HubSpot

HubSpot is a CRM, marketing, sales, and customer service platform with a free CRM tier that covers contact management, deal tracking, and interaction logging. Paid hubs add email marketing automation, landing pages, meeting scheduling, ticketing, and analytics.

Accounting firms use HubSpot for business development — tracking leads through the sales pipeline, automating client onboarding sequences, sending newsletters, and measuring the effectiveness of marketing efforts. The free CRM is a practical starting point for firms that want to move beyond spreadsheets for managing prospects and referral sources. It integrates with accounting software, email platforms, and scheduling tools.

HubSpot is not accounting-specific and is used across industries. It is best suited for firms that are actively investing in marketing and business development and need a CRM to manage that process. Firms that primarily need client management for existing relationships (rather than pipeline management) may find their practice management software’s built-in CRM features sufficient.