CRM migrations

CRM migrations to Attio, built around your business

We move teams to Attio from HubSpot, Affinity, Salesforce, Pipedrive, and Notion. We do not copy the old schema. We design the Attio model first, then move the data into it.

Each source fails in its own way. The steps around it are the same every time. This page covers both, and links to the detailed page for your tool.

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We redesign the data model during the migration, not after

Most CRM migrations fail for one reason. The old data model is copied into the new tool, and the old problems come with it. The fields nobody fills, the pipeline that is really three pipelines, the list that is really an object.

A migration is the one moment every record passes through your hands. That is when the model should change. "Move it now, fix it later" means migrating twice, and the second time the team is already working in the mess.

So the design comes first. We decide what each object, attribute, and relationship should be in Attio, and the migration writes into that. It also means we will tell you when a field, a list, or a whole workflow should stay behind.

Five paths into Attio

What makes each source different, and where to read more. Not every team should move. The comparison pages say when staying is the better call.

HubSpot to Attio

You are leaving a customer platform, not just a CRM.

  • Marketing email, forms, landing pages, and the service desk do not come with you. They move to other tools or stay behind.
  • Workflows, sequences, and forms do not export. They are rebuilt in Attio, or in n8n where Attio cannot express the rule.
  • Lifecycle stages and lead scores rarely survive as they are. We redesign them instead of porting them.
  • If inbound marketing drives your pipeline, staying on HubSpot can be the right call. The comparison page says when.

Affinity to Attio

Lists and list entries become objects and records.

  • The list entry is the unit that matters. The same company can carry a different field set on every list, so each list needs a design decision.
  • There is no native connector. The data moves through the Affinity API, inside a monthly call quota that can set the calendar.
  • Relationship scores and intro paths are computed by Affinity and do not export.
  • If Attio email sync is already on, most people and companies exist. The job is a merge, not a fresh import.

Salesforce to Attio

The schema has usually outgrown the people who understand it.

  • We check how often each custom field is actually filled. Fields that are rarely filled do not come with us.
  • Apex, flows, and validation rules do not export. They are rebuilt in Attio workflows or left behind on purpose.
  • Integrations are rewired in order of how critical they are, after the data is in.
  • Teams that depend on CPQ, territory rules, or Apex should think hard before moving. The comparison page covers that.

Pipedrive to Attio

Everything has been living inside Deals.

  • Renewals, partners, projects, and applications often sit on Deals as extra fields. In Attio they can become their own objects.
  • Several pipelines usually means nobody cleaned up. The migration is the right moment to consolidate them.
  • An activity can belong to a person, an organization, or a deal. All three links have to survive or the context is lost.
  • Free-text won and lost reasons get standardized on the way in, so close-rate reports stop being noisy.

Notion to Attio

The relationship map is the asset, not the row count.

  • Relation properties are resolved into Attio record references, with both sides of every relation checked.
  • Meeting notes inside pages become dated notes on the right record, not one block of text.
  • Rollups are recomputed in Attio. Archived pages stay behind so you do not import ghost records.
  • Attachments on Notion pages are downloaded and re-hosted before the move, because their links expire.

The steps every migration shares

Whatever the source, these five steps run in this order. The per-source pages add the parts that are specific to each tool.

  1. 01

    Data model design

    We read the source field definitions and how the team actually works, then design the Attio objects, attributes, and relationships before any record moves. Every object gets a stable source id, so a rerun updates a record instead of duplicating it.

  2. 02

    Dry run

    A sample, then the full load, goes into a staging workspace first. We count records before and after, spot check the main lists and pipelines, and walk the team through the new views. Production waits for sign-off.

  3. 03

    Deduplication

    Duplicates are resolved before the production write, not cleaned up after it. Records that match two Attio rows are held back for a human decision, because a merge in Attio cannot be undone.

  4. 04

    Cutover

    Attio becomes the system of record in a defined window. The source tool goes read-only. Email sync is connected on day one, and the automations the team will notice first are rebuilt before Monday.

  5. 05

    Validation by source counts

    Every object is counted in Attio and compared with the source export. Gaps are explained or fixed before handover. The old tool stays readable for a validation window, so nothing depends on memory.

The longer version is the 5-step migration playbook. You own the workspace after handover. No retainer is needed to keep your data.

Migrations we have shipped

Funds that moved their CRM into Attio, with the counts we checked against the source. More on the case studies page.

Seed Capital

Venture capital

Twenty years of Seed Capital's deal flow and LP relationships moved from Affinity to Attio in under two weeks

Venture CapitalAffinity Migration
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Pluspartners

Venture capital

5,189 companies, 5,807 people, and 1,433 deals migrated with source verification

Venture CapitalAffinity Migration
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Credo Partners

Nordic private equity

Seven objects and 2,300 records across dealflow, fundraising, and commitments

Private EquityFundraising
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Anker Capital

Investment fund / placement

1,032 investor records consolidated from broker lists into a single canonical Investors object

Data MigrationInvestment Funds
Read →

Plan your move to Attio

30 minutes. We look at your current CRM, what is worth keeping, and what the Attio model should be. Then we tell you how long the move takes for your data. Not ready for a call? The free audit is five questions and a written read on your setup.

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