10 crm options for finance.

10 Best CRM for Financial Services for 2024

According to 50% of financial planning and investment advisory firms, customer relationship management (CRM) software is the most important tool they possess.

Why? Trust is a critical factor in closing deals for these firms. And building trust requires nurturing client relationships throughout the sales process. To do this at scale, you must have a reliable financial services CRM.

Selecting the right CRM involves looking at key features, pricing, and other critical factors. In this guide, we dive into the top 10 financial service CRMs so you can make the right decision for your firm.

Key Takeaways:

  • CRMs play a big role in building trust and nurturing client relationships. Whether you’re a financial advisor or manage a large fund, CRMs can be an excellent way to engage in conversations and build rapport.
  • The best CRMs offer ease of use, excellent customer support, and features relevant to financial services firms.
  • Some key features you should be on the lookout for include sales pipeline management, lead management, forecasting capabilities, and integrations with other apps.
  • Cost is a critical factor to consider. Luckily, some of the top CRMs are available for under $10 per user/month.
  • Some of the top CRM options for Financial services include Teamgate, Wealthbox, AdvisorEngine, Salesforce Financial Services Cloud, Zoho CRM, Redtail, UGRU CRM, Salesmate, Creatio, and Freshsales.


  1. What Is CRM for Financial Services?
  2. How to Choose a CRM for Financial Services
  3. Top CRM Options for Financial Services in 2024
  4. Build Trust With a Reliable CRM for Financial Services
  5. FAQs: CRM for Financial Services

What Is CRM for Financial Services?

A CRM for financial services helps build long-term, lucrative relationships with customers. Financial services CRMs are designed to generate deep business insights, automate processes, and improve conversions.

Financial services CRMs help nurture leads throughout the sales funnel. For example, when a customer fills out a web form requesting more information about your financial services, the CRM automatically creates a customer profile.

The CRM then assists you with nurturing that lead until they become a loyal customer. Plus, a CRM’s reporting tools help you assess the effectiveness of your sales strategies.

How to Choose a CRM for Financial Services

When selecting a CRM for financial services businesses, there are a few key things to consider, including feature sets, third-party integrations, and customer support options.

Key Features

CRMs typically offer extensive feature sets. However, you need features relevant to financial services. For example, financial advisors must be able to access customer data, including previous transactions, so your team can offer prompt help when needed.

Third-Party Integrations

Financial services use multiple business tools, including Slack, Xero, and more. Integrations with these apps help automate processes and improve the data in the CRM.

Customer Support

How knowledgeable is the support team? Can they help you fix problems or navigate a feature quickly? The best CRMs offer real-time support via live chat and phone.

Top CRM Options for Financial Services in 2024

1. Teamgate

Teamgate dashboard on a laptop and cellphone

Teamgate Rating: 4.4/5 (G2)

Teamgate Key Features:

Teamgate is an easy-to-use CRM solution built for financial services firms of all sizes. It helps you streamline your sales processes and automate major parts of your workflow.

Teamgate integrates with business platforms like Slack, Google Drive, and Xero, which helps minimize manual work. Integrations also bring rich data from other platforms to Teamgate. This helps Teamgate create ideal customer profiles that can inform your marketing campaigns.

The CRM’s key differentiators are its user-friendly interface, advanced filters, intelligent lead scoring, and configuration options. Why spend on expensive customization when you can configure workflows to fit your needs? Teamgate makes configuration easier, even for non-experts.

Plus, Teamgate is affordable. Pricing starts at just $9 per user/month when billed annually. Professional and Enterprise plans are available, depending on your needs.

2. Wealthbox

Wealthbox dashboard

Wealthbox Rating: 4.8/5 (G2)

Wealthbox Key Features:

  • Two-way sync with inbox for sending and receiving emails in Wealthbox
  • Automated workflows with conditional logic tailored to your practice
  • Advanced CRM reporting
  • Integrations for tools like AdvicePay, Asana, DocuSign, Slack, and more

Wealthbox is a powerful CRM made for financial advisors. The CRM’s contact management feature includes the basics. Contact management also includes interesting features like aggregating your contacts’ social networking activity and creating customized data fields to capture whatever you want, such as a client ID or a “member since” field.

Opportunity tracking in Wealthbox helps visualize your book of business by users, stages, and closing dates. You can organize opportunities on a Kanban board for easy tracking and management. Plus, you can enter notes, status updates, and customized stages for each opportunity to manage your pipeline.

The Wealthbox Basic plan starts at $45 per user/month when billed annually. Three other pricing plans exist, including Pro, Premier, and Enterprise.

3. AdvisorEngine

AdisorEngine dashboard

AdvisorEngine Rating: 3.9/5 (G2)

AdvisorEngine Key Features:

  • Workflow automation
  • Unlimited custom fields
  • Compelling visualizations and interactive dashboards
  • Enhanced login security features

AdvisorEngine CRM is an extensive solution for financial advisors. Summarize client data and add unlimited custom fields with AdvisorEngine’s contact management features.

The built-in automation features enable you to create templated and customizable workflows and track the progress of workflows using the workflow monitor.

AdvisorEngine aggregates your business data to generate valuable insights. The business intelligence dashboards and reporting capabilities help you quickly visualize data with predefined charts organized based on various parameters, including AUM by advisor, account objective, and more.

Pricing for AdvisorEngine isn’t disclosed on the vendor’s website. For more details, you must reach out to the sales team.

4. Salesforce Financial Services Cloud

Salesforce Financial Services Cloud dashboard

Salesforce Financial Services Cloud Rating: 4.2/5 (G2)

Salesforce Financial Services Cloud Key Features:

  • Document tracking and approvals
  • Lead assignment and routing
  • Asset management and product tracking
  • Customizable reports and dashboards

Salesforce Financial Services Cloud integrates sales, marketing, and service into a personalized customer experience across departments and communication channels. The CRM is purpose-built for banking, wealth management, and insurance companies.

It combines the power of AI, data, and CRM into a single solution to help financial services firms accelerate revenue growth and deliver top-notch customer experiences. The CRM offers AI-driven insights that help minimize cost-to-serve and personal client interactions.

Large enterprises might appreciate Salesforce Financial Services Cloud’s powerful and extensive feature set. If you’re a small or medium business, you might want to look elsewhere.

The starter pricing plan for the Financial Services Cloud starts at $250 per user/month when billed annually.

5. Zoho CRM

Zoho CRM dashboard

Zoho CRM Rating: 4/5 (G2)

Zoho CRM Key Features:

  • Multiple pipelines and advanced filters
  • Predefined reports and dashboards
  • Anomaly detectors
  • IP address restriction

Zoho CRM is a cloud-based CRM for medium and large businesses. If you’re looking for a CRM from a well-established brand at an affordable price, Zoho CRM is worth considering.

The CRM includes all the basics, such as pipeline management and workflow automation features. Plus, it includes an AI-powered conversational assistant that enables you to offer real-time responses.

Zoho CRM offers advanced reporting and analytics features, allowing you to create laser-focused strategies and optimize them based on results. Since Zoho integrates with over 500 business apps, you can exchange data for more insightful reports and workflow automation.

Zoho CRM is free for up to three users. If you require additional users, pricing starts at $14 per user/month when billed annually.

6. Redtail

Redtail dashboard

Redtail Rating: 4.3/5 (G2)

Redtail Key Features:

  • Sales pipeline management and opportunity tracking
  • Generate reports with real-time data
  • Seminar management tools
  • Integrations for Asset-Map, Morningstar Office, Mailchimp, and more

Redtail is an affordable and easy-to-use CRM solution for financial professionals. It offers a great blend of essential and advanced features, allowing you to streamline your business with a single solution.

The CRM has a built-in calendar tool with coding and view customizations. The calendar syncs with Microsoft 365 and Google Calendar, so you never have to take the extra step of manually migrating calendar events.

Redtail also includes unique features like the Seminars tool. This tool helps you plan and manage seminars within Redtail. It can also help track email and call campaigns.

Redtail’s pricing starts at $39 per user/month when billed annually for the basic CRM. Two other plans are available, including Growth and Enterprise.


UGRU CRM dashboard

UGRU CRM Rating: 5/5 (G2)

UGRU CRM Key Features:

  • Unified interface to minimize double-entry
  • Sales and marketing automation
  • Free live chat
  • Integrations for Laser App Software, Spitfire Dialers by OPC Marketing, and Aqumulate

UGRU CRM is an integrated financial practice management platform that stands out due to its sales automation for contact and account management. The feature helps manage contacts, forecast sales, connect outbound phone systems to call clients with a single click, and assign regions on a macro and micro level.

The CRM’s marketing automation feature allows you to build client relationships, determine your marketing activities’ effectiveness, and automate workflows to win more clients.

UGRU’s centralized dashboard gives you a complete picture of your company’s financial health and supports financial planning, including multi-scenario planning. You won’t have to spend money on setup and migration. It also provides free training materials and live customer chat.

Pricing for UGRU starts at $59 per month for up to three users.

8. Salesmate

Salesmate dashboard

Salesmate Rating: 4.6/5 (G2)

Salesmate Key Features:

  • Communication features like call recording, call transfer, and text marketing
  • Live chat
  • Shared inbox
  • Integrations for over 700 apps, including QuickBooks, PandaDoc, and more

Salesmate CRM packs in everything you need to deliver highly personalized customer experiences across sales, marketing, and service touchpoints, as well as communication channels, including text, email, chat, calls, and the web.

The CRM’s extensive feature set helps you nurture client relationships, generate leads, and win more deals. One of its standout features is the automation journey tool. The feature helps you run multi-channel drip campaigns, schedule follow-ups, and automate repetitive tasks.

Salesmate’s built-in live chat helps offer real-time help to website visitors or customers. It also has a shared inbox that allows you and your team to collaborate on emails.

Salesmate’s Starter plan starts at $12 per user/month when billed annually. There are three other plans to choose from, including Growth, Boost, and Enterprise.

9. Creatio

Creatio dashboard

Creatio Rating: 4.6/5 (G2)

Creatio Key Features:

  • AI/ML models
  • Omnichannel communication
  • Unlimited no-code customization and low-code/no-code automation tools
  • Real-time analytics and reporting

Creatio’s financial services CRM offers a range of features to streamline and augment the processes of a financial services firm. For example, Creatio’s loan application management features help automate loan verification using customer data. The feature also creates personalized loan terms for applicants.

Creatio offers full visibility of loan application data. This helps streamline the underwriting process and equips underwriters with insightful analytics. The analytics can help your team decide whether to approve, postpone, or reject an application.

Firms can access Creatio’s features for $25 per user/month. If you require additional features, you can choose from the other two plans: Enterprise or Unlimited.

10. Freshsales

Freshsales dashboard

Freshsales Rating: 4.5/5 (G2)

Freshsales Key Features:

  • View social profiles, recent engagements, customer touchpoints, and more in a unified view
  • AI-powered assistant called Freddie
  • Real-time, in-depth analytics and custom reports
  • Built-in communication channels (phone, chat, and email)

Freshsales is a sales force automation tool that offers a comprehensive feature set to attract leads, engage prospects in conversation, and win deals with AI-powered insights. Email, phone, chat, and telephony are built into Freshsales, allowing you to communicate with clients from a single platform.

The CRM’s native AI feature, called Freddy AI, delivers insights that enable sales teams to identify the best leads to go after and the actions they should take to close each deal. Freddy AI also helps forecast sales.

Pricing starts at $15 per user/month when billed annually. If you have fewer than three users, you can use the basic features found inside Freshsales for free.

Build Trust With a Reliable CRM for Financial Services

Your clients only want the best from you, from initial contact to service delivery. The only way to deliver the experience they’re looking for is with a CRM.

Teamgate is the best CRM for financial services. The software is the perfect mix of ease-of-use and configurability, so you can easily tailor the CRM to fit your firm’s needs. Plus, Teamgate offers an extensive feature set and a knowledgeable support team you can trust.

Ready to start building and nurturing client relationships? See Teamgate in action within your business by requesting a demo or getting started with a free trial today!

Frequently Asked Questions (FAQs): CRM for Financial Services

Q: Why is trust important in financial services?

A: Trust is a critical factor because building and nurturing client relationships throughout the sales process is essential for financial firms. A reliable financial services CRM helps in doing this at scale.

Q: What are the key features to look for in a CRM for financial services?

A: Key features to consider include sales pipeline management, lead management, forecasting capabilities, and integrations with other apps relevant to financial services firms.

Q: How do financial services CRMs help in nurturing leads?

A: A CRM for financial services assists in nurturing leads throughout the sales funnel. For instance, when a customer requests more information about financial services, the CRM automatically creates a customer profile and aids in nurturing that lead until they become a loyal customer.

Q: How does Teamgate cater to financial services firms?

A: Teamgate is an easy-to-use CRM solution designed for financial services firms of all sizes. It offers features like sales pipeline management, lead capturing, extensive analytics, and integrations with business platforms like QuickBooks, Xero, Slack, and LinkedIn.

Q: Why is cost an important factor when choosing a CRM for financial services?

A: Cost is a critical factor because while the best CRMs offer essential features and excellent customer support, it’s important to find a solution that provides value for money. Some top CRMs are available for under $10 per user/month.

Q: How does a CRM help in building rapport in financial services?

A: CRMs play a significant role in engaging in conversations and building rapport with clients. They offer tools and features that allow financial advisors and firms to engage with clients effectively, ensuring trust and long-term relationships.

Q: What is the role of third-party integrations in financial services CRMs?

A: Financial services often use multiple business tools, such as Slack and Xero. Integrations with these apps in a CRM help automate processes and enhance the data within the CRM, leading to more insightful reports and efficient workflow automation.

Q: Why is Teamgate considered the best CRM for financial services?

A: Teamgate offers a perfect mix of ease-of-use and configurability, allowing firms to tailor the CRM to their needs. It provides an extensive feature set and a knowledgeable support team, making it a trusted choice for financial services.

Andrew Martin

Sales CRM Blog

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