The 6 Best Insurance CRM Software for 2022
Jess served on the founding team of a successful B2B startup and has used a wide range of sales and marketing tools over the course of her 15-year career. She uses her industry knowledge to deliver the best answers to your questions about sales tools and sales management.
This article is part of a larger series on CRM.
Customer relationship management (CRM) software for insurance agencies helps service insured clients, track new business opportunities, and assists in the field underwriting process. Additionally, a robust insurance CRM helps agencies manage files and documents related to claims and policies. We evaluated dozens of CRM products ideal for insurance agencies and identified the top six options:
- HubSpot CRM: Best overall insurance CRM for agencies that rely heavily on content marketing
- Freshsales: Most customizable CRM software for insurance agents who want to tailor a system to their unique operational needs
- Zoho CRM: Excellent general-use CRM system for agencies wanting the broadest range of lead communication options
- Insureio: Best insurance CRM software for managing an agency’s whole-house operations
- Less Annoying CRM: Easiest to use option for agencies looking for simple CRM features to manage leads and opportunities.
- Radius: Ideal insurance-specific CRM for insurance agents wanting VoIP and call center features
Provider | Free Plan | Starting Price for Paid Plans* | Free Trial for Paid Plans | Key Insurance-related Features | Customer Support |
|---|---|---|---|---|---|
 | Yes, unlimited users | $45 per month for up to 2 users | 14 days | Robust blog, social media & ad management features | Email, chat & phone support (7 a.m. to 8 p.m. Eastern Time) |
 | Yes, unlimited users | $15 per user, per month | 21 days | Low-cost system customization | 24/5 phone, live chat & email support |
 | Yes, up to 3 users | $14 per user, per month | 15 days | Omnichannel communication features | Support via email (24/7), phone & live chat (24/5) |
 | No free plan | $25 per month | 30 days | Insurance app & policy documentation tools | Email & phone support |
 | No free plan | $15 per user, per month | 30 days | Easy-to-use lead, task & pipeline management | Email & phone support 9 a.m. to 5 p.m. Central Time |
 | No free plan | $34 per month | 15 days | Native VoIP & call center tools | Chat & phone support during extended hours |
*Based on annual billing. Monthly billing is also available at slightly higher rates.
HubSpot CRM: Best Overall Insurance CRM
HubSpot CRM
Overall Score: 4.86
OUT OF 5
What We Like
- Free plan for unlimited users
- Robust marketing features including content development as well as online ad, social media, email marketing, and SEO management
- Intuitive, easy-to-use interface
What's Missing
- Paid plans get expensive
- Not an insurance-specific CRM
- E-signature tools require professional plan
HubSpot CRM Pricing at a Glance*
- Free: Unlimited users
- Starter CRM Suite:** $45 per month
- Professional CRM Suite: $1,600 per month (up to 5 users)
- Enterprise CRM Suite: $5,000 per month (up to 10 users)
- Free trial: 14 days
*Pricing is based on annual billing. Monthly billing is also available at a higher cost.
**CRM Suite includes sales, marketing, customer service, content management system (CMS), and operations software. Individual modules can be purchased at lower monthly costs.
HubSpot CRM is a popular sales management platform with free plans and solutions for managing sales, marketing, operations, customer service, and content management. The system has customization capabilities and an intuitive interface to navigate. The insurance industry is saturated in that there are many agencies to choose from, and it’s often difficult to differentiate yourself.
With that said, many agencies use content marketing as a way to educate prospects on complex insurance topics, market their brand, and generate leads. Though not an insurance-specific CRM, HubSpot CRM is an excellent platform for overseeing all aspects of marketing.
Users can manage their blog, search engine optimization (SEO), social media accounts, and advertisements, all from the CRM. There’s also segmentation so users can send certain campaigns to specific audiences.
Though it’s a high-quality CRM, HubSpot is not industry-specific to insurance agencies and therefore cannot handle some of the activities in an agency operation, such as managing policy renewals, delivering policies, or submitting applications. Insureio is the best alternative designed specifically for insurance agencies to handle these functions.
HubSpot CRM Plan Summary
Free | Starter | Professional | Enterprise | |
|---|---|---|---|---|
Lead, Contact, Deal & Pipeline Management | ✔ | ✔ | ✔ | ✔ |
Email Marketing | ✔ | ✔ | ✔ | ✔ |
List Segmentation | Up to 5 active lists | Up to 25 active lists | Up to 1,000 active lists | Up to 1,500 active lists |
Meeting Scheduler | ✔ | ✔ | ✔ | ✔ |
Ad Management | Simple website audiences only | Up to 2 contact and company list audiences | Up to 5 audiences | Up to 15 audiences |
Goal Tracking | ✕ | ✔ | ✔ | ✔ |
Sales Automation | ✕ | Trigger tasks and email notifications for deal stage changes only | Up to 300 customizable workflows | Up to 1,000 customizable workflows |
E-signature | ✕ | ✕ | Up to 10 per month | Up to 30 per month |
Auto Lead Assignment & Rotation | ✕ | ✕ | ✔ | ✔ |
Content, Social Media & SEO Management | ✕ | ✕ | ✔ | ✔ |
Recurring Revenue Tracking | ✕ | ✕ | ✕ | ✔ |
HubSpot CRM Key Features
- Goal tracking: Ability to set insurance premium quotas and goals and track progress in real time
- List segmentation: Criteria-based contact list designer to separate different leads or customers for communications such as by personal or commercial lines
- Auto-lead assignment: Configurable system for automatically assigning and rotating new leads to various agents or reps based on coverage specialties, deal size, or region
- Content, social media, and SEO management: Lets users manage their blog, social media accounts, and search engine optimization directly from the CRM
HubSpot Customer Support
In addition to phone, email, and live chat support from 7 a.m. to 8 p.m. Eastern Time, HubSpot has an array of online resources. This includes the HubSpot Academy, a community page of platform users, and an online library of tutorials and guides.
Learn more about how this CRM helps sales teams manage leads, track conversations, collaborate, and manage marketing campaigns in our HubSpot CRM review.
Freshsales: Best for CRM System Customization
Freshsales
Overall Score: 4.66
OUT OF 5
What We Like
- Free built-in phone system
- Lots of customization to gear CRM toward insurance agency needs
- Freddy AI feature for lead scoring and other insights
What's Missing
- Plans get expensive in Pro and Enterprise plans
- No project management tools
- Not an insurance-specific CRM
Freshsales Pricing at a Glance*
- Free Plan: Unlimited users for basic CRM features
- Growth: $15 per user, per month
- Pro: $39 per user, per month
- Enterprise: $69 per user, per month
- Free trial: 21 days
Add-ons
- Configure, Price, Quote: $19 per user, per month for quote document templates, invoicing synced to deals, and document activity tracking
- Additional Bot sessions: $75 for 1,000 bot sessions per month for automated customer or lead support
*Pricing is based on annual billing. Monthly billing is also available at a higher cost.
Freshsales is a great CRM option with a free plan, low-cost paid plans, and an easy-to-use interface. Agencies using Freshsales like its built-in phone for placing, receiving, and logging phone calls with insureds or new leads. There are also artificial intelligence (AI) features to help spot hot opportunities and run sales forecasts. Furthermore, the ability to manage team deals helps firms that need collaboration between producers, brokers, and account managers.
Because Freshsales offers robust sales features but is not designed specifically for insurance businesses, users find the strong system customization it offers especially valuable. Insurance agencies require unique sales stages like underwriting or submitting applications to carriers—demanding certain pipeline stages and contact data to be collected. Even on the low-cost plans, this CRM system lets you customize modules, data fields, pipelines, and sales activities.
Freshsales does not have insurance-specific features for managing policies or applications because it’s a general CRM product. Insureio is the best alternative for businesses looking for a CRM built for insurance agencies.
Freshsales Plan Summary
Free | Growth | Pro | Enterprise | |
|---|---|---|---|---|
Lead, Contact, Deal & Account Management | ✔ | ✔ | ✔ | ✔ |
Activity Timelines with Tasks, Appointments & Notes | ✔ | ✔ | ✔ | ✔ |
Custom Modules | ✔ | ✔ | ✔ | ✔ |
Built-in Telephone | ✔ | ✔ | ✔ | ✔ |
Google Maps Integration | ✔ | ✔ | ✔ | ✔ |
Custom Fields | ✕ | ✔ | ✔ | ✔ |
Team Inbox | ✕ | ✔ | ✔ | ✔ |
Workflow Automation | ✕ | Up to 20 workflows | Up to 50 workflows | Up to 100 workflows |
Custom Sales Activities | ✕ | ✕ | ✔ | ✔ |
Multiple Pipelines | ✕ | ✕ | 10 | 10 |
Deal Teams | ✕ | ✕ | ✕ | ✔ |
AI Sales Forecasting Insights | ✕ | ✕ | ✕ | ✔ |
Freshsales Key Features
- Built-in telephone: Module for placing and receiving calls directly from the CRM as well as being able to route, transfer, log, and record calls
- Freddy AI: Built-in AI feature that lets agencies do lead scoring, converse with leads, deduplicate data, auto-answer live chat questions, and provide insights on pending deals and sales forecasts
- Tasks, appointments, and notes: Ability to create and track tasks, set appointments with insureds or potential insureds, and document notes on contact records and calls
- Multipipeline management: Ability to manage multiple, customizable pipelines when agencies want to oversee different insurance lines that require different sales stages
Freshsales Customer Support
Freshsales offers 24/5 phone, live chat, and email support. There are also online resources like a blog, product updates page, tours, and video tutorials. Users can also read published case studies or utilize a community forum for questions and answers.
Check out our in-depth Freshsales review for detailed information on pricing, features, and what users say about the software.
Zoho CRM: Best for Omnichannel Communication
Zoho CRM
Overall Score: 4.62
OUT OF 5
What We Like
- Cost-friendly and free plan for up to 3 users
- Advanced automation and AI capabilities
- Robust communication features including mass email, social media, chat, and phone
What's Missing
- Most customization features require higher-tiered plans
- Limits free plan access to 3 users with basic features
- Doesn’t have insurance-specific features without customization
Zoho CRM Pricing at a Glance*
- Free: 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: 30 days
Add-ons and Native Software:
- Bigin: Free or $7 per user, per month
- Zoho CRM Plus: $57 per user, per month
*Pricing is based on annual billing. Monthly billing is also available at a higher cost.
Zoho CRM offers plenty of customization options to turn this general CRM system into an insurance one. There are also automation capabilities to auto-assign, complete, and notify team members about tasks based on an employee’s role and how the process is designed. The built-in AI Zia feature also ensures data is up-to-date through its enrichment tools and lets users know what tasks they can automate through the Zia suggestions.
The platform’s main standout is its omnichannel communication features, which allow you to stay constantly engaged with your insureds using multiple channels. There are telephonic options through native and integrative VoIP software, mass and direct email, and live chat capabilities. You can also integrate Zoho with social media platforms such as LinkedIn, Twitter, or Facebook to communicate with customers and monitor mentions.
Zoho CRM is an advanced CRM system that may not be best suited for teams looking for a free option as it is capped at three users. Freshsales and HubSpot are ideal alternatives that allow an unlimited number of users on their free-forever plans.
Zoho CRM Plan Summary
Free | Standard | Professional | Enterprise | Ultimate | |
|---|---|---|---|---|---|
Lead, Account & Contact Management | ✔ | ✔ | ✔ | ✔ | ✔ |
Tasks, Events, Call Log & Notes | ✔ | ✔ | ✔ | ✔ | ✔ |
Web-to-Lead Form | 1 per module | 5 per module | 10 per module | 20 per module | 100 per module |
Sales Forecasting | ✕ | ✔ | ✔ | ✔ | ✔ |
Custom Data Fields | ✕ | 10 per module | 155 per module | 300 per module | 500 per module |
Contact Tagging | ✕ | ✔ | ✔ | ✔ | ✔ |
Multiple Pipelines | ✕ | ✔ | ✔ | ✔ | ✔ |
Assignment Rules | ✕ | ✕ | ✔ | ✔ | ✔ |
Custom Modules | ✕ | ✕ | ✕ | 100 modules | 500 modules |
Zia Workflow Suggestions | ✕ | ✕ | ✕ | ✔ | ✔ |
Zia Data Enrichment | ✕ | ✕ | ✕ | ✔ | ✔ |
Zoho CRM Key Features
- Custom data fields and modules: Options for designing the system to meet the needs of an insurance agency operation through comprehensive customization
- Social media integration: Ability to generate leads, interact with contacts, and monitor activity on social media platforms such as Twitter and Facebook
- Assignment rules: Ability to configure tasks, leads, or customer inquiries such as claims or certificate requests to be auto-assigned to producers or account managers based on certain criteria
- Zia AI feature: Advanced AI capabilities for auto-enriching contact data, conversing for insights and suggestions, and making customizable predictions on sales, operations, or service results
Zoho CRM Customer Support
Zoho offers users 24/7 email support as well as 24/5 live chat and phone support. Their online resources include training modules, FAQ pages, webinars, video tutorials, e-books, release notes, and product documentation.
Read our Zoho CRM review to explore additional information on this platform’s features, plans, usability, and integrations.
Insureio: Best for Managing Insurance Agency Operations
Insureio
Overall Score: 3.99
OUT OF 5
What We Like
- Modules, fields, and features are already built for insurance agencies
- Relatively inexpensive for an industry-specific platform
- Includes policy management features
What's Missing
- No mobile application
- Limited third-party integration options
- Tough to set up, especially for users new to using a CRM
Insureio Pricing at a Glance*
- Basic: $25 per month
- Marketing: $50 per month
- Agency Management: $50 per month
- Marketing & Agency Management: $75 per month
- Free trial: 30 days
*Pricing is based on annual billing. Monthly billing is also available at a higher cost.
Insureio is an industry-specific CRM solution designed for insurance agencies to market their brand, manage leads, and support their current insureds. Everything for sales, marketing, brokering, and customer service can be managed using the various modules.
What gives Insureio our pick for the best CRM for insurance agents to manage operations are its client support features exclusively needed for fulfilling insurance needs. Users can organize critical documents, manage policies, and fulfill case ticket requests. There’s even the ability to electronically apply for and deliver new policies within the CRM through integrations with over 30 different carrier quoting systems.
Insureio does not have a mobile application to manage agency sales, marketing, and operations while on the go. HubSpot CRM and Freshsales, however, are excellent alternatives for users to have remote access to their CRM data.
Insureio Summary
Basic | Marketing | Agency Management | Marketing & Agency Management | |
|---|---|---|---|---|
Lead Management & Opportunity Tracking | ✔ | ✔ | ✔ | ✔ |
Client, Case, Policy & Document Management | ✔ | ✔ | ✔ | ✔ |
Task & Event Tracking | ✔ | ✔ | ✔ | ✔ |
Insurance Application Management & Policy Delivery | ✔ | ✔ | ✔ | ✔ |
Custom Reporting & Forecasting | ✔ | ✔ | ✔ | ✔ |
Social Media & VoIP Integrations | ✔ | ✔ | ✔ | ✔ |
Mass Email & Prebuilt Marketing Campaigns | ✕ | ✔ | ✔ | ✔ |
Agent Recruiting Features | ✕ | ✕ | ✔ | ✔ |
Lead Routing | ✕ | ✕ | ✔ | ✔ |
Personalized E-marketing Website | ✕ | ✔ | ✕ | ✔ |
Insureio Key Features
- Agent recruiting: Modular features for recruitment, including prebuilt agency recruitment emails, hierarchy management, and agent brand assignment
- Comprehensive client management: Features for managing client documents and case tickets as well as overseeing tasks, statuses, requirements, quotes, and notes on insurance policies
- Application fulfillment: Electronic applications for over 30 carriers with e-signature and e-policy delivery features
- Robust marketing features: Social media, email, and text marketing along with website quote-to-lead capture capabilities and customizable websites
Insureio Customer Support
Insureio has email and phone support during standard Pacific Time business hours. There’s also an extensive library of online resources, including the Insureio Academy with articles and resources browseable by subject category.
Less Annoying CRM: Best for Ease-of-Use
Less Annoying CRM
Overall Score: 3.79
OUT OF 5
What We Like
- Intuitive interface to navigate
- Simple pricing with 1 plan option
- Easy customization to meet insurance operation needs
What's Missing
- Lacks advanced features like AI, built-in telephone, or complex workflow automation
- No social media integrations
- Limited reporting and analytics capabilities
Less Annoying CRM Pricing at a Glance*
- Less Annoying CRM Plan: $15 per user, per month
- Free trial: 30 days
*Pricing is based on annual billing. Monthly billing is also available at a higher cost.
Low-priced and easy to use, Less Annoying CRM was built as a basic, user-friendly platform that provides a hassle-free experience. The capabilities within this product include task, event, contact, and lead management as well as basic collaboration features for working in tandem with other users.
Oftentimes, insurance agencies are already satisfied using certain software applications to manage their insureds, policies, and underwriting tasks and just need a simple way to track sales. Less Annoying CRM is the ideal platform for easily customizing data fields and modules and tracking sales opportunities. Everything about this CRM is simplified, including its single-subscription option approach.
As part of being a basic CRM that prioritizes lead and opportunity management, Less Annoying CRM users cannot complete complex workflow automation or gain AI insights on the data it collects. Zoho CRM is the best alternative on this list for teams that want more advanced CRM tools.
Less Annoying CRM Summary
Less Annoying CRM | |
|---|---|
Contact Management | Organization of contacts and their contact information with simple searching |
Task Management | Task centralization and sharing options with other users |
Calendar Sync | Events and tasks can be synced to Google Calendar |
Lead Management | Reporting and tracking for leads in the pipeline with status, priority, and notes |
Pipeline Management | Pipeline monitoring with custom pipeline reporting |
Team Collaboration | Custom access management along with sharing and syncing permissions for tasks, events, and contacts |
Easy System Customization | Users can customize data fields and how they want their dashboards set up |
Mobile Accessibility | Real-time viewing and updates on mobile devices for CRM activity |
Less Annoying CRM Key Features
- Contact and lead management: Organization of contact and lead data for customizable fields along with status tracking
- Event and task management: Ability to create, share, and assign tasks or events as well as sync them to Google Calendar
- Pipeline reporting: Customizable sales pipelines with reporting and real-time tracking
- Collaboration tools: Custom permissions with task, event, and contact sharing as well as calendar and data synchronization with other users
Less Annoying CRM Customer Support
Less Annoying CRM comes with free email and phone support from 9 a.m. to 5 p.m. Central Time on weekdays. Additionally, they offer employee training via phone or online meetings.
Looking for more information? Take a look at our Less Annoying CRM review for a comprehensive look at product pricing, features, and best-for scenarios.
Radius: Best Insurance CRM With VoIP & Call Center Features
Radius
Overall Score: 3.37
OUT OF 5
What We Like
- Unique features such as commission, Errors and Omissions (E&O) insurance, and license tracking
- Optional native VoIP telephone integration
- Fields and modules already designed for insurance agencies
What's Missing
- Plan upgrades apply mostly to the number of users rather than features
- Relatively expensive
- No mobile application
Radiusbob Pricing at a Glance*
Leads + Clients
- Agent: $34 per month for 1 user
- CSR: $68 per month for 2 users
- Broker: $149 per month for 5 users
- Agency: $149 per month for 10 users
Leads + Clients + VoIP
- Agent + VoIP: $78 per month for 1 user
- CSR + VoIP: $156 per month for 2 users
- Broker + VoIP: $369 per month for 5 users
- Agency + VoIP: $732 per month for 10 users
- Free trial: 15 days
*Pricing is based on annual billing. Monthly billing is also available at a higher cost.
Built specifically for insurance agencies, Radius comes with integration capabilities with insurance productivity platforms like AgentMethods, CGS Actuarial, FEX Quotes, IXN, and NinjaQuoter. There’s also a broad selection of marketing features for auto-deploying email, text, and direct mail campaigns.
Users can upgrade their traditional CRM plan to include a native voice-over-internet-protocol (VoIP) system to Radius. With this premium plan, they can place and receive calls, log or record their conversations, and configure interactive voice response (IVR) that uses a bot to provide menu navigation options. Additionally, calls can be placed using click-to-call directly from a lead or client record.
Managing sales and clients on the go is critical for insurance agents who nurture leads at networking or corporate events. Radius, however, does not have a mobile app to let users track their opportunities while on the road. HubSpot CRM and Freshsales are solid alternatives with highly acclaimed mobile app interfaces.
Radius Summary*
Agent | CSR | Broker | Agency | |
|---|---|---|---|---|
Unlimited Leads & Clients | ✔ | ✔ | ✔ | ✔ |
Email Marketing | ✔ | ✔ | ✔ | ✔ |
Commission Tracking | ✔ | ✔ | ✔ | ✔ |
Unlimited File Storage | ✔ | ✔ | ✔ | ✔ |
E&O & License Tracking | ✔ | ✔ | ✔ | ✔ |
Agent Recruitment | ✕ | ✔ | ✔ | ✔ |
Lead Distribution | ✕ | ✔ | ✔ | ✔ |
*Plan + VoIP includes everything on the Leads + Clients plans plus click-to-call, call recording, call groups, voicemail-to-email, texts, and inbound and outbound calling.
Radius Key Features
- Marketing automation: Built-in tools for sending mass emails, SMS texts, direct mail, and automated drip campaigns
- VoIP native software: Integrated telephone solution with click-to-call, recording, call queue management, and IVR and call groups
- Lead and client management: Contact and insurance data organization with lead distribution automation
- Process automation: Automated workflows, task assignment, and quote generation with IXN, Ninja Quoter, and Compulife integrations
Radius Customer Support
Radiusbob has live chat and phone support options during extended business hours. They also offer a knowledge base and an online support center.
How We Evaluated the Best Insurance CRMs
To determine the best CRMs for insurance agencies, we evaluated features relevant to managing insured customers. For instance, document management features to organize application and policy files are extremely useful to an agency. Additionally, communication tools let you service the needs of insureds and connect with new business leads. We also evaluated general product attributes such as price, ease of use, and customer support.
We found that HubSpot CRM is the best overall choice as it offers a free plan for unlimited users and easy-to-use tools. Additionally, its CRM features relevant to insurance agents include sales goal tracking to monitor insurance premium quotas and comprehensive content management tools for creating and distributing marketing assets agents can use to educate clients.
The tabs below offer insight into our evaluation process of the best CRMs for insurance companies:
25%
General Features
25%
Ease of Use
20%
Pricing
15%
Help & Support
15%
Expert Score
25% of Overall Score
We looked at overall features we feel are necessities, such as CRM integration options, analytics tools, and a mobile app. We also evaluated features specific to insurance agencies like telephonic capabilities, file and document management, and policy renewal tracking. Additionally, we looked at how solid the lead and deal management features were to assist in the insurance industry’s highly competitive sales environment.
25% of Overall Score
The solutions were also evaluated on platform usability. This was analyzed in terms of the expertise required to set up an account, the ease of integrating with native or third-party applications, and the skill needed to use the insurance-related features. We also reviewed the overall intuitiveness of navigating the system’s interface.
20% of Overall Score
Pricing took into account free plan availability and various scalable pricing options that a user could purchase affordably. We also looked at availability for a subscriber to either pay monthly or save by paying annually.
15% of Overall Score
Extensive support and service help prevent poor user experiences and outcomes users may encounter while using any of these systems. Help and support were evaluated in terms of customer service hours and the availability of support via phone, live chat, and email.
15% of Overall Score
In addition to firsthand experience with these software systems, we evaluated what users say about each product. These criteria consider how customers feel, based on their reviews, to gain insight into platform popularity, ease of use, and overall value for the price.
*Percentages of overall score
