Cloven vs Maximizer

Both Cloven and Maximizer are popular CRMs for financial advisors in Canada.

They offer similar functionality, integrations and support- leaving many advisors asking, “What’s the Difference?”, and “What CRM is Best for My Practice?”.

In this article, we review the top criteria when considering a CRM and how these 2 products stack up against each other.

Here are 4 points to consider:

Data & Integrations

Both Cloven and Maximizer store their data in Canada, ensuring compliance with local data protection regulations. They both integrate seamlessly with Office 365 and Google Workspace, allowing synchronization of emails, calendars, and contacts.

For third-party integrations, both CRMs connect through Zapier and open APIs. However, Cloven’s API is bi-directional, allowing data to flow both in and out of the system, while Maximizer’s API is one-directional, permitting data to flow only into the system.

For most brokers, industry-specific integrations are hugely important. Both platforms support industry integrations such as BlueSun (Cloven), SideDrawer (Cloven) and NDex (Maximizer).

For this category we are calling it a tie between Cloven and Maximizer- as these features are pretty much identical.


Cloven is built on the Zoho One platform, a globally recognized CRM with over 100 million users, ensuring reliability and cutting-edge technology. Cloven is the version of Zoho that is specifically built for Canadian financial advisors.

Maximizer is a custom-built Canadian application, offering more control and highly-specific features tailored to local needs.

Cloven regularly updates its interface for a continually modern look-and-feel:

While Maximizer maintains a constant interface to ensure familiarity:

Beyond CRM functionality, Cloven goes further by providing other tools such as online forms, calendar bookings, and even website tracking. These are at no extra cost and included in Cloven’s “Productivity Suite”.

If we had to pick a winner for this category, it would be Cloven given it’s Productivity Suite, and we prefer a modern UI.


Maximizer is owned by the Concord Group of Companies, a major conglomerate. This provides stability but fewer updates. Cloven is founder-owned and operated, which enables rapid development with multiple new integrations released in the past year alone.

Both CRMs have support teams based in Canada, ensuring localized and accessible customer service.

For data exports, Cloven allows free, instant exports to a CSV (Excel) format. Maximizer also supports a free export, but to BAK file format. This requires SQL knowledge to properly extract, and can take multiple months to prepare.

The winner for this category depends on your preference. If you prefer a big, stable company, it’s Maximizer, but if you prefer a tech-forward innovator, it’s Cloven.


Cloven costs $97.50CAD/user/month, whereas Maximizer costs $100CAD/user/month.

Cloven does not charge for their Productivity Suite (Online Forms, Calendar Booking, Email Marketing, etc.). For some advisors, this results in savings of $1,200+ each year.

The pricing is pretty much identical, but we’re giving this category to Cloven as advisors get further savings with it’s Productivity Suite.


When it comes down to it, both Cloven and Maximizer are solid CRMs. Which one is right for you and your business will depend on how you prioritize the above factors.

Book a demo