Badger Lead Routing
Badger Lead Routing automatically assigns incoming leads and other CRM records to sales representatives based on territories and routing rules.
What Badger Lead Routing is
Badger Lead Routing automatically assigns incoming leads and other CRM records to sales representatives based on territories and routing rules. Rules can use attributes such as company size, opportunity size, product type, or industry, and assignments occur as records enter the system rather than in scheduled batches. The CRM record needs an associated address. The product can route leads, accounts, contacts, and opportunities, then update ownership in the CRM; representatives receive notifications when records are assigned. It supports overlapping territories and regional coverage. Listed integrations include Salesforce, HubSpot, Microsoft Dynamics, NetSuite, Zoho, Pipedrive, and others; custom CRMs and databases can connect through FTP or REST API. Badger says it uses HTTPS with SSL/TLS encryption and retains encrypted backups for up to 12 months. It states compliance with HIPAA, GDPR, and 42 CFR Part 2; customers using PHI must provide a Business Associate Agreement. A 14-day trial is available.
Good
- Assigns records when they enter the system.
- Supports overlapping territories and regional coverage.
- Routes leads, accounts, contacts, and opportunities.
- Offers a 14-day trial.
Watch out
- Requires an address on the CRM record.
- The listed plan requires at least five licenses.
Who it suits
It suits sales teams that need incoming CRM records assigned by territory and attributes, from a few representatives to thousands. Buyers need CRM records with addresses and must meet the five-license minimum for the listed plan.
Verdict
Badger Lead Routing fits teams seeking immediate, territory-based assignment across common CRM record types. Its address requirement, five-license minimum, and annual-billing starting price are important constraints to consider.
Plans and prices
From Badger Lead Routing's own pricing page, checked 20 Sep 2026.
| Plan | Price | What it gives you |
|---|---|---|
| Lead Routing | $16 a month | Minimum 5 licenses · billed annually; minimum of 5 licenses |
| Badger Lead Routing | $16 a month | minimum 5 licenses · per territory · routing for accounts, contacts, and opportunities · annually; $18/mo billed monthly; minimum 5 licenses; price per seat declines to $10/mo after 40 licenses |
The facts
Each one read from Badger Lead Routing's own pages, with the date it was checked.
What it does
- Address requirement
- The CRM record being routed needs an associated address.checked 8 Oct 2026
- Audience
- Badger says Lead Routing works for teams ranging from a few representatives to thousands.checked 8 Oct 2026
- Compliance
- Badger states it is compliant with HIPAA, GDPR, and 42 CFR Part 2; its HIPAA page says a customer must provide a Business Associate Agreement for PHI use.checked 8 Oct 2026
- CRM objects
- It can route CRM leads, accounts, contacts, or opportunities and update ownership in the CRM.checked 8 Oct 2026
- Integrations
- Listed integrations include Salesforce, HubSpot, Microsoft Dynamics, NetSuite, Zoho, Insightly, Attio, monday.com, Pipedrive, Veeva, and Odoo; custom CRMs and databases can connect through FTP or REST API.checked 8 Oct 2026
- Notifications
- Reps are notified when a new record is assigned to them.checked 8 Oct 2026
- Purpose
- Badger Lead Routing assigns incoming leads to the right sales representative automatically using territories.checked 8 Oct 2026
- Real-time assignment
- Badger says leads are assigned when they enter the system, rather than through batch processing or scheduled intervals.checked 8 Oct 2026
- Routing rules
- Assignment rules can use lead attributes such as company size, opportunity size, product type, or industry.checked 8 Oct 2026
- Security
- Badger says it is hosted on AWS, uses HTTPS with SSL/TLS encryption, and retains encrypted backups for up to 12 months.checked 8 Oct 2026
- Support
- Badger provides support by email, scheduled call, and phone, with guides and videos in its support resources.checked 8 Oct 2026
- Territories
- The product supports overlapping territories and coverage across regions.checked 8 Oct 2026
The company
- Headquarters
- San Francisco, California, United Stateschecked 28 Sep 2026
Money
- Trial
- Individuals can start a 14-day free trial, and the pricing page also offers a 14-day team pilot integrated with a CRM.checked 8 Oct 2026
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