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.
Swap in another tool
More tools from Sales & Customer Support in the library.
