I like how easy it was for me create custom fields using their API. It's one less plugin or toolkit i'd have to use when creating my WordPress site. You can't really customize too many things with this platform unless they specifically release more options as time goes by but overall not bad considering what you pay compared to other platforms such as Infusionsoft (our previous CRM). There are some limitations around customization if you don’t know enough about coding which isn’t something we had any experience at our organization so far. The ability to track leads through multiple channels without having to rely heavily on another third-party solution has allowed us to be able to see who actually opens up emails rather than just being sent links straight off social media posts/pages etc...