HubSpot vs Keap
Compare HubSpot and Keap on features, pricing, and buyer fit using the same researched criteria.
HubSpot
CRM platform with free core CRM plus Sales, Marketing, Service, and Content Hubs for growing teams.
Best for
- • Free CRM + Starter Customer Platform seats fit early teams; hub complexity is optional
- • Professional/Enterprise hubs and suite breadth scale with multi-team GTM
- • SSO, custom objects, field-level permissions, and Enterprise hub seats are documented
Starting from $15.00/user/mo
Free plan available
VS
Our verdict
There is no universal winner between HubSpot and Keap. Choose based on pipeline depth, automation, email and calling, reporting, and pricing trade-offs.
HubSpot is better for
- ✓ Pipeline management
- ✓ Reporting
- ✓ Customization
- ✓ Integrations
Keap is better for
- ✓ Ease of use
- ✓ Sales automation
- ✓ Email capabilities
- ✓ Administration
Choose HubSpot if: Free CRM + Starter Customer Platform seats fit early teams; hub complexity is optional
Choose Keap if: Core packaging and automation library target SMB operators
Keap
Best for
- • Core packaging and automation library target SMB operators
- • Email/SMS campaigns and automations are first-class
- • Built for small businesses that want CRM plus marketing automation, payments, and proven campaign automations in one platform.
Starting from $249.00/user/mo
No free plan
HubSpot vs Keap at a glance
Criterion-level leaders from verified research.
Scorecard preview
Criterion leaders based on verified research — open the Scorecard tab for evidence detail.
- Ease of useKeap
HubSpot
Keap
- Pipeline managementHubSpot
HubSpot
Keap
- Sales automationKeap
HubSpot
Keap
- Email capabilitiesKeap
HubSpot
Keap
- ReportingHubSpot
HubSpot
Keap
Which CRM is better for you?
Quick picks based on fit — not a universal ranking.
- → HubSpot
Best for pipeline management
HubSpot leads on pipeline management (8/10 vs 7/10) from approved SoftwareGlimpse editorial assessments — not hands-on lab testing.
- → HubSpot
Best for reporting
HubSpot leads on reporting (8/10 vs 7/10) from approved SoftwareGlimpse editorial assessments — not hands-on lab testing.
- → HubSpot
Best for customization
HubSpot leads on customization (8/10 vs 7/10) from approved SoftwareGlimpse editorial assessments — not hands-on lab testing.
- → Keap
Best for ease of use
Stronger coverage across mobile app, contact management. editorial scores are close (7/10 vs 7/10).
- → Keap
Best for sales automation
Keap leads on sales automation (8/10 vs 9/10) from approved SoftwareGlimpse editorial assessments — not hands-on lab testing.
- → Keap
Best for email capabilities
Stronger coverage across email sync, email tracking, email sequences, call functionality. editorial scores are close (8/10 vs 8/10).
The biggest differences
Where the products diverge most clearly on verified criteria.
Pipeline management
HubSpot winsHubSpot
HubSpot leads on pipeline management (8/10 vs 7/10) from approved SoftwareGlimpse editorial assessments — not hands-on lab testing.
Keap
Trails HubSpot on this criterion
Email capabilities
Keap winsHubSpot
Trails Keap on this criterion
Keap
Stronger coverage across email sync, email tracking, email sequences, call functionality. editorial scores are close (8/10 vs 8/10).
Sales automation
Keap winsHubSpot
Trails Keap on this criterion
Keap
Keap leads on sales automation (8/10 vs 9/10) from approved SoftwareGlimpse editorial assessments — not hands-on lab testing.
Reporting
HubSpot winsHubSpot
HubSpot leads on reporting (8/10 vs 7/10) from approved SoftwareGlimpse editorial assessments — not hands-on lab testing.
Keap
Trails HubSpot on this criterion
Value for money
HubSpot winsHubSpot
Better for value for money
Keap
Trails HubSpot on this criterion
Which should you choose?
Choose HubSpot if
- Free CRM + Starter Customer Platform seats fit early teams; hub complexity is optional
- Professional/Enterprise hubs and suite breadth scale with multi-team GTM
- SSO, custom objects, field-level permissions, and Enterprise hub seats are documented
Choose Keap if
- Core packaging and automation library target SMB operators
- Email/SMS campaigns and automations are first-class
- Built for small businesses that want CRM plus marketing automation, payments, and proven campaign automations in one platform.
Related comparisons
Alternatives to consider
Salesforce
Enterprise CRM platform for sales, service, marketing, and customer data across large and mid-market teams.
Pipedrive
Pipeline-first sales CRM for visual deal management, activity-based selling, and growing sales teams.
Freshsales
Freshworks sales CRM for lead management and pipeline workflows.
Dynamics 365
Microsoft Dynamics 365 Sales CRM for pipeline management, forecasting, and Microsoft 365 / Copilot workflows.
How we compare
A short look at the comparison process. Full methodology
1
Collect
Collect official product information, pricing, and product evidence.
2
Normalize
Map evidence to the same category evaluation criteria for both products.
3
Compare
Evaluate both products against identical criteria — ties and depends are allowed.
4
Explain
Show why each product wins, loses, or ties, with evidence behind the outcome.
Still deciding between HubSpot and Keap?
Use Find My CRM for a shortlist matched to your priorities, or build another side-by-side comparison.
- Independent criterion outcomes
- No invented scores or prices
- Affiliate links never change winners
Some visit links may be affiliate links — we may earn a commission at no extra cost to you. Comparison outcomes are never based on commission.