HubSpot vs Keap
HubSpot and Keap are two of the crm & sales tools people compare most — but they're built for different users. HubSpot has a free plan (paid from $9 USD/seat/mo) and is best for growing teams that want one platform to scale into, while Keap starts at $249 USD/mo and suits small businesses needing crm + sales automation + invoicing.
The main trade-offs: HubSpot covers more of the features we track (7 of 10 vs 6), HubSpot is cheaper to start, HubSpot is easier to learn. Weighing it all up, HubSpot is the better fit for most people — with Keap pulling ahead for small businesses needing crm + sales automation + invoicing.
HubSpot
★★★★★★★★★★4.513,995+ reviews · G2Enterprise-grade CRM with a free tier that scales into a full marketing suite.
USD/seat/mo
Keap
★★★★★★★★★★4.21,297+ reviews · CapterraCRM + automation for small businesses, strong at customer follow-up.
USD/mo
For most people, HubSpot is the better choice — but Keap wins for specific needs.
Key differences
- HubSpot is cheaper to start ($9 USD/seat/mo vs $249 USD/mo).
- HubSpot is notably stronger on ease of use (8.4 vs 7.2).
- HubSpot covers more of the tracked features (7 vs 6).
Full comparison
The winning option in each row is highlighted in green.
| Criteria | HubSpot | Keap |
|---|---|---|
| Overall rating | ★★★★★★★★★★4.5 | ★★★★★★★★★★4.2 |
| Starting price | $9 USD/seat/mo | $249 USD/mo |
| Free trial | 14 days | 14 days |
| Integrations | 1500+ in the App Marketplace | Zapier + native |
| Affiliate commission | Up to 30% (partner program) | 20% recurring |
| Best for | Growing teams that want one platform to scale into | Small businesses needing CRM + sales automation + invoicing |
| Ease of use | 8.4 | 7.2 |
| Value for money | 7.1 | 6.8 |
| Features | 9.4 | 8.3 |
| Support | 8.8 | 8.0 |
| CRM | ✓ Yes | ✓ Yes |
| Email Marketing | ✓ Yes | ✓ Yes |
| Funnel / Landing Builder | ✓ Yes | — No |
| Automation / Workflow | ✓ Yes | ✓ Yes |
| SMS Marketing | ✓ Yes | ✓ Yes |
| Booking / Scheduling | ✓ Yes | ✓ Yes |
| Membership / Courses | — No | — No |
| Built-in Affiliate Program | — No | — No |
| White-label | — No | — No |
| Mobile App | ✓ Yes | ✓ Yes |
Pricing plans
The main paid tiers for each tool (billed annually where applicable).
HubSpot
✅ Verified from the vendor's pricing page · checked June 2026. View official pricing →
Keap
Pricing as reported · checked June 2026. View official pricing →
Pros & cons
HubSpot
- Excellent free CRM with no contact limit
- Deep, well-designed feature set across sales & marketing
- Massive integration marketplace and support
- Paid tiers become expensive quickly
- Add-ons and seats can balloon the bill
Keap
- Solid CRM and sales pipeline
- Behavior-based automation
- Built-in invoicing and payments
- High starting price
- Weak funnel/landing builder
Which one should you pick?
Choose HubSpot if…
Best for growing teams that want one platform to scale into. A polished, powerful CRM with the best free starting point — but paid hubs get expensive fast. Ideal if you expect to grow into the full suite.
Choose Keap if…
Best for small businesses needing crm + sales automation + invoicing. A capable CRM-plus-automation for service businesses that live in their customer list. The high entry price and weak funnels hold it back from a top spot.
Frequently asked questions
Is HubSpot or Keap better?
Overall we lean toward HubSpot for most users, but Keap is the better fit for small businesses needing crm + sales automation + invoicing.
Which is cheaper, HubSpot or Keap?
HubSpot is cheaper to start at $9 USD/seat/mo, compared with $249 USD/mo for Keap.
Which is easier to use for beginners?
HubSpot scores higher on ease of use (8.4/10), making it the friendlier choice if you're just getting started.
Can I try HubSpot and Keap before paying?
HubSpot: 14 days. Keap: 14 days. We recommend trialling your top pick before committing.
Does HubSpot or Keap have a free plan?
HubSpot has a free plan, making it the lower-risk way to start. The other relies on a time-limited free trial rather than a permanent free tier.
Which is better value for money, HubSpot or Keap?
HubSpot scores higher on value in our review (7.1/10) — it gives you more for what you pay. Weigh that against the features you'll actually use.
Is the HubSpot free CRM really free?
Yes, the core CRM is free with unlimited contacts. Costs appear when you add Marketing, Sales or Service Hub features.
Who is Keap best for?
Established small businesses that want CRM, automation and invoicing together and can justify the higher entry price.
The bottom line
For most people weighing up HubSpot vs Keap, HubSpot is the stronger all-round pick — best for growing teams that want one platform to scale into, and backed by a 4.5/5 rating. Go with Keap instead for small businesses needing crm + sales automation + invoicing. Best of all you can start free with HubSpot and see if it fits before paying a cent.