Comparison · 2026

HubSpot vs Keap

Keap is the right call for owner-operated small businesses under 10 users, transactional pipelines, and built-in invoicing. HubSpot is the right call the moment you have a sales team, a marketing motion, or any intent to scale past founder-mode.

Keap (Infusionsoft) was a force in the early SMB CRM era. The product is solid for its audience, but the audience is narrow.

Most teams we migrate off Keap moved because they hired their second salesperson or hit a marketing wall.

Migrate from Keap to HubSpot Talk to a senior consultant

Feature comparison

Side by side, plain English.

No vendor speak. The features that matter to a revenue team, with our honest read on each.

Feature

HubSpot

Keap

INSIDEA take

Ideal company size

Solo founder to public company. Scales with you.

1 to 10 user SMBs. Tightens past that.

If you might be 20 people in two years, do not buy Keap.

Built-in invoicing and payments

Commerce Hub for payments. Strong but separate from invoicing motion.

Native invoices, payment plans, subscriptions baked in.

Keap wins for coaches, consultants, and service businesses that bill clients directly.

Marketing automation

Best-in-class. Marketing Hub Pro and Enterprise cover sophisticated B2B journeys.

Solid for SMB drip campaigns and triggered emails. Caps at moderate complexity.

HubSpot wins clearly for anything beyond basic email sequences.

Sales workflow depth

Sequences, playbooks, custom reports, forecasting, multiple pipelines.

Pipelines exist but the product is marketing-first. Sales feels secondary.

Hire your first AE? You'll outgrow Keap quickly.

Integrations

1,500+ apps including all major B2B tools.

Smaller ecosystem. Solid for accounting/payment integrations.

HubSpot wins on stack depth.

Breeze across CRM. Content, agent automation, scoring.

AI is light. Some email assist features.

HubSpot is ahead.

Pricing for solo founders

Starter from $20/seat/mo. Lower entry than ever.

Keap Pro from $199/mo (2 users). Higher floor.

HubSpot Starter is now viable for solo founders and consultants.

Pricing

What it costs, ballpark.

Public list prices. Negotiated discounts and partner pricing apply on real engagements. Talk to us before signing for either platform.

HubSpot

Starter CRM$20/seat/mo
Solo founder, light marketing, 1,000 contacts.
Sales Hub Pro$90/seat/mo
5 seat minimum. Real sales motion.
Marketing Hub Pro$890/mo
10K contacts, full automation, A/B testing.

Keap

Keap Pro$199/mo
2 users, 1,500 contacts. Sales pipeline + automation.
Keap Max$289/mo
3 users, 2,500 contacts. Adds e-commerce, advanced automation.
Keap Max Classic (Infusionsoft)$229+/mo
Legacy product, still supported for existing customers.

The honest verdict

When to choose what.

Choose HubSpot when

You have a sales team, or you'll have one in the next 12 months.
Marketing is going to be a real motion, not just nurture emails.
You want a CRM that scales without re-platforming in two years.

Choose Keap when

You're a solo coach, consultant, or local service business, billing clients directly.
You need native invoicing and payment plans more than marketing depth.
You are committed to staying under 10 users and want the cheapest viable suite.

Questions teams ask

FAQ.

How long does Keap to HubSpot take?

20 to 40 days for most SMB migrations. Contacts, automations, tags, and tracked engagement carry over. Invoicing/payments do not auto-migrate; we recommend keeping Stripe or moving to HubSpot Commerce Hub.

Does HubSpot do native invoicing?

Yes, via Commerce Hub. Less built-in than Keap for subscription billing, but covers most service-business needs.

Can we replace Keap with HubSpot Starter?

If you're a solo founder with light marketing, yes. HubSpot Starter at $20/seat is meaningfully cheaper than Keap Pro at $199/mo.

What about Mailchimp?

If marketing is the only motion, see our HubSpot vs Mailchimp comparison. Keap is more CRM-flavored than Mailchimp.

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Decided? We'll handle the rest.

World's #1 rated Elite HubSpot Partner. We've migrated 1,500+ businesses across HubSpot, Salesforce, Pipedrive, Zoho, and Monday. Senior consultants on every engagement.

Plan your migration to HubSpot Book a 30-minute call