Comparison - 40 platforms
The CRM landscape on one consistent framework
Screened by market fit, functional coverage, price band, vendor maturity, AI maturity and implementation complexity. Sort by name, price, maturity, skill level or AI, filter by segment and category, and open any vendor for the full profile.
Market served
Enterprise
Mid-Market
SME
Category coverage
♥Sales
♠Marketing
★Service
Greyed where absent
Price band
£££ Low (under £25)
£££ Medium (£25 - £70)
£££ High (over £70)
Per user per month, excluding setup
Maturity
Established
Growing
Emerging
How established, not quality
AI maturity
Basic
Developing
Advanced
How embedded, not how good
MARKET
CATEGORY
Showing 40 of 40 platforms
Ent
Mid
SME
|
♥Sales
♠Mktg
★Svc
|
£ low · £££ high
| Vendor | Market | Coverage | Price | Maturity | Skill level reqd | AI maturity | |
|---|---|---|---|---|---|---|---|
|
Salesforce
Deepest customisation, largest ecosystem
|
♥♠★ |
£££ |
Established
|
HIGH | MORE INFO → | ||
|
HubSpot
Fastest-growing challenger, strong inbound heritage
|
♥♠★ |
£££ |
Established
|
MODERATE | MORE INFO → | ||
|
Microsoft Dynamics 365
Best fit inside a Microsoft-centric stack
|
♥♠★ |
£££ |
Established
|
HIGH | MORE INFO → | ||
|
Zoho CRM
Broad feature set at low cost, wider Zoho One suite
|
♥♠★ |
£££ |
Established
|
MODERATE | MORE INFO → | ||
|
Zoho Bigin
Deliberately small CRM for very small teams
|
♥♠★ |
£££ |
Established
|
LOW | MORE INFO → | ||
|
Pipedrive
Visual pipeline-first, minimal setup
|
♥♠★ |
£££ |
Established
|
LOW | MORE INFO → | ||
|
monday CRM
Built on flexible Work OS foundation
|
♥♠★ |
£££ |
Growing
|
LOW-MOD | MORE INFO → | ||
|
SAP CX
Deep ERP integration for large enterprises
|
♥♠★ |
£££ |
Established
|
HIGH | MORE INFO → | ||
|
Oracle CX
Enterprise suite tied to Oracle infrastructure
|
♥♠★ |
£££ |
Established
|
HIGH | MORE INFO → | ||
|
Freshsales
Freshworks suite with built-in Freddy AI
|
♥♠★ |
£££ |
Established
|
LOW-MOD | MORE INFO → | ||
|
Zendesk Sell
Sales layer bolted onto service-first heritage
|
♥♠★ |
£££ |
Established
|
LOW-MOD | MORE INFO → | ||
|
Sugar CRM
Configurable suite, strong partner network
|
♥♠★ |
£££ |
Established
|
MOD-HIGH | MORE INFO → | ||
|
Insightly
CRM plus project management crossover
|
♥♠★ |
£££ |
Established
|
MODERATE | MORE INFO → | ||
|
Nimble
Social-insight contact management
|
♥♠★ |
£££ |
Established
|
LOW | MORE INFO → | ||
|
Keap
Built for solo consultants and micro-businesses
|
♥♠★ |
£££ |
Established
|
MODERATE | MORE INFO → | ||
|
Copper
Native to Google Workspace
|
♥♠★ |
£££ |
Established
|
LOW | MORE INFO → | ||
|
Bitrix24
CRM plus full collaboration workspace
|
♥♠★ |
£££ |
Established
|
MOD-HIGH | MORE INFO → | ||
|
Nutshell
Straightforward pipeline CRM for small teams
|
♥♠★ |
£££ |
Established
|
LOW | MORE INFO → | ||
|
Close
Built by and for sales teams, calling built in
|
♥♠★ |
£££ |
Established
|
LOW-MOD | MORE INFO → | ||
|
Attio
AI-native, flexible data model
|
♥♠★ |
£££ |
Growing
|
LOW-MOD | MORE INFO → | ||
|
Agile CRM
Budget all-in-one for small teams
|
♥♠★ |
£££ |
Established
|
MODERATE | MORE INFO → | ||
|
GoHighLevel
Agency-first suite: CRM, funnels, SMS/voice AI, white-label
|
♥♠★ |
£££ |
Growing
|
MODERATE | MORE INFO → | ||
|
Capsule
Lean, UK-favourite CRM for small teams and consultancies
|
♥♠★ |
£££ |
Established
|
LOW | MORE INFO → | ||
|
Lightfield
AI-native CRM, builds itself from email/calls/meetings - no manual entry
|
♥♠★ |
£££ |
Emerging
|
LOW-MOD | MORE INFO → | ||
|
Odoo CRM
Open-source ERP/CRM - self-hosted or cloud, full data ownership
|
♥♠★ |
£££ |
Established
|
MODERATE | MORE INFO → | ||
|
Creatio
No-code, process-first suite for complex or regulated workflows
|
♥♠★ |
£££ |
Established
|
MOD-HIGH | MORE INFO → | ||
|
Spotler CRM
UK-built, GDPR-first, sales+marketing+service bundled for SMEs
|
♥♠★ |
£££ |
Established
|
LOW-MOD | MORE INFO → | ||
|
Vtiger
Open-source roots, low-cost all-in-one for growing teams
|
♥♠★ |
£££ |
Established
|
MODERATE | MORE INFO → | ||
|
Salesflare
Automatic data capture - email/calendar syncing builds the CRM for you
|
♥♠★ |
£££ |
Established
|
LOW | MORE INFO → | ||
|
ActiveCampaign
Marketing-automation-led, CRM stapled on - lead scoring drives the pipeline
|
♥♠★ |
£££ |
Established
|
MODERATE | MORE INFO → | ||
|
Kommo
Messenger-first - WhatsApp, Instagram, Telegram inbox built into the pipeline
|
♥♠★ |
£££ |
Established
|
LOW | MORE INFO → | ||
|
Less Annoying CRM
Deliberately simple, one flat price, built for solo reps and small teams
|
♥♠★ |
£££ |
Established
|
LOW | MORE INFO → | ||
|
noCRM.io
Lead-management-first - built around the next action, not data entry
|
♥♠★ |
£££ |
Established
|
LOW | MORE INFO → | ||
|
Apptivo CRM
Broad, affordable suite - CRM plus invoicing, projects, and more
|
♥♠★ |
£££ |
Established
|
MODERATE | MORE INFO → | ||
|
Act! CRM
Long-established desktop-heritage CRM for small teams
|
♥♠★ |
£££ |
Established
|
MODERATE | MORE INFO → | ||
|
Maximizer CRM
Long-standing sales CRM, strong niche with financial advisors
|
♥♠★ |
£££ |
Established
|
MODERATE | MORE INFO → | ||
|
eWay-CRM
Native to Outlook/Microsoft 365 - CRM without leaving your inbox
|
♥♠★ |
£££ |
Established
|
LOW-MOD | MORE INFO → | ||
|
EngageBay
Budget HubSpot alternative - sales, marketing and service bundled
|
♥♠★ |
£££ |
Growing
|
LOW-MOD | MORE INFO → | ||
|
NetSuite CRM
ERP-native CRM - sold and deployed as part of the NetSuite suite
|
♥♠★ |
£££ |
Established
|
HIGH | MORE INFO → | ||
|
Folk CRM
Lightweight, relationship-network CRM popular with agencies and recruiters
|
♥♠★ |
£££ |
Growing
|
LOW | MORE INFO → |
Salesforce
Deepest customisation, largest ecosystem
Established
Setup: High
AI: Advanced
Market
Coverage
♥♠★
Price
£££
HubSpot
Fastest-growing challenger, strong inbound heritage
Established
Setup: Moderate
AI: Developing
Market
Coverage
♥♠★
Price
£££
Microsoft Dynamics 365
Best fit inside a Microsoft-centric stack
Established
Setup: High
AI: Developing
Market
Coverage
♥♠★
Price
£££
Zoho CRM
Broad feature set at low cost, wider Zoho One suite
Established
Setup: Moderate
AI: Developing
Market
Coverage
♥♠★
Price
£££
Zoho Bigin
Deliberately small CRM for very small teams
Established
Setup: Low
AI: Basic
Market
Coverage
♥♠★
Price
£££
Pipedrive
Visual pipeline-first, minimal setup
Established
Setup: Low
AI: Basic
Market
Coverage
♥♠★
Price
£££
monday CRM
Built on flexible Work OS foundation
Growing
Setup: Low to Moderate
AI: Developing
Market
Coverage
♥♠★
Price
£££
SAP CX
Deep ERP integration for large enterprises
Established
Setup: High
AI: Developing
Market
Coverage
♥♠★
Price
£££
Oracle CX
Enterprise suite tied to Oracle infrastructure
Established
Setup: High
AI: Developing
Market
Coverage
♥♠★
Price
£££
Freshsales
Freshworks suite with built-in Freddy AI
Established
Setup: Low to Moderate
AI: Developing
Market
Coverage
♥♠★
Price
£££
Zendesk Sell
Sales layer bolted onto service-first heritage
Established
Setup: Low to Moderate
AI: Developing
Market
Coverage
♥♠★
Price
£££
Sugar CRM
Configurable suite, strong partner network
Established
Setup: Moderate to High
AI: Developing
Market
Coverage
♥♠★
Price
£££
Insightly
CRM plus project management crossover
Established
Setup: Moderate
AI: Basic
Market
Coverage
♥♠★
Price
£££
Nimble
Social-insight contact management
Established
Setup: Low
AI: Basic
Market
Coverage
♥♠★
Price
£££
Keap
Built for solo consultants and micro-businesses
Established
Setup: Moderate
AI: Basic
Market
Coverage
♥♠★
Price
£££
Copper
Native to Google Workspace
Established
Setup: Low
AI: Basic
Market
Coverage
♥♠★
Price
£££
Bitrix24
CRM plus full collaboration workspace
Established
Setup: Moderate to High
AI: Basic
Market
Coverage
♥♠★
Price
£££
Nutshell
Straightforward pipeline CRM for small teams
Established
Setup: Low
AI: Basic
Market
Coverage
♥♠★
Price
£££
Close
Built by and for sales teams, calling built in
Established
Setup: Low to Moderate
AI: Developing
Market
Coverage
♥♠★
Price
£££
Attio
AI-native, flexible data model
Growing
Setup: Low to Moderate
AI: Advanced
Market
Coverage
♥♠★
Price
£££
Agile CRM
Budget all-in-one for small teams
Established
Setup: Moderate
AI: Basic
Market
Coverage
♥♠★
Price
£££
GoHighLevel
Agency-first suite: CRM, funnels, SMS/voice AI, white-label
Growing
Setup: Moderate
AI: Developing
Market
Coverage
♥♠★
Price
£££
Capsule
Lean, UK-favourite CRM for small teams and consultancies
Established
Setup: Low
AI: Basic
Market
Coverage
♥♠★
Price
£££
Lightfield
AI-native CRM, builds itself from email/calls/meetings - no manual entry
Emerging
Setup: Low to Moderate
AI: Advanced
Market
Coverage
♥♠★
Price
£££
Odoo CRM
Open-source ERP/CRM - self-hosted or cloud, full data ownership
Established
Setup: Moderate
AI: Basic
Market
Coverage
♥♠★
Price
£££
Creatio
No-code, process-first suite for complex or regulated workflows
Established
Setup: Moderate to High
AI: Advanced
Market
Coverage
♥♠★
Price
£££
Spotler CRM
UK-built, GDPR-first, sales+marketing+service bundled for SMEs
Established
Setup: Low to Moderate
AI: Basic
Market
Coverage
♥♠★
Price
£££
Vtiger
Open-source roots, low-cost all-in-one for growing teams
Established
Setup: Moderate
AI: Developing
Market
Coverage
♥♠★
Price
£££
Salesflare
Automatic data capture - email/calendar syncing builds the CRM for you
Established
Setup: Low
AI: Developing
Market
Coverage
♥♠★
Price
£££
ActiveCampaign
Marketing-automation-led, CRM stapled on - lead scoring drives the pipeline
Established
Setup: Moderate
AI: Developing
Market
Coverage
♥♠★
Price
£££
Kommo
Messenger-first - WhatsApp, Instagram, Telegram inbox built into the pipeline
Established
Setup: Low
AI: Developing
Market
Coverage
♥♠★
Price
£££
Less Annoying CRM
Deliberately simple, one flat price, built for solo reps and small teams
Established
Setup: Low
AI: Basic
Market
Coverage
♥♠★
Price
£££
noCRM.io
Lead-management-first - built around the next action, not data entry
Established
Setup: Low
AI: Basic
Market
Coverage
♥♠★
Price
£££
Apptivo CRM
Broad, affordable suite - CRM plus invoicing, projects, and more
Established
Setup: Moderate
AI: Basic
Market
Coverage
♥♠★
Price
£££
Act! CRM
Long-established desktop-heritage CRM for small teams
Established
Setup: Moderate
AI: Basic
Market
Coverage
♥♠★
Price
£££
Maximizer CRM
Long-standing sales CRM, strong niche with financial advisors
Established
Setup: Moderate
AI: Basic
Market
Coverage
♥♠★
Price
£££
eWay-CRM
Native to Outlook/Microsoft 365 - CRM without leaving your inbox
Established
Setup: Low to Moderate
AI: Basic
Market
Coverage
♥♠★
Price
£££
EngageBay
Budget HubSpot alternative - sales, marketing and service bundled
Growing
Setup: Low to Moderate
AI: Basic
Market
Coverage
♥♠★
Price
£££
NetSuite CRM
ERP-native CRM - sold and deployed as part of the NetSuite suite
Established
Setup: High
AI: Developing
Market
Coverage
♥♠★
Price
£££
Folk CRM
Lightweight, relationship-network CRM popular with agencies and recruiters
Growing
Setup: Low
AI: Developing
Market
Coverage
♥♠★
Price
£££
No vendors match this combination of filters.
NOTE These classifications are directional, based on vendor positioning and typical deployments rather than published data. They are intended for first-pass screening and are not a substitute for a proper evaluation against your own requirements. AI maturity describes how far AI capability is embedded in the product, not how well it performs. Maturity reflects how established a vendor is, not product quality - several newer entrants are better products than incumbents twice their age. Price bands describe list positioning, not the total cost of ownership, which is usually the number that decides the matter.
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