Attio for Family Offices
A family office invests across more shapes than almost any other firm. In one week the team might look at a direct stake in a private company, a commitment to a venture fund, a co-invest alongside a trusted GP, a piece of real estate, and a hedge fund allocation. The relationships behind those decisions are personal and private: the GPs the principal has backed for fifteen years, the operators in the network who send proprietary deals, and the co-invest partners who share allocation. Two things make family-office CRM hard. The investments do not fit one mold, and the data must stay discreet. Affinity is built around venture and PE dealflow, and it has no native fit for a multi-asset, privacy-first family office. That gap is exactly where Attio earns the switch.
Why off-the-shelf dealflow tools fall short here
A venture CRM assumes one motion: companies move through a pipeline to a check. A family office runs several motions at once. Direct deals look like venture or PE sourcing. Fund commitments are a manager-tracking problem, where you follow each GP's vintage, strategy, capital called, and distributions. Co-invests are a network problem, where the value is knowing which partners offer allocation and on what terms. Affinity reads the team's email and calendar to keep relationships current, and its enrichment fills in company data, both genuine strengths. What it does not do is model a manager relationship or a co-invest network as first-class records, so family offices bolt those onto spreadsheets and lose the single view that justifies a CRM in the first place. Add the price, about $1,917 a month for the Scale plan, and the fit gets harder to defend.
Privacy raises the stakes. A family office guards who the principal is, what the family owns, and who they invest with. A platform whose data model and access you fully control matters more here than in a fund where dozens of people already share the pipeline.
How Attio fits a multi-asset, private firm
You build objects for each motion. A Direct Deals list runs private-company opportunities, a Managers object tracks every fund relationship with vintage, strategy, commitment, capital called, and distributions, a Co-Invest Network list holds partners who share allocation, and a People object ties the principals, GPs, and operators together. Each manager record carries the next capital-call date and a reporting cadence, and an automation flags a fund whose K-1 or quarterly letter is due. The principal opens a single workspace and sees the whole portfolio across asset types, not five disconnected tools.
Attio's permission controls let you decide who sees what, so a junior analyst works the direct-deal pipeline without seeing the family's full manager roster, which matters when discretion is the point. Connection strength shows which colleague has the warmest tie to a GP or operator before an outreach. The API can pull capital-account data from your fund administrator into the Managers object, so allocations and distributions update without manual entry. Co-invest terms, who offered what and at what fee, sit on the network records where the next decision needs them.
The economics
| Item | Affinity Scale | Attio Pro |
|---|---|---|
| Monthly cost | ~$1,917 | ~$690 |
| Monthly saved | ~$1,227 | |
| Annual saved | ~$14,720 | |
Annual billing saves about another 20%, and Dialed adds 10% off your Attio plan. A migration runs about 15 hours, near $3,000 at $200 an hour, so payback lands around 2.4 months and first-year ROI sits near 391%. Run your seats through the migration calculator for a private, firm-specific number.
What Dialed migrates
A free test migration goes first, in a sandbox you control, so the team sees real records before anything moves. Dialed maps People, Companies, Lists and saved views, Notes, Opportunities, and Files. Your Affinity direct-deal list becomes an Attio Direct Deals list with stages mapped to a status attribute, Organizations become Companies, Persons become People, and private notes keep their authors and timestamps. The Managers and Co-Invest Network objects get built fresh, since Affinity had no home for them, and Dialed seeds them from your existing manager and allocation spreadsheets. Affinity's relationship-strength score does not export as a field, so Attio rebuilds it once you reconnect the team's inboxes and calendars. Dialed handles the data under a confidentiality agreement, given the sensitivity of family records.
Family offices that invest alongside funds will recognize the diligence and LP workflow in Attio for private equity, and those who back early-stage companies directly should read Attio for venture capital.
See what your firm saves switching to Attio →FAQ
- Can Attio track fund managers, not just companies?
- Yes. A Managers object holds each GP relationship with vintage, strategy, commitment, capital called, and distributions, with automations that flag an upcoming capital call or quarterly report.
- How does Attio handle our co-invest network?
- A Co-Invest Network list tracks partners who share allocation, the terms they offer, and the deals they have brought, so the next allocation decision sits next to the relationship that drives it.
- Is the data private enough for a family office?
- Yes. Attio's permission controls let you decide who sees which records, so an analyst can work the direct-deal pipeline without seeing the family's full manager roster, and Dialed migrates the data under a confidentiality agreement.
- Can one workspace hold direct deals, funds, and co-invests together?
- Yes. You build a separate object or list for each motion and link them through shared People and Companies, so the principal sees the whole multi-asset portfolio in one place.
- How much does a family office save versus Affinity?
- About $14,720 a year, comparing Affinity Scale near $1,917 a month with Attio Pro near $690, with the roughly $3,000 migration paying back in about 2.4 months.