FollowThrough

Overview

FollowThrough is a CRM and retention platform for small businesses that need a dependable way to move leads toward a next step and encourage repeat visits. It suits owner-led service businesses best; its one-user entry plans make it less compelling for teams.

Pipeline tracking, reminders, email outreach and loyalty tools sit in the same product, with templates for common follow-up moments such as missed calls and inactive customers. The strongest case for FollowThrough is keeping those jobs together; the trade-off is that contact caps and single-user limits shape how far a business can grow on the lower plans.

Key features

• Lead management: CRM, pipeline tracking, tasks and reminders help owners attach a clear next action to a lead. Free offers only pipeline and tasks, while Solo adds full pipeline management and unlimited tasks and reminders, making it the practical starting point for active follow-up.
• Workflow templates: Templates cover new leads, missed calls, quote follow-ups, first visits and inactive customers. CSV import and manual entry give businesses a way to bring existing contacts into these workflows.
• Email and SMS: Solo adds outbound email, templates and 100 SMS messages per month. Growth raises SMS to unlimited and adds multi-step email sequences, a meaningful upgrade for businesses with regular customer outreach. FollowThrough sends through a connected verified domain when available, otherwise a default sender.
• Loyalty and reporting: Digital loyalty passes sent by email let customers track progress and check in with QR codes. Growth adds loyalty and rewards, retention and behavior reporting is included in Solo, and AI report-summary allowances increase from 15 per day on Solo to unlimited on Growth.
• Operations and integrations: Growth includes a booking and operations module and public API access. Square and Clover integrations are included with Solo, giving businesses already using those services a reason to consider it.

Pricing

FollowThrough has a permanent free plan and paid plans from $29 per month. Paid plans include a 14-day free trial with no credit card required.

• Free — $0.00 USD per free: One user, up to 25 contacts, pipeline and tasks, and email notifications. It is a low-risk way for a solo owner to try basic lead organization, but the small contact allowance and lack of full pipeline management make it unsuitable as a long-term customer system for a growing business.
• Solo — $29.00 USD per month: One user and up to 500 contacts, plus unlimited tasks and reminders, full pipeline management, outbound email and templates, 100 SMS messages per month, Square and Clover integrations, retention and behavior reports, and 15 AI summaries per day. This is the sensible tier for a single operator who needs active outreach and integrations; its one-seat limit rules out shared team workflows.
• Growth — $69.00 USD per month: One user and up to 2,500 contacts, with everything in Solo plus deal autopsy, playbook and writer tools, multi-step email sequences, unlimited AI report summaries, loyalty and rewards, booking and operations, unlimited SMS, and one branded sending domain. It best fits a solo business whose outreach volume or retention needs have outgrown Solo. The single-user cap remains, despite the broader toolkit.
• Business — $149.00 USD per month: Up to 10 users and unlimited contacts, with everything in Growth plus a team dashboard and activity feed, role-based access, shared templates and sequences, multiple branded sending domains, unlimited AI usage in a team pool, and priority support. This is the team option for businesses that need shared oversight and access controls; the 10-user ceiling may constrain larger organizations.

Free gives up the contact capacity and outreach tools of paid plans, while Solo and Growth remain restricted to one user. Growth raises contact capacity and removes the SMS cap, but the Business plan is the only listed tier with multi-user support.

Platforms

FollowThrough supports Android, iOS and web, and offers API access on Growth. That combination suits owners who want mobile and browser access, while public API access is reserved for businesses that choose the higher solo tier.

Who it's for

FollowThrough is aimed at owner-led businesses such as salons, car washes, restaurants, gyms and spas. It is particularly suitable when one owner wants to manage lead follow-up, outreach and repeat-customer programs in one place. A business that needs multiple staff accounts must start at Business, and a company with more than 10 users will need another option.

Pros and cons

• Pro: Pipeline, reminders, email, SMS and loyalty tools are combined, which can keep lead follow-up and repeat-visit programs within one workflow.
• Pro: The free plan provides a no-cost way for one user to organize up to 25 contacts before committing to a paid tier.
• Pro: Growth removes the SMS allowance and adds sequences, loyalty tools and booking operations for businesses with more involved outreach and retention needs.
• Con: Solo and Growth each allow only one user, so businesses needing staff collaboration have to pay for Business.
• Con: The Free plan's 25-contact cap is restrictive for businesses managing an established customer base.
• Con: Solo's 100 monthly SMS messages can be limiting for businesses that rely on frequent text outreach.

Alternatives

For salon operators comparing appointment-focused products, see Salon Marketing Software.

• Belliata is worth considering if a salon wants free email reminders and free support, with a free plan and apps for Android, iOS, macOS, web and Windows.
• Cleomitra is an alternative for businesses focused on WhatsApp messaging, with paid plans starting at ₹999/month and a free trial.
• Salonist suits businesses prioritizing appointment scheduling, with a free option covering 50 appointments per month as well as online booking and calendar tools.
• Demandforce is another paid option available on web, iOS and Android.
• Beu may suit operators focused on bookings: its Solo plan is £20.75 per month billed annually and includes unlimited bookings, an online booking page and automated reminders.
• Simple Salon is a paid alternative with Android, iOS, web and API support; its Starter plan is $20.00 USD per month and caps operators at seven.
• Lumidara offers a free plan and a $10.00 USD per month Pro tier with unlimited clients, self-booking and 500 custom campaign sends a month.
• Vanopa is another paid option for Android, iOS and web.

Verdict

FollowThrough is a strong fit for a small, owner-led service business that wants lead management, follow-up and customer-retention tools together. Its main advantage is the range of work handled across Solo and Growth; its main drawback is that collaboration starts only at $149.00 USD per month, with a maximum of 10 users. Choose it for a solo operation that can work within the contact caps, but look elsewhere if staff need access on a lower-priced plan or the business has more than 10 users.