Insightly
CRM plus project delivery in one record, now bolted to Unbounce's landing pages
Insightly is a CRM for small and mid-sized businesses that pairs conventional lead, contact, and opportunity management with built-in project management for post-sale delivery, sold self-serve on three per-user plans at $29, $49, and $99 per user per month billed annually, with separate marketing automation, service, and integration products available alongside it.
Overview
Insightly's founding idea, and still its clearest differentiator, is that for a lot of small businesses the sale is the beginning of the work rather than the end. Win an opportunity and it converts into a project with tasks, milestones, and a delivery pipeline, sitting on the same record as the contact and the deal. Agencies, consultancies, construction firms, and professional services companies buy Insightly for exactly that continuity, and it is the reason they choose it over Pipedrive.
The company was founded in 2009 by Anthony Smith, originally in Perth, Australia, before relocating to San Francisco. It raised roughly $38 million of venture capital including a $25 million Series C in 2016, then in July 2024 was acquired by private equity firm Crest Rock Partners and merged with Unbounce, the landing page and conversion optimisation company. It now trades as Insightly CRM by Unbounce, with the combined business reporting more than 200 employees across North America and Europe. The strategic pitch is end-to-end alignment: landing page, conversion, CRM, marketing automation, and customer success in one company.
Pricing is straightforward and mid-market by small-business standards: Plus at $29 per user per month billed annually, Professional at $49, and Enterprise at $99. The tiers gate on scale and control rather than on basic function. Plus carries 100,000 records, 10 GB of storage, 50 custom fields per object, and 2 role-based permission sets; Professional doubles or better on each (250,000 records, 100 GB, 100 custom fields, unlimited permission roles) and adds lead assignment and routing, workflow automation, and the AI Copilot; Enterprise reaches 500,000 records, 250 GB, 200 custom fields, sandboxes, products and quotes, audit logging, and Lambda function authoring.
The important budgeting caveat is that Insightly sells four products, not one. CRM is per user. Marketing automation is priced by prospect volume from $99 to $999 per month. Service and ticketing is $29 to $99 per user per month. AppConnect, the integration platform, runs $249 to $1,899 per month by task volume. A company that buys the whole story can easily triple its CRM spend, and buyers should decide explicitly which pieces they actually need.
Best for
Small and mid-sized project-based businesses (agencies, consultancies, professional services, specialist contractors) that need the sale and the delivery to share one system, and that value record scale and permissions over deep sales automation.
Not the right fit for
- Pure transactional sales teams with no post-sale delivery; you are paying $29 to $99 a user for project machinery you will never open, and Pipedrive or Zoho does the sales job better for less.
- Very small teams on tight budgets; there is no free plan and the entry price is double Zoho Standard, which offers more configuration.
- Teams that want deep native email sequencing inside the CRM; outbound cadence is thin compared with Freshsales Pro or Close, and the real answer is the separately priced marketing product.
- Buyers who dislike multi-product pricing; CRM, marketing, service, and AppConnect are four separate subscriptions and the total is far above the CRM sticker.
- Companies that need a large integration marketplace; the ecosystem is modest and AppConnect, the vendor's own answer, starts at $249 a month.
How it works
- 1
You import leads, contacts, organisations, and opportunities, then define pipelines. Insightly follows the traditional lead-to-opportunity conversion path, which is familiar to anyone coming from a legacy CRM and slightly more structured than pipeline-first tools.
- 2
When an opportunity is won it converts into a project. Projects carry their own pipelines, milestones, tasks, and stages, and stay linked to the originating contact, organisation, and opportunity, so account history and delivery status live in one place rather than in a CRM and a separate project tool.
- 3
Automation depends on tier. Professional adds workflow automation, lead assignment and routing rules, and the AI Copilot for drafting and summarising; Enterprise adds products, price books, and quoting, sandboxes for safe configuration changes, and serverless Lambda function authoring for genuinely custom logic.
- 4
Reporting runs on configurable dashboards and dashboard cards, with 100 custom cards on the lower plans and unlimited on Enterprise. Beyond the CRM, the surrounding Unbounce and Insightly products cover landing pages, marketing automation by prospect volume, service ticketing per user, and AppConnect for integrations priced by task count.
Feature breakdown
24 features in 5 modulesCRM core
A conventional, well-built lead-to-opportunity model.- Leads, contacts, and organisations
- Classic separated lead and contact model with conversion, relationship linking between people and organisations, and a full activity timeline per record.
- Opportunity pipelines
- Multiple opportunity pipelines with configurable stages, values, probabilities, and forecast close dates.
- Record scale
- Published record limits of 100,000 on Plus, 250,000 on Professional, and 500,000 on Enterprise, which is generous for the price bracket.
- Custom fields per object
- 50 custom fields per object on Plus, 100 on Professional, and 200 on Enterprise, with custom page layouts to keep records readable.
- Email integration and templates
- Mailbox integration with Gmail and Outlook, shared templates, mass email with per-day send limits, and email tracking on the record.
- Storage allowances
- 10 GB on Plus, 100 GB on Professional, and 250 GB on Enterprise, which matters for document-heavy project businesses.
Project delivery
The capability that separates Insightly from every pure sales CRM here.- Opportunity to project conversion
- A won opportunity becomes a project in one action, carrying the contact, organisation, and deal history forward so delivery starts with full context.
- Project pipelines and milestones
- Delivery stages, milestones, and due dates tracked in the same interface as sales pipelines, so one dashboard covers both sides of the business.
- Task management
- Assignable tasks with dependencies and reminders attached to projects, contacts, or opportunities rather than living in a separate tool.
- Products, price books, and quotes
- Line-item products with price books and quoting, reserved for the Enterprise plan, for businesses whose delivery involves configured pricing.
Automation, routing, and AI
Present from the Professional plan, not before.- Workflow automation
- Multi-step automation for record updates, task creation, email sends, and webhook calls, available from Professional; Plus has no workflow engine.
- Lead assignment and routing
- Rule-based distribution of inbound leads to owners and teams, also a Professional capability.
- AI Copilot
- Assistive drafting, summarisation, and record insight, introduced on Professional and above.
- Business process automation for projects
- The same workflow engine applies to project records, so delivery steps can be automated alongside sales steps, which very few CRMs at this price allow.
Reporting and administration
Configurable dashboards, with real permission control higher up.- Custom dashboards and cards
- Dashboard building with 100 custom cards on Plus and Professional and unlimited cards on Enterprise, covering pipeline, activity, and project delivery metrics.
- Role-based permissions
- 2 permission roles on Plus, unlimited on Professional and Enterprise, which is the sort of gating that catches growing teams by surprise.
- Sandbox environments
- An isolated environment for testing configuration before deployment, available on Enterprise.
- Audit logging
- Change tracking for compliance and troubleshooting on the Enterprise plan.
- Mobile apps
- iOS and Android apps with record access, task management, business-card scanning, and voice notes for field and site-based work.
Platform and the wider Unbounce stack
Four products under one roof, priced separately.- REST API and webhooks
- A public REST API on every plan, with webhooks from Professional and serverless Lambda function authoring on Enterprise for custom server-side logic.
- AppConnect
- The vendor's own integration platform, priced $249 to $1,899 per month by task volume from 25,000 to 250,000 tasks, used to connect systems the native catalogue does not cover.
- Insightly Marketing
- Marketing automation with journeys and email, priced by prospect volume from $99 to $999 per month as a separate subscription.
- Insightly Service
- Ticketing and knowledge base at $29 to $99 per user per month, again separate from the CRM subscription.
- Unbounce landing pages
- Since the 2024 merger, landing page building and conversion optimisation sit in the same company, which is the strategic reason the merger happened.
Use cases
4 documentedMarketing agency selling retainers
New business lives in a CRM and delivery lives in a project tool, so account managers switch systems to answer basic client questions.
Won opportunities convert into delivery projects on the same record, so the account history, the contract value, and the current milestone are all one click apart.
Specialist contractor with long installs
Every sale triggers a multi-week schedule of site visits, permits, and sign-offs that currently runs on spreadsheets.
Project pipelines and milestones track the install stage by stage, with Professional workflow automation creating the tasks automatically as each stage completes.
Professional services firm needing permission control
Different practice groups must not see each other's pipeline, and the entry plan's two permission roles are not enough.
Professional at $49 unlocks unlimited role-based permission sets alongside routing and automation, which is the practical reason most Insightly customers do not stay on Plus.
Company already running Unbounce landing pages
Conversion data sits in Unbounce and pipeline data sits elsewhere, so nobody can trace which page produced revenue.
The merged product family joins landing page conversion to CRM opportunity to delivery project inside a single vendor relationship, which is the specific bet Crest Rock made in 2024.
Pricing
from $29 per user per month, billed annually (Plus)Per-user subscription across three CRM plans billed annually, with marketing automation priced by prospect volume, service ticketing priced per user, and the AppConnect integration platform priced by monthly task volume.
| Plan | Price | Includes |
|---|---|---|
| Plus | $29 per user per month, billed annually |
No workflow automation, no lead routing, and only two permission roles. It is a records-and-projects plan. |
| Professional | $49 per user per month, billed annually |
The plan most Insightly customers actually need, and the point where the price stops looking cheap. |
| Enterprise | $99 per user per month, billed annually |
|
Add-ons
- Insightly Marketing ($99 to $999 per month): Marketing automation priced by prospect volume, billed at account level rather than per user.
- Insightly Service ($29 to $99 per user per month): Ticketing and knowledge base as a separate per-user subscription.
- AppConnect ($249 to $1,899 per month): Integration platform priced by monthly task volume from 25,000 to 250,000 tasks.
Billing notes
- The published CRM prices of $29, $49, and $99 are annual-billing rates; monthly billing carries a premium and should be confirmed in checkout.
- There is no free plan, and the trial is 14 days, so evaluation is time-boxed.
- Workflow automation and lead routing require the $49 Professional plan, so the effective entry price for an automated sales process is $49 rather than $29.
- Marketing, service, and AppConnect are separate subscriptions; a company buying the whole family can easily spend three times its CRM line.
- Record and storage limits are the main scaling lever between plans (100,000 to 500,000 records, 10 GB to 250 GB), so data-heavy businesses may be pushed up a tier for capacity rather than features.
- Permission roles are capped at 2 on Plus, which pushes any team with more than a simple hierarchy onto Professional.
Value assessment: Insightly is not cheap and does not pretend to be. Against pure sales CRMs it looks expensive: $49 for the automation tier where Zoho charges $23 and includes far more configuration. The value case rests entirely on the project layer. If your business genuinely delivers work after the sale and would otherwise buy a CRM plus a project tool plus an integration between them, Insightly at $49 a user is competitive and simpler. If you would never open the project module, you are paying a premium for shelf space, and the multi-product pricing around it makes the total cost harder to predict than most competitors here.
Strengths & limitations
Strengths
- Genuine project management inside the CRM, with opportunities converting into delivery projects that keep the customer history attached; almost nothing else in this price band does this properly.
- Generous record and storage limits (up to 500,000 records and 250 GB) compared with most small-business CRMs.
- Serious administrative controls at the top tier including sandboxes, audit logging, and serverless function authoring.
- One vendor now covers landing pages, CRM, marketing automation, and service following the 2024 Unbounce merger, which is a coherent story for marketing-led service businesses.
- Straightforward, conventional data model that anyone coming from a legacy CRM will recognise immediately.
- REST API on every plan, with webhooks from Professional, so integration work is not gated to the top tier.
Limitations
- No free plan and a 14-day trial only, with an entry price double Zoho Standard for less configurability.
- The Plus plan has no workflow automation and only two permission roles, which makes $49 Professional the real starting point.
- Native sales sequencing and cadence tooling are thin; serious outbound follow-up pushes you toward the separately priced marketing product.
- Four separate subscriptions (CRM, Marketing, Service, AppConnect) make total cost of ownership opaque, and AppConnect at $249 a month is expensive for an integration layer.
- The integration marketplace is modest compared with HubSpot, Zoho, or Pipedrive, so more connections end up going through AppConnect or Zapier.
- Private equity ownership and a 2024 merger mean the product roadmap is being reshaped around Unbounce alignment, and buyers should treat the combined-platform story as a plan rather than a finished product.
Head-to-head comparisons
5 alternativesInsightly vs Zoho CRM
from $0 for up to 3 users, then $14 per user per month on annual billing (Standard)Zoho Professional at $23 per user per month offers custom modules, Blueprint process enforcement, and unlimited reports for less than half of Insightly Professional, and Zoho Projects covers delivery as a separate cheap application. Insightly's advantage is that the project layer is native rather than a second product. Buy Insightly when the sale and delivery must live on one record; buy Zoho when configuration depth and price dominate.
Full Insightly vs Zoho CRM comparisonInsightly vs Freshsales
from $0 for up to 3 users, then $9 per user per month on annual billing (Growth)Freshsales Pro at $39 is cheaper, cleaner to use, and includes native calling, SMS, and WhatsApp, but it stops at the closed-won line. Insightly costs more and continues into delivery with projects, milestones, and tasks. Phone-driven sales teams should take Freshsales; project-driven service businesses should take Insightly.
Full Insightly vs Freshsales comparisonInsightly vs Capsule CRM
from $0 for 2 users and 250 contacts, then about $18 per user per month on annual billing (Starter)Capsule also offers project boards alongside its pipeline and starts far lower at $18 per user per month with a free tier, making it the value option for small service businesses. Insightly scales further, with 500,000-record limits, sandboxes, and audit logging. Under about 15 people Capsule usually wins on price and simplicity; larger firms needing permissions and record scale grow into Insightly.
Full Insightly vs Capsule CRM comparisonInsightly vs Nutshell
from $13 per user per month on annual billing (Foundation)Nutshell is cheaper per seat and bundles marketing tooling, forms, and landing pages into every tier, where Insightly sells marketing as a $99-plus monthly product. Insightly counters with project delivery, deeper permissions, and much higher record ceilings. Sales-and-marketing teams take Nutshell; sales-and-delivery teams take Insightly.
Full Insightly vs Nutshell comparisonInsightly vs Copper
from $23/user/mo (Basic, billed annually; $29 monthly)Copper is the Google Workspace-native CRM that also carries project tracking for post-sale work, and it is far more pleasant to use day to day. Insightly is heavier, scales to more records, and has stronger administrative controls. Small Google-centric agencies should try Copper first; firms that need permission structures, sandboxes, and 250,000-plus records should look at Insightly.
Full Insightly vs Copper comparisonImplementation & onboarding
- Setup time
- A working CRM in a day or two through CSV import and pipeline configuration. Setting up project pipelines, task templates, routing rules, and dashboards so that sales and delivery genuinely connect takes 2 to 4 weeks of part-time work.
- Learning curve
- Moderate. The CRM half is conventional and familiar, and the project half requires deliberate process design, since the value only appears if the opportunity-to-project handoff mirrors how the business actually delivers.
- Onboarding
- Self-serve signup with a 14-day trial, documentation, and a university-style training library. Larger deployments get assisted onboarding, and implementation partners are available for firms that want the project configuration designed for them.
- Migration notes
- CSV import with field mapping handles spreadsheets and CRM exports, and the REST API covers programmatic loads including custom fields. Export is complete for records, tasks, projects, and notes through the interface and API, though workflow configuration, dashboards, and permission structures do not transfer to another vendor. Teams migrating from a CRM plus a separate project tool should expect the project data mapping to be the fiddly part.
Platform, API & security
- Platforms
- Web appiOSAndroidGmail and Outlook integrations
- API
- Public REST API available on every plan, webhooks from the Professional plan, and serverless Lambda function authoring on Enterprise; AppConnect provides a managed integration layer priced separately by task volume.
- Compliance
- SOC 2GDPRISO 27001HIPAA support on eligible configurations
- Data residency
- Hosting in the United States and the European Union, selected at account level.
- SSO
- Single sign-on with SAML and Google identity on higher plans.
- Security notes
- Role-based permissions (2 roles on Plus, unlimited above), audit logging on Enterprise, sandbox environments for safe configuration changes, and encryption in transit and at rest.
Support & resources
- Channels
- Email and phone support available to all usersIn-app help and guided onboardingPaid success and implementation services for larger deployments
- Documentation
- Product documentation plus a training library covering CRM, projects, marketing, and service, and a developer portal with API and webhook references.
- Community
- A user community and partner network, smaller and quieter than the ecosystems around HubSpot, Zoho, or Pipedrive.
Company
- Founded
- 2009
- Headquarters
- San Francisco, California, United States
- Ownership
- PE-owned (Crest Rock Partners, merged with Unbounce in July 2024)
- Founders
- Anthony Smith
- Employees
- More than 200 across the combined Unbounce and Insightly business
- Funding
- Raised approximately $38 million in venture capital including a $25 million Series C in 2016, before being acquired by Crest Rock Partners and merged with Unbounce in July 2024.
Funding history
| Round | Amount | Year | Notes |
|---|---|---|---|
| Series A and B | Part of approximately $38M total | 2013 | Early venture backing following the move from Perth to San Francisco. |
| Series C | $25M | 2016 | The company's largest venture round before the private equity transaction. |
| Acquisition and merger | Undisclosed | 2024 | Acquired by Crest Rock Partners and merged with Unbounce, creating a combined company of more than 200 employees. |
Timeline
- 2009Founded by Anthony Smith in Perth, Australia, built around the idea that small businesses need CRM and project delivery in one system.
- 2013Relocates its headquarters to San Francisco and raises venture funding to expand in the US small-business market.
- 2016Raises a $25 million Series C, bringing total venture funding to roughly $38 million.
- 2019Expands from CRM into a product family with marketing automation, service ticketing, and the AppConnect integration platform, each priced separately.
- 2024Acquired by Crest Rock Partners in July and merged with Unbounce, rebranding as Insightly CRM by Unbounce with more than 200 combined employees.
- 2026Sells CRM self-serve at $29, $49, and $99 per user per month annually, with AI Copilot on Professional and above.
Integrations
- Gmail and Google Workspace
- Microsoft 365 and Outlook
- Unbounce landing pages
- Slack
- QuickBooks and Xero
- Mailchimp
- DocuSign
- Zapier
- AppConnect integration platform
- REST API and webhooks
Frequently asked questions
10 questionsWhat is Insightly?
Insightly is a CRM for small and mid-sized businesses that combines lead, contact, organisation, and opportunity management with built-in project management, so a won deal converts into a delivery project on the same record. It is sold self-serve at $29, $49, and $99 per user per month billed annually, and is now part of Unbounce following a 2024 merger.
How much does Insightly cost?
Plus is $29 per user per month billed annually, Professional $49, and Enterprise $99. There is no free plan and the trial is 14 days. Marketing automation ($99 to $999 per month by prospect volume), service ticketing ($29 to $99 per user per month), and the AppConnect integration platform ($249 to $1,899 per month by task volume) are separate subscriptions.
What does the entry Plus plan withhold?
Workflow automation, lead assignment and routing, the AI Copilot, and webhooks are all absent from Plus, and it caps role-based permissions at two. It gives you 100,000 records, 10 GB of storage, and 50 custom fields per object. Most teams that want an automated process end up on Professional at $49.
What makes Insightly different from a normal CRM?
The project layer. A won opportunity converts into a project with its own pipeline, milestones, and tasks, still linked to the contact and organisation, so sales history and delivery status share one record. Agencies, consultancies, and contractors buy it for that continuity, which pure sales CRMs such as Pipedrive do not offer.
Does Insightly include email sequencing?
Only lightly. You get mailbox integration, templates, tracking, and mass email with daily send caps, but structured multi-step cadences are not the CRM's strength. Teams that need real sequencing either add a dedicated tool or buy Insightly Marketing, which is priced separately by prospect volume from $99 per month.
What are the record and API limits?
Records are capped at 100,000 on Plus, 250,000 on Professional, and 500,000 on Enterprise, with storage at 10 GB, 100 GB, and 250 GB respectively. The REST API is available on every plan, webhooks arrive on Professional, and Enterprise adds serverless Lambda function authoring for custom server-side logic.
Who owns Insightly now?
Private equity firm Crest Rock Partners acquired Insightly in July 2024 and merged it with Unbounce, the landing page and conversion optimisation company. It operates as Insightly CRM by Unbounce, with the combined business reporting more than 200 employees across North America and Europe.
Can I export my data from Insightly?
Yes. Contacts, organisations, opportunities, projects, tasks, notes, and custom fields all export through the interface and the REST API. Configuration such as workflows, dashboards, permission structures, and page layouts does not transfer, and teams that have built heavily on AppConnect will need to rebuild those integrations elsewhere.
What size of team is Insightly built for?
Roughly 5 to 200 users in a project-based business. Below five people the entry price and lack of a free plan make Capsule or Zoho better value, and above a couple of hundred users the shallower ecosystem and thinner sales automation start to show against HubSpot Enterprise or a full Salesforce build.
Is Insightly a good CRM if I do not do project work?
Not really. Strip out the project layer and you are left with a competent but unremarkable CRM at $49 a user for the automation tier, competing with Zoho Professional at $23 and Pipedrive Growth at $39, both of which do the sales job at least as well. The project module is the reason to choose it.
Editorial verdict
Insightly is a specialist wearing a generalist's clothes. As a sales CRM it is fine and slightly expensive; as a system that carries a customer from lead to won deal to delivered project on one record, it is one of very few options a small business can buy self-serve. Agencies, consultancies, and contractors are the natural buyers, and they should budget for the $49 Professional plan because Plus has no automation and only two permission roles. Treat the surrounding product family with caution: marketing, service, and AppConnect are separate subscriptions that can triple the bill. And factor in that the company is two years into private equity ownership and a merger with Unbounce, so the combined-platform pitch is still a promise. If the project layer is not the reason you are looking, buy something cheaper.
Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.