Attio vs Groove by Clari: CRM Platform vs Sales Engagement Platform Comparison
Compare Attio (CRM platform) and Groove by Clari (sales engagement platform) side by side. See pricing, features, and integrations to decide which one, or both, your stack needs.
Attio is a CRM platform for contact and pipeline management; Groove by Clari is a sales engagement platform for multi-channel outreach. Attio starts free with paid plans at $44/mo and $99/mo, while Groove by Clari uses custom pricing only. Many teams run both together, one for CRM and one for outreach coordination.
Key takeaways
- Attio offers four pricing tiers: Free, Plus at $44/mo for up to 10 seats, Pro at $99/mo, and Enterprise with custom pricing.
- Groove by Clari offers only one plan, and pricing requires contacting sales for a custom quote.
- Attio's free plan supports up to three seats before a paid upgrade is needed.
- The only integration shared by both platforms, according to their own listings, is Slack.
- Attio integrates with tools like Typeform, Zapier, Aircall, Mailchimp, Segment, Asana, Pipedream, ChatGPT, and Claude, while Groove by Clari integrates with Salesforce, Gmail, Microsoft Outlook, Microsoft 365, Google Calendar, LinkedIn Sales Navigator, Clari, and Zoom.
Reviewed and updated September 21, 2026
Sales teams building an outbound stack often weigh Attio, a CRM platform for customer relationship management and sales pipeline tracking, against Groove by Clari, a sales engagement platform for multi-channel sales outreach and engagement tracking. They cover different parts of the workflow, so this comparison covers what each one does, what each one costs, and where they overlap.
The Quick Answer
Attio is a CRM platform for customer relationship management and sales pipeline tracking; Groove by Clari is a sales engagement platform for multi-channel sales outreach and engagement tracking. By each vendor's own wording, Attio lists real-time contact syncing and automatic data enrichment, and Groove by Clari lists deep salesforce integration and multi-channel engagement flows.
Attio publishes an entry price of $0/mo; Groove by Clari uses custom pricing, so the two cannot be compared on list price.
If your priority is organizing contacts, tracking deals, and forecasting revenue, Attio is the one built for it; for coordinating outreach across email, phone, and social channels, that is Groove by Clari. Many teams run one of each.
Understanding the Core Difference
Attio is Attio is a CRM that syncs contacts and email in real time and lets teams model their own objects, workflows and reports on top of that data. It is sold in Free, Plus, Pro and Enterprise plans priced per user.
Groove by Clari is Salesforce-native sales engagement platform (part of Clari, which merged with Salesloft in December 2025) that automates email sequences, logging, and analytics while keeping all activity data natively in Salesforce.
The two platforms take different approaches to solving the same core challenge.
Pricing Comparison
Free
Groove
Attio Pricing (as of September 2026)
| Plan | Price | Contacts |
|---|---|---|
| Free | Free | Up to 3 seats |
| Plus | $44/mo | Up to 10 seats |
| Pro | $99/mo | - |
| Enterprise | Contact Sales | - |
Source: Attio Pricing
Groove by Clari Pricing (as of September 2026)
| Plan | Price |
|---|---|
| Groove | Contact Sales |
Groove's product and pricing pages on clari.com now redirect to Salesloft. Clari and Salesloft completed their merger on December 3, 2025, and Salesloft's merger page says the two "are now operating as one company, with Salesloft as our go-forward company and platform brand." Salesloft's site still offers a Groove login, and the merged company's customer FAQ says it has no current plans for required migrations from one product to the other. The Groove details above describe the product as Clari listed it, so confirm current packaging and price with Salesloft.
Sources: Clari and Salesloft complete merger, Salesloft and Clari are now one company, merger customer FAQ
Pricing Analysis
One or both platforms use custom or contact-based pricing for some tiers. Reach out to their sales teams for exact quotes based on your usage needs.
Attio offers 4 pricing tiers compared to Groove by Clari's 1, giving you more granularity as you scale.
Attio includes a free tier, letting you test the platform before committing financially.
Features Breakdown
- Real-time contact syncing
- Automatic data enrichment
- Custom objects and custom relationship attributes
- Workflows and integration blocks
- Sequences for personalized outreach
- Call Intelligence to record and analyze meetings
- and 2 more listed below
- Deep Salesforce integration
- Multi-channel engagement flows
- Auto-logging of all activities to Salesforce
- Email tracking with open and click analytics
- Dialer with call logging and recording
- Meeting scheduler with calendar integration
- and 4 more listed below
Attio Key Features
- Real-time contact syncing
- Automatic data enrichment
- Custom objects and custom relationship attributes
- Workflows and integration blocks
- Sequences for personalized outreach
- Call Intelligence to record and analyze meetings
- Reporting and insights in real time
- API and webhook access with an app SDK and MCP server
Groove by Clari Key Features
- Deep Salesforce integration
- Multi-channel engagement flows
- Auto-logging of all activities to Salesforce
- Email tracking with open and click analytics
- Dialer with call logging and recording
- Meeting scheduler with calendar integration
- Analytics dashboards for sequence performance
- Template and snippet management
- Revenue intelligence (via Clari platform)
- Account-based engagement workflows
The two lists below are a diff of each vendor's own feature list by exact wording, so a capability both tools offer can appear on either side under a different name.
Listed only by Attio
- Real-time contact syncing
- Automatic data enrichment
- Custom objects and custom relationship attributes
- Workflows and integration blocks
- Sequences for personalized outreach
- Call Intelligence to record and analyze meetings
- Reporting and insights in real time
- API and webhook access with an app SDK and MCP server
Listed only by Groove by Clari
- Deep Salesforce integration
- Multi-channel engagement flows
- Auto-logging of all activities to Salesforce
- Email tracking with open and click analytics
- Dialer with call logging and recording
- Meeting scheduler with calendar integration
- Analytics dashboards for sequence performance
- Template and snippet management
- Revenue intelligence (via Clari platform)
- Account-based engagement workflows
Integration Ecosystem
Attio Integrations
Attio connects with: Typeform, Zapier, Slack, Aircall, Mailchimp, Segment, Asana, Pipedream, ChatGPT, Claude.
Groove by Clari Integrations
Groove by Clari connects with: Salesforce, Gmail, Microsoft Outlook, Microsoft 365, Google Calendar, LinkedIn Sales Navigator, Clari, Zoom, Slack.
Shared Integrations
Both tools integrate with: Slack.
Integrations listed only by Attio: Typeform, Zapier, Aircall, Mailchimp, Segment, Asana, Pipedream, ChatGPT, Claude.
Integrations listed only by Groove by Clari: Salesforce, Gmail, Microsoft Outlook, Microsoft 365, Google Calendar, LinkedIn Sales Navigator, Clari, Zoom.
Use Case Recommendations
Best Fit for Attio
- Budget-conscious teams looking for an affordable CRM platform
- Organizations with complex tech stacks needing broad integration support (10 integrations)
- Teams that want to start free and scale up as needs grow
- Enterprise buyers who prefer custom pricing and dedicated support
Best Fit for Groove by Clari
- Teams that need a wide feature set (10 capabilities listed)
- Enterprise buyers who prefer custom pricing and dedicated support
- SDR teams running multi-channel outreach sequences
- Sales managers tracking team engagement metrics
Feature Comparison Summary
| Feature | Attio | Groove by Clari |
|---|---|---|
| Starting Price | Free | Contact Sales |
| Top Tier Price | Contact Sales | Contact Sales |
| Total Features Listed | 8 | 10 |
| Integrations | 10 | 9 |
| Founded | N/A | 2014 |
Getting Started Checklist
- Define your customer relationship management and sales pipeline tracking and multi-channel sales outreach and engagement tracking requirements and monthly budget
- Estimate your expected contacts and deals and sequences and engagement actions to find the right tier
- List the integrations your team currently relies on
- Sign up for free trials or demos of both platforms
- Run a small test with each tool before making a commitment
- Evaluate the onboarding experience and support quality
Final Thoughts
Attio serves the customer relationship management and sales pipeline tracking side of an outbound stack and Groove by Clari the multi-channel sales outreach and engagement tracking side. Attio publishes an entry price (a free tier), while Groove by Clari uses custom pricing for its plans, so compare on features and on the quote you receive. Your decision should weigh pricing against the specific features that matter most for your workflow.
Start with a trial of each to see which platform fits your team's daily process. The best tool is the one your team actually uses consistently.
Pricing and features verified as of September 2026. Visit Attio for current information; Groove's former page on clari.com now redirects to Salesloft.
Frequently asked questions.
Frequently asked questions- What is the main difference between Attio and Groove by Clari?
- Attio is a CRM platform built for customer relationship management and sales pipeline tracking, while Groove by Clari is a sales engagement platform built for multi-channel sales outreach and engagement tracking. They cover different parts of the sales workflow, so many teams use both rather than choosing one over the other.
- How much does Attio cost?
- Attio has four pricing tiers: a Free plan for up to 3 seats, a Plus plan at $44/mo for up to 10 seats, a Pro plan at $99/mo, and an Enterprise plan with custom pricing available by contacting sales.
- How much does Groove by Clari cost?
- Groove by Clari does not publish list pricing and offers only one plan, which requires contacting the sales team for a custom quote based on usage needs.
- Can Attio and Groove by Clari be used together?
- Yes, many teams run one of each since the platforms serve different functions: Attio for organizing contacts, tracking deals, and forecasting revenue, and Groove by Clari for coordinating outreach across email, phone, and social channels.
- Do Attio and Groove by Clari share any integrations?
- Yes, but according to each vendor's own listed integrations, Slack is the only integration both platforms have in common. Attio separately lists integrations such as Typeform, Zapier, Aircall, and Mailchimp, while Groove by Clari lists Salesforce, Gmail, and Zoom among others.
About the author.
Tim Carden is CMO / CTO at RevenueFlow, which builds and operates outbound revenue engines for B2B companies. Studied at McGill University.
Tim Carden · CMO / CTO
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