In this report, we cover the best custom CRM softwares on the market in 2025. During both our research and our experience consulting and programming custom CRM platforms, we’ve analyzed more than 30 custom CRM softwares specializing in multiple use cases and industries to identify the best and most customizable on the market. We also wanted to compare them against having a fully custom CRM developed specifically for your company, as this provides the purest form of custom CRM functionality. We then ranked them based on the factors listed below.
- Standard Feature Rating: This 1.0-5.0 rating breaks down the level of standard features that come with the CRM without any additional programmed customization or integration. We consider standard features that come at higher price tiers as standard, and use the cost rating as a balancing tool in cases where valuable standard features are locked behind high-cost tiers.
- Customizability Rating: This 1.0-5.0 score summarizes the configurability, customizability, and ease of integration with third-party applications of a given CRM software. Businesses with higher levels of built-in configuration and customization take priority over those that force you to integrate with third-party apps. Still, third-party integrations take priority over a lack thereof.
- Cost Rating: The third 1.0-5.0 rating considers the cost of the platform, considering every tier of service. While a business may get a bump for offering low entry-level pricing, this will be balanced against higher price tiers that don’t offer sufficient value to justify their cost. This is why CRMs may have very similar cost scores despite their entry cost being somewhat far apart.
- Overall Rating: This final 1.0-5.0 score averages the three component scores to create a more comprehensive view of each CRM’s value proposition as a custom CRM software.
In the following table, we break down each rating and give a summary of what each CRM brings to the table, and who their ideal market is.
The Best Custom CRM Software
| Rank | CRM | Standard Features | Customizability | Cost | Overall | Summary |
|---|---|---|---|---|---|---|
| 1 | Fully Custom CRM | 5 | 5 | 4.2 | 4.7 | High entry-level cost for 100% coverage of all needed features and the best possible long-term value. |
| 2 | Salesforce | 4.2 | 4.3 | 4 | 4.1 | Enterprise-focused CRM/ERP with a specialty in configurability and easy integrations, while offering quality standard features at higher tiers. |
| 3 | Microsoft Dynamics 365 | 4.4 | 4 | 3.6 | 4 | Enterprise-focused CRM/ERP with a focus on robust standard features and AI automations, offering quality customization as well. |
| 4 | Zoho CRM | 3.5 | 4.2 | 4.3 | 4 | Entry-level CRM with solid standard features for the price point and above-average customizability. |
| 5 | Creatio | 3.2 | 4.4 | 4.1 | 3.9 | Entry-level CRM with more barebones standard features but exceptional codeless configuration and customization. |
Fully Custom CRM
If you’re looking for a custom CRM, fully custom software development is going to be the gold standard. Standard features and customizability are one and the same at a 5.0 rating because it can truly be built to meet even the most industry-or-company-specific needs. No matter what a business needs their CRM to do, it can be developed or integrated into a fully custom CRM, which they will own in perpetuity, assing value to the company itself.
This is where cost comes in. Fully custom software isn’t accessible to companies of all sizes due to its high upfront cost, but it still gets a high cost score because every penny invested is added to the company’s value due to ownership of the IP, and there are no licensing fees to speak of. As a result, fully custom CRMs often present a net gain in company value over time.
- Standard Features Rating: 5.0
- Customizability Rating: 5.0
- Cost Rating: 4.2
- Overall Rating: 4.7
Salesforce CRM
Salesforce is an industry-standard CRM because they offer a great suite of standard features, a ton of built-in configuration options, and easy integrations with both third-party apps and custom-developed ones. As a result, though, it is a more expensive platform than many CRMs that don’t offer a similar level of features or customization, and they are also more geared toward midsize-enterprise businesses. For this reason, it is often smart to work with a Salesforce CRM consultant to make sure you get the most out of this investment.
Their upfront costs aren’t as expensive as some CRMs of their caliber, but they do offer manby “extra” features at an additional cost, and many industries may see these features as dealbreakers. So, while they have a decent cost rating due to the sheer value of what they provide, cost is still one of the major sticking points for those that choose not to go with Salesforce.
- Standard Features Rating: 4.2
- Customizability Rating: 4.3
- Cost Rating: 4.0
- Overall Rating: 4.1
Microsoft Dynamics 365 CRM
MS Dynamics 365 is easily the most feature-rich CRM on the market, with functions to support just about every department of an enterprise business. With industry-leading Copilot AI automations, built-in Microsoft ecosystem integrations, and excellent scalability, it truly is a gold standard out-of-the-box CRM/ERP product. They are the most expensive platform on the list, though, so this all comes at a price.
To alleviate this cost and make the platform more scalable, Dynamics 365 allows the platform to be licensed modularly for firms that don’t need comprehensive CRM support for every department. Even so, this ends up costing more than most other sales/marketing-specific CRMs, so the cost is the biggest downside. Additionally, while both Salesforce and Dynamics 365 are customizable through custom programming, the configurability of Dynamics 365 falls behind Salesforce, making its customizability rating a touch lower. This can be alleviated by working with a CRM consultant who is certified with the product.
- Standard Features Rating: 4.4
- Customizability Rating: 4.0
- Cost Rating: 3.6
- Overall Rating: 4.0
Zoho CRM
Zoho CRM focuses more on being an accessible entry point to custom CRMs, offering a wide variety of price tiers and a high level of configurability for a CRM at its price point. This is a great cRM option for smaller businesses due to its cost-effectiveness at lower tiers and its ease of use, with drag-and-drop customization to make it extremely simple to configure without the need for dedicated IT staff.
Where Zoho struggles is with standard features at its low-mid tiers. As a lower-cost service, they offer very little outside of general sales workflow organization and some limited automations and mass email functionality. Zoho isn’t exactly a CRM that will grow with you, but rather a CRM that businesses will grow out of.
- Standard Features Rating: 3.5
- Customizability Rating: 4.2
- Cost Rating: 4.3
- Overall Rating: 4.0
Creatio CRM
Creatio is another small business-friendly CRM that leans even further into customization and configurability, offering the most in-depth configuration and integration tools of any CRM at its price point. They also pride themselves on offering “no-code automation,” allowing their clients to automate workflows without needing to staff programmers or hire outside assistance.
Their services are priced modularly, which helps them at the low end in a similar fashion to Zoho, but hurts them as they don’t offer as much value at their highest price point as the CRM options that are built for bigger companies, like Salesforce, MS Dynamics, and fully custom CRM developers.
- Standard Features Rating: 3.2
- Customizability Rating: 4.4
- Cost Rating: 4.1
- Overall Rating: 3.9
