HubSpot CRM vs Keap
CRM pricing comparison · 2026 · Updated March 2026
HubSpot CRM pricing ranges from $0–$150/user/month, while Keap ranges from $299–$299/month. HubSpot CRM is typically 80% more affordable, though your actual cost depends on tier and team size.
HubSpot and Keap both serve small business CRM needs, but with very different pricing models and automation philosophies. HubSpot's free CRM is genuinely powerful for basic contact and deal management, and paid tiers add email marketing, automation, and sequences. Keap (formerly Infusionsoft) is a flat $299/month subscription that bundles CRM, email marketing, automation, appointments, invoicing, and payments into one platform.
Keap's all-in-one approach is either a strength or a weakness depending on your needs. For small businesses running complex client onboarding workflows, Keap's automation builder is among the most capable available. For teams that just need contact management and a pipeline, HubSpot's free tier covers the basics without a $299/month commitment.
Plan-by-Plan Pricing
| Plan | HubSpot CRM | Keap |
|---|---|---|
| Free | Free /user/month | $299 /month |
| Starter | $20 /seat/month | — |
| Professional | $100 /seat/month | — |
| Enterprise | $150 /seat/month | — |
Cost at Scale
Total cost of ownership — licenses, implementation, and hidden costs included.
HubSpot CRM
6 scenariosKeap
9 scenariosMarket Intelligence
HubSpot CRM
- Median annual cost
- $26,275
- Average negotiated discount
- 18%
- Based on
- 804 deals
Keap
- Median annual cost
- $1,182
- Based on
- 66 deals
Contract Terms
| Term | HubSpot CRM | Keap |
|---|---|---|
| Auto-renewal | Yes | Yes |
| Cancellation | Must provide notice before annual renewal; difficult to cancel mid-contract | 10 days before renewal |
| Minimum commitment | 1 year | 1 month |
| Price escalation | — | Documented price increases of 70% over 12-15 months without prior notification. Multiple users report doubled pricing over 2 years. |
| Can downgrade | No | No |
Our Verdict
Choose HubSpot if: you want to start free and scale into paid features, prefer a modular approach (add CRM + Marketing + Sales tools as needed), or are a larger team where per-seat pricing at HubSpot's rates is competitive. HubSpot's ecosystem and integrations are unmatched in breadth.
Choose Keap if: you're a small service business running complex follow-up sequences and client onboarding workflows, want a single flat-rate subscription that includes email marketing and payments, and will actually use the advanced automation. At $299/month for unlimited users and contacts, Keap can be cheaper than HubSpot for large teams.
Bottom line: HubSpot is the default choice for most businesses — start free, upgrade what you need. Keap is worth the $299/month for service businesses running sophisticated automation who want everything in one place. Don't pay Keap's flat rate if you're only using 20% of the platform.
Frequently Asked Questions
01 Is HubSpot really free?
HubSpot's CRM is free with unlimited users, up to 1M contacts, and pipeline management. Paid upgrades (Marketing Hub, Sales Hub, Service Hub) start at $20/user/month and add automation, sequences, and advanced reporting. You can use HubSpot CRM free indefinitely — many small teams do.
02 What is Keap's pricing?
Keap's current pricing is approximately $299/month for their standard plan, which includes CRM, email marketing, automation, appointments, invoicing, and text messaging. This is a flat rate regardless of contact count (up to plan limits) — not per user. Prices may vary; check Keap's website for current rates.
03 Which has better email automation?
Keap's visual automation builder is more powerful for complex if/then workflows — triggered by form fills, purchases, tags, or dates. HubSpot's automation is excellent but can require higher-tier paid plans to match Keap's depth. For multi-step client onboarding sequences, Keap has an edge.
04 Can Keap handle e-commerce payments?
Yes. Keap includes a checkout and payment processing capability (via Stripe integration) for selling products and services. This makes it a common choice for service businesses and course creators who want CRM + payments in one tool. HubSpot Commerce is an add-on requiring separate setup.
05 Which is better for a growing team?
HubSpot scales better for teams because its per-user pricing and module system let you add tools as needed. Keap's flat-rate model becomes cost-efficient for larger teams but the platform itself is optimized for small operations. Once a company hits 50+ people with complex sales processes, HubSpot's breadth is typically more appropriate.