Starting an online business can feel overwhelming, especially with so many different tools available. Having personally used Keap (formerly Infusionsoft) for more than five years, I’ve seen first-hand how it performs in real-world scenarios, where it shines, and where it might not be the right fit. Over the years, Keap has evolved from a simple contact management tool into a powerful all-in-one platform that combines CRM, marketing automation, and a wide range of business growth features.
In this detailed Keap review, I’ll walk you through what it does best, the areas where it could improve, and which businesses will get the most value from using it in 2025.
TLDR:
- Keap (formerly Infusionsoft) is an all-in-one CRM and marketing automation platform for small to midsize businesses.
- Combines contact management, email marketing, automation, sales pipeline tracking, invoicing, scheduling, and payments in one place.
- Best suited for established businesses with an active customer base and basic marketing experience.
- Offers strong automation tools to save time on repetitive tasks and improve lead nurturing.
- Pricing can be high for startups; not ideal for very large enterprises or companies needing deep customization.
- Core strengths include centralized customer data, unlimited email sends, and wide integration options.
- Alternatives include HubSpot, GoHighLevel, Pipedrive, Zoho CRM, Salesforce, and others.
- Comes with a 14-day free trial and occasional promotions like 50% off the first two months.
What is Keap?
Keap is essentially like having a digital business manager that never takes a break. At its core, it’s a CRM (Customer Relationship Management) tool, but it’s far more than just a contact database. Keap helps you organize your leads, track every interaction, automate follow-ups, send targeted marketing campaigns, process payments, and even schedule meetings.
Originally launched in 2004 as Infusionsoft, the platform initially focused on helping businesses keep track of leads and manage customer data. Over time, it expanded its capabilities to include marketing automation, sales pipelines, payment processing, and more. In 2019, Infusionsoft rebranded to Keap to reflect this broader scope.
Today, Keap’s mission is to simplify the process of running and growing a small or medium-sized business while giving entrepreneurs access to powerful, professional-grade tools. It’s especially helpful for businesses that want to:
- Keep all customer and lead data organized in one place.
- Automate sales and marketing processes so follow-ups never fall through the cracks.
- Use built-in tools for emails, landing pages, quotes, and scheduling without juggling multiple subscriptions.
Keap’s Core Features
Customer Relationship Management (CRM)
Keap’s CRM is the heart of the platform, storing every detail about your customers in one centralized hub. You can view a customer’s contact details, order history, communication history, and even notes from your team. It also allows you to assign tasks, set reminders, and integrate with your favorite apps so that nothing gets lost between systems.
Email Marketing
Keap offers a full-featured email marketing system with pre-designed templates you can customize to match your branding. You can segment your audience based on behavior, interests, or past purchases and create targeted campaigns for each group. Automated email sequences help you nurture leads without constantly sending manual follow-ups.
Landing Pages
You can create professional-looking landing pages without writing any code. While the landing page builder isn’t as advanced as some specialized tools, it’s still effective for creating lead capture pages, event sign-up forms, and special offer pages.
Marketing Automation
One of Keap’s biggest strengths is its ability to automate repetitive tasks. You can set triggers, such as a lead filling out a form, that automatically start workflows like sending emails, tagging contacts, or assigning tasks to sales reps. This ensures every prospect receives timely communication and moves smoothly through your sales process.
Messaging Contacts
For users in the United States, Keap includes built-in SMS messaging so you can send text reminders, promotions, or quick updates to customers directly from the platform.
Sales Pipeline
Keap includes a visual sales pipeline tool where you can track the progress of deals from initial contact to closing. You can move deals between stages with drag-and-drop ease and even set automation to trigger at certain points in the sales process, like sending a contract once a deal reaches the proposal stage.
Other Features
- Built-in payment processing so you can invoice and collect payments without leaving the platform.
- Appointment scheduling to avoid back-and-forth emails when setting meeting times.
- Quote and invoice creation tools to speed up the sales cycle.
- Reporting and analytics to measure campaign effectiveness and sales performance.
Pros of Using Keap
- The drag-and-drop editors for landing pages, email templates, and automation workflows make setup straightforward, even for those with little technical experience.
- Consolidating CRM, email marketing, and landing page tools into a single subscription can save businesses a significant amount of money each month.
- Seamless integration with popular platforms like Gmail, Outlook, BigCommerce, and ThriveCart ensures smooth data sharing between systems.
- Businesses with an existing customer base and consistent sales can use Keap’s tools to centralize operations and improve efficiency.
- Discounts are available for nonprofits, making the platform more accessible to organizations with limited budgets.
- Unlimited email sending allows businesses to maintain regular communication with their audiences without worrying about hitting a monthly cap.
- Automated workflows reduce repetitive administrative tasks, freeing up more time for higher-value work and direct client interaction.
- Built-in payment processing, quote creation, and invoicing tools simplify transactions and help close deals faster.
- Regular feature updates and improvements mean the platform is consistently evolving to meet user needs.
- Website marketing features, such as integrated forms and landing pages, make it easy to capture leads directly through your site without extra tools.
Cons of Using Keap
- The platform can feel overwhelming for brand-new businesses that are still figuring out their processes, especially without prior CRM or marketing automation experience.
- The landing page builder, while functional, lacks some of the more advanced customization options and funnel-building features found in specialized tools.
- Pricing can feel steep for smaller businesses or startups that aren’t yet generating consistent revenue.
- The learning curve can be challenging for beginners, requiring time and training to fully take advantage of all the features.
- Some businesses with very unique processes may find the platform doesn’t offer the deep customization needed for their workflows.
Who Should Use Keap?
Keap is a great fit for small to medium-sized businesses that want to grow sales while keeping operations organized. Service providers, consultants, and client-focused businesses will especially benefit from the CRM and automation features. Companies with at least 100 active contacts will find it easier to get a strong return on investment because Keap’s automation and email marketing tools are designed for scaling communication.
It’s also a strong choice for teams with some digital marketing experience who want to automate their sales process and focus more on serving clients instead of managing admin work.
Who Should Avoid Keap?
If you’re a brand-new startup working with a minimal budget, Keap’s pricing may feel too high, especially compared to more beginner-friendly CRMs. Large enterprises managing massive databases may also find the cost-per-contact impractical. Businesses that require extremely deep customization or advanced analytics beyond campaign performance might be better served by a more specialized solution.
Keap Pricing in 2025
Keap offers a 14-day free trial with no credit card required, making it easy to test the platform before committing. Paid plans vary depending on the features you need and the size of your contact list. From time to time, there are seasonal deals, for example, promotions offering up to 50% off for the first two months.
While the pricing is competitive for established small and midsize businesses, it can feel high for startups without steady revenue. That being said, the value you get from combining CRM, marketing automation, payment processing, and scheduling into one platform can more than justify the cost for the right business.
Conclusion
Keap continues to stand out as one of the most reliable CRM and automation platforms for small and medium-sized businesses. Its ability to centralize customer data, automate key sales and marketing processes, and integrate with a wide range of tools makes it a valuable asset for companies looking to work more efficiently.
While it’s not the perfect fit for everyone, particularly brand-new startups or massive enterprises, it offers excellent value for businesses in the middle ground. If you already have a lead generation process, an engaged contact list, and a desire to spend less time on repetitive tasks, Keap has the potential to become the backbone of your business operations.
Keap’s Best Alternatives
HubSpot
HubSpot Provides a free CRM along with tools for live chat, prospect tracking, and customer engagement. It’s an excellent starting point for new businesses, though costs can rise significantly for larger teams as more advanced features are added.
GoHighLevel
GoHighLevel fully loaded CRM and marketing automation platform created specifically for agencies and marketing professionals. It offers advanced automation tools, white-label capabilities, and support for unlimited users. I’ve put together a detailed “Keap vs GoHighLevel” comparison that can help you decide which platform is a better fit for your needs.
Pipedrive
Pipedrive is sales-focused CRM designed for simplicity and mobile use. It emphasizes sales pipeline customization, visual deal tracking, and clear contact timelines for an organized sales process.
Zoho CRM
A versatile CRM offering tools for lead management, in-depth contact insights, and team collaboration, making it a suitable choice for organizations of all sizes and industries.
Salesforce
One of the most comprehensive CRM systems available, offering an extensive range of features and integrations. While incredibly powerful, it may be cost-prohibitive for smaller businesses.
ActiveCampaign
A CRM that blends automation and contact management with tools for scheduling meetings and tracking deals. It’s also optimized for mobile use, making it convenient for teams on the go.
Freshworks
An AI-powered CRM that combines sales and marketing automation features, designed to streamline lead capture, follow-ups, and customer engagement.
Agile CRM
A user-friendly platform covering sales, marketing, and service operations. It’s particularly well-suited for small to mid-sized companies looking for an affordable all-in-one option.
Ontraport
A business management platform that integrates CRM, marketing automation, and pipeline tracking. It focuses on helping teams capture leads, nurture them, and close deals efficiently.
FAQs
Is Infusionsoft the same as Keap?
Yes. Infusionsoft was rebranded to Keap as part of the company’s effort to modernize its brand and product offerings. The core functionality remains, but it’s now marketed and supported under the Keap name.
Is there a free version of Keap?
Keap doesn’t have a permanent free plan. However, it does offer a 14-day free trial that gives full access to its features so potential users can test the platform before subscribing.
Is Keap a good CRM?
Keap is widely regarded as a powerful CRM, especially for small and medium-sized businesses. It combines contact management, marketing automation, and sales tools into a single platform. Whether it’s the right choice depends on your business size, goals, and processes, but many users praise it for its depth of features and ability to streamline operations.
Conclusion
Keap CRM is an excellent option for businesses that want to automate their sales and marketing while reducing repetitive administrative tasks. It works particularly well for e-commerce stores, service providers, and sales teams needing a structured, personalized follow-up process. That said, solo entrepreneurs or very small startups may find the cost and feature set more than they currently need.
This platform benefits a wide range of users, from small companies and independent freelancers to growing mid-sized firms. By automating routine workflows, it allows owners and teams to focus on higher-value work instead of manual admin. With tools for customer relationship management, marketing campaigns, and sales tracking, Keap offers a complete business growth solution.
From my own experience, Keap has been a transformative tool. Before adopting it, I spent too much time juggling spreadsheets, following up manually, and keeping client details organized. Now, it automatically imports leads, organizes contacts, manages pipelines, sends targeted emails, schedules meetings, generates invoices, and handles follow-ups, all without me having to think about it.
Keap, formerly known as Infusionsoft, is trusted by many entrepreneurs, marketers, and online business owners for its balance of capability and ease of use. It’s a go-to choice for those who want powerful tools without stitching together multiple separate apps.
How I Can Help You?
I’m Muhammad Nouman, a Certified GoHighLevel Expert who helps businesses like yours cut through the noise, streamline operations, and turn more leads into loyal customers.
If you’ve been exploring Keap or other CRMs but aren’t sure which platform will truly move the needle for your business, I can help you map out the right strategy, and if GoHighLevel is the better fit, I’ll set up and customize the system so it works perfectly for your unique processes.
Whether you need full CRM migration, automation workflows, or sales funnel design, my goal is to save you time, increase your revenue, and simplify your tech stack.
Let’s talk about where you are now, where you want to go, and the smartest way to get there.
Book your free strategy session today
Affiliate Disclosure: If you choose to purchase through my link, I may earn a small commission at no additional cost to you. I recommend GoHighLevel alongside Keap because I’ve seen both deliver strong results for businesses wanting to automate and scale their sales efforts.
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