Side-by-side comparison · Sales & Customer Support
Attio vs Close vs ZoomInfo
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: Startups, small teams and founders who want a CRM that keeps itself up to date and bends to how they work.
Pick it if: Small sales teams and solo sellers who call and email a lot of leads and want it all in one tool.
Pick it if: Mid-size and large B2B sales and marketing teams with a budget for premium contact data.
Overview
| Attribute | Attio | Close | ZoomInfo |
|---|---|---|---|
| In one line | CRM that fills itself in from your email and calendar, with AI agents that research leads. | Sales CRM with calling, texting and email built in, plus an AI agent that calls leads. | Huge B2B contact database with an AI Copilot that tells your sales reps who to call next. |
| Pricing model | Freemium | Paid | Paid |
| Starting price | $35/seat/mo | $9/user/mo | See website |
| Free plan | Yes | No | No |
| Works with Claude Code | Yes | Yes | Yes |
Rating breakdown
Our scores out of 5. The higher bar in each row is highlighted.
| Attribute | Attio | Close | ZoomInfo |
|---|---|---|---|
| Overall rating | 4.1 | 4.1 | 3.6 |
| Ease of useHow quickly someone non-technical gets value from it. | 4.0 | 4.0 | 3.0 |
| FeaturesHow completely it covers its own job, and how well the pieces fit together. | 4.5 | 4.5 | 5.0 |
| Output qualityHow good the results are before you fix them. | 4.0 | 4.0 | 4.0 |
| Value for moneyWhat you get for the price, including the free plan. | 4.0 | 4.0 | 2.0 |
| 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 | Attio | Close | ZoomInfo |
|---|---|---|---|
| Access & platform | |||
| Free plan | Yes | No | No |
| Mobile app | Yes | Yes | Yes |
| Desktop app | – | Yes | – |
| Browser extension | Yes | No | Yes |
| API access | Yes | Yes | Yes |
| Teams & business | |||
| Team workspace | Yes | Yes | Yes |
| Enterprise plan or SSO | Yes | No | 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 | No | No |
| Runs agents or automations | Yes | Yes | Yes |
| Learns your brand or style | – | No | – |
| Works in many languages | – | No | – |
| Capabilities score | 8/ 17 | 7/ 17 | 7/ 17 |
Pricing
Plans as listed on each vendor's site when we last checked. Confirm before you buy.
| Attribute | Attio | Close | ZoomInfo |
|---|---|---|---|
| Plans | Free Free Founders and tiny teams getting started. | Solo $9/user/mo billed yearly, or $19 monthly One person selling on their own. | Professional Custom quote, yearly contract Sales teams that mainly need contact data. |
Plus $35/seat/mo billed yearly, or $44 monthly Small teams that need private lists and more email. | Essentials $35/user/mo billed yearly, or $49 monthly Small teams sharing leads. | Copilot AdvancedOur pick Custom quote, yearly contract Teams that want AI to tell them who to call. | |
ProOur pick $79/seat/mo billed yearly, or $99 monthly Sales teams that call, sequence and report. | GrowthOur pick $99/user/mo billed yearly, or $109 monthly Teams that want follow-ups and AI on autopilot. | Copilot Enterprise Custom quote, yearly contract Large sales organisations. | |
Enterprise Custom, billed yearly Larger companies with security and admin needs. | Scale $139/user/mo billed yearly, or $149 monthly High-volume calling teams. | ||
| Which plan to pick | 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. | Take the 14-day trial, which needs no card. Solo is a bargain if you sell alone and follow up by hand. Growth is where Close earns its price, because that's where automated follow-ups, the power dialer and Chloe in workflows start. Budget a little extra each month for call minutes. | Ask for a trial first and check the data covers your market, especially outside the US. Copilot Advanced is where the AI and buying signals come in, which is most of the reason to pay ZoomInfo prices. Negotiate the renewal terms before you sign, and if your budget is under five figures, look at Apollo instead. |
Key features
| Attribute | Attio | Close | ZoomInfo |
|---|---|---|---|
| Standout features |
|
|
|
Pros and cons
| Attribute | Attio | Close | ZoomInfo |
|---|---|---|---|
| Pros |
|
|
|
| Cons |
|
|
|
Who each one is for
| Attribute | Attio | Close | ZoomInfo |
|---|---|---|---|
| Best for |
|
|
|
| You'll find it used by |
|
|
|
Questions people ask
Which is better, Attio, Close or ZoomInfo?
They tie on our overall rating (Attio 4.1/5, Close 4.1/5 and ZoomInfo 3.6/5). Attio is best for A CRM that fills itself in from email and calendar and startups tracking customers, investors and partners in one place. Close is best for calling and texting leads straight from the CRM and following up leads automatically by email and text. ZoomInfo is best for Large B2B sales teams prospecting every day and finding direct dials and mobile numbers for decision makers.
Which is cheaper, Attio, Close or ZoomInfo?
Attio: There's a free plan, and paid plans start at $35/seat/mo. Close: There's no free plan. Paid plans start at $9/user/mo. ZoomInfo: Pricing isn't published; check the vendor's site for a quote.
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.
