September 12, 2023

Selecting the Best Venture Capital CRM for Your Business in 2023

Discover folk - the CRM for people-powered businesses

Securing deals as a venture capitalist firm involves a lot of stakeholders. And knowing a lot of people. Which might mean that you'll end up with a lot of contact information you need to share with your team. .This is something a CRM can come in pretty handy for. It can help track investor interactions and help store valuable data as you build collaborative relationships.

But with a lot of CRM options out there to choose from, we're not surprised if you might feel a bit stumped. To help you out, we've put together a list of some of the best venture capital CRM software out there so that you can make an informed decision. In this blog post, we'll be comparing Affinity, HubSpot, Pipedrive, Salesforce and folk.

Key Takeaways

  • CRM is essential for venture capital firms to increase efficiency and gain a competitive edge.
  • When selecting a CRM, consider features such as sourcing capabilities, data enrichment, deal flow management and relationship tracking.
  • Popular solutions include, Salesforce, Pipedrive, Affinity & HubSpot, all offering unique benefits but requiring careful implementation planning for maximum success.

Usecase illustration of Deal flow management on folk

Understanding the Importance of CRM in Venture Capital

CRM software, often referred to as customer relationship management software, plays a critical role in the venture capital ecosystem by streamlining processes, managing relationships, and tracking investments. As venture capital firms navigate a complex landscape of deals and opportunities, a robust CRM solution equips them with the tools to identify potential investments, manage investor relations efficiently and deal pipeline. Gone are the days of relying on Excel spreadsheets and manual data entry.

Key Features to Consider in a Venture Capital CRM

With a myriad of options available in the market, choosing the perfect CRM solution for your venture capital firm may seem overwhelming. To make the process easier, it’s essential to focus on the key features that are most relevant to the unique needs of venture capital professionals. These features include:

  • Sourcing capabilities
  • Data enrichment
  • Deal flow management
  • Relationship tracking
  • Email campaigns
  • Investment/portfolio management

Prioritizing these features will help you select a CRM solution that meets the specific needs of your venture capital firm. In the following sections, we’ll explore each of these features in more detail, providing you with a clear roadmap to make an informed decision when selecting the best CRM for your firm.

Sourcing capabilities

Sourcing capabilities play a vital role in a venture capital CRM as they help venture capitalists identify and connect with potential investment opportunities.

Enrichment (eg integration with Pitchbook, Crunchbase)

Data enrichment features in a CRM, such as integration with external data sources like Pitchbook or Crunchbase, provide valuable insights and information on potential investments. Enrichment in a venture capital CRM is the process of supplementing the CRM data with additional information and insights, allowing firms to make more informed decisions and optimize their workflow (eg finding email addresses).

Venture capital firms can tap into comprehensive firmographic, funding, and relationship data from external sources to spot the most profitable opportunities.

Deal Flow Management

Deal flow management in a venture capital CRM allows venture capitalists to efficiently track and manage deals throughout the investment process. By offering customizable deal flow processes and categorization for efficient navigation, CRM solutions like Pipedrive empower venture capitalists to:

  • Streamline repetitive tasks
  • Gain in-depth understanding of their clients
  • Monitor leads
  • Ultimately satisfy their customers.

In addition, the European B2B tech deal flow provides venture capitalists the ability to tailor their venture capital deals and organize their deal flow process for convenient navigation.

However, not all CRM solutions offer the same level of deal flow management capabilities. Pipedrive, for example, does not provide workflow automation or automated data entry, which can lead to limitations in task tracking and automation. In contrast, other CRM solutions like and Affinity offer more comprehensive deal flow management features, making them more suitable for venture capital firms looking for a well-rounded CRM solution.

Relationship Tracking (Emails, Calendar Events, other interactions)

Relationship tracking features in a CRM help venture capitalists maintain and strengthen connections with key stakeholders, such as investors, advisors, and portfolio companies. By providing tools to monitor and nurture connections with essential contacts - such as

With effective relationship tracking in place, venture capital firms can optimize their communication processes and foster strong relationships, ultimately leading to more successful investments.

Email campaigns (sourcing, investor updates, event organization, etc)

Email campaigns in a venture capital CRM refer to the utilization of email marketing automation and tailored email communication to interact with contacts, such as investors, LPs, portfolio companies and above all - potential founders. By optimizing communication processes, fostering relationships, and providing updates on investment opportunities, events, and other pertinent information, email campaigns in a CRM can play a vital role in the success of a venture capital firm.

Moreover, using email campaigns in a CRM can improve investor engagement by providing personalized communication, enabling tracking of responses, and facilitating analysis of the effectiveness of email communications. The efficacy of email communications can be evaluated by monitoring the open rate, click-through rate, and other metrics, allowing venture capital firms to refine their communication strategies and enhance their investor relations.

Investment & Portfolio Management

Investment and portfolio management features in a CRM help venture capitalists monitor and analyze the performance of their investments. Some key functionalities include:

  • Deal tracking
  • Investor relations management
  • Portfolio analysis
  • Reporting capabilities

By leveraging these features, venture capital firms can optimize their investment strategies and ensure the success of their portfolios.

Best Venture Capital CRM Solutions in 2023

Having discussed the key features to consider when choosing a CRM for your venture capital firm, we will now delve into the top 5 CRM solutions in 2023:

  1. folk
  2. Salesforce
  3. Pipedrive
  4. Affinity
  5. HubSpot

Each of these solutions offers a unique set of features and benefits tailored to the needs of venture capital professionals.

In the subsequent sections, you’ll find a comprehensive overview of each CRM solution, including their strengths and weaknesses, which will aid you in making an informed decision when choosing the best CRM for your venture capital firm.

  folk Pipedrive Salesforce Affinity HubSpot
Contact management ★★★★★ ★★★★ ★★★★ ★★★★ ★★★★★
Deal flow ★★★★★ ★★★★ ★★★ ★★★★★ ★★★
Integrations ★★★★★ ★★★★ ★★★★★ ★★★★★ ★★★★★
Pipeline Management ★★★★★ ★★★ ★★★★ ★★★ ★★★★
Automation ★★★★★ ★★★★ ★★★ ★★★ ★★★★★
Mail merge ★★★★★ ★★★★ ★★★★ ★★★★
Collaboration ★★★★★ ★★★ ★★★ ★★★★ ★★★★
Customer support ★★★★★ ★★★★ ★★★★ ★★★ ★★★
Ease of use and user experience ★★★★★ ★★★★ ★★★ ★★★ ★★★
Pricing ★★★★★ ★★★ ★★


folk is a user-friendly CRM with templates designed specifically for venture capital firms.

Key features

  • Contact management, enabling users to monitor and manage their contacts effectively - integrated with many tools such as Gmail, Google Calendar, Outlook, Clearbit, Zapier, and more
  • Email campaigns - letting users send ultra-personalized emails in bulk
  • Collaboration and sharing to smoothly collaborate with your team
  • Pipeline management, be it for deal flow, event organization, portfolio updates, or anything else

Overall, is an excellent choice for venture capital firms seeking a user-friendly CRM that caters to their unique needs.

Usecase illustration of Deal flow management on folk

Check out this useful template from folk on Deal flow


  • User interface: Features a Notion-like design for ease of use and minimal learning curve.
  • AI support:  'Magic Field' enables sending personalized messages to multiple recipients.
  • Email sequences:  Facilitates creating email journeys within the CRM to enhance email campaigns.
  • Collaboration features: Supports collaboration among team members so they can create one source of truth, and efficient follow-ups.
  • Manage deal flow and investment cycle: Track investor interactions and track deal flow. Manage multiple lists of VC firms in one place. Create custom fields to track potential investors.
  • Workflow automation: Have all your valuable data in one place, get help with data management through contact enrichment to fill in any missing gaps in your contact information and keep an eye on your deal pipeline.


  • Reporting: Currently lacks reporting features, but there are plans for future implementation. 

Learn more about folk here or find check out folk X, their handy Chrome extension.


Salesforce is a popular CRM solution for venture capital firms, providing a wide range of features, including investment management, portfolio tracking, and contact management. Offering extensive experience in the CRM industry, Salesforce also provides a training program and an email integration system to help venture capitalists manage relationships effectively.

However, there are some drawbacks to consider when choosing Salesforce. While Salesforce offers many advantages, it does not encompass the entire investment life cycle and may require manual data entry. Furthermore, the platform can be pricey and very complex to implement and use, with challenging customization and a subpar mobile experience.

Despite these drawbacks, Salesforce remains a popular choice for many venture capital firms due to its comprehensive feature set and industry experience.

Salesforce new Data Cloud integration with Google Display and Video 360

Key features

  • Sales management:  Manages the entire sales cycle, from lead generation to closing deals.
  • Marketing automation: Facilitates the creation, tracking, and effectiveness assessment of marketing campaigns.
  • AI with Einstein: Offers built-in AI for advanced analytics, outcome prediction, recommendations, and task automation to improve decision-making and efficiency.


  • Customization: Easily integrates with various business tools and platforms.
  • Cloud-based access: Pioneers in offering cloud-based business solutions.
  • Scalability: Can manage growing data needs as the company expands.


  • Complexity: Requires significant training time for team proficiency.
  • Affordability: Higher expense compared to other CRMs, with added costs for customization and advanced features.
  • Industry limitations: Not tailored for venture capitalist teams.

Learn more about Salesforce here.


Pipedrive is a CRM solution that focuses on sales management and pipeline tracking, offering visual tools and integrations to help venture capital firms manage their deals and relationships.

Pipedrive CRM

Key features

  • Automation
  • Merge duplicates
  • Project management
  • Caller
  • Scheduler
  • Smart docs
  • Smart contact data
  • Products

With these features, Pipedrive offers a range of tools to streamline venture capital operations.

However, Pipedrive may have limitations as it's purpose built for sales team and not specifically for venture capital teams. 


  • Email software: Features marketing automation, email segmentation, and a builder for creating and sending emails.
  • Sales software: Features sales automation, lead management, and insights, along with deal-driven workflow and pipeline management.
  • Simple user interface: user friendly and easily customizable. 


  • Not venture capital specific: Primarily targets industries like real estate, nonprofit, and recruitment, to name a few. 
  • Affordability: Functionality limited by plan, with popular plans starting at $62 per user/month.

Learn more here or compare Pipedrive with folk here.


Affinity is a CRM designed specifically for venture capitalists.

Affinity CRM

Key features

  • Relationship intelligence: Specializes in tracking and managing relationship data, offering insights into how connections between people can be leveraged for business opportunities.
  • Deal management: Allows for effective management and categorization of contacts, companies, and deals, crucial for managing a diverse investment portfolio.
  • Customization: Full custom integration options with Google Drive, Microsoft Teams, Typeform, Salesforce, Box, Slack, and more


  • Relationship insight: Captures relationship insights, enabling you to manage your network directly in your CRM.
  • Uninterrupted workflow: Get all your data including best investment targets in your CRM as well as insight on business relationships, and deals directly from your email or browser without switching platforms.


  • Search functionality is limited
  • Note-taking experience leaves a lot to be desired
  • Syncing full mailboxes poses a great risk of data disorganization and mess
  • Steep price points

Despite these limitations, Affinity remains a popular choice for venture capital firms seeking a CRM solution with advanced relationship intelligence and deal management features.

Learn more about Affinity here.


HubSpot is a versatile CRM solution that offers a free plan for venture capital firms, making it an attractive option for firms with budget constraints.

HubSpot CRM

Key features

  • Personalized and automated marketing campaigns
  • SEO optimized blog hosting
  • Free CRM
  • Landing pages
  • List segmentation
  • Email marketing
  • Workflows
  • Paid ad tracking
  • Contact management
  • Reporting and dashboarding
  • Task management
  • Social media management

With these features, HubSpot is a valuable tool for venture capital firms to effectively manage their customer relationships.

While HubSpot offers a range of features and a free plan, it has similar drawbacks as Pipedrive as it's primarily designed for sales organization.


  • Free CRM Offering: HubSpot provides a complimentary CRM that's ideal for those testing various platforms.
  • Integration capabilities: HubSpot has a large integration library, so you’ll be able to customize the platform fully. 
  • Analytics and Reporting: Enables tracking of performance across sales, marketing, and customer service.


  • Steep learning curve: HubSpot's interface can be cumbersome, often requiring dedicated training time.
  • Affordability: Even though HubSpot offers a free CRM, the cost can quickly escalate once you start adding paid features. 
  • Complexity: Full platform customization may lead to extra costs and the need for a consultant's assistance.

Learn more about Hubspot here or compare HubSpot with folk here.

Tips for Implementing a CRM in Your Venture Capital Firm

Careful planning and execution are necessary when implementing a CRM in your venture capital firm to guarantee maximum efficiency and productivity. To begin implementing a CRM, start by identifying the key features relevant to your venture capital firm’s unique needs, including:

  • Sourcing capabilities
  • Data enrichment
  • Deal flow management
  • Relationship tracking
  • Email campaigns
  • Investment/portfolio management

To ensure a smooth implementation process, follow these steps:

  1. Provide appropriate training to your team on the CRM and ensure they understand its effective utilization.
  2. Customize the CRM to meet your firm’s specific requirements.
  3. Invest in proper training to help you extract the maximum benefits from your chosen CRM solution. By following these steps, you can propel your venture capital firm to unprecedented levels of success.


Choosing the right CRM platform for your venture capital firm is crucial to streamline processes, manage relationships, and track investments effectively. By focusing on the key features such as sourcing capabilities, data enrichment, deal flow management, relationship tracking, email campaigns, and investment/portfolio management, you can select a CRM that caters to the unique needs of your venture capital firm.

The top five CRM solutions in 2023, including folk, Salesforce, Pipedrive, Affinity, and HubSpot, all offer various features and benefits tailored for venture capital firms. By carefully considering each solution’s strengths and weaknesses, and implementing the CRM with proper training and customization, you can unlock your firm’s full potential and drive success in the competitive venture capital landscape.

Frequently Asked Questions

What is a CRM for investors?

A CRM for investors is a customer relationship management platform that helps them track and manage all interactions with customers, potential customers, founders, and third parties. It simplifies the process of accurately reporting on activity and engagement with prospective founders, providing an invaluable resource for investor relationship management.

What does CRM stand for in private equity?

CRM stands for Customer Relationship Management in private equity, which plays an integral role in tracking relationships and either hindering or nurturing them. It is a tool used to manage customer relationships, track customer interactions, and analyze customer data. It helps businesses to better understand their customers and build stronger relationships with them. It also helps to identify potential opportunities for growth and improvement

What are the benefits of using a CRM in venture capital?

Using a CRM can provide venture capital firms with essential tools to streamline processes, manage relationships, and track investments, helping them remain successful. CRMs can help firms save time and money, while also providing them with the data they need to make informed decisions. They can also help firms stay organized and ensure that all of their investments are tracked and monitored. CRMs

What are the key features to consider when selecting a CRM for a venture capital firm?

When selecting a CRM for a venture capital firm, it is important to consider features such as sourcing capabilities, data enrichment, deal flow management, relationship tracking, email campaigns, and investment/portfolio management.