Insightly

Grow faster with the modern CRM teams love

CRM
★★★★☆ 4
2009 Founded
51-200 Employees
25,000+ Customers
San Francisco, CA, United States Headquarters
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Quick Facts

✓ Free Trial
Website
insightly.com →
Starting Price
29
Pricing Model
per-user
Free Trial
14 days
Company Type
acquired
Social
LinkedIn Twitter/X

About 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.

Key Features

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.

Pros & Cons

👍 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.

User Reviews

G2
4.2
★★★★☆
Capterra
4.0
★★★★☆
TrustRadius
7.7
★★★★★

Integrations

Gmail Google Workspace Google Drive Microsoft 365 Microsoft Outlook QuickBooks Online Xero Slack Shopify Jira Asana Mailchimp Dropbox Box PandaDoc DocuSign ZoomInfo Workday ADP Workforce Now Zapier Facebook Lead Ads Unbounce Calendly Evernote NetSuite WordPress Aurora Solar Egnyte Okta Gong

Best For

Company Size

smb mid-market

Industries

Professional Services and Consulting Technology and SaaS Manufacturing and Industrial Financial Services Healthcare and Life Sciences Construction and Real Estate

Use Cases

Sales pipeline and deal management Account and contact management Post-sale project and delivery management Marketing automation and email campaigns Customer support and ticket tracking Workflow automation and process standardization

FAQ

What is Insightly?

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Insightly is a cloud-based customer relationship management (CRM) platform designed primarily for small and mid-sized businesses. It centralizes leads, contacts, organizations, opportunities, projects, and activities in one system so teams can manage the entire customer lifecycle from first touch through post-sale delivery. Beyond core CRM, Insightly also offers native marketing automation, customer support and ticketing, and a low-code integration layer called AppConnect, allowing it to serve as a unified go-to-market platform.

How much does Insightly cost?

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Insightly CRM is sold on a per-user, per-month basis billed annually. The main CRM tiers are Plus at approximately $29 per user per month, Professional at around $49 per user per month, and Enterprise at about $99 per user per month, all billed annually. Pricing varies based on edition, number of users, and any add-ons such as AppConnect volume, marketing automation, or service modules. A 14-day free trial is available for new customers, but there is no ongoing free plan.

What are the main features of Insightly?

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Key Insightly features include contact and account management, lead and opportunity tracking with customizable pipelines, built-in project management for post-sale work, workflow automation, email integration with Gmail and Outlook, mass email and templates, configurable reports and dashboards, custom fields and objects, mobile apps for iOS and Android, and role-based permissions. Customers can also add Insightly Marketing for campaigns and journeys, Insightly Service for support and SLAs, and AppConnect for low-code integrations with hundreds of external applications.

Who are Insightly's main competitors?

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Insightly competes with a range of CRM platforms serving small and mid-market organizations. Its primary competitors include HubSpot CRM, Salesforce Sales Cloud, Zoho CRM, Pipedrive, and Freshsales. In some segments it also competes with tools such as Copper, Monday Sales CRM, and Zendesk Sell, especially where sales and project workflows overlap. The right alternative depends on a companys budget, need for advanced marketing features, desired level of customization, and existing tech stack.

Is Insightly good for small businesses?

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Yes. Insightly is generally considered a strong fit for small businesses and lean mid-market teams that want a powerful yet approachable CRM. Reviewers frequently highlight its intuitive interface, flexible pipelines, and strong integrations as advantages for small organizations that lack dedicated admin staff. At the same time, some very small or early-stage companies may prefer CRMs with a permanent free plan, and businesses with extremely complex processes might eventually outgrow Insightly in favor of more customizable enterprise suites.

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