HubSpot CRM vs Keap: The Complete 2026 Comparison
Choosing between HubSpot CRM and Keap for crm? This in-depth comparison breaks down pricing, features, user ratings, integrations, and real-world use cases to help you make the right decision. Both tools serve the crm category, but they take distinctly different approaches to helping teams get work done.
Founded in 2006, HubSpot CRM is a free, full-featured CRM platform that scales from startups to enterprises. Meanwhile, Keap was founded in 2001. Keap (formerly Infusionsoft) is a CRM and marketing automation platform built for small businesses and solopreneurs. Let us dive into how they stack up across every dimension that matters.
Quick Verdict
HubSpot CRM edges ahead with a G2 rating of 4.4/5 (based on 11,800 reviews) versus Keap's 4.2/5 (1,500 reviews). However, Keap holds its own with 12 key features and competitive pricing starting at $249/month (2 users). If budget is your top priority, HubSpot CRM ($90/month (Starter) at the pro tier) is the more affordable option.
At-a-Glance: HubSpot CRM vs Keap
Before we dive into the details, here is a high-level overview of how HubSpot CRM and Keap compare across the key criteria most teams care about when evaluating crm software.
| Criteria | HubSpot CRM | Keap |
|---|---|---|
| G2 Rating | 4.4/5 (11,800 reviews) | 4.2/5 (1,500 reviews) |
| Free Plan | Free (unlimited users) | $249/month (2 users) |
| Pro Pricing | $90/month (Starter) | $249/month (Ignite) |
| Enterprise | $150/month (Professional) | $329/month (Grow) |
| Founded | 2006 | 2001 |
| Key Features | 12 features | 12 features |
| Integrations | 10+ integrations | 10+ integrations |
| Category | CRM | CRM |
| Website | www.hubspot.com/products/crm | keap.com |
About HubSpot CRM
HubSpot CRM is a free, full-featured CRM platform that scales from startups to enterprises. It combines contact management, deal tracking, email automation, and reporting in a unified platform with a generous free tier. Founded in 2006, HubSpot CRM has built a reputation in the crm space, earning a 4.4/5 rating on G2 from 11,800 verified user reviews. The platform offers 12 distinct features and integrates with 10+ third-party tools.
HubSpot CRM's core strengths include Contact management, Deal pipeline, Email tracking, Meeting scheduler, Live chat. Teams that choose HubSpot CRM typically value its approach to Contact management and Deal pipeline, which sets it apart in the crowded crm landscape.
About Keap
Keap (formerly Infusionsoft) is a CRM and marketing automation platform built for small businesses and solopreneurs. It combines contact management, email marketing, payments, and appointments in one platform to help small businesses automate their growth. Since its founding in 2001, Keap has grown to serve teams worldwide, achieving a 4.2/5 G2 rating from 1,500 reviews. The platform provides 12 key features and supports 10+ integrations.
Keap's standout capabilities include CRM and contact management, Marketing automation, Sales pipeline, Email marketing, Appointments scheduling. Teams gravitating toward Keap often prioritize CRM and contact management and Marketing automation, making it a strong fit for organizations that need these specific capabilities.
Pricing Breakdown: HubSpot CRM vs Keap
Pricing is often the deciding factor when choosing crm software. Here is how HubSpot CRM and Keap stack up across their pricing tiers. Note that both tools may offer annual billing discounts, and prices shown are for monthly billing as of 2026.
| Plan | HubSpot CRM | Keap |
|---|---|---|
| Starter / Free | Free (unlimited users) | $249/month (2 users) |
| Pro / Business | $90/month (Starter) | $249/month (Ignite) |
| Enterprise | $150/month (Professional) | $329/month (Grow) |
Pricing verdict: HubSpot CRM is the more budget-friendly option at the pro tier, costing $90/month (Starter) compared to $249/month (Ignite) for Keap. However, pricing alone should not drive your decision -- consider the total value each platform delivers relative to its cost. A tool that costs more but saves your team hours each week may actually be the more economical choice in the long run.
Keep in mind that both tools offer free plans or trials, so you can test each platform before committing. For teams of 10 or fewer, both HubSpot CRM and Keap provide functional free tiers that let you evaluate the core experience without spending anything.
Feature Comparison: HubSpot CRM vs Keap
Feature availability can make or break your team's productivity. Below is a detailed comparison of every feature offered by either HubSpot CRM or Keap. This checklist covers 24 features across both platforms, giving you a comprehensive view of what each tool brings to the table.
| Feature | HubSpot CRM | Keap |
|---|---|---|
| Appointments scheduling | No | Yes |
| Automated follow-ups | No | Yes |
| CRM and contact management | No | Yes |
| Calling | Yes | No |
| Contact management | Yes | No |
| Custom properties | Yes | No |
| Deal pipeline | Yes | No |
| Document tracking | Yes | No |
| E-commerce | No | Yes |
| Email marketing | No | Yes |
| Email templates | Yes | No |
| Email tracking | Yes | No |
| Invoicing and payments | No | Yes |
| Landing pages | No | Yes |
| Lead scoring | No | Yes |
| Live chat | Yes | No |
| Marketing automation | No | Yes |
| Meeting scheduler | Yes | No |
| Reporting | No | Yes |
| Reporting dashboards | Yes | No |
| Sales pipeline | No | Yes |
| Task management | Yes | No |
| Text marketing | No | Yes |
| Workflow automation | Yes | No |
HubSpot CRM offers 12 features while Keap provides 12. The features unique to HubSpot CRM include Contact management, Deal pipeline, Email tracking. Keap's unique features include CRM and contact management, Marketing automation, Sales pipeline.
Integrations: HubSpot CRM vs Keap
In today's software landscape, no tool exists in isolation. The integrations a crm tool supports determine how well it fits into your existing tech stack. Here is how HubSpot CRM and Keap compare in terms of third-party integrations.
Shared integrations (5): Gmail, Outlook, Shopify, WordPress, Zapier. Both tools connect to these popular platforms, so if these are your critical integrations, neither tool has an advantage.
Unique to HubSpot CRM: Slack, Salesforce, Mailchimp, Zoom, Google Ads.
Unique to Keap: QuickBooks, PayPal, Stripe, Leadpages, Calendly.
Both platforms support Zapier or similar automation tools, which means you can build custom integrations even if a native connection is not available. When evaluating integrations, focus on the ones your team uses daily rather than the total count.
User Ratings and Community Sentiment
Real user reviews provide invaluable insight beyond feature lists. Here is how the community has rated HubSpot CRM and Keap on G2, one of the most trusted software review platforms.
| Metric | HubSpot CRM | Keap |
|---|---|---|
| G2 Rating | 4.4/5 | 4.2/5 |
| Total Reviews | 11,800 | 1,500 |
| Years on Market | 20 years (since 2006) | 25 years (since 2001) |
HubSpot CRM leads with a 4.4/5 G2 rating compared to Keap's 4.2/5. The 0.2-point gap is meaningful given that both tools have thousands of reviews. HubSpot CRM's rating is based on 11,800 reviews, providing strong statistical confidence in the score.
Which Tool Should You Pick? Use-Case Verdicts
The best crm tool is not universal -- it depends on your team size, budget, workflow requirements, and existing tech stack. Here are our recommendations for three common scenarios that cover most teams evaluating HubSpot CRM and Keap.
Scenario 1: Small Teams and Startups (Under 20 People)
For small teams on a budget, HubSpot CRM offers a more affordable entry point with its Free (unlimited users) free tier. Keap may be easier to adopt quickly due to its more focused feature set, reducing onboarding time. However, HubSpot CRM offers more room to grow as your team scales, with 12 features compared to 12.
Our pick: Keap -- Faster setup and lower complexity for small teams.
Scenario 2: Mid-Size Companies (20-200 People)
Mid-size teams need robust crm with good reporting and integrations. HubSpot CRM offers integrations with Gmail, Outlook, Slack, Salesforce, while Keap connects to Gmail, Outlook, QuickBooks, Zapier. For cross-functional teams, Keap provides stronger customization options. Both tools handle enterprise-grade workloads, but the HubSpot CRM's higher G2 rating (4.4/5 from 11,800 reviews) suggests better overall satisfaction at scale.
Our pick: HubSpot CRM -- Higher G2 rating (4.4/5) and stronger user satisfaction.
Scenario 3: Enterprise and Software Development Teams
At the enterprise level, integration depth, security, and workflow customization matter most. HubSpot CRM's enterprise plan ($150/month (Professional)) is more cost-effective compared to Keap ($329/month (Grow)). For development teams specifically, look at Git integrations: .
Our pick: HubSpot CRM -- More extensive user base providing better community support and proven reliability.
Final Recommendation: HubSpot CRM vs Keap
After analyzing pricing, features, ratings, integrations, and real-world use cases, here is our bottom line on the HubSpot CRM vs Keap decision.
Choose HubSpot CRM if: You want Contact management, Deal pipeline, Email tracking, and your team values a focused tool that does fewer things well. HubSpot CRM's Free (unlimited users) entry point makes it accessible to try, and its 10+ integrations ensure it fits into most tech stacks. Despite being newer (founded 2006), HubSpot CRM has proven itself with 11,800 G2 reviews.
Choose Keap if: You prioritize CRM and contact management, Marketing automation, Sales pipeline, and your team needs a streamlined tool without unnecessary complexity. At $249/month (Ignite) per user per month (pro tier), Keap delivers strong value for its price point. Keap's 25-year track record speaks to its reliability and staying power.
Whichever tool you choose, we recommend starting with the free plan or trial to evaluate how it works with your specific team's workflow. Run a two-week pilot with a small project before making a company-wide commitment. The right crm tool is the one your team will actually use consistently -- and that can only be determined through hands-on experience.
Switching Between HubSpot CRM and Keap
If you are currently using one tool and considering switching to the other, here are some tips to make the migration smoother. Most crm tools support data export in CSV or JSON formats, and both HubSpot CRM and Keap offer import functionality.
Start by exporting your current projects, tasks, and custom fields. Map your existing workflow to the new tool's structure before migrating data. Plan for a 2-4 week transition period where both tools run in parallel, and designate team champions to help with adoption. Consider using a third-party migration service if you have complex data structures or a large number of projects to transfer.
Frequently Asked Questions
Is HubSpot CRM better than Keap?
HubSpot CRM has a higher G2 rating (4.4/5 vs 4.2/5 from 11,800 reviews), but the best tool depends on your needs. HubSpot CRM stands out for Contact management, Deal pipeline, Email tracking, while Keap excels at CRM and contact management, Marketing automation, Sales pipeline.
How much does HubSpot CRM cost compared to Keap?
HubSpot CRM's pro plan costs $90/month (Starter) while Keap's pro plan costs $249/month (Ignite). HubSpot CRM starts at Free (unlimited users) and Keap starts at $249/month (2 users). Enterprise pricing is $150/month (Professional) for HubSpot CRM and $329/month (Grow) for Keap.
Can HubSpot CRM and Keap integrate with each other?
While direct integration varies, both HubSpot CRM and Keap connect to common platforms including Gmail, Outlook, Shopify, WordPress, Zapier. Third-party tools like Zapier can bridge any gaps between the two.
Which tool is easier to learn, HubSpot CRM or Keap?
HubSpot CRM (founded 2006) and Keap (founded 2001) take different approaches to usability. HubSpot CRM generally has a simpler learning curve with fewer features to master, while Keap offers more features but may take longer to fully adopt.
What are the main differences between HubSpot CRM and Keap?
The key differences are: (1) Pricing -- HubSpot CRM starts at Free (unlimited users) vs Keap at $249/month (2 users). (2) G2 ratings -- HubSpot CRM has 4.4/5 vs Keap at 4.2/5. (3) Features -- HubSpot CRM focuses on Contact management, Deal pipeline, Email tracking, while Keap emphasizes CRM and contact management, Marketing automation, Sales pipeline. (4) Founded -- HubSpot CRM (2006) vs Keap (2001).
How We Compared HubSpot CRM and Keap
This comparison is based on publicly available data including G2 user ratings and review counts, official pricing pages, published feature lists, and integration directories. Ratings and pricing data are approximate and were last verified in 2026. We encourage readers to check each tool's official website for the most current information, as pricing and features may change.
Our analysis covers pricing (free, pro, and enterprise tiers), features (24 features compared), integrations (20 total across both tools), user ratings (combined 13,300 G2 reviews), and use-case suitability (small teams, mid-size companies, and enterprises). We aim to provide objective, data-driven comparisons to help you make informed decisions.
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