Who this guide is for (20–50 person fintech teams)

As a fintech company with 20-50 team members, managing customer relationships, tracking transactions, and ensuring compliance with regulatory requirements are critical to your success.

A powerful Customer Relationship Management (CRM) system can help you streamline these processes by centralizing customer data, automating follow-ups, and providing detailed insights into customer behavior.

With the right CRM designed for mid-sized teams, you can enhance customer satisfaction, improve operational efficiency, and drive growth without the complexity that overwhelms smaller teams or the enterprise costs that strain budgets.
In this blog post, we'll explore the best CRM options for fintech companies like yours, focusing on tools that support scalability, security, and seamless integration with your financial services while being perfectly sized for teams of 20-50 people.

Why you need a CRM

Having the right CRM can transform the way mid-sized fintech businesses manage their business development and operations – leading to significant growth acceleration for teams of your size.

Challenges without a CRM

If you don't have the right CRM in place, or have not considered one before, your 20-50 person team might already be experiencing these challenges without realising how much productivity it costs your growing organization.

• Disorganization: Managing customer data across multiple platforms leads to chaos and inefficiencies, especially problematic when multiple team members need access to the same information.
• Missed opportunities: Without a centralized system, tracking leads and follow-ups becomes challenging across your team, resulting in lost sales and duplicated efforts.
• Inefficient processes: Manual data entry and fragmented workflows slow down operations and become increasingly costly as your team grows.
• Lack of insight: Inadequate data analytics hampers informed decision-making across departments and team leads.
• Inconsistent communication: Fragmented communication channels lead to mixed messages and poor customer experience when multiple team members interact with the same clients.

Benefits of a CRM

Still on the fence about whether or not a CRM can help your mid-sized team? Having the right CRM in your tech stack can bring a wealth of benefits specifically valuable for teams of 20-50 people. From helping your team create a single source of truth, to enabling better collaborative decision making. We've rounded up some benefits you can expect to see with one that aligns with your team size and goals.

• Centralized information: A single source of truth for all customer data, enhancing accessibility and accuracy across your entire team.
• Enhanced efficiency: Automated workflows and data entry save time and reduce errors, particularly valuable when managing the volume that comes with a 20-50 person operation.
• Improved customer relationships: Personalized communication and timely follow-ups boost customer satisfaction, with clear visibility into who's handling what.
• Better decision-making: Advanced analytics provide actionable insights for strategic planning across departments and team leads.
• Increased sales: Streamlined lead management and tracking convert more prospects into customers, with clear attribution across team members.
• Consistent communication: Unified communication channels ensure clear and consistent messaging, even when multiple team members engage with the same prospects.

How to evaluate and choose a CRM

With a lot of CRMs to comb through, it can be overwhelming to figure out which one is right for your 20-50 person fintech team. If you're wondering where to start, we suggest taking the following tips and adapting them to your decision making process to help you create criteria that can help you shortlist the right CRM for your team size.

1. Define your requirements

For fintech companies with 20-50 team members, it's crucial to identify key features that align with your business needs and team collaboration requirements. Look for CRMs that offer robust security measures, seamless integration with financial tools, data analytics, and compliance with financial regulations. Ensure the CRM supports customer segmentation, personalized communication, and efficient lead management while providing the user management and permission controls essential for mid-sized teams. If you're unsure where to start, try looking for the following key features that we've rounded up specifically for teams of your size.

Key features of a CRM for fintech

• Automated processes: Streamlines tasks by automating repetitive workflows, allowing your 20-50 person team to focus on strategic decision-making rather than manual data entry, with clear task assignment and progress tracking.
• Contact enrichment: Automatically finds leads, investors, customers, and investment opportunities' email addresses and contact information, enhancing efficiency across your team and ensuring everyone has access to the most up-to-date data.
• Structured pipeline: Tracks leads, investors, customers, and investment opportunities through defined stages, ensuring process clarity and effectiveness across team members, which is crucial for managing complex financial transactions with multiple stakeholders.
• Mail merge and email sequences: Increases communication efficiency with follow-up templates and automated sequences, ensuring timely and consistent engagement with stakeholders while maintaining brand consistency across your team.
• LinkedIn connection: Seamlessly imports your leads, investors, customers, and investment opportunities from LinkedIn and tracks all your contacts within the CRM, making it easier for your entire team to manage professional networks and relationships.
• Analytics: Provides essential data analysis and predictive insights for better planning, helping fintech teams make informed decisions based on real-time data with visibility into individual and team performance.

2. Budget considerations

When selecting the best CRM for fintech teams of 20-50 people, balance the cost against the potential return on investment while considering your per-user budget constraints. Consider the pricing models—whether they are subscription-based, per-user, or feature-based—and how they fit into your budget when multiplied across your team size. Evaluate the long-term benefits of the CRM in terms of customer retention, acquisition, and overall business growth to ensure you're making a financially sound decision that scales appropriately with your team.

3. Selection process

Start by researching CRM vendors that specialize in fintech solutions and cater well to mid-sized teams. Look for reviews, case studies, and testimonials from other fintech companies with similar team sizes. Shortlist vendors who have a proven track record in the financial technology sector and can handle the complexity of 20-50 user deployments. Request demos and engage in discussions with their sales and support teams to understand their offerings and implementation support for teams of your size.

4. Get a demo

Trial different CRM platforms to see which one best fits your fintech needs and team dynamics. Compare features such as user interface, customization options, scalability, team collaboration tools, and customer support. Involve key stakeholders and team leads in the evaluation process to gather diverse perspectives from across your organization. Make an informed decision based on how well the CRM aligns with your business goals and enhances your operational efficiency for a team of your size. Get started with a demo with folk CRM and see how it can adapt to your specific needs and team structure.

👉🏼 Try folk now to centralize your fintech contacts and never miss a compliance follow-up

3 tips for implementing a CRM

At this stage – it's time to get excited about aligning your brand new CRM with your 20-50 person team, and get everyone familiar with it. To help you make the most of the onboarding stage for a team of your size, we've rounded up these tips for you to keep front of mind.

1. Import your data into your new CRM

Transitioning to a new CRM can be seamless if you properly import your existing data, especially important when coordinating across multiple team members. Start by exporting your data as a CSV file from your current CRM. For example, if you're using HubSpot, you can follow their guide on how to export records from HubSpot. Similarly, if you're using Pipedrive, check out their instructions on exporting data from Pipedrive. This step ensures that all your valuable customer information is transferred accurately and accessible to your entire team from day one.

2. Create your first pipeline

Once your data is imported, the next step is to create your first pipeline that works for your team structure. For fintech companies with 20-50 team members, this might involve setting up stages that reflect your sales or customer onboarding process with clear ownership assignments. Typical stages could include "Lead Qualification," "KYC Verification," "Financial Assessment," and "Final Approval." Tailoring these stages to your specific fintech operations and assigning clear responsibilities will help streamline your workflow and ensure your entire team knows exactly what steps to follow and who's responsible for what.

3. Onboard your team

Finally, it's essential to onboard your 20-50 person team effectively with a structured approach. Conduct training sessions in manageable groups to familiarize team members with the new CRM's features and best practices. Highlight how the CRM will enhance their productivity and improve customer interactions while facilitating better collaboration across departments. Assign CRM champions in each department to support ongoing adoption. Ensuring your entire team is comfortable with the new system will lead to better adoption and more efficient use of the CRM, driving your fintech company towards greater success.

The 5 best CRMs for fintech

1. folk

folk CRM is the ideal modern CRM platform for fintech teams of 20-50 people, offering perfectly balanced functionality for managing contacts, workflows, and relationships. With customizable pipelines, AI-driven tools, and seamless integrations, folk CRM enhances deal management and prospecting while remaining intuitive enough for quick team-wide adoption without overwhelming mid-sized teams.

Key features

• Contact enrichment: Automatically enriches contact details by finding emails and LinkedIn URLs, enabling efficient outreach across your entire team without manual data entry or additional costs for email services.
• LinkedIn integration: Seamlessly import contacts and search lists from LinkedIn and Sales Navigator, track conversations within folk, and use templates for quicker, streamlined communication across team members.
• Mail merge and email sequences: Full email sync compatible with Gmail and Outlook, access to real-time contact information, templates, and tracking features, enabling your entire team to manage all communications directly from the CRM with consistent messaging.
• AI-powered features: AI tools assist in managing contacts and relationships, automating routine tasks, and suggesting actions to improve productivity across your 20-50 person team.
• Integrations: folk CRM integrates seamlessly with over 6,000 apps, including Gmail, Zapier, and Make, allowing your team to centralize workflows and reduce manual data entry across departments.

Pros

• Ease of use: folk CRM is praised for its intuitive interface, making it accessible even to non-technical users with quick onboarding and minimal learning curve - perfect for getting 20-50 team members productive quickly.
• All-in-one: folk streamlines your team's workflow by allowing anyone to import contacts from LinkedIn, automatically find their emails, reach out through customizable email sequences, and track interactions in a pipeline, eliminating the need for multiple tools and saving significant costs for mid-sized teams.
• Personalization: Custom fields, pipelines, dashboards, automation and workflows that can be tailored to different team roles and departments within your organization.
• Integrations: folk CRM integrates seamlessly with over 6,000 apps, including Gmail, Zapier, and Make, allowing your team to centralize workflows and reduce manual data entry - particularly valuable for teams with existing tool stacks.

Cons

• Reporting and analytics: folk CRM includes advanced analytics such as pipeline and stage reports, revenue forecasting with weighted probabilities, and performance breakdowns by owner, channel, industry, region, or any custom field.

Price and plans

You can try folk for free with a 14-day free trial. After that, monthly or annual subscription plans that scale perfectly for 20-50 person teams are as follows.

• Standard: $20 per user, per month - ideal for teams getting started.
• Premium: $40 per user, per month - perfect for established 20-50 person fintech teams.
• Custom: Starts from $60 per user, per month - for teams with advanced customization needs.

2. HubSpot

HubSpot CRM is a comprehensive platform offering integrated tools for managing sales, marketing, customer service, and operations, though it can become complex and expensive for mid-sized teams.

Key features

• Marketing Hub: Includes email marketing, ad tracking, landing pages, and lead generation tools, essential for attracting and nurturing fintech leads across team campaigns.
• Sales Hub: Provides deal tracking, pipeline management, sales automation, and reporting, crucial for managing investor relationships and closing investment opportunities with team visibility.
• Service Hub: Offers customer service tools like ticketing, live chat, and knowledge bases to enhance customer support for fintech clients across support teams.
• Lead scoring: Prioritize leads with predictive scoring to improve sales efficiency and target high-potential investors and customers across team members.
• Operations Hub: Syncs and automates business processes across different systems, ensuring seamless operations and data management for fintech companies with multiple departments.

Pros

• User-friendly interface: HubSpot is known for its intuitive interface, though it can become overwhelming for mid-sized fintech teams as they scale up features.
• Comprehensive free plan: Offers a robust free version that includes essential CRM features, though limitations quickly appear when scaling to 20-50 users.
• Automation capabilities: Provides automation tools for tasks like email marketing, lead nurturing, and sales workflows, helping fintech companies save time across teams.
• Customizable dashboard and reports: Allows users to create customized dashboards and reports to track metrics, though advanced reporting requires expensive upgrades.
• Scalability: The platform offers different tiers, though costs escalate quickly for mid-sized teams requiring advanced features.

Cons

• High cost at higher tiers: HubSpot's pricing becomes prohibitively expensive for 20-50 person fintech teams requiring advanced features, often costing $100+ per user monthly.
• Complexity in advanced features: Advanced features have a steep learning curve and may require significant training investment across your team.
• Email marketing limits: Email marketing functionality is restricted by limits that can be problematic for fintech businesses with larger prospect lists across team members.
• Dependence on HubSpot ecosystem: The platform works best when fully integrated with HubSpot's other tools, limiting flexibility for teams with existing tool preferences.
• Data storage limits: HubSpot imposes data storage limits in lower-tier plans, which can be restrictive for data-intensive fintech businesses with 20-50 team members generating significant data volume.

3. Pipedrive

Pipedrive is a web-based CRM for small to medium businesses, offering lead management, automation, email integration, and customizable pipelines, though it lacks some advanced features needed by growing fintech teams.

Key features

• Lead and deal management: Centralized tools to manage customer data, interactions, and sales pipelines, helping fintech teams act quickly on leads, investors, and investment opportunities across team members.
• Sales automation: Workflow automation to handle repetitive tasks such as lead routing, follow-ups, and email sequences, allowing fintech sales teams to focus on closing deals.
• Email integration: Full email sync, templates, and tracking features, enabling fintech professionals to manage communications from the CRM across the team.
• Advanced reporting and analytics: Real-time data analytics and custom reporting tools to track sales performance and forecast revenue, though limited in basic plans.
• Customization and security: Options to customize pipelines, fields, and user permissions, with security measures for financial data, though less robust than specialized fintech solutions.

Pros

• User-friendly interface: Known for its intuitive and visually appealing interface, making it accessible for fintech teams to navigate and manage their sales pipelines.
• Sales pipeline focus: Specifically designed for managing sales pipelines, offering a visual approach that helps fintech sales teams track deals effectively.
• Customization: Allows for customization, enabling fintech users to tailor the platform to their specific sales processes, though less flexible than more modern solutions.
• Affordability: Offers competitive pricing for basic features, making it accessible to fintech teams, though costs increase with necessary add-ons.
• Automation features: Includes basic automation tools for repetitive tasks, though more limited than specialized CRM solutions for fintech teams.

Cons

• Limited advanced features: Lacks advanced CRM features like extensive AI capabilities and sophisticated automation that growing 20-50 person fintech teams often need.
• Basic reporting in lower tiers: The reporting and analytics features in basic plans are limited, requiring expensive upgrades for the insights mid-sized fintech teams require.
• Price increases with add-ons: The cost increases quickly when additional features are added, making it less cost-effective for fintech businesses with growing needs across multiple team members.

Price and plans

An annual subscription plan from Pipedrive is as follows.

• Essential plan: Starts from $24 per user, per month.
• Advanced plan: Starts from $44 per user, per month.
• Power plan: Starts from $79 per user, per month.
• Enterprise plan: Starts from $129 per user, per month.

4. Zoho

Zoho is a CRM system with sales focus and features such as journey orchestration, sales process management and workflow automation. While comprehensive, it can be complex for mid-sized teams to implement and manage effectively.

Key features

• Sales automation: Automates tasks like managing leads, tracking deals, and follow-up actions, though setup can be complex for teams without dedicated IT resources.
• Customizable dashboards and reports: Create tailored dashboards and reports for analytics on customer interactions and sales performance, though requires significant configuration time.
• Multi-channel communication: Integrates with email, phone, social media, and live chat to manage interactions across channels, though integration complexity can be challenging for mid-sized teams.
• Lead and contact management: Efficiently manage customer information, track interactions, and segment contacts, though the interface can feel outdated compared to modern alternatives.
• AI-powered sales assistant (Zia): Provides predictive analytics, task automation, and intelligent suggestions, though AI features are less intuitive than newer CRM solutions.

Pros

• Affordability: Competitive pricing with various tiers, making it accessible for fintech companies, though total cost of ownership increases with customization needs.
• Customization: Extensive options to tailor the CRM to specific fintech needs, though this requires significant time investment and technical expertise.
• Integration with Zoho Suite: Seamless integration with other Zoho products creates a comprehensive ecosystem, though this can lock teams into the Zoho ecosystem.
• Multi-channel communication: Supports various communication channels, though setup and management can be overwhelming for 20-50 person teams.
• AI-powered features: Zia provides intelligent insights and analytics, though the AI capabilities lag behind more modern CRM solutions.

Cons

• Steep learning curve: Extensive customization options can be overwhelming for new users, requiring significant time investment that can slow down 20-50 person team adoption.
• Complex setup: Initial setup and configuration can be complex, particularly challenging for fintech companies without dedicated IT resources or technical expertise.
• User interface: The interface feels outdated and cluttered compared to modern CRM platforms, affecting user adoption and daily usability across teams.
• Performance issues: Occasional reports of slow performance, especially with large datasets, can hinder productivity for data-intensive fintech operations.
• Limited third-party integrations: While it integrates well with Zoho products, integration with third-party applications can be limited, problematic for teams with existing tool stacks.

5. Salesforce

Salesforce is a robust CRM platform designed for large enterprises, offering extensive tools for sales, marketing, service, and analytics, but often proving too complex and expensive for mid-sized fintech teams of 20-50 people.

Key features

• Comprehensive ecosystem: A unified platform offering CRM, marketing automation, customer service, and custom app development, though often overwhelming for mid-sized teams who don't need enterprise-level complexity.
• Customization and scalability: Highly customizable and scalable, though the complexity often requires dedicated administrators and extensive training for 20-50 person teams.
• Artificial Intelligence (AI) integration: Salesforce Einstein offers AI-driven analytics and automation, though it comes at a premium price point that may not be justified for mid-sized fintech teams.
• Extensive integration capabilities: AppExchange provides wide range of third-party integrations, though implementation often requires specialized expertise and significant time investment.
• Enterprise-grade security and compliance: Robust security measures and compliance features, though this enterprise focus comes with complexity that can be excessive for mid-sized teams.

Pros

• Comprehensive feature set: Offers extensive range of features covering sales, service, marketing, and more, though many features go unused by 20-50 person teams, making it inefficient.
• Scalability: Suitable for businesses of all sizes, though the enterprise focus makes it overkill for mid-sized fintech teams with more straightforward needs.
• Advanced analytics and reporting: Provides powerful analytics and reporting tools, though accessing advanced features requires expensive add-ons that quickly escalate costs for mid-sized teams.

Cons

• High cost: Extremely expensive for 20-50 person fintech teams, with licensing fees often exceeding $150+ per user monthly for necessary features, plus costly implementation and customization.
• Steep learning curve: Due to extensive feature set and complexity, Salesforce requires significant time and training investment that can slow down team productivity for months.
• Complex setup and customization: Initial setup and customization requires expert help or certified consultants, adding substantial costs that may not be justified for mid-sized teams.
• Overwhelming for small teams: Enterprise-focused features are often overkill for 20-50 person teams, leading to poor user adoption and underutilization of expensive platform capabilities.
• Integration complexity: While offering extensive integration capabilities, implementing integrations requires technical expertise and can be time-consuming for mid-sized teams without dedicated IT resources.

Conclusion

Choosing the best CRM for your 20-50 person fintech company is a crucial decision that can significantly impact your team's growth and efficiency. For teams of your size, folk CRM emerges as the clear winner, offering the perfect balance of powerful features, ease of use, and cost-effectiveness. While platforms like HubSpot, Pipedrive, Zoho, and Salesforce each offer unique capabilities, they often fall short for mid-sized teams - either lacking essential features, becoming too expensive, or requiring excessive complexity that hampers adoption. folk CRM provides exactly what growing fintech teams need: intuitive contact management, seamless LinkedIn integration, automated workflows, and team collaboration features at a price point that scales sensibly with your team size. By implementing folk CRM, you can optimize your operations, improve customer satisfaction, and achieve greater success in the financial technology sector without the overhead and complexity of enterprise solutions. Try folk for free here.

👉🏼 Try folk now to import LinkedIn leads, automate email sequences, and scale with 20–50 person teams

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FAQ

What is a CRM in private equity?

A PE CRM manages investors (LPs), deals, fundraising pipelines, due diligence, and portfolio touchpoints. It centralizes contacts, commitments, documents, and workflows to support compliance, reporting, and relationship management across deal and IR teams.

Do fintech teams of 20-50 need a CRM?

Yes. A CRM unifies customer data, standardizes pipelines, automates follow-ups, and gives managers visibility. It reduces duplicate work, improves compliance tracking, and accelerates conversion as headcount grows.

How much does a CRM cost for a 20-50 person team?

SMB and mid-market tools typically cost $20-60 per user monthly; enterprise suites $100+ per user. For 35 users, expect about $700-2,100 per month on mid-market plans, more with advanced analytics or add-ons.

What features should a fintech CRM include?

Prioritize secure permissions and audit trails, KYC-ready fields, customizable pipelines, contact enrichment, email sequences, LinkedIn capture, analytics and forecasting, open API/integrations, and role-based dashboards.