For years, the subscription-based SaaS model was the fastest-growing business model for tech entrepreneurs and investors. This growth was especially pronounced from 2012 to 2018, during which subscription businesses grew over 300%, a rate significantly faster than the revenue growth of S&P-500 companies.* 

The money being invested in these organizations, peaking in 2021, experienced a dramatic downturn by the end of 2022. VC firms raised their lowest amount in a decade during that year. 

This was a ‘delayed’ effect from the pandemic, which caused a brief and dramatic increase in the demand of SaaS products, but then experienced a decline as things went back to ‘normal’ and people didn’t spend that much time in front of their screens anymore. 

Despite these fluctuations, the SaaS market has shown resilience. In 2024, it’s estimated to be worth approximately $247 billion, with projections to reach $295 billion by 2025. 

The global shift towards cloud-based solutions continues to drive this growth, with an estimated 71% of companies globally relying on SaaS applications, a trend expected to see 85% of all business products being SaaS applications by 2025.

*The S&P 500 includes 500 of the largest publicly traded companies in the United States, chosen based on market capitalization, liquidity, and sector representation.

Cloud and The Subscription Model - A Hot Couple 

To understand why Cloud and the subscription model have become so popular, we have to look at why they are so convenient for vendors and customers alike:

Benefits for customers  

• Cost Savings: Customers often pay a subscription fee rather than a large upfront cost, which can make SaaS products more affordable and manageable.
• Accessibility: SaaS products can be accessed from anywhere with an internet connection, making it easy for users to work remotely or from multiple devices.
• Automatic Updates: SaaS providers handle updates and maintenance, ensuring customers always have the latest features and security patches without additional effort.
• Scalability: Customers can easily scale their usage up or down based on their needs, often without requiring significant changes to their infrastructure.
• Reduced IT Burden: SaaS solutions typically require less internal IT support, since the vendor manages the infrastructure and software maintenance.
• Flexibility: Users can often try out different plans or features to find what best suits their needs, with the ability to change their subscription as needed.

Benefits for vendors 

• Recurring Revenue: SaaS products typically use a subscription model, providing vendors with a steady, predictable income stream.
• Scalability: SaaS solutions can be scaled easily to accommodate more users without significant changes to the underlying infrastructure.
• Global Reach: SaaS products can be accessed from anywhere with an internet connection, allowing vendors to reach a global audience.
• Lower Distribution Costs: Since SaaS products are delivered over the internet, there are no physical distribution costs, and updates can be rolled out seamlessly.
• Customer Retention: Subscription models encourage ongoing customer relationships and provide opportunities for continuous engagement and upselling.
• Data Insights: Vendors can collect and analyze user data to improve their products, enhance user experience, and tailor marketing strategies.

In short, the benefits of this model far outweigh the shortcomings for all the parties involved. For these reasons, it’s no longer a question of whether SaaS is staying, but how. 

SaaS is Becoming More Specialized 

The SaaS ‘revolution’ was initiated by solutions that spanned various industries. Products like CRM, ERP, web hosting, and e-commerce can be easily implemented by almost any kind of company, and it was that versatility that propelled its initial growth. This model is known as horizontal, and has been leading the pack until now, but the vertical solutions are getting their spotlight in 2024.  

These represent the other end of the spectrum: SaaS tools designed for niche industries and needs. IBM's Genelco which was designed for the insurance sector is a good example of a vertical SaaS tool. While not new (Genelco has been around for 35 years), these solutions are seeing a resurgence of sorts due to a saturated market of more generic tools. 

As time goes on, SaaS products will only become more specialized, and better at addressing the specific needs of markets and industries. 

Cledara and The SaaS Tools of 2024

We use most of these tools daily, but how popular are they, really, and how much are others paying for them? Gathering the necessary information to make an informed decision on SaaS is not always easy (as we already mentioned, they’re way too many options). 

Specially when it comes to pricing, often times, companies will hide the information behind demo pages and other hurdles to get you to book a call. Here’s where Cledara comes in. 

Since its inception, Cledara has helped manage more than 1.1 million SaaS purchases and renewals from over 4,000 vendors. We have taken that data and packaged it into easy-to-digest guides for everyone to experience. On this guide you’ll find pricing, unbiased information on key features, use cases, and more.  

Pricing

The pricing reflected is an average of what Cledara customers pay for the different tools. 

Ranking

The raking is based on the popularity, which one’s got the highest market share amongst Cledara customers. Not their quality. The more companies pay for it, then the higher it will appear in the ranking. In no way does it represent an endorsement by Cledara or its employees. Neither are the tools that appear in this guide a paid promotion. 

Top 20 SaaS Tools of 2024

When we look at the final list, the tools with the highest market share are integral to communication, productivity, and development. 

When it comes to pricing, the values vary significantly based on the tool's functionality and target user base, with some tools commanding premium prices due to their extensive feature sets. HubSpot ($10,150), Google Workspace ($4,990), and Atlassian ($4,210) are on average the most expensive on the list, offering extensive features and capabilities suited for larger organizations or specialized needs.

On the other end, we’ve got ChatGPT ($210) and Canva ($120), that even thought they’ve become every-day tools for most offices, they are still affordable. 

Also, the trend towards AI and automation is evident, with tools like ChatGPT and Zapier making significant impacts on efficiency and integration. Speaking of ChatGPT, we see it along its parent company OpenAI. They’re listed as two different tools because their subscriptions are managed separately.

Rank	Tool	Market Share	Average Yearly Price	Main Features
#1	Slack	68%	$2,760	Team messaging, File sharing, Integrations, Channels, Searchable history
#2	Google Workspace	65%	$4,990	Gmail, Google Drive, Google Docs, Google Sheets, Google Slides.
#3	Figma	62%	$1,020	Collaborative design tool for real-time feedback, prototyping, and UI/UX design.
#4	GitHub	61%	$1,090	Git hosting, CI/CD, cloud security, code review, integration with Jira.
#5	Microsoft	55%	$1,800	Word, Excel, PowerPoint, Outlook, OneNote
#6	Atlassian	54%	$4,210	Atlassian Intelligence, Team Collaboration, Templates for Teamwork, Tools for planning
#7	Zoom	49%	$1,960	Unified Communication Platform, AI Companion, Video Conferencing, Team Chat
#8	ChatGPT	43%	$210	Language Models, Conversational AI
#9	Adobe	41%	$1,040	Comprehensive suite for graphic design, video editing, web development, and photography.
#10	Zapier	41%	$580	Automation of repetitive tasks; connects multiple apps; no coding required.
#11	Hubspot	41%	$10,150	Lead generation, Customer segmentation, Email marketing, Social media management
#12	JetBrains	40%	$930	Developer Tools, Team Tools, Education, Business Solutions
#13	Miro	40%	$1,410	Digital whiteboard, real-time collaboration, brainstorming tools
#14	Notion	40%	$2,120	Note-taking, task management, wiki and database integration
#15	OpenAI	37%	$240	API Access, Integration and Development, Custom Model Training
#16	Canva	36%	$120	Graphic design platform for creating visual content such as social media graphics, presentations, and posters.
#17	DocuSign	35%	$740	eSignature, Intelligent Agreement Management (IAM), Agreement AI, Contract Lifecycle Management
#18	1Password	35%	$1,350	Password Management, Extended Access Management, Secure Sharing, Risk Monitoring
#19	Xero	33%	$710	Bookkeeping, Invoicing, Payroll management, Expense tracking, Financial reporting
#20	Sentry	33%	$720	Error Monitoring, Tracing, Session Replay, Code Coverage

20 Most Popular Company-Wide SaaS Tools

By leveraging AI SaaS tools, tech companies can enhance their operational efficiency, make informed decisions, and provide better customer experiences—all crucial elements for growth and success in the competitive business landscape.

Rank	Tool	Market Share	Average Yearly Price	Main Features
#1	Slack	68%	$2,760	Team messaging, File sharing, Integrations, Channels, Searchable history
#2	Google Workspace	65%	$4,990	Gmail, Google Drive, Google Docs, Google Sheets, Google Slides
#3	Microsoft	55%	$1,800	Word, Excel, PowerPoint, Outlook, OneNote
#4	Zoom	49%	$1,960	Unified Communication Platform, AI Companion, Video Conferencing, Team Chat
#5	ChatGPT	43%	$210	Language Models, Conversational AI
#6	Zapier	41%	$580	Automation of repetitive tasks; connects multiple apps; no coding required
#7	Miro	40%	$1,410	Digital whiteboard, real-time collaboration, brainstorming tools
#8	Notion	40%	$2,120	Note-taking, task management, wiki and database integration
#9	1Password	35%	$1,350	Password Management, Extended Access Management, Secure Sharing, Risk Monitoring
#10	Calendly	26%	$550	Easy Scheduling, Availability Management, Integration, Automated Reminders and Follow-Ups
#11	Loom	24%	$320	Easy Video Recording, Video Sharing and Embedding, Editing and Customization
#12	Grammarly	23%	$360	Grammar and Spelling Checks, Style and Clarity Improvements, Plagiarism Detection
#13	Dropbox	20%	$700	Cloud Storage, File Sharing and Collaboration, File Management, Collaboration Tools
#14	Microsoft 365	19%	$1,300	Office applications suite, Cloud storage, Email and calendaring
#15	Lucidchart	12%	$560	Diagramming and Visualization, Collaboration and Sharing, Templates and Shapes
#16	Airtable	12%	$1,020	Database and Spreadsheet Hybrid, Collaboration and Sharing, Templates and Customization
#17	LastPass	11%	$1,070	Password Management, Security Features, Sharing and Collaboration, Cross-Platform Sync
#18	Adobe Acrobat	11%	$240	PDF Creation, Conversion, Editing, Security, Form Management, Collaboration and Review
#19	Trello	10%	$1,250	Kanban boards, task cards with due dates and attachments, collaboration and team communication, integration with other tools
#20	Zoho	9%	$1,370	Lead and Contact Management, Project Management, Marketing Automation

15 Most Popular Finance and HR SaaS Tools

By leveraging SaaS tools, finance and HR teams can enhance their operational efficiency, improve data accuracy, and focus on strategic activities that drive organizational success.

Rank	Tool	Market Share	Average Yearly Price	Main Features
#1	Xero	33%	$710	Bookkeeping, Invoicing, Payroll management, Expense tracking, Financial reporting
#2	BambooHR	14%	$5,970	Employee Records, Onboarding, Performance Management, Time Tracking, Reporting
#3	Carta	12%	$5,050	Equity Management, Valuations, Compliance, Investor Relations, Employee Ownership
#4	QuickBooks	11%	$790	Bookkeeping, Invoicing, Payroll management, Tax preparation, Financial reporting
#5	CharlieHR	9%	$1,670	Employee Records, Onboarding, Leave Management, Performance Reviews, HR Analytics
#6	Dext	9%	$400	Automated Receipt scanning, Real-time Data Extraction, Expense Categorization
#7	Hibob	8%	$10,090	Employee Management, Automated Onboarding, Performance Reviews, Engagement Surveys
#8	Expensify	6%	$3,010	Receipt Scanning, Expense Tracking, Automated Expense Approvals, Integration with Accounting Software
#9	Workable	6%	$1,470	Applicant Tracking, Candidate Sourcing, Interview Scheduling, Collaborative Hiring Tools
#10	ApprovalMax	6%	$620	Customizable Approval Rules, Multi-Step Workflows, Audit Trails
#11	Fathom	5%	$680	Financial Analysis, Reporting Tools, Visual Dashboards, KPI Tracking, Budgeting Features
#12	Lattice	4%	$7,470	Goal Setting, Performance Reviews, Continuous Feedback, Employee Engagement Surveys
#13	Pento	4%	$5,790	Payroll Calculations, Compliance Management, Tax Filings
#14	Personio	3%	$4,060	Employee Records, Recruitment, Onboarding, Performance Management
#15	TeamTailor	3%	$5,500	Hiring Processes with Features Such as Job Postings, Applicant Tracking, Employer Branding Tools

20 Most Popular Marketing SaaS Tools

SaaS tools empower marketers to be more agile, efficient, and data-driven, ultimately helping them to achieve their goals more effectively in a competitive market environment.

Rank	Tool	Market Share	Average Yearly Price	Main Features
#1	Hubspot	41%	$10,150	CRM, Marketing Automation, Sales Pipeline Management, Lead Generation, Customer Service Tools
#2	Canva	36%	$120	Graphic Design, Social Media Graphics, Presentation Design, Poster Creation, Templates and Design Elements
#3	Typeform	32%	$540	Online Surveys, Forms, Questionnaires, Customizable Templates, Data Collection
#4	Intuit Mailchimp	27%	$770	Email Marketing, Campaign Management, Automation, Subscriber Management, Analytics
#5	Webflow	21%	$790	Website Design, Responsive Layouts, Visual Editing, CMS, E-commerce Integration
#6	SEMRush	21%	$1,440	SEO Tools, Keyword Research, Site Audit, Competitor Analysis, Backlink Tracking
#7	SendGrid	21%	$1,000	Email Delivery, Transactional Emails, Marketing Emails, Email Tracking, Analytics
#8	Hotjar	20%	$850	Heatmaps, Session Recordings, User Feedback, Conversion Funnels, Behavior Analytics
#9	Vimeo	19%	$190	Video Hosting, Video Editing, Embedding, Privacy Controls, Analytics
#10	monday	14%	$2,560	Project Management, Task Tracking, Collaboration Tools, Workflow Automation, Visual Boards
#11	Ahrefs	13%	$1,460	SEO Analysis, Keyword Tracking, Competitor Insights, Site Audits, Backlink Analysis
#12	Cookiebot by Usercentrics	11%	$160	Consent Management, Cookie Compliance, Data Privacy, User Consent Tracking, GDPR Compliance
#13	WP Engine	9%	$1,480	Managed WordPress Hosting, Performance Optimization, Security Features, Support, Scalability
#14	SurveyMonkey	8%	$750	Online Surveys, Feedback Collection, Questionnaire Design, Data Analysis, Reporting Tools
#15	Bitly	8%	$210	URL Shortening, Link Management, Analytics, Customizable Links, Tracking
#16	Segment	7%	$1,510	Customer Data Platform, Data Integration, Audience Segmentation, Analytics, Personalization
#17	Screaming Frog	7%	$240	Website Crawling, SEO Analysis, Technical SEO, Site Audits, Link Analysis
#18	Hootsuite	6%	$1,070	Social Media Management, Content Scheduling, Analytics, Social Listening, Engagement Tools
#19	Unbounce	5%	$1,340	Landing Page Creation, Conversion Optimization, A/B Testing, Lead Generation, Customizable Templates
#20	WordPress	5%	$190	Website Building, Content Management, Themes and Plugins, Customization, Hosting Options

10 Most Popular Sales SaaS Tools

SaaS tools offer a range of benefits that can significantly enhance the effectiveness and efficiency of sales teams by improving their customer interactions, and ultimately drive more revenue for their organizations.

Rank	Tool	Market Share	Average Yearly Price	Main Features
#1	DocuSign	35%	$740	Electronic Signatures, Document Management, Agreement Automation, Workflow Integration, Compliance and Security
#2	Salesforce	13%	$2,600	Customer Relationship Management (CRM), Sales Automation, Marketing Tools, Customer Service, Analytics and Reporting
#3	Pipedrive	12%	$1,840	Sales CRM, Pipeline Management, Deal Tracking, Activity Tracking, Sales Reporting
#4	Apollo.io	12%	$1,070	Sales Engagement, Lead Generation, Prospecting, Contact Management, Email Sequencing
#5	Aircall	9%	$3,610	Cloud-based Phone System, VoIP, Call Management, Integration with CRM, Call Analytics
#6	Lusha	9%	$530	B2B Contact Data, Lead Enrichment, Data Verification, Prospecting Tools, Email Outreach
#7	ZoomInfo	4%	$12,250	B2B Data, Contact Information, Lead Generation, Market Intelligence, Company Insights
#8	Dealfront	4%	$1,910	Lead Generation, Sales Intelligence, Prospecting, Data Enrichment, Contact Management
#9	Brevo	4%	$480	Email Marketing, Marketing Automation, SMS Campaigns, Contact Management, Analytics and Reporting
#10	Outreach	3%	$4,540	Sales Engagement, Multi-channel Communication, Lead Management, Email Campaigns, Sales Analytics

5 Most Popular Support and Success SaaS Tools

SaaS tools offer substantial benefits for customer support and success teams by streamlining their processes and enhancing their ability to deliver exceptional service.

Rank	Tool	Market Share	Average Yearly Price	Main Features
#1	Intercom	18%	$5,110	Customer Messaging, Live Chat, Automated Messaging, Help Desk Integration, Customer Engagement Analytics
#2	Zendesk	18%	$4,230	Customer Support, Ticketing System, Live Chat, Knowledge Base, Reporting and Analytics
#3	Freshworks	8%	$2,410	Customer Support, CRM, Ticketing System, Live Chat, Sales and Marketing Automation
#4	TeamViewer	5%	$710	Remote Desktop Access, Remote Support, Online Meetings, File Transfer, Remote Management
#5	Front	3%	$3,880	Shared Inbox, Team Collaboration, Email Management, Workflow Automation, Analytics and Reporting