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What is Insightly CRM?

Lucas Ledbetter
Last Updated January 18, 2022 3:29 am

Insightly CRM is customer relationship management (CRM) software that focuses on an intuitive, friendly, and easy-to-understand user interface. It has historically targeted small businesses but has recently expanded on project management and marketing automation features that appeal to growing and medium-sized businesses.

Who uses Insightly CRM?

Insightly CRM is used by small and medium businesses (SMBs) looking for an all-in-one solution for lead management, project management, and marketing automation. The project management and marketing automation features are especially appealing to growing or medium-sized businesses that want to run their sales process from a CRM or increase sales through marketing automation.

Companies using Insightly CRM tend to have 1–200 employees; generate up to $50M in revenue; and are in the computer software, marketing and advertising, and information technology and services industries. Other users can be found in the higher education, hospital and healthcare, nonprofit management, education management, internet, retail, and construction industries.

What are the key features and benefits of Insightly CRM?

Insightly CRM offers a wide range of functionality needed by SMBs in a CRM. Its main selling point is its intuitive and user-friendly interface.

User interface

Insightly CRM’s user interface (UI) emulates the layout of popular social media services, such as Facebook.

Some other prominent UI features include an optional Kanban view for pipelines and showing headshot photos of contacts in contact records, which makes the lead management process feel more personable.


Insightly CRM comes with a variety of automations and workflows. A standout among these is a tool that creates HTML code that can be inserted into a website to create web forms that auto-populate lead and contact lists. This saves users from manually entering data or from having to set up integrations that automate lead input.

Once contact data is entered, email auto-responders and form automation can be set up to engage with new leads and to follow up with old ones.


Insightly CRM has some inbuilt artificial intelligence (AI) reporting features, such as AI automatically updating contacts and linking projects after learning from the data for a while. However, it lacks many other such features found in alternative CRM applications. 

It makes up for this lack of native reporting capabilities by integrating with Microsoft Power BI. Microsoft Power BI requires only registration for a free account to receive extensive business insights and reporting about CRM data.


Besides Microsoft Power BI, Insightly CRM integrates with more than 250 other applications. This includes Slack; Google applications such as Gmail, Google Calendar, and Google Drive; Microsoft Outlook; Boomerang; Box; Dropbox; Quickbooks; Xero; Zapier; Mailchimp; PandaDoc; and Proposable.

Plans and pricing

Insightly starts at $29 per user per month for the Plus tier, and two higher service tiers are available. Plans are billed annually with no refunds, and support is available as a separate plan.

The Plus tier includes lead management, automatic social profile enrichment, data deduplication, email templates, and mass emailing from within the application.

The Professional tier integrates with the Microsoft Power BI platform to provide business intelligence dashboards and insights. It also offers workflow automations, webhooks for third-party integrations, unlimited roles and permissions, and custom profiles and page layouts.

Optional add-on services, such as inbuilt telephony, customized success plans, professional services, and API support for developers, are also available. Limited business card scanning, custom branding, and onboarding sessions are available for the two higher plans.

Apps can be downloaded for iOS and Android devices, but they lack the email sending and tracking capabilities of the PC interface.

Insightly CRM offers a variety of features, a friendly user interface, and helpful automations. On the other hand, it lacks many of the features of its alternatives, including some custom reports and dashboards. Pricing is on the high end for SMBs, and large enterprises with huge databases may find the storage included in plans to be insufficient for their needs.

Alternatives to Insightly CRM

Alternatives to Insightly CRM include solid core CRM functionality along with project management and marketing automation features. Possible alternatives include:

Learn more about CRM

The CRM market demonstrated a 10.1% CAGR in 2020, mainly due to adoption by SMBs. For growth-oriented businesses making the transition from small to medium, finding a CRM that meets business needs can boost sales while maintaining leanness.

For more background and tools to help with the research and selection of the ideal CRM for your organization’s needs, check out this comprehensive look at CRMs, including user reviews and comparisons of top systems.