In our independent editorial review of retail CRM solutions, learn about the top options along with their primary use cases.
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:
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.
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).
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:
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)
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, its 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.
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)
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.
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)
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.
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)
Freshsales is a clean and easy-to-use CRM offering live chat, online web forms, and a built-in phone dialer. Upgrade into one of its highest paid tiers for an intuitive multi-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.
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)
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.
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)
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.
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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