Attio Ltd., a London-based startup competing with Salesforce Inc. in the customer relationship management market, today announced that it has raised $23.5 million from investors.

The Series A round was led by Redpoint Ventures. Existing investors Balderton Capital and Point Nine chipped in as well, bringing Attio’s total outside funding to $31.2 million.

Companies use CRM software to store data about current and potential customers. Often, salespeople have to enter customer data into their company’s CRM system manually, which takes a significant amount of time. Attio automates the process using connectors that can retrieve information from salespeople’s email inboxes and other sources without manual input.

Attio organizes customer data in a spreadsheet-like interface. Each customer record is displayed as a single spreadsheet row. Companies can customize what data points are included in the row based on their sales teams’ requirements.

A company that sells development tools to other businesses, for example, can configure Attio to list engineering executives at each business that it’s negotiating with. It can also display the progress of deal negotiations, as well as related details. A real-time editing tool enables multiple salespeople to add and remove customer data at the same time.

Clicking a customer record in Attio brings up more detailed information. Salespeople can access past correspondence with the customer, as well as other details including information about recent purchases. The service also enables salespeople to attach notes that clarify the nuances of a deal opportunity for colleagues.

Alongside its data management features, the startup provides a number of other capabilities. A built-in email tool allows companies to send promotional messages to customers without leaving the interface. To track the effectiveness of their sales efforts, companies can consult the analytics reports the startup offers as part of its platform.

“Building a CRM that works for any and all industries is a monumental undertaking,” co-founder and Chief Executive Officer Nicolas Sharp wrote in a blog post today. “We’ve been working intensely on building the key features that form the foundation of CRM. However, we’re not taking just a checkbox approach. Instead, we’re taking every aspect of CRM, piece by piece, and making it an incredible experience.”

Attio launched its platform into general availability today following more than a year of testing. During that time frame, the startup built up an installed base of more than 2,000 customers. The Coca-Cola Co. and OpenAI LLC are among the companies using Attio’s platform.

Attio will use the proceeds from its new funding round to further grow its market presence. The startup also plans to invest in feature development. As part of the effort, it plans to introduce new workflow automation tools and improved integrations with third-party cloud services.

Image: Attio