Independently tested ranking
Best CRM Software in 2026
10 CRMs compared on pipeline management, automation, ease of use and per-seat cost, from free starter CRMs to enterprise platforms.
- Tools compared
- 10
- With a free plan
- 4 of 10
- Median entry price
- $17/user/mo
- Average rating
- 4.4
On this page
Which CRM software is best?
The best CRM software in 2026 is HubSpot for growing teams, Salesforce for enterprise sales, Pipedrive for simple visual pipelines, Zoho CRM for customisation on a budget and Attio for startups. Most CRMs cost $10 to $25 per user a month on entry plans, and HubSpot, Zoho CRM, Attio and Salesforce have free plans for small teams.
Our top picks
Best overall
HubSpot
Puts marketing, sales and service on one contact database, so a growing team can add tools without switching CRMs.
Paid plans from $20/seat/mo
See why we picked itBest for small sales teams
Pipedrive
A visual pipeline that reps understand on day one, with automation and AI help for a low price per seat.
Paid plans from $14/user/mo annual
See why we picked itBest for enterprise
Salesforce
The most customisable CRM for complex sales processes, with forecasting, AI agents and the largest app ecosystem.
Paid plans from $25/user/mo
See why we picked itKey takeaways
- CRMs are priced per user, so multiply by your team size and include hires you expect this year.
- HubSpot is the best all-round choice, but paid tiers jump in price. Check Professional costs before you commit.
- Free plans exist at HubSpot (2 users), Zoho CRM (3 users), Attio (3 users) and Salesforce (2 users).
- Email and calendar sync matter more than features. CRMs that log activity automatically stay accurate.
- Look out for onboarding fees, minimum seat counts and annual-only discounts.
Best CRM software tools compared
| # | Tool | Best for | Free plan | Paid plans from | Our rating |
|---|---|---|---|---|---|
| 1 | HubSpot |
Marketing and sales in one platform | Yes (2 users, 1,000 contacts) | $20/seat/mo | ★4.5 |
| 2 | Salesforce |
Large and complex sales orgs | Yes (2 users) | $25/user/mo | ★4.3 |
| 3 | Pipedrive |
Visual deal pipelines | No (14-day trial) | $14/user/mo annual | ★4.5 |
| 4 |  Zoho CRM |
Customisation on a budget | Yes (3 users) | $14/user/mo annual | ★4.1 |
| 5 |  Attio |
Startups and flexible data models | Yes (3 users) | $40/mo annual (1 seat) | ★4.7 |
| 6 |  Close |
High-volume calling and email | No (14-day trial) | $9/user/mo annual | ★4.5 |
| 7 |  Freshsales |
SMBs wanting built-in AI | Trial (21 days) | $9/user/mo annual | ★4.3 |
| 8 |  monday CRM |
Customisable workflow CRM | No (14-day trial) | $12/seat/mo annual | ★4.4 |
| 9 |  Copper |
Gmail-based teams | No (trial) | $23/seat/mo annual | ★4.3 |
| 10 |  folk |
Founders, agencies and networks | No (14-day trial) | $24/user/mo annual | ★4.5 |
Our rating comes from MakeSuccessOnline's hands-on reviews. Prices are the cheapest paid plan per user, billed annually unless stated, checked November 2026.
The 10 best CRM software tools in 2026
CRMs are priced per seat, so the gap between plans adds up fast with a team. Each CRM below leads a specific type of team.
#1Best overall CRM for growing teams
HubSpot
Free CRM that becomes an entire marketing platform if you stay for the paid tiers.
- Paid plans from
- $20/seat/mo
- Free plan
- Yes (2 users, 1,000 contacts)
- Best for
- Growing B2B teams that sell and market
- Works on
- Web, iOS, Android, API
HubSpot is a CRM platform where marketing, sales and customer service share one contact database. Sales Hub covers pipelines, email tracking, meeting links, sequences and forecasting, and you can add Marketing Hub or Service Hub on the same records later. Most teams start on the free CRM and grow into paid seats.
What sets it apart from the rest of this list is breadth. No other CRM here gives you this much marketing and service software in the same system. The trade-off is cost. Starter is cheap, but Professional adds a one-time onboarding fee and a much higher seat price, and that is the tier most growing teams end up needing.
Key features
- Deal pipelines and forecastingTrack deals through custom stages and see forecasts by rep or team. Managers can spot stalled deals without asking for status updates.
- SequencesOn Professional and above, reps enroll contacts in timed email and task series that stop when the contact replies. This keeps follow-up steady without manual reminders.
- Email tracking and meeting linksSee when a prospect opens an email, and share a booking link that syncs with your calendar. It cuts out back-and-forth scheduling.
- Breeze AIHubSpot's built-in AI helps draft emails, summarise records and research companies. It works inside the CRM, so the answers use your own contact and deal data.
- App marketplaceConnects to a very large library of apps for calling, billing, ads and data. Most tools a sales team already uses have a HubSpot integration.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Free | $0 | Up to 2 users with contacts, deals, email tracking, meeting links and basic reports |
| Sales Hub Starter | $20/seat/mo | More pipelines, simple workflows, forecasting and calling minutes |
| Sales Hub Professional | From $90/seat/mo | Sequences, lead scoring, custom reports and full workflows, plus a $1,500 onboarding fee |
| Sales Hub Enterprise | $150/seat/mo | Higher limits, team-level forecasting and advanced controls, plus a $3,500 onboarding fee |
Prices are per seat in USD, checked on hubspot.com in November 2026. Professional and Enterprise need an annual commitment.
Pros and cons
Pros
- Marketing, sales and service on one database
- Easy for new reps to learn
- Useful free CRM to start on
- Huge range of integrations
Cons
- Big price jump from Starter to Professional
- Onboarding fees on Professional and Enterprise
- Advanced customisation is behind the top tier
Is it right for you?
Choose HubSpot ifYou want sales and marketing in one system and expect to add more tools as the team grows.
Look elsewhere ifYou only need a simple sales pipeline, or your budget cannot absorb Professional seat prices later.
#2Best for enterprise sales teams
Salesforce
The enterprise CRM standard. Powerful, complex, pricey.
- Paid plans from
- $25/user/mo
- Free plan
- Yes (2 users)
- Best for
- Mid-market and enterprise sales teams
- Works on
- Web, iOS, Android, API
Salesforce Sales Cloud is the CRM large sales organisations standardise on. You can model almost any process with custom objects, fields, page layouts and Flow automation. Forecasting, territory management, quoting and the Agentforce AI layer cover the needs of complex, multi-team sales. Plans run from a free suite for two users to full enterprise editions.
Its edge over every other pick here is depth. If your process has approvals, many products, regions and partner channels, Salesforce can handle it, and almost every business app integrates with it. The cost is real, though. Most companies need an admin or partner to set it up, and the higher editions are priced well above the rest of this list.
Key features
- Custom objects and FlowBuild your own data objects and automate processes with Flow, a visual automation builder. You fit the CRM to your process instead of the other way round.
- ForecastingRoll up forecasts by rep, team and region, with adjustments by managers. Sales leaders get one view of the quarter.
- AgentforceAI agents that can work on sales tasks such as lead follow-up and record updates, using your Salesforce data. It is aimed at teams that want AI built into the process.
- QuotingCreate quotes from opportunities on Pro Suite and above, so pricing stays tied to the deal record.
- AppExchangeA large marketplace of apps and integrations built for Salesforce, from e-signature to data enrichment.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Free Suite | $0 | Basic sales, service and marketing tools for up to 2 users |
| Starter Suite | $25/user/mo | Lead, account and opportunity management, email sync and simple email marketing |
| Pro Suite | $100/user/mo annual | More customisation and automation, quoting and forecasting |
| Sales Cloud Core and above | From $195/user/mo annual | Full Sales Cloud with AI features, security options and higher data limits |
Prices are per user in USD, checked on salesforce.com in November 2026. Add-ons and implementation partners cost extra.
Pros and cons
Pros
- Handles the most complex sales processes
- Deep forecasting and territory tools
- Largest ecosystem of apps and experts
- Scales to very large teams
Cons
- Needs an admin or partner to run well
- Total cost rises fast with editions and add-ons
- Slower for reps to learn than simpler CRMs
Is it right for you?
Choose Salesforce ifYou run a large or complex sales operation and need a CRM you can shape to every rule and process.
Look elsewhere ifYou are a small team that wants to be up and running this week without an admin.
#3Best for pipeline-focused small sales teams
Pipedrive
Sales-first CRM built around a visual pipeline. Loved by small sales teams.
- Paid plans from
- $14/user/mo annual
- Free plan
- No (14-day trial)
- Best for
- Small and mid-sized sales teams
- Works on
- Web, iOS, Android, API
Pipedrive is a sales CRM built around one screen: a visual pipeline where deals move left to right through your stages. Every call, email and task sits on the deal, and the app nudges reps toward the next activity. It is quick to set up and easy for reps to use daily.
Compared with HubSpot or Salesforce, Pipedrive stays focused on closing deals. It does not try to be a marketing platform. That keeps it simple and cheap per seat, but extras such as lead capture forms and email campaigns are paid add-ons, so check the total cost if you need them.
Key features
- Visual pipelineDrag deals between stages and see the value of each stage at a glance. Reps always know which deals need attention.
- Activity-based sellingSchedule calls, meetings and tasks on each deal and get reminders when something is overdue. It keeps the pipeline moving.
- Workflow automationSet triggers and actions, such as creating a follow-up task when a deal changes stage. It removes repetitive admin.
- AI sales assistantSuggests next steps, flags deals that need action and helps draft emails, using the data already in your account.
- Email and calendar syncConnects your inbox and calendar so emails and meetings link to the right contacts and deals automatically.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Lite | $14/user/mo annual | Visual pipeline, lead and deal management, and email and calendar sync |
| Growth | $39/user/mo annual | Workflow automation, email tracking and more sales tools |
| Premium and Ultimate | Higher | Advanced reporting, more automation and controls for larger teams |
14-day free trial. Prices are per user in USD, billed annually, checked November 2026.
Pros and cons
Pros
- Very easy for reps to adopt
- Clear visual view of every deal
- Low entry price per seat
- Good mobile apps
Cons
- Lead capture and campaigns cost extra
- Reporting is basic on lower plans
- No free plan
Is it right for you?
Choose Pipedrive ifYou run a small sales team that wants a clear pipeline and steady follow-up without a long setup.
Look elsewhere ifYou need marketing automation or service tools in the same system.
#4Best value for customisation
Zoho CRM
Affordable, feature-dense CRM inside the broader Zoho suite.
- Paid plans from
- $14/user/mo annual
- Free plan
- Yes (3 users)
- Best for
- Budget-conscious teams that want customisation
- Works on
- Web, iOS, Android, API
Zoho CRM gives you much of the customisation of an enterprise CRM at a small-business price. You can add custom modules and fields, design record layouts and automate processes step by step. Zia, Zoho's AI assistant, adds predictions and suggestions on higher plans. A free plan covers up to three users.
Its other advantage is the Zoho suite. Zoho CRM connects to Zoho Books, Desk, Campaigns and dozens of other Zoho apps, and Zoho One bundles them all. That suits businesses that want one vendor for most of their software. The interface is dense, though, and it takes time to set up well.
Key features
- Custom modules and layoutsCreate your own record types, fields and page layouts. You can track things beyond deals, such as projects or properties.
- BlueprintMaps a sales process step by step and makes sure each stage is completed in the right order. It keeps reps consistent on complex processes.
- Zia AIZoho's AI predicts deal outcomes, suggests the best time to contact leads and answers questions about your data on higher plans.
- Workflow automationRules send emails, create tasks and update fields automatically. Even the free plan includes basic workflows.
- Zoho suite connectionsShares data with Zoho's accounting, help desk, marketing and analytics apps, so records stay in sync across the business.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Free | $0 | Up to 3 users with contacts, deals, basic workflows and standard reports |
| Standard | $14/user/mo annual | Custom modules, sales forecasting and email integration |
| Professional | Higher | Blueprint process management, AI features and CPQ |
| Enterprise and Ultimate | Higher | Multi-team management, advanced Zia AI and developer tools |
Free trial on paid plans. Prices are per user in USD, billed annually, checked November 2026.
Pros and cons
Pros
- Deep customisation for the price
- Strong process automation
- Connects to the wider Zoho suite
- Free plan for up to 3 users
Cons
- Busy interface with a learning curve
- Setup takes time to get right
- Support quality varies by plan
Is it right for you?
Choose Zoho CRM ifYou want Salesforce-style flexibility on a small-business budget, or you already use other Zoho apps.
Look elsewhere ifYou want a CRM your reps can use well on day one with no setup.
#5Best modern CRM for startups
Attio
Modern, Notion-feeling CRM built for product-led growth companies.
- Paid plans from
- $40/mo annual (1 seat)
- Free plan
- Yes (3 users)
- Best for
- Startups and modern B2B teams
- Works on
- Web, iOS, Android, API
Attio is a newer CRM that builds your database from your email and calendar. Connect your accounts and it creates company and contact records, then enriches them automatically. Its data model is flexible, so you can track sales deals, investors, hiring or partnerships in the same workspace. A free plan covers up to three users.
Attio stands apart from the incumbents on speed and design. It feels closer to a modern spreadsheet or database tool than a classic CRM, which startups like. Pricing is per workspace with seats added on top. It is still young, so its integrations and advanced sales features are not as deep as HubSpot or Salesforce.
Key features
- Automatic enrichmentCreates and fills in company and contact records from your email, calendar and public data. You start with a full CRM instead of an empty one.
- Flexible objects and listsModel deals, investors, candidates or anything else, and build lists and views around them. Custom objects are on Pro and above.
- WorkflowsA visual builder automates tasks such as routing new leads or updating records, and it is included on the free plan.
- Ask AttioAn AI assistant that answers questions and does research using the data in your workspace.
- Sequences and call intelligenceOn Pro and above, send timed email sequences and record, transcribe and summarise sales calls.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Free | $0 | Up to 3 users with enrichment, workflows and the AI assistant |
| Plus | $40/mo annual (1 seat) | Email sharing with AI summaries, private lists and higher limits; extra seats $35/mo annual |
| Pro | $100/mo annual (1 seat) | Custom objects, sequences, call intelligence and advanced reporting; extra seats $79/mo annual |
| Ultra | $1,000/mo annual (5 seats) | Unlimited objects, SSO, SCIM, audit logs and hands-on onboarding |
Prices are per workspace in USD, with additional seats billed per user. Checked on attio.com/pricing, November 2026.
Pros and cons
Pros
- Fast, modern interface
- Fills itself from email and calendar
- Flexible data model for any workflow
- Useful free plan
Cons
- Fewer integrations than older CRMs
- Sequences and custom objects need Pro
- Less suited to large, process-heavy sales teams
Is it right for you?
Choose Attio ifYou are a startup or modern team that wants a flexible CRM with little manual data entry.
Look elsewhere ifYou need deep enterprise controls, built-in calling or a large app marketplace.
- Paid plans from
- $9/user/mo annual
- Free plan
- No (14-day trial)
- Best for
- Inside sales teams
- Works on
- Web, Mac, Windows, iOS, Android
Close is a CRM built for inside sales teams who spend their day on the phone and in email. Calling, SMS, email and call recording are built in, so reps can work through a list of leads without opening another tool. Every conversation is logged on the lead automatically, so managers can see exactly what happened on each deal.
No other CRM on this list puts this much into calling. Higher plans add a power dialer and a predictive dialer, plus workflows that mix calls, emails and texts. The flip side is that Close is narrow. It suits high-volume outbound and inbound sales well, but it is not built for complex enterprise deals or marketing.
Key features
- Built-in calling and SMSMake and receive calls and texts inside Close on every plan, with recordings saved to the lead. Reps do not need a separate phone system.
- Power and predictive dialersGrowth adds a power dialer and Scale adds a predictive dialer, which call through lead lists automatically. Reps make more calls per hour.
- WorkflowsOn Growth and above, build multi-step outreach that mixes emails, calls and SMS, and send bulk email.
- Smart ViewsSave filtered lead lists, such as "trial users not called this week", that update on their own. Reps always know who to contact next.
- InboxOne place for every email, call, text and task that needs a response, so nothing slips.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Solo | $9/user/mo annual | Core CRM with built-in calling, email and SMS |
| Essentials | $35/user/mo annual | Built-in calling, email and SMS for growing teams |
| Growth | $99/user/mo annual | Power dialer, workflows and bulk email |
| Scale | $139/user/mo annual | Predictive dialer, longer call recording retention and role-based access |
14-day free trial, no card required. Prices are per user in USD, billed annually, checked on close.com/pricing, November 2026.
Pros and cons
Pros
- Calling, SMS and email in one app
- Dialers save reps real time
- Fast and simple to use
- Low entry price
Cons
- Workflows and dialers need the expensive plans
- Not built for complex enterprise deals
- No marketing tools
Is it right for you?
Choose Close ifYour reps make a lot of calls and send a lot of emails every day and you want it all in the CRM.
Look elsewhere ifYour sales are slow, high-touch enterprise deals, or you need marketing in the same tool.
#7Best for AI lead scoring on a budget
Freshsales
Freshworks's sales CRM — AI-powered contact scoring built in.
- Paid plans from
- $9/user/mo annual
- Free plan
- Trial (21 days)
- Best for
- Small and mid-sized sales teams
- Works on
- Web, iOS, Android, API
Freshsales is the sales CRM from Freshworks. It combines contact and deal management with built-in phone and email, sales sequences and Freddy AI, Freshworks' AI assistant. The entry plan is one of the cheapest per seat on this list, which makes it an easy pick for cost-conscious teams that still want AI help.
Its main difference from Pipedrive or Zoho is the Freshworks family. If your support team uses Freshdesk, Freshsales lets sales and support work from the same customer data. Freddy AI adds contact scoring and deal insights so reps know which leads to work first. Deeper reporting and customisation sit on the higher plans.
Key features
- Freddy AI contact scoringScores contacts based on their activity and profile, so reps focus on the leads most likely to buy.
- Built-in phone and emailCall and email from inside the CRM, with conversations logged on the contact automatically.
- Sales sequencesSend timed series of emails and tasks to prospects, which keeps follow-up consistent across the team.
- Deal insightsFreddy AI highlights deals at risk and suggests next steps, so managers can step in early.
- Freshworks connectionsWorks with Freshdesk and other Freshworks apps, so sales and support see the same customer history.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Growth | $9/user/mo annual | Contacts, deals, built-in phone and email, and basic automation |
| Pro | Higher | Multiple pipelines, more automation and more Freddy AI features |
| Enterprise | Higher | Advanced customisation, controls and AI for larger teams |
21-day free trial. Prices are per user in USD, billed annually, checked November 2026.
Pros and cons
Pros
- Very low entry price per seat
- AI scoring helps reps prioritise
- Phone and email built in
- Pairs well with Freshdesk
Cons
- Best AI features sit on higher plans
- Reporting is limited on Growth
- Smaller app ecosystem than HubSpot or Salesforce
Is it right for you?
Choose Freshsales ifYou want an affordable sales CRM with built-in calling and AI help, especially if you use Freshdesk.
Look elsewhere ifYou need deep customisation or a large integration marketplace.
#8Best for teams already on monday.com
monday CRM
Monday.com's take on a flexible sales CRM — colorful and visual.
- Paid plans from
- $12/seat/mo annual
- Free plan
- No (14-day trial)
- Best for
- Teams already using monday.com
- Works on
- Web, Mac, Windows, iOS, Android, API
monday CRM is a sales CRM built on monday.com's boards. Pipelines, leads, contacts and accounts are boards you can shape with your own columns, views and automations. It is easy to pick up, and teams that already run projects in monday.com feel at home straight away. There is no free plan, but the trial needs no card.
Its edge over other picks is what happens after the sale. Because it sits on the monday.com platform, the same workspace can handle onboarding, delivery and account management. Seats are sold in bundles starting at three, so very small teams may pay for users they do not need, and email sequences sit on the Pro plan.
Key features
- Customisable boardsBuild pipelines and lead lists with your own columns and views, such as Kanban, table or timeline. The CRM fits your process without a developer.
- Email sync and trackingConnect Gmail or Outlook to send and log emails from the CRM and see when they are opened.
- No-code automationsSet rules like "when a deal is won, create an onboarding item" so work moves between teams automatically.
- Mass emails and sequencesOn Pro, send emails to many contacts at once and run timed email sequences.
- AI agentsAI plan variants add agents such as a lead sourcer and an outreach caller, plus AI credits for routine sales tasks.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Basic | $12/seat/mo annual | Pipeline boards, 1,000 contacts and deals and one dashboard |
| Standard | $17/seat/mo annual | 10,000 contacts and deals, automations, communication timeline and mobile apps |
| Pro | $28/seat/mo annual | 100,000 contacts and deals, mass emails, sequences and many more automations |
| Ultimate | Custom | Unlimited records, advanced permissions and priority support |
14-day free trial, no card required. Prices are per seat in USD, billed annually, with a 3-seat minimum. Checked on monday.com/crm/pricing, November 2026.
Pros and cons
Pros
- Very easy to customise
- Familiar for monday.com users
- Handles post-sale work in the same place
- Clean, visual interface
Cons
- 3-seat minimum and seat bundles
- Sequences need the Pro plan
- Less sales depth than dedicated sales CRMs
Is it right for you?
Choose monday CRM ifYour company already works in monday.com and wants sales and delivery on one platform.
Look elsewhere ifYou are a solo seller or need advanced forecasting and calling.
#9Best CRM for Google Workspace
Copper
CRM that lives inside Gmail — the best Google Workspace integration.
- Paid plans from
- $23/seat/mo annual
- Free plan
- No (trial)
- Best for
- Google Workspace teams
- Works on
- Web, Chrome extension for Gmail, iOS, Android
Copper is a CRM designed around Google Workspace. Its Chrome extension puts the CRM inside Gmail, so you can see a contact's history, add leads and update deals without leaving your inbox. Emails, meetings and files from Google Calendar and Drive link to records automatically, so the CRM stays current with little effort.
The difference from other picks is how little data entry it needs for Gmail users. That suits relationship-driven businesses such as agencies, consultancies and professional services. Copper also includes simple project tracking for work after the sale. The catch is the tie to Google, so Microsoft 365 teams should choose another CRM.
Key features
- Gmail extensionShows CRM records next to your emails and lets you create leads and update deals from the inbox.
- Automatic contact capturePulls contacts, emails and meetings from Google Workspace into the CRM, so records stay complete without manual logging.
- PipelinesTrack deals through stages, with the related emails, files and meetings attached to each one.
- Project managementTrack client work after a deal closes in the same CRM, which helps agencies and service businesses.
- Workflow automationOn Professional and above, automate repetitive steps such as creating tasks or updating fields when a deal moves.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Basic | $23/seat/mo annual | 2,500 contacts, pipelines, project management, task automation and contact enrichment |
| Professional | $59/seat/mo annual | 15,000 contacts, workflow automation, bulk email, reporting and integrations |
| Business | $99/seat/mo annual | Unlimited contacts, email series, custom reports and premium support |
Free trial, no card required. Prices are per seat in USD, billed annually, checked on copper.com/pricing, November 2026.
Pros and cons
Pros
- Works inside Gmail
- Very little manual data entry
- Project tracking included
- Easy for non-sales staff to use
Cons
- Only makes sense on Google Workspace
- Basic plan caps contacts at 2,500
- Automation and reporting need Professional
Is it right for you?
Choose Copper ifYour team lives in Gmail and Google Calendar and wants a CRM that fills itself in.
Look elsewhere ifYou use Microsoft 365 or need advanced sales features such as dialers and forecasting.
- Paid plans from
- $24/user/mo annual
- Free plan
- No (14-day trial)
- Best for
- Founders, agencies, investors and recruiters
- Works on
- Web, Chrome extension, iOS
folk is a lightweight CRM for relationship-driven work rather than classic sales pipelines. Founders use it for fundraising and partnerships, agencies for new business and recruiters for candidates. A Chrome extension imports people from LinkedIn in one click, and email, calendar and WhatsApp sync keeps conversations attached to each contact.
Next to the heavier CRMs on this list, folk is simple and quick to set up. Contact enrichment, AI fields and mail merge campaigns are included on the entry plan. It skips forecasting, calling and deep automation, so it is not the right fit for a structured sales team with quotas and managers.
Key features
- LinkedIn Chrome extensionSaves people and companies from LinkedIn into folk in one click, with their details filled in.
- Contact enrichmentFinds missing details such as emails and company information, which saves time on research.
- Email campaignsSend personalised mail merge emails to a group from your own inbox and track replies.
- Magic fieldsAI fills in fields such as a summary or category for each contact, so lists stay organised.
- Email sequencesOn Premium, send timed follow-up emails that stop when the contact replies.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Standard | $24/user/mo annual | Pipelines, email campaigns, enrichment, AI assistants, LinkedIn extension and email, calendar and WhatsApp sync |
| Premium | $48/user/mo annual | Custom objects, email sequences, dashboards, API access and higher limits |
| Enterprise | From $80/user/mo annual | Custom limits, security controls, dedicated onboarding and priority support |
14-day free trial, no card required. Prices are per user in USD, billed annually, checked on folk.app/pricing, November 2026.
Pros and cons
Pros
- Fast to set up and easy to use
- Strong LinkedIn import
- Campaigns and enrichment on the entry plan
- Good for networks, not just deals
Cons
- No forecasting or calling
- Sequences and dashboards need Premium
- Limited for larger sales teams
Is it right for you?
Choose folk ifYou manage relationships such as investors, partners, candidates or agency clients and want a simple, tidy CRM.
Look elsewhere ifYou run a sales team with quotas, forecasts and complex automation.
Best CRM software by need
How much does CRM software cost in 2026?
CRM pricing is almost always per user a month, with discounts for annual billing and steep jumps between tiers.
| Tier | Typical price | Tools at this level | Who it suits |
|---|---|---|---|
| Free | $0 | HubSpot, Zoho CRM, Attio, Salesforce Free Suite | Teams of one to three people starting out |
| Starter | $9 to $25/user/mo | Pipedrive, Zoho CRM, Close Solo, Freshsales, monday CRM, Copper, folk | Small sales teams |
| Professional | $50 to $100/user/mo | HubSpot Professional, Pipedrive Premium, Close Growth, Copper Professional | Growing teams needing automation and reporting |
| Enterprise | $150+/user/mo | Salesforce, HubSpot Enterprise, Zoho Ultimate | Large sales orgs with complex processes |
Entry prices from vendor pricing pages, November 2026.
For a team of 10, the difference between a $15 and a $90 per-user plan is about $9,000 a year, so match the plan to features you will use.
How we chose the best CRM software tools
We started with the 14 CRMs in the MakeSuccessOnline directory and scored each on the criteria below using our hands-on reviews, vendor documentation and current per-seat pricing. Prices were checked on vendor sites in November 2026.
- Pipeline and contact managementHow well the CRM tracks deals, contacts, companies and activity.25%
- Ease of use and adoptionHow quickly reps can use it daily with little training.20%
- Automation and AIWorkflow rules, sequences, lead scoring and AI assistants.15%
- Pricing per seatFree plan limits and real cost for a team of five and twenty.20%
- IntegrationsEmail, calendar, calling, marketing and data tools.10%
- ReportingDashboards, forecasting and custom reports.10%
How to choose CRM software
- Map your sales process firstList your stages, who touches a deal and what data you need before you look at tools.
- Count seats and price per seatMultiply the plan you need by your team size, including likely hires this year.
- Check email and calendar syncAutomatic logging is what keeps CRM data complete without nagging reps.
- Run a two-week pilot with real dealsGet two or three reps to use it daily and ask what slowed them down.
- Confirm integrations and migrationCheck your calling, marketing and billing tools connect, and how you will import existing data.
- Look past the first yearWatch for onboarding fees, annual-only discounts and price jumps between tiers.
Check during the free trial
- Does it log emails and meetings automatically?
- Can you build your exact pipeline stages?
- What does it cost with every seat you need?
- Can reps use it well on mobile?
- How easy is it to import your current contacts and deals?
Red flags
- Mandatory onboarding fees on mid-tier plans
- Key features like automation only on top tiers
- Seat bundles that force you to overbuy
- Long annual contracts with no monthly option
- Data exports that need a support ticket
CRM software FAQ
What is the best CRM software?
HubSpot is the best CRM for most growing teams, Salesforce for enterprise sales teams, Pipedrive for small teams that want a simple visual pipeline, and Attio for startups.
What is the best free CRM?
HubSpot has the most complete free CRM, covering two users and 1,000 contacts. Zoho CRM and Attio are free for three users, and Salesforce now has a Free Suite for two users.
How much does a CRM cost?
Most CRMs cost $9 to $25 per user a month on entry plans and $50 to $100 per user on professional plans. Enterprise CRMs such as Salesforce can cost $150 or more per user a month.
Is HubSpot or Salesforce better?
HubSpot is easier to set up and better for small and mid-sized teams that want marketing and sales together. Salesforce is better for large organisations with complex sales processes and an admin to manage it.
What is the easiest CRM to use?
Pipedrive and Attio are the easiest CRMs to learn, thanks to visual pipelines and clean interfaces. Capsule is also very simple for small teams.
Do small businesses need a CRM?
Yes, once more than one person handles customers or deals. A free CRM keeps contacts, emails and follow-ups in one place, so nothing falls through the cracks.
About the reviewer
Editor & Reviewer, MakeSuccessOnline
William Harrison is an editor and reviewer at MakeSuccessOnline. He reviews each tools ranking before it goes live, checking plans, prices, free tiers and features against the tool's own documentation, and keeps rankings current as tools change.