Best CRM for Hockey Agents and Advisors (2026)

Picking the best CRM for hockey agents is an unusual software decision, because the field barely exists. There are perhaps two hundred NHLPA-certified agents, a few dozen more certified through the PWHLPA, and an uncounted population of family advisors. No serious vendor is building for a market that size. So the real choice isn't between eight polished products — it's between a handful of tools built for adjacent jobs, one or two built for this one, and the spreadsheet you're using right now.

This guide covers the eight options worth knowing about, what each honestly wins at, and where ours falls down.

We make one of these

Repline is on this list. We built it, we sell it, and no amount of even-handed prose changes the fact that we'd like you to buy it.

What we can do is be straight about where we lose — and we lose on price, on breadth, on back-office depth and on having a free tier. Those sections are further down and they're not softened. If a roundup written by a vendor never concedes anything, it isn't a roundup, it's an advert with a table in it.

How we picked, and what we could actually verify

This matters more than usual, because we got it wrong ourselves recently.

Our own comparison page for Agent Live 360 originally quoted a price range of $75–$345 a month, taken from 2020 press coverage. The real figure, from their own site, starts at $38. We were out by roughly half, on a competitor, in public. That happened because the vendor's site wasn't readable to us and we leaned on secondary sources instead.

So here is the honest state of our evidence:

Agent Live 360 — pricing and features taken from their own site. High confidence.
Repline — ours. Obviously.
Fandelo — features from their published materials; pricing unconfirmed, because it renders in a way we couldn't read.
HubSpot, Salesforce, Monday.com, ClickUp — pricing checked against 2026 third-party trackers rather than the vendors' own pages. Treat every figure as a range and check it yourself before signing anything. Enterprise software pricing moves, and it moved in 2025: Salesforce raised its Enterprise tier in August.

Where you see an exact number below, it's sourced. Where you see "from about", it isn't, and we're telling you so.

First, the honest answer: most of you are choosing against a spreadsheet

If you're reading this, the status quo is probably Google Sheets and a Drive folder, not a competing CRM. That's the real incumbent, and it's worth saying plainly that it isn't a stupid choice.

A spreadsheet is free, instantly flexible, and you already know how to use it. For an advisor with six clients, a well-kept sheet genuinely beats paying $75 a month for software you'll use at ten percent.

It stops working at a predictable point, and the point isn't about headcount. It's when the thing you need to remember stops being a fact and starts being a date somebody else set — a CHL-NCAA eligibility window, an import draft restriction, a qualifying-offer deadline. A spreadsheet will hold that date perfectly and will never once tell you it's coming.

If you've already had the experience of finding out about a deadline afterwards, you're past the spreadsheet. If you haven't, you may genuinely not need any of this yet.

What software do hockey agents use?

In practice, four things: a spreadsheet, a general-purpose CRM bent into shape, a sport-agnostic agent tool, or something hockey-specific. Here are the eight worth knowing.

1. Spreadsheets (Google Sheets, Excel)

Best for: fewer than about ten clients, and nobody else needing to see the data.

Free, universal, infinitely flexible. Also silent: it holds dates without surfacing them, has no concept of a contract expiring, and version-conflicts the moment a second advisor touches it. Every tool below is, in some sense, competing with this.

Cost: free, or whatever you already pay for Workspace.

2. Agent Live 360

Best for: agents who want strong back-office and the lowest per-seat cost.

The most established sport-agnostic tool built specifically for sports agents. Client tracking, recruiting, a college and pro staff rolodex, contract and file storage with no stated limit, internal team messaging, and a genuinely deep finance side — invoicing, expense and commission tracking, ROI per client, multi-currency, their own Agent Live Pay payments product, and both QuickBooks and Xero integrations.

Cost: $38/month for one agent up to $150/month for five, billed annually; $49–$190 monthly. Extra users beyond five are $25/month annually or $35/month monthly, plus a one-time $25 sign-up fee.

Where it stops: it serves every sport, so it carries nothing hockey-specific — no league calendars, no eligibility tracking, no scouting-report generation.

3. Fandelo

Best for: representatives working across sports and entertainment, not only hockey.

A talent-management app attached to a broader fan-engagement platform. Its published feature set covers talent and scout profiles, schedules, tasks and contacts.

Cost: we couldn't confirm it. Ask them directly.

Where it stops: contracts and e-signature aren't in the published feature set, and the interface carries the weight of the larger product it's part of.

4. Repline

Best for: hockey agents and advisors who want the compliance layer handled.

Ours. Hockey-native pipeline stages, league calendars for the OHL, WHL, QMJHL, USHL and NCAA that populate automatically, CHL-NCAA eligibility tracked per player, one-click branded scouting PDFs, e-signatures with signature areas assigned by role, and contact cadence that tells you which family has gone quiet rather than firing a reminder you set yourself.

Cost: $75/month for a solo advisor, $249/month for up to five users, $695/month for up to fifteen. Annual billing saves 15% on the first two tiers and 16% on Agency. Free 30-day trial, no card.

Where it stops: see the section below. It's a real list.

5. HubSpot

Best for: anyone who wants a capable CRM for nothing.

The free tier is genuinely useful and the product is excellent at being a CRM. It is also completely indifferent to what you do for a living.

Cost: free tier; Starter from about $15/seat/month annually; Professional from roughly $90–100/seat/month with a $1,500 one-time onboarding fee and a five-seat minimum.

Where it stops: your pipeline stages will be Lead, Opportunity and Closed Won, and you will spend a weekend renaming them. Nothing in it knows what a draft year is. More on that here.

6. Salesforce

Best for: agencies large enough to employ someone to configure it.

Everything is possible and nothing is included. With enough work it will model hockey representation well.

Cost: from about $25/user/month for Starter, roughly $100 for Pro Suite, around $175 for Enterprise — the Enterprise tier rose in August 2025. Verify current pricing directly.

Where it stops: the configuration is the product. For a three-person agency that's a cost, not a feature. More here.

7. Monday.com

Best for: teams that want a flexible board and will build the rest themselves.

Cheap, pleasant to use, genuinely adaptable.

Cost: from about $12/seat/month billed annually ($18 monthly), with a three-seat minimum and seats sold in multiples of five above that.

Where it stops: it's a work-management tool with a CRM on top. You're building the hockey part yourself, every season. More here.

8. ClickUp

Best for: agencies already running operations in ClickUp.

Notable mainly because it maintains a sports-management CRM landing page, which makes it the generic tool most likely to surface when you search for this category.

Cost: free tier plus paid plans; check their current pricing.

Where it stops: same as Monday — a general work platform, with hockey as something you model yourself.

Also considered, and set aside

ScoutDecision, ScoutHub and ATHLIVO are all purpose-built agent platforms with real depth — for football. They turn up constantly in searches for agent software and are worth knowing about, but nothing in them is built for junior hockey pathways. Opendorse is worth a look if NIL deal flow is a large part of your work, which, post-House settlement, it increasingly is for anyone advising NCAA-bound players.

Best for each situation

| If you are… | Look at | |---|---| | An advisor with fewer than ten clients | A spreadsheet, honestly | | A solo hockey advisor past that point | Repline Pro | | A multi-rep hockey agency | Repline Agency, or Agent Live 360 if budget is the binding constraint | | Representing athletes across several sports | Agent Live 360 or Fandelo | | Mostly worried about invoicing, commissions and books | Agent Live 360 | | Wanting a free, capable CRM you'll adapt yourself | HubSpot | | Already standardised on a work platform | Monday.com or ClickUp |

Where Repline loses

Four places, and they're real.

On price, we're beaten. Agent Live 360 will cost you less. Meaningfully less, at every seat count. If what you want is the cheapest thing that technically holds client records, you've found it — and you'll be typing OHL import draft deadlines in by hand.

On breadth, we're useless. If you represent a hockey player and a shot putter, we're the wrong answer and we're not going to pretend otherwise. Repline does one sport. That's the whole pitch, and it's also the whole limitation.

On back office, we're behind. Agent Live 360 has Xero, multi-currency and its own payments product. We have Stripe and QuickBooks and that's it. If the hard part of your week is your books rather than your roster, that's a genuine argument against us.

On free, we have nothing. HubSpot is free forever, and it's genuinely good at being a CRM — one that is completely indifferent to whether your client is a hockey prospect or a dental practice. Free is a strong price. "Lead" and "Opportunity" are not strong pipeline stages for a fifteen-year-old in the OHL.

How to choose: six questions

Put these to any vendor on this list, including us.

Does it know your leagues, or just store what you type? Ask whether OHL, WHL, QMJHL, USHL and NCAA dates populate automatically, or whether you enter them yourself every season.
Can you send a representation agreement without leaving it? Storing a contract and papering one are different jobs. Ask about dynamic fields and signature areas assigned by role.
Does it handle the family-advisor model, not just agent commissions? NCAA rules bar an eligible player from signing with an agent, so advisory work runs on flat fees. A commission-shaped CRM has nowhere to put that.
Will it tell you who you haven't called? Reminders fire on dates you set. Cadence tracking surfaces the family you last spoke to eleven weeks ago.
What does a scouting report look like coming out of it? Ask to see the output, not the input form.
What's the real price at your seat count, billed your way? Monthly, annual, per-seat cost above the included users, and any setup fee.

Frequently asked questions

What is the best CRM for hockey agents? There isn't one answer, and anyone giving you one is selling something. If hockey-specific compliance and workflow are the problem, a hockey-native tool like Repline is the category to look at. If cost per seat or back-office depth matters most, Agent Live 360 is the stronger choice. If you have fewer than ten clients, a spreadsheet may still be the right call.

What software do hockey agents use? Most use a spreadsheet. The rest are split between general-purpose CRMs they've adapted themselves — HubSpot, Salesforce, Monday.com — sport-agnostic agent tools such as Agent Live 360, and the small number of hockey-specific platforms.

Is there a free CRM for hockey agents? HubSpot's free tier is the most capable free option, though nothing in it is hockey-specific. Most hockey-specific tools offer trials rather than free plans; Repline's is 30 days with no card.

Do hockey advisors need different software from agents? Often yes, and it's the most overlooked question here. NCAA rules bar an eligible player from signing with an agent, so anyone advising a potential college player works as a flat-fee family advisor. Software built purely around commission has nowhere to record that relationship. We wrote more about the distinction here.

How much should a hockey agent CRM cost? The realistic range is roughly $40–$250 a month for a solo advisor or small agency, depending on whether you're buying a sport-agnostic tool or a hockey-specific one. Above that you're into multi-user agency plans or per-seat enterprise pricing.

The short version

If you're leaving a spreadsheet and hockey is your whole practice, the hockey-native tools are worth the premium — the compliance layer is the thing a general CRM structurally cannot give you. If you work across sports, or your binding constraint is cost or accounting depth, Agent Live 360 is the better buy and we'd rather you knew that from us than found out later.

And if you have six clients and a tidy spreadsheet: keep it. Come back when a deadline surprises you.

See how Repline compares to each of these, or start a free 30-day trial.