Top 15 Best CRMs for Small Business In 2023

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 $19 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
GIST Free Excellent value for money with a rich feature set
Intercom $74 Incredible for customer support and onboarding features
Pipedrive $10 The perfect CRM for sales teams
Salesflare $29 A solid option for sales teams
Close $25 Call automation with built-in predictive 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. Gist
  4. Intercom
  5. Pipedrive
  6. Salesflare
  7. Close
  8. FreshSales Suite
  9. EngageBay
  10. Copilot
  11. edrone
  12. Prospect CRM
  13. Klaviyo
  14. Ortto
  15. Campaign Monitor

Founded: 2003
HQ: Chicago, Illinois, United States

Key info Price: Starts at $19 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 an excellent, affordable option for small businesses looking to increase productivity while spending less time performing repetitive tasks. Its Smart Automation system is a key feature that allows you to build dynamic pipelines that branch off based on complex conditions you set.

It offers over 700 pre-built automated pipelines for marketing, transactions, communication, and other business activities. Setting up welcome flows, abandoned cart emails, SMS reminders and notifications is a breeze as the automation pipeline is strongly interwoven with the other Active Campaign capabilities. This allows you to create campaigns for your consumers that are ever more specifically targeted.

The ability to create custom forms is yet another key pro for Active Campaign. With the help of this tool, you can incorporate web forms into any website that has been granted permission to do so. It gives you the ability to enter several different components, such as text boxes, radio buttons, and even a Captcha if you want to.

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

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