Overview
Keap, the platform formerly sold as Infusionsoft, is a CRM and marketing-automation suite built specifically for small and solo service businesses rather than the enterprise. Its defining characteristic is that sales pipeline, email and SMS marketing, automation, invoicing, and payments live in one tool, so a coach, agency, or trades business can run customer acquisition and follow-up without stitching together separate CRM, email, and billing products.
In 2026 Keap moved away from feature-gated tiers to a single unified plan, signalling a focus on simplicity for owner-operated businesses. That positioning is also its boundary: Keap is a deliberate small-business product, not a platform aimed at the large enterprises that dominate the rest of this category. Its strongest competition comes from broader CRMs that offer a free or low-cost entry point and from marketing-automation tools that small businesses adopt first. Keap's argument is that its automation depth and all-in-one billing repay the higher entry price for businesses whose growth depends on consistent, automated follow-up.
Key Features
- Contact management with lead capture and tagging
- Visual automation builder for multi-step campaigns
- Email and SMS marketing with broadcast and triggered sends
- Sales pipeline and deal-stage tracking
- Appointment scheduling and booking links
- Quotes, invoices, and integrated payment processing
- Landing pages and lead-capture forms
- E-commerce and order forms for digital products
- Lead scoring and segmentation
- Prebuilt automation templates by industry and use case
- Mobile app for contacts and follow-up
- Open API and integrations via native connectors and Zapier
Pricing
| Plan | Model | Typical Cost |
|---|---|---|
| Keap (annual) | Per account, 2 users incl. | $249/month ($2,988/year) |
| Keap (monthly) | Per account, 2 users incl. | $299/month |
| Additional user | Per user/month | $39/user/month |
| Contact tiers | Usage-based | Scales above the included contact allowance |
Pricing verified June 2026 from Keap public pricing. New customers buy a single unified plan; legacy tiered plans (Pro, Max, Ultimate) remain only for existing accounts. Costs rise with added users and contact volume.
Strengths
- Genuine all-in-one for small business: CRM, marketing, invoicing, and payments together
- Deep, mature automation engine inherited from the Infusionsoft lineage
- Fast setup with industry templates, deployable in days rather than months
- Strong follow-up and lead-nurture workflows for owner-led sales
- Integrated payments remove the need for a separate billing tool
Limitations
- Entry price is high for the smallest businesses relative to CRMs with free tiers
- Not built for enterprise scale, complex hierarchies, or advanced reporting
- Automation is powerful but has a learning curve; many buyers pay for onboarding help
- Reporting and analytics are basic compared with larger CRM platforms
Buyer Considerations
Keap is most defensible when the buyer's growth genuinely depends on automated, repeatable follow-up and when consolidating CRM, email, and billing into one tool removes real overhead. Businesses that only need a contact database will find the price hard to justify against free or low-cost alternatives. Budget for onboarding: the automation depth that justifies Keap is also what makes self-service setup slow, and most successful adopters use a partner or Keap's own onboarding to build their first campaigns.