Independently tested ranking
Best CRM Software for Agencies in 2026
10 CRMs compared on new-business pipelines, client sub-accounts, white label, project handoff and price per seat, to find the best CRM software for agencies.
- Tools compared
- 10
- With a free plan
- 4 of 10
- Median entry price
- $19/user/mo
- Average rating
- 4.4
On this page
Which CRM is best for agencies?
The best CRM software for agencies in 2026 is HubSpot for agencies that want CRM, marketing and service on one free-to-start database, HighLevel for white-label client sub-accounts, Pipedrive for a simple new-business pipeline, monday CRM for passing won deals straight to delivery boards and Zoho CRM for deep customization on a budget. HubSpot's free CRM covers 2 users, and HighLevel's Unlimited plan costs $297 a month for unlimited client sub-accounts.
Our top picks
Best overall
HubSpot
A free CRM to start, with marketing, sales and service on one database as the agency grows.
Paid plans from $20/seat/mo
See why we picked itBest for white-label client CRM
HighLevel
Client sub-accounts, white-label branding and unlimited sub-accounts for $297 a month.
Paid plans from $97/mo
See why we picked itBest for new business
Pipedrive
A clean visual pipeline for pitches and proposals that small teams keep up to date, from $14 a user.
Paid plans from $14/user/mo annual
See why we picked itKey takeaways
- Agencies use a CRM for two different jobs: winning new business (HubSpot, Pipedrive) and running CRM for clients (HighLevel). Decide which one you are buying for first.
- HighLevel is the only pick here with client sub-accounts and white label built in. Unlimited sub-accounts cost $297/mo flat.
- Four picks have a free plan: HubSpot (2 users), Zoho CRM (3 users), Attio (3 users) and Capsule (2 users, 250 contacts).
- If won deals become projects, look at CRMs with delivery built in: monday CRM, Insightly, Copper and Capsule all track post-sale work.
- Check seat minimums and onboarding fees. monday CRM needs at least 3 seats, and HubSpot Professional adds a $1,500 one-time onboarding fee.
What is CRM software?
The best CRM software for agencies is a system that tracks prospects, proposals and client relationships in one place, so an agency can win new business and keep existing clients without losing context. It stores contacts and companies, logs emails and meetings, and moves deals through stages from first call to signed retainer.
CRM software for agencies also has to handle what happens after the deal. Some agencies need a CRM with project management so a won deal turns into tracked client work. Others need a white label CRM with client sub-accounts so they can run pipelines, forms and follow-ups for each client and bill for it. A good agency CRM fits the way your team sells and delivers, not just the way a sales team sells.
Best CRM software compared
| # | Tool | Best for | Free plan | Paid plans from | Our rating |
|---|---|---|---|---|---|
| 1 | HubSpot |
All-round agency CRM | Yes (2 users) | $20/seat/mo | ★4.5 |
| 2 | HighLevel | White-label client CRM | No (14-day trial) | $97/mo | Not yet reviewed |
| 3 | Pipedrive |
New-business pipeline | No (14-day trial) | $14/user/mo annual | ★4.5 |
| 4 |  monday CRM |
Sales plus client delivery | No (14-day trial) | $12/seat/mo annual | ★4.4 |
| 5 |  Zoho CRM |
Low-cost, highly customizable | Yes (3 users) | $14/user/mo annual | ★4.1 |
| 6 |  Copper |
Google Workspace agencies | No (free trial) | $23/seat/mo annual | ★4.3 |
| 7 |  Insightly |
CRM with built-in projects | No (14-day trial) | Varies by plan | ★4.0 |
| 8 |  Capsule |
Simple CRM for small agencies | Yes (2 users, 250 contacts) | $18/user/mo annual | ★4.4 |
| 9 |  Attio |
Flexible data model | Yes (3 users) | $40/mo annual (1 seat) | ★4.7 |
| 10 |  Nutshell |
CRM plus email marketing | No (14-day trial) | Varies by plan | ★4.3 |
Ratings are MakeSuccessOnline's. Prices are the cheapest paid plan, billed monthly unless marked annual, checked November 2026. Most CRMs charge per user, so multiply by your team size.
The 10 best CRM software in 2026
Agencies buy CRMs for different reasons. Some need a tidy new-business pipeline, some need delivery tracking, and some run CRM for their clients. Each tool below leads one of those jobs.
#1Best overall CRM for agencies
HubSpot
A free CRM with sales, marketing and service tools on one database, plus pipelines, email tracking, meeting links, sequences and Breeze AI.
- Paid plans from
- $20/seat/mo
- Free plan
- Yes (2 users)
- Best for
- Small to mid-size businesses and growing teams, especially those also using HubSpot for marketing or service
- Works on
- Web, iOS, Android, API
HubSpot is the safest all-round pick for agencies because it covers the whole client lifecycle on one database. You can track prospects and proposals in deal pipelines, see when a prospect opens your pitch email, and share a meeting link that books straight into your calendar. The free CRM covers 2 users, which is enough for founders handling new business.
As the agency grows, the same records feed marketing and service work. Starter adds more pipelines, simple automation and forecasting for $20 a seat. Professional adds sequences, lead scoring, custom reports and full workflows, but it requires an annual commitment and a $1,500 onboarding fee, so budget for that jump before you rely on it.
Key features
- Deal pipelines and forecastingTrack pitches and proposals through custom stages and see forecasts by person or team, so you can spot stalled new-business deals early.
- Email tracking and meeting linksSee when a prospect opens your proposal email and share a booking link synced with your calendar, which cuts back-and-forth on discovery calls.
- SequencesOn Professional and above, enroll prospects in timed email and task series that stop when they reply, useful for following up after a pitch.
- WorkflowsAutomate tasks, deal updates and lead rotation. Starter has simple automation; Professional adds full workflows.
- Breeze AIDrafts emails, summarizes records and researches companies using your CRM data, which speeds up prep before a client call.
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 automation, forecasting and calling minutes |
| Sales Hub Professional | From $90/seat/mo | Sequences, lead scoring, custom reports and full workflows; annual commitment plus $1,500 one-time onboarding |
| Sales Hub Enterprise | $150/seat/mo | Higher limits, team-level forecasting and advanced controls; annual commitment plus $3,500 one-time onboarding |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. 14-day free trial of Professional.
Pros and cons
Pros
- Marketing, sales and service on one database
- Free CRM for 2 users to start on
- Easy for account managers to learn
- Huge range of integrations in the App Marketplace
Cons
- Big price jump from Starter to Professional
- Onboarding fees on Professional and Enterprise
- Costs grow quickly as you add seats and hubs
Is it right for you?
Choose HubSpot ifYou want one CRM for winning new business and managing client relationships, and you may add HubSpot marketing or service tools later.
Look elsewhere ifYou need separate white-label CRM accounts for each client, or you cannot absorb Professional pricing and onboarding fees.
#2Best for white-label CRM with client sub-accounts
HighLevel
An all-in-one agency platform that bundles CRM, pipelines, funnels, websites, email, SMS, calendars and automation, and can be rebranded and resold to clients.
- Paid plans from
- $97/mo
- Free plan
- No (14-day trial)
- Best for
- Marketing agencies and consultants serving local and small businesses
- Works on
- Web, iOS, Android, API
HighLevel, often called GoHighLevel, is a CRM for agencies to run on behalf of clients rather than a CRM for the agency's own sales team. Each client gets a sub-account with contacts, pipelines, a shared inbox, calendars and workflows, all managed from one agency dashboard. For agencies serving local businesses, that means lead capture, follow-up and booking live in one place.
The business model is the main draw. White-label branding puts the platform on your own domain and logo, and SaaS mode on Agency Pro lets you resell it and rebill usage. The trade-offs are a steep learning curve and usage-based sending costs, so price those into each client retainer before you sign the first one.
Key features
- Client sub-accountsEach client gets its own workspace with contacts, pipelines and campaigns, managed from one agency dashboard. Unlimited sub-accounts start on the $297 Unlimited plan.
- CRM and pipelinesTrack each client's leads and deals through custom stages with a full conversation history per contact.
- WorkflowsA visual builder triggers emails, texts, tasks and pipeline moves from forms and bookings, so one lead follow-up setup can be reused across similar clients.
- Unified conversationsSMS, email, Facebook, Instagram and web chat land in one inbox per sub-account, so your team or the client can reply fast.
- White label and SaaS modeRebrand the platform with your domain and logo. On Agency Pro, SaaS mode lets you resell it to clients as recurring revenue.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Starter | $97/mo | CRM, pipelines, funnels, websites, email, SMS, calendars and workflows for up to 3 client sub-accounts |
| Unlimited | $297/mo | Everything in Starter with unlimited sub-accounts, API access and a branded desktop app |
| Agency Pro | $497/mo | SaaS mode to resell the platform to clients and rebill usage |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. 14-day free trial. Email and SMS sending is billed by usage on top of the plan.
Pros and cons
Pros
- Replaces several separate tools for each client
- Unlimited client sub-accounts from $297/mo
- Can be white-labeled and resold
- Active community and frequent feature releases
Cons
- Steep learning curve and busy interface
- Email and SMS sending billed on top by usage
- Support quality is mixed
Is it right for you?
Choose HighLevel ifYou serve local or small business clients and want to sell CRM, follow-up automation and booking as one branded package.
Look elsewhere ifYou only need a CRM to track your own agency's new business, where a simpler sales CRM costs less and is faster to learn.
#3Best for tracking agency new business
Pipedrive
A sales CRM built around a visual pipeline, helping small teams track deals and stay on top of follow-ups.
- Paid plans from
- $14/user/mo annual
- Free plan
- No (14-day trial)
- Best for
- Small and mid-sized sales teams, including agencies tracking new business
- Works on
- Web, iOS, Android, API
Pipedrive suits agencies whose main CRM job is winning new clients. You set up stages such as discovery call, proposal sent and negotiation, then drag each prospect along as the pitch moves. The value of each stage is visible at a glance, so founders and business development leads know which proposals need a nudge this week.
Activity-based selling is the habit-forming part: every deal has a next call, meeting or task, and Pipedrive flags anything overdue. Email and calendar sync link pitch emails and meetings to the right prospect and deal. If you want delivery tracking too, the Projects add-on extends the CRM past the signed deal, at extra cost.
Key features
- Visual pipelineDrag deals between stages and see the value of each stage, so you always know which pitches and proposals need attention.
- Activity-based sellingSchedule calls, meetings and tasks on each deal and get reminders when a follow-up is overdue.
- Email and calendar syncConnect your inbox and calendar so pitch emails and meetings link to the right contacts and deals.
- Workflow automationSet triggers such as creating a follow-up task when a proposal moves to a new stage.
- Add-onsLeadBooster, Campaigns, Smart Docs and Projects extend lead capture, email marketing, proposal documents and client delivery.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Lite | $14/user/mo annual | Visual pipeline, lead and deal management, and email and calendar sync |
| Growth | Higher | Workflow automation, email tracking and more sales tools |
| Premium | Higher | Advanced reporting, more automation and controls |
| Ultimate | Higher | Highest limits, security and support for larger teams |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. 14-day free trial. Add-ons are priced separately.
Pros and cons
Pros
- Very easy for a small team to adopt
- Clear visual view of every pitch
- Low entry price per seat
- Good mobile apps
Cons
- No free plan
- Lead capture, campaigns and projects cost extra
- Reporting is basic on lower plans
Is it right for you?
Choose Pipedrive ifYour agency wants a clean, focused pipeline for pitches and proposals that busy people will actually keep updated.
Look elsewhere ifYou need built-in marketing automation, client sub-accounts or a free CRM.
#4Best for moving won deals straight into delivery
monday CRM
A customizable sales CRM built on monday.com boards, with automations, email tracking and post-sale management.
- Paid plans from
- $12/seat/mo annual
- Free plan
- No (14-day trial)
- Best for
- Small and mid-sized teams that want a visual, no-code CRM shaped to their own process
- Works on
- Web, Mac, Windows, iOS, Android, API
monday CRM fits agencies that want selling and delivery to feel like one process. You build the pipeline on boards with your own columns and views, then handle onboarding and account work on boards in the same workspace. When a retainer is signed, an automation can open the onboarding item for the delivery team, which is where many agencies drop the ball.
It is easy to shape without a developer, and it feels familiar to agencies already on monday.com for projects. Basic starts at $12 a seat billed annually, but the 3-seat minimum makes the real entry cost $36 a month. Automations start on Standard, and mass emails and sequences need Pro.
Key features
- Post-sale managementHandle onboarding and account work on boards in the same workspace as the pipeline, so delivery starts from the deal record.
- No-code automationsRules such as creating an onboarding item when a deal is won move work between sales and delivery automatically (Standard and above).
- Customizable boardsBuild pipelines and lead lists with your own columns and Kanban, table or timeline views, so the CRM matches how your agency pitches.
- Email sync and trackingConnect Gmail or Outlook to send and log client emails from the CRM and see when they are opened.
- DashboardsTurn board data into pipeline charts so agency leads can see new-business progress at a glance.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Basic | $12/seat/mo annual | Pipeline boards, 1,000 contacts and deals, one dashboard; 3-seat minimum |
| Standard | $17/seat/mo annual | 10,000 contacts and deals, automations, communication timeline, mobile apps |
| Pro | $28/seat/mo annual | 100,000 contacts and deals, mass emails, sequences, more automations |
| Ultimate | Custom | Unlimited records, advanced permissions, priority support |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. 14-day free trial, no card required. Basic, Standard and Pro have a 3-seat minimum.
Pros and cons
Pros
- Sales and delivery in one workspace
- Very easy to customize without code
- Familiar for monday.com users
- Clean, visual interface
Cons
- 3-seat minimum and seat bundles
- Automations need Standard and sequences need Pro
- Less sales depth than dedicated sales CRMs
Is it right for you?
Choose monday CRM ifYour agency already runs projects on monday.com, or you want won deals to turn into onboarding work automatically.
Look elsewhere ifYou are a solo consultant (3-seat minimum) or you want a free CRM.
#5Best for deep customization on a budget
Zoho CRM
A highly customizable CRM with a free plan for up to 3 users, strong process automation and connections to the wider Zoho suite.
- Paid plans from
- $14/user/mo annual
- Free plan
- Yes (3 users)
- Best for
- Small to large businesses that want a configurable CRM
- Works on
- Web, iOS, Android, API
Zoho CRM suits agencies that want to model their business closely without paying enterprise prices. Custom modules and layouts let you track things beyond deals, such as retainers, referral partners or RFPs, and Blueprint makes sure each stage of a pitch is completed in order. The free plan covers 3 users with contacts, deals and basic workflows.
The wider Zoho suite is the other draw. Zoho Books, Zoho Desk and Zoho Campaigns share data with the CRM, so billing, support and email can sit close to each client. Standard costs $14 a user billed annually. Expect to spend real time on setup, because flexibility comes with a learning curve.
Key features
- Custom modules and layoutsCreate your own record types and fields to track retainers, referral partners or pitches alongside deals.
- BlueprintMaps your sales process step by step and makes sure each stage, such as brief, proposal and contract, is completed in the right order (Professional).
- Workflow automationRules send emails, create tasks and update fields automatically, with basic workflows even on the free plan.
- Zoho suite connectionsShares data with Zoho Books, Zoho Desk and Zoho Campaigns, so invoicing, support and email live close to each client record.
- Zia AIOn higher plans, predicts deal outcomes, suggests the best time to contact leads and answers questions about your data.
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 inventory and quotes |
| Enterprise | Higher | Multi-team management, advanced Zia AI and developer tools |
| Ultimate | Higher | Enterprise features plus advanced analytics |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Free trial on paid plans.
Pros and cons
Pros
- Deep customization for the price
- Free plan for up to 3 users
- Strong process automation
- Connects to Zoho Books, Desk and Campaigns
Cons
- Busy interface with a learning curve
- Setup takes time to get right
- Best AI features sit on higher tiers
Is it right for you?
Choose Zoho CRM ifYou want a low-cost CRM you can shape around your agency's process, or you already use Zoho apps.
Look elsewhere ifYou want a minimal CRM that works with almost no setup.
#6Best for agencies that live in Gmail
Copper
A CRM built for Google Workspace that captures contacts and activity from Gmail and Calendar automatically.
- Paid plans from
- $23/seat/mo annual
- Free plan
- No (free trial)
- Best for
- Small and mid-sized teams on Google Workspace, including agencies and service businesses
- Works on
- Web, Chrome extension for Gmail, iOS, Android
Copper is the CRM for agencies where client relationships run through Gmail. A Chrome extension shows the CRM record next to each email, and you can create a lead or update a deal without leaving the inbox. Contacts, emails and meetings flow in from Google Workspace automatically, which matters when account managers dislike data entry.
Copper also tracks client work after the deal closes, so a small agency can manage pitches and delivery in one place. Basic costs $23 a seat billed annually and includes pipelines, project management and contact enrichment, but caps contacts at 2,500. Workflow automation, bulk email and reporting start on Professional at $59 a seat.
Key features
- Gmail extensionShows CRM records next to your emails and lets you create leads and update deals from the inbox, where account managers already work.
- Automatic contact capturePulls contacts, emails and meetings from Google Workspace into the CRM, so client records stay complete without manual logging.
- Project managementTrack client work after a deal closes in the same CRM, so delivery picks up from the signed deal.
- PipelinesTrack pitches through stages with the related emails, files and meetings attached to each one.
- Workflow automationOn Professional and above, create tasks or update fields automatically when a deal moves.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Basic | $23/seat/mo annual | 2,500 contacts, pipelines, project management, task automation, contact enrichment |
| Professional | $59/seat/mo annual | 15,000 contacts, workflow automation, bulk email, reporting, integrations |
| Business | $99/seat/mo annual | Unlimited contacts, email series, custom reports, premium support |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Free trial, no card required.
Pros and cons
Pros
- Works inside Gmail
- Very little manual data entry
- Project tracking included on Basic
- 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 agency runs on Google Workspace and wins work through relationships and referrals managed in Gmail.
Look elsewhere ifYour team uses Microsoft 365 or Outlook, or you need a free CRM.
#7Best for turning won deals into client projects
Insightly
A CRM with sales pipelines, project management and workflow automation, with optional marketing and service products.
- Paid plans from
- Varies by plan
- Free plan
- No (14-day trial)
- Best for
- Small and mid-sized B2B businesses and agencies that want sales and project delivery in one system
- Works on
- Web, iOS, Android
Insightly is a good fit for agencies that want sales and delivery in one database rather than two tools stitched together. When a pitch is won, you convert the opportunity into a project with milestones and tasks, and the project stays linked to the client's contacts, company and original deal. Account managers can see the full history before every status call.
Relationship linking is useful for agencies with complex client structures, such as a parent brand with several business units and different decision makers. Lead routing assigns new inquiries to the right person, and workflow automation arrives on Professional. Optional marketing and service products are available, but they raise the total cost.
Key features
- Project managementConvert won opportunities into projects with milestones and tasks, so delivery continues in the same CRM.
- Relationship linkingLink contacts, organizations, opportunities and projects to show how a client's people and work connect.
- Lead and opportunity managementTrack inquiries and pitches through pipelines with custom stages and fields.
- Lead routingAssign new leads to the right person automatically based on rules, such as service line or region.
- Workflow automationAutomate field updates, task creation and approvals on Professional and above.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Plus | Higher | Core CRM, pipelines, email sync and projects |
| Professional | Higher | Workflow automation, lead routing and more customization |
| Enterprise | Higher | Advanced permissions, higher limits, sandbox and priority support |
Plans are priced per user and change often, so check the vendor's pricing page before you buy. 14-day free trial.
Pros and cons
Pros
- Projects built into the CRM
- Strong relationship linking
- Good automation on the mid tier
- Optional marketing and service add-ons
Cons
- No free plan
- Interface feels dated next to newer CRMs
- Add-on products raise total cost
Is it right for you?
Choose Insightly ifYou want won deals to become tracked client projects inside the CRM, with every record linked.
Look elsewhere ifYou want a free CRM or a modern, minimal interface.
#8Best for small boutique agencies
Capsule
A simple, easy-to-learn CRM for managing contacts, sales pipelines and projects.
- Paid plans from
- $18/user/mo annual
- Free plan
- Yes (2 users, 250 contacts)
- Best for
- Small businesses, freelancers and agencies that want a straightforward CRM
- Works on
- Web, iOS, Android
Capsule is a good CRM for small agencies that want order without a big system. Each client and prospect gets one timeline of notes, emails, files and tasks, and pipelines show what new business is open and what it is worth. It works with Gmail, Outlook and Microsoft 365, so it fits whichever email setup your team uses.
Projects track post-sale work linked to the client and deal, and tracks create repeatable task lists, such as an onboarding checklist for every new retainer. The free plan covers 2 users and 250 contacts. Starter costs $18 a user billed annually, and automation arrives on Growth at $36 a user.
Key features
- ProjectsTrack client deliverables as projects linked to contacts and deals, so a small team can see what is in delivery.
- Tasks and tracksSet up repeatable task lists, such as a new-client onboarding checklist, so steps are not missed.
- Sales pipelinesTrack pitches through your own stages with a clear view of what is open and its value.
- Gmail and Outlook emailSend email from inside the CRM and keep every client conversation on the contact record.
- Accounting integrationsConnect Xero or QuickBooks to see invoices and payments next to each client.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Free | $0 | Up to 2 users, 250 contacts, 1 sales pipeline, Gmail or Outlook email |
| Starter | $18/user/mo annual | Higher contact and pipeline limits, professional mail server support ($22 billed monthly) |
| Growth | $36/user/mo annual | More advanced sales features, including automation ($40 billed monthly) |
| Advanced | $54/user/mo annual | Higher limits and more advanced features |
| Ultimate | $72/user/mo annual | Highest limits and full feature set |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Free trial on paid plans.
Pros and cons
Pros
- Very easy to learn
- Free plan for 2 users
- Works with Gmail, Outlook and Microsoft 365
- Clear, fair paid plans
Cons
- Free plan capped at 250 contacts
- No built-in marketing or support tools
- Reporting is basic on lower tiers
Is it right for you?
Choose Capsule ifYou run a small or boutique agency and want contacts, pipelines and client projects in a CRM your team will learn in an afternoon.
Look elsewhere ifYou need marketing automation, client sub-accounts or complex sales processes.
#9Best for custom client and partner data
Attio
An AI-native, flexible CRM that builds itself from your email and calendar data.
- Paid plans from
- $40/mo annual (1 seat)
- Free plan
- Yes (3 users)
- Best for
- Startups, SaaS and B2B teams, agencies and investors who want a modern, customizable CRM
- Works on
- Web, iOS, API
Attio suits agencies that track more than clients and prospects. Referral partners, freelancers, past clients and conference contacts can each get their own list or object, with views built around how you use them. Because Attio creates and enriches records from your email and calendar, you start with a full CRM instead of an empty one.
The free plan covers 3 users and includes enrichment, workflows and the Ask Attio assistant, which is a lot for a small agency. Plus costs $40 a month billed annually for the workspace with 1 seat, plus $35 for each extra seat. Custom objects, sequences and call intelligence need Pro, at $100 a month with 1 seat.
Key features
- Automatic enrichmentCreates and fills in company and contact records from your email, calendar and public data, so your client and prospect list builds itself.
- Flexible objects and listsModel clients, referral partners or freelancers and build lists and views around them. Custom objects are on Pro and above.
- WorkflowsA visual builder automates tasks such as routing new inquiries or updating records, included on the free plan.
- Ask AttioAn AI assistant that answers questions and does research using the data in your workspace, useful before a pitch.
- Email and calendar syncSyncs Gmail or Outlook and calendars so communication history is on every client record.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Free | $0 | Up to 3 users with enrichment, workflows and the AI assistant |
| Plus | $40/mo annual | Workspace with 1 seat (extra seats $35/mo annual); email sharing with AI summaries, private lists, higher limits |
| Pro | $100/mo annual | Workspace with 1 seat (extra seats $79/mo annual); custom objects, sequences, call intelligence, advanced reporting |
| Ultra | $1,000/mo annual | Workspace with 5 seats; unlimited objects, SSO, SCIM, audit logs, hands-on onboarding |
List prices as of November 2026; plans change often, so check the vendor's pricing page before you buy. Paid plans are priced per workspace with included seats.
Pros and cons
Pros
- Fast, modern interface
- Fills itself from email and calendar
- Flexible data model for any workflow
- Useful free plan for 3 users
Cons
- Fewer integrations than older CRMs
- Sequences and custom objects need Pro
- Per-workspace plus per-seat pricing can confuse
Is it right for you?
Choose Attio ifYour agency wants to track clients, partners and referrals your own way in a modern CRM with a generous free plan.
Look elsewhere ifYou need project delivery tracking, client sub-accounts or a deep integration marketplace.
#10Best for CRM and email marketing from one vendor
Nutshell
A sales CRM for small B2B teams with pipelines, automation, reporting and an optional email marketing product.
- Paid plans from
- Varies by plan
- Free plan
- No (14-day trial)
- Best for
- Small and mid-sized B2B sales teams and agencies that want an easy CRM with strong support
- Works on
- Web, iOS, Android
Nutshell fits agencies that want a straightforward pipeline plus a way to market to their own prospect list. Visual pipelines and email sync handle new business, sales automation creates follow-up tasks so pitches do not stall, and funnel, forecast and activity reports show how the pipeline is doing. Responsive customer support is one of its strengths.
The optional marketing product lets you send newsletters and drip campaigns from the same contacts, so your agency newsletter and nurture emails do not need a separate tool. Team collaboration features let you assign leads and mention teammates on records. Expect to pay more for advanced features and for the marketing product.
Key features
- Marketing add-onSend newsletters and drip campaigns to prospects and past clients from the same contact data as your pipeline.
- Visual pipelinesTrack pitches through custom stages with drag-and-drop boards, so everyone knows the next step.
- Sales automationAutomate follow-up tasks and stage-based steps so proposals do not stall.
- ReportingBuilt-in funnel, forecast and activity reports show how new business is performing.
- Team collaborationShare contacts and deals, assign leads and mention teammates on records.
Pricing
| Plan | Price | What you get |
|---|---|---|
| Foundation | Higher | Contact management, pipelines, email sync and basic reporting |
| Pro | Higher | More automation, advanced reporting and sales sequences |
| Business | Higher | Advanced features and higher limits |
| Enterprise | Higher | Full feature set and priority support |
Plans are priced per user and change often, so check the vendor's pricing page before you buy. 14-day free trial. The email marketing product is priced separately.
Pros and cons
Pros
- Easy to learn
- Good built-in reporting
- Responsive customer support
- CRM and email marketing from one vendor
Cons
- No free plan
- Marketing features cost extra
- Fewer integrations than larger CRMs
Is it right for you?
Choose Nutshell ifYou want a simple sales CRM with good reports and the option to email prospects from the same contacts.
Look elsewhere ifYou want a free CRM or need deep customization.
Best CRM software by need
- All-round agency CRM with a free startHubSpot
- Running CRM for clients under your brandHighLevel
- Tracking pitches and proposalsPipedrive
- Passing won deals to deliverymonday CRM
- Low cost with deep customizationZoho CRM
- Agencies on Google WorkspaceCopper
- Won deals as linked client projectsInsightly
- Small boutique agenciesCapsule
- Custom client and partner recordsAttio
What to look for in CRM software
- Pipeline for new businessA clear visual pipeline for leads, pitches and proposals, with stages that match how your agency actually wins work. Pipedrive and HubSpot are strongest here.
- Client sub-accounts and white labelIf you run CRM for clients, you need a separate workspace per client and your own branding. HighLevel is built around this; most other CRMs are not.
- Project handoff after the saleA CRM with project management, or boards that sit next to the pipeline, lets won deals move to delivery without retyping. Look at monday CRM, Insightly, Copper and Capsule.
- Email and calendar syncAccount managers live in their inbox. Gmail or Outlook sync keeps every client conversation on the record, and Copper works directly inside Gmail.
- AutomationRules that create tasks, move deals and send follow-ups save hours each week. Check which plan includes automation, since many CRMs lock it above the entry tier.
- Seat pricing that fits a small teamAgencies often have many people who need light access. Watch per-seat costs, seat minimums and onboarding fees, and use free plans to test before you commit.
How much does CRM software for agencies cost in 2026?
Most CRM software for agencies costs $12 to $23 per user per month on the entry paid plan, with free plans for 2 to 3 users. White-label agency platforms charge a flat $97 to $497 a month instead of per seat.
| Tier | Typical price | Tools at this level | Who it suits |
|---|---|---|---|
| Free | $0 | HubSpot (2 users), Zoho CRM (3 users), Attio (3 users), Capsule (2 users) | Founders tracking new business or testing a CRM before the team joins |
| Entry per seat | $12 to $23/user/mo | monday CRM, Pipedrive, Zoho CRM, Capsule (annual), HubSpot Starter, Copper (annual) | Small agencies tracking pitches, clients and simple automation |
| Growth per seat | $28 to $100/user/mo | monday CRM Pro, Capsule Growth, Copper Professional, HubSpot Professional, Attio Pro | Agencies needing sequences, full workflows and better reporting |
| Agency platform | $97 to $497/mo flat | HighLevel Starter, Unlimited and Agency Pro | Agencies running CRM for many clients or reselling it |
Entry prices from vendor pricing pages, November 2026. Per-seat prices are multiplied by your team size, and some plans need annual billing or seat minimums.
Price an agency CRM for your real team. Five people on a $20-a-seat plan is $100 a month, and monday CRM's 3-seat minimum means a solo consultant pays for three. HubSpot Professional also adds a one-time $1,500 onboarding fee. If you run CRM for clients, a flat HighLevel plan can cost less than separate accounts once you pass a few clients, but add usage-based email and SMS costs to each retainer.
How we chose the best CRM software
We started with the CRMs in the MakeSuccessOnline directory and added well-known agency platforms we have not reviewed yet, such as HighLevel. We scored each one on the criteria below with agency work in mind: logging a new inquiry, moving a pitch to proposal and signed, handing a new client to delivery, and, where relevant, setting up CRM for a client. We used our hands-on reviews, vendor documentation and pricing pages checked in November 2026.
- Agency workflow fitPipelines for pitches and proposals, client sub-accounts where needed, and how well the CRM matches agency work.25%
- Project and delivery handoffBuilt-in projects, boards or post-sale tracking so won deals move to delivery.20%
- Ease of useHow quickly account managers and founders can learn and keep the CRM updated.15%
- AutomationTask, deal and follow-up automation, and which plan includes it.15%
- Pricing and valueFree plans, entry price per seat, seat minimums and fees as the team grows.15%
- IntegrationsEmail and calendar sync, accounting and the wider app ecosystem.10%
How to choose CRM software
- Decide what the CRM is forChoose between a CRM for your own new business, a CRM that also tracks delivery, or a white label CRM you run for clients. Each points to a different shortlist.
- Map your pipeline stagesWrite down how you win work, such as inquiry, discovery call, proposal, negotiation and signed. Pick a CRM where those stages are easy to set up and see.
- Plan the handoff to deliveryIf won deals become projects, test how the CRM passes a client to the delivery team. monday CRM, Insightly, Copper and Capsule handle this in the CRM.
- Match your email setupGoogle Workspace agencies should look hard at Copper. Teams on Outlook or Microsoft 365 should confirm Outlook sync before they commit.
- Price it for your whole teamMultiply the per-seat price by everyone who needs access, then add seat minimums, onboarding fees and any usage costs. Compare that with a flat agency plan.
- Start free or on a trialUse HubSpot, Zoho CRM, Attio or Capsule free plans, or a 14-day trial, and run real pitches through the CRM before you migrate everything.
Check during the free trial
- Can we set up pipeline stages that match how our agency wins work?
- How does a won deal become a project or onboarding task for the delivery team?
- Do emails and meetings with clients log automatically from Gmail or Outlook?
- Which plan includes the automation and reports we will actually use?
- What will it cost for our full team after seat minimums, annual billing and fees?
Red flags
- Automation or reporting you need locked behind a much more expensive tier
- Seat minimums or onboarding fees you only discover at checkout
- No easy way to export client records and history if you leave
- A CRM your account managers will not update because it lives outside their inbox
- Usage-based email or SMS costs you have not priced into client retainers
CRM software for agencies FAQ
What is the best CRM software for agencies?
HubSpot is the best CRM software for most agencies because it starts free and keeps marketing, sales and service on one database. HighLevel is best if you run white-label CRM for clients, and Pipedrive is best for a simple new-business pipeline. Pick based on whether the CRM is for your own sales, your delivery or your clients.
Is there a free CRM for agencies?
Yes. HubSpot's free CRM covers 2 users, Zoho CRM and Attio are free for up to 3 users, and Capsule is free for 2 users and 250 contacts. Free plans suit founders tracking new business, but automation, more pipelines and higher limits need a paid plan.
How much does CRM software for agencies cost?
Entry paid plans cost about $12 to $23 per user per month, such as monday CRM at $12 a seat billed annually, Pipedrive at $14 and HubSpot Starter at $20. White-label platforms like HighLevel charge a flat $97 to $497 a month. Check seat minimums and onboarding fees before you buy.
What CRM do marketing agencies use?
Marketing agencies commonly use HubSpot for their own sales and marketing, HighLevel when they run CRM and automation for local business clients, and Pipedrive or monday CRM to track pitches. Agencies that live in Gmail often choose Copper, and small boutique agencies often choose Capsule.
GoHighLevel vs HubSpot: which is better for agencies?
HighLevel is better if you want to run CRM for clients under your own brand, with a sub-account per client and unlimited sub-accounts for $297 a month. HubSpot is better as your agency's own CRM, with a free plan and marketing, sales and service on one database. Many agencies need only one of the two jobs.
Pipedrive vs HubSpot for agencies?
Pipedrive is better for a focused, low-cost new-business pipeline, from $14 a user billed annually. HubSpot is better if you want a free start and plan to add marketing or service tools later. HubSpot costs more once you need Professional features such as sequences and full workflows.
Which CRM has project management for agencies?
monday CRM, Insightly, Copper and Capsule all track client work after the sale. Insightly converts won opportunities into projects with milestones, monday CRM handles onboarding on boards next to the pipeline, Copper includes project management on its Basic plan, and Capsule tracks projects linked to contacts and deals. Pipedrive offers a Projects add-on.
How do I choose a CRM for my agency?
Start by deciding whether the CRM is for your own new business, for delivery handoff or for running CRM for clients. Then map your pipeline stages, check email sync, price it for your whole team and test it with real pitches on a free plan or trial before you migrate.
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.