Insightly is a modern, affordable CRM platform that unifies sales, marketing, service, and integrations to help growing businesses manage the entire customer lifecycle in one place.
Independently researched by the SalesHive team. Ratings are from public review platforms; this page is not sponsored by or affiliated with Insightly. Research last updated December 2025.
What is Insightly?
Insightly is a cloud-based customer relationship management (CRM) platform built to help small and mid-sized businesses sell smarter, grow faster, and build lasting customer relationships. Delivered as SaaS, it centralizes leads, contacts, organizations, opportunities, emails, and projects, giving go-to-market teams a single source of truth from first touch through post-sale delivery. Over time Insightly has expanded from core CRM into a broader GTM suite with marketing automation, customer service, and a low-code integration platform called AppConnect.
Founded in 2009 in Perth, Australia by Anthony Smith, Insightly was originally designed as a lightweight CRM tightly integrated with Google Apps. The company later relocated its headquarters to San Francisco and raised multiple venture rounds to expand its capabilities beyond the Google ecosystem. Over the 2010s Insightly grew rapidly in the SMB CRM market, adding advanced reporting, workflow automation, project management, and deep integrations with productivity and accounting tools such as Microsoft 365, QuickBooks Online, and Xero.
The platform now offers three main CRM editions (Plus, Professional, and Enterprise) along with companion products for marketing automation and support ticketing. Its AppConnect integration layer connects to thousands of third-party apps while also supporting low-code workflows, making it attractive to teams that need flexibility without heavy IT overhead. Insightly emphasizes ease of use, fast time to value, and a lower total cost of ownership compared with heavyweight enterprise CRMs.
In July 2024 Insightly was acquired by private equity firm Crest Rock Partners and merged with Unbounce, a leading landing-page and conversion optimization platform. Operating as Insightly CRM by Unbounce, the combined company focuses on aligning sales and marketing workflows end to end, from first click on a landing page through CRM, marketing automation, and customer success. Insightly today is used by more than a million users and tens of thousands of organizations worldwide across industries such as professional services, manufacturing, finance, healthcare, and technology.
Insightly key features
Teams typically use it for sales pipeline and deal management, account and contact management, post-sale project and delivery management, and more.
- Contact and account management - Centralize contact. organization, and relationship data with rich profiles and linking between records.
- Lead and opportunity management - Track leads and deals through customizable pipelines and Kanban views with stages, probabilities, and forecasts.
- Project management - Manage post-sale projects. milestones, tasks, and deliverables in the same system used for sales, keeping handoffs tight.
- Workflow automation - Automate tasks. record updates, email alerts, and routing rules using visual workflow tools on Professional and Enterprise plans.
- Email integration and templates - Sync with Gmail and Microsoft Outlook, log emails to records, and send mass email using reusable templates.
- Dashboards and reporting - Build configurable reports and dashboards to monitor pipeline health, team performance, and project status.
- Custom fields and objects - Extend the data model with custom fields, page layouts, and custom objects or apps (higher tiers) to match unique processes.
- AI Copilot and automation assistance - Use AI features such as Copilot, email summaries, and suggested replies to speed data entry and outreach.
- Marketing automation - Design multi-step journeys. email campaigns, forms, and landing pages that sync natively with CRM records.
- Support and ticketing - Track support tickets. SLAs, and service interactions with branded portals, knowledge base, and case queues.
- Mobile CRM apps - Access contacts. opportunities, tasks, and projects via iOS and Android apps, including a business card scanner for lead capture.
- Role-based permissions and security - Control access with roles. profiles, and optional field-level security; Enterprise adds advanced audit logging.
- AppConnect integration platform - Connect Insightly with hundreds of apps and build multi-step integrations using a low-code designer.
- Web-to-lead and landing page capture - Capture leads from website forms and Unbounce landing pages directly into CRM with automated routing.
- Built-in BI and insight cards - Use real-time insight cards and BI-style dashboards to surface key metrics, alerts, and next-best actions.
What reviewers love, and what to watch
A balanced view of Insightly, drawn from public reviews and product research.
Pros
- Intuitive, user-friendly interface that makes it relatively easy for new users to adopt and navigate.
- Combines CRM and project management so teams can track customers from lead through delivery in one platform.
- Strong integrations and AppConnect make it easy to connect Gmail, Microsoft 365, accounting tools, and other apps.
- Flexible customization of pipelines, fields, and views allows teams to tailor the system to their workflows.
- Reporting and dashboards provide clear visibility into pipeline, activities, and project status for managers.
- Good value for money for small and mid-sized businesses compared with larger enterprise CRMs.
Cons
- Advanced reporting and analytics can feel rigid, and building complex cross-object reports is challenging.
- Many powerful capabilities such as advanced automation, custom objects, and granular permissions are only available on higher-tier plans.
- Customer support quality and responsiveness are described as inconsistent, with limited live support on lower tiers.
- Initial configuration and building more sophisticated workflows can have a noticeable learning curve.
- Mobile apps are considered less full-featured and less responsive than the web experience for heavy daily use.
Insightly pricing
Published pricing at the time of research. Always confirm current rates with the vendor.
- Core CRM with lead, contact, and opportunity management
- Project management and task tracking
- Standard reports and dashboards
- Email templates and basic automation
- Up to 100,000 records and 50 custom fields
- All Plus features
- Workflow automation and lead assignment rules
- Custom page layouts and configurable dashboards
- More records and custom fields
- Additional permissions and higher limits
- All Professional features
- Advanced security and field-level permissions
- Custom objects and apps
- Products, price books, and quotes
- Sandboxes, audit logging, and higher API limits
Setup: No mandatory setup fee for CRM-only plans; All-in-One bundles typically require paid onboarding and AppConnect setup. No permanent free plan is available; Insightly offers a time-limited 14-day free trial on paid tiers.
Who Insightly is for
A strong fit for
Insightly is best suited for small and mid-market B2B organizations that need an easy-to-use yet configurable CRM with built-in project management, marketing automation, and strong integrations, but do not require the deep complexity of heavyweight enterprise CRM suites.
Probably not for
Very large enterprises with highly complex data models, millions of records, or extensive custom development requirements, and businesses that need extremely advanced analytics or social CRM features out of the box, may find Insightly too limited compared with top-tier enterprise platforms.
How Insightly compares
Compared with giants like Salesforce and HubSpot, Insightly positions itself as a more focused and affordable CRM for small and mid-market teams that still need serious automation and integration capabilities. It generally cannot match Salesforce for depth of customization or HubSpot for the breadth of marketing features and free entry-tier offerings, but it often wins on ease of use, lower administrative burden, and total cost of ownership. For organizations that want a powerful but manageable CRM without standing up a large admin team, Insightly is a compelling option.
Against other SMB-focused CRMs such as Pipedrive, Zoho CRM, and Freshsales, Insightly stands out with its native project management, strong AppConnect integration layer, and the ability to add first-party marketing automation and support modules that share the same data model. Pipedrive and Freshsales can offer more sales-centric UI and, in some cases, simpler pricing, while Zoho can provide a broader app ecosystem. Insightly is most attractive when a business values unifying sales, projects, and marketing in one environment and wants tight integration with existing productivity and finance tools.
Organizations that anticipate growing into highly complex, global deployments or that require very advanced analytics, deep CPQ, or industry-specific modules may eventually outgrow Insightly and gravitate toward Salesforce or other enterprise suites. However, for a large segment of SMB and mid-market companies, Insightly delivers a balanced mix of usability, flexibility, and functionality that can be more than sufficient for long-term growth.
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Frequently asked about Insightly
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