Keap

What is Keap?

Keap is the current brand of what was formerly Infusionsoft — a small business CRM and marketing automation platform that has been redesigned for simpler use while retaining powerful automation capabilities. It combines contact management, email and SMS campaigns, a visual automation builder, sales pipeline, appointment scheduling, and payment processing in one platform. Pricing is based on contact count and users rather than feature tiers.

Who is it for?

Keap targets small businesses with 1–25 employees — particularly service businesses, coaches, consultants, and e-commerce operators — that have outgrown basic email tools and need to automate lead follow-up, nurture sequences, and client onboarding without hiring a marketing team. It's best for businesses willing to invest time in setup to get serious automation returns.

Strengths

• Visual automation builder — drag-and-drop canvas with 52+ pre-built templates and AI-suggested "plays" for multi-step campaign setup.
• All-in-one scope — CRM, email, SMS, pipeline, payments, appointment booking, and landing pages in one platform.
• Contact segmentation — tag-based segmentation with behavioral triggers (email opens, clicks, purchases) for targeted follow-up.
• Built-in payments — invoice, quote, and payment processing natively within the platform.
• E-commerce features — order forms, shopping carts, and purchase fulfillment tracking for product-based businesses.

What to consider

• Starts at $249/mo (1,500 contacts, 2 users), which is expensive for early-stage businesses or solo operators.
• Mandatory $500 onboarding fee is required for all new customers, adding to upfront cost.
• Steep learning curve — the automation builder is powerful but takes real time to master; budget for setup and training.

Bottom line

Keap is a strong pick for small businesses ready to invest in serious marketing automation — if you need to systematically nurture leads, automate onboarding, and close deals without hiring additional staff. The price point rules it out for very small or bootstrapped teams, but for businesses generating enough revenue to justify it, the automation depth delivers real leverage.