India-based deep IP platform BUSINESSNEXT has been named a Leader in the latest Forrester Wave™: Customer Relationship Management (CRM) Software for Financial Services, Q1 2025. The report, which evaluates CRM providers based on their capabilities and market impact, placed BUSINESSNEXT ahead of global firms like Microsoft and Salesforce in the financial services sector.
The Forrester Wave™ report is widely referenced by financial institutions to assess technology investments. BUSINESSNEXT’s ranking as a leader was attributed to several key factors:
- AI-Driven Customer Engagement
The platform was recognized for its AI-powered financial journeys, which combine predictive analytics, automation, and human intervention to enhance customer interactions. It integrates AI-driven analytics, financial services AI agents, and a customizable AI-enabled app builder, offering institutions tools for personalized engagement.
- Strong AI Capabilities
The company received the highest rating for AI capabilities among evaluated vendors. Its approach includes predictive, generative, and agentic AI, aimed at improving workflow automation and customer service in financial services.
- Positive User Adoption and Feedback
The report also highlighted BUSINESSNEXT’s high user adoption rate, with financial institutions noting its pre-configured financial services workflows, flexibility in customization, and responsive account management.
Commenting on this achievement, Nishant Singh, Founder and CEO, BUSINESSNEXT, said, “The global CRM landscape is evolving rapidly, with AI and automation reshaping the financial services industry. The Forrester Wave™ for Financial Services CRM is the most competitive benchmark in this space, and it is remarkable to see an Indian company securing the top position. This recognition is not just a win for BUSINESSNEXT but a testament to India’s deep-tech capabilities, proving that we are ready to develop world-class products that outperform global players.”
Rahul Sheth, Head of Marketing at, BUSINESSNEXT, added,
“The feedback highlighted in the report indicates that customers today expect more than just digital banking—they demand hyper-personalized, and seamless experiences across all channels. The BFSI sector is at a pivotal moment where AI, automation, and data-driven insights are no longer optional but essential to delivering real-time, contextual engagement. Therefore, financial institutions must go beyond traditional CRMs to anticipate needs, enable faster decisions, and support autonomous journeys. This recognition reinforces our commitment to empower financial services with technology that meets these evolving expectations”.
