HighLevel
HighLevel, founded in 2018 and headquartered in Dallas, provides an AI-powered all-in-one marketing, sales, and CRM platform with white-label capability, primarily serving marketing agencies and the small and medium businesses they support across more than 60,000 agency customers worldwide.
- Company typePrivate
- Founded2018
- HeadquartersDallas, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
What HighLevel does
HighLevel is a privately held, Dallas-headquartered SaaS company founded in 2018 by Shaun Clark, Varun Vairavan, and Robin Alex that provides an AI-powered all-in-one business operating system for marketing agencies and the small and medium businesses they serve. The platform unifies CRM and pipeline management, multi-channel communications (SMS, email, Messenger, Instagram, WhatsApp, Google Business), appointment scheduling, funnel and landing page building, reputation management, voice calling, e-commerce, courses, payments, and workflow automation into a single product, with white-label capability that lets agencies rebrand and resell the platform under their own domain and mobile app. Core proprietary technology includes the AI Employee autonomous agent suite, Voice AI (with over 6.8 million AI calls facilitated), a visual workflow builder, a consolidated multi-channel inbox, and a community-driven Ideas Board that steers the product roadmap.
The company monetizes through tiered subscriptions ($97/month Starter, $297/month Unlimited, $497/month Unlimited Pro), usage-based surcharges for SMS, email, and voice (including 10DLC and international messaging), a 40% recurring affiliate commission program, and revenue shared through agency white-label resale. Go-to-market combines a product-led 14-day free trial, an affiliate and creator referral network, the LevelUp annual conference and regional HighLevel Hangouts, content marketing, and strategic distribution partnerships including a native Meta Lead Ads appointment booking integration and a multi-year Neil Patel / NP Digital collaboration for international expansion. HighLevel claims over 2 million businesses powered globally through more than 60,000 agency customers, 1.37 billion monthly messages, 194 million monthly leads, 179 million appointments booked, and $5.2 billion+ in sales facilitated in 2025. The company has raised over $60 million from PeakEquity Partners (November 2021) and a minority growth investment from General Atlantic (April 2024), has remained profitable since founding, and ranked #116 on Deloitte's 2025 Technology Fast 500 with 781% revenue growth from 2021 to 2024.
HighLevel firmographics
Firmographics- Name
- HighLevel
- Legal name
- HighLevel Inc.
- Website
- https://gohighlevel.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- HighLevel, founded in 2018 and headquartered in Dallas, provides an AI-powered all-in-one marketing, sales, and CRM platform with white-label capability, primarily serving marketing agencies and the small and medium businesses they support across more than 60,000 agency customers worldwide.
- Ownership category
- akta.pro rank
HighLevel industry classification
Industry- Product category
- Marketing Automation and CRM Platform
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Customer Service/Support CRM & Contact Center Platforms (BPAFAFAK)
Keywords
Where HighLevel is headquartered
LocationHeadquarters
- HQ city
- Dallas
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
HighLevel business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription - SaaS Platform: Monthly and annual subscriptions for platform access with tiered plans. Flat-rate pricing provides unlimited users and contacts, with revenue scaling through higher-tier plans and premium add-ons rather than per-seat or per-contact fees.
- Affiliate Commissions: 40% recurring commissions paid to affiliates for qualified customer referrals, with 5% second-tier commissions for recruited affiliates.
- Usage-Based Services: Additional charges for SMS, email, and voice usage beyond plan inclusions, including 10DLC compliance and international messaging.
- Agency White-Label Resale: Agencies resell white-labeled platform to their clients at their own pricing, generating recurring SaaS revenue for agency partners.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Starter Plan - $97/month for freelancers and solo marketers |
| Subscription | Monthly | Unlimited Plan - $297/month for growing agencies |
| Subscription | Monthly | Unlimited Pro - $497/month for advanced agency needs |
| Freemium | Pay-as-you-go | 14-Day Free Trial |
| Subscription | Pay-as-you-go | Summer of AI Promotion - 50% discount for new customers |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels9 records
HighLevel product offering
Product offeringCore offering
HighLevel provides an AI-powered all-in-one business operating system that unifies CRM, marketing automation, sales pipelines, multi-channel communication (SMS, email, Messenger, WhatsApp, Instagram, Google Business), appointment scheduling, funnel building, reputation management, voice AI, AI Employee autonomous agents, e-commerce, and payment processing into a single SaaS platform. The platform is sold on flat-rate monthly subscriptions and includes a white-label capability that enables digital marketing agencies to rebrand the entire product as their own SaaS offering and resell it to their small business clients.
Product overview
HighLevel is an AI-powered business operating system presented as a unified all-in-one platform for agencies, marketers, and small businesses. The core platform combines CRM and pipeline management, multi-channel inbox (SMS, Messenger, Instagram, WhatsApp, Google Business), appointment scheduling, landing page/funnel building, email and SMS marketing, reputation management, voice AI, AI Employee autonomous agents, and e-commerce capabilities. The platform offers white-label SaaS functionality for agencies to resell under their own brand. Pricing includes Starter Plan ($97/month for 3 sub-accounts) and Unlimited Plan ($297/month with unlimited sub-accounts). The platform integrates with major tools including Shopify, Stripe, WhatsApp, Facebook, Instagram, Zapier, and Google, and was recently named #81 on G2's 2026 Best Software Awards.
Differentiator
Problem solved
Functional benefit
Products and services
- HighLevel Platform AI-powered all-in-one business operating system unifying CRM and pipeline management, multi-channel communication (SMS, email, Messenger, Instagram DM, WhatsApp, Google Business), appointment scheduling, funnel and landing page building, email and SMS marketing automation, reputation management, voice AI, AI Employee autonomous agents, e-commerce, payment processing, ad management, and affiliate tracking into a single subscription platform for digital marketing agencies and small businesses.
- AI Employee Autonomous AI agent capability within the HighLevel Platform that automates conversations, voice interactions, and workflow management to handle repetitive tasks and enable 24/7 customer engagement without human intervention. Positioned as the core of HighLevel's agentic AI capabilities for business operations.
Quantifiable outcome
- 781% revenue growth from 2021 to 2024 (Deloitte Technology Fast 500 #116)
- +5 more outcomes
Companies that use HighLevel
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles2 records
HighLevel technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration22 records
AI capability11 records
Feature6 records
HighLevel partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core, flagship and minor.
- MetacoreMeta selected HighLevel as one of two early scheduling partners for its Embedded Appointment Booking feature for Lead Ads Instant Forms. The integration allows leads to book appointments directly within Facebook without leaving the app or re-entering information, with phased rollout reaching full availability in November 2026.
- Neil Patel / NP DigitalflagshipMulti-year strategic partnership announced May 29, 2026 with Neil Patel and his digital marketing agency NP Digital. Patel contributes to product development, content initiatives, international expansion (leveraging NP Digital's UK and Australia presence), and AI-focused growth programs including the Summer of AI initiative and LevelUp conference.
- Daymond JohncoreShark Tank investor Daymond John aligned with HighLevel in March 2026 to advance AI-powered business building through the platform.
- Mike Kourey (Board of Directors)coreVeteran technology finance executive with over three decades of experience guiding high-growth companies appointed to Board of Directors as Audit Chair in June 2026. Has guided six companies through successful IPOs including Navan, Okta, RingCentral, and currently serves on boards of Cribl, Illumio, Dialpad, Medable, and Ohalo.
- 4Spot ConsultingminorImplemented API-driven automation solution for Global Talent Solutions using HighLevel API to enable seamless M&A through automated contact management, reducing data migration time and improving data accuracy.
Scale indicators22 records
Recent moves6 records
Expansion highlights6 records
HighLevel competitors and assessment
Company assessmentDirect peers
- HubSpot: All-in-one CRM, marketing automation, and sales platform serving SMBs and mid-market with comparable inbound-marketing and agency-channel focus. Both platforms target SMBs needing a unified replacement for multiple point tools, though HubSpot skews more enterprise in pricing tiers.
- Vendasta: White-label platform built specifically for agencies and resellers serving SMBs, with very similar business model to HighLevel's SaaS Mode. Comparable in offering a rebrandable CRM, marketing automation, and reputation management suite for agency partners.
- ActiveCampaign: CRM plus marketing automation platform for SMBs, with comparable email, automation, and sales pipeline features. Both platforms compete for the same agency and SMB buyer replacing multiple point tools with a single subscription.
- ClickFunnels: Funnel-building and marketing automation platform serving marketers, coaches, and agencies, with comparable landing-page, email, and course-membership offerings. Overlaps with HighLevel on funnel builder, email automation, and SMB/marketer target buyer.
- Keap: CRM and marketing automation platform purpose-built for SMBs and solopreneurs, with comparable contact management, pipeline, email/SMS, and payment processing. Competes directly for the same Starter-tier and small-agency customer profile.
- DashClicks: Marketing platform built for agencies with white-label fulfillment apps, comparable to HighLevel's SaaS Mode and Instantly Campaigns. Targets the same agency-as-reseller model with white-labeled dashboards and bundled services for SMB clients.
- Kartra: All-in-one platform for marketers and small businesses combining funnels, email, memberships, and checkout. Directly comparable feature footprint and target audience, including many customers migrating between the two platforms (e.g., Jeff Weidner case).
- Pipedrive: CRM with visual sales pipeline management, marketing automation, and SMB focus. Comparable on pipeline-centric CRM, lead management, and automation workflows serving similar small-business customers.
Broad incumbents
- Salesforce: Enterprise CRM and marketing cloud giant with deep CRM, automation, and AI capabilities. While priced and scaled for enterprise, Salesforce increasingly targets mid-market and through partner channels competes with HighLevel for growing SMBs and agencies.
- Zoho CRM: Broad business software suite including CRM, marketing automation, campaigns, and a wide app portfolio. Provides overlapping CRM and marketing automation functionality to SMBs as part of a much larger enterprise software portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
HighLevel social profiles
Digital presenceHighLevel financial estimates
Financial estimateRevenue estimate
Valuation estimate
HighLevel leadership team
Management profileNumber of profiles
Profiles7 records
HighLevel funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HighLevel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HighLevel
What does HighLevel do?
HighLevel provides an AI-powered all-in-one business operating system that unifies CRM, marketing automation, sales pipelines, multi-channel communication (SMS, email, Messenger, WhatsApp, Instagram, Google Business), appointment scheduling, funnel building, reputation management, voice AI, AI Employee autonomous agents, e-commerce, and payment processing into a single SaaS platform. The platform is sold on flat-rate monthly subscriptions and includes a white-label capability that enables digital marketing agencies to rebrand the entire product as their own SaaS offering and resell it to their small business clients.
Is HighLevel a public or private company?
HighLevel is a private company. It is classified as venture growth investor backed and is currently operating.
When was HighLevel founded?
HighLevel was founded in 2018. It employs 1,001 to 5,000 people.
Where is HighLevel based?
HighLevel is headquartered in Dallas, United States, in the North America region.
How does HighLevel make money?
Four revenue lines are on record. Subscription - SaaS Platform is the primary driver. The others are affiliate Commissions, usage-Based Services and agency White-Label Resale.
Who are HighLevel's main competitors?
Direct peers on record are HubSpot, Vendasta, ActiveCampaign, ClickFunnels, Keap, DashClicks, Kartra and Pipedrive. Broad incumbents are Salesforce and Zoho CRM.
Does HighLevel have an API?
Yes. HighLevel provides API access for developers to build custom integrations and automate workflows. Basic API Access is included with the Unlimited Plan ($297/month). The platform supports API-driven automation solutions as demonstrated by case studies where partners implemented API-driven automation for contact management and data migration. Developer documentation is at highlevel.stoplight.io.
What industry is HighLevel in?
HighLevel's product category is Marketing Automation and CRM Platform. Its primary akta.pro industry code is BPAFAFAK, Customer Service/Support CRM & Contact Center Platforms. Its NAICS code is 513210 and its SIC code is 7372.