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HubSpot vs Keap

Side-by-side comparison of HubSpot and Keap to help you choose the right marketing automation tool.

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Our Recommendation

HubSpot wins for most teams

Based on more accessible pricing and a free tier. See the full breakdown below.

Choose HubSpot if…

  • ✓ You need inbound marketing teams capabilities
  • ✓ Your team prefers intermediate complexity tools
  • ✓ Pricing model: freemium — Free

Choose Keap if…

  • ✓ You need small businesses capabilities
  • ✓ Your team prefers intermediate complexity tools
  • ✓ Pricing model: paid — From $299/mo

⚡ Quick Decision Guide

Your Situation Best Pick
Non-technical team getting started HubSpot
Best free / open-source option HubSpot
Teams needing more integrations HubSpot
Advanced / power users HubSpot
HubSpot logo

HubSpot

All-in-one CRM platform with powerful marketing automation built in.

Pricing
freemium
Starting price
Free
Keap logo

Keap

Designed for small businesses to automate lead capture and follow-up processes.

Pricing
paid
Starting price
From $299/mo

Feature Comparison

Feature HubSpot Keap
Category Marketing Automation Marketing Automation
Pricing model freemium paid
Starting price Free From $299/mo
Best for inbound marketing teams, B2B companies small businesses, coaches
Key features crm, email-marketing, lead-nurturing, inbound-marketing crm, small-business, lead-capture, client-lifecycle
Complexity intermediate intermediate

HubSpot — Key Features

Best for

inbound marketing teams, B2B companies, SMBs, growth-stage startups

Keap — Key Features

Best for

small businesses, coaches, consultants, service-based businesses

Decision Guide

Both tools fit marketing automation workflows, but the best choice depends on team size, budget, and feature depth.

Pricing + Fit Summary

HubSpot uses a freemium pricing model and starts at Free. Keap uses a paid pricing model and starts at From $299/mo. Choose HubSpot for inbound marketing teams and Keap for small businesses.

FAQ

Is HubSpot better than Keap?

It depends on your marketing automation needs. HubSpot is strong for inbound marketing teams, while Keap fits teams looking for small businesses.

Which is more affordable?

Compare pricing models and starting prices: HubSpot is freemium and Keap is paid. The best value depends on features you actually use.

Can I use both?

Some teams combine tools when integrations allow it, but most pick one primary platform for simplicity and cost control.

About HubSpot

HubSpot is a comprehensive CRM platform that includes a full suite of marketing automation tools covering email campaigns, lead nurturing workflows, landing pages, social media scheduling, and ad management. Its visual workflow builder allows marketers to automate contact lifecycle stages, segment audiences based on behaviour, and trigger personalised emails or internal notifications automatically. HubSpot's free tier offers a generous starting point, while paid tiers unlock A/B testing, advanced reporting, and multi-touch attribution. Its tight integration across marketing, sales, and service hubs makes it the go-to choice for inbound marketing teams.

About Keap

Keap (formerly Infusionsoft) is a CRM and marketing automation platform built specifically for small businesses and solopreneurs who need to automate their entire client lifecycle from first contact to repeat sale. Its campaign builder allows users to design automated sequences for lead capture, follow-up emails, appointment booking, invoice sending, and payment collection. Keap includes a built-in CRM, sales pipeline, landing pages, and a business phone line, making it a comprehensive all-in-one system for service-based businesses. Its automation templates cover common small business workflows out of the box, significantly reducing setup time. Keap is particularly popular with coaches, consultants, and home service businesses.

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