Cannolai AMS: HubSpot Association Software Review 2025
- Oct 10
- 8 min read
Updated: Oct 16
What is Cannolai AMS?
Cannolai AMS stands out as the first Association Management System developed natively on HubSpot's platform, launching in late summer 2024. This system combines over 40 years of JL Systems' AMS experience with modern marketing automation, serving Tier II and III associations that need integrated membership management and marketing capabilities without the inconvenience of separate systems.
Please note that Cannolai has recently entered the market, and a thorough evaluation is still in progress.
About This AMS Summary Review
In our continuous "Search for Smart AMS Software Series", we have crafted a software review of Cannolai AMS. Please be aware that the summary below is not meant to offer our full report, but is intended to provide a quick overview of the Cannolai membership management software.
For those interested in exploring further, we can prepare a detailed "Smart Report" designed for executives in the not-for-profit sector who need a thorough overview. The full report is available upon request and must be verified by our team to obtain. The database software evaluation offers in-depth insights on the platform reviewed, including company background, operational features, HubSpot integration details, client feedback, pricing insights, and support services, all organized in an easy-to-navigate question-and-answer format.
Why Cannolai Solves the Integration Problem
Picture this: your member data lives in your AMS, marketing campaigns run through HubSpot, event registrations sit in another system, and you're wondering why nothing talks to each other. It's like conducting an orchestra where the musicians can't hear each other.
Enter Cannolai AMS, launched in late summer 2024 as the industry's first Association Management System purpose-built to live natively within the HubSpot ecosystem, while Cannolai also functions beautifully as a standalone AMS. This dual capability gives associations flexibility without forcing an either-or technology decision.
What makes Cannolai particularly credible isn't just the technology—it's the pedigree.
The company merged with JL Systems, a respected AMS provider serving associations since 1982 Cannolai Unveils First HubSpot-Based Membership and Marketing Platform Under Leadership of Industry Veteran David DeLorenzo, combining fresh innovation with nearly four decades of proven association software expertise.
Who Leads Cannolai AMS?
CEO David DeLorenzo brings over 30 years of association sector experience and 25+ years as a senior IT executive, most recently serving as Chief Operating Officer at Association Analytics. More importantly, DeLorenzo served as Chair of the ASAE Technology Section Council and held executive technology roles at the American Urological Association, National League of Cities, and NACUBO. He's lived your pain points firsthand.
CTO Tony Stornaiuolo brings 25 years of enterprise software development from Bank of America, Citibank, and Wells Fargo, while Jon Danforth, JL Systems' former CEO with 34 years of AMS experience and CAE credentials, joined as Chief Customer Officer.
This isn't a team learning associations—they've been building association technology for decades.
What Makes Cannolai's Philosophy Different?
Cannolai's founding belief challenges AMS orthodoxy: "Too often, AMS platforms try to be the center of the universe—but we believe it's time they played nicely in a smarter, more connected ecosystem" . Rather than demanding you abandon your favorite tools, Cannolai integrates with what you already use.
For associations tired of vendor lock-in and middleware that feels like digital duct tape, this philosophy resonates. Your AMS should enhance your tech stack, not bully it into submission.
How Does HubSpot Integration Work?
The HubSpot Advantage (Optional, Not Mandatory)
Cannolai seamlessly syncs event registrations, renewals, and profile updates directly into HubSpot in real-time, tracking content engagement, email performance, and member activity in one unified view Cannolai AMS. For associations already invested in HubSpot marketing, this eliminates the data gymnastics plaguing most integrations.
The clever part? If you prefer simplicity, Cannolai works beautifully standalone, giving you modern membership management without requiring HubSpot licensing. Pay for what you need, not what vendors want to sell you.
Marketing-First, Not Accounting-First
While legacy AMS platforms were built for back-office operations, Cannolai was designed with marketers in mind, offering real-time data access for segmentation, flexible automation without IT support, and integrated marketing capabilities. Membership directors tired of exporting CSV files just to build an email list will appreciate this approach.
The platform delivers advanced member segmentation, automated campaigns, and behavior-based targeting —capabilities typically requiring separate marketing automation platforms, now baked into your AMS.
Site License Pricing Model
Cannolai offers an all-inclusive site license with unlimited users, eliminating per-user fees that balloon costs as teams grow, with baseline implementation included in the subscription. No surprise invoices when you add staff during conference season.
What Features Does Cannolai Offer?
Membership & Engagement: Easily tailor membership levels, pricing, eligibility, and benefits by tier, type, or status, with unified member interaction data across email, events, and forms in real-time.
Event Management: Handle virtual, hybrid, or in-person events with registration management, participation tracking, and attendee experience tools centralized in one platform.
Marketing Automation: Utilize automated campaigns, intelligent segmentation based on behavior and preferences, and personalized follow-ups enabled by HubSpot integration or independent features. This is the strength of the package!
Financial Integration: Handle dues billing using annual, anniversary, sliding scale, and pro-rated models, while integrating with accounting software and payment processors to ensure systems remain synchronized.
Which Associations Should Consider Cannolai?
Based on the SmartThoughts Tier Classification Framework, Cannolai positions in between the Tier II (Mid-Market) to Tier III (Small Associations):
Tier II Indicators:
Given the previous systems created by the leadership and JL Systems' 38+ years serving trade and professional associations, they evidently grasp the complexities of middle-market associations' needs. While this alone doesn't suffice to assess suitability, it is a promising sign. Furthermore, the site license pricing model, assertions of extensive feature depth, and professional implementation services indicate a mid-market focus for associations likely with operating budgets exceeding $2.5M.
Tier III Flexibility:
The mission to help "associations of all sizes succeed" through independent operations and endorsements from organizations with under 15 employees, Noah by JL Systems highlighted the accessibility for small associations with budgets up to $2.5M. Given their history with previous AMS products, they have a strong understanding of the needs of small associations.
The HubSpot integration introduces intriguing dynamics—associations that are already using HubSpot (usually with mid-market budgets) experience significant value, whereas smaller associations can implement it independently without incurring extra licensing expenses.
How Much Does Cannolai AMS Cost?
Cannolai does not publicly reveal its pricing. The company highlights simple, scalable pricing with site licensing, which includes implementation. Considering its market positioning and the acquired JL Systems client base, smaller associations can anticipate annual investments in the low-to-mid five-figure range, with higher costs for mid-market organizations, especially when HubSpot licensing is included. Ultimately, the overall pricing structure will become clearer over time. Therefore, it's crucial to stay updated.
We highly recommend reaching out to Cannolai directly to get current pricing tailored to your association's specific circumstances.
What Do Users Say About Cannolai?
As a platform launched in July 2024, Cannolai lacks significant review volume on G2, Capterra, or Software Advice—typical for new launches. Meaningful reviews typically accumulate 12-18 months post-launch.
The legacy of NOAH AMS, drawing from decades of experience with associations, provides valuable context about the company and serves as a strong indicator of Cannolai's commitment to service.
The Senior Director at Employee Assistance Professionals Association praised JL Systems for "exceeding expectations by providing a system at the right cost and getting us live when promised" Noah by JL Systems.
The VP at Brick Industry Association noted "as a small organization with fewer than 15 employees, we get the attention we need to be successful" Noah by JL Systems, highlighting personalized service.
ASAE President Susan Robertson recognized JL Systems' "impressive track record helping associations upgrade technology, resulting in better member service" ASAE Welcomes Association Software Providers JL Systems, Inc., as New Corporate Partner.
Is Cannolai Right for Your Association?
What Works:
The HubSpot-native approach addresses a genuine market gap. Associations investing in HubSpot marketing have historically faced clunky integrations requiring middleware and constant IT attention. Cannolai eliminates that friction while remaining accessible to associations not ready for HubSpot commitment.
The leadership brings credible association experience—not software developers learning associations, but association executives who learned to build software. That matters when designing workflows.
The marketing-first philosophy aligns with where forward-thinking associations invest resources. Sophisticated, personalized member communication requires automation tools that have historically lived separately from the AMS.
Key Considerations:
As with any newly launched platform, early adopters accept inherent risk. While NOAH AMS provides 40+ years of stability, Cannolai represents new code on a new platform.
Consequently, it is wise to inquire in detail about implementation timelines, the product roadmap, data migration procedures, and references from comparable associations.
Initial Preliminary "Best Fit For":
Small to mid-market associations with budgets between $2.5M and $10M experiencing frustration due to HubSpot's integration limitations.
Professional societies of small to medium size are looking for contemporary marketing solutions without the complexity of enterprise systems.
Trade associations needing sophisticated membership management with integrated marketing automation.
Organizations that prioritize member engagement over purely administrative functions.
Tech-savvy associations are comfortable with modern SaaS and API-first architectures
Initial Preliminary "Look Elsewhere If":
Enterprise associations with budgets exceeding $10 million, which have intricate, tailored needs and have abandoned large legacy systems, and perhaps are seeking a core integrated platform to effectively support one element of their membership mission.
Organizations with budgets under $1 million might discover that Tier III/IV options are more cost-effective.
Organizations that are philosophically against relying on vendor integration dependencies.
The Verdict:
Cannolai embodies a strategic vision for the future of association technology, focusing on composable, API-friendly systems designed to integrate seamlessly rather than dominate. This approach merges seasoned leadership, established AMS foundations, and contemporary architecture to effectively tackle genuine challenges.
For associations weary of fragmented systems and eager for data-driven member engagement, Cannolai deserves serious consideration. While the platform may not be suitable for everyone—no AMS is universally perfect—it effectively meets the specific needs of its target market in an innovative way.
Obtain The Full Smart Report on Cannolai AMS
As stated, we are ready to offer a detailed "Smart Report" to any qualified association executives interested in understanding our comprehensive perspective on this association management software.
Our full reports include:
Detailed Company Background: In-depth history of Cannolai's formation, the JL Systems merger, and leadership analysis
HubSpot Integration Architecture: Technical deep-dive into how the native integration works and when it provides maximum value
Complete Feature Analysis: Screen-by-screen walkthrough of membership, events, marketing automation, and financial capabilities
Implementation Considerations: Realistic timelines, data migration strategies, and change management insights
Competitive Positioning: How Cannolai compares to other Tier II/III options, including feature matrices
Total Cost of Ownership: Investment models, hidden cost analysis, and ROI considerations
Client Interview Insights: If available & requested, perspectives from early adopters on what worked and what to watch for
Strategic Recommendations: Custom guidance on whether Cannolai fits your association's specific situation
Please take some time to request your complete "Smart Report" by clicking here.
Please be aware that you will get a confirmation email acknowledging your request. However, the detailed report will be sent after we complete our verification process and arrange a brief overview call.
Is Cannolai The Best AMS Software?
Although we don't believe there is one universally best AMS, Cannolai AMS might be the right choice for you.
To determine this with confidence, we need a better understanding of your unique characteristics. Additionally, we can share insights about this platform that we've gathered, including client interviews and detailed information beyond this summary.
If you are interested in some help with reviewing your options and comparisons, please check out our vendor matching services here.
Want More AMS Membership Software Reviews?
Please stay tuned to our ongoing "Searching for Smart AMS Software" series where we will continue to provide further insights into membership database software options designed for our 501(c)(6) membership-focused organizations.
For the most recent published reviews, please explore:
If you work for an AMS database software system and you would like us to include your firm in our software review process, please contact us.
Until next time, keep SmartThoughts in mind. Happy Software Buying!
Sources Cited:
Cannolai AMS - https://cannolai.com/cannolai-ams
Cannolai About - https://cannolai.com/about
PRWeb (July 18, 2024) - https://www.prweb.com/releases/cannolai-unveils-first-hubspot-based-membership-and-marketing-platform-under-leadership-of-industry-veteran-david-delorenzo-302200243.html
NOAH AMS - https://noah.cannolai.com/noah-ams
ASAE Press Release (2020) - https://www.asaecenter.org/about-us/news_releases/2020/asae-welcomes-association-software-providers-jl-systems-as-new-corporate-partner
ReviewMyAMS - https://reviewmyams.com/listing/noah-jl-systems
Cannolai Blog - https://cannolai.com/blog/ams-marketing-strategy
Comments