Keap (formerly Infusionsoft) is an automation-first CRM that combines contact management, marketing automation, sales pipelines, appointments, and payments in a single platform built for small businesses.
Independently researched by the SalesHive team. Ratings are from public review platforms; this page is not sponsored by or affiliated with Keap. Research last updated December 2025.
What is Keap?
Keap is a small business, focused CRM and marketing automation platform that helps entrepreneurs and growing companies organize their customer data, automate follow-up, and streamline sales and payments. Formerly known as Infusionsoft, the company pioneered all-in-one CRM and automation for small businesses and continues to focus on service-based SMBs that want to move beyond basic email tools and spreadsheets. Keap’s platform brings CRM, email and text marketing, sales pipeline management, appointment scheduling, invoicing, and online checkout together in one subscription, reducing the need to juggle multiple point solutions.
Founded in 2001 in Arizona, Keap has spent over two decades refining a system tailored to how small businesses actually operate. Contacts, companies, tasks, forms, deals, email engagement, and purchase history all live in a unified database. On top of that foundation, Keap layers powerful automation through visual builders and AI assistants so users can design campaigns that capture leads, score them based on behavior, trigger personalized emails and texts, assign tasks, and move deals through a pipeline without constant manual work. The company pairs its product with structured onboarding and coaching packages designed to help non-technical teams launch meaningful automations quickly.
Keap’s positioning in the CRM market is as an "automation-first" alternative to lighter SMB CRMs and heavyweight enterprise suites. Compared with tools like Pipedrive or basic versions of HubSpot CRM, Keap generally offers deeper built-in automation, payments, and lifecycle marketing tools. At the same time, it aims to remain more accessible to small teams than enterprise platforms such as Salesforce, offering curated integrations, a native mobile app, and prebuilt automation templates. Its Zapier integration and open API extend the platform to thousands of other apps when customers outgrow the native catalog.
In October 2024, Keap was acquired by Thryv Holdings and now operates as "Keap, a Thryv, Inc. brand," while continuing to serve over 200,000 users worldwide. The Thryv acquisition is intended to strengthen Keap’s go-to-market and expand its reach among local service businesses, while keeping Keap’s product roadmap focused on small-business CRM, automation, and integrated payments. Keap remains a distinct product line within Thryv’s portfolio and is still marketed primarily to founders, coaches, agencies, and service providers that want serious automation without adopting a full enterprise stack.
Keap key features
Teams typically use it for marketing automation and drip campaigns, lead capture and lead nurturing, sales pipeline and opportunity management, and more.
- CRM and contact management. unified contact and company records with custom fields, tagging, lists, and saved searches.
- Sales pipelines. visual drag-and-drop pipelines with pipeline automation to move deals and trigger follow-up at each stage.
- Marketing automation. visual automation builder and Easy Automations to trigger emails, tasks, and tags based on customer behavior.
- Email marketing. broadcasts, newsletters, and 1:1 emails with templates plus AI Content Assistant to help write copy.
- Text marketing and business line. SMS campaigns, 1:1 texts, and a dedicated business phone line for calls and texts (US & Canada).
- Landing pages and multi-page funnels. hosted landing pages, forms, and multi-step funnels to capture and convert leads.
- Quotes, invoices, and checkout forms, send quotes, one-time and recurring invoices, and customizable checkout forms with order bumps and promo codes.
- Integrated payments. native payments (US) plus third-party processors like PayPal, Stripe, and Eway for one-time and recurring payments.
- Appointment scheduling. shareable booking links with Google and Outlook calendar sync and automated confirmations and reminders.
- Lead scoring and segmentation. score leads based on activity and use tags, lists, and filters for granular targeting.
- Reporting and analytics. reporting hub, ROI and funnel reports, and an email deliverability health dashboard.
- Mobile app. iOS and Android apps for managing contacts, tasks, appointments, calls, texts, and invoices on the go.
- AI Automation Assistant. uses templates and AI to generate entire campaigns and workflows in minutes.
- Google reviews and internal forms. automatically request Google reviews and use internal forms to streamline service workflows.
- Open API and webhooks. REST API, webhooks, and native Zapier integration for custom integrations and advanced workflows.
What reviewers love, and what to watch
A balanced view of Keap, drawn from public reviews and product research.
Pros
- Powerful automation capabilities, including advanced workflows, tagging logic, and lead scoring that go beyond most SMB CRMs.
- All-in-one platform that combines CRM, email and text marketing, sales pipelines, appointments, quotes, invoices, and payments.
- Highly customizable contact records, fields, and reports, allowing detailed segmentation and tailored campaigns.
- Visual pipeline and automation builders that make it easier to see where leads are in the funnel and what happens next.
- Strong implementation ecosystem with onboarding packages, a dedicated Customer Success Manager, Keap Academy courses, and an active partner network.
- Native mobile app and dedicated business line that help teams manage leads, calls, texts, and invoices on the go.
Cons
- Steep learning curve and non-intuitive UI for new or non-technical users; many reviewers say extensive training is required.
- Higher pricing than many small-business alternatives, plus mandatory onboarding/implementation fees that increase total cost of ownership.
- Occasional technical glitches, slow loading, and bugs that can disrupt automations, payments, or reporting.
- Reporting and analytics are powerful but can feel fragmented and complex, requiring time to master.
- Some users report frustrations with billing, cancellation, and inconsistent support quality, especially via chat.
Keap pricing
Published pricing at the time of research. Always confirm current rates with the vendor.
- Full access to Keap CRM, marketing, sales, and payments features
- Includes an initial allocation of contacts and users (exact thresholds configured with Keap sales)
- Email campaigns, automation workflows, appointments, pipelines, quotes, invoices, checkout forms, and text marketing
- Same feature set as Standard subscription
- Larger contact databases (e.g., 2,500+ contacts with progressive bundles up to 50,000+)
- Additional users available for a per-seat monthly fee
- Pricing tailored by Keap based on required contacts, users, and add-ons
Setup: One-time implementation packages starting around $1,500 (Ignite/Grow/Scale) are required for new customers No free plan is available; Keap offers a 14-day free trial with access to the full CRM and automation feature set for evaluation.
Who Keap is for
A strong fit for
Service-based small businesses and lean teams (often 1-50 employees) that want an all-in-one CRM and marketing automation platform to centralize contacts, automate follow-up, and run campaigns without building an enterprise tech stack.
Probably not for
Very large enterprises with complex multi-division CRM requirements, organizations needing deeply customized or on-premise solutions, and cost-sensitive microbusinesses that only need a basic free CRM or standalone email marketing tool.
How Keap compares
Within the SMB CRM landscape, Keap occupies a middle ground between lightweight contact managers and heavyweight enterprise suites. Compared with tools like Pipedrive or Zoho CRM, Keap typically delivers more built-in automation, lifecycle marketing, and payments capability in a single product, reducing the number of tools a small team needs to stitch together. Its automation builder, tagging model, and integrated invoicing and checkout tools are especially attractive to service businesses that sell via consultations, online forms, and recurring packages.
Against platforms such as HubSpot and ActiveCampaign, Keap competes primarily on depth of small-business automation and its strong focus on service-based use cases. HubSpot offers a broader ecosystem, more native integrations, and a popular free tier, which can make it more appealing to startups and teams that want a freemium on-ramp or enterprise-grade extensibility. ActiveCampaign often undercuts Keap on price for email-first automation. Keap, however, stands out for combining CRM, marketing, sales, appointments, SMS, and payments with guided implementation, making it a strong fit for entrepreneurs and SMBs that are willing to invest in onboarding to get a comprehensive automation engine rather than piecing together separate tools.
Tool research is the easy part. Someone still has to build the lists, write the copy, make the calls, and book the meetings.
Frequently asked about Keap
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