Overview

Badger Maps brings mapping, route planning, CRM connections, and automation into a mobile-first workspace for B2B field sales. It also supports territory management, lead capture, visit planning, and check-in tracking, extending its use from individual reps to sales operations and field service.

Founded in 2012 by Steve Benson after field sales work at IBM and selling Google Maps API at Google, the company is based in San Francisco. The range of supported sales roles makes the product relevant beyond route planning alone, though the value depends on how well its CRM integration options fit a team's data model.

Key features

Routes and customer maps

Route optimization supports up to 120 stops, with live traffic and turn-by-turn navigation integrations. That capacity can accommodate a substantial day of visits, while the traffic and navigation links help reps account for conditions on the road. Customer records can be filtered and colorized by custom fields, and map layers include postal codes, points of interest, and counties. Those tools make it easier to organize visits around customer attributes and geographic context rather than a plain address list.

CRM and data connections

Native integrations include Salesforce, HubSpot, Microsoft Dynamics, Zoho, NetSuite, Pipedrive, monday.com, Insightly, SugarCRM, Veeva, and Odoo. Badger also connects custom CRMs and databases through FTP and REST API, and other apps through Zapier. The integration tier matters: Standard supports Accounts or Contacts plus one related Task or Activity, while Advanced supports unlimited objects and their relationships. Teams with more complex CRM structures should account for that distinction before choosing a plan.

Security and connectivity

Badger says customer data is hosted on AWS, uses HTTPS with SSL/TLS in transit, and is backed up daily with AES-256 encryption at rest; backups are retained for up to 12 months. Its security page states compliance with HIPAA, GDPR, and 42 CFR Part 2, while its pricing page places HIPAA compliance and support in Enterprise. The web app requires an internet connection for its features. Reps can continue navigating a current route only if they prepared offline maps in Google Maps, so this is a poor fit for workflows that need the full product offline.

Pricing

Personal costs 0.00 USD per free for a 14-day free plan and includes the full Business feature set, route optimization for up to 120 stops, and native iOS and Android apps. It is a useful short evaluation, not an ongoing no-cost team tier.

Several lower-cost plans target specific team needs rather than replacing the full sales platform. Badger Scoreboard is 12.00 USD per month per user, billed annually, or $14/mo billed monthly; it requires at least 5 licenses, falls to $8/mo after 40 users, and adds leaderboards and gamification. Badger Lead Routing is 16.00 USD per month per territory, billed annually, or $18/mo billed monthly; it requires 5 licenses and falls to $10/mo after 40 seats. Badger Align is 20.00 USD per month per territory, billed annually, with a 5-territory minimum and a $10/mo rate after 40 territories. Badger Insights is 50.00 USD per month per user, billed annually, or $60/mo billed monthly, for territory insights, heat, bubble, and thematic maps, and reports. These options can suit teams seeking a focused capability, but their stated inclusions are narrower than Business.

Business starts at 58.00 USD per month per user, billed annually, or $69/mo per user billed monthly. It includes single-object, two-way real-time CRM integration, lead generation, team roles and permissions, and API access. Enterprise is 95.00 USD per month per user, billed annually, or $109/mo per user billed monthly; it adds multiple CRM objects, SSO with SCIM, a dedicated account manager and support, HIPAA compliance and support, and an API limit of 25k requests per day per team. Enterprise Plus has custom pricing and includes Enterprise features plus custom development, territory alignment, territory-based lead routing, scenario planning, and gamification.

Business is the entry point for the core per-user CRM workflow, while Enterprise is more appropriate when multiple CRM objects, SSO, or its dedicated support and compliance package matter. The 14-day Personal offer lets a rep assess the full Business feature set, but teams should budget for Business or a higher tier for ongoing use.

Platforms

Badger Maps supports Android, iOS, web, and API access. Its mobile apps suit reps in the field, but the web app's internet requirement and the limited offline route workaround are material constraints for areas with unreliable coverage.

Who it's for

Field sales reps who plan customer visits, sales managers who oversee teams, and sales operations staff managing territory workflows are the clearest fit. Field service roles are also within the stated audience. Teams that need rich CRM relationships should confirm they can use Advanced integration, and teams that work offline should look elsewhere or plan routes in Google Maps before losing connectivity.

Pros and cons

Pros: Routing handles up to 120 stops and includes live traffic and turn-by-turn navigation integrations, making it suited to full days of field visits.
Pros: Customer filtering, colorization, and geographic layers connect CRM records to territory context.
Pros: Native CRM coverage is broad, with FTP, REST API, and Zapier options for custom data and app connections.
Cons: Standard CRM integration is limited to Accounts or Contacts and one related Task or Activity; more complex relationships call for Advanced.
Cons: The web app needs internet access, and offline Google Maps support is limited to continuing a route prepared in advance.
Cons: The free Personal plan lasts 14 days, and ongoing Business pricing begins at 58.00 USD per month per user billed annually.

Alternatives

For a broader comparison, explore Field Sales Software, Sales Mapping Software, or Route Planning Software.

Outfield is a paid Android, iOS, and web option with a free trial; its Upstart plan includes account management, activity tracking, task management, account mapping, and photos. Choose it when that activity-and-account toolset is a closer match.

RepZio offers a free Basic sales rep license with web access, but no iOS app access or order submission. It may suit readers seeking a free web-only starting point rather than Badger's route-focused mobile workflow.

SalesRabbit Appointment Management has a free single-user Lite plan with limited core features and no full team management, making it an option for an individual who does not need full team controls.

RepMove offers a $16.67 USD annual Flex plan for individual users with mobile app, route planning, note tracking, and account/contact management. It may suit an individual looking for those core functions at a lower stated starting price.

SimplyDepo is a paid Android, API, and iOS option with plans organized by team size. Field SFA is a paid Android, iOS, and web alternative. FieldFlowSales offers a Starter plan for up to 10 agents with basic routing and visit tracking, and a Growth plan for up to 100 agents. BeatRoute is a paid Android, API, iOS, and web option with territory and channel partner management, GPS-based market coverage, order collection, stock reporting, and returns in its Starter Pack.

Verdict

Choose Badger Maps if your field-sales team wants customer mapping and substantial route planning tied to a wide range of CRM systems. Its 120-stop optimization and custom map filters are practical strengths for organizing visits, while the Business and Enterprise tiers address progressively richer CRM and team requirements. Look elsewhere if a permanent free plan or full offline operation is essential, or if the integration tier and per-user price do not fit your workflow.

	Badger Maps	Ludicro
Free plan	Yes	No
Free trial	Yes	No
Paid from	$12/mo	—
Open source	No	No
Platforms	Android, api, iOS, Web	Web
Free plan	No	No
Paid from	58 /user/mo	—
Territory management	Yes	Yes

Badger Maps vs Ludicro

Badger Maps

Ludicro