Most-Used CRM by UK Companies (2026)
Detected CRM market share covers 1,933 UK companies, with Salesforce ahead on 55.4% (1,071 companies).
CRM detection covers 1,933 of 2,066,481 trading UK companies, with 6 systems detected. Salesforce accounts for 55.4% (1,071) of detected use, ahead of Pipedrive at 15.7% (303), Zoho at 13.5% (260), AutoConvert at 11.1% (214), Keap at 3.2% (61), and Airship CRM at 2.4% (47).
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Salesforce is ahead in every employee band shown here: 54.3% of detected CRM use among Under 10 employees, 56.2% among 10–50 employees, and 64.4% among Over 50 employees. The pattern suggests a market where the largest named system is present across company sizes, rather than being confined to larger employers.
The long tail is short in this view, with 6 systems detected in total. Pipedrive and Zoho form the main second tier, while AutoConvert, Keap and Airship CRM account for smaller detected cohorts.
1,933
Companies with detected CRM
Of 2,066,481 UK companies
0.1%
Detection rate
2026
6
Systems detected
In this category
55.4%
Leader share
Salesforce
UK companies CRM market share
Share of the 1,933 UK companies with a detectable system. As of June 2026.
CRM compared
| System | UK companies | Share | Median headcount | London share | Typical profile |
|---|---|---|---|---|---|
| Salesforce | 992 | 51.3% | 6 | 34.5% | 6-person teams, 55.4% share |
| Pipedrive | 313 | 16.2% | 7 | 26.7% | 7-person teams, 15.7% share |
| Zoho | 259 | 13.4% | 6 | 25% | 6-person teams, 13.5% share |
| AutoConvert | 214 | 11.1% | — | — | View these companies in Firmbase → |
| Keap | 61 | 3.2% | — | — | View these companies in Firmbase → |
| Airship CRM | 47 | 2.4% | — | — | View these companies in Firmbase → |
Systems detected below the page threshold appear with counts only; their full lists are available in the Firmbase app.
Market leader by size
The leading CRM system shifts with company size: among UK companies with under 10 employees, Salesforce leads at 54.3% of the 1,257 with a detectable system; among UK companies with 10–50 employees, Salesforce leads at 56.2% of the 575 with a detectable system; and among UK companies with over 50 employees, Salesforce leads at 64.4% of the 101 with a detectable system.
Under 10 employees
54.3% of band
This band contains 1,257 detected CRM users, mostly very small employers by headcount. Salesforce accounts for 54.3%, with Pipedrive, Zoho, AutoConvert, Keap and Airship CRM sharing the remainder.
10–50 employees
56.2% of band
This band contains 575 detected CRM users, where sales process and account management needs tend to be more formalised. Salesforce accounts for 56.2%, with the other detected systems competing for the remaining share.
Over 50 employees
64.4% of band
This band contains 101 detected CRM users, the smallest cohort shown here by company count. Salesforce accounts for 64.4%, a higher share than in the two smaller employee bands.
How CRM usage is detected
Company data
Detected companies are joined to UK Companies House records and XBRL accounts data. Revenue and headcount figures come from the most recent filed accounts; where the company has not filed, values are estimated using a model trained on filed history and peer benchmarks and are labelled as estimates.
Detection
Firmbase crawls the public website of actively-trading UK companies and fingerprints the technologies present: tracking scripts, embedded forms, chat widgets, CMS markers and similar signatures. A company is included in this list when one or more of the technology's signatures are found on its site; closely-related variants of the same product are grouped under one name. Detection covers what is visible on the public web — a company using the technology purely internally, with no website footprint, will not appear. Counts are therefore a conservative floor, not a ceiling.
Freshness
Websites are re-crawled on a rolling basis and the underlying company data is refreshed from Companies House continuously; filings appear within days of submission. The list and its statistics are regenerated when the detected cohort moves meaningfully. You can see the last-updated timestamp near the top of the page.
All product names are trademarks of their respective owners. Firmbase is not affiliated with, sponsored by, or endorsed by any trademark owner.
UK companies by CRM
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Frequently asked questions
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