HighLevel

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.

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

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

• Marketing automation software
• CRM and sales platform
• White-label SaaS platform
• Agency marketing tools
• AI business automation

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. 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.
2. Affiliate Commissions: 40% recurring commissions paid to affiliates for qualified customer referrals, with 5% second-tier commissions for recruited affiliates.
3. Usage-Based Services: Additional charges for SMS, email, and voice usage beyond plan inclusions, including 10DLC compliance and international messaging.
4. 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

Go-to-market motion4 records

Distribution channels4 records

Marketing channels9 records

Core 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

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration22 records

AI capability11 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• MetacoreTechnology or Integration · 24 June 2026Meta 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 DigitalflagshipStrategic or Co-development Partner · 29 May 2026Multi-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 JohncoreGTM or Marketing Partner · 5 March 2026Shark Tank investor Daymond John aligned with HighLevel in March 2026 to advance AI-powered business building through the platform.
• Mike Kourey (Board of Directors)coreOthers · 3 March 2026Veteran 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 ConsultingminorImplementation/ SI/ Consulting Partner · 9 April 2025Implemented 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

Direct 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

• Xx.com/gohighlevel
• YouTubeyoutube.com/@gohighlevel
• Facebookfacebook.com/highlevelreviews
• LinkedInlinkedin.com/company/highlevel
• Instagraminstagram.com/gohighlevel

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HighLevel