Best small-business CRMs: HubSpot, Pipedrive, Zoho and BAI

Tool	Who it is for	Limits	Price
HubSpot	Teams that want a well-known CRM and to start at no cost	The paid editions have other per-licence rates that depend on the product and the edition	€0 a month on the free CRM; the paid editions cost more Source, accessed on 10 October 2026.
Pipedrive	Sales teams that want a CRM centred on opportunity tracking	Priced per user; add-ons such as LeadBooster or Campaigns are paid separately	€14, €39, €59 or €79 per user a month billed annually, excluding VAT Source, accessed on 10 October 2026.
Zoho CRM	Small businesses that want to start free and move up an edition as the team grows	Priced per user; the AI, inventory and quotes features are in the higher editions	Free up to 3 users; paid €14, €23 or €40 per user a month Source, accessed on 10 October 2026.
Holded	Businesses of 1 to 10 people who want CRM, invoicing and accounting in one place	The CRM sits inside a management platform; its page does not present it as an independent sales CRM	Small businesses tab: €29, €59 or €99 a month excluding VAT (2, 4 or 7 users) Source, accessed on 10 October 2026.
BAI Business	Small businesses that want CRM, website, appointments, invoices and receptionist on one platform	General platform for small businesses: the CRM is one part of it, not an independent sales product	Depends on the plan; explained in a conversation

For a small business, HubSpot and Zoho CRM let you start free; Pipedrive focuses on sales follow-up and charges per user; Holded or BAI bring the CRM together with invoices and other areas. Choose according to your team and what you want to connect to the CRM.

Reviewed on 2026-10-10. BAI Business is one of the tools compared and publishes this article. In the table, BAI appears as "depends on the plan": it is explained in a conversation.

The criteria we compare by

• Opportunity tracking. Your own stages, a next action with a date and alerts so that no customer goes cold.
• One record per customer. Importing your customers, detecting the repeated ones and seeing the whole history in one place.
• Automation. Follow-ups and alerts that send themselves, and how far it goes without programming.
• Connection with the rest of the business. Whether the CRM stays in sales or connects with invoices, appointments, website and customer service.
• Users and price. What each user costs, what each edition includes and which features are paid separately.
• Data and exit. Data processing agreement, permissions and how you take your data with you. The tests to check it are in the downloadable guide for any business (PDF, in Spanish).

The tools

HubSpot

HubSpot is a general-purpose CRM, known for its free plan. Its pricing page presents the free CRM alongside paid editions per product, a Starter edition of all the products designed for startups and small businesses, and an Enterprise customer platform for large teams. It also lists free tools such as online forms, web hosting, a blog builder, an SSL certificate and training courses.

The free CRM costs €0 a month; the paid editions, from Starter to Enterprise, have other per-licence rates that depend on the product and the edition (source: HubSpot, accessed on 2026-10-10).

It suits a small business that wants to start at no cost, that already knows the tool or that plans to add marketing and sales on the same base. What to watch is the jump in price when moving to a paid edition, because the rate depends on the product and the edition, and to check in writing what happens to your data if you leave, which the page does not detail.

Pipedrive

Pipedrive is a CRM centred on the sales process. Its page offers four plans: Lite, to organise sales in a simple workspace; Growth, which automates emails and follow-ups; Premium, with tools for the whole sales cycle; and Ultimate, with the full set of capabilities. As add-ons it offers LeadBooster to capture prospects, Projects, Campaigns for email marketing, web visitors and Smart Docs, as well as an integrations marketplace and a mobile app.

The plans cost €14, €39, €59 and €79 per user a month excluding VAT with annual billing, that is, €168, €468, €708 and €948 per user a year; paying annually saves up to 42%, the free trial lasts 14 days with no card and the add-ons start at €13.33 for Campaigns, €16 for Projects, €32.50 for LeadBooster and €41 for web visitors (source: Pipedrive, accessed on 2026-10-10).

It suits a sales team that wants a CRM centred on opportunities and pays per user. You have to add the add-ons you need and bear in mind that, since it is a sales CRM, invoicing, appointments and the website have to be connected with other tools.

Zoho CRM

Zoho CRM offers a free plan for three users and three paid editions. The Standard edition, suitable for beginners, includes workflows and assignment rules, AI agents, follow-up cadences, reports, dashboards and sales forecasts. Professional adds quotes with pricing rules, AI email analysis, process automation, inventory management and connection with Google Ads, and Enterprise adds advanced customisation and an AI sales assistant.

The free plan is for three users; the paid editions cost €14, €23 and €40 per user a month depending on the billing cycle, and paying annually saves up to 34% (source: Zoho CRM, accessed on 2026-10-10).

It suits a small business that wants to start free and move up an edition as the team and the automation grow. The inventory, quotes and AI analysis features are only in the higher editions, and the per-user price multiplies the fee with the team.

Holded

Holded is a management platform for small companies; its page does not present it as an independent sales CRM. Its pricing page groups the plans in tabs (Self-employed, Small businesses, Medium-sized businesses and Accountancy firms) and lists five in total. Here we cover the Small businesses tab, with three plans for teams of one to ten people looking for an all-in-one tool to manage finances, customers and projects. The Standard plan is described as accounting, banks, team and CRM in one place, and the plans include invoices, contacts, project profitability control and free access for the partner accountancy firm.

The three plans in that tab cost €29, €59 and €99 a month excluding VAT, for two, four and seven users, with a 50% discount for three months and a 14-day trial, and the number of invoices a year increases from one plan to the next. The five plans on the page range from €15 a month (Plus) to €199 (Premium) (source: Holded, accessed on 2026-10-10).

It suits a small business that wants to run customers, invoices, expenses and accounting in the same tool and work with its accountancy firm. If what you want is a sales CRM with forecasts and follow-up automation, a specialised program can give you more depth in that part.

Where BAI fits and where it doesn't

BAI Business is a management platform for the self-employed and small businesses: CRM, website, visibility on Google, AI receptionist, appointments, invoicing and team. According to its solution sheets, its CRM lets you upload your customers from a spreadsheet with the repeated ones detected, a record per customer with its history, tags and owner, collect whatever arrives through forms, bookings or the receptionist and open its deal, assign each new customer with a deadline to respond, move deals through stages with their next action in the calendar, and a link so each customer can follow the status of their own matter. The ready-made automations do what you repeat every day.

It fits if you want the CRM connected with the website, appointments, invoices and customer service, without copying data between programs. It doesn't fit if you are looking for a purely sales CRM, with very specialised opportunity-tracking features: programs such as Pipedrive or Zoho CRM focus more on that part, according to their pages. If another program on this list covers what you need better, choose it. You can run the ten criteria in the downloadable guide (PDF, in Spanish) against any program, ours included, and see BAI on the CRM for your business page.

How we checked this

We read the official pricing page of each provider on 2026-10-10 and noted only what is stated on it; what is not stated is said so or not written. We compare programs with the same purpose and with essential, relevant and verifiable features, with no judgements about any brand, as Spain's Unfair Competition Act (Ley de Competencia Desleal) requires for comparative advertising. Prices change: each figure carries its date and the page is reviewed every ninety days, or sooner if a price changes. BAI Business is one of the tools compared and publishes this article.

Frequently asked questions

Which CRM suits a small business?

It depends on your team and on what you want to connect. For sales follow-up alone, a sales CRM is enough; if you also want invoices, appointments and a website, a platform that brings them together avoids copying data. The table summarises each option.

Is there a free CRM for small businesses?

Some providers offer a free plan with limits on users or features. The table shows which, with their source and the date they were accessed.

How much does a CRM for a small business cost?

Most charge per user per month, and the price rises with the edition. The table gives what each provider publishes, with its date; check it before signing up because it changes.

What should I demand from a CRM on data and exit?

A data processing agreement, permissions per user and the ability to export all your data. The downloadable guide sets this out with its official source.

Sources

• HubSpot free CRM, accessed on 10 October 2026.
• Pipedrive pricing, accessed on 10 October 2026.
• Zoho CRM pricing and editions, accessed on 10 October 2026.
• Holded pricing, accessed on 10 October 2026.