Indian deep-tech firm ‘BusinessNext’ tops Forrester CRM rankings, surpassing global giants

Indian deep-tech firm BUSINESSNEXT has been ranked as the top provider of Customer Relationship Management (CRM) software for financial services in the latest Forrester Wave™: Customer Relationship Management Software for Financial Services, Q1 2025. The company outperformed global giants, including Microsoft and Salesforce, securing the highest score for its offerings in the widely referenced industry report.

The Forrester Wave™ is a trusted benchmark for financial institutions evaluating technology investments. BUSINESSNEXT’s position as a leader was attributed to its advanced AI-driven capabilities, seamless integration of predictive analytics and strong customer adoption.

The report highlighted the company’s ability to deliver AI-powered financial journeys, enabling a high level of customization while maintaining human interaction. Its AI capabilities, incorporating predictive, generative, and agentic models, were recognized as the most advanced among all evaluated providers. Financial institutions praised BUSINESSNEXT for its pre-built workflows, ease of customization and responsive support, giving it the highest user adoption rating.

Nishant Singh, Founder and CEO of the firm, said the recognition highlights India’s growing deep-tech expertise and ability to compete globally. He noted that AI and automation are transforming the financial services industry, and securing the top position in Forrester’s ranking demonstrates India’s ability to develop world-class products that outperform global players.

Rahul Sheth, Head of Marketing at BUSINESSNEXT, said the findings reflect the industry’s shift toward hyper-personalized, real-time engagement. He emphasized that financial institutions can no longer rely on traditional CRMs and must embrace AI-driven solutions to anticipate customer needs, enable faster decision-making, and support autonomous journeys.