Customer relationship management (CRM) systems benefit businesses by automating tasks, centralizing customer data, improving collaboration, and providing insights for targeted email marketing. However, selecting the right CRM system from the multitude of options can be daunting. Some CRM systems offer just the features essential for small businesses, while others are robust enough to meet the demands of large enterprises. PCMag has been reviewing solutions from leading and lesser-known vendors for over a decade, helping to ease your decision-making process. Apptivo is our Editors' Choice winner in the category for its excellent flexibility and deep lead profiles, but all of the services below are worthwhile options for your business. Make sure to click through to our in-depth reviews of each and read our buying guide for more CRM advice.
Overview
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![Apptivo CRM]()
Best OverallApptivo CRM
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![Creatio CRM]()
Best for Larger CompaniesCreatio CRM
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![HubSpot Smart CRM]()
Easiest to UseHubSpot Smart CRM
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![Insightly CRM]()
Best Setup ProcessInsightly CRM
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![Salesforce Starter Suite]()
Best for Salesforce UsersSalesforce Starter Suite
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![SugarCRM Sugar Sell]()
Best for Advanced CustomizationSugarCRM Sugar Sell
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![Zoho CRM]()
Best for Free UsersZoho CRM
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![Less Annoying CRM]()
Best for Start-UpsLess Annoying CRM
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![Freshsales]()
Best for Basic NeedsFreshsales
You Can Trust Our Reviews
Deeper Dive: Our Top Tested Picks
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![Apptivo CRM]()
Best OverallApptivo CRM
Pros & Cons
Why We Picked It
Apptivo CRM is a highly configurable software platform. It splits its feature set into multiple modules, allowing you to combine and arrange them to meet your company's unique needs. In addition to its core CRM capabilities, the platform supports a range of other business tasks, including accounting, invoicing, and project management. Its lead and opportunity profiles provide all the information you need, and the detailed analytics tools help you dive into the data. Furthermore, all tiers include 24/7 customer support via email and live chat, as well as 24/5 phone support.
Who It's For
Endless adjusters: Apptivo allows near-endless customization, enabling you to configure a wide variety of modules however you want. If you ever run into issues with the setup, you won't have any trouble reaching a company rep.
The AI-averse: Apptivo lacks the AI-powered tools of competitors. If you don't want AI features, which can often drive up costs, that can be an advantage.
Specs & Configurations
24-Hour Support Analytics Custom Dashboards Document Library Integrated Email Marketing Live Chat Multi-Currency Support Phone Support Pipeline Management REST API Learn More Apptivo CRM Review -
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![Creatio CRM]()
Best for Larger CompaniesCreatio CRM
Pros & Cons
Why We Picked It
Creatio is a no-code platform with highly customizable CRM capabilities within its Sales product. Aside from providing granular customer and lead management features, Creatio offers advanced email management, process automation, and reporting tools that can be deployed as needed for your business. Meanwhile, its AI assistant can provide detailed answers to questions about opportunities and generate communications based on those you have already sent out. Creatio organizes all of these features in a slick interface.
Who It's For
Companies that want to embrace AI: Creatio's AI content generation tools take your past communication materials into account to create correspondence in your style. Just keep in mind that every AI action costs tokens (you get only a finite amount with a subscription and have to pay a minimum of $5,000 per year to get more).
Large teams: If your business can afford Creatio's seriously high price and fill the required minimum number of seats, its CRM functions and flexibility won't disappoint. The platform isn't suitable for smaller companies.
Specs & Configurations
24-Hour Support Automated Responses Automatically Collects Social Networking Data Creates Pipelines for Leads Document Library Multi-Currency Support Phone Support REST API User Forums Learn More Creatio CRM Review -
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![HubSpot Smart CRM]()
Easiest to UseHubSpot Smart CRM
Pros & Cons
Why We Picked It
HubSpot offers a fairly full-featured version of its easy-to-use Smart CRM at no cost for up to two users. This tier has no time limits, making it an excellent choice for those just starting out with CRMs. HubSpot also makes it easy to upgrade to a paid plan as your business grows. Paying more gets you customizable reports, expanded support options, first-party payment processing, HubSpot's Breeze AI (which can generate reports and blog posts and summarize contact and company data), and more.
Who It's For
Newbies: HubSpot is highly intuitive and capable, making it an excellent option for businesses that want to get started with minimal friction. AI features help simplify the process of generating insights on customers and creating engaging public material.
Growing teams: HubSpot Smart CRM's free version is extremely competitive. And when you're ready to upgrade, HubSpot's robust ecosystem of sales, marketing, and service tools will serve you well (even if they are pricey).
Specs & Configurations
Automated Responses Automatically Collects Social Networking Data Builds Forms to Collect Data Creates Pipelines for Leads Document Library Integrated Email Marketing Multi-Currency Support Phone Support Pipeline Management REST API User Forums Learn More HubSpot Smart CRM Review -
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![Insightly CRM]()
Best Setup ProcessInsightly CRM
Pros & Cons
Why We Picked It
Insightly scales well depending on the size of your business, even if its costs are somewhat high. We especially appreciate its intuitive setup process and user-friendly interface. Otherwise, it more than competently handles all components of the sales pipeline, including leads, contacts, opportunities, and projects, with sufficient detail. Insightly's reporting and analytics tools are approachable and customizable, while its advanced automation builder allows you to tailor the sales pipeline exactly to your needs.
Who It's For
Automators: Insightly offers robust automated workflow tools, allowing you to add an unlimited number of Criteria (triggers) and Actions (resulting processes) to each. You can set actions to occur once during a process or as many times as necessary.
Teams intimidated by CRM: Thanks to its fast and straightforward setup process, Insightly gets you right into the process of customer relationship management without much fuss. And if you need help, it provides 24/7 support for all subscription tiers, with premium options available.
Specs & Configurations
24-Hour Support Analytics Builds Forms to Collect Data Creates Pipelines for Leads Custom Dashboards Dedicated Mobile Apps Document Library Email Routing In-App Email In-App Scheduling Integrated Email Marketing Live Chat Multi-Currency Support Phone Support Pipeline Designer Pipeline Management REST API Role-Based Access Control Task Management User Forums Virtual Dashboard Builder Learn More Insightly CRM Review -
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Credit: Salesforce
![Salesforce Starter Suite]()
Best for Salesforce UsersSalesforce Starter Suite
Pros & Cons
Why We Picked It
Salesforce Starter Suite is the company's entry-level CRM solution for SMBs, providing account, contact, and opportunity management; customizable reports and dashboards; and lead assignment and routing. It does a great job of walking you through the setup process while providing the robust functionality and customization for which the Salesforce platform is known. A comprehensive set of commerce, customer service, and marketing tools rounds out the package. Salesforce Starter Suite allows you to add up to 66 users through the typical setup process. If you require more seats, you'll need to contact the company directly.
Who It's For
Slack users: Slack is your only option in terms of integrations with Salesforce Starter Suite, but that might be all you need if your company relies on the messaging platform. Once you set up this connection, you can seamlessly access data from one service in the other.
Teams looking for an all-in-one solution: With features that go far beyond customer relationship management, Salesforce Starter Suite can help your small business find, develop, manage, and monetize opportunities in a single app. Top-notch support helps to justify the high price.
Specs & Configurations
24-Hour Support Analytics Custom Dashboards Email Routing Integrated Email Marketing Phone Support Pipeline Management REST API User Forums Learn More Salesforce Starter Suite Review -
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Credit: SugarCRM
![SugarCRM Sugar Sell]()
Best for Advanced CustomizationSugarCRM Sugar Sell
Pros & Cons
Why We Picked It
One component of the larger SugarCRM sales platform, Sugar Sell handily covers all the CRM features that businesses need for B2B and B2C interactions. The entire user experience is extremely flexible; for example, you can customize employee dashboards (even down to the individual level) with relevant data and Dashlets (widgets). Profiles for contacts, opportunities, and tasks also allow for copious amounts of detail. One standout aspect of Sugar Sell's business profiles is the AI Summary section, which analyzes data to characterize your overall relationship and outline steps for increasing the likelihood of future deals. We also like the Smart Guides feature for building visual training materials that help employees learn your processes.
Who It's For
Businesses that work with both businesses and customers: If your business counts other companies and individual clients as customers, Sugar Sell gives you all the tools and data you need to maintain and grow those relationships. It's not the most welcoming CRM we've tried; however, so someone on your team should ideally have some experience with this category of software before committing to it.
Growing businesses: Sugar Sell's pricing is more suitable for larger businesses anyway, but the Smart Guides feature is an efficient way to help onboard and train a large number of employees simultaneously.
Specs & Configurations
24-Hour Support Analytics Custom Dashboards Document Library Email Routing Integrated Email Marketing Live Chat Multi-Currency Support Phone Support Pipeline Management REST API User Forums Learn More SugarCRM Sugar Sell Review -
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![Zoho CRM]()
Best for Free UsersZoho CRM
Pros & Cons
Why We Picked It
Zoho offers an extensive suite of SaaS business software, and its CRM offering is a standout tool. Its feature set rivals even behemoth Salesforce. Its latest additions include Zia, an AI-powered analytics engine for spotting sales trends and anomalies, and Canvas, a drag-and-drop interface editor. It doesn't hurt that Zoho CRM's pricing is within reach of smaller teams, and its free version is among the most generous we tested.
Who It's For
Customizers: Everyone, from administrators to end users, can customize the ZohoCRM experience to fit their specific needs. For example, you can adjust the data you see on your dashboard when you log in.
Zoho users: If you already use other products within the Zoho portfolio, Zoho CRM is practically a no-brainer. It easily integrates with all of the company's other apps, allowing different parts of your business to work together seamlessly.
Specs & Configurations
24-Hour Support Analytics Chatbot/Conversational AI Custom Dashboards Document Library Email Routing Integrated Email Marketing Live Chat Multi-Currency Support Phone Support Pipeline Management REST API User Forums Learn More Zoho CRM Review -
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![Less Annoying CRM]()
Best for Start-UpsLess Annoying CRM
Pros & Cons
Why We Picked It
Less Annoying CRM is an affordable turnkey system for small businesses and sole proprietors. It offers a comprehensive set of essential features at affordable, flat-rate pricing. Ease of use is its key selling point, which is great for companies with limited CRM experience. Furthermore, Less Annoying's mobile apps are robust extensions of the main site.
Who It's For
People who work away from their desks: Less Annoying CRM is extremely usable on your phone. Its mobile apps let you do pretty much everything you can on the desktop site.
Very small businesses: Budget-conscious companies and sole proprietors should consider Less Annoying CRM due to its highly affordable flat subscription rate. It also doesn't require a significant learning curve due to its stripped-down feature set.
Specs & Configurations
24-Hour Support Analytics Custom Dashboards Multi-Currency Support Phone Support Pipeline Management REST API User Forums Learn More Less Annoying CRM Review -
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![Freshsales]()
Best for Basic NeedsFreshsales
Pros & Cons
Why We Picked It
Freshsales is an easy-to-use, entry-level CRM that's particularly suitable for small businesses and startups. Although it lacks some features of its competitors, it does a good job of integrating with other business software, such as calendars, email marketing services, and tools like DocuSign. It now includes an AI assistant that can analyze your contact profiles and help assess the likelihood of a sale.
Who It's For
Companies with basic CRM needs: Freshsales isn't as complex as other solutions on this list, but that could be a good thing. It won't overwhelm your sales team with features, while the Freddy AI assistant offers various conveniences (communication suggestions, content generation, and sales predictions) that can get you going in the right direction.
Freshworks users: If you already use other Freshworks apps, such as Freshdesk, you might find it worthwhile to stay within the same ecosystem. These connections can help you perform tasks such as synchronizing customer details across multiple apps.
Specs & Configurations
24-Hour Support Analytics Automated Responses Builds Forms to Collect Data Chatbot/Conversational AI Creates Pipelines for Leads Custom Dashboards Document Library Integrated Email Marketing Multi-Currency Support Phone Support Learn More Freshsales Review -
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Buying Guide: The Best CRM Software for 2026
What Is CRM Software?
CRM software helps you track and nurture contacts to build customer loyalty and increase sales, from the first marketing touch to a closed sale and on to the next engagement. They are far more capable than spreadsheets for this purpose, especially if your customer list is large or if you want to integrate data from other business services. CRMs can also automate processes, such as creating calendar events, identifying new sales opportunities, prioritizing sales pipelines, and setting appointment reminders. Moreover, this software prevents multiple people from chasing the same prospect.
How to Match a CRM System to Your Business Needs
The most challenging part of choosing a CRM is understanding what a product can do and what your salespeople need. Don't simply pay for one of the big, all-inclusive CRM software packages up front. Many large CRM packages are often platforms rather than tools, so using and deploying their numerous features can be unnecessarily costly and time-consuming.
Instead, figure out how to recreate the tools and processes your team currently uses in the CRM software you're evaluating. You also need to think about your customer. Consider running an online survey or focus group to find the optimal sales experience.
As with any software, it's critical to take advantage of free trials. No matter how many reviews you read or demos you watch, you can't fully understand how a CRM solution works until you use it yourself. Be sure to have colleagues from different departments try it out as well, so you can see how it works in various situations. Most vendors offer at least a trial. Some, including HubSpot Smart CRM and Zoho CRM, offer free plans, albeit with limited features and user capacities. These can either serve as a full-time solution for small companies or a long-term trial for larger ones.
What Support Options Do CRMs Provide?
Whether it's some difficulty with a particular feature, mapping a data import, or the initial setup process, you will likely need support from your vendor at some point. That's why it's essential to utilize your free trial period to assess the responsiveness and effectiveness of a service's support team. Some tips:
- Ensure you understand the level of support you get with your plan and whether it's upgradable.
- Check out the provider's support forum. See what questions other customers ask and how long it takes for the company to respond.
- Look for DIY resources. Are self-service tools available for specific issues on a support site? If so, be sure to assess their effectiveness. Search the knowledge base to see what kinds of articles and videos are available.
Can CRMs Integrate With Your Existing Business Software?
Salesforce and other larger CRM platforms have extensive feature sets that are available as modules, each with related features. If the features you need are available, you can configure your entire solution by accessing the relevant modules. However, if something is missing or your sales staff prefers some other product, you might need to turn to third-party solutions.
Native, pre-built integrations are ideal because they minimize the setup process. All of the products on our list work with many of the most popular apps. Alternatively, a developer on your team can build a custom solution via an API. Before you commit to a CRM, make sure it can work with your vital business services via either method.
How Can You Protect Customer Data?
You need to pay attention not only to customer information that originates within the CRM but also to the supporting data from other systems, such as your customer support software. You can't reliably communicate with customers if your data is inaccurate or unorganized, and that means lost revenue. Ensuring good data quality is a matter of testing and constant vigilance. Depending on the size of your staff, you might need to hire someone to manage all data management tasks, including automating workflows, backup, and protection. If you feel such a hire is in your future, involve that person in your CRM search as early as possible.
When you work with customer data, security should be top of mind. It's a warning sign when your CRM doesn't generate an audit trail whenever someone changes a password, or if it doesn't let you define access controls for each user. Customer data is extremely valuable, especially now that customers are more reluctant to part with it. Securing it isn't just about maintaining privacy; it's about protecting profitable relationships.
You should ensure that your CRM software integrates with as much of your current IT security stack as possible, such as your identity management system, so your employees can take advantage of single sign-on (SSO) authentication or multi-factor authentication. But you also need to closely evaluate a vendor's policies to ascertain exactly where your data resides, who is responsible for its safety, and what happens if there's a problem. Search for any past breaches and how the company responded to them as well.
Do CRMs Use AI?
Yes, AI is increasingly prevalent in these services. Many CRM vendors leverage it to automate tasks, derive insights from data, and offer personalized recommendations. Some services even provide generative AI tools to help steer your communications.
Do CRMs Support Mobile Devices?
All of the services on this offer dedicated apps or let you access their main sites via a mobile browser. The former solution is preferable, but in either case, you can use them to do pretty much everything you can with the desktop site. Don't commit to a CRM solution until you fully evaluate the mobile experience. For many companies, mobile might be the primary platform.
Neil McAllister contributed to this story.