Overview

Badger Maps is a mapping and route-planning platform for B2B teams whose sales work happens in the field. It is best suited to organizations that want customer geography and CRM records to shape daily visits. Its strongest case is the combination of routing and CRM-linked maps; the web app’s internet requirement and the gap between Standard and Advanced CRM integration deserve close attention.

Its mobile-first tools cover visit planning, territory management, lead capture, and check-ins, alongside route optimization for up to 120 stops. The platform spans Field Sales Software, Sales Mapping Software, and Route Planning Software. Badger Maps was founded in 2012 and is headquartered in San Francisco.

Key features

Routes and customer maps

Routes can include as many as 120 stops, with live traffic and turn-by-turn navigation integrations. That capacity suits reps planning dense days of visits, though it is a defined ceiling for teams with larger routes. Users can filter and colorize customer records by custom fields and add map layers for postal codes, points of interest, and counties. This makes the map useful for organizing visits around both CRM data and geographic context.

CRM and custom connections

Native integrations include Salesforce, HubSpot, Microsoft Dynamics, Zoho, NetSuite, Pipedrive, monday.com, Insightly, SugarCRM, Veeva, and Odoo. Standard integration is limited to Accounts or Contacts plus one related Task or Activity, while Advanced supports unlimited objects and relationships. That distinction matters: teams that need broader CRM workflows should confirm the required integration tier before choosing.

Custom CRMs and databases can connect through FTP and REST API, and Zapier connects Badger Maps to other apps. API access is included with Business; Enterprise sets an API limit of 25k requests per day per team. Security measures include AWS hosting, HTTPS with SSL/TLS in transit, and encrypted AES-256 daily backups retained for up to 12 months. Badger states compliance with HIPAA, GDPR, and 42 CFR Part 2; Enterprise pricing specifically includes HIPAA compliance and support.

Connectivity and support

The web app requires an internet connection for its features, so it is a poor fit for work that depends on fully offline access. If offline maps are prepared in Google Maps, users can continue navigating a current route, but that is narrower than offline access to the platform. Phone and chat support are included on the pricing page, with email, scheduled calls, and a phone number also provided through support.

Pricing

Personal is a 0.00 USD free plan billed for 14 days. It provides 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 a continuing free tier.

Business costs 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. This is the entry point for ongoing core use, but teams needing multiple CRM objects must move up to Enterprise. Enterprise costs 95.00 USD per month per user billed annually, or $109/mo per user billed monthly, and adds multiple CRM objects, SSO with SCIM, a dedicated account manager and support, HIPAA compliance and support, and a 25k-requests-per-day-per-team API limit.

Enterprise Plus has custom pricing. It includes Enterprise features plus custom development, territory alignment, territory-based lead routing, scenario planning, and gamification, making it the option for teams that need tailored workflows rather than a standard package.

Badger also sells narrower plans. Scoreboard is 12.00 USD per month per user billed annually ($14/mo billed monthly), requires 5 licenses, and adds leaderboards and gamification; its price declines to $8/mo after 40 users. Lead Routing is 16.00 USD per month per territory billed annually ($18/mo billed monthly), requires 5 licenses, and falls to $10/mo after 40 seats. Align is 20.00 USD per month per territory billed annually, requires 5 territories, and falls to $10/mo after 40 territories. Insights is 50.00 USD per month per user billed annually ($60/mo billed monthly) for territory insights, heat, bubble, and thematic maps, and reports. These specialist plans can suit teams buying a focused capability, but their stated inclusions are narrower than Business.

Platforms

Badger Maps supports Android, iOS, web, and API. The native mobile apps are included in Personal’s 14-day period. The web app’s internet dependency is the key platform constraint for reps working in areas with unreliable connectivity.

Who it's for

Field sales representatives can use maps and routing to coordinate customer visits; managers and sales operations teams can use territory tools and CRM-linked records to organize coverage. Field service is also among the roles Badger Maps serves, though teams should assess whether its sales-oriented CRM and territory setup matches their workflows. It is less compelling for teams that require genuinely offline platform access or more than 120 stops in a route.

Pros and cons

Pros: Route optimization handles up to 120 stops and incorporates live traffic and turn-by-turn navigation integrations, useful for visit-heavy field days.
Pros: Native connections cover a broad set of named CRMs, with FTP, REST API, and Zapier options for custom connections.
Pros: Custom-field map filtering and geographic layers bring customer records and territory context into route planning.
Cons: The web app needs an internet connection for its features; Google Maps offline preparation only preserves navigation on a current route.
Cons: Standard CRM integration handles only Accounts or Contacts and one related Task or Activity; broader object relationships require Advanced integration.
Cons: The free Personal plan lasts 14 days, while ongoing Business use starts at 58.00 USD per month per user on annual billing.

Alternatives

SalesRabbit Appointment Management is worth considering for teams seeking a freemium option: its Lite plan is free for one user, but has limited core features and no full team management.

FieldFlowSales offers paid plans with agent limits, routing, and visit tracking; consider it if those stated plan boundaries better match the team’s needs.

BeatRoute is another paid option, with a Starter Pack focused on territory and channel-partner management, market coverage, order collection, and stock reporting.

Map My Customers may fit teams comparing a paid mapping platform with a 50,000-record Industry Leader plan, a five-user minimum, and five teams.

RepMove is an alternative paid platform with a free trial and a Flex plan described for individual users, mobile use, route planning, notes, and account/contact management.

TurfCRM is a web-based free option.

SalesRoute.ai is a freemium option for web, Windows, macOS, and Linux.

DoorPro CRM is another freemium option.

Verdict

Choose Badger Maps if a field sales team needs route planning tied closely to mapped customer records and can work with its CRM integration boundaries and online-first web app. The 120-stop routing ceiling, broad native CRM coverage, and custom connection paths make it a strong fit for organizing geographic sales work. Look elsewhere if full offline access is essential, or if the team needs a free plan beyond the 14-day Personal period.

	Badger Maps	Straightaway
Free plan	Yes	Yes
Free trial	Yes	Yes
Paid from	$12/mo	$8/mo
Open source	No	No
Platforms	Android, api, iOS, Web	Android, iOS
Free plan	No	Yes
Paid from	58 /user/mo	—
Territory management	Yes	—

Badger Maps vs Straightaway

Badger Maps

Straightaway