Best CRM Software Tools in 2025
Explore the top CRM software tools of 2025, highlighting AI features, customization options, and pricing to enhance sales and productivity.
Looking for the best CRM software in 2025? Here's the scoop: CRM tools are no longer just databases - they're now AI-powered platforms driving sales, productivity, and customer engagement. With features like predictive analytics, workflow automation, and deep integrations, the right CRM can boost sales by 29%, productivity by 34%, and forecasting accuracy by 42%.
Top Picks for 2025:
- Salesforce Sales Cloud: Best for large enterprises with advanced AI (Einstein AI) and extensive customization. Starts at $25/user/month.
- HubSpot CRM: Great for growing businesses with a free tier and AI-powered marketing tools. Paid plans start at $15/user/month.
- Zoho CRM: Affordable for small businesses with AI (Zia) for lead scoring and predictions. Starting at $14/user/month.
- Pipedrive: Perfect for visual pipeline management and sales teams. Starts at $14/user/month.
- Keap: Ideal for small businesses needing drag-and-drop automation. Pricing available on request.
- Nimble: Social media-focused CRM for relationship management. $24.90/user/month.
- Membrain: Tailored for B2B sales with coaching tools. Pricing available on request.
Quick Comparison Table
| CRM | Best For | Starting Price | Key Feature | AI Capability |
|---|---|---|---|---|
| Salesforce Sales Cloud | Large enterprises | $25/user/month | Customization, integrations | Predictive analytics, lead scoring |
| HubSpot CRM | Growing businesses | Free/$15/user/month | All-in-one platform | AI content & conversation tools |
| Zoho CRM | Small businesses | $14/user/month | Affordable, feature-rich | AI for sales predictions |
| Pipedrive | Sales teams | $14/user/month | Visual pipeline management | AI-powered deal recommendations |
| Keap | Small businesses | Contact for pricing | Drag-and-drop automation | AI content & workflow assistants |
| Nimble | Social media-savvy teams | $24.90/user/month | Social CRM features | Contact enrichment, social insights |
| Membrain | B2B sales teams | Contact for pricing | Sales coaching, analytics | AI-driven sales intelligence |
Whether you're a startup or an enterprise, there's a CRM for you. Dive in to find the perfect fit for your business needs.
Top 10 CRM Systems In 2025 | Best Customer Relationship Management Systems | Best CX Suites
1. Salesforce Sales Cloud
Salesforce Sales Cloud combines classic CRM functions with cutting-edge AI capabilities, making it a powerful tool for businesses aiming to streamline their sales processes.
Best for: Large enterprises and growing businesses seeking extensive customization, advanced automation, and AI-driven sales insights.
AI-powered features
Salesforce Sales Cloud integrates its Einstein AI throughout the platform, delivering predictive analytics, task automation, and actionable customer insights. It uses predictive AI to pinpoint sales opportunities and flag potential risks, while generative AI drafts personalized communications and summarizes customer interactions for efficiency and accuracy [3].
A standout feature, Agentforce, autonomously nurtures leads, freeing up sales teams to focus on tasks that require a human touch [2]. Additionally, Einstein AI analyzes sales calls, offering coaching tips and practical insights to enhance performance.
Media.monks, a global digital agency, utilized Einstein Opportunity Scoring to evaluate the likelihood of converting opportunities and to identify potential risks in their sales pipeline. Laurent Farci, SVP at Media.monks, shared:
"We use Einstein Opportunity Scoring to measure the probability of opportunities being converted to sales and to identify at-risk pipelines. In conjunction with Sales Cloud and Forecasting, it has improved win rate by 14%" [1].
The impact of AI integration is evident across industries. A recent report found that 83% of sales teams leveraging AI saw revenue growth over the past year, compared to 66% of teams not using AI [3].
With its AI foundation, Salesforce Sales Cloud also offers extensive customization options, allowing businesses to tailor the platform to their needs.
Customization capabilities
Salesforce Sales Cloud provides robust customization features that align with any business model. Companies can adjust page layouts, fields, objects, workflows, and user permissions to create a system that mirrors their unique sales processes.
Holmes Murphy, a risk management firm, showcased the value of these customization tools by developing a client risk indicator system. This system automatically flagged at-risk accounts, saving the company 44,000 work hours and $6.9 million through enhanced efficiency and faster renewals [4].
The Ascendix Team highlights the importance of a strategic approach to customization:
"Customization and configuration should always be driven by business value during a Sales Cloud rollout. Rather than overcomplicating the system with unnecessary features, focus on tailoring the platform to support your unique sales workflows" [4].
Integration options
Salesforce Sales Cloud extends its capabilities further with over 2,500 integrations available through the Salesforce AppExchange and tools like MuleSoft [5]. These integrations cover a wide range of applications, including internal communication tools like Slack and Microsoft Teams, email marketing platforms, contract management systems, and electronic signature solutions.
For instance, the Alumni Association of the University of Michigan utilized Sales Cloud integrations to automate event logging and data collection. This enabled the organization to provide real-time access to constituent information across departments, allowing for more targeted communications based on geographic and demographic data [4].
With its AI features, customization flexibility, and integration options, Salesforce Sales Cloud empowers businesses to optimize their sales processes and drive meaningful results.
2. HubSpot CRM
HubSpot CRM is a comprehensive, all-in-one platform designed to meet the needs of businesses of all sizes, offering tools that rival enterprise-level solutions while remaining accessible.
Best for: Small to medium-sized businesses looking for a versatile CRM with powerful free features and scalable paid options.
AI-Powered Features
HubSpot leverages AI through its Breeze AI suite, which simplifies routine tasks and delivers actionable insights. This suite includes three key components: Breeze Copilot for task management, Breeze Agents for workflow automation, and Breeze Intelligence for enriching CRM data [6].
A standout feature is the Customer Agent, which has transformed support automation. By Spring 2025, this enhanced tool resolved over 50% of support tickets, reducing response times by 40% for users [9]. It identifies gaps in knowledge, provides personalized responses for tasks like checking order status or resetting passwords, and processes unstructured data from sources such as PDFs, Knowledge Base articles, and up to 1,000 web pages.
Jessica Park, Senior Product Manager at HubSpot, highlighted the significant impact:
"Customers that have adopted this agent are seeing an average of 50% resolution rates, with some customers reaching up to 90% resolution" [8].
Beyond customer support, HubSpot's AI extends into sales and marketing. Predictive sales forecasting uses historical data and engagement patterns to uncover opportunities, while AI-powered lead scoring ranks prospects based on their likelihood to convert. Additionally, content generation tools assist in crafting blog posts, social media captions, and email subject lines [6][7].
These AI tools not only streamline operations but also allow businesses to adapt the platform to their specific workflows.
Customization Capabilities
HubSpot CRM offers extensive customization options, enabling businesses to tailor the platform to their unique needs. From dashboards and data visualizations to third-party integrations, users can create a system that aligns perfectly with their processes [6].
Advanced customization is possible through UI extensions, which allow modifications across various CRM surfaces such as record middle panes, right sidebars, preview panels, and the Tickets sidebar in Help Desk [10]. Developers can further enhance the platform using React, APIs, and serverless functions.
A practical example comes from Viewrail, a company specializing in custom railings and stairs. Colin Johnson, Revenue Operations Specialist at Viewrail, shared:
"Being able to build a custom card, tap into serverless functions with React, API and different things. It opens a whole new world of flexibility for our business" [11].
With over 228,000 customers across more than 135 countries, the platform supports customization ranging from simple field adjustments to complex workflow automations [6].
Integration Options
HubSpot's integration ecosystem has grown dramatically, featuring over 1,700 apps in its marketplace as of 2025 - up from just over 500 in mid-2020 [12]. These integrations ensure seamless data flow between platforms, supported by HubSpot Data Sync's two-way synchronization.
For example, Vervoe cut acquisition costs by 25% using HubSpot's Google Ads integration, which enabled them to build lookalike audiences that converted at double the usual campaign rate [12]. Similarly, Yorkshire Fabric Shop saved at least 4 hours per month per customer by using Insycle to clean and manage CRM data, freeing up time for customer success efforts [12].
William Westerlund, Co-Founder of Almvest, praised HubSpot's integration capabilities:
"In a matter of minutes, Databox provides us with day-to-day insights. Because of its smooth integration with HubSpot, you'll think that HubSpot has insider knowledge!" [12].
Pricing Flexibility
HubSpot CRM offers a free tier that includes essential CRM functions like contact management, deal tracking, and basic reporting. This version is ideal for startups and small businesses, as it has no time or user limits.
For businesses looking to expand, HubSpot provides paid plans with additional features such as advanced automation, custom reporting, and enhanced AI tools. This tiered pricing model allows companies to start small and scale their investment as they grow, eliminating the need for large upfront costs.
Andy Pitre, EVP of Product at HubSpot, underscored the platform's focus on accessibility:
"SMBs don't need more AI hype - they need technology that helps. The products we're launching in our Spring 2025 Spotlight are helping teams move fast on AI and solve their go-to-market challenges. We've embedded AI throughout our entire platform so businesses of any size can start seeing value immediately, without massive teams or budgets" [9].
3. Zoho CRM
Zoho CRM is a feature-rich customer relationship management platform designed to cater to small and medium-sized businesses, blending AI-powered tools with extensive customization options.
Best for: Small to medium-sized businesses seeking an affordable CRM with advanced AI features and tailored customization.
AI-Powered Features
At the heart of Zoho CRM's AI capabilities is Zia, a smart assistant that simplifies and enhances CRM operations. Zia processes vast amounts of sales and customer data, offering predictive insights, automating repetitive tasks, and providing intelligent lead and deal scoring based on historical trends and engagement metrics. Users can interact with Zia using natural language prompts to tailor CRM views, adjust team modules, and create intricate workflows [13].
Mani Vembu, CEO of Zoho, highlights Zia’s role in making CRM tools more accessible:
"As we make CRM accessible with the launch of CRM for Everyone, we also need to build in capabilities that make it easy for anyone to build and extend CRM with simple prompts, without having to be an expert in the system. This is where Zia's advanced capabilities come in." [13]
Zia also supports sales forecasting by analyzing trends to deliver actionable predictions. Its communication intelligence features include email summarization and subject line suggestions, helping sales teams streamline their correspondence [14][15]. While Zia has a G2 rating of 4.0/5, users appreciate its ability to automate routine tasks, though some feel its email and call intelligence could be more advanced compared to specialized AI tools [14].
These AI-driven tools empower businesses to optimize workflows and improve efficiency.
Customization Capabilities
Beyond AI, Zoho CRM offers a high level of customization, enabling businesses to align the platform with their needs. Features like conditional fields, validation rules, and subforms ensure that only relevant data is captured and displayed, simplifying data management.
Deepak Ramkrishna, Head of Marketing & Communications at Marathon Realty, shared his experience with Zoho CRM:
"The migration went faster than we expected. The user-friendliness is better than Salesforce. We achieved about 99% of the customizations that we wanted at a much lower cost than Salesforce. In terms of an intuitive user interface, the Blueprint feature is especially great. That really simplifies the data capture for all our front line teams, which was a bit of an issue with Salesforce." [17]
The platform allows sales teams to create tailored page layouts and workflows to match their processes. For businesses operating globally, Zoho CRM supports multiple languages and currencies. Additionally, custom functions let users define business logic without requiring coding expertise [16].
Aurian De Maupeou, Co-Founder of Selectra, praised Zoho CRM’s flexibility:
"Zoho CRM is essentially the brain of our company. It holds all of our memory. My executives can generate workflow loads and custom functions themselves. It's incredibly useful for us; we can accomplish new initiatives quickly. Zoho's competitive pricing also significantly contributes to the company's EBITDA and thus to its success." [17]
Integration Options
Zoho CRM integrates seamlessly with a wide range of tools, including office suites, telephony, messaging platforms, financial systems, document management, and marketing automation software [18][20].
In early 2025, Zoho enhanced its communication tools with deeper integrations for WhatsApp for Business and Line. WhatsApp users can now manage message templates, automate delivery, and preview audio clips directly within the CRM, while Line integration supports message management, conversation assignment, and file sharing - all within the same interface [19].
Ben Sopczyk from Apex Solar Power highlighted the email integration benefits:
"BIG bonus points for the ability to seamlessly integrate Gmail with the platform, letting me see my entire email history with any of the leads or contacts in the platform at the record level." [18]
For businesses requiring tailored automation workflows, Zoho Flow provides over 40 triggers and actions, alongside more than 100 prebuilt templates specifically for Zoho CRM [20]. Additionally, Latenode's automation platform expands these capabilities, connecting Zoho CRM with over 300 applications. This allows businesses to streamline tasks like lead qualification and data analysis effortlessly.
Pricing Flexibility
Zoho CRM offers tiered pricing to accommodate different business needs. Plans start at $14 per user/month for the Standard plan (billed annually), progressing to $23 for Professional, $40 for Enterprise (with Zia’s AI), and $52 for the Ultimate plan, which includes all features [14][17].
Paul Grimes, Chief Operating Officer at Lubrication Engineers, shared how Zoho CRM has supported their growth:
"Our business has grown over the last few years. Zoho has increased our internal productive information sharing and capacity as much as 15 to 25%. Zoho continues to modify, adapt, grow, and add things to the platform that our business sees value in. It's absolutely been a perfect marriage in terms of the ability to adopt new ideas and new concepts to create an ecosystem of apps that talk to each other and operate within our business." [17]
4. Pipedrive
Pipedrive is a CRM platform designed specifically for sales teams, offering a visually intuitive approach to managing sales pipelines. Its focus on automation and ease of use aligns with the growing need for streamlined CRM solutions in 2025.
Best for: Small and medium-sized businesses looking for a user-friendly, sales-focused CRM with customizable tools and visual deal tracking.
AI-Powered Features
Pipedrive incorporates artificial intelligence to simplify routine sales tasks and enhance team productivity. According to Pipedrive's State of AI in Business report, nearly 80% of businesses cite productivity gains as their primary reason for adopting AI tools [23].
Key AI-driven features include:
- Sales Assistant: Tracks pipeline activity and suggests actionable next steps.
- AI Email Generator and Summarizer: Crafts personalized emails and condenses lengthy conversations, saving time and effort [21][22].
- AI-Generated Sales Reports: Delivers instant, data-rich insights through text input, eliminating the complexity of manual reporting [22].
- AI-Powered Marketplace Search: Leverages natural language processing to help users discover relevant third-party tools that fit their workflows [22].
Additionally, Pipedrive's AI Agents handle repetitive tasks like scheduling and data entry, allowing sales teams to prioritize relationship building over administrative work [23].
Research underscores the value of automation: professionals who automate tasks are 16% more likely to meet their goals, while sales and marketing teams with access to automation tools report 22% higher job satisfaction [24].
Customization Capabilities
Pipedrive excels in its ability to adapt to unique sales processes, offering a highly flexible and visually driven pipeline system. Users can rename, reorder, add, or delete stages to align pipelines with their specific workflows. The platform also supports managing multiple pipelines simultaneously, making it easier to oversee diverse product lines or sales strategies [26].
Franziska Palumbo-Seidel, CEO and Founder of Key Search, shared how Pipedrive's adaptability supported her company's growth:
"Pipedrive adapts well to what we need, and I like that. Unlike other CRM solutions, it fits our needs and doesn't force us to simply conform to what it can provide." [25]
Her team implemented over 100 automations after adopting Pipedrive, resulting in a 40% acceleration in processes. She further noted:
"I think that without Pipedrive, we would not have grown so fast. We must hire additional consultants now because the system is getting bigger and we need more help!" [24]
Integration Options
Pipedrive integrates seamlessly with over 300 tools through its Marketplace, covering categories like lead generation, email marketing, accounting, and project management [28][30]. Globally, more than 100,000 users leverage these integrations to scale their operations [27].
Integration options include:
- Native integrations via the Marketplace: Directly connect with popular tools.
- Third-party connectors like Zapier: Automate workflows across platforms.
- API connections: Enable custom integrations tailored to specific business needs [28].
For businesses seeking advanced automation, Latenode enhances Pipedrive's capabilities by connecting it with over 300 additional applications. This allows for the creation of complex workflows, such as syncing lead data, automating follow-ups, and generating multi-system reports.
Integration costs vary, starting at around $35 per user and reaching over $100 per user for more comprehensive setups [29]. To maximize value, businesses should first analyze their sales processes to pinpoint manual tasks, data bottlenecks, and communication challenges [28].
Pricing Flexibility
Pipedrive offers tiered pricing plans to accommodate businesses of all sizes, from startups to expanding enterprises. These plans range from basic pipeline management tools to advanced automation and customization options, ensuring scalability as business needs evolve.
The team at J'achète en Espagne highlighted the benefits of Pipedrive's flexibility:
"Thanks to the integrations that Pipedrive provides and the 100% customizable features, we are now very quick in calling our customers and following up." [26]
5. Ontraport
Ontraport is a robust CRM solution designed to cater to businesses seeking a powerful yet budget-friendly platform. It integrates marketing automation, sales tools, and customer support into a single system, making it an attractive option for companies aiming to streamline their operations without compromising on functionality.
Best for: Small to medium-sized businesses that require a CRM with advanced automation and extensive customization options tailored to marketing, sales, and operational workflows.
AI-Powered Features
Ontraport uses artificial intelligence to handle repetitive tasks and improve customer interactions. Its smart pipelines, task automation, and lead scoring features simplify communication, while AI-driven chat responses help resolve issues more efficiently.
The platform extends its capabilities through third-party integrations like Daily.ai and Aimdoc. These tools automate newsletters, manage personalized conversations, qualify leads, and even schedule meetings. Studies show that businesses with well-coordinated marketing, digital, and customer experience teams see 1.6x faster revenue growth and 1.4x better customer retention [32]. Ontraport leverages AI to deliver timely, personalized interactions across email, SMS, sales, and support channels, ensuring a cohesive customer experience.
Customization Capabilities
One of Ontraport's standout features is its extensive customization, which allows businesses to tailor the platform to their specific needs. With prebuilt templates for over 150 industries, companies can start with a ready-made framework and adjust it to match their unique workflows [33].
The platform enables users to design custom databases for organizing client and prospect information. Record layouts can be personalized to display relevant details for different team roles, and custom fields ensure that all critical data is captured and well-organized.
Romain Bisseret from In Excelsis praised Ontraport for its adaptability:
"One system to rule them all. The biggest advantage of Ontraport for us is its versatility, built on strong foundations. It's the fact that whatever you want to build, in terms of marketing or sales automations, there's a way to do it … I do consider Ontraport as a competitive advantage in my industry (and I would in any small to medium business, honestly)." [33]
Customization options vary by plan. Pro and Enterprise plans, for instance, unlock advanced features such as unlimited custom fields and role-based navigation, which displays tools and information tailored to specific team roles. The Enterprise Plan also includes custom roles and permissions, ensuring teams only see what’s relevant to their tasks.
Integration Options
Ontraport supports a wide range of integrations to simplify workflows and synchronize data across different business functions. With over 100 direct integrations, the platform connects seamlessly to tools in categories like accounting (e.g., QuickBooks, Xero), e-commerce (e.g., Shopify, WooCommerce, SamCart), and payment processing (e.g., Stripe Connect, PayPal, Authorize.net). It also integrates with marketing tools like ClickFunnels and Leadpages, as well as various social media platforms.
For custom workflows, Ontraport works with API helpers like Zapier, Make, and WP Fusion, requiring minimal technical expertise. While Ontraport’s support team assists with Zapier and built-in integrations, third-party integrations may need guidance from their respective providers. Developers can also use Ontraport’s open API to create custom integrations, with a sandbox account available for testing before implementation.
Pricing Flexibility
Ontraport offers several pricing tiers to accommodate businesses at different stages of growth.
- Basic Plan: Starting at $24/month, this plan is ideal for small teams needing essential CRM tools.
- Plus Plan: Beginning at $83/month, it includes advanced automation and higher contact limits.
- Pro Plan: At $124/month, it adds deeper customization and enhanced reporting.
- Enterprise Plan: Starting at $249/month, it unlocks unlimited custom fields, advanced role-based permissions, and priority support.
Additionally, businesses can add features like the Dynamic CMS, starting at $41/month, for creating custom objects.
Stephanie M., a G2 reviewer, highlighted the platform's affordability:
"Equivalent to HubSpot in functionality for less money." [31]
This cost advantage makes Ontraport an appealing choice for growing businesses that need high-level features without the hefty price tag. With over 500 five-star reviews, users frequently commend its comprehensive capabilities and competitive pricing [31][33]. G2 reviews reveal that Ontraport outperforms HubSpot in 73% of categories, showcasing its effectiveness across key CRM metrics [31].
6. Nimble
Nimble is a relationship-focused CRM designed to help small businesses manage customer connections across social media, email, and traditional sales channels. Recognized by G2 as a top-rated simple smart CRM for Microsoft 365 and Google Workspace for nine years running, it’s a trusted tool for teams that prioritize social selling and engagement.
Best for:
Small to medium-sized businesses seeking a platform that combines CRM capabilities with social media engagement and relationship management.
AI-Powered Features
Nimble is evolving beyond a traditional CRM into an AI-powered platform, according to CEO Jon Ferrara. The software simplifies tasks like contact enrichment, lead capture, and personalized outreach, reducing manual effort while improving customer interactions. Its AI features include automated lead capture, enriched contact details, and tailored email communication. By 2025, Nimble plans to roll out advanced tools such as AI Agents for smarter selling and AI Email Optimization to further enhance sales and marketing strategies.
The platform’s impact is evident in real-world examples. Marc Scott, CEO & Founder of VOpreneur, shared:
"In the first two weeks of using Nimble, VOpreneur generated several thousand dollars in work by prompting timely engagement opportunities." [34]
Integration Options
Nimble integrates with nearly 200 applications, ensuring smooth data flow across platforms. It works seamlessly with Microsoft 365 and Google Workspace. Notable integrations include PhoneBurner, added in April 2024, which boosts sales team efficiency by enabling them to contact up to 80 leads per hour, and Microsoft Teams, integrated in June 2021, which streamlines collaboration by allowing users to prepare for meetings, log details, and follow up - all within the Teams environment.
For businesses looking to build custom workflows, Nimble’s functionality can be extended with Latenode. Using Latenode, teams can automate processes like capturing leads, updating contact records, sending personalized follow-ups, and tracking engagement metrics, all within a centralized dashboard.
With these integrations enhancing its usability, Nimble offers a flexible and transparent pricing structure.
Pricing Flexibility
Nimble keeps pricing simple with a single Business Plan at $24.90 per user per month (billed annually) or $29.90 per user per month (billed monthly). This plan includes essential CRM features, 25,000 contact records, and 2 GB of storage per user. Businesses can also choose optional add-ons like Email Marketing, Data Enrichment, and Web Forms, or increase their contact and storage capacity as needed. Sergey Gvozdetskiy, Sales Manager at Cleveroad, noted:
"Nimble is priced to help us invest without worrying about our budget." [35]
New users can explore the platform risk-free with a 14-day trial that supports up to 5 licenses.
7. Membrain
Membrain stands out among CRM platforms by emphasizing sales execution and continuous coaching, specifically tailored for B2B teams. Unlike traditional CRMs that primarily store data, Membrain focuses on improving win rates by offering structured guidance, analytics, and sales playbooks to promote consistent and effective selling practices [36].
Best for:
B2B sales teams looking for a CRM that integrates sales execution, coaching, and a tailored methodology to enhance win rates and maintain consistent sales processes.
Let’s take a closer look at how Membrain’s AI features are reshaping sales strategies.
AI-Powered Features
Membrain incorporates AI to provide real-time insights and streamline workflows. Key features include AI-powered summarization, automation tools to minimize manual tasks, and "AI Compose", a productivity tool designed to enhance team collaboration. Additionally, Membrain is working on an "Insight Engine" to transform reporting into proactive sales intelligence [37].
Customization Capabilities
Membrain offers a high level of flexibility, enabling users to design and refine their sales processes with ease. Teams can set custom benchmarks, define contextual activities, and establish KPIs that align with their unique workflows [38]. Through its Sales Enablement Marketplace, Membrain also provides pre-configured packages based on well-known methodologies like Baseline Selling, Winning by Design, Value Selling System, SalesStar, and Predictable Prospecting [39].
"Membrain and its integrated Content Hub can be easily customized to fit each organization's unique sales strategy and methodology" [38].
Users can adapt the platform to their needs by adding, modifying, or removing steps in their sales processes. Custom fields can also be created to align with specific workflows.
Beyond customization, Membrain integrates seamlessly with essential business tools, simplifying operations.
Integration Options
Membrain supports a wide range of integrations through native connections, Zapier, and custom APIs [40]. It connects with platforms like Microsoft Dynamics 365 Business Central and Fortnox, as well as popular marketing tools such as Mailchimp, ActiveCampaign, and HubSpot. Communication tools like Gmail, Microsoft Outlook Calendar, Google Calendar, Office 365, Zoom, Microsoft Teams, and Slack are also supported. Additionally, it integrates with document management systems like Google Drive, OneDrive, DocuSign, and Oneflow [40].
Pricing Flexibility
Membrain offers three modules - Prospecting, Active Pipeline, and Account Growth - each including free CRM functionality [41]. This modular pricing model allows teams to choose the specific tools they need while maintaining access to core CRM features. It’s particularly appealing for organizations that focus on optimizing their sales processes and enhancing team coaching. This structure underscores Membrain's emphasis on scalable, process-oriented sales solutions.
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8. Salesmate
Salesmate is an AI-powered CRM designed to streamline sales processes and drive revenue growth [45].
Best for:
Small to medium-sized businesses looking for a CRM with AI assistance, extensive customization options, and seamless integrations.
Here’s a closer look at how Salesmate’s AI features, flexibility, and integrations make it stand out.
AI-Powered Features
At the heart of Salesmate is Sandy AI, an intelligent assistant that simplifies day-to-day tasks by automating repetitive actions and reducing manual effort. From managing records and drafting emails to summarizing conversations and transcribing sales calls, Sandy AI handles it all [42]. It also assists with scheduling and rescheduling meetings, tracks availability, and supports multiple languages. With voice commands, users can quickly access contact details, while AI-generated email drafts and automatic summaries enhance productivity. These tools not only save time but also help sales teams engage more effectively with customers, leading to faster sales cycles.
Customization Capabilities
Salesmate is built with flexibility in mind, allowing users to tailor the platform to their specific sales processes. Each module can be adjusted to align with unique workflows - features can be renamed or disabled entirely [45]. Businesses can add up to 200 custom fields to capture detailed information about contacts and deals, define custom activity types for tracking interactions, and create personalized views, segments, and reports using advanced filters [78, 79]. Teams can also set up multiple sales pipelines with distinct stages, assign user roles with specific permissions, and operate across different currencies and time zones [78, 79]. Additional features, like customizable web forms for lead capture, ensure the platform adapts to various business needs while maintaining a cohesive experience.
Integration Options
Salesmate’s ability to integrate with a wide array of tools ensures a unified approach to sales management. It connects with over 700 applications, including widely used platforms like Google, Microsoft, and Slack, making it ideal for businesses that rely on multiple tools [43]. Native integrations include Google Meet, Zoom, Gmail, MS Exchange, Outlook, Google Calendar, Google Drive, QuickBooks Online, and Slack [44]. Beyond these, Zapier expands connectivity to thousands of additional apps, while PieSync enables real-time contact synchronization with tools like MailChimp and ActiveCampaign [77, 78]. For advanced needs, Salesmate’s API capabilities allow businesses to create automation workflows using platforms like Latenode, enabling tasks such as syncing CRM data, generating documents, and integrating AI-driven processes.
Pricing Flexibility
Salesmate’s pricing is designed to accommodate businesses of different sizes, providing access to essential CRM features across all plans. Its modular structure allows teams to select features that match their specific needs and budget. This affordability, combined with advanced AI tools, makes Salesmate an appealing choice for growing businesses seeking powerful CRM capabilities without the high costs of enterprise solutions. It’s no surprise that over 8,500 businesses worldwide rely on Salesmate, valuing its balance of functionality and cost-effectiveness [45].
9. Nutshell
Nutshell is a CRM platform tailored for small and mid-sized businesses, offering an intuitive interface alongside tools designed to enhance sales processes. Impressively, 86% of users recommend Nutshell, with 70% reporting a 30% boost in lead conversion through its pipeline management features [48][49].
Best for:
Small to medium-sized businesses looking for a CRM that combines ease of use, customization, seamless integrations, and flexible pricing to meet evolving business needs. The platform simplifies operations while accommodating unique sales workflows.
Customization Capabilities
Nutshell excels in aligning with specific business requirements, thanks to its extensive customization options. Users can tailor pipelines to reflect their processes and create custom roles with unique permissions for precise data control [46]. Additionally, the platform offers customizable dashboards and reports, allowing businesses to focus on the metrics that matter most [47][48]. This adaptability has earned Nutshell a 4.2/5 rating on both Gartner Peer Insights and Research.com [47][49]. While its balance of features and simplicity is a highlight, some users may face challenges when configuring more complex pipelines [47].
Integration Options
Nutshell’s integration capabilities ensure smooth connectivity with essential tools, making it a versatile choice for businesses. It supports native integrations, Zapier connections to over 5,000 apps, and access to its AppConnect Marketplace [51][52]. These integrations span critical areas such as email marketing, online meeting scheduling, text messaging, project management, VoIP services, and more [52]. Recent additions, like Jotform - used by over 25 million users - simplify data collection and workflows. Meanwhile, integrations with Microsoft 365 and Slack enhance team collaboration and productivity.
Pricing Flexibility
Nutshell offers straightforward pricing that adapts to business growth. The platform includes five sales plans, ranging from the Foundation plan at $13 per user per month to the Enterprise plan at $79 per user per month. All plans come with unlimited storage, contact management, email/calendar sync, customizable pipelines, and free live support [53]. The Marketing Suite and Engagement Suite include free Foundation tiers, with Pro tiers available at $49 and $16 per user monthly, respectively. Additional features like ProspectorIQ ($37/month), extra SMS options ($15/month), and Nutshell Quotes ($45/month) can be added as needed [53]. A 14-day free trial is also available. Compared to enterprise-level competitors like Salesforce and HubSpot, Nutshell is praised for its affordability, ease of deployment, and user-friendly design [53][54].
10. Close
Close stands out among CRM platforms with its specialized focus on boosting phone-driven sales efficiency. In 2024 alone, it facilitated $690 million in won opportunities, supported by 100 million calls and 7.7 million meetings [56]. Designed for sales teams that thrive on direct customer engagement, Close combines advanced calling tools with AI insights to streamline workflows and maximize productivity.
Best for:
Sales teams that rely heavily on phone communication, need seamless phone integration, and benefit from AI-enhanced tools for call analysis and pipeline management.
AI-Powered Features
Close leverages AI to elevate sales effectiveness with tools like Lead and Email Summaries and its AI Rewrite Assistant [56]. The platform's Close GPT feature is particularly versatile, generating prospecting lists, meeting agendas, and relationship summaries based on natural language prompts.
One standout feature is the Call Assistant, which transcribes and summarizes calls, saving sales teams from the hassle of manual note-taking. Priced at $50 per month plus $0.02 per minute, this tool ensures that critical call details are consistently captured and easily accessible [57]. Additionally, Close organizes CRM data into multiple, intuitive views, making it easier for teams to gather and act on insights [56].
Customization Options
Close offers a high degree of customization, allowing users to tailor fields, reports, views, pipelines, and workflows to fit their specific sales processes. This flexibility can help drive measurable growth, with structured management potentially increasing sales performance by up to 15% [58].
"Changing our CRM to Close is one of the best decisions we made. The platform receives new updates all the time and really shines compared to every other CRM" [57].
This testimonial from Mike Corradini, CEO of ProductMentor, highlights the platform's consistent evolution and effectiveness.
Integration Capabilities
Close integrates seamlessly with a wide range of tools across analytics, automation, communication, customer success, and marketing categories [59]. It supports native integrations, Zapier connections, and one-click links for quick lead access. Popular integrations include HubSpot for two-way sync, Zoom for meeting management, and Fireflies.ai for call transcriptions [60][61]. This extensive ecosystem simplifies workflows and reduces the need to switch between apps [62].
Pricing and Scalability
Close offers flexible pricing tiers to accommodate different team sizes and call volumes. The AI Call Assistant, available at $50 per month plus usage fees, is a valuable add-on for teams focused on optimizing their phone-based sales processes [57].
Oscar Salomon Avila from Blu Capital shared his experience with Close:
"I can automate responses, emails and trigger actions very easily, improving my chances of closing a lot more sales" [55].
11. Copper
Copper CRM is designed specifically for businesses using Google Workspace, offering seamless integration that eliminates the hassle of switching between platforms. As a Google-backed company and a Recommended for Google Workspace app, Copper integrates directly with Gmail, Calendar, and Drive, making it a natural fit for teams already immersed in the Google ecosystem [68]. Its design prioritizes ease of use and compatibility with widely adopted tools, ensuring it fits smoothly into modern workflows.
Best for:
Small to medium-sized businesses using Google Workspace, looking for a CRM that integrates effortlessly into their existing tools without requiring extensive setup.
AI-Powered Features
Copper leverages AI to simplify repetitive tasks and enhance decision-making. For example, its AI capabilities automatically categorize emails and communications, saving time by providing relevant search results instantly [64]. By analyzing historical data, Copper's AI can also predict customer behaviors, helping sales teams craft more effective strategies [64]. Additionally, it offers AI-driven email templates for outreach and instant replies based on past interactions, improving customer engagement [63][64].
These AI tools, combined with Copper's seamless integrations, create a streamlined and efficient workflow for users.
Integration Options
Copper’s deep integration with Google Workspace allows users to view a complete interaction history directly within Gmail, Calendar, and Drive - no need to switch between tabs [67][68]. As Kelly Jennings, Studio Director at Exit Design, shared:
"With Copper, there was almost no setup time since it worked with Gmail. Plus, there were all these integrations that we could use right away. We were sold." [65][68]
Beyond Google Workspace, Copper connects with popular tools like Slack, Zoom, and Mailchimp, offering two-way sync to ensure databases stay updated [67][65]. It also integrates with project management platforms, automatically logging data when deals close [66]. Automation features enable teams to trigger actions - such as creating leads, sending welcome emails, or scheduling follow-ups - based on customer activities. This was particularly valuable during the pandemic when 63% of small businesses turned to automation to adapt their operations [66].
Customization Capabilities
Copper offers flexibility for customizing fields, reports, views, and pipelines, enabling teams to tailor the CRM to their specific needs without unnecessary complexity. A representative from Campfire Labs noted:
"There was a lot of flexibility with Copper, and I knew that it could be built upon. We could have a simple pipeline today and a complex pipeline or multiple pipelines in the future… It's very scalable." [65]
Its visual pipelines provide an intuitive way to track tasks and monitor progress [69]. Users can also customize automations to align with their unique sales processes [65][66]. This balance of simplicity and adaptability supports businesses as they grow and evolve.
Pricing Flexibility
Copper’s pricing structure is subscription-based, with annual billing and a 14-day free trial that doesn’t require a credit card [70][71]. The plans are designed to suit businesses of various sizes:
| Plan | Price (per user/month) | Contact Limit | Best For |
|---|---|---|---|
| Starter | $12 | 1,000 contacts | Freelancers and small teams needing basic CRM |
| Basic | $29 | 2,500 contacts | Small teams organizing sales pipelines |
| Professional | $69 | 15,000 contacts | Scaling teams automating sales and marketing |
| Business | $134 | Unlimited contacts | Larger enterprises with complex requirements |
All prices are in USD and exclude taxes [71].
Copper’s quick setup and immediate usability often make the investment worthwhile. Kelly Jennings from Exit Design highlighted the platform’s efficiency:
"It took us 3 months at HubSpot and it took us 3 days to get up and running at Copper. Copper is so much easier for a small team." [65]
12. Keap
Keap is a comprehensive CRM platform trusted by over 200,000 small businesses. It combines contact management with marketing automation, helping businesses streamline their sales processes while maintaining a personal touch with customers [72]. With over 20 years of experience, Keap has built a reputation for reliability and ease of use. Its tagline captures this simplicity: "If you can drag and drop, you can automate your business using Keap" [72].
Best for:
Small businesses looking for an all-in-one CRM that simplifies contact management and marketing automation without requiring technical skills.
AI-Powered Features
Keap's AI tools - AI Content Assistant and AI Automation Assistant - are designed to save time and enhance productivity. "Keap AI gives you two AI tools in one because it comes with the AI Content Assistant and AI Automation Assistant" [73]. These tools draw from Keap's decades of experience with small businesses to create impactful content and workflows.
The AI Content Assistant specializes in crafting brand-aligned copy for marketing campaigns, emails, and customer interactions. It adjusts tone, language, and even humor to suit your brand's voice, ensuring communications resonate with your audience [74]. On the other hand, the AI Automation Assistant simplifies the creation of automation workflows, enabling users to nurture leads and strengthen customer relationships without needing technical expertise.
These AI tools help businesses reclaim valuable time, with users reporting an average savings of 4 hours per week [72]. They also work seamlessly with Keap's customization features, making them a natural extension of the platform.
Customization Capabilities
Keap excels in customization, offering tools that adapt to diverse business needs with ease. Users can add custom fields, tags, and values directly within editing forms, skipping the need to navigate through separate admin panels [75]. This flexibility extends to designing personalized templates and building automation workflows, whether simple or complex [75].
Keap’s customization has delivered measurable results for businesses across industries. For instance, WBTrading doubled its monthly revenue and achieved 140% business growth by leveraging Keap’s tailored features [72]. Similarly, Wholistic Health Boss saw a 200% increase in revenue while saving 36 hours per month through customized automation workflows [72].
The platform's customization capabilities have earned a high satisfaction rating of 9.1/10 for its flexibility with customizations, add-ons, and integrations [75].
Integration Options
Keap integrates effortlessly with over 5,000 apps through Zapier, certified integrations, and an open API [76]. This extensive connectivity allows businesses to unify their tech stacks and eliminate repetitive data entry.
For example, Quoter's integration with Keap automates the process of creating quotes and syncing customer data. Businesses with unique needs can take advantage of Keap’s free developer partner program or work with Keap Certified Developer Partners to build tailored solutions [76]. Additionally, Keap integrates with Thryv Marketing Center, enabling automated follow-ups and enhancing its marketing automation capabilities [77].
CRM Software Comparison Table
Here’s a breakdown of various CRM platforms, highlighting their pricing, ideal use cases, standout features, and AI capabilities to help you make an informed choice.
| CRM Platform | Starting Price | Best For | Key Strengths | AI Capabilities |
|---|---|---|---|---|
| Salesforce Sales Cloud | $25/user/month | Large enterprises | Advanced automation, robust integrations, scalability | Einstein AI for predictive analytics and lead scoring |
| HubSpot CRM | Free (Paid from $15/user/month) | Growing businesses needing marketing integration | All-in-one platform, excellent free tier, user-friendly | Content Assistant and conversation intelligence |
| Zoho CRM | $14/user/month | Small to mid-sized businesses seeking affordability | Comprehensive feature set, competitive pricing, customization | Zia AI for sales predictions and anomaly detection |
| Pipedrive | $14/user/month | Sales teams focused on pipeline management | Visual pipeline, ease of use, sales-centric design | AI-powered sales insights and deal recommendations |
| Ontraport | Contact for pricing | Businesses needing CRM plus marketing automation | Built-in email marketing and e-commerce integration | Basic automation triggers and behavioral tracking |
| Nimble | Contact for pricing | Social media–savvy sales teams | Social CRM features and robust contact intelligence | Social listening and contact enrichment |
| Membrain | Contact for pricing | B2B sales teams with complex processes | Integrated sales methodology and coaching tools | Sales analytics and performance insights |
| Salesmate | Contact for pricing | Small businesses wanting simplicity | Built-in phone and email sequences, affordable pricing | Basic automation and lead scoring |
| Nutshell | $13/user/month | Teams needing sales and marketing in one platform | User-friendly interface, world-class support, affordability | Automated lead assignment and follow-up suggestions |
| Close | $49/user/month | Small businesses under 100 people | Integrated calling/texting and quick operations | Basic communication automation |
| Copper | $12/user/month | Google Workspace users | Native Google integration and simplicity | Basic automation and pipeline insights |
| Keap | Contact for pricing | Small businesses wanting drag-and-drop automation | Marketing automation, ease of use, and reliability | AI Content Assistant and AI Automation Assistant |
Key Takeaways
Entry-level CRM pricing typically falls between $12–$14 per user/month, with HubSpot standing out for its free plan and Close offering enhanced communication tools at $49 per user/month. Platforms like Salesforce Einstein and Zoho's Zia provide advanced AI-driven analytics, such as predictive insights and anomaly detection, while Keap caters specifically to small businesses with its dual AI assistants.
Each platform supports a range of integrations to enhance functionality. Salesforce and HubSpot are noted for their extensive native integrations, while Copper is particularly tailored to users of Google Workspace.
"Close CRM claims to save businesses '5x on prior spending' compared to enterprise alternatives" [55].
"Nutshell is positioned as more user-friendly than HubSpot, without sacrificing functionality" [50].
Conclusion
Choosing the right CRM in 2025 requires careful consideration of your business’s size, goals, and specific operational needs. With 80% of organizations aiming to fully automate their processes [80], selecting a CRM that can scale with your growth is more important than ever.
For startups and small businesses, HubSpot CRM offers an excellent free tier to get started, while Zoho CRM delivers a broad set of features at a budget-friendly price. If your team prioritizes email campaigns and visual pipeline management, Pipedrive is a strong contender.
Mid-sized businesses often need a balance of powerful automation and user-friendly design. Salesmate helps small business owners create efficient workspaces, and Nutshell provides great value paired with exceptional customer support.
Enterprises with complex needs will benefit from platforms offering advanced automation, scalability, and AI capabilities. Salesforce Sales Cloud, with its Einstein AI and extensive integration options, is a top choice for large-scale operations.
As AI adoption continues to evolve across sales teams, integration becomes a key factor. Freshsales, recognized for its advanced AI features, is a standout option for teams looking to leverage cutting-edge intelligence [78].
To make the best decision, take advantage of free trials to test functionality, define clear objectives during evaluation, and involve your team in the process. For businesses with unique automation requirements, consider integration tools that connect your CRM with other essential apps using AI-driven workflows.
As 87% of executives predict generative AI will augment rather than replace job roles [79], selecting a CRM that supports your team’s growth in an AI-enhanced landscape is essential. Thorough testing and evaluation will ensure your chosen platform aligns with your goals and prepares your business for the future.
FAQs
How does AI in CRM software improve sales and customer engagement?
AI integration in CRM software is reshaping how businesses approach sales and customer engagement. It simplifies repetitive tasks, provides predictive insights, and tailors interactions to meet individual customer needs. For instance, AI can sift through customer data to anticipate future preferences, enabling companies to design precise marketing campaigns and offer timely, relevant solutions. This ensures customers feel understood and valued.
AI-driven tools such as chatbots and recommendation systems further enhance efficiency by addressing routine questions and offering actionable suggestions. By automating these tasks, teams can devote more time to nurturing meaningful customer relationships. The result? Improved operational efficiency, higher customer satisfaction, and stronger loyalty that ultimately boosts revenue.
What should businesses look for when choosing a CRM software in 2025?
When choosing a CRM in 2025, businesses should prioritize factors that align with their specific needs and support future growth. A platform's scalability is crucial for handling business expansion, while robust customization options ensure it can align with unique workflows and processes. Equally important is ease of use, which encourages team adoption and helps boost overall productivity.
It's also wise to examine how well the CRM can integrate with existing tools, as seamless integration can simplify operations. Pay close attention to its core features - such as reporting, automation, and mobile accessibility - to confirm they match your business objectives. Lastly, evaluate its cost-efficiency by considering expenses like licensing, upgrades, and maintenance. Don’t overlook AI capabilities, as these can enhance customer interactions and provide sharper insights through advanced data analysis.
What are the best affordable CRMs with advanced AI features for small businesses?
If you're a small business searching for a cost-effective CRM that incorporates powerful AI capabilities, two strong contenders to consider are Zoho CRM and HubSpot CRM.
Zoho CRM shines with its smart automation tools, AI-driven insights, and flexible customization options - all offered at a price that suits smaller budgets. Meanwhile, HubSpot CRM provides a free plan packed with robust AI-powered features, making it a fantastic choice for startups or businesses taking their first steps in customer relationship management. Both platforms balance affordability with advanced technology, helping small businesses streamline their processes and enhance customer interactions.
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