Act! review
A mature CRM with broad sales, marketing, AI, deployment, and integration coverage.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Act! is CRM software for small and midsize businesses that need customer records, activities, calendars, notes, communications, and sales opportunities in one system. Its feature set spans contact management, visual drag-and-drop pipelines, email and calendar synchronization, reporting, dashboards, sales forecasting, mobile access, email marketing, and automated outreach. Teams can use the web service, Windows desktop software, mobile apps, API, or self-hosted deployment, making it a fit for established organizations with varied operating preferences.
Pricing is structured around four annual-billing plans. Act! Advantage Standard costs $30 per user per month and includes CRM, a mobile app, 2,500 monthly email sends, Office 365 and Gmail integration, and 15 GB of cloud storage. Advantage Professional costs $45 and adds 25,000 monthly sends, turnkey campaigns, nurture marketing, AI History Summary, AI Writing Assistant, and accounting and project management integrations. Advantage Ultimate costs $60 and adds marketing automation, 50,000 monthly sends, lead scoring, progressive profiling, an online customer portal, and 35 GB of storage. Act! Premium Desktop costs $40 and provides on-premises deployment, networked and offline access, self-managed security, and control of updates.
The main distinction is breadth. Act! combines core CRM with email marketing, automation, lead scoring, AI, mobile management, external application integrations, and deployment flexibility. Outlook, Google, Office 365, accounting software, and Act! Connect applications support a practical ecosystem for teams already organized around those tools. The 14-day trial offers a way to review the platform before a paid decision, but there is no permanent free plan. Choose Act! if your team values a long-established CRM with cloud and desktop paths; consider another option if low-cost entry or simpler, narrower functionality matters more.
Act! pros and cons
- Where it wins
- Covers contacts, activities, pipelines, reporting, forecasting, and marketing
- Offers web, Windows, iOS, Android, API, and self-hosted options
- Adds AI assistance, lead scoring, automation, and nurture campaigns
- Where it doesn't
- Plans start at $30 per user per month with annual billing
- Marketing capacity and advanced features vary by plan
- The desktop option requires self-managed security and updates
Act! fact sheet, pricing and score →
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