CRMs are now ubiquitous for businesses across all industries with up to 91% using a CRM to grow and maintain their operations. In 2023, there are hundreds of options on the market, from general purpose software to those specifically designed to service almost any industry. We know first hand how challenging it can be to find the CRM that fits your specific needs/use case. In this list, we cover 15 general purpose CRMs that will work for any small business, no matter the industry. We provide a comprehensive insight into the pros, cons, pricing plans, and features for 15 of the best CRMs for small businesses in 2023.

What should small businesses look for in a CRM?

While there are many business-specific factors you should keep in mind when choosing CRM, as a general rule, most small businesses benefit from the following:

  1. Ease of use: An intuitive and easy-to-use CRM will reduce training time and increase software adoption saving money in the long run.
  2. Affordability: As a small business, your budget may be limited. Most CRM vendors offer many pricing tiers bundling different features. Choose one that has only the features you need, so you don't pay for anything you don't use. Lookout for hidden costs like limits on usage.
  3. Integrations: Double-check what integrations your preferred CRM offers. The ability to sync with the tools and platforms you already use, such as email marketing or accounting software, shouldn't be underestimated.
  4. Customization: Your business may require a custom field or workflow, so ensure that the software offers sufficient customization capability.
  5. Scalability: The software should be able to support your business growth. That way, you don't have to switch systems as your needs evolve.
  6. Support: Often an underappreciated facet of a CRM, good customer support and resources (such as training materials and user guides) can save your business from expending time and energy.
  7. Security: Your CRM must have robust security measures to protect customer data from breaches and other cyber threats. Also, the software should be compliant with regulatory requirements like GDPR.

How to pick the right CRM for your business

Some software has features and workflows tailored to the needs of specific industries. We have curated a list of the best software for each sector.

SaaS Startups

Scalability is at the heart of any SaaS (Software as a Service) startup. The CRM should be able to support the needs of the business as it grows. SaaS startups need to track and measure Customer interactions to enhance customer relationships and drive sales growth. A CRM for SaaS startups would include tools that capture customer engagement metrics and measure KPIs.

Mortgage Loan Officers

Loan officers have specific requirements when choosing a mortgage CRM. Among other features, loan origination, lead tracking, and pipeline management can help to make your job more efficient and enable your business to run more smoothly.

Investor Relations

If you are looking to build deeper and lasting relationships with your company's financiers, then your CRM should support this. Excellent accounting tools, sales, marketing, and customer communication features, as well as document and signature handling, are all features to look out for in a CRM for Investor Relations.

Life Coaches

Being a life coach is as demanding as it is fulfilling. Therefore, when choosing a CRM suited for life coaching, ease of use is a priority. Along with integrations, task management, and appointment scheduling, life coaches are advised to choose a CRM with an intuitive interface and without a steep learning curve.


Solopreneurs are a busy bunch who multitask. They require a CRM that can streamline and automate their tasks. Affordability, integrations, and ease of use are all features solopreneurs should look for in a CRM.

LinkedIn Marketing

LinkedIn is an effective way to generate leads and acquire clients. To tap into the vast user base of the platform, you require automation. Using a CRM designed for LinkedIn, your chances of success increase tenfold while your costs are minimum.

Accounting Firms

When it comes to accountancy, you can't afford to make mistakes. Accounting firms require a CRM system that can manage workflows, appointments, and communications while offering high reliability and excellent security.

Quick Comparison of CRM software for Small businesses:

Software Starting Price Differentiator
Active Campaign $9 A great, feature packed CRM suitable for any small business
Hubspot Free An all-in-one platform for sales, marketing, CMS, customer service, and operations
Intercom $74 Incredible for customer support and onboarding features
GIST Free Excellent value for money with a rich feature set
Pipedrive $10 The perfect CRM for sales teams
Salesflare $29 A solid option for sales teams
Close $25 Call automation with built-in dredictive dialer
FreshSales Free AI-powered analytics
Engagebay Free Social media marketing Suite
Copilot $29 Branded client portal that streamlines messaging, payments, file-sharing, and more
edrone $300 AI-powered CRM for eCommerce
Prospect CRM $28 Inventory tracking tools
Klaviyo Free Behavior-based automation for email and SMS
Ortto Free Personalizes the customer journey at every stage, by automating omnichannel marketing messages and actions in a visual canvas.
Campaign Monitor $29 User-friendly e-mail marketing automation tools

The Top 15 Best CRM Software For Small businesses are:

  1. Active Campaign
  2. Hubspot CRM Suite
  3. Intercom
  4. Pipedrive
  5. Salesflare
  6. Close
  7. FreshSales Suite
  8. EngageBay
  9. Copilot
  10. edrone
  11. Prospect CRM
  12. Klaviyo
  13. Gist
  14. Ortto
  15. Campaign Monitor

1. Active Campaign

Founded: 2003
HQ: Chicago, Illinois, United States

Key info Price: Starts at $9 per month
Free plan: No; Trial: 14 days
Support: 24/7 (phone + email)
Best for Small businesses looking for a low cost, feature rich, all in one solution
Pros The email automation capabilities are powerful, intuitive and easy to use
It's great for email sign-ups and pop-up windows
Comes with built-in marketing email templates and email campaign tools
Cons The interface can be slow and buggy
Reporting and analytics tools are basic - we recommend using third-party software
The form builder is limited, compared to competitors.
Integrations Salesforce, Accounting Suite, Xero, Quickbooks, and 870+ others
Pricing Model Lite: $9 per month for one user
Plus: $49 per month
Professional: $149 per month
Enterprise: On quotation

Active Campaign is one of the best general-purpose CRMs for small and medium-sized businesses. It offers over 700 pre-built automated pipelines for marketing, transactions, communication, and other business activities. Active Campaign creates personalized experiences for each client. If you want to cultivate deep client relations, in a short time, Active Campaign is the CRM for you.

One exciting feature of Active Campaign is the forms creator. With this tool, you can embed web forms into any authorized website. It allows you to insert many components, including text boxes, radio buttons, and even a Captcha. The forms creator helps you save the cost.

In addition, this CRM has a client dashboard that shows a detailed overview of each client. Each individual or company on your client list has a dedicated page showing all associated tasks, automation, and activities.

Active Campaign is an excellent option for small businesses looking to increase productivity and spend less time performing repetitive tasks. It has a Smart Automation system that allows users to build dynamic pipelines that branch off based on complex conditions. Moreover, the automation pipeline is tightly integrated with the other Active Campaign features.

For example, you can send automated web forms and emails using customizable templates.

This platform also provides event tracking, lead scoring, dynamic landing pages, predictive content, website tracking, and many more. These features, bundled in affordable subscription packages that start at just $9, make Active Campaign the best CRM for small businesses. Over 180,000 users who have rated it 4.6/5 on G2 share this sentiment.

2. Hubspot

Founded: 2006
HQ: Cambridge, Massachusetts, United States

Hubspot’s appeal lies in the sheer number of features it offers. It has hundreds of tools to manage sales, marketing, customer service, CMS, and operations. As an all-in-one platform, Hubspot eliminates the need for multiple third-party apps.

Despite having numerous features, the platform is simple to use and optimizes your operations through automated workflows. Hubspot can be customized to suit even complex business processes, giving it the flexibility to be used in any industry.

Furthermore, this CRM's sales pipeline is an indispensable tool for small businesses. It provides real-time deal tracking and analysis. Business owners can obtain detailed reports on productivity and team performance using the dashboard.

With robust automation and analytics, Hubspot scales easily to support the needs of rapidly growing teams.

It also offers SEO and content creation tools, Video hosting and management capabilities, features missing in most other CRMs.

Hubspot’s features can be overwhelming for small businesses that only need a small feature set. In addition, Hubspot has a forever free plan that comes loaded with features, including automation and chatbots. However, costs can grow rapidly to as much as $3000 for the full range of its features. As such, it might be best to stick to the free plan, as it contains most of the features needed to meet your CRM requirements.

3. Intercom

Founded: 2011
HQ: San Francisco, California, United States

Key info Price: Starts at $45 per month for two paid users
Free plan: Yes
Support: Phone, email & chat
Best for Businesses with a larger budget that want a comprehensive feature set
Pros +Scales easily
+Several tutorials to easily learn Hubspot CRM
+If you combine all of Hubspot's tools, you’ll never need third-party CRM software
Cons -Can get very expensive when you need additional features and bundles
-Difficult to implement
-Pricing tiers are not designed for small businesses.
Integrations Google Calendar, WordPress, Gmail, Mailchimp, and many more
Pricing Model Starter: $45 per month for two paid users
Professional: $800 per month
Enterprise: $3200 per month
Key info Price:$74 per month
Free plan: No, Trial: 14 days
Support: email, chat
Best for Businesses that want multi-channel customer engagement
Pros Integrated features and tools for fast, efficient communication
Has robust data-collecting functionalities
Keeps track of all customer conversations in one place
Cons The very expensive and complex pricing structure
Customer support sometimes has long wait times
Data analysis is limited
Integrations Zapier, Mailchimp, Salesforce, Pipedrive, and many more
Pricing Model Starter: $74 per month for two paid users
Other plans: custom pricing based on usage

Intercom CRM is arguably the best option for businesses looking to improve customer support and, by extension, customer experiences. Testament to this is Intercom's impressive list of over 25,000 clients, which include Meta, Amazon, and Microsoft.

Also known as the Engagement OS, Intercom creates an open channel between your business and your customers. It offers a unified platform for all messaging channels, including emails, SMS, and social media.

The platform's messenger app is more advanced than most competing products. It is highly customizable, providing a consistent branding experience. In addition, it is very flexible, requiring no technical or coding knowledge to embed in your apps and websites.

For small businesses, Intercom provides a six-step plan to acquire, engage and earn the loyalty of customers. It improves team efficiency through auto-messages, live chatbots, self-service, and centralized channels.

Despite its primary function as a customer support tool, Intercom offers several business management features. Its visual campaign builder allows you to orchestrate customer journeys quickly and efficiently. You can set up entry rules, branching conditions, and executions. What’s more, Intercom also provides visual analytics on team performance and customer engagement.

It also integrates with over 300 apps popular among small businesses, such as Slack, Hubspot, and G Suite.

Finally, Intercom's pricing model for small businesses is at a reasonable price of $74 per month. However, important features like surveys and product tours are locked behind paid add-ons. This pricing structure can get complicated and is expensive for most small businesses.

4. Pipedrive

Founded: 2010
HQ: New York, United States

Key info Price: Starts at $9.90 per month (one user)
Free plan: No; Trial: 14 days
Support: Live chat, phone, help center
Best for Businesses looking to improve sales productivity
Pros Keeps track of all customer information and interactions in one place. It helps to prioritize, track, and organize the day.
It has a caller app, which is very helpful.
It automatically tracks all calls and emails, creating reminders on the scheduled date and time.
Cons Features are limited in lower-priced plans.
Needs to be connected with Zapier for most integrations, which is another subscription.
Limited functionality on some reporting and automation.
Integrations Zapier, Xero, Quickbooks, QuarterOne, and many more
Pricing Model Essential: $9.90 per month (one user)
Advanced: $19.90 per user/month
Professional: $39.90 per user/month
Enterprise: $59.90 per user/month

Pipedrive is a flexible, easy-to-use CRM for sales teams of all sizes. It promises to help small businesses make as many sales as possible within a short time. Pipedrive claims to help users close 28 percent more deals after their first year using the software.

This CRM's functionalities revolve around the visual sales pipeline. It makes deal management easy by providing a visual representation of progress, ownership, and communication.

In addition, Pipedrive's Live Chat complements the sales pipeline by facilitating communication with leads, clients, and prospects. This programmable chatbot can automatically respond to messages and answer questions intelligently.

Like many highly-rated CRMs, Pipedrive provides workflow automation features that allow you to execute complex actions based on dynamic triggers and conditions. Pipedrive goes a step further with its AI-powered sales mentor, which acts like a sales assistant providing relevant data and tips to optimize workflows.

The Insights tool helps you efficiently use your customers' data to grow your business and increase profits. It helps you forecast revenue and measure KPIs.

Pipedrive's $9 entry-level plan allows small businesses to manage up to 3000 open deals and scale up to higher tiers as needed. It also integrates with lead generation tools like Prospector and Leads Inbox, helping you to get the most out of the sales pipeline.

All in all, Pipedrive is among the highest-rated CRMs on review platforms like G2, Trustpilot, and Capterra. It receives special praise for affordability. Many customers have stated that Pipedrive is one of the easiest CRMs to use and customize.

5. Salesflare

Founded: Antwerp, Belgium
HQ: 2014

Key info Price: starts at $29 per user/month
Free plan: No; Trial: 7 days
Support: Phone, email & chat
Best for SMB B2B Businesses looking to automate sales tasks
Pros Ease of use from a mobile phone or tablet
Availability of advanced features like tagging, lead enrichment, and custom fields
Can forecast sales based on users’ pipeline activity
Cons Pricing can be high for users who require advanced features
It can be a bit confusing at times, especially when you have contacts with multiple businesses
Has limited integrations for lead collection
Integrations Better proposals, Emailable, Quickbooks, Mailchimp, and many more
Pricing Model Growth: $29 per user/month
Pro: $49 per user/month
Enterprise: $99 per month (from 5 users)

Salesflare is a fully autonomous CRM, requiring little human input to perform its primary functions. Its artificial intelligence can build a detailed client profile with just their name and company, saving the sales rep time to focus on the deal.

Consequently, Salesflare boasts the most sophisticated automation features in any CRM software. It tracks how clients engage with you digitally and, provides real-time notifications to follow up. It also creates a smart overview of all the tasks that require your attention ensuring no opportunity is lost.

What's more, the CRM automatically logs meeting and phone logs and organizes all documents your team exchanges with customers.

This platform is popular for its time-saving features. According to many customers on G2, Salesflare saves up to four hours a week for each member of the sales team.

Salesflare hardly has any faults, evidenced by 4.8 stars out of 5 on G2. The customer support team quickly addresses issues. While not the cheapest on this list, the pricing model is affordable for small businesses looking for a CRM with advanced automation features.

6. Close

Founded: 2013
HQ: San Francisco, California, United States

Key info Price: Starts at $25 per month/user
Free plan: No; Trial: 14 days
Support: Phone, email & chat
Best for Best for scaling sales teams with high-volume outreach
Pros The power dialer feature makes cold calling fast and efficient
Simple UI Layout with Smart views for a quick and easy understanding of where a lead is in the sales cycle
Can call any country from your computer
Cons Data filtering and searching don't work properly
Difficult to track call charges
Some API integrations are difficult
Integrations Zapier, Hubspot, Zoom
Pricing Model Starter: $25 per month/user
Basic: $59 per month/user
Professional: $89 per month/user
Business: $129 per month/user

Close is a powerful communications CRM for small-to-medium-scale businesses. Like most CRMs, it offers reporting and analytics, call coaching, and a sales pipeline. However, it stands out from the competition due to its ease of setup and customer support. So much so that several customers have abandoned their long-time CRMs in favor of Close.

The CRM's in-built caller app promises to double the volume of outbound calls. Using the predictive dialer, you can dial multiple numbers at once and automatically route responses to the nearest available sales rep. It uses a smart detection system to connect clients to reps only when a real human answers the call.

The caller app handles international and local calls so that you can contact customers in more than 200 countries. What’s more, the Zoom integration allows you to have video calls with clients.

With Close, you can automate email and call tasks to re-engage cold leads and lost opportunities, ultimately increasing revenue.

In addition, Close’s SMS features are similar to the caller app. It integrates with Gmail, Outlook, and other email providers, allowing you to synchronize your inbox and receive messages in-app. You can also record your history of conversations with clients using the timeline tracking tool. Additionally, the SMS tool allows you to send bulk messages to multiple clients and respond to synced messages.

7. Freshworks

Founded: 2010
HQ: San Mateo, California, United States

Key info Price: Starts at $15 per month
Free plan: Yes
Support: Phone, email & chat
Best for
Pros Has all the basic functions in place that are required in a CRM
Has good support material, is easy to set up, and is intuitive to use
Cons Difficult to scale
Workflows are difficult to manage and lack features like conditional logic
Feature restrictions in plans
Integrations Zapier, Segment, Shopify, Typeform
Pricing Model Growth: $15 per month
Pro: $39 per month
Enterprise: $69 per month

Freshsales is a highly-rated sales automation software offered as part of the Freshworks software suite. It helps sales teams find more business opportunities using a combination of AI-powered chatbots, web forms, and website tracking.

The activity tracking platform shows a chronological view of client interactions across your websites and apps, providing you with the context of each client. Freshsales contact scoring helps you identify the best leads to pursue.

It also enables automated yet personalized client communications across multiple channels like email, chat, phone, and SMS.

The platform's intelligent workflow automates repetitive tasks that sales teams face every day. It follows up on leads, sends emails, generates invoices, updates leads, and many more. Workflow creation in Freshsales uses an intuitive point-and-click interface with a flat learning curve. It also offers many workflow templates saving you time.

In addition, Freshsales offers many more features, including branded quotes and invoices, sales forecasts and reports, product catalogs, and territory management.

Despite being just one among many software in the Freshworks software suite, Freshsales has proved to be an all-purpose tool capable of meeting the CRM needs of small businesses.

Freshsales has a free plan to get you started. It offers phone, email and chat support even on the free plan. The paid plans are also affordable.

8. EngageBay

Founded: 2018
HQ: Wilmington, Delaware, United States

Key info Price: Starts at $12 per user/month
Free plan: Yes
Support: Phone, email & chat
Best for Businesses looking for CRM with social media tools
Pros Affordable, flexible, and easy to use
EngageBay has all of the features and functionality to scale business
Automation functions are excellent
Cons Limited templates for emails
Has limited documentation, knowledgebase, FAQs, etc.
Has basic reporting and analytics, you'll need third-party software
Integrations DocuSign, Zapier, QuickBooks, Xero, Shopify
Pricing Model Basic: $13.79 per user/month
Growth: $45.99 per user/month
Pro: $91.99 per user/month

Engagebay is one of the most affordable CRMs for small businesses in 2023. It is a general-purpose platform for marketing, CRM, sales, and customer service. With a free plan and affordable subscription models, there's little wonder Engagebay is popular among startups.

This CRM offers unique features like a comprehensive social media suite and employee engagement to motivate the sales team.

It also makes it easy to monitor social media feeds, generate leads, and engage with audiences across different platforms from within Engagebay. Leads captured from social media are automatically added to the CRM.

In addition, EngageBay provides detailed and custom reports and metrics on customer calls, won and lost deals, tasks, and sales forecasts.

The robust CRM also offers free Live Chat software for real-time client communication. This tool is reminiscent of a social media text messaging service, offering features like emojis, file attachments, chat requests, and chat categories. You can embed the live chat service on any website and customize its appearance. The live chat also integrates with the 360-degree customer view to help personalize your chat. Additionally, multiple team members can collaborate on a single chat to provide faster assistance to customers.

Engagebay's free CRM has attractive features like contact scoring, customer segmentation, sales workflows, a landing page builder, video marketing and many more features. It is free for up to 15 users and 250 contacts.

The All-in-one bundle offers even more features like Automation, custom reports, A/B testing and email sequencing.

It is a top choice for more than 46,000 businesses, including Forbes, Neil Patel, and WebNovo. EngageBay has high ratings on G2 and Trustpilot and is considered a serious competitor to Hubspot in terms of the number of available features.

9. Copilot

Founded: 2020
HQ: New York, United States

Key info Price: Starts at $29 per user per month
Free plan: No; Trial: 14 days
Support: Phone, email & chat
Best for professional service companies looking for a fully-featured software
Pros Very fast and easy to use
Excellent platform to manage client files
Streamlines workflows and improves customer communications.
Cons There is no option to request signatures from multiple users at the same company
It could benefit from more payment integrations
Integrations Databox, Loom, Calendly
Pricing Model Standard: $29 per user/month
Professional: $69 per user/month
Advanced: $119 per user/month

Copilots’ core philosophy is to make customers feel like important components of your business. It provides a collection of modules, each designed to handle core aspects of client interaction. These software modules combine to make Copilot an all-in-one CRM for small businesses.

The messaging module offers secure communication between your team and clients. You can configure the messaging module to send periodic emails to existing clients, notifying them of new products and activities from your business. All conversations are captured in a central location.

Similar to how the messaging module replaces conventional communication media, Copilot’s file-sharing system aims to replace cloud storage services like Google Drive and DocuSign. It allows you to share sensitive documents like contracts, quotes, and billings through a secure client portal. It also has a sophisticated file management system that groups together all documents associated with a client. Clients can upload their files, append e-signatures, and receive notifications on new shared files.

The CRM also serves as a billings and quotation tool, allowing users to create branded invoices, quotes, and receipts.

In addition, Copilot's Knowledge Base module allows you to publish written and video blogs that provide information about your business and answer frequently asked questions.

All in all, this CRM is one of the highest-rated software on this list with a near-perfect score of 4.9/5 stars on G2 and Capterra. It’s flexible, easy to use, and full-featured. Some users have complained about the limited customization options. However, Copilot provides extensions and APIs that allow users to improve upon the software’s existing functionalities.

10. edrone

Founded: 2015
HQ: Krakow, Poland

Key info Price: On quotation
Free plan: No
Support: Phone, email & chat
Best for Small and medium-sized online stores
Pros Easy to integrate with e-commerce store
Has great tools for engaging customers - abandoned baskets, recommendations, dedicated messages, weblayers, etc.
Easy to use. Simple to manage.
Cons Limited segmentation possibilities within the proposed activities.
The price is high
The dashboard doesn't work properly on mobile
Integrations Shopify, cs.cart, PrestaShop, Opencart, and many more.

edrone is an AI-powered CRM tool popular for driving sales and boosting productivity. edrone recognizes data as a critical aspect of e-commerce and leverages it to create personalized client experiences. edrone's features are designed specifically for e-commerce.

This platform claims to increase order values, purchase frequency, and customer retention in one month of using the software.

Interestingly, edrone's AI can recognize all your clients' digital interactions with you like discussing your business online. It then creates automated marketing pipelines to convert them into customers.

It has comprehensive customer intelligence tools like RFM analysis and behavioral profiles.

The CRM automates on-site and off-site marketing tasks like abandoned cart recovery and smart recommendations. You can also deploy an automated loyalty program to restore lost leads and former customers.

edrone helps you manage messages from multiple channels in a single location with little technical expertise. You can create custom templates to answer frequently asked questions and assign conversations to team members. Additionally, edrone’s inbox reporting tool helps you assess team performance by tracking how they respond to client messages.

Regarding integrations with e-commerce software, few can match what edrone offers. It also provides excellent support for social media, third-party websites, and other CRM software. It has a small but loyal customer base, many of whom rate it highly. edrone has received praise for its customer support team. Still, it has faced criticism over the lack of transparency with the pricing options.

11. Prospect CRM

Founded: 2000
HQ: Oxford, England

Key info Price: Starts at $27.50 per month
Free plan: No
Trial: 14 days
Support: Phone, email & chat
Best for Growing Wholesale, Distributor and Manufacturing businesses
Pros + User-friendly interface
+ Keeps users up to date with tasks
+ Tracks current customers and their spending and engagement easily
Cons - CMS editor can be problematic
- Overwhelming customization options
- Limited support hours for USA-based users
Integrations Xero, QuickBooks, Zapier, MailChimp
Pricing Model Start-Up CRM: $27.50 per month
Professional CRM: $27.50 per month
Advanced CRM: $55 per month

Prospect CRM is a stock-aware CRM designed to help growing sales, distribution, and manufacturing enterprises sell physical products. It is perhaps the best CRM for business-to-business sales. The platform offers key CRM functionalities such as task management, serial numbers, asset tracking, email templates, quoting, and inventory management.

This CRM offers many features missing in conventional customer management software. For instance, it provides an inventory tracking system to assess stock levels and display detailed product information accurately. It integrates with the quotation tool to include product images and spec sheets in your quotes. Moreover, the inventory tracking tool can record and keep track of products or equipment under lease to customers.

The platform's RFM segmentation helps you target customers with the right information at the right time. This automated segmentation system groups customers by recency, frequency, and monetary value, allowing you to create unique experiences for each group. Similarly, the Magic Matrix Analysis increases customer lifetime value by getting them to buy more products.

As a sales business, you generate orders by sending quotes to potential customers. To that end, Prospect CRM helps you automatically generate quotes based on the current inventory. These quotes are customizable and can be branded with company colors and logos. Moreover, they are interactable, allowing customers to place orders using the Quote-to-Order workflow.

Prospect CRM boasts some of the fastest order processing times. This feat is largely attributed to the Stripe payment integration, automated email responses, and order templates.

In addition, its opportunity tracking feature stands out from the competition by placing customizable pipelines, sales reporting, and leaderboards in a single interface. It automatically calculates lead scores and organizes prospects into Worst, Best, and Likely categories.

This CRM automatically tracks problems and generates support tickets for each problem. As such, your customer support can resolve issues using the sales data.

Consequently, Prospect CRM is a top choice for companies like LTT Vending, Beta Value, and Under Control Instruments. These companies choose Prospect over other CRM software platforms for its B2B reporting and B2C tracking and segmentation, earning it an impressive 4.8/5 rating on G2.

12. Klaviyo

Founded: 2012
HQ: Boston, Massachusetts, United States

Key info Price: Has a free plan
Free plan: Yes
Support: Phone and email
Best for e-commerce businesses
Pros The ease of setting up and the ability to see results against the campaigns
Ability to create and import user-generated content into emails for aesthetically pleasing designs.
Good customer support
Cons Very few drag-and-drop options in templates
The workflow editor can be simpler and easier to understand
Integrations Shopify, Okendo
Pricing Model Email and SMS: $60 per month
Email: $45 per month

Klaviyo is a simple but efficient email and SMS CRM that excels at creating personalized behavior-based campaigns. It automates sending personalized messages based on customers' behaviors and preferences.

Additionally, Klaviyo generates dynamic content based on items ordered, abandoned carts, recently viewed products, and other user activities and includes them in email and SMS campaigns.

The SMS tool automatically captures phone numbers from contact lists, sign-up forms, and third-party forms, allowing you to reach even the most elusive client.

This CRM provides easy-to-customize email and signup forms templates, saving time and effort creating them from scratch.

Klaviyo recently unveiled their new AI-powered SMS assistant that can automatically write texts and offer suggestions when you're stuck on what to say to a client.

Another of Klaviyo's features is the form builder, which you can use to create customs sign-up forms. You can create interactive forms that display as pop-ups or fly-outs on the browser window, so they don't interfere with your customer's browsing activities. Klaviyo integrates A/B testing within its forms so you can test which colors, fonts, or logos work best for customer engagement.

This CRM excels in email and SMS but lacks other features offered by CRMs. What Klaviyo lacks in functionality, it makes up for in hundreds of integrations with advertising, e-commerce, and helpdesk software. Nevertheless, customers have complained about the pricing model since these integrations mean they have to subscribe to another software service.

The automation features are a favorite among customers, with one satisfied user stating that:

"The results speak for themselves. We have 40% of our monthly online revenue coming from Klaviyo automated emails."

13. Gist

Founded: 2020
HQ: Newark, Delaware, United States

Key info Price: Starts at $0 per month
Free plan: Yes
Support: email & chat
Best for Growing businesses looking for an affordable all-in-one platform for sales, marketing and communications
Pros Behavioral targeted emails and messages
Saves money by not having to pay for many different apps
Has advanced marketing and automation tools to make onboarding and customer success flows incredibly simple and intuitive
Cons Limited customization available for reports
Has many features that are not needed for a very small business
Tends to have some bugs which are resolved quickly
Integrations Zapier, WordPress, Stripe, Better Proposals, and many more
Pricing Model Professional: $29 per month
Premium: $99 per month

Despite being one of the youngest CRMs on this list, GIST has quickly become a customer favorite among small businesses. This is hardly surprising, given that GIST has the longest list of features in its free plan. These features are designed to acquire, engage, and support your customers and leads. Moreover, GIST offers a 100 percent money-back guarantee on all its paid subscriptions.

If you're looking to grow your customer base, GIST offers a unique combination of forms, chatbots, and meetings. As such, you can create customized forms, control when they appear, and set their target audience. Using a simple and intuitive form builder, you can insert the forms into your website and run automation when customers interact with them.

Still, on automation, GIST's chatbot software can automatically qualify leads by asking questions based on customer behavior and preferences. It acts as a personal assistant, scheduling appointments, booking meetings, and routing important calls to the appropriate sales rep. The chatbot runs 24/7, requiring little to no supervision.

GIST's Visual Workflow is a customer engagement tool that you can use to send automated broadcasts and drip email campaigns to all your customers. You can set up automated campaigns with its intuitive visual flow graph. Alternatively, you can use the simpler Automation Rules to create campaigns in a more linear format. These tools run on autopilot, saving time and money.

All things considered, GIST is an affordable CRM for small businesses. Its free plan contains many features a small business or solopreneur requires for successful customer engagement. However, advanced features like Zoom integration and webhooks are only available in paid subscriptions. Fortunately, GIST offers price subsidies for small businesses, reducing the cost of the Premium plan from $499 to $99 per month. Better still, you can opt for the $29 plan that offers five additional support seats.

14. Ortto

Founded: 2015
Headquarters: Sydney, Australia

Key Info Price: Starts at $99 per month
Free plan: Yes
Support: email
Best for Businesses looking to automate customer journey
Pros Offers startups a 30% discount off the Professional and Business plans for 12 months
Automates some processes, saving time spent on manual work
Provides good reports and analytics
Cons Needs a wider variety of integrations
There is no central hub for reviewing and editing existing email templates.
Price can grow quickly
Integrations Zapier, Salesforce, Stripe, Calendly, Slack, Hubspot
Pricing Model Professional: $99/month
Business: $299/month
Startup: $199/month
Non Profits: $199/month
Enterprise: Quotation

Formerly known as Autopilot, Ortto is a visual marketing software focused on automating customer journeys. It boasts an impressive client list of companies like Microsoft, Patreon, LiveChat, and Greenpeace. Ortto has found the most use among marketers looking to acquire, nurture, and convert leads into customers.

Ortto's customer data platform unifies customer data across various channels, including other CRMs, into a single location. It then performs advanced segmentation on this data, empowering your team to make personalized marketing campaigns. In addition, Ortto automatically selects the best communication channel for each client, ensuring maximum engagement.

The customer journey builder personalizes content based on content data and automates repetitive tasks. It is a visual workflow tool that you can use to create sequences with multiple branching paths.  The builder is very easy to use. Moreover, you can use one of the many templates Ortto provides to avoid repeating common workflows.

This platform allows you to build custom dashboards that display metrics and reports on customer data. You can display the data using one of ten visualization options, including a pie chart, column chart, table, or line graph. You can also use these reports to set team goals and receive notifications on third-party apps like Slack.

Finally, Ortto's subscription plans are slightly pricier than the other software on this list. However, startups and small businesses are eligible for a 30 percent discount for the first 12 months of using the software.

15. Campaign Monitor

Founded: 2004
Headquarters: Nashville, Tennessee, United States

Key info Price: Free to get started
Free plan: Yes
Support: Email
Best for Businesses looking for email marketing automation
Pros Saves time by automating email responses
Easy-to-use email editor with mobile-friendly templates. Easy to upload, preview and edit custom emails
Effective reporting on campaign outcomes in terms of reach and emails read
Cons Pricing tiers jump significantly for modest increases in subscribers. Charges multiple times for people that exist in several lists.
It can get expensive very quickly.
Support is only via email
Limited integrations with other software.
Integrations Salesforce, WordPress, Shopify, Intercom, AdRoll
Pricing Model Basic: $9/month
Unlimited: $29/month
Premier: $149/month

Campaign Monitor sets out to perform one function, email marketing and it does it exceptionally well. It is primarily an email marketing CRM. Its central feature is the drag-and-drop email builder. It also provides engagement-based segmentation for hyper-targeted marketing to select audiences.

The CRM's email builder is unparalleled. Using this tool, you can create visually appealing email campaigns within minutes. It also provides an extensive template library with hundreds of presets for announcements, feedback, and transactions. Additionally, Campaign Monitor's smart designer can extract your company's colors and logos from the website URL. What's more, you can save your designs as templates for later use.

This platform tracks all email campaigns for real-time analytics and business reports. You can perform A/B testing on specific components of email campaigns, such as images, text, and even colors. Campaign Monitor offers integrations with third-party analytics tools so you can accurately assess customer engagement with your brand. You can even see the direct impact of email campaigns on your ROI.

The marketing automation tool provides a visual workflow builder, which you can design for individual customers or a large segmented group. It allows you to execute actions based on triggers and conditions. The workflow can even perform actions in response to customer activities. To reach a wider audience, Campaign Monitor offers integrations with other CRMs to share email lists.

Considering the above, Campaign Monitor's $9 subscription plan makes it one of the cheapest software on this list. This plan unlocks access to all the core CRM features and functionalities a small business needs. The pricing model is particularly attractive to growing businesses as they only need to pay for the number of customers contacted each month.


When choosing a CRM, navigating today's marketplace can make anyone dizzy! With countless options available, dodgy affiliate schemes, and fake reviews, knowing how to separate the wheat from the chaff is no easy feat. The reason we provide such detailed analyses is to give you a clear vantage point; one from which you can rise above the noise and determine the perfect CRM for your business.

However, while we have provided you with our expert opinions on the best CRMs in 2023, we always recommend you corroborate this with your own research. Make use of available demos and free trials and carefully assess your preferred CRM for yourself. Ultimately, we're here to help you make the optimal choice for your business. Good luck!

Our Pick - Active Campaign

Active Campaign’s advanced automation system, ease of use, great value for money and extensive integrations with other accounting software make it Toksta's top CRM software for Small Businesses in 2023.

Try Active Campaign Free

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.