Customer relationship management platform startup Attio Ltd. said today it has raised $7.7 million in funding to beef up its engineering and product development ranks in preparation for a full public launch in early 2022.

Point Nine Capital led the seed round. Also participating in the round were Balderton Capital, Headline, Passion Capital and a number of individual investors.

Founded in early 2021, Attio pitches itself as engineered to handle all the CRM needs of a modern business, giving companies an overview of every relationship and process from sales to recruitment. The platform allows users to dive into the history of each contact, including emails, calls and attributes, which can be used to gather insight at each stage of a process.

Designed to expand and adapt as a business grows, Attio says its platform helps improve a team’s efficiency, data quality and overall output.

Under the hood, Attio says, its data model offers a key point of differentiation. Instead of manual data entry, Attio ingests, aggregates and enriches data from existing customer interaction streams, including calendar, email and analytics platforms, to improve both the quality and the quantity of data. By leveraging existing data streams, the platform is constantly up to date and allows teams to start using it within minutes, compared with weeks for legacy platforms.

Users are offered powerful tooling and templates to build out their ideal representation of a CRM system on top of their live datasets. This shift gives teams ownership of their processes, allowing them to build and maintain dynamic workflows such as renewal tracking, churn mitigation warnings and revenue expansion pipelines without the need for external consultants or developers.

Although not yet 12 months old and still not generally available, Attio already claims hundreds of paying customers. Notable clients include the Coca-Cola Co., Supercell Oy, Salt Pay Co. Ltd., Causal and Upfront Ventures.

“Modern businesses need flexible and collaborative tools that grow and adapt as their operations do, but too many teams are stuck using rigid, unyielding CRM tools that aren’t built for the 21st Centur,” Nicolas Sharp, co-founder and chief executive officer of Attio, said in a statement. “Attio is the antidote to this. It allows companies to remove manual data entry, drawing from existing data streams like email and calendars, to create a complete dataset before building total customizable workflows on top, empowering teams with the exact workflow they need.”

Image: Attio