6 Best CRMs for Financial Advisors in 2022

If you’re a financial advisor, check out our independent review of the best CRM for financial advisors including which on is best for your needs.

Financial advisors and CFPs who want to generate leads, close deals, and organize client data should invest in customer relationship management (CRM) software. The best CRMs for financial advisors are customizable and easy to implement, offer a variety of tools to streamline workflow, help market financial services, and keep accounts in compliance. To help you choose the one for you, we evaluated over a dozen options and narrowed it down to the six best CRMs.

These are the best CRMs for financial advisors and wealth managers:

  • Zoho CRM: Best for digital marketing and sales pipeline features (free starting price)
  • Salesforce Essentials: Most robust pipeline reporting with financial upgrades (14-day free trial) 
  • Wealthbox: Best financial CRM for customizations via app integrations (30-day free trial)
  • Freshsales: Easiest-to-use CRM with advanced sales features (free starting price)
  • Redtail CRM: Best CRM for creating financial information products (30-day free trial)
  • UGRU CRM: Best CRM for advanced financial planning tools (14-day free trial)

While the above options scored highest in our analysis of the top CRMs for financial advisors, some industry-specific options lack robust general features you'd expect out of a CRM. If a more general CRM sounds better for you, check out our review of the best overall CRM software.

How We Evaluated the Best Financial Advisor CRMs

In our evaluation, we looked at both industry-specific and general options offering the best mix of features and pricing for financial advisors. To determine the best, we first outlined six weighted evaluation categories for financial advisor CRMs. Then, we used these categories to assign each option on our list a score out of five, including the identification of primary use cases. You can check out our specific evaluation criteria below.

Because advisors need security and compliance, we also made sure each option secures its data and adheres to compliance standards such as the Financial Industry Regulatory Authority (FINRA).

Evaluation Criteria

To determine the best, we first considered cost and core features, which include both general and industry-specific functionality. Also considered was financial data compliance, the platform's ease of use, and the level of customer support offered.

Cost:
25%
Core Features:
25%
Ease-of-Use:
20%
Security & Compliance:
15%
Customization:
10%
Customer Support:
5%

Note: All monthly prices are with a one-year commitment unless noted.

Most categories feature a clear winner, but we found the top CRM for financial advisors to be Zoho CRM with a total of 4.2 stars and two criteria wins. We also found the best industry-specific option to be Wealthbox. Check out how each option scored below:

Zoho CRM: Best for Digital Marketing & Sales

The best CRM for financial planners assists in lead generation and nurturing through digital marketing and communication.

Price Range: Free to $52 per user, per month (15+ day free trial)

Overall Rating star-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full Security & Compliance star-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-full star-full Customer Support star-fullstar-fullstar-fullstar-full

Pros:

  • Integrates with help desk tools
  • Comprehensive client information
  • Smart follow-ups with Zia AI

Cons:

  • Not a full-fledged finance CRM
  • Only three users on free plan
  • AI only available on Enterprise up

Zoho CRM propelled to the top of our list of best financial advisor CRMs for its affordability, accessibility, and available features. However, it stands out for its multi-channel digital marketing tools — advisors can create email campaigns for specific leads and customers, as well as interact with Facebook and Instagram leads right from the CRM. This makes Zoho CRM a solid choice for planners who want to generate and nurture new leads through various channels.

Even though Zoho CRM is our top rated option for financial advisors, it's interface can be hard to use. If you're looking for an easier-to-use CRM option with equally robust sales features, check out Freshsales.

Zoho CRM Pricing

  • Zoho Free-for-Life: Supports up to 3 users
  • Standard: $14 per user, per month
  • Professional: $23 per user, per month
  • Enterprise: $40 per user, per month
  • Ultimate: $52 per user, per month
  • Free Trial: 15 to 30 days

Zoho CRM Key Features

  • Client Management: Tend to client needs via Zendesk and Zoho Help Desk integration.
  • 360-Degree Client View: Track clients’ contact info, assets, interactions, and more.
  • Zia AI Assistant: Suggests follow-up actions and optimal times for client outreach.
  • App Integrations: Includes Zoho’s suite of apps plus popular third-party software.

Dashboard in Zoho CRM

Visit Zoho CRM

Salesforce Essentials: Best for Reporting

The small business version of the renowned CRM has robust reporting features and the ability to upgrade to industry tiers.

Price Range: $25 per user, per month (14-day free trial)

Overall Rating star-fullstar-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full Security & Compliance star-fullstar-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-full star-fullstar-full

Pros:

  • Customizable reporting dashboards
  • Intelligent sales forecasting
  • Built in phone dialer

Cons:

  • Sometimes hard to learn
  • Setup and customizing take time
  • Can be expensive for some

Salesforce Essentials is a version of the renowned Salesforce CRM made for smaller firms needing a CRM that offers advanced general sales features like reporting and collaboration tools. Its single-tier pricing makes an attractive entry point, and it even allows you to upgrade into its Financial Services Cloud, which includes workflow automation, 365-degree client profiles, milestone tracking, and intelligent AI-powered forecasting.

Salesforce Essentials is a powerful option with finance-specific upgrade options, but it's missing some sales and marketing features without upgrading. If you need more robust marketing features, check out Zoho CRM, and for more robust sales features try Freshsales.

Salesforce Essentials Pricing

  • Essentials: $25 per user, per month (up to 10 users)
  • Free Trial: 14 days

Financial Services Cloud Upgrade Pricing

  • Professional: $150 per user, per month
  • Enterprise: $300 per user, per month
  • Unlimited: $400 per user, per month
  • Free Trial: 30 days

Salesforce Essentials Key Features

  • Workflow Automation: Streamline data entry, lead generation, and scheduling.
  • Contact Management: Segment lists and group clients by household or family.
  • Milestone Tracking: Be alerted to clients’ personal and business milestones.    
  • AppExchange: Integrate hundreds of apps for finance, marketing, and much more.

Salesforce Essentials CRM dashboard

Visit Salesforce Essentials

Wealthbox: Best for Customization via Apps

Create a custom one-stop hub for wealth management by integrating any of its 80-plus industry-specific partner apps.

Price Range: $35 to $65 per user, per month (30-day free trial)

Overall Rating star-fullstar-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-full star-full Ease-of-Use star-fullstar-fullstar-fullstar-fullstar-full Security & Compliance star-fullstar-fullstar-full star-full Customization star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-full star-fullstar-full

Pros:

  • Vast selection of finance integrations
  • Two-way sync with email clients
  • Highly-rated mobile app

Cons:

  • Lacks user support options
  • Limited features with Basic plan
  • Little guidance during setup

Wealthbox can serve as an all-in-one hub for independent advisors and small firms thanks to its breadth of industry-relevant app integrations. Advisors who need a custom CRM can tailor it to their needs by adding partner apps like eMoney (financial planning), DataPoints (risk analysis), and RIA in a Box (compliance). Flesh out Wealthbox’s features by integrating third-party apps for email marketing, communication, scheduling, and social media.

Wealthbox is our top-rated finance-specific CRM option, but it can be pricey for some and may be missing some sales and marketing features. For more affordably priced and robust options, check out Freshsales or Zoho CRM.

Wealthbox Pricing

  • Basic: $35 per user, per month
  • Pro: $49 per user, per month
  • Premier: $65 per user, per month
  • Free Trial: 30 days

Wealthbox Key Features

  • Integrations: Over 80 apps available spanning finance, compliance, and risk analysis.
  • Data Security: Wealthbox includes 256-bit encryption, two-factor authentication, and session timeout.
  • Wealthbox Email: Two-way sync with Gmail, Outlook, and other popular email clients.
  • Mobile App: The full-featured mobile CRM syncs with the Wealthbox desktop app.

Wealthbox - Financial Advisor CRM

Visit Wealthbox

Freshsales: Best for Advanced Sales Features

Freshsales offers an intuitive, easy-to-use pipeline tool with advanced sales and lead generation features.

Price Range: Free to $69 per user, per month (21-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Cost star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-fullstar-full Security & Compliance star-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-full star-full Customer Support star-fullstar-fullstar-full star-full

Pros:

  • Built-in chat and dialer
  • Accessible user interface
  • AI-powered sales features

Cons:

  • Not a finance-specific CRM
  • Lacking some marketing features
  • Free plan missing pipeline

Freshsales is a clean and easy-to-use CRM with a free tier offering live chat, online web forms, and a built-in phone dialer. Upgrade into one of its paid tiers for an intuitive pipeline tool including advanced features such as robust reporting as well as AI-powered sales forecasting and insights. While it's not a finance-specific CRM, it offers most of the sales features you'll need for lead generation, nurturing, and deal-closing and is rated our top overall CRM software.

Freshsales is one of the top CRM options available, but it's missing some digital marketing features for lead generation and nurturing. If you're looking for more robust marketing features, check out Zoho CRM.

Freshsales Pricing

  • Free Version: Support for unlimited users
  • Growth: $15 per user, per month
  • Pro: $39 per user, per month
  • Enterprise: $69 per user, per month
  • Free Trial: 21 days
    Integration with Freshwork's free marketing and service platform tiers

Freshsales Key Features

  • Interactive Reports and Dashboards: Turn data into easy-to-read charts and graphs.
  • Visual Pipelines: Kanban-style pipelines are simple to organize — just drag-and-drop.
  • AI Features: Forecast sales and automatically nurture top prospects using AI.
  • Live Chat and Phone Dialer: Communicate with prospects via chat or phone.

freshsales dashboard example

Visit Freshsales

Redtail: Best for Creating Financial Info Products

Use the built-in seminar tool to promote your services and market informational sessions to prospective/current clients.

Price Range: $99 per month for up to 15 users (30-day trial)

Overall Rating star-fullstar-fullstar-full star-full Cost star-fullstar-fullstar-fullstar-full Core Features star-fullstar-fullstar-full star-full Ease-of-Use star-fullstar-fullstar-full star-full Security & Compliance star-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-full star-full

Pros:

  • Generate leads with seminars
  • Free database migration
  • Ample financial app integration library

Cons:

  • Core features somewhat thin
  • Only 15 users per database
  • Slight learning curve

Redtail is a CRM made specifically for financial advisors. Market to prospective and existing customers with a built-in seminar tool that tracks attendance, organizes past sessions, and merges contact info so follow-up messages can be sent. Its seminar tool can also monitor phone and email campaigns for multichannel marketing. Redtail is great for advisors who want to create financial information resources to attract clients as a respected authority.

Redtail is a good option for creating financial info products for marketing and ongoing education, but its interface can be hard to use and it may be pricey for some. If you're looking for an easy-to-use general option with advanced sales features, try Freshsales instead.

Redtail Pricing

  • Database Pricing: $99 per month, per database for up to 15 users
  • Free Trial: 30 days

Redtail Key Features

  • Seminar Management: Run virtual seminars, then track attendance and other metrics.
  • Campaign Management: Keep tabs on success rates of email and call campaigns.
  • Free Database Migration: Move data from one provider to Redtail at no extra cost.
  • Unlimited Resources: Flat monthly rate includes unlimited leads, contacts, and tasks.

redtail crm dashboard - crm for financial advisors

Visit redtail

UGRU CRM: Best Financial Planning Tools

UGRU CRM helps financial planners handle multiple facets of wealth management, from retirement income to investments.

Price Range: $59 to $324 per month for 3 users (14-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Cost star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-full star-full Ease-of-Use star-fullstar-fullstar-full star-full Security & Compliance star-fullstar-fullstar-fullstar-fullstar-full Customization star-fullstar-fullstar-full star-full Customer Support star-full star-fullstar-fullstar-full

Pros:

  • Suite of wealth management tools
  • FINRA-compliant software
  • Predesigned marketing collateral included

Cons:

  • Limited support and help
  • All plans have three-user cap
  • Bland user interface

UGRU CRM boasts an impressive suite of financial planning tools for advisors who deal in multiple facets of wealth management. Whether that’s tracking liquid assets like charitable bequests, planning retirement income, or forecasting Roth IRA conversions, UGRU CRM has it covered. Building client profiles is easy with data aggregates from over 10,000 financial institutions plus integration with Aqumulate, which pools info from an additional 11,000 sites.

UGRU is a good if you need finance-specific planning tools, but like Redtail its interface can be hard to use and it may be pricey for some. If you're looking for an easier-to-use general option with advanced features, try Freshsales.

UGRU CRM Pricing

  • CRM Plus: $59 per month for 3 users
  • Performance: $139 per month for 3 users
  • Professional: $179 per month for 3 users
  • Advisor Pro: $324 per month for 3 users
  • Free Trial: 14 days

UGRU CRM Key Features

  • Financial Planning Module: Create detailed plans for retirement, investing, and more.
  • Data Aggregation: Build client profiles by pooling data from over 10,000 institutions.
  • FINRA Compliant: Data is backed up daily and secured with 256-bit encryption.
  • Collateral: Comes with pre-made PowerPoint slides, call scripts, and email templates.

ugru dashboard example - crm for financial advisors

Visit ugru crm

Bottom Line: Best CRM for Financial Advisors

CRM software can take the place of multiple individual tools — spreadsheets, calendars, and word processors, to name a few. Plus, you’ll also avail of features like automation, activity tracking, and lead generation. Do yourself (and your clients) a favor by adopting any one of our top financial advisor CRMs to bring your wealth management services to the next level.

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