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The Best CRM Systems for Private Equity Firms

Updated Feb 01, 2024
Best for Small Private Equity Firms
  • Large third-party app marketplace
  • Targeted CRM products
  • AI-powered tools
  • Large third-party app marketplace
  • Targeted CRM products
  • AI-powered tools
Best for Remote/Hybrid Teams
  • AI-powered assistant
  • Hundreds of integrations
  • Easy-to-use automations
  • AI-powered assistant
  • Hundreds of integrations
  • Easy-to-use automations
Best for Integrations
  • 1,000+ integrations
  • Free plan option
  • 90+ report templates
  • 1,000+ integrations
  • Free plan option
  • 90+ report templates
Best for Client Success
Zendesk company logo
  • Suite of collaboration tools
  • Native integrations and products
  • “Smart list” features
  • Suite of collaboration tools
  • Native integrations and products
  • “Smart list” features
Best for East of Use
Keap CRM
keap company logo
  • 2,500+ integrations
  • Contact-based pricing
  • Automated contact management
  • 2,500+ integrations
  • Contact-based pricing
  • Automated contact management

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In the world of private equity, relationship management and strategic decision-making are paramount. A customer relationship management (CRM) system is an indispensable tool for firms looking to keep valuable client information organized and streamlined for all relevant stakeholders.

A CRM system is specifically designed to manage and analyze customer interactions and data throughout the customer life cycle to improve business relationships, customer retention and sales growth. However, for private equity firms, the stakes are even higher and the needs are more specific. Managing private equity relationships requires a CRM that caters to complex investment strategies, extensive networking requirements and meticulous portfolio management.

To help companies that operate in this particular environment, we’ve compiled this helpful guide to the best CRM systems tailored to private equity firms. We’ve identified five products that not only streamline operational efficiency but also align with the nuanced needs of private equity professionals so you can make an informed decision for your firm.

Compare Our Best Picks

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Our Top Picks for 2024
Salesforce CRM
Zoho CRM
HubSpot CRM
Keap CRM
Use case

Best for Small Private Equity Firms

Best for Remote/Hybrid Teams

Best for Integrations

Best for Client Success

Best for Ease of Use

Starting price

$25 per user

$14 per user


$159 ($29 for each additional user)

$19 per user

Free trial

14-30 days

21 days

14 days

14 days

30 days

Customer support

24/7 phone support with Premier plan

24/5 phone, email and chat

24/7 email and chat

24/7 chat; 24/5 phone support

Phone, email and chat during business hours

Minimum seat requirement?






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Salesforce CRM: Best for Small Private Equity Firms

  • Salesforce offers a wide range of features and tools to help small firms manage every phase of the customer journey.
  • The Einstein feature provides AI recommendations and automated content creation for effective client communication.
  • Most of Salesforce’s products require an annual subscription, which may not be as flexible for small firms that prefer monthly options.
Editor's Rating: 9.5/10
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Salesforce, a well-known name in the CRM world, is an excellent option for small private equity firms looking for a comprehensive and scalable CRM platform. Though its enterprise-level solutions can be quite expensive, the company’s suite of small business solutions caters to the needs and budgets of smaller teams.

Salesforce’s ability to connect various aspects of a business — such as marketing, sales, customer service and IT — through a single platform is invaluable for firms that require an integrated approach to managing their complex customer interactions efficiently. The platform’s intelligent tools, like Salesforce Einstein, provide AI-powered recommendations and content generation to help small firms build their marketing efforts and personalize messages to different customer segments. This feature is crucial for private equity firms that need to personalize their investor relations and deal flow management.

We appreciate that Salesforce includes an extensive log of every customer interaction that can be accessed from any device. This ensures that all team members stay up to date with client communications.

Zoho CRM: Best for Remote/Hybrid Teams

  • Zoho’s Zia AI tool offers advanced data analysis and predictive capabilities for more efficient lead generation and deal closure.
  • The user-friendly interface and communication features facilitate seamless collaboration among remote or hybrid teams.
  • Zoho’s most advanced features, like Zia AI, are available only in higher-priced plans, potentially limiting access for firms with tighter budgets.
Editor's Rating: 9.2/10
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Zoho CRM is an optimal solution for private equity firms with remote or hybrid teams because the tools and features are well suited to remote work. This platform emphasizes lead generation, sales acceleration and performance measurement, and it integrates with several popular business applications to make data more accessible for teams in different locations.

Zoho’s AI assistant, Zia, offers advanced lead generation and deal predictions to help remote sales teams focus their efforts more efficiently. These AI-driven insights identify the potential clients that are most likely to convert — an essential skill for private equity firms looking to optimize their investment strategies. Furthermore, Zoho CRM’s mobile app can be used by team members on the go. Some standout app features include business-card-scanning capabilities and automatic call data logging for accuracy and convenience.

The platform’s user-friendly dashboard offers users personalized and custom views so they can stay aligned on tasks and priorities. The Feeds notification module serves as a collaborative space, keeping remote employees updated on critical lead or deal changes and maintaining cohesion among teams operating from different locations. Finally, Zoho’s Motivator feature gamifies sales efforts, which can help maintain team spirit and motivation in a remote work setting.

HubSpot CRM: Best for Integrations

  • HubSpot offers over 1,000 integrations, allowing firms to seamlessly connect with a wide array of business applications.
  • This CRM features an approachable design so teams can more easily adapt and utilize the system for various functions.
  • While HubSpot is generally affordable, the contact-based pricing structure can mean costs escalate quickly for firms with large marketing contact lists.
Editor's Rating: 9.3/10
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HubSpot is an ideal CRM choice for private equity firms that want extensive integrations with the programs they already use. The platform’s comprehensive suite — which combines marketing, sales, customer service, content management and operations tools into a unified interface — allows for seamless interactions across various business functions.

HubSpot’s strength lies in its impressive app marketplace, which boasts over 1,000 integrations encompassing essential business tools such as Gmail, Outlook, WordPress and Zoom, as well as role-specific applications for marketing, sales and customer service. This range of integration options ensures private equity firms can maintain and enhance existing workflows.

We particularly liked HubSpot’s consumer-product-like interface, which makes it more approachable and user-friendly than many enterprise-focused CRM suites. However, for private equity firms, HubSpot’s real value lies in its ability to adapt to users’ specific needs through its extensive app marketplace. This adaptability minimizes disruption in routine operations during the transition to a new CRM system, thus allowing teams to leverage familiar tools within HubSpot.

Zendesk: Best for Client Success

Zendesk company logo
  • Zendesk Sell provides a holistic approach to managing client interactions, from lead generation to post-sales support.
  • Zendesk’s customizable, easy-to-use dashboard and features, including Task Player, help boost productivity and client engagement.
  • The entry-level Team plan offers limited customer support options and basic reporting features, potentially hindering the ability to track and analyze client data comprehensively.
Editor's Rating: 9/10

Zendesk Sell is a top-notch choice for private equity firms focused on client success. This CRM system offers an integrated approach to managing the entire customer life cycle and aims to streamline the sales process through improved pipeline visibility.

Zendesk Sell is built on the company’s renowned service and ticketing platform, which allows teams to streamline workflows and automate their sales sequences. The platform’s integration with the broader Zendesk suite further strengthens this CRM by allowing firms to manage leads efficiently, revive inactive leads and prepare for new opportunities.

We found Zendesk’s user-friendly platform and customizable dashboard well suited for private equity firms in search of efficiency and personalization. With features such as sales triggers, sequences and a wide array of integrations, this system can streamline administrative tasks and thus enable teams to focus more attention on client interaction and satisfaction. For instance, the Task Player feature strengthens daily workflows by providing contextual information for tasks, thus improving efficiency in client interactions.

Keap CRM: Best for East of Use

Keap CRM
keap company logo
  • Keap’s user-friendly interface makes it simple for teams to set up and manage the CRM.
  • With robust automation capabilities, Keap can help firms save time and improve sales processes.
  • The variability in pricing based on the number of contacts can be a challenge for growing businesses with limited budgets.
Editor's Rating: 9.4/10

Private equity firms that lack experience with CRM systems will still find it easy to set up and use Keap. This solution integrates sales and marketing automation into a single platform and includes built-in invoicing and payment processing options to help enhance conversion rates. A dedicated customer success manager and drag-and-drop sales pipeline builders can help you organize and visualize your business opportunities. The platform’s contact dashboard allows quick access to client information, enabling fast and efficient communication.

Keap’s automations help streamline manual tasks such as sending follow-up communications and recording new leads, reportedly saving customers an estimated 10 hours per week. Additionally, the ability to separate contacts and trigger automated actions based on group activities offers a personalized approach to client management.

We believe that Keap’s focus on ease of use, combined with its comprehensive suite of features, makes the platform an excellent choice for private equity firms that want to streamline their sales and client management processes with a straightforward solution.

Costs of CRM for Private Equity Firms

CRM software pricing varies and is influenced by factors like the number of users, the level of functionality and the needs of any specific industries it serves.

On average, low-end CRM costs start at around $7 to $12 per user per month for basic packages. These entry-level solutions are suitable for small businesses or startups and offer essential CRM features with some limitations, like storage and functionality. This tier of CRM systems may be the most practical choice for businesses with minimal CRM requirements.

As private equity firms grow and their needs become more complex, midrange CRM solutions may become more appealing. These systems, ranging from $15 to $40 per user per month, offer a broader range of features and integrations with third-party systems.

High-end CRM systems for enterprise-level needs can cost upward of $300 per user per month. With these advanced systems, firms can take advantage of extensive customization, integration with legacy systems, and additional services, like comprehensive training and local hosting options.

FYIDid you know
Premium CRM solutions are most beneficial for organizations with unique security needs or those that require a more complex CRM strategy.

Features of CRM for Private Equity Firms

Choosing the right CRM system begins with understanding the specific functionalities your business needs. Systems that are well suited to the unique needs of private equity firms can significantly enhance operational efficiency and client relationship management.

Here are some key features to look for in a CRM system for private equity firms and why each is beneficial.

Data Management

Managing investor and portfolio company information can be a grueling task, but it’s one of the most important responsibilities for a private equity firm. A CRM system with customer data management tools allows firms to easily organize and access detailed information about their stakeholders.

Reporting Dashboards

Reporting capabilities in CRM systems are crucial for analyzing investment trends, tracking interactions and monitoring performance portfolios. The ability to customize reports through various visual formats, like bar graphs or pie charts, allows your private equity firm to gain deeper insight into your operations and make decisions supported by data.

Did You Know?Did you know
CRM systems help businesses collect, store and organize their big data, which can ultimately help them deliver better, more targeted and personalized solutions to their customers and clients.

Workflow Automation Tools

The ability to automate certain workflows is vital for streamlining complex investment processes within a private equity firm, such as notifying deal teams when new investment opportunities arise and updating ongoing transactions. Private equity firms can guarantee timely responses and manage the intricate details of their investment and fundraising activities more efficiently with the help of CRM automations.


Private equity firms may use a variety of other business software solutions besides a CRM, so investing in a system that integrates with those other platforms can be extremely helpful. Depending on your CRM’s app marketplace and capabilities, you may be able to integrate basic communication tools, like email and social media platforms, as well as more complex software, like financial modeling tools and market intelligence databases. With seamless integration across systems, private equity firms can work with a centralized platform for all of their operational needs.

Customization Options

The ability to customize a CRM system is particularly important for private equity firms. Customization for managing complex fund structures, tracking investor commitments or monitoring deal pipelines can make all the difference in day-to-day operations.

Choosing a CRM for Private Equity Firms

Not sure where to begin in your business’s search for a CRM system? This step-by-step guide breaks down the process to help you find the ideal system for your firm’s needs.

1. Determine your budget and feature requirements.

Because of the wide range of prices for CRM systems, it’s important to set a budget upfront. Establishing cost parameters early on simplifies the selection process by narrowing down the many available options to those within your firm’s financial reach.

Given the abundance of tools and functionalities available in CRM systems, you’ll also want to create a list of must-have features for your chosen solution. This list should differentiate between non-negotiable features and “wish list” items.

As you’re building your criteria for a CRM solution, consult with the team members who will be using it. They can offer insights into the features that are most essential to their daily workflow.

2. Ask other private equity firm leaders for their recommendations.

Seek referrals from similar businesses in the private equity sector to generate an initial list of vendors to consider. Their recommendations can provide unique insights tailored to the nuanced needs of the industry.

From there, you’ll want to conduct a thorough assessment of the current market, as the CRM landscape is constantly evolving. Stay up to date on the latest trends and technologies to ensure that your firm doesn’t miss out on innovative solutions that could give your business a competitive edge.

3. Conduct research and read vendor reviews.

Reading user feedback and product reviews of the best CRM systems can help further narrow down your top choices. These reviews often delve into the strengths, weaknesses and performance of the CRM systems in real-world scenarios and offer a more objective perspective than vendor-provided information does.

4. Contact vendors about trials and product demos.

Most CRM providers offer free trials to let prospective users explore the systems’ functionalities firsthand before committing to a system. This hands-on experience can help you understand how the CRM would integrate into your firm’s existing processes and whether it meets your specific operational needs.

During your trial or demo, ask each vendor detailed questions based on the criteria you compiled earlier to ensure the platform will be a good fit for your private equity firm’s needs.

5. Make your selection.

By following these steps, your private equity firm will be well equipped to select the CRM system that meets your current requirements and supports future growth and success.

Advantages of CRM for Private Equity Firms

Private equity firms that implement a CRM system and put it to work across their business operations can reap substantial benefits. Here are some key advantages of using a CRM designed for your firm’s needs.

Centralized Customer Information

A CRM system provides a centralized location for storing and organizing customer information so private equity firms can manage relationships and investment strategies more effectively. CRM tools can also help tailor interactions and messaging based on detailed customer data, thus fostering the personalized relationships necessary to succeed in the private equity industry.

Improved Forecasting and Refined Sales Cycle

CRM software utilizes past data to guide predictive analysis of future sales and investments, for better strategic planning and forecasting. A CRM can also refine your company’s sales cycle and processes by identifying effective strategies so you can scale your operations efficiently.

Automated Workflows

Automating routine tasks minimizes manual data entry and administrative work, thus allowing teams to focus on high-value assignments and reducing human error. By leveraging automation tools within their CRM, private equity firms can reduce operational costs, improve budget efficiency and maximize return on investment.

More Effective Marketing Campaigns

A CRM offers detailed insight into customer interactions with marketing campaigns to help firms develop more personalized campaign strategies. It also ensures uniform messaging across various platforms and audience segments.

Key TakeawayKey takeaway
For private equity firms, choosing a CRM system tailored to unique business needs is essential for optimizing investor relations, streamlining deal management processes, and driving strategic growth in a highly competitive market.

CRM for Private Equity Firms FAQs

Key features to look for include detailed customer data management, workflow automation, advanced reporting tools, customization options, and integrations with other financial and investment management software. These features support the unique needs of private equity firms in managing investments, investor relationships and complex financial transactions.

A CRM system helps private equity firms streamline operations, enhance decision-making with data-driven insights, efficiently manage investor relationships, automate routine tasks and ensure consistent communication across all platforms. This leads to improved efficiency, better client service and stronger investment strategies.

Yes, many CRM systems include features that help private equity firms comply with industry regulations, such as audit trails, compliance tracking and reporting capabilities that adhere to legal and financial standards.

Yes, investing in a CRM system can be cost-effective for small private equity firms, as modern CRM solutions offer scalable plans. While there are upfront costs, the efficiency gains and improved decision-making facilitated by a CRM can outweigh the initial investment over time.

Most CRM systems offer integration capabilities with various financial, accounting and portfolio management systems. This integration allows for seamless data flow and unified information management, thereby reducing manual data entry and human error while increasing overall operational efficiency.

Nicole Fallon
Contributing Writer at
Nicole Fallon has written hundreds of B2B-focused articles on topics such as marketing, business technology, leadership, and HR/organizational management. In addition to covering small business trends and software reviews, Nicole runs a digital marketing agency, where she and her team create high-quality content for a wide range of B2B and B2C brands.
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