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ActiveCampaign CRM vs Wave: 2026 Comparison

ActiveCampaign CRM Wave
Overview A CRM with powerful email marketing and marketing automation that excels at customer experience automation. A free accounting and invoicing software for small businesses and freelancers with optional paid payroll and payment processing.
Pricing Subscription ($19-$149/user/month) Freemium (Free (accounting) + paid add-ons)
Key Features
  • Sales automation
  • Email marketing
  • Lead scoring
  • Win probability
  • Pipeline management
  • Site tracking
  • Attribution reporting
  • Split automations
  • Accounting
  • Invoicing
  • Receipt scanning
  • Bank connections
  • Financial reports
  • Payment processing
  • Payroll
  • Multi-currency
Pros
  • Best-in-class marketing automation
  • Excellent email deliverability
  • Powerful segmentation
  • Good value for features
  • Completely free accounting
  • Good invoicing
  • Easy to use
  • Receipt scanning
Cons
  • CRM is secondary to marketing tools
  • Can be complex to set up
  • Reporting could be improved
  • No free plan
  • Limited features
  • Payroll costs extra
  • Payment processing fees
  • No inventory management

ActiveCampaign CRM

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Wave

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