If you’re in financial services, you already know that client relationships are your most valuable asset—and managing them efficiently is no longer a nice-to-have, it’s a non-negotiable. 

But with dozens of CRMs on the market, each vaguely promising to “streamline your workflow” and “boost productivity,” how do you know which one is the best fit for a firm like yours?

At GK3 Capital, we’ve worked with countless advisers and asset managers navigating this exact situation. We've seen what works (and what doesn't) when it comes to choosing the right CRM for financial services.

In this post, we’ll walk you through the best CRM platforms for businesses in financial services—comparing features, pricing, and what makes each one uniquely suited to the financial industry—so you can make a confident, informed decision.

HubSpot

HubSpot Smart CRM is a comprehensive customer relationship management platform that aligns sales, marketing, and service operations. With a robust free plan and scalable paid options, it caters to businesses of all sizes.

Key highlights include a user-friendly interface, powerful marketing automation capabilities, AI capabilities via Breeze Copilot, and an extensive integration ecosystem. Whether you're a startup or an enterprise, HubSpot's customizable interface can address your specific needs. 

Notable Features for Financial Services

Sales tools for improving productivity: HubSpot has a slew of sales tools that can dramatically increase the productivity of salespeople. HubSpot's Sequences feature enhances productivity by allowing financial services teams to create an automated series of follow-up emails, sent out one after another—helping ensure consistent client outreach without manual effort.

Integrations with finance industry software: HubSpot is compatible with a broad range of software including finance industry-specific solutions. For instance, at GK3 we have integrated numerous client HubSpot accounts with Fintrx, a database of contacts in the financial services industry that can be synced into HubSpot’s CRM. 

Sensitive Data Handling & Compliance: HubSpot allows Super Admins to mark CRM properties as storing Sensitive or Highly Sensitive Data, including Protected Health Information (PHI). These properties benefit from application layer encryption, on top of the default encryption at rest and in transit, providing enhanced protection and isolation tailored to the strict compliance needs of financial services.

AI-Powered Prospecting & Automation: Breeze Intelligence, one of HubSpot’s built-in AI features, helps financial professionals save time on research by enriching contacts with valuable data, such as LinkedIn URL, employment seniority, employment role, city, company domain name, and more. This information can be incredibly important for sales intelligence and segmentation for marketing campaigns. 

Opportunity & Pipeline Tracking: Visualize your entire book of business, monitor sales funnel stages, and manage leads more effectively to boost growth.

Ease of use: One of the most understated yet important qualities of HubSpot is its ease of use. HubSpot has a clean, aesthetically pleasing interface that makes it incredibly easy to get acclimated to. This benefit is relevant for sales and marketing teams in any industry, but especially for teams in the financial services space that have historically been slow to adopt new technologies. 

Who Shouldn’t Use HubSpot

Organizations that require a fully custom CRM—or that prefer to build and manage their own tech stack with disconnected, best-in-class tools—may find HubSpot’s integrated approach too restrictive. In these cases, platforms with more open-ended architecture, like Salesforce or custom-built solutions, may offer the flexibility and control that’s needed.

If you have an enterprise-level business in need of a fully customized CRM solution, and you have the development team to build out this solution, HubSpot might not be the best choice for you.

Pricing

HubSpot’s pricing varies widely depending on the product, the product tier, and the number of users to be added to the platform. 

You can get started with HubSpot’s CRM with up to 1 million contacts 100% for free. The cost of the platform goes up from there by purchasing Marketing Hub, Sales Hub, Service Hub, Operations Hub, Commerce Hub, or a package of these hubs. You can see the breakdown of pricing for bundles of all these Hubs below: 

Starter Customer Platform

• Essential marketing, sales, service, content, and operations software
• $20/month
• Includes 1 seat

Professional Customer Platform

• Comprehensive marketing, sales, customer service, content, and operations software
• $1,300/month
• Includes 5 seats

Enterprise Customer Platform

• Our most powerful marketing, sales, customer service, content, and operations software
• $4,300/month
• Includes 7 seats

Additional seats start at $75/month

Wealthbox CRM

Launched in 2014, Wealthbox CRM is a top-rated platform specifically designed for financial advisors and wealth management firms. Developed, operated, and owned by NYC-based Starburst Labs, Inc., Wealthbox has earned accolades for its ease of use and the return on investment it provides users. Unlike many other CRMs, it is tailored to meet the unique needs of financial professionals, including advisors, wealth management firms, family offices, banks, credit unions, broker-dealers, and trust companies. Its applications are hosted securely on Amazon Web Services.

Notable Features for Financial Services

Wealthbox CRM is built specifically with financial professionals in mind, delivering tools that support client management, streamline workflows, and strengthen advisor-client relationships.

• Comprehensive Client Management: Advisors can maintain rich client profiles with communication history, financial data, and activity tracking—all in one place. Custom fields and tags allow for segmentation and tailored service.
  
  
• Automated Workflows: Pre-built and customizable workflow templates help advisors automate key tasks like client onboarding and follow-ups, ensuring nothing falls through the cracks.
  
  
• Collaboration Made Easy: Wealthbox supports team productivity through shared workflows, real-time activity streams, and centralized calendars, making it easy for advisors and support staff to stay aligned.
  
  
• Deep Integration with Financial Tools: With over 130 integrations—including portfolio management, financial planning, custodial platforms, and compliance tools—Wealthbox fits seamlessly into any advisor’s existing tech stack.
  
  
• Robust Security & Compliance: Wealthbox protects sensitive client information with bank-level security protocols like 256-bit encryption and multi-factor authentication.
  
  
• Anywhere Access: A fully synced mobile app ensures that advisors can manage client relationships and workflows on the go.

For independent advisors and small firms alike, Wealthbox CRM offers an intuitive, feature-rich platform that makes managing client relationships and growing your practice more efficient.

Who Shouldn’t Use Wealthbox

Wealthbox’s user base is very specific: it’s for advisors and wealth managers. If you don’t fit into either of these categories, Wealthbox most likely isn’t for you. 

Even as a wealth manager or advisor, Wealthbox is a relatively rudimentary solution with very limited customization and automation capabilities. One of the most common complaints is that users grow out of the solution once their CRM needs go beyond Wealthbox’s capabilities.  

Pricing

Wealthbox offers user-based pricing for four plans: Basic, Pro, Premier, and Enterprise. Each plan gives users access to increasingly sophisticated CRM features:

• Basic plan: $59/user
• Pro plan: $75/user
• Premier: $99/user
• Enterprise: Varies

A 14-day free trial is available for Basic, Pro, and Premier plans.

Redtail

Redtail CRM, developed by Redtail Technology (acquired by Orion in 2022), is a widely used customer relationship management solution tailored for financial advisors and wealth managers. With a foundation dating back to 2003, Redtail has become a reliable choice for firms that prioritize ease of use, data security, and workflow efficiency.

Its intuitive interface, strong training support through Redtail University, and robust integration capabilities make it particularly appealing for independent advisors and growing RIAs.

Notable Features for Financial Services

Redtail CRM is built with the financial services industry in mind, offering a comprehensive set of tools that help advisors streamline operations, stay compliant, and deliver better client experiences.

• Built-in compliance tools: The one feature that makes Redtail truly stand out from the crowd is its compliance features. Redtail is designed to make adhering to compliance as simple as possible. For instance, Redtail has features for email hosting/archiving or journaling/archiving so that email history can easily be shared and reviewed by compliance. Redtail can also integrate with common industry compliance tools such as Smart RIA and RIA in a Box. Not many other CRMs can say the same. 
  
  
• Prospecting & Opportunity Tracking: Use Redtail’s visual pipeline tools and seminar management features to capture, track, and convert new leads effectively.
  
  
• Client Interaction History & Notes: Maintain a detailed record of client communications using customizable note templates—helpful for audits, service tracking, and continuity.
  
  
• Collaborative Calendars: Sync team schedules, client meetings, and recurring tasks using color-coded calendars integrated with Google and Office 365.
  
  
• Simple Onboarding: Redtail offers free database migration and strong training support, making it easy to transition and get your team up to speed quickly.
  
  

Who Shouldn’t Use Redtail

Similar to Wealthbox, Redtail is a solution specifically designed for advisors. That said, if you’re in the financial services industry but you’re an asset manager, lender, private equity business, fin-tech business or any other type of business, Redtail might not necessarily be the best solution for you. 

Additionally, the key feature that sets Redtail apart from other solutions is its compliance tools. If compliance features aren’t important to you, other more robust CRM solutions might be more appropriate. 

Pricing

Redtail offers a transparent pricing model suitable for both small firms and larger enterprises:

• Standard CRM: $99 per database/month – includes unlimited users per database and full feature access
  
  
• User-Based Plan: Starts at $39/user/month – ideal for small firms with up to 5 users
  
  
• Enterprise: Custom pricing – tailored for large organizations with specific needs

All plans include:

• Unlimited leads
• Workflow automation
• Compliance tools
• Calendar sync
• Mobile access
• Custom reports

Salesforce

Salesforce CRM is the world’s most popular customer relationship management platform — and for good reason. Its unmatched customization options, powerful analytics, and enterprise-grade scalability make it an ideal choice for financial services organizations looking to future-proof their sales and client service operations.

With a 30-day free trial, a modular pricing structure, and expansive third-party integrations, Salesforce gives businesses the freedom to tailor the platform to their exact needs. It’s not just a CRM — it’s an ecosystem designed to scale as you grow.

Notable Features for Financial Services

Custom Dashboards for Deep Insights:
Salesforce’s custom dashboard builder is a powerhouse for financial professionals who rely on data to make informed decisions. You can build unlimited dashboards with fully customizable widgets — from lead sources and pipeline movement to revenue forecasts — making it easy to visualize and communicate performance at any level of the organization.

Enterprise-Grade Customization:
Salesforce is the gold standard in customization and scalability for financial Services.  Financial firms often have complex workflows, and Salesforce meets that complexity head-on. Every object, workflow, and layout in the system can be customized to suit your firm’s unique structure — whether you're tracking high-net-worth clients, managing compliance steps, or streamlining advisor onboarding.

AI-Powered Sales Intelligence:
Salesforce's Einstein AI provides sales teams with predictive insights and automation features that help prioritize deals, flag at-risk opportunities, and even auto-generate follow-up tasks. This AI-driven approach is ideal for financial institutions managing long sales cycles or large books of business.

Robust Security & Compliance Tools:
Salesforce meets the high bar set by financial regulators when it comes to data protection. Role-based access control, field-level audit trails, and native encryption support ensure that client data is handled securely and compliantly — even in highly regulated environments.

Built-In Learning & Support:
One of the biggest challenges with salesforce is the complexity of the tool. Fortunately, with in-platform guides via the Guidance Center and the extensive Trailblazer learning community, Salesforce ensures that teams of all sizes can onboard successfully — even those new to CRM platforms. Managers can assign learning paths, track progress, and maintain CRM best practices across the organization.

Who Shouldn’t Use Salesforce

Although Salesforce an incredibly popular CRM solution, especially for midsize to enterprise-level businesses, it can be quite overwhelming for many. Salesforce is a sophisticated solution that should only be leveraged by those with a specific vision for how their CRM should be structured. If you don’t have the tech team in place to customize Salesforce according to your needs, it can be very challenging to tailor Salesforce to your needs. 

If you’re a small or small-midsized business, a solution like HubSpot will give you much less headache.

Pricing

Salesforce doesn’t offer a free forever plan like HubSpot, but its 30-day free trial allows ample time for evaluation. While it starts above industry averages, the platform’s scalability and depth justify the investment — particularly for mid-sized to large financial services firms.

• Starter Suite ($25/user/month): Best for SMBs just getting started with the CRM
• Professional ($80/user/month): Best for growing sales teams with light automation
• Enterprise ($165/user/month): Firms needing full customization
• Unlimited ($330/user/month): Enterprise sales and support at scale
• Einstein 1 sales ($500/user/month): AI-driven forecasting and planning

Salesforce does require an annual commitment on most plans, and advanced AI features (like generative content and predictive analytics) are only available in higher-tier packages.

Juniper square

Juniper Square is a specialized cloud-based CRM and investment management platform built for real estate, private equity, and venture capital firms. Designed to serve both general partners (GPs) and limited partners (LPs), it offers a full suite of tools that support the entire private investment lifecycle. With over 2,100 GPs managing more than $1 trillion in LP capital through the platform, Juniper Square has become a trusted solution in the investment management space.

Built to scale with your firm, Juniper Square delivers a seamless and secure experience for both fund managers and investors, enabling clear communication, efficient operations, and insightful reporting.

Note that unlike other CRMs, Juniper Square is designed specifically for managing investor-client relationships rather than for prospecting leads that aren’t customers yet. If you’d like to leverage a CRM for generating new business, consider using another solution. 

Notable Features for financial services 

• Investor Relationship Management: Track interactions, segment contacts, and maintain a full view of each investor’s activity with built-in CRM features tailored for GPs and LPs.
  
  
• Secure Investor Portal: Deliver a polished, on-demand experience to investors with access to documents, performance metrics, and personalized dashboards.
  
  
• Fundraising Automation: Manage fundraising pipelines, automate subscription processing, and streamline capital distributions via ACH or check—all from a single platform.
  
  
• Advanced Reporting & Business Intelligence: Use real-time analytics and custom dashboards to monitor fundraising success, portfolio performance, and investor engagement.
  
  
• Document & Data Room Management: Host secure, customized data rooms for fundraising, compliance, and ongoing communication, with role-based access controls.
  
  
• Workflow & Transaction Automation: Simplify capital calls, NAV updates, and back-office processes with automation that reduces manual errors and increases efficiency.
  
  
• Compliance & Security First: Enterprise-grade encryption, multi-factor authentication, and permission-based access protect sensitive data and maintain regulatory compliance.
  
  
• Mobility & Integration: A responsive interface and integrations like Outlook make it easy to manage investor relationships and fundraising operations from anywhere.

Who Shouldn’t Use Juniper Square

Given that Juniper Square is an investment management platform for real estate, private equity, and venture capital firms, it’s fair to say the software serves a very specific purpose. It only should be used to organize clients you currently are working with. 

That said, if you're like most businesses and need a CRM platform to store and organize leads as well as customers. Juniper Square probably isn’t the best solution for you. 

Pricing

Juniper Square follows a hybrid pricing model that includes:

• Flat Annual Subscription Fee
• Basis Points on Managed Outside Capital

Pricing varies depending on the firm’s size, services selected, and capital under management. Detailed quotes are provided during a consultation.

Included in all pricing tiers:

• Full CRM and investor portal access
• Capital management and distribution tools
• Reporting and analytics features
• Dedicated onboarding and customer support

Support is available via phone and email, with training resources and a robust knowledge base also included.

Advisor engine 

AdvisorEngine CRM, the successor to the long-standing Junxure platform, is a powerful CRM solution tailored specifically for financial advisors, investment advisors, brokerage firms, and banks. With deep roots in the financial services industry, the platform combines advanced functionality with modern design and enhanced performance. AdvisorEngine CRM excels at client relationship management, workflow automation, and business analytics—all while providing a highly customizable and intuitive user experience.

After years of reengineering and technological investments, AdvisorEngine CRM now features a modern architecture that supports faster performance, greater scalability, and seamless integration with popular financial tools. It’s built for firms that want to streamline operations, enhance client service, and scale their advisory business.

Notable features for financial services

AdvisorEngine CRM is designed exclusively for financial advisors, combining powerful CRM functionality with industry-specific features to optimize workflows, improve client relationships, and maintain compliance.

• Custom Dashboards & Navigation: Advisors can tailor dashboards to show critical data like AUM, top holdings, and opportunities. A clean, user-friendly interface with improved navigation ensures efficient day-to-day operations.
  
  
• Client Management & Segmentation: Maintain detailed client profiles, organize contacts by group, and segment clients for more personalized service and targeted communications.
  
  
• Document & Communication Tools: Store, manage, and share documents securely. Built-in messaging and a branded client portal streamline communication and reinforce trust.
  
  
• Reporting & Insights: Generate custom reports, track pipeline performance, and gain insight into client activity with drag-and-drop reporting and real-time analytics.
  
  
• Integration with Financial Tools: Deep integrations with custodians, Office 365, portfolio tools, and calendars keep your tech stack connected and your workflows cohesive.

Whether you're an independent RIA or a growing firm, AdvisorEngine CRM brings together powerful automation, seamless integrations, and intuitive tools to help streamline operations and deliver superior client service.

Who Shouldn’t Use AdvisorEngine CRM

Similar to Wealthbox, AdvisorEngine CRM is designed specifically for financial advisors. If you’re in financial services but aren’t a financial advisor, this solution might not meet the needs of your business. 

Additionally, AdvisorEngine is a much smaller and newer company (founded in 2014) compared to many other CRM platforms. Compared to other CRMs, AdvisorEngine is relatively rudimentary and rigid compared to further-developed solutions like HubSpot or Salesforce. If you’re in need of a more customizable solution that can change with the ever-evolving needs of your organization, AdvisorEngine probably isn’t for you. 

Pricing

AdvisorEngine CRM’s standard pricing starts at $65 per user, per month. 

AdvisorEngine offers additional enterprise packages or pricing adjustments based on firm size and specific feature needs. A custom quote can be obtained through a consultation.

Ugru

UGRU CRM is an all-in-one software suite designed specifically for financial professionals. Built to empower advisors, planners, and wealth managers, UGRU combines robust client relationship management with advanced financial planning and marketing automation tools. Its mission is to help financial firms streamline operations, ensure compliance, and enhance profitability through a centralized and intuitive platform.

By offering a suite of features tailored to the unique needs of the financial services industry, UGRU gives professionals full control over their client interactions, back-office processes, and growth strategies—all from one dashboard.

Notable features for financial services

UGRU CRM is purpose-built for financial professionals, offering a comprehensive suite of tools to help advisors manage client relationships, streamline planning, and stay compliant—all from a single platform.

• Advanced Financial Planning Tools: With a built-in financial dashboard and advanced fact finder, advisors gain deep visibility into client portfolios, revenue trends, and financial details—enabling more personalized and actionable planning.
  
  
• Client Portal for Seamless Communication: A secure, branded client portal empowers clients to access key documents, view financial updates, and stay in touch with their advisor—boosting transparency and satisfaction.
  
  
• Compliance-Driven Infrastructure: Built-in audit trails, process documentation, and security controls help advisors meet regulatory requirements and operate with confidence.
  
  
• Lead & Communication Tracking: Track all client interactions—emails, calls, meetings—to ensure no touchpoint is missed and follow-ups happen on time.
  
  
• Sales Forecasting Tools: Use real-time pipeline metrics and historical trends to accurately forecast revenue and business growth.
  
  

For advisory firms seeking a CRM that blends financial planning, automation, and compliance in one user-friendly system, UGRU offers a powerful, industry-specific solution.

Who Shouldn’t Use Ugru

Although Ugru is great for financial professionals in need of an affordable solution, one of the biggest complaints of Ugru users is that the platform is clunky and dated. It certainly doesn’t have the clean and modern interface of many other CRM solutions. 

Additionally, Ugru doesn’t have plans for marketing and sales tools like HubSpot or Salesforce. To leverage Ugru with an email marketing or marketing automation platform would mean setting up a native or custom integration, adding a layer of complexity to your marketing tech setup. 

Pricing

UGRU CRM offers a simple pricing model.

It has four pricing plans:

• CRM Plus: $59/3 users per month
• Performance: $139/3 users per month
• Professional: $179/3 users per month
• Advisor pro: $324/3 user per month

Each plan gives you access to additional features. 

Custom plans or additional user pricing may be available based on firm needs. You can contact UGRU for a personalized quote. 

Zoho CRM

Zoho CRM is a versatile, cloud-based customer relationship management platform tailored for small to midsize businesses. Renowned for its affordability, extensive customization options, and scalable feature set, Zoho CRM supports everything from lead generation to client engagement and reporting. With a free forever plan and paid tiers that unlock robust capabilities, Zoho CRM is a smart entry point for startups and small financial advisory firms looking to grow.

While it’s not a CRM designed for financial services exclusively, its intuitive interface, mobile access, and seamless integration with both Zoho and third-party tools make it a strong choice for teams seeking value and functionality in one package.

Notable features for financial services

Zoho CRM is a scalable and cost-effective solution designed to meet the evolving needs of financial services firms. Its blend of automation, customization, and intelligent insights helps advisors manage relationships, streamline operations, and grow their practice with ease.

• Comprehensive Client Management: Centralized client profiles include financial data, policy details, communication history, and investment activity—allowing advisors to deliver personalized, informed service.
  
  
• Automation Across the Board: Automate lead routing, follow-ups, task creation, and email alerts using rule-based workflows to improve consistency and save time.
  
  
• AI-Driven Insights (Zia): On higher-tier plans, Zia provides predictive analytics, email suggestions, anomaly detection, and Smart Prompt (powered by ChatGPT) to guide better decision-making and timing.
  
  
• Sales & Marketing Tools: Lead scoring, email campaign automation, and pipeline management help advisors nurture prospects and increase conversion rates.
  
  
• Advanced Reporting & Analytics: Use drag-and-drop dashboards, live data visualizations, and customized reports to track sales, monitor performance, and uncover growth opportunities.
  
  
• Omnichannel Communication: Engage with clients across email, phone, live chat, and social platforms from one centralized system, improving responsiveness and continuity.
  
  
• Secure & Customizable: Role-based permissions, encryption, and extensive customization options ensure that the platform aligns with both regulatory needs and firm-specific workflows.

For financial advisory firms seeking a modern, AI-ready CRM that grows with them, Zoho CRM offers an impressive mix of functionality, flexibility, and affordability.

Who Shouldn’t Use Zoho

In addition to Zoho’s CRM, the company encourages the adoption of Zoho Workplace, a suite of productivity tools like Zoho mail (email), Cliq (for messaging and calling), Sheets (spreadsheets), and more. To use Zoho’s CRM as effectively as possible, it’s important to shift on to these tools. 

And although Zoho CRM and Zoho’s suite of tools have their merits, it can be incredibly difficult and cumbersome for an organization to completely pivot to Zoho’s many applications. Each and every one of these applications has it’s own learning curve, and getting acclimated to these applications can be a challenge. 

Pricing

Zoho CRM is available in five pricing tiers, billed annually:

Zoho CRM offers flexible pricing plans to support businesses of all sizes, from startups to large enterprises:

• Free: $0/user/month – up to 3 users; includes basic contact management, task reminders, and limited automation
  
  
• Standard: $14/user/month – unlimited users; features sales forecasting, lead scoring, custom reports, and up to 100 KPIs
  
  
• Professional: $23/user/month – unlimited users; includes inventory management, Google Ads integration, and mass email scheduling
  
  
• Enterprise: $40/user/month – unlimited users; adds AI tools (Zia), automated segmentation, and approval processes
  
  
• Ultimate: $52/user/month – unlimited users; offers advanced analytics, enhanced Zia capabilities, and webform split testing

All paid plans include a 14-day free trial, and Zoho offers a 30- to 45-day money-back guarantee.

Final Thoughts:

Choosing the right CRM isn’t just about features and price—it’s about finding a platform that truly supports the way financial services professionals build trust, stay compliant, and grow relationships over time. Whether you're a solo adviser or part of a large asset management firm, the right CRM can be a game-changer for your client experience and operational efficiency. 

We hope this guide has helped cut through the noise and pointed you toward a solution that fits your business goals. To gain a broader understanding of how a CRM should play in your firm’s marketing efforts, check out the Asset Manager’s Guide to Digital Distribution.