# Keap

> Keap, formerly Infusionsoft, is an all-in-one CRM and marketing automation platform for small businesses that combines contact management, a visual campaign builder, email and text marketing, landing pages and forms, appointment booking, quotes and invoicing, and sales pipelines, priced from $299 per month for two users with a mandatory one-time implementation package on top.

- Category: Marketing Automation (https://saastracker.org/categories/marketing-automation)
- Website: https://keap.com
- Starting price: $299 per month for two users
- Free plan: No
- Free trial: 14-day free trial with no credit card required, limited to a maximum of 25 emails and with payment and text features restricted.
- Founded: 2001, HQ: Chandler, Arizona, United States, Ownership: Owned by Thryv Holdings (NASDAQ: THRY) since October 2024
- Profile last reviewed: 2026-08-22
- Canonical profile: https://saastracker.org/products/keap

## Overview

Keap is the oldest continuously operating small-business marketing automation platform of consequence. It launched in 2001 as Infusionsoft, spent a decade defining what a visual campaign builder looks like for a business with no marketing department, rebranded to Keap in 2019, and was acquired by Thryv Holdings in October 2024 for $80 million in cash. Thryv is a public company selling software to local service businesses, so the acquisition was a strategic fit rather than a rescue, but it did move Keap from independent vendor to product line inside a larger SMB portfolio.

The product's defining characteristic is that it takes the whole business, not just the marketing. A single Keap subscription runs the contact database, the campaign automation, the email and SMS sending, the booking calendar, the quotes, the invoices, the payment collection, and the sales pipeline. For a coach, consultant, agency, clinic, or home-services company, that means one place where a lead becomes a booked appointment becomes a paid invoice becomes a follow-up sequence. Nothing in the event-driven SaaS toolset does that, because it is not what those tools are for.

Keap is emphatically list-driven and tag-driven. The atomic unit is the contact record with tags attached, and the campaign builder is a canvas of goals, sequences, and decision diamonds that move contacts between tags. There is a REST API and a large marketplace, and you can push custom fields in, but there is no product event stream, no real-time segment recomputation, and no warehouse connector. Instrumenting your app to fire events at Keap is not a supported architecture and would be a strange thing to attempt.

The pricing is the honest sticking point. Keap starts at $299 per month for two users with an annual option billed at $2,988 per year, additional seats are $39 a month each, and every new customer is required to buy an implementation package that starts around $500. That is a first-month cost close to a thousand dollars before you have sent an email. Annual contracts also carry a $299 early termination fee. Keap has decided it would rather have fewer, better-onboarded customers than a cheap self-serve funnel, and the pricing is a deliberate filter.

## How it works

1. Contacts enter through Keap's own landing pages, forms, checkout pages, appointment bookings, or an import, and every one of them lives on a single record with tags, custom fields, notes, tasks, appointments, invoices, and message history attached.

2. Automation is drawn in the campaign builder, a canvas where you place goals (a form submitted, a tag applied, a purchase made, a page visited, an appointment booked) and connect them to sequences of emails, texts, delays, internal tasks, and field updates. A contact moves through the canvas by achieving goals, which is a genuinely different mental model from a linear drip and the reason Keap campaigns handle branching logic well.

3. Sending happens over Keap's own infrastructure with your domain authenticated. Text marketing runs through a dedicated business number included with the subscription at Tier 1 of 500 messages and 100 voice minutes a month, with higher tiers and per-message overages available.

4. The commercial layer closes the loop: quotes, invoices, subscriptions, and payment collection sit in the same product, so a campaign goal can be an actual payment rather than a click, and an unpaid invoice can trigger its own follow-up sequence. That is the capability that keeps service businesses on Keap despite the price.

## Best for

Established small service businesses doing between roughly $250,000 and $5 million a year, coaches, consultants, agencies, clinics, franchises, and home-services operators, who need lead capture, nurture, booking, invoicing, and payment collection in one system and can afford a real four-figure setup.

## Not the right fit for

- Anyone under $150,000 a year in revenue or pre-revenue; $299 a month plus a mandatory implementation package is a serious commitment and cheaper tools such as EngageBay do the same list-driven job for a tenth of it.
- Product-led SaaS teams; Keap has no product event ingestion, no real-time segmentation engine, and no warehouse sync, so the triggers modern lifecycle messaging depends on simply are not available.
- Buyers who want to sign up, pay by card, and start building the same afternoon; implementation services are mandatory and their price is negotiated rather than published, so there is a sales conversation in your future whether you wanted one or not.
- Ecommerce operations at scale; the commerce features are aimed at service invoicing rather than catalogue retail, and Klaviyo or Drip will outperform Keap on any Shopify-shaped problem.
- Design-led teams who care what their emails and landing pages look like; the builders are functional and elderly, and the output tends to look like it was made in 2016.

## Features

### Campaign automation

The goal-and-sequence canvas that Infusionsoft invented and that still holds up.

- **Visual campaign builder**: A canvas of goals, sequences, and decision points rather than a linear flow. Contacts advance by achieving goals, which makes branching, re-entry, and multiple simultaneous paths far more natural than in a step-list builder.
- **Goal-based exits**: A goal achieved elsewhere in the campaign pulls the contact out of the sequence they were in, which is the correct behaviour for a purchase or booking and something many cheaper builders handle badly or not at all.
- **Tag-driven segmentation**: Tags are the primary organising mechanism, applied and removed by automations, forms, purchases, and manual action, then used as campaign triggers and email filters.
- **Automation template library**: Prebuilt campaigns assembled over twenty years of working with small businesses, importable and editable, which removes the blank-canvas problem that stalls most automation projects.
- **Internal tasks and reminders**: Automations can create tasks for a human, which matters in businesses where the next step is a phone call rather than another email.
- **Lead scoring**: Engagement and profile-based scoring used to prioritise the pipeline and to gate campaign branches.

### Messaging channels

Email and business text messaging from one number, metered separately.

- **Email broadcasts and automations**: Broadcast sends, automated sequences, and one-to-one emails from inside the CRM, all logged on the contact record.
- **Dedicated business number**: A toll-free number included with the subscription that receives calls and texts, so a small business gets a real second line rather than staff using personal mobiles.
- **Text marketing tiers**: Tier 1 is included at 500 messages and 100 voice minutes a month. Higher tiers run $24, $39, $79, $139, and $279 a month for 1,000 up to 25,000 messages, with overages at $0.015 per message and $0.01 per voice minute. United States only.
- **Texts inside automations**: SMS steps sit alongside email steps in campaigns, so an appointment reminder or an abandoned-quote nudge can go to the channel people actually read.
- **Add-on message packs**: An optional 500-text add-on at $6 a month and an optional local number at $10 a month for businesses that want a local presence.

### Capture and booking

The front of the funnel, included rather than integrated.

- **Landing pages**: Template-based page builder with forms wired directly into the contact database and campaign goals.
- **Web forms and lead capture**: Embeddable and hosted forms that tag on submission, which is how most Keap campaigns start.
- **Appointment scheduling**: Booking pages with calendar sync where a confirmed appointment is itself a campaign goal, closing a gap most marketing platforms leave to a separate scheduling subscription.
- **Lead management and pipelines**: Kanban sales pipelines with stage-change automation, so the marketing and sales sides share one object model.

### Money and commerce

The feature set that genuinely differentiates Keap from every event-driven lifecycle tool.

- **Quotes and invoicing**: Create and send quotes and invoices from the contact record, with acceptance and payment as automation triggers.
- **Payment collection**: Card payments and recurring subscriptions collected inside the platform, so revenue events are first-class automation objects.
- **Automated payment follow-up**: Overdue invoices and failed payments trigger their own sequences without an integration or a spreadsheet.
- **Upsell and referral flows**: Post-purchase campaigns for upsells and review or referral requests, built on the same goal model.

### Platform, ecosystem, and administration

A twenty-year-old ecosystem is Keap's most underrated asset.

- **REST API**: Documented API covering contacts, tags, campaigns, orders, and subscriptions, with a developer programme and OAuth application registration.
- **App marketplace**: A large catalogue of integrations and third-party apps built specifically for Keap, a genuine advantage of platform age.
- **Certified partner network**: An established ecosystem of certified consultants and agencies who build Keap campaigns for a living, which is why the mandatory implementation package is less absurd than it first reads.
- **Mobile app**: iOS and Android apps for the CRM, calls, and texts, available in the United States, Australia, Canada, the United Kingdom, and New Zealand.
- **Reporting**: Campaign, pipeline, and revenue reporting tied to the same contact record, including revenue attribution back to the campaign that produced it.

## Use cases

- **Solo consultant with a booked-out calendar**: Enquiries arrive by email and referral, get chased manually, and half the follow-up never happens because the consultant is delivering work. Outcome: A form and booking page feed a goal-based campaign that nurtures, books, quotes, invoices, and chases payment automatically, with a task created only where a human is genuinely needed.
- **Home services company with field technicians**: Jobs are quoted in the field, invoices go out late, and nobody asks for the review that would drive the next job. Outcome: Quotes and invoices are sent from the mobile app, overdue payment triggers its own sequence, and a completed job fires a review request text from the business number.
- **Coaching or course business selling a programme**: A long nurture cycle with webinars, applications, and payment plans, currently spread across an email tool, a scheduler, a checkout, and a spreadsheet. Outcome: One campaign canvas handles the whole cycle including the payment plan, and a purchase goal pulls the contact out of the sales sequence the moment they buy.
- **Franchise network standardising local marketing**: Forty locations running inconsistent follow-up, with no head-office view of which leads converted. Outcome: Keap's franchise programme distributes a standard campaign template to every location while keeping reporting centralised, which is a use case the vendor now sells to explicitly.

## Pricing

Single plan priced by contact volume, including two user licences, with a mandatory one-time implementation package and separately metered text marketing tiers.

- **Keap**: $299 per month, starting price. 2 user licences included; CRM, campaign builder, email and text marketing; Landing pages, forms, and appointment booking; Quotes, invoices, and payment collection; Text marketing Tier 1 at 500 messages and 100 voice minutes. Price scales with the contact volume you select. An annual option is billed at $2,988 per year.
- **Additional users**: $39 per user per month. Full platform access per seat; Added through support or your customer success manager.
- **Implementation (mandatory)**: From about $500 one-time. Strategy consulting and automation setup; Data import and migration; Check-ins with a strategy manager; Up to two third-party tool integrations. Required for every new customer. Packages scale upward with complexity and the exact figure is quoted rather than published.

Add-ons:

- Text marketing Tier 2 ($24 per month): 1,000 messages and 300 voice minutes.
- Text marketing Tier 3 ($39 per month): 2,500 messages and 500 voice minutes.
- Text marketing Tier 4 ($79 per month): 5,000 messages and 800 voice minutes.
- Text marketing Tier 5 ($139 per month): 10,000 messages and 1,000 voice minutes.
- Text marketing Tier 6 ($279 per month): 25,000 messages and 2,000 voice minutes.
- Text message add-on ($6 per month): 500 additional texts.
- Local number ($10 per month): A local rather than toll-free business number.

Billing notes:

- Implementation services are mandatory for new customers, start around $500, and are not published as a fixed price, so the true first-month cost is roughly $800 to $1,800 rather than $299.
- Annual contracts carry a $299 early termination fee if cancelled before the twelve-month term ends, and cancellation must be initiated at least ten days before the renewal date.
- Two user licences are included; every seat after that is $39 a month, which adds up quickly in a business where admin staff also need access.
- Text overages are $0.015 per message and $0.01 per voice minute, and business texting is currently United States only.
- The base price scales with the number of contacts you select, so a growing list produces price increases that are not visible from the headline figure.

Value assessment: Judged as marketing automation alone, Keap is expensive: $299 a month plus a mandatory implementation package buys you a list-driven campaign builder that EngageBay approximates for $65 a seat and that Ortto beats on data capability. Judged as the operating system for a service business, the arithmetic changes, because Keap also replaces the scheduler, the quoting tool, the invoicing tool, and the payment follow-up spreadsheet, and the goal-based campaign model is genuinely better than most competitors at handling the branching a real sales process produces. The mandatory implementation fee is the part most buyers resent and the part that most reliably determines whether the subscription gets used. If you are going to buy Keap, buy it because you want the money side too. If you only want emails, this is the wrong invoice.

## Strengths

- The goal-based campaign canvas remains one of the best automation models for small businesses, handling branching, re-entry, and goal exits more gracefully than most step-list builders.
- Quotes, invoices, subscriptions, and payment collection are native, so revenue is a first-class automation trigger rather than something you infer from a webhook.
- Appointment booking and a dedicated business phone number are included, removing two subscriptions most small businesses otherwise carry.
- Twenty-plus years of accumulated campaign templates, a large app marketplace, and a certified partner ecosystem that can build the thing for you.
- Thryv ownership since 2024 gives a public-company parent, a combined base of more than 100,000 SaaS subscriptions, and a credible answer to the will-this-vendor-survive question.
- Support and success management are real, not a chatbot, which is a large part of what the price is buying.

## Limitations

- Mandatory implementation services with an unpublished price undermine the self-serve promise and put the true entry cost close to four figures.
- No product event stream, no real-time segmentation engine, and no warehouse or reverse ETL connector, so this is a dead end for product-led lifecycle messaging.
- The email and landing page builders are dated, and output quality is well behind Ortto, Drip, or Bento.
- Business texting is United States only, which quietly removes a headline feature for international buyers.
- Additional seats at $39 a month and contact-scaled base pricing mean the bill grows on two axes at once.
- The $299 early termination fee on annual contracts is an unfriendly term for a product sold to businesses whose circumstances change fast.
- The Thryv acquisition has moved Keap into a portfolio, and portfolio products historically receive less independent investment over time; watch the roadmap.

## Comparisons

- **Keap vs EngageBay**: EngageBay copies the same list-driven all-in-one shape for $64.99 per user per month with no mandatory implementation fee, and adds a helpdesk Keap does not have. Keap is deeper on automation logic, far better on quoting, invoicing, and payments, and comes with a partner ecosystem that will build your campaigns. Buy EngageBay if you will do the work yourself and price is the deciding factor; buy Keap if the money side of the business needs to live in the same system.
- **Keap vs HubSpot Marketing Hub**: Both charge a mandatory onboarding fee, but HubSpot's is $3,000 on Professional at $800 a month while Keap's starts around $500 on a $299 base. HubSpot is the better platform on reporting, integrations, and growth headroom, and it scales to a real marketing department. Keap is better for a business where the owner is the marketing department and invoices need chasing. The two rarely compete for the same buyer once you look past the category label.
- **Keap vs GetResponse**: GetResponse is a marketing platform, not a business platform: better email, better deliverability, webinars, and a $19-a-month entry price with no implementation fee, but no invoicing, no pipelines worth the name, and no business phone number. If you need to nurture a list, GetResponse costs a fifteenth of Keap and does it better. If you need to run the whole customer lifecycle including getting paid, GetResponse cannot.
- **Keap vs Drip**: Drip is ecommerce-native, built around Shopify and catalogue behaviour, with far better commerce data and much better looking email. Keap is service-business-native, built around appointments, quotes, and invoices. They share a category label and almost no overlap in fit. If you sell products, Drip. If you sell your time, Keap.
- **Keap vs Ortto**: Ortto brings a customer data platform, real event ingestion, and journey-based automation with a modern interface, from roughly $509 a month on its automation plan. Keap brings twenty years of small-business campaign patterns and the money layer. Ortto is the better choice for any team with product data worth acting on; Keap is the better choice for a service business that will never have one.

## Implementation

- Setup time: Two to six weeks realistically, and the mandatory implementation package exists precisely because self-directed Keap setups historically stalled. Data import, domain authentication, and the first campaign are the bulk of it.
- Learning curve: Moderate to steep. The goal-and-sequence model is powerful but genuinely unfamiliar if you have only used linear drip builders, and tag hygiene becomes a discipline you either establish early or regret. This is the main reason a certified partner ecosystem exists.
- Onboarding: Not optional. Every new customer buys an implementation package starting around $500 that covers strategy consulting, data import and migration of up to a stated number of hours, up to two third-party integrations, and scheduled check-ins with a strategy manager. A 14-day free trial is available first, capped at 25 emails.
- Migration: Contact and tag import is included in the implementation package, which is the single most useful thing about the mandatory fee. Campaigns do not migrate from other platforms and must be rebuilt on the goal canvas. Domain authentication with SPF, DKIM, and DMARC should be completed before any volume sending, and existing lists should be warmed rather than blasted on day one.

## Platform, API & security

- Platforms: Web application, iOS and Android apps (United States, Australia, Canada, United Kingdom, New Zealand), REST API, Hosted landing pages and forms
- API: Documented REST API with OAuth, covering contacts, tags, campaigns, orders, subscriptions, and appointments, plus a developer programme and a public app marketplace. No event streaming ingest and no warehouse connector.
- Compliance: GDPR tooling for consent and data requests, CAN-SPAM and TCPA-aligned messaging controls, PCI-handled payment processing through integrated providers
- Data residency: United States hosting; no advertised regional hosting choice.
- SSO: Not advertised as a self-serve feature on the published plan.
- Security notes: Payments are processed through integrated providers rather than handled directly, user access is managed through an admin account with individual logins, and the platform is now covered by Thryv Holdings as a public-company parent with the disclosure obligations that brings.

## Support

- Channels: Phone support, Email and chat support, Customer success manager, Certified partner network for paid implementation
- Documentation: Extensive help centre, Thryv Academy training, product update log, and a developer portal with API reference.
- Community: Long-running user community, a podcast, small business events, and an unusually large independent consultant ecosystem carried over from the Infusionsoft era.

## Company

- Founded: 2001
- Founders: Clate Mask, Scott Martineau
- Headquarters: Chandler, Arizona, United States
- Ownership: Owned by Thryv Holdings (NASDAQ: THRY) since October 2024
- Employees: Not separately disclosed since the Thryv acquisition
- Funding: Previously venture-backed, including a large growth round from Goldman Sachs in 2013; acquired by Thryv Holdings for $80 million in cash, closing 31 October 2024. Reported approximately $85 million of revenue in the twelve months to June 2024.

Funding history:

- Growth investment (2013): $54M. Led by Goldman Sachs, funding the Infusionsoft expansion.
- Acquisition (2024): $80M. Acquired by Thryv Holdings in cash, closing 31 October 2024.

Timeline:

- 2001: Founded in Arizona by Clate Mask and Scott Martineau as Infusionsoft, building sales and marketing automation for small businesses before the category had a name.
- 2013: Raises a $54 million growth round led by Goldman Sachs and scales the certified partner ecosystem that still defines how the product is implemented.
- 2019: Rebrands from Infusionsoft to Keap and launches a simplified product line aimed at smaller businesses intimidated by the original.
- 2022: Consolidates the product line back toward a single platform combining CRM, campaign automation, booking, quoting, invoicing, and payments.
- 2024: Acquired by Thryv Holdings for $80 million in cash, closing 31 October, joining a public-company SMB software portfolio with a combined base above 100,000 subscriptions.
- 2025: Adds business text marketing tiers with a dedicated number, franchise-focused packaging, and AI-assisted content tooling under Thryv ownership.

## Integrations

Keap app marketplace with several hundred listed apps, Zapier, QuickBooks and Xero, Stripe, PayPal, and WePay for payments, Gmail and Outlook, Google Calendar and Outlook Calendar, WordPress and Unbounce, Shopify and WooCommerce via third-party connectors, Zoom and webinar platforms via partner apps, REST API with OAuth for custom integrations

## FAQ

### What is Keap?

Keap, formerly Infusionsoft, is an all-in-one CRM and marketing automation platform for small businesses. It combines a contact database, a goal-based visual campaign builder, email and text marketing, landing pages and forms, appointment booking, quotes and invoices, payment collection, and sales pipelines in one subscription, and has been operating since 2001.

### How much does Keap really cost?

The published starting price is $299 per month including two user licences, with an annual option billed at $2,988 per year, and the base price scales with your contact volume. Every new customer must also buy an implementation package starting around $500, and additional seats are $39 a month. Realistically, budget $800 to $1,800 for month one and around $300 to $500 a month thereafter for a small team.

### Is Keap event-driven or list-driven?

Firmly list-driven and tag-driven. Contacts move through campaigns by achieving goals such as submitting a form, buying, or booking, and tags are the primary segmentation mechanism. There is no product event stream, no real-time recomputing segment engine, and no warehouse connector, so instrumenting a SaaS application to drive Keap campaigns is not a supported architecture.

### What does Keap cost at 5,000 contacts versus 50,000?

The base subscription scales by contact volume selected at purchase, starting at $299 a month, so a 5,000-contact account sits near the entry price while 50,000 contacts moves you well up the slider. Because Keap does not publish the full contact ladder, you have to configure it on the pricing page or ask, which is a fair criticism of the transparency. Text marketing is metered separately at up to $279 a month for 25,000 messages.

### Can a non-technical business owner run Keap without a developer?

Yes, and no developer is required at any point, because there is no instrumentation work to do. What is required is time to learn the goal-and-sequence model, which is genuinely unfamiliar if you have only used linear drip tools. This is exactly why implementation services are mandatory and why an ecosystem of certified partners exists to build campaigns for hire.

### Which channels does Keap cover and what costs extra?

Email is included in the subscription. Text marketing includes a dedicated toll-free business number with Tier 1 at 500 messages and 100 voice minutes a month, then $24, $39, $79, $139, and $279 a month for higher tiers up to 25,000 messages, with overages at $0.015 per text and $0.01 per voice minute. A local number is $10 a month. Business texting is United States only. There is no push notification or in-app channel.

### Who is responsible for deliverability on Keap?

Keap runs the sending infrastructure and you authenticate your own domain with SPF and DKIM during implementation. Keap actively polices list quality, historically more aggressively than most vendors, and has been known to review accounts sending to poorly sourced lists. You do not bring your own ESP, so you inherit shared-infrastructure reputation, which cuts both ways: less to manage, less control when something goes wrong.

### Does Keap offer self-hosting or warehouse sync?

Neither. Keap is cloud-only with no self-hosted option, and there is no Snowflake, BigQuery, or Redshift connector and no reverse ETL path. Data moves in and out through the REST API, CSV import and export, or a Zapier-style middleware. If warehouse-native marketing is a requirement, Keap is disqualified.

### Who owns Keap now?

Thryv Holdings, a publicly traded SMB software company, acquired Keap for $80 million in cash in a deal that closed on 31 October 2024. Keap reported approximately $85 million of revenue in the twelve months to June 2024 and continues to operate under its own brand within the Thryv portfolio.

### Should a five-person startup choose Keap?

Only if it is a services startup that bills clients. A five-person SaaS company should not: the entry cost is high, the implementation is mandatory, and the platform cannot act on product events at all. A five-person agency or consultancy that quotes, invoices, and books appointments is a much better fit, and even then the honest first step is to compare against EngageBay at a tenth of the price before committing to the setup fee.

## Editorial verdict

Keap is a serious product with an unfriendly front door. The goal-based campaign builder is still one of the best small-business automation models ever shipped, the native quoting, invoicing, and payment layer is something no event-driven lifecycle platform will ever match, and the partner ecosystem means you can hire someone who has built this exact campaign forty times. Against that: $299 a month, a mandatory implementation package with an unpublished price, a $299 early termination fee, dated builders, US-only texting, and zero capability to act on product events. Buy Keap if you run a service business where the money and the marketing should live in one system and you are prepared to invest properly in setup. Do not buy it as an email tool, and do not buy it for a SaaS product, because in both cases you would be paying a premium for the parts you cannot use.

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Source: SaaSTracker (https://saastracker.org), an independent editorial project. This profile is compiled from public information, carries no peer reviews or paid placement, and was last reviewed 2026-08-22. Awards are judged on published criteria: https://saastracker.org/methodology