Three tools called AI-native CRMs. Only one actually is.
Lightfield, Claap, and Attio share a category label but compete for three different buyers. Attio is a programmable data model that 5,000 teams build on. Lightfield is an autonomous agent that eliminates data entry for 2,500 startups. Claap is a conversation intelligence layer that feeds whichever CRM you already use. Picking the wrong one costs months, not just money.
Key takeaways
Winners by dimension
Side-by-side
| Lightfield | Claap | Attio | |
|---|---|---|---|
| Free tier | None. 14-day trial only. | Yes: 10 videos, 300 min total recording, basic AI summary, no CRM enrichment or coaching. | Yes: 3 seats, 50,000 records, full API and MCP access. No Call Intelligence or AI agents. |
| Entry paid price | $79/user/month (monthly billing) | $24/user/month (annual) or $30/user/month (monthly) | $29/user/month (annual) or $36/user/month (monthly) |
| Price for full AI features | $199/user/month (Pro, annual only): custom objects, dashboards, dedicated CSM | $48/user/month (Business, annual): CRM enrichment, AI coaching, deal scoring | $69/user/month (Pro, annual): Call Intelligence, Ask Attio, AI agents, sequences |
| Pricing model quirks | Per seat plus record and workflow event caps. Pro requires annual billing. | Per seat plus recording minute caps per tier. 20% discount for annual. | Per seat plus AI credit allocations (seat credits and workspace credits). Credits cap automations. |
| Built-in call intelligence | Yes, native on all plans. Transcription, summaries, action items linked to CRM records. | Yes, core product. Bot-free option, 99+ languages, VoIP and in-person recording. | Yes, on Pro+ ($69/mo). 100+ languages, buying signal detection, SPICED framework. |
| CRM auto-enrichment from calls | Yes, native. Continuous record updates from every email, meeting, and call on all plans. | Yes, on Business+ ($48/mo). Claims 80%+ field accuracy. Syncs to HubSpot, Salesforce, Attio, Pipedrive. | Yes, native company and people enrichment on all plans. Call-to-CRM logging on Pro+. |
| Sales coaching frameworks | Not available. No structured call scoring frameworks. | MEDDIC, SPICED, SPIN, BANT, and custom. Per-rep AI feedback on Business+. | SPICED framework on Call Intelligence. No per-rep coaching scoring system. |
| Developer platform | REST API, MCP server, webhooks, CSV import/export, code execution in-product. | Open API, MCP connector, webhooks. Zapier, Make, and n8n supported. | REST API (1M calls/week), MCP server (100K tool calls/month), App SDK, OAuth 2.0. |
| G2 rating (verified reviews) | No G2 reviews yet. GA since November 2025. | 4.8/5 on G2 (Conversation Intelligence category) | 4.4/5 on G2 from 390 verified reviews |
| Funding and stage | $81M raised (Greylock, Coatue, Lightspeed, 8VC, GV). Series B stage. 28 employees. | Acquired by lemlist for $25M (Oct 2025). lemlist at $40M ARR, bootstrapped. Claap was at ~$2M ARR at acquisition. | $141M raised ($52M Series B led by GV, Aug 2025). 5,000 customers, 4x ARR growth in 2025. |
| Open roles (growth signal) | 14 open roles: 9 engineering, 3 ML, 2 GTM and marketing. | 3 open roles: content, partnerships, partner success. All Paris-based, focused on lemlist integration. | 27 open roles: 13 GTM, 7 engineering, 3 operations, 2 marketing. |
| Known limitations to watch | No G2 reviews. Hallucination risk in AI-created records flagged by early users. No free tier. | AI summaries show single-participant bias in multi-person calls (per tl;dv independent review). Core AI features paywalled. | No SLA on any plan. Automation credit caps create hard stops on Plus (1,500 workspace credits/month). |
Who should pick whom
What we found
These three tools don't actually compete with each other
Attio is a programmable CRM platform. Lightfield is an autonomous data-capture agent with a CRM attached. Claap is a conversation intelligence layer that enriches whichever CRM you already run. The fact that all three call themselves AI-native CRMs is a marketing overlap, not a product overlap. A team choosing Claap is almost certainly keeping HubSpot or Attio as their record of truth. A team choosing Lightfield is replacing their CRM entirely. A team choosing Attio is building a custom data model they plan to live in for years.
Pricing tells you who each company thinks it's selling to
Lightfield's $79/month entry price is 3x Claap's and nearly 3x Attio's annual rate. That's not a mistake. It signals Lightfield is betting on consolidation value: replace Gong, your CRM, and your notetaker with one tool. The math only works if buyers accept that framing. Attio's free tier with full API access is a developer acquisition play. Claap's $24/month entry price is a land-and-expand move inside the lemlist customer base of 40,000+ teams. Three different pricing strategies, all rational given their actual buyers.
The real moat question is data ownership
Lightfield's architectural bet is that unstructured, conversation-first data stored natively is harder to replicate than a structured object model. Attio's moat is the opposite: a programmable data model so deeply customized that switching costs compound with every workflow built on it. Jason Lemkin noted at SaaStr (April 2026) that at 10+ agents plugged into a CRM, switching is functionally impossible. Claap's moat is narrower but real: structured, labeled call data accessible via MCP to any AI agent, which neither Gong nor legacy tools currently match.
Attio is winning the startup cohort today. Lightfield is trying to own it tomorrow.
Attio has 5,000 paying customers and 4x ARR growth in 2025 (per its Series B announcement). It's already the named CRM of choice for Lovable, Granola, Modal, and Replicate. Lightfield hit 2,500 companies in its first three months post-GA, including 100+ YC startups (per Yahoo Finance, March 2026), growing almost entirely through word of mouth. Both target the same cohort of AI-native founders. Teams with a dedicated RevOps person tend to pick Attio. Teams where the founder is still running sales tend to pick Lightfield.
Claap's acquisition changes its competitive position permanently
Claap was a standalone $2M ARR conversation intelligence tool when lemlist acquired it for $25M in October 2025 (per the Founderpath CEO interview). Inside the lemlist ecosystem at $40M ARR and 40,000+ customers, Claap becomes a distribution play, not a standalone CRM bet. Its 3 open roles versus Lightfield's 14 and Attio's 27 confirm it's in integration mode, not growth mode. That means Claap's roadmap is now shaped by what lemlist's sales teams need, which is a different product direction than either of its competitors.
Sources & references
Every claim in this report was triangulated against 14 third-party sources (analyst reports, developer surveys, news coverage, and pricing pages). Sources are listed below in citation order.
- Which CRM Should You Use in 2026/2027? Follow the Agents(headline | winners | narrative | key_stat)
- Attio raises $52m Series B(winners | side_by_side | narrative | key_stat)
- Attio Pricing Page(side_by_side | winners)
- Lightfield Launches One-Hour CRM Migration Agent (Yahoo Finance)(narrative | key_stat | winners)
- Lightfield Business Breakdown and Founding Story - Contrary Research(narrative | side_by_side | takeaways)
- Lemlist Bootstraps to $40m Revenue, Uses 30% Profits to Acquire Claap for $25m - Founderpath(narrative | side_by_side | key_stat)
- Death to Data Entry: How Your Next CRM May Think for Itself - SF Weekly(narrative | key_stat)
- Honest Review of Claap: Pros, Cons and Best Features (2026) - tl;dv(narrative | winners | personas)
- How Attio Plans to Take on the CRM Market - TheVCNotebook on Medium(narrative | side_by_side)
- Product-Led Growth 2026: Complete 7-Layer Guide - Aakash Gupta(key_stat | narrative)
- Lightfield Review 2026: Pricing, Pros, Cons, and Attio Alternatives - LinkStart AI(winners | side_by_side | personas)
- Attio Reviews 2026 - G2(key_stat | winners | side_by_side)
- Claap Reviews 2026 - G2(key_stat | winners | side_by_side)
- Attio raises $52M Series B to Scale the First AI-Native CRM - Balderton Capital(narrative | key_stat | side_by_side)
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All three call themselves AI-native CRMs. In practice they're selling to three different humans. Here's what the pricing and hiring data actually shows:
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