Comparison of 10 popular CRM platforms and their API capabilities
| CRM | Best For | Pricing (user/mo) | API |
|---|---|---|---|
| Affinity | VCs, PE, deal teams | $167 - 225 | REST openapi |
| Attio | Modern startups, flexible | $0 - 119 | REST openapi |
| Close | Inside sales, outbound | $19 - 149 | REST |
| Dynamics 365 | Microsoft ecosystem | $65 - 150 | OData openapi |
| Freshsales | Startups, built-in phone | $0 - 69 | REST |
| HubSpot | SMBs, marketing alignment | $0 - 150 | REST github openapi |
| Monday.com | Project-centric teams | $12 - 28 | GraphQL |
| Pipedrive | SMB sales, visual pipeline | $14 - 79 | REST openapi |
| Salesforce | Enterprise, large orgs | $25 - 500 | REST openapi |
| Zoho CRM | Budget-conscious SMBs | $0 - 52 | REST github openapi |
| CRM | Object | Name | Website | Industry | Employees | Revenue | Owner |
|---|---|---|---|---|---|---|---|
| Affinity | Companies | name | domain | — | — | — | — |
| Attio | Companies | name | domains | industry | team_size | — | — |
| Close | Leads | name | url | custom | custom | custom | — |
| Dynamics 365 | Account | name | websiteurl | industrycode | numberofemployees | revenue | ownerid |
| Freshsales | Accounts | name | website | industry_type_id | number_of_employees | annual_revenue | owner_id |
| HubSpot | Companies | name | domain | industry | numberofemployees | annualrevenue | hubspot_owner_id |
| Monday.com | Items | item_name | custom | custom | custom | custom | custom |
| Pipedrive | Organizations | name | — | — | — | — | owner_id |
| Salesforce | Account | Name | Website | Industry | NumberOfEmployees | AnnualRevenue | OwnerId |
| Zoho CRM | Accounts | Account_Name | Website | Industry | Employees | Annual_Revenue | Owner |
| CRM | Object | First Name | Last Name | Title | Phone | Role | Company | ||
|---|---|---|---|---|---|---|---|---|---|
| Affinity | Persons | first_name | last_name | custom | emails[] | phone_numbers[] | — | list fields | organization_ids[] |
| Attio | People | name | job_title | email_addresses[] | phone_numbers[] | custom | company | ||
| Close | Contacts | name | title | emails[] | phones[] | urls[] | — | lead_id | |
| Dynamics 365 | Contact | firstname | lastname | jobtitle | emailaddress1 | telephone1 | custom | accountrolecode | parentcustomerid |
| Freshsales | Contacts | first_name | last_name | job_title | mobile_number | — | sales_account_id | ||
| HubSpot | Contacts | firstname | lastname | jobtitle | phone | hs_linkedinid | assoc. label | association | |
| Monday.com | Items | item_name | custom | custom | custom | custom | custom | connect boards | |
| Pipedrive | Persons | name | custom | email[] | phone[] | custom | — | org_id | |
| Salesforce | Contact | FirstName | LastName | Title | Phone | custom | ACR.Roles | AccountId | |
| Zoho CRM | Contacts | First_Name | Last_Name | Title | Phone | Contact_Role | Account_Name | ||
| CRM | Best For | Object | Example |
|---|---|---|---|
| Affinity | Native many-to-many | organization_ids[] | Person.organization_ids = [company_1, company_2] |
| Attio | Flexible attributes | company (multi) | Person linked to multiple companies via attribute |
| Close | Lead-centric (1:1) | — | Contact belongs to exactly one Lead |
| Dynamics 365 | Junction entity | Connection | Connection links Contact to Account with role |
| Freshsales | Simple (1:1) | — | Contact linked to one Account via sales_account_id |
| HubSpot | Associations API | Association | POST /associations/contact/company with label |
| Monday.com | Board linking | Connect Boards | Column type links items across boards |
| Pipedrive | Simple (1:1) | — | Person linked to one Organization via org_id |
| Salesforce | Junction object | AccountContactRelation | ContactId + AccountId + Roles (CEO, Advisor) |
| Zoho CRM | Simple (1:1) | — | Contact linked to one Account via Account_Name |