Choosing the right CRM is one of the most important decisions an insurance agent or agency owner will make. The wrong platform costs you money, wastes hours of your day, and leaves leads falling through the cracks. The right one becomes the engine of your entire business.
In 2026, insurance agents have more options than ever — but most general-purpose CRMs were never designed for insurance workflows. They lack built-in phone systems, don't understand final expense or Medicare products, and charge per feature rather than offering an all-in-one solution.
This guide compares the six most popular CRM platforms used by insurance agents, with honest pros and cons so you can make the right call for your business.
What to Look for in an Insurance CRM
Before diving into specific platforms, here's what separates a great insurance CRM from a mediocre one:
Built-in communication tools. Calling, texting, and emailing prospects from inside your CRM — without paying for separate tools — is a major time and cost saver. Every lead interaction should log automatically.
Lead management and workflow automation. Insurance agents work with leads from multiple sources (internet leads, live transfers, referrals). Your CRM should handle lead routing, follow-up sequences, and status tracking without manual setup.
Dialer functionality. Power dialers and predictive dialers are table stakes for high-volume insurance operations. If your CRM doesn't include dialing or integrate seamlessly, you're managing two systems.
Insurance-specific fields and pipelines. Policy type, coverage amount, beneficiary info, carrier, premium — these fields should be native to the platform, not hacked together with custom fields.
Pricing. The hidden cost of most CRMs is add-ons. A $50/month base tool that charges extra for phone, texting, automation, and reporting quickly becomes $300-500/month per agent.
Top 6 Insurance CRM Platforms Compared
SalesPulse
SalesPulse is the only CRM built from day one specifically for insurance agents. Developed by an insurance industry veteran, every feature was designed around how insurance agents actually work — not adapted from a generic sales platform.
What it does well: The platform combines CRM, built-in VoIP phone system, AI power dialer, automated follow-up sequences, appointment scheduling, and a lead marketplace in one subscription. The AI power dialer uses a pool of warm phone numbers to maximize answer rates on cold calls. The AI follow-up engine sends automated SMS and email sequences when leads don't answer, keeping your pipeline warm without manual effort.
For agencies, SalesPulse includes a full agency management layer — agent onboarding, commission tracking, performance dashboards, and a recruiting portal. The AnnuityPro module handles annuity proposal generation and comparisons natively.
Pricing: $79/month per agent (all features included). Agency plans available.
Best for: Insurance agents and agencies who want an all-in-one solution without the complexity or cost of stitching together multiple tools.
GoHighLevel
GoHighLevel is a marketing automation platform that has gained popularity among insurance agencies. It offers CRM, email/SMS campaigns, landing pages, funnels, and pipeline management.
What it does well: GoHighLevel excels at marketing automation and lead nurturing. The drag-and-drop funnel builder and email campaign tools are among the best available. If your primary need is lead follow-up via email campaigns and you have technical staff to configure it, GoHighLevel can be powerful.
Where it falls short: GoHighLevel was built for marketing agencies, not insurance agents. There's no built-in dialer, no insurance-specific fields, no commission tracking, and no carrier integration. Getting it configured for insurance workflows requires significant setup time or hiring someone who specializes in GoHighLevel for insurance. At $97-$297/month, you still need to add separate phone tools.
Pricing: $97/month (Starter) to $297/month (Agency). Dialer, additional phone minutes, and contacts are extra.
AgencyBloc
AgencyBloc is a CRM designed specifically for health and life insurance agencies, with a focus on policy management and commissions.
What it does well: AgencyBloc excels at policy tracking, carrier management, and commission reconciliation. If managing existing policies and tracking commissions accurately is your top priority, it's a solid choice. Their reporting tools for compliance are also strong.
Where it falls short: AgencyBloc is more of a policy management system than a sales CRM. Outbound prospecting tools, dialers, and lead management are limited. It's built for established agencies that need to manage existing books of business, not for agents actively growing through outbound sales. Pricing also scales quickly with agency size.
Pricing: Starting at $80/month, scaling based on agents and policyholders.
Insureio
Insureio is a web-based insurance CRM that integrates with several insurance carriers for life, health, and long-term care products.
What it does well: Insureio offers quote integration with carriers, making it useful for agents who frequently need to pull quotes and compare products. The built-in term life quote engine is genuinely useful. It also has decent workflow tools for following up on applications.
Where it falls short: The interface feels dated compared to modern platforms. The dialing and SMS capabilities are limited. At higher tiers, pricing climbs quickly, and the advanced features require significant setup. Marketing automation is not as robust as specialized tools.
Pricing: $25-$200/month depending on features and carrier integrations.
Salesforce
Salesforce is the world's largest CRM platform with enterprise-level customization capabilities.
What it does well: If you need unlimited customization, enterprise integrations, and have a dedicated Salesforce admin, it can be configured for almost any use case. Large insurance companies use Salesforce for their enterprise operations.
Where it falls short: Salesforce is overkill for most insurance agents and smaller agencies. Implementation costs are high, the learning curve is steep, and pricing starts at $25/user/month but quickly escalates to $150-300/user/month for the features that matter. You'll need a dedicated admin or Salesforce consultant. None of the insurance-specific features are built in — they all require custom development or third-party apps.
Pricing: $25-$300+/user/month, plus implementation costs.
HubSpot
HubSpot is a popular marketing and sales CRM known for its free tier and user-friendly interface.
What it does well: HubSpot's free CRM is genuinely useful for very small agencies just getting started. The Marketing Hub tools for email marketing and lead capture are polished. If you're an independent agent managing a small contact list and doing minimal outbound, the free tier can work.
Where it falls short: To get real sales automation and reporting, you need HubSpot Sales Hub Professional at $450-$1,200/month. There's no built-in dialer, no insurance-specific workflows, and the pricing cliff from free to functional is steep. HubSpot is better suited for B2B software companies than insurance agents.
Pricing: Free to $1,200+/month depending on hubs and tiers.
Feature Comparison Table
| Feature | SalesPulse | GoHighLevel | AgencyBloc | Insureio | Salesforce | HubSpot |
|---|---|---|---|---|---|---|
| Built-in VoIP Phone | ✅ Yes | ❌ Add-on | ❌ No | ❌ Limited | ❌ Add-on | ❌ Add-on |
| AI Power Dialer | ✅ Yes | ❌ No | ❌ No | ❌ No | ❌ No | ❌ No |
| SMS Automation | ✅ Yes | ✅ Yes | ❌ Limited | ❌ No | ❌ Add-on | ❌ Add-on |
| Insurance-Specific Fields | ✅ Native | ❌ Custom | ✅ Yes | ✅ Yes | ❌ Custom | ❌ Custom |
| Commission Tracking | ✅ Yes | ❌ No | ✅ Yes | ❌ Limited | ❌ Custom | ❌ No |
| Lead Marketplace | ✅ Yes | ❌ No | ❌ No | ❌ No | ❌ No | ❌ No |
| Annuity Proposals | ✅ Yes | ❌ No | ❌ No | ❌ No | ❌ No | ❌ No |
| Agency Management | ✅ Yes | ✅ Limited | ✅ Yes | ❌ No | ❌ Custom | ❌ No |
| AI Follow-Up Sequences | ✅ Yes | ✅ Yes | ❌ No | ❌ No | ❌ No | ❌ Limited |
| Appointment Scheduling | ✅ Yes | ✅ Yes | ❌ Limited | ❌ No | ❌ Add-on | ✅ Yes |
| Pipeline Management | ✅ Yes | ✅ Yes | ✅ Yes | ✅ Yes | ✅ Yes | ✅ Yes |
Pricing Comparison
| Platform | Starting Price | All-In Monthly Cost | Contracts |
|---|---|---|---|
| SalesPulse | $79/agent/mo | ~$79 | Month-to-month |
| GoHighLevel | $97/mo | $150-300+ | Month-to-month |
| AgencyBloc | $80/mo | $120-400+ | Annual |
| Insureio | $25/mo | $50-200 | Monthly |
| Salesforce | $25/user/mo | $200-500+ | Annual |
| HubSpot | Free | $0-1,200+ | Monthly/Annual |
All-in monthly cost includes phone, dialing, automation, and comparable feature sets.
Which Insurance CRM is Right for You?
Choose SalesPulse if you want everything in one place — CRM, phone, dialer, automation, appointments, and leads — at a predictable monthly price. Best for independent agents and growing agencies who are actively selling.
Choose GoHighLevel if your primary need is marketing automation and you have technical resources to configure it. Better suited if you're running paid ad campaigns and need advanced funnel/email tools, and already have a separate phone system.
Choose AgencyBloc if you run an established agency and need sophisticated policy and commission management more than outbound sales tools.
Choose Insureio if you primarily write term life and need carrier quote integration, and your outbound volume is low.
Avoid Salesforce and HubSpot unless you're a large agency with a dedicated CRM admin and complex enterprise requirements. The cost and complexity are overkill for most insurance professionals.
Final Thoughts
The insurance CRM market has matured significantly in 2026. Agents no longer have to choose between a great phone system and a great CRM, or pay separately for every feature.
The best insurance CRM isn't necessarily the one with the most features — it's the one your team will actually use, that covers all your core workflows, and that doesn't blow your budget with add-ons and annual contracts.
For most insurance agents who are actively selling, the combination of CRM + built-in phone + AI dialer + automated follow-up in one platform at a competitive price point is the right call. That's exactly what SalesPulse was built to deliver.
Start your free trial at SalesPulse and see the difference a purpose-built insurance CRM makes.
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