8 Best CRMs for Financial Advisors in 2021

If you’re a financial advisor, learn why a CRM makes sense for you, and read our independent review of the best CRM for financial advisors.

Financial advisors and CFPs who want to generate leads and organize client data should invest in customer relationship management (CRM) software. The best CRMs for financial advisors are customizable and easy to implement, and offer a variety of tools to streamline workflow, 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 seven best CRMs.

These are the best CRMs for financial advisors and wealth managers in 2021:

  • Zoho CRM (Overall Winner): Best for multi-channel marketing (free starting price)
  • Salesforce Financial Services Cloud: Best for advanced features ($150 starting price) 
  • Wealthbox: Best for customizations via app integrations ($35 starting price)
  • Pipedrive: Best for an easy-to-use visual interface ($12.50 starting price)
  • Redtail: Best for creating financial information products ($99 starting price)
  • UGRU CRM: Best for advanced financial planning tools ($59 starting price)
  • NexJ CRM: Best for AI-powered financial recommendations (call for quote)
  • Junxure CRM (AdvisorEngine): Best for client management ($65 starting price)

How We Evaluated the Best Financial Advisor CRMs

In evaluating the best CRMs for financial advisors, we placed the most weight on overall cost, ease of use, as well as core and industry-specific features. Because advisors also need to prioritize security and compliance, we considered how well each option secures its data and adheres to compliance standards such as the Financial Industry Regulatory Authority (FINRA). Rounding out our scores are integrations and customizations plus customer support.

Evaluation Criteria

We divided our scoring criteria into six weighted categories based on the needs of financial advisories. Then, we used a list of key subcriteria to assign every CRM a score in each category as well as an overall score for all options on our list to determine the best.

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. Salesforce Financial Services Cloud earned three criteria wins and tied for second overall with Wealthbox, which placed right behind Zoho CRM in the price category. See how every CRM scored across all six categories below.

Zoho CRM: Best for Multi-Channel Marketing

The best CRM for financial planners assists in maintaining client trust through multi-channel 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 suite of core features. However, it stands out for its multi-channel marketing tools — advisors can create email campaigns for specific leads and customers, as well as interact with Facebook and Instagram leads right within the CRM. This makes Zoho CRM a solid choice for planners who want to generate new leads through various channels.

Zoho CRM Pricing

  • Zoho Free-for-Life: Support for 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 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.

Zoho CRM - Financial Advisor CRM example

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Salesforce Financial Services Cloud: Most Robust Features

This version of the renowned CRM has an array of features to help large firms streamline workflow and build relationships.

Price Range: $150 to $400 per user, per month (30-day free trial)

Overall Rating star-fullstar-fullstar-fullstar-fullstar-full Cost star-fullstar-full star-fullstar-full Core Features star-fullstar-fullstar-fullstar-full Ease-of-Use star-fullstar-fullstar-full star-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 workflows and dashboards
  • Intelligent sales forecasting
  • Robust client milestone tracking

Cons:

  • Limited customer support options
  • Setup and cuztomizing take time
  • Too expensive for small companies

Salesforce Financial Services Cloud is a version of the renowned Salesforce CRM made for large financial organizations that need a CRM that offers advanced features. It has a heavy price tag, but it includes workflow automation, 365-degree client profiles, milestone tracking, and intelligent AI-powered forecasting. Add to Salesforce Financial Cloud’s already robust suite of features by integrating apps from the vast Salesforce AppExchange.

Salesforce Financial Services Cloud Pricing

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

Salesforce Financial Services Cloud 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 Financial Services Cloud - crm for financial advisors

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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-full star-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 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

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Pipedrive: Best CRM for a Visual Pipeline

Pipedrive’s intuitive, visual-heavy interface makes it the best choice for financial planners who are new to using a CRM.

Price Range: $12.50 to $99 per user, per month (14-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:

  • Affordable monthly rates
  • Accessible user interface
  • 24/7 customer support

Cons:

  • Not a finance-specific CRM
  • Useful add-ons are also costly
  • Essential plan is very basic

Pipedrive is a highly-visual CRM with a low barrier to entry. It has an accessible interface with kanban-style pipelines and interactive visual reports, plus an easy-to-follow security dashboard on which advisors can monitor all data activity and set custom rules to head off potential security breaches. For an added layer of accessibility, Pipedrive offers around-the-clock email and live chat support, making it the best option for advisors who are new to CRMs.

Pipedrive Pricing

  • Essential: $12.50 per user, per month
  • Advanced: $24.90 per user, per month
  • Professional: $49.90 per user, per month
  • Enterprise: $99 per user, per month
  • Free Trial: 14 days

Pipedrive 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.
  • Security Dashboard: Monitor data access and track suspicious activity in one place.
  • 24/7 Customer Support: Reach out to Pipedrive Support via email or chat at any time.

Pipedrive interface example - crm for financial advisors

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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 free 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 Pricing

  • Database Pricing: $99 per month 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 - Financial Advisor CRM

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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 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 CRM - CRM for financial advisors

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NexJ CRM: Best for AI-Powered Financial Advice

AI is the heart of this CRM, helping busy advisors streamline workflow and provide personalized recommendations to clients.

Price Range: Call for quote (90-day trial)

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

Pros:

  • Impressive 90-day trial
  • AI-powered sales forecasting
  • Multi-faceted rules engine

Cons:

  • No upfront pricing available
  • Could be more customizable
  • Might be overwhelming for some

NexJ CRM uses artificial intelligence to help advisors streamline workflow and engage with clients. It’s not the only CRM on our list to offer AI, but its NexJ Nudge-AI — a combination of AI, machine learning, and natural language processing — is best at providing tailored financial advice for customers. Nudge AI also makes investment recommendations and suggests optimum times to follow up with clients so busy advisors are on hand with timely, useful info.

NexJ CRM Pricing

  • Call for quote
  • Free Trial: 90 days

NexJ CRM Key Features

  • NexJ Nudge AI: Use machine learning to provide insights and engage customers.
  • Rules Engine: Configure for workflows, forecasting, account alerts, and much more. 
  • Householding: Group contacts by address, relationship, referrals, and associations.
  • Deployment Options: Run NexJ on-premise, private cloud, or as a hybrid.

NexJ CRM - Financial Advisor CRM

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Junxure CRM: Best for Client Management

Robust CRM brought to you by AdvisorEngine focused on ongoing client management.

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

Overall Rating star-fullstar-fullstar-full star-full Cost star-fullstar-fullstar-full star-full Core Features star-fullstar-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-fullstar-full Customer Support star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Client services features
  • Automated custom workflows
  • Robust reporting features

Cons:

  • Learning curve can be steep
  • No mobile app
  • Some features require add-ons

Junxure CRM is the client relationship management solution brought to you by AdvisorEngine. Their CRM focuses on providing robust ongoing client management services that provide clients with a personalized wealth management experience. This includes automated workflows, at-a-glance service monitoring, and custom reporting for each client. The CRM also integrates with other AdvisorEngine products, like custom client portals and digital onboarding.

Junxure CRM Pricing

  • Single-Tier Pricing: $65 per user, per month (billed annually)
  • Free Trial: 30 days

Junxure CRM Key Features

  • Automated Workflows: Automate tasks from standard onboarding to complex processes.
  • Custom Reporting: Use unlimited advanced custom fields to run robust reporting. 
  • Online Webforms: Integrate with online forms to compile information on prospects.
  • Platform Integration: Connect with other AdvisorEngine products for a full suite.

junxure crm interface - crm for financial advisors

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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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