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Singapore head-to-head

Attio vs Bigin by Zoho for Singaporean Teams

Attio or Bigin by Zoho for a Singaporean team? Compare SGD billing, WhatsApp and email, calling, setup time and PDPA posture.

Reviewed 21 July 2026Prices shown in SGD

The short answer

Choose Attio when technically confident teams that want to shape the CRM around an unusual sales motion rather than accept a standard lead-to-deal model. Choose Bigin by Zoho when teams of two to ten moving off spreadsheets who want the smallest possible step into a real pipeline. For a Singaporean team specifically, Bigin by Zoho is the better answer on SGD billing, and Bigin by Zoho gets a small team running faster.

Attio and Bigin by Zoho in the Singaporean market

These two products get compared often because they overlap in price band and audience, not because they are trying to be the same thing. Attio is a modern, data-model-first crm; Bigin by Zoho is a deliberately small-team pipeline crm. That difference in intent explains almost every trade-off below.

Singapore buyers are small in headcount and large in ambition: a ten-person team in Singapore is frequently selling into Malaysia, Indonesia, Vietnam and Thailand at the same time. That makes multi-currency handling and cross-border contact management a first-order requirement rather than an enterprise feature. The Do Not Call registry under the PDPA also makes outbound calling a governed activity, so consent provenance in the CRM has direct legal weight.

Attio is the better fit when technically confident teams that want to shape the CRM around an unusual sales motion rather than accept a standard lead-to-deal model. Teams leave it when the flexibility that attracted the team becomes the reason nobody agrees on how records should be structured.

Bigin by Zoho is the better fit when teams of two to ten moving off spreadsheets who want the smallest possible step into a real pipeline. Teams leave it when the team grows past what a deliberately simple product covers and faces a second migration.

Attio, Bigin by Zoho and one alternative

Attio and Bigin by Zoho side by side on the criteria that decide adoption in Singapore. HelloGrowthCRM is included as a third reference point because we make it -- ignore that column if you are only choosing between the two.

Showing 10 of 13 criteria across 3 products

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Cost and commitment

Communication channels

Day-to-day operations

Local fit

Attio

Modern, data-model-first CRM

Free plan
Limited

A free tier exists but is aimed at very small teams rather than a full pipeline.

Local currency billing
Limited

Published in major currencies; other markets convert.

No seat minimum
Included

Seats bought individually.

Native WhatsApp
Costs extra

Through integrations rather than natively.

Built-in dialer
Not available

No built-in calling; telephony is an integration.

AI lead scoring
Limited

AI features are expanding and vary by tier.

Mobile app for field use
Limited

Mobile exists but the product is designed desk-first.

Local data-protection posture
Included

Publishes a DPA with EU hosting options.

Local payment methods
Limited

International card is the standard route.

Support in local hours
Limited

Coverage is broad; depth varies by tier.

Bigin by Zoho

Deliberately small-team pipeline CRM

Free plan
Included

A free tier for a single user.

Local currency billing
Included

Local price lists in several markets, including INR.

No seat minimum
Included

Seats bought individually.

Native WhatsApp
Limited

Messaging channels supported with setup rather than a native inbox.

Built-in dialer
Costs extra

Calling through the Zoho telephony bridge and a third-party provider.

AI lead scoring
Not available

Deliberately outside the product's scope.

Mobile app for field use
Included

Strong mobile app; the product is designed mobile-first.

Local data-protection posture
Included

Zoho DPAs and regional data-centre options apply.

Local payment methods
Included

Local payment methods in its major markets.

Support in local hours
Included

Asia-Pacific coverage matches the Singapore working day.

HelloGrowthCRM

All-in-one AI CRM for small teams

Free plan
Included

A free-forever plan, not a countdown trial, so a pipeline can be proven before any payment.

Local currency billing
Included

Prices published in the local currency for every supported market.

No seat minimum
Included

Buy the seats you need, including a single seat.

Native WhatsApp
Included

Native WhatsApp Business Cloud API: send and receive from the lead record with the thread logged against it.

Built-in dialer
Included

Built-in power dialer; calls place from the record and log duration and outcome automatically.

AI lead scoring
Included

AI lead scoring is on every paid plan rather than reserved for a top tier.

Mobile app for field use
Included

Mobile app built for reps working away from a desk.

Local data-protection posture
Included

SOC 2 Type II with PDPA-aligned handling.

Local payment methods
Included

Local payment methods accepted in each supported market.

Support in local hours
Included

Support covers this market's working day.

Capabilities describe how each product packages a feature -- included in the plan, sold as a separate product, or unavailable -- rather than how well it performs. They are assessed against each vendor's public product and pricing documentation and reviewed alongside this page. Vendors change packaging often, so confirm the current plan pages before you decide.

How the two are priced

Attio: per-user tiers where the data model is fully configurable at every level, with automation and reporting depth rising by tier. The cost buyers miss is that nothing hidden in the pricing; the cost is the design work, because a fully flexible data model means somebody has to decide what the objects are before reps can use it.

Bigin by Zoho: very low per-user tiers, positioned as the simple entry point into the wider Zoho ecosystem. There, the cost buyers miss is that the price is the point and there is little hidden; the ceiling arrives as a migration to full Zoho CRM once the team outgrows the simplicity.

In Singapore the comparison has a second layer, because GST applies at 9% and a product without a published SGD price list adds an exchange-rate spread that never appears on its pricing page. Bigin by Zoho also lets you evaluate without a countdown, which changes how much a trial actually proves.

Messaging and calling: what each one covers

This is where the two diverge most for a Singaporean team, because WhatsApp and email is where customers here actually reply.

Attio: Through integrations rather than natively. On calling, no built-in calling; telephony is an integration.

Bigin by Zoho: Messaging channels supported with setup rather than a native inbox. On calling, calling through the Zoho telephony bridge and a third-party provider.

On WhatsApp and email specifically, Bigin by Zoho is ahead -- though "ahead" here means less work to assemble, not that the capability is native.

Local fit in Singapore

Singapore's PDPA carries a Do Not Call obligation on top of consent and access duties, so a CRM that cannot record consent source and suppress a number is a compliance problem rather than an inconvenience.

On support hours, coverage is broad; depth varies by tier. For Bigin by Zoho, asia-Pacific coverage matches the Singapore working day. Bigin by Zoho has the better overlap with the Singaporean working day.

Payment rails are the quiet one. credit card, PayNow, Stripe and bank transfer are what buyers here use, and a checkout that accepts only an international card is a common reason a finance team blocks a purchase the sales team already decided on.

What is available in Singapore

HelloGrowthCRM publishes a SGD price list for Singapore rather than converting from a foreign one, so the number on the pricing page is the number on the invoice. Growth is S$14/user/mo on annual billing and S$18/user/mo billed monthly, and the free plan has no expiry date attached to it. Payment goes through credit card, PayNow, Stripe and bank transfer, which matters more than it sounds: a vendor that only accepts an international card quietly excludes a large share of Singaporean buyers at checkout.

GST applies at 9% and is shown separately at checkout, so the seat price you compare against another vendor is a like-for-like number before tax. Support is staffed for the Singaporean working day. That is a genuine differentiator against vendors headquartered elsewhere, because a support queue that opens as your day ends turns a fifteen-minute question into a lost afternoon.

On data protection, Singapore's PDPA carries a Do Not Call obligation on top of consent and access duties, so a CRM that cannot record consent source and suppress a number is a compliance problem rather than an inconvenience.

How this varies across Singapore

Singapore is not one market. A CRM decision made in CBD and Marina Bay is usually a different decision from the same one made elsewhere in the country, because the industries, deal sizes and buying committees differ. The region control above filters the comparison to the sub-market you sell in, and the notes change with it.

Changes the market notes below. It does not change the page address.

CBD and Marina Bay: Financial services, trading and professional firms; compliance review and audit trail requirements are the heaviest in the market.

  • CBD and Marina Bay: Financial services, trading and professional firms; compliance review and audit trail requirements are the heaviest in the market.
  • one-north and Buona Vista: Technology, biomedical and startup businesses; API access and integration depth are evaluated before price.
  • Jurong and the West: Manufacturing, marine and industrial distribution; long quote cycles and technical specification handling.
  • Changi Business Park and the East: Logistics, aviation services and regional operations centres; cross-border pipeline visibility is the core requirement.
CBD and Marina Bay
Financial services, trading and professional firms; compliance review and audit trail requirements are the heaviest in the market.
one-north and Buona Vista
Technology, biomedical and startup businesses; API access and integration depth are evaluated before price.
Jurong and the West
Manufacturing, marine and industrial distribution; long quote cycles and technical specification handling.
Changi Business Park and the East
Logistics, aviation services and regional operations centres; cross-border pipeline visibility is the core requirement.
Selling somewhere else in Singapore?
The national comparison applies everywhere in Singapore. These notes only change the market context, not the product assessment.

Where both fall short, and what that implies

Comparing two products only tells you which is better at what they both do. It is worth naming what neither covers for a Singaporean team: built-in dialer, sms from the record. On each of those, both Attio and Bigin by Zoho either leave the capability out or sell it as a separate product.

That matters because those gaps are usually filled by buying a second tool, and a second tool means a second contact database that drifts out of sync with the first. If the shortlist is open, it is worth pricing a product that includes them: HelloGrowthCRM publishes Free Forever, Growth S$14/user/mo annual, Enterprise custom, 14-day trial on paid plans in SGD, with WhatsApp and email and calling in the same record rather than alongside it.

We build one of the products in this comparison, so treat that paragraph accordingly. The rest of this page is written to be accurate whether or not you ever look at ours -- a comparison that only works if you pick our side is not a comparison.

Switching between them

From Attio: clean CSV export and a modern API; the mapping question is the reverse of usual, since custom objects have to be flattened back to a conventional pipeline.

From Bigin by Zoho: straightforward CSV export with a simple object model that maps across cleanly.

In both directions the records move more easily than the habits. Budget the time for reconnecting enquiry sources and rebuilding automation, run the old and new systems in parallel for one week, then switch the old one off on a fixed date rather than letting it linger.

Which to pick

Pick Attio if technically confident teams that want to shape the CRM around an unusual sales motion rather than accept a standard lead-to-deal model. Pick Bigin by Zoho if teams of two to ten moving off spreadsheets who want the smallest possible step into a real pipeline. Those are different enough that most teams find one obviously closer once they state their own constraint out loud.

If neither fits cleanly, the reason is usually that the constraint driving the decision is not the one either product optimises for -- most often WhatsApp and email coverage, SGD billing, or how much configuration the team can absorb before reps stop updating records.

Whichever way you lean, settle it with a real week of leads rather than a feature table. Measure time to first response on a new enquiry, and the share of open deals with a scheduled next step. Those two numbers move within a week and predict more than any comparison page can.

Attio vs Bigin by Zoho in Singapore: common questions

Where to go next

Comparing a third option in Singapore?

Start on the free plan and run one week of real enquiries through it. No card, no expiry, and free forever, growth s$14/user/mo annual, enterprise custom, 14-day trial on paid plans when you are ready to grow.

Start free in SingaporeSee SGD pricing