Act! vs Close: Which is Better in 2026?
Choosing between Act! and Close comes down to understanding what each tool does best. This comparison breaks down the key differences so you can make an informed decision based on your specific needs, not marketing claims.
Bottom line: Close wins this matchup. Our overall CRM pick is HubSpot. Our free CRM pick is Apollo. Pick Act! if you need its specific feature set.
Short on time? Here's the quick answer
We've tested both tools. Here's who should pick what:
Act!
CRM and marketing automation for small businesses
Best for you if:
- • You want comprehensive all-in-one platform integrating CRM, marketing automation, and customer management for SMBs
- • You want highly customizable interface and data fields allow tailoring to unique business specifications and industry needs
Close
CRM for fast-moving sales teams to close more deals
Best for you if:
- • You want excellent built-in communication tools
- • You want fast and intuitive interface
| At a Glance | Act! | Close |
|---|---|---|
Starts at | Custom | $19/monthStarter |
Best For | CRM | CRM |
Rating | 3.9/5 | 4.7/5 |
Free plan | No | No |
Choose Act! or Close?
Choose Act! if
CRM and marketing automation for small businesses
- You want comprehensive all-in-one platform integrating CRM, marketing automation, and customer management for SMBs
- You want highly customizable interface and data fields allow tailoring to unique business specifications and industry needs
Choose Close if
CRM for fast-moving sales teams to close more deals
- You want excellent built-in communication tools
- You want fast and intuitive interface
| Feature | Act! | Close |
|---|---|---|
| Pricing Model | Paid | Paid |
| User Rating | ★3.9/5 485 reviews | ★4.7/5 2,089 reviews |
| Categories | CRMMarketing Automation | CRMSales Engagement |
In-Depth Analysis
Act!
CRM and marketing automation for small businesses
Act!'s pricing is on the higher side for small businesses, especially considering the feature sets at the lower tiers.
Strengths
- +Comprehensive all-in-one platform integrating CRM, marketing automation, and customer management for SMBs.
- +Highly customizable interface and data fields allow tailoring to unique business specifications and industry needs.
- +Strong emphasis on personalized customer support, including dedicated account managers and free onboarding.
- +Offers robust mobile access for managing contacts, activities, and opportunities on iOS and Android devices.
- +Includes advanced features like interactive quotes, AI writing assistant for marketing, and SMS text messaging integration.
Weaknesses
- -The product's long history (since 1987) might suggest a legacy interface or architecture, though recent updates are mentioned.
- -The information provided does not explicitly mention advanced analytics capabilities beyond basic dashboards and reports, which might be a limitation for businesses requiring deep data science insights.
Key features
Close
CRM for fast-moving sales teams to close more deals
Close's pricing is fair for small teams starting with the Starter plan at $19/month, offering essential CRM features.
Watch out
Per-user pricing for Professional/Enterprise tiers adds up quickly.
Strengths
- +Excellent built-in communication tools
- +Fast and intuitive interface
- +Good for high-volume sales
- +Strong automation features
Weaknesses
- -Less suitable for complex sales cycles
- -Limited marketing features
- -Can be expensive per user
Key features
Pricing: Act! vs Close
| Plan | Act! | Close |
|---|---|---|
| Tier 1 | 30 Premium Cloud | $19 month Starter |
| Tier 2 | 37.50 Premium Desktop | $99 month per user Professional |
| Tier 3 | 45 Premium Plus | $139 month per user Enterprise |
| Tier 4 | 60 Ultimate | N/A |
Pricing verified from each vendor's public pricing page. Compare in detail on Act! pricing and Close pricing.
Who Should Use What?
On a budget?
Both are paid. Compare plans on their websites.
Go with: Close
Want the highest-rated option?
Act!: 3.9/5 (485 reviews). Close: 4.7/5 (2,089 reviews).
Go with: Close
Value user reviews?
Act!: 485 reviews (3.9/5). Close: 2,089 reviews (4.7/5).
Go with: Close
3 Questions to Help You Decide
What's your budget?
Both are paid. Pricing won't help you decide here.
What's your use case?
Both are crm tools. Compare their specific features to decide.
How important are ratings?
Close is rated higher: 4.7/5 vs 3.9/5.
Key Takeaways
Close
- Higher user rating: 4.7/5 vs 3.9/5
- Larger review base (2,089 reviews)
- Our pick for this comparison
Act!
- Choose if you want cRM and marketing automation for small businesses
The Bottom Line
Close wins this matchup. Our overall CRM pick is HubSpot. Our free CRM pick is Apollo.
Frequently Asked Questions
Is Act! or Close better?
Close is rated in our evaluation. Both are paid.
What are Act! and Close used for?
Act!: CRM and marketing automation for small businesses. Close: CRM for fast-moving sales teams to close more deals.
What does Act! cost vs Close?
Act! is a paid tool. Close is a paid tool. Visit their websites for detailed pricing.