As the world of investor relations becomes increasingly complex, it's essential teams adopt CRM tools to streamline workflows, encourage efficient processes and maintain effective communication with investors. By implementing a CRM, you'll be able to successfully acquire and onboard new parties and ultimately grow your business. Over the past weeks, we have done extensive research into the market to bring you the pricing plans, pros, cons, and features for 6 of the best CRM software for investor relations in 2022.


Building deeper and lasting relationships with your company's financiers is vital for growth and increasing profits. Investors are extremely careful about where they put their money. it's the job of the investor relations team to convince and assure them of a risk-free investment. This task can be very laborious, involving many different investors that demand your utmost attention.

So how do you effectively manage your shareholders and secure sufficient funds for your company? You need an effective CRM tool. While CRMs are for the most part designed for clients and customers, they can also be used to great effect to manage investors. After all, investors are buying your company or clients' shares, so they deserve the same if not higher priority than your customers. Consequently, obtaining a CRM should be the first task of any investor relations team.

What features should you look for in a CRM for investor relations?

  1. Document and signature handling

    A good Investor Relations CRM should have an efficient document handling interface. Investors should be able to provide their electronic signatures on contracts, deals, and other documents from anywhere in the world and they should all be stored in one place (your CRM).

  2. A combination of sales, marketing and customer communication features

    The best CRM for you may not have the most tools and features, but the ones available must meet your investor relations needs perfectly. You should look for a CRM that comes with a combination of sales, marketing and customer support features as investor relations involves a combination of these three.

  3. Ease of use / good UX

    Ease of use is an essential factor to consider when picking a CRM for investor relations. Any CRM worth subscribing to should have a user-friendly and intuitive interface. Even the best investor relations CRM is utterly useless if users find it difficult to navigate its UI and use its features.

  4. Plenty of accounting, documentation, quotation, e-signature integrations

    Beyond ease of use, an investor relations CRM must provide integrations with other business management tools. Using many different software means that data is scattered across multiple platforms, making it difficult to have consistent information on all your leads and investors. Proper integrations help to alleviate this problem by consolidating data in a central location and sharing it across all platforms.

  5. A built-in CMS (Content management system)

    The importance of a content management system to your business cannot be over-emphasized. A CMS allows sales and marketing teams to publish branded and styled content on the web, ready for your investors to access. It makes publishing this content a breeze - with no technical knowledge required. It's also a platform for you to extoll your company's virtues and outline reasons for investment.

Examples of how investor relations use CRMs

Managing your investors isn't very different from managing your clients and customers. The workflow is largely the same, and the end goal is to keep your shareholders happy while increasing your capital. To that end, there are several tasks that your investor relations team must use a CRM to perform. Some of these tasks include:

  1. Lead nurturing
    The first step to obtaining investors is identifying and building relationships with them. IR consultants use a CRMs onboarding pipeline to store contact information, rank leads based on win probability, and establish communication channels with them. These communication channels include live chats, email messaging, and VoIP calls.
  2. Schedule appointments
    The investor relations team will have several meetings with shareholders to discuss the company’s finances and close deals. CRMs help to book appointments, manage them effectively and send reminders to all meeting participants.
  3. Manage deals
    Investor relations involve negotiating the prices of your company’s shares with potential investors. The deal pipeline helps you automate and effectively manage this process. It creates a proper workflow for you to follow and tracks the progress of ongoing deals.
  4. Track fundraising
    CRMs help investor relations teams track funding sources and document them appropriately. This is useful to measure performance and helps the accounting team make an accurate assessment of the company's finances.
  5. Share information
    Investor relations teams leverage the knowledge base and customer portal in CRMs to share relevant information about the company. Investors will undoubtedly require your company's financial information before committing, and the knowledge base provides easy access to that information. You can also use the knowledge base to advertise your company and attract more investors.

Quick comparison of Best CRM Software for Investor Relations:

Software Price Differentiator
Irwin Available upon request Designed from the ground up for Investor relations
ActiveCampaign From $9 per month Affordable all-in-one software solution
Hubspot From $45 per month Excellent investor communication
EngageBay From $12 per user Great integration functionality
Less Annoying CRM $15 per/mo per month Ability to organize investor follow-ups using customized tasks
Apptivo From $8 per month Competitors app collects information on competitors

The Top 6 Best CRM Software for Investor Relations are:

  1. Irwin
  2. ActiveCampaign
  3. Hubspot
  4. Engagebay
  5. Less Annoying CRM
  6. Apptivo

1. Irwin

Founded: 2017
HQ: Toronto, Ontario, Canada

Key info Free Plan: No Trial: 7 days (on request)
Support: chat & email
Best for Businesses looking for a CRM tailored specifically for investors and shareholders
Pros + Excellent customer support
+ Effective targeting tools
+ Dedicated surveillance expert that gives you weekly reports
Cons - May be too expensive for solo IR consultants
- Needs more shareholder reporting features
Integrations Salesforce, Accounting Suite, Xero, Quickbooks, and 870+ more
Pricing model* Available upon request


Irwin is our tip pick for a good reason. Designed to solve four major financing problems—identify investors, track IR activities, access research, and understand changes in their shareholder base,—it's the only software on this list built from the ground up for investor relations.

Irwin helps your company find the right investors by giving you access to a global database containing millions of renowned investors. It outlines their primary investment areas and provides their contact information so you can easily reach out to them. This information is stored on a single secure platform that can be accessed anywhere. The result is you’re always prepared to attend to your investors’ needs.  

Another great selling point is the fact Irwin is the only CRM that gives detailed profiles of investors' capital and organization. Unlike other CRMs, you don't have to enter this data into the software manually. Irwin automatically downloads it from the global database into your account. Furthermore, it provides data-driven sorting and searching, allowing you to find investors that fit your requirements.

Through a global database of security ownership, Irwin gives you a complete understanding of changes in your shareholder base. Additionally, it integrates the personal information of consenting shareholders into your account. As a result, you can analyze risks and opportunities, build relationships, and make informed business decisions. Irwin also provides a dedicated surveillance expert that gives you weekly reports on your shareholders and notifies you of potential risks.

If you're looking to make business forecasts based on market trends, Irwin provides access to an extensive database of analyst research. This database gives detailed information about your company, peers, and competitors. Moreover, it includes transcripts and highly accurate estimates.

Irwin's CRM tools are not just for the regular client. They contain features that are tailored for investors and shareholders. These tools maintain records of all meetings, calls, emails, and events in a central location for easy access by every member of your IR department. The CRM also provides a library of report templates you can use to communicate your team's performance to any interested party. Definitely a plus if you're looking to impress, or reassure investors.

Irwin may not contain as many tools and features as more conventional CRMs but the ones it offers accurately address all your investor relations needs. It has positive reviews on G2 with an average score of 9.7/10 in ease of use, ease of setup, and quality of support.

Ultimately, given its exciting one-of-a-kind features, insights, and investor-targeting tools, we believe Irwin is the best pick for businesses looking for a comprehensive CRM for investor relations. Many of its users share our opinion, with one satisfied customer stating:

"Using Irwin has been a big win for me and allows me to perform at a higher level."

2. ActiveCampaign

Founded: 2003
HQ: Chicago, Illinois, United States

Key info Free Plan: No Trial: 14 days
Support: Chat & email
Best for Businesses looking for a low-cost, all-in-one solution
Pros + Easy for segmentation and tracking customers behavior
+ Great for email sign-ups and pop-up windows
+ Built-in marketing email templates and email campaign tools
Cons - Some terminology may be confusing to new users
- You have to wait about 5-10 minutes to send an email after creating a new email list
- Image management for email campaigns could use some work
Integrations Salesforce, Accounting Suite, Xero, Quickbooks, and 870+ more
Pricing model* Lite: $9 per month/one user
Plus: $49 per month
Professional: $149 per month
Enterprise: On quotation

Almost every tool and solution ActiveCampaign offers are automated, from marketing to sales and customer services. This makes it an excellent option for IR consultants looking to take on a large number of investors. By virtue of its age and available features, ActiveCampaign sets the standard that newer CRMs strive to follow. Still, it continues to improve and easily competes with modern CRMs.

The longstanding CRM helps you gather more investors in as little time as possible with its sales automation system. Using a simple and intuitive flowgraph builder, you can trigger a sequence of actions that can be conditionally executed. The automated pipeline allows you to conduct email campaigns, nurture leads, and ultimately onboard your leads as investors. Despite its name, the sales automation system is not just designed to sell goods and services. You can easily adapt it to suit your investor relations needs.

ActiveCampaign's sales engagement tool builds upon the sales pipeline. It knows the right time to deliver personalized emails to your leads and investors, helping you to develop deeper relationships with them. This tool bridges the gap between marketing and sales by providing a one-on-one communication experience with your shareholders. You can also score leads using a comprehensive customer view, highlighting high-value targets.

ActiveCampaign's customer service tool is perhaps the most advanced of any software on this list, and that's saying something! Before you have conversations with investors, this software records their past questions and feedback, arming you with the knowledge required to predict their needs.

This software also identifies shareholders who invest the most money so you can offer special deals and incentives. What's more, the customer service tool tracks investors' online interactions and behavior to give you an insight on how best to satisfy them. Among other great aspects, this degree of control makes ActiveCampaign an assured choice for any size business looking to improve their investor relations.

3. Hubspot

Founded: 2006
HQ: Cambridge, Massachusetts, United States

Key info Free Plan: Yes
Support: Phone, email, & chat
Best for Small businesses looking to improve investor communication
Pros + Great for companies that need extensive features
+ Abundant online tutorials to learn the software
+ Excellent email tracking capabilities.
Cons - Workflows are often confusing and hard to understand
- It can get very expensive when adding features
Integrations Zapier, Salesforce, Quickbooks, and many more
Pricing model* Starter: $45 per month/two paid users
Professional: $800 per month
Enterprise: $3200 per month

With its huge collection of marketing, sales, and CRM tools, it's easy to see how Hubspot has built such a stellar reputation. Providing hundreds of features in its free plan, there’s little wonder why Hubspot is the most popular CRM of today. What's more, these features are comparable to those offered by the costlier subscriptions of other CRMs. The free plan allows you to manage millions of shareholders and store massive data amounts.

One of Hubspot's central features is the Customer Portal which enables investors to get information whenever needed. This tool gives investors a window into your company's operations and allows them to solve problems independently. Doing so increases transparency and builds trust with your shareholders and financiers. The customer portal is also highly customizable requiring little to no coding knowledge. You can apply your company's logo, colors, and fonts without a professional designer.

Hubspot's communication tools are unmatched by any other software on this list. It enables you to have voice calls with leads, investors, and employees from within the app. It records these calls and automatically generates text transcripts. You can also export call logs in XLSX, XLS, and CSV formats. Likewise, you can integrate email providers with Hubspot and have email correspondence with investors.

This CRM giant also allows you to seamlessly switch between email, chat, and over 1000 messaging apps through its omni-channel customer service. The interface remains the same, giving you one conversation thread across multiple communication channels. Hubspot integrates with Facebook Messenger, Slack, and Jira, amongst others, so there is no communication barrier between you and your shareholders.

Remarkably, most of these features are available in Hubspot's free plan. However, beware of fully committing to this software as the free plan is designed to attract more customers. You start using the basic plan, and before you know it, you're paying more money to access more advanced features. Ultimately, you could be looking at $3000 for the full range of Hubspot's features. Nonetheless, if your company can afford Hubspot, you'll definitelt be getting your money's worth!

4. EngageBay

Founded: 2018
HQ: Delaware, United States

Key info Free Plan: Yes
Support: Phone & chat
Best for Startups looking for an affordable CRM system
Pros + Great CRM to use for Marketing, Sales, and Lead Generation
+ Excellent funnel builder
+ Automatic data entry
Cons - Few drag-and-drop options in templates
- No SMS Function
- The workflow editor can be simpler and easier to understand
Integrations DocuSign, Zapier, QuickBooks, Xero, Shopify
Pricing model* Basic: $12 per mo/user
Growth: $40 per mo/user
Pro: $80 per mo/user

EngageBay is a general-purpose CRM that has risen recently as a powerful tool for investor relations. It offers four software packages you can obtain individually or in the discounted all-in-one bundle. The CRM & SalesBay and Live Chat Software are the most relevant to investor relations. However, the many marketing automation and Help Desk software tools can be tuned to meet your needs.

As an investor relations professional, you often have personal meetings with shareholders and investors. EngageBay's appointment scheduling software ensures that you never miss meetings or mix them up. This software syncs to your Google or Office 365 calendar and sends reminders and notifications to all meeting participants. It also provides an interface that allows your investors to schedule appointments directly.

EngageBay's 360-degree customer view tracks investor behavior and preferences, allowing you to gauge their mindset about your company. This tool pulls data from their social media profiles, company pages, and other internet sources and stores it in a central location. That way, all your investor relations department members have easy access to the data.

The 360-degree customer view builds a comprehensive profile of each investor using their contact information, communication history, engagement, and lead scores. It also updates and syncs this data across all devices, boosting productivity and efficiency.

EngageBay offers a free live chat software that lets you talk to investors in real-time—a very useful feature indeed—integrating with the customer view to develop a personalized approach to conversations. Similarly, it provides unlimited integrations with third-party services and websites and sends email notifications whenever someone initiates a chat. EngageBay also collects transcripts and chat metrics that help you to improve business performance.

All things considered, the CRM provides many more affordable features that are useful in investor relations. The marketing tools conduct campaigns that can sway potential investors. Likewise, the landing page builder provides financial information about your company and outlines why shareholders should invest in you. According to G2, most investment managers use EngageBay to manage deals, organize contacts, and schedule appointments.

5. Less Annoying CRM

Founded: 2009
HQ: St. Louis, Missouri, United States

Key info Free Plan: No Trial: 30 days
Support: Phone & email
Best for Small businesses who want to attract more investors
Pros + Excellent customer support services
+ Easy to learn and use
+ Ability to create your subsections, making the database personal and extra functional
Cons - No email integration and somewhat limited reporting options
- Fewer CRM tools than competing products
Integrations Badger Maps, Mailchimp, Google Calendar, AgileForms, Simplii.
Pricing model* $15 per mo/user

Less Annoying CRM (LACRM) is an easy-to-use CRM solution for small businesses looking to attract more investors. In line with its core mandate, this software targets companies requiring a minimalist feature set, offering only one subscription tier that unlocks all its features with zero hidden charges or complicated contracts. While it's designed for small teams, LACRM offers personalized discussions with larger teams to access advanced features.

Less Annoying CRM allows you to organize all investor follow-ups using customized tasks. It collects all investor data in a central platform so you can quickly overview your standing with each shareholder. Using the Workspace tool, you can define a proper workflow for all events, contracts, and activities. This tool also provides diagrammatic representations of investment leads, reviews, and onboardings, showing metrics on won or lost investments.

LACRM's simple but powerful lead report gives you an updated list of all investment leads in your pipeline. It shows their contact information, current status, and priority in a single table so that the entire investor relations team can follow up on all leads. Each team member gets their login and password and any roles and permissions the account owner sets. This makes collaborations and sharing of investor lists and financial information very easy.

Less Annoying CRM has been criticized for being more of an advanced contract manager than a true CRM. This characteristic may be a problem for other businesses, but it's perfect for investor relations. You can get more investors to finance your company without dealing with the extra functionality in other CRM options. No unused features will clutter the UI and decrease the software's performance.

Less Annoying CRM has been the top-ranked US News & World Report CRM for three years. This ranking is unsurprising given the near-perfect customer rating on G2 and Trustpilot. It has overwhelmingly positive reviews across all categories and is touted as the easiest to use CRM. Although it lacks email integration, many customers praise LACRM for its flexibility and customization options. If you're a small business, LACRM may be the perfect tool to enhance your investor relations.

6. Apptivo

Founded: 2009
HQ: Fremont, California, United States

Key info Free Plan: Yes
Support: Phone & email
Best for Small businesses with a specific set of CRM requirements
Pros + Customizable fields
+ very flexible and user friendly
+ Good customer Service
Cons - Certain templates can be difficult to customize
- Some of the fields do not display consistently
- Creating email templates can be confusing
Integrations Paypal, Quickbooks, Xero, and Slack
Pricing model* Lite $8 per mouser
Premium $12 per mo/user
Ultimate $20 per mo/user
Enterprise: On quotation

Apptivo is a highly modular collection of marketing tools, HRMs, and CRMs. This software allows you to customize your experience and create the best collection of apps to address your needs. With Apptivo, you only pay for what you use and what you can use, as the number and kind of apps you can install on Apptivo depend on your subscription tier.

Apptivo features a My Agenda app that organizes your tasks, events, and follow-ups. This app displays all pending, overdue, and completed tasks on an integrated calendar, making it an excellent appointment scheduling tool. The task system provides powerful filtering functions that sort tasks by status, priority, CRM role, and other user-defined tags. The event system offers similar functionalities and includes the ability to assign meeting participants.

Apptivo’s suite of CRM tools contains apps like contact management, leads, opportunities, and contracts. These apps help you to efficiently organize all contact information and group them based on status. You can easily find all potential investors and create personalized content directed at this group. What’s more, the competitors app collects information on rival companies, so you can devise strategies to get ahead of them.

The financials app collection contains the Fund Raising app specially designed for investor relations, allowing you to manage all funding sources and groups them based on the amount, contact information, and share percentage. It's quite similar to the contact management CRM app in that it stores the contact information of investment leads and investors. Furthermore, the Ledger and Expense Report apps help you professionally present financial information about your company.

Apptivo provides 70 web applications that will find some use within your investor relations department and your business at large. Its customer review ratings on G2 are well above average, with special praise given to the flexibility and customization options. Despite some complaints about the minimal UI and email templates, Apptivo remains a customer favorite.

Finding the right CRM for your investor relations needs

Choosing the best investor relations CRM involves a thorough decision-making process to avoid costly mistakes. We’ve outlined the most important factors to consider and explained how to get the most out of your CRM. It's also important to consider the features each CRM offers. For example, Irwin seems like the most obvious choice because it was designed for IR consultants. Yet, it doesn’t have as many features as the other software on this list.

You must understand your company's needs and goals when searching for a CRM platform. It would be a mistake to take a CRM at face value. Your best course of action would be to give the CRM a test run. All CRMs discussed in this article offer free trials so you can obtain first-hand experience of their operations.

Our Pick - Irwin

Irwin is specifically designed for investor relations consultants. It's very easy to use and offers adequate customer support. These features, combined with a global investment and investor database, make Irwin Toksta's best CRM for investor relations in 2022.

Try Irwin Free

Need more small business software advice? Take a read of some of our related guides below:

Meet the author - Ademilade Shodipe-Dosunmu

Ademilade is a versatile and multi-faceted content writer with over 5 years of expertise in SaaS, technology, business, finance, travel, and entertainment journalism. During his years in the dynamic content landscape, he has worked with a variety of clients across various sectors, providing high-quality reviews and content.

As a content writer for Toksta, Ademilade works in collaboration with the research team to develop in depth SaaS breakdowns that help entrepreneurs choose the best option for their small business or startup.

Meet the author - Benjamin Carter

Ben is a digital marketer and content writer based in Brighton. He got his degree in English Literature from Sussex University and has written content and copy for multiple clients across a variety of sectors.

After decades of refining his writing ability, he's developed an acute understanding of what makes a great piece of content. Recently, he’s begun focusing more on SaaS, namely, enabling businesses to choose software suited to their specific needs. As co-founder and content manager of Toksta, Ben ensures all written content meets our typically high standards