How to migrate from Attio to Reuben AI
A practical guide for VC, PE and family office teams moving off Attio, a flexible general purpose CRM, to Reuben AI, an AI-native investment platform. Every object, custom field and workflow carries across, and the investment work that Attio does not do (scoring, diligence, IC, monitoring, LP reporting) joins the same data layer.
Attio is well designed and flexible. The reason funds move on is not the tool, it is the fact that a general CRM does not know what a fund does after a deal is created. This guide covers exactly what to export from Attio, how each object maps into Reuben AI, and how to preserve the custom fields your team uses every day.
A parallel run keeps Attio read only for two weeks while the fund lives in Reuben AI. Nothing gets deleted until the team is confident.
Estimated time
2 to 3 weeks
Before you start
- Attio workspace admin access
- List of the custom objects and attributes your team actually uses
- Named owner for the migration inside the fund
- Access to email accounts for reconnection
Field mapping from Attio to Reuben AI
| Attio | Reuben AI | Notes |
|---|---|---|
| People | Contact | Standard attributes and custom attributes both carry over. |
| Companies | Company | Domain, industry, employee count, HQ and custom attributes preserved. |
| Deals | Deal | Pipeline stage translates to Reuben AI investment stage. |
| Custom objects | Custom entities or extensions | Simple custom objects become custom entities. Attribute style objects become entity extensions. |
| Lists | Pipeline views or saved views | Deal lists become pipeline views. Non-deal lists become saved views on the relevant entity. |
| Notes and comments | Deal notes and contact notes | Author, timestamp and thread preserved. |
| Emails and calendar | Activity feed | Reconnected via Google or Outlook sync. |
| Workflows and automations | Reuben AI workflow templates | Translated during onboarding using the four system templates as a starting point. |
Step by step
- Step 1
Export from Attio
Use the Attio export to pull People, Companies, Deals and any custom objects. Include notes, comments and file attachments. Keep everything in one folder.
- Step 2
Document the object model
Write down every custom object and attribute the team relies on. Anything not documented still imports, but is not shown by default.
- Step 3
Map pipeline stages
Line up your Attio Deal stages against Reuben AI investment stages (New, Screening, Diligence, IC, Closing, Portfolio, Passed). Sub stages are supported.
- Step 4
Import into a staging environment
Reuben AI loads the export into a staging tenant. Validate a sample of ten deals, ten contacts and one custom object before promoting.
- Step 5
Reconnect email and calendar
Every team member reconnects Google or Outlook. Historical email is backfilled.
- Step 6
Translate workflows
Attio workflows map into Reuben AI workflow templates. The four system templates (Standard Deal Process, Quick Screening, Due Diligence, Compliance Onboarding) cover most cases.
- Step 7
Run in parallel for two weeks
New deals go into Reuben AI. Attio stays read only. After two weeks with no missed history, archive Attio.
- Step 8
Turn on scoring, diligence and reporting
Switch on Blueprint scoring, the diligence template and the LP reporting cadence. This is the work a general CRM is not built for.
Nothing gets lost checklist
- Every Attio person and company has a Reuben AI record
- Every open deal has a matching Reuben AI deal in the correct stage
- Custom objects the team actually uses are represented
- Notes and comments are attached to the right record with original author and date
- Email and calendar sync is live for every team member
- Attio workflows have equivalent Reuben AI workflow templates or are consciously retired
- One team member owns the archive of the original Attio export
Frequently asked questions
Attio's custom object model is a big reason we chose it. Do we lose that?
No. Reuben AI supports custom entities and typed extensions on any record. The object model is preserved, and the entities now speak the same data layer as scoring, diligence and reporting.
Can we import Attio automations?
Automations are translated into Reuben AI workflow templates during onboarding. Simple triggers map directly. Complex automations are rebuilt as templates that also drive reviewer SLAs and audit trail.
How long does a switch take?
Two to three weeks including the two week parallel run.
Can we roll back to Attio if we change our mind?
Yes. Your Attio workspace is untouched during migration and stays read only during the parallel run.
Talk to the team before you migrate
Book a working session with the founder and a senior engineer. We will map your Attio export against a live Reuben AI environment.
Book a demo