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Updated October 2026 · 11 top picks

The best CRM software for your industry

Most CRM lists rank the same eight tools for everyone. We split the field by industry, check every price ourselves, and show where vendors won't publish one.

Reviewed by the CRMrated Research TeamPrices verified Oct 14, 2026What changed

Quick picks

The short answer for each situation. Full reviews, pricing and trade-offs follow.

Best forCRMStarting pricePricingWhy
Best free starting pointHubSpot Sales Hub$9/user/moPublishedFree CRM, $9 Starter, marketing built in
Pipeline-driven sales teamsPipedrive$14/user/moPublishedVisual pipeline reps actually use
Best value full suiteZoho CRM$14/user/moPublishedFree for 3 users, deep features
Complex, custom processesSalesforce Sales Cloud$25/user/moPublishedUnmatched customization and ecosystem
Banks and enterprise lendersTotal Expert~$119/user/moEstimateCompliance-approved lender marketing
Loan officers and small teamsBNTouch$95/user/moPublishedMortgage-native with public pricing
Law firms, all-aroundClio Manage + Grow$49/user/moPublishedLargest legal app ecosystem
Legal intake and marketingLawmaticsQuote onlyQuote onlyDeepest legal intake automation
Real estate teamsFollow Up Boss$58/user/moPublishedFast lead routing for agent teams
Independent financial advisorsWealthbox$59/user/moPublishedAdvisor-friendly and transparent
Home service businessesJobber$29/moPublishedQuote, schedule and invoice in one

Compare & pricing

Compare CRM prices side by side

Filter by budget and team size. Tick up to three to compare them column by column.

32 of 32 CRMs

Starting price, all industries

Lowest published or estimated starting price, USD per user per month unless noted. Click a row to add it to the comparison.

Published by vendorThird-party estimateQuote onlyNo public figure
Close$9
Freshsales$9
HubSpot Sales Hub$9
monday CRM$12
Pipedrive$14
Zoho CRM$14
Copper$23
Salesforce Sales Cloud$25
Insightly$29
Jobber$29
Attio$35
Redtail$39
Wise Agent$42
Clio Manage + Grow$49
PracticePanther$49
MyCase$50
Follow Up Boss$58
Housecall Pro$59
Wealthbox$59
Microsoft Dynamics 365 Sales$65
CASEpeer$90
BNTouch$95
Total Expert~$119
Jungo~$129
Smokeball~$149
Litify~$150
Surefire (ICE)~$150
Salesforce Financial Services Cloud$325
BoldTrail (kvCORE)Quote only—
LawmaticsQuote only—
LoftyQuote only—
Velocify (ICE)Quote only—
$0$100$200$300

Per-account prices (Jobber, Housecall Pro, Wise Agent) are shown at the account price. Annual billing where vendors offer both.

Comparing 3
HubSpot Sales Hub
Pipedrive
Zoho CRM
Industry
General business
General business
General business
Starting price
$9/user/moStarter, annual
$14/user/moLite, annual
$14/user/moStandard, annual
Pricing
Published
Published
Published
Best for
1–200 users
2–50 users
1–500 users
Free plan
Yes
No
Yes
Integrations
Google WorkspaceMicrosoft 365
Google WorkspaceMicrosoft 365
Google WorkspaceMicrosoft 365
Strengths
Free CRM with no seat cap · Easiest setup of the big platforms · Marketing tools in the same database
Visual pipeline that reps actually use · Fast time to value
Free for up to 3 users · Strong feature-to-price ratio
Watch out for
Pro tier costs rise fast with seats · Mandatory onboarding fees on upper tiers
Marketing and lead tools are paid add-ons · Light service features
Interface varies across modules · Support quality is uneven
Pricing details

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The list

Best CRMs by industry, reviewed

Each pick names who it's for, who should skip it, and the price we verified.

11 CRMs reviewed

Best CRMs for general business

The right small-business CRM is the one your team will open every day. We compared 11 horizontal CRMs on verified prices, the hidden costs that show up after signup, and who each one actually suits.

Best free starting point

HubSpot Sales Hub

An inbound-marketing CRM with a free tier that grows into full sales and marketing suites.

Who it's for: Small teams that want marketing and sales in one place and a free tier to start.

Skip it if: Teams that will need Professional soon: it jumps to $90 a seat plus $1,500 onboarding.

Pros

  • Free CRM with no seat cap
  • Easiest setup of the big platforms
  • Marketing tools in the same database

Cons

  • Pro tier costs rise fast with seats
  • Mandatory onboarding fees on upper tiers
HubSpot Sales Hub reviewHubSpot Sales Hub pricing

Best for pipeline-driven sales teams

Pipedrive

A visual deal-pipeline CRM built around what salespeople do every day.

Who it's for: Sales teams of 2–50 who live in a deal pipeline.

Skip it if: Teams that need marketing automation or service desk tools.

Pros

  • Visual pipeline that reps actually use
  • Fast time to value

Cons

  • Marketing and lead tools are paid add-ons
  • Light service features
Pipedrive reviewPipedrive pricing

Best value full suite

Zoho CRM

A low-cost, full-featured CRM inside the wider Zoho app family.

Who it's for: Cost-conscious teams that want depth and other Zoho apps.

Skip it if: Teams that need polished support.

Pros

  • Free for up to 3 users
  • Strong feature-to-price ratio

Cons

  • Interface varies across modules
  • Support quality is uneven
Zoho CRM reviewZoho CRM pricing
See all 11 small business crms

5 CRMs reviewed

Best CRMs for mortgage & lending

Mortgage CRMs have to sync with your LOS, keep marketing compliant and nurture borrowers across long cycles. Almost none publish prices, so we show labeled estimates from third-party sources where vendors won't.

Best for loan officers and small teams

BNTouch

A purpose-built mortgage CRM with public, month-to-month pricing.

Who it's for: Individual LOs and teams under 10 who want to know the price upfront.

Skip it if: Larger lenders that need deep customization.

Pros

  • Public, month-to-month pricing
  • Automated borrower follow-up

Cons

  • Dated interface
  • Limited customization
BNTouch reviewBNTouch pricing

Best for banks and enterprise lenders

Total Expert

A customer-engagement platform for lenders, banks and credit unions.

Who it's for: Lenders and credit unions with marketing and compliance teams.

Skip it if: Small brokerages: implementations average about five months.

Pros

  • Compliance-approved content and journeys
  • Lead queues and co-marketing

Cons

  • Expensive; add-ons priced by statement of work
  • Long implementation
Total Expert reviewTotal Expert pricing

Best for Encompass lenders

Surefire (ICE)

ICE's mortgage marketing CRM, replacing the retired Encompass CRM.

Who it's for: Lenders on Encompass, especially those moving off the retired Encompass CRM.

Skip it if: Loan officers who want individual control over campaigns.

Pros

  • 1,000+ compliant content pieces
  • Native Encompass integration

Cons

  • Centralized control limits LO flexibility
  • Pricing not published
Surefire (ICE) reviewSurefire (ICE) pricing
See all 5 mortgage crms

4 CRMs reviewed

Best CRMs for real estate

For agents, a CRM lives or dies on lead response time. These are the strongest picks for solo agents, teams and brokerages.

Best for real estate teams

Follow Up Boss

A lead-conversion CRM for agent teams that need fast routing and follow-up.

Who it's for: Agent teams converting online leads.

Skip it if: Brokerages that want IDX websites in the same product.

Pros

  • Fast lead routing and follow-up
  • Clean interface

Cons

  • IDX websites need a separate tool
Follow Up Boss reviewFollow Up Boss pricing

Best budget pick for agents

Wise Agent

An affordable all-in-one CRM and transaction manager for agents.

Who it's for: Solo agents and small teams on a tight budget.

Skip it if: Teams over five agents.

Pros

  • $42 a month covers up to 5 users
  • Transaction management included

Cons

  • Fewer integrations than Follow Up Boss
Wise Agent reviewWise Agent pricing

Best all-in-one with IDX

Lofty

An AI-assisted real estate CRM with IDX websites built in.

Who it's for: Teams and brokerages that want CRM and IDX websites in one product.

Skip it if: Agents who want to see a price before a demo.

Pros

  • CRM and IDX websites in one
  • Built-in lead generation tools

Cons

  • Every plan is request-a-price
Lofty reviewLofty pricing
See all 4 real estate crms

3 CRMs reviewed

Best CRMs for financial advisors

Advisor CRMs need household views, compliance archiving and custodian data. Prices range from $39 to $700 per user, so practice size decides more than features.

Best for independent advisors

Wealthbox

A fast, friendly CRM built for RIAs and independent advisors.

Who it's for: RIAs that want a CRM advisors enjoy using.

Skip it if: Enterprise wealth firms with heavy compliance workflows.

Pros

  • Clean, fast interface
  • Published pricing

Cons

  • Lighter reporting than enterprise tools
Wealthbox reviewWealthbox pricing

Best low-cost advisor CRM

Redtail

A long-standing advisor CRM, now part of Orion.

Who it's for: Small advisory practices on a budget.

Skip it if: Practices over five users, which need the $59 Growth plan.

Pros

  • Lowest advisor CRM price
  • Long track record in wealth

Cons

  • Interface feels older
Redtail reviewRedtail pricing

Best for enterprise wealth firms

Salesforce Financial Services Cloud

Salesforce's industry cloud for banks, wealth and insurance.

Who it's for: Large wealth and banking firms with Salesforce admins.

Skip it if: Independent advisors: Wealthbox or Redtail cost a fraction.

Pros

  • Deep household and compliance data model
  • Salesforce ecosystem

Cons

  • Highest price in this list
  • Needs implementation partner
Salesforce Financial Services Cloud reviewSalesforce Financial Services Cloud pricing
See all 3 financial advisor crms

2 CRMs reviewed

Best CRMs for home services

For trades and field crews, the CRM is also the quoting, scheduling and invoicing tool. These are priced per account by crew size, not per user.

Best for home service starters

Jobber

Quoting, scheduling, invoicing and client management for field service businesses.

Who it's for: Owner-operators who quote, schedule and invoice from a phone.

Skip it if: Large shops with many technicians.

Pros

  • Quotes, scheduling and invoicing in one
  • Low starting price

Cons

  • Per-user costs climb on upper plans
Jobber reviewJobber pricing

Best for growing service crews

Housecall Pro

Field service software with marketing and review tools built in.

Who it's for: Service businesses with 5–8 techs that want marketing tools too.

Skip it if: Solo operators who only need invoicing.

Pros

  • Marketing and review tools built in
  • Plans priced by crew size

Cons

  • Higher tiers get expensive
Housecall Pro reviewHousecall Pro pricing
See all 2 home services crms

How we picked

  1. Industry fit first. We judge each CRM against the work of the industry it serves.
  2. We check every price. Vendor pricing pages are re-read monthly. Where a vendor won't publish, we show a labeled third-party estimate or “quote only.”
  3. A 3.5-star floor. A CRM must average 3.5 or better across G2, Capterra and TrustRadius.
  4. Payment never moves a pick. Referral fees and sponsorships have no effect on order or inclusion.

Read the full methodology

Considered, not included

  • Velocify (ICE). A strong speed-to-lead dialer for lenders, but a lead tool more than a relationship CRM.
  • Law Ruler. A capable intake CRM for injury firms; annual lock-in and quote-only pricing kept it off the list.
  • Insightly. Suits project-delivery firms; a dated interface and separately sold marketing tools put it behind the picks above.

Questions buyers ask

How much does a CRM cost per month?

Small-business CRMs start at $9–$14 per user per month on annual billing (HubSpot Starter, Freshsales, Close, Zoho, Pipedrive). Law practice tools start at $49–$90, and mortgage CRMs run roughly $95–$165 per user where prices are known.

Why don't mortgage CRMs publish prices?

Most sell to lenders on multi-year contracts with implementation fees. BNTouch is the main exception. Where vendors don't publish, we show a labeled estimate.

Is a general CRM fine for a regulated industry?

Often, if you configure it. Lenders and law firms usually do better with an industry CRM, because LOS or case-management sync and compliance-reviewed content come built in.

Changelog. Oct 14, 2026: prices re-verified; Attio added; Encompass CRM retired in favor of Surefire.

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