Keap
Keap provides cloud-based CRM and marketing automation software for small businesses, unifying email, text, sales pipeline, appointments, invoicing, payments, and AI-powered content tools into a single subscription platform serving 200,000+ SMBs across diverse verticals.
- Company typePrivate
- Founded2001
- HeadquartersChandler, United States
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Keap does
Keap (formerly Infusionsoft), founded in 2001 and headquartered in Grapevine, Texas, provides a cloud-based CRM and marketing/sales automation platform purpose-built for small businesses. The platform unifies contact management, email and text marketing, sales pipeline management, appointment scheduling, invoicing and payment processing (Keap Pay), and a virtual business phone line (Keap Business Line) into a single SaaS subscription available in three tiers (Pro, Max, Ultimate) starting at $299/month. Underpinning the product are a drag-and-drop When/Then automation builder, a proprietary Lifecycle Automation methodology (Collect Leads, Convert Clients, Create Fans), 4,000+ integrations via Zapier plus native connectors to Gmail, Outlook, PayPal, Stripe, QuickBooks, and Google Calendar, and a Developer Marketplace reaching 145,000+ users. AI capabilities are embedded as features (Keap AI Content Assistant, lead scoring) rather than as a proprietary core.
The business model combines subscription revenue (annual contracts with $1,500 mandatory implementation, $39/month per-seat add-ons, usage-tiered text and Business Line pricing) with partner channel economics (Certified Partners earning up to 30% recurring commission, Influencer/Affiliate referral programs). Keap serves over 200,000 cumulative SMB customers across coaching, consulting, real estate, healthcare, marketing agencies, professional services, photography, fitness, nonprofits, franchises, and startups, with no meaningful enterprise concentration. The company was acquired by Thryv Holdings (NASDAQ: THRY) for $80 million in October 2024, creating a combined base of 100,000+ SaaS subscriptions and integrating Keap into Thryv's broader SMB software platform. Historical funding of approximately $155M+ from Goldman Sachs, Bain Capital Ventures, Signal Peak Ventures, and others preceded the exit.
Keap firmographics
Firmographics- Name
- Keap
- Legal name
- Keap
- Website
- https://keap.com
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Keap provides cloud-based CRM and marketing automation software for small businesses, unifying email, text, sales pipeline, appointments, invoicing, payments, and AI-powered content tools into a single subscription platform serving 200,000+ SMBs across diverse verticals.
- Ownership category
- akta.pro rank
Keap industry classification
Industry- Product category
- Small Business CRM & Marketing Automation Software
- NAICS
- Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Customer Service, Support & Contact Center CRM (HDAEAFAC)
- akta.pro secondary industries
- Software/SaaS Subscriptions (Consumer & Prosumer) (CRAFAIAB), Contact Center (CCaaS) & Customer Engagement Voice (HDAIAHAF), Customer Service/Support CRM & Contact Center Platforms (BPAFAFAK)
Keywords
Where Keap is headquartered
LocationHeadquarters
- HQ city
- Chandler
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Keap business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription Revenue: Primary revenue stream from monthly/annual subscriptions to the Keap CRM and automation platform. Starting price of $299/month (billed annually at $2,988/year) provides access to full platform. Additional revenue from contact tier upgrades, user licenses ($39/month per additional user), and text marketing add-on tiers ($24-$279/month). Implementation services ($1,500 one-time) required for new customers.
- Partner Revenue Share: Certified Partners earn up to 30% recurring commission on subscription fees for clients they sell and service. Implementation and professional services revenue retained 100% by partners. Influencer and Affiliate Partners earn referral commissions (20% recurring for 1 year per referral, up to $250 per referral for referral program).
- Professional Services: Done-for-you services including implementation, data migration, automation setup, reporting configuration, and strategy consulting. Implementation packages offered at various price points for small business budgets. Migration services from competitors (Mailchimp, Constant Contact, etc.) provided free.
- Payment Processing (Keap Pay): Keap's native payment processor charges standard merchant transaction fees for payments collected through invoices and checkout forms. Competitive rates offered for embedded payment solution with full transaction visibility.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Full Platform Subscription |
| Per seat | Monthly | Additional User Licenses |
| Usage-based | Monthly | Keap Business Line Add-on |
| Usage-based | Monthly | Text Marketing Add-on |
| Freemium | Pay-as-you-go | Free Trial |
| One time/ perpetual license | Multi-year contract | Required Implementation Service |
Go-to-market motion3 records
Distribution channels7 records
Marketing channels12 records
Keap product offering
Product offeringCore offering
Keap sells an all-in-one small-business CRM and sales/marketing automation SaaS platform. Its core subscription product combines contact management, email and text marketing, drag-and-drop sales pipeline, appointment scheduling, invoicing and payments, lead capture forms, and a virtual business phone line. The platform is sold primarily on annual subscriptions with tiered contact storage, usage-based add-ons, and required implementation services, targeting growing small businesses that need automation without enterprise complexity.
Product overview
Keap is a unified small business CRM and sales and marketing automation platform (formerly Infusionsoft) that rebranded and was acquired by Thryv Holdings in October 2024. The product portfolio centers on the core Keap platform available in three subscription tiers (Keap Pro, Keap Max, and Keap Ultimate) offering CRM, email marketing, text marketing, sales automation, appointment scheduling, and invoicing capabilities. Supporting products include Keap Business Line for virtual phone services, Keap AI for content generation, Keap Pay for native payment processing, and Lifecycle Automation as a proprietary growth methodology framework. The platform offers over 5,000 integrations including native connections to Gmail, Outlook, PayPal, QuickBooks, Stripe, and Eway, plus Zapier for thousands more. Supporting services include Thryv Academy for training and Implementation Services for onboarding. The Developer Partner program and Keap Marketplace enable third-party integrations. The platform serves over 200,000 small businesses across industries including coaching, consulting, real estate, healthcare, and professional services.
Differentiator
Problem solved
Functional benefit
Products and services
- Keap Pro Mid-tier small business CRM and marketing automation subscription including contact management, email marketing, sales pipeline, basic automation, appointment scheduler, invoicing, and text marketing, available on keap.com.
- Keap Max Advanced-tier small business CRM subscription that includes all Keap Pro features plus multiple sales pipelines, custom fields, advanced reporting hub with ROI tracking, intelligent segmentation, and higher contact limits.
- Keap Ultimate Highest-tier small business CRM subscription offering the complete feature set including advanced reporting, full automation capabilities, and enterprise-grade features for growing small businesses.
- Keap Business Line Virtual phone number service that provides small businesses with a toll-free or local business phone number on their existing smartphone, including voicemail, auto-reply messages, separate business and personal communications, and tiered pricing for messages and voice minutes.
- Keap Pay Keap's native embedded payment processing solution that supports one-time payments, recurring payments, checkout forms, promo codes, and order bumps, integrating directly into the CRM for seamless invoice-to-payment workflows and merchant transaction visibility.
- Keap Implementation Services Professional onboarding service for new Keap customers that includes a business mapping session with automation experts, done-for-you automations, data import, migration services from competing platforms, and weekly strategy calls, priced as a $1,500 one-time fee.
- Keap Lifecycle Automation Keap's proprietary growth methodology framework that guides small businesses through the customer lifecycle stages of Collect Leads, Convert Clients, and Create Fans, packaged with templates, education, and automation presets across the customer journey.
- Keap Developer Partner Program Developer partner program that allows external software developers to build app integrations, plug-ins, or connections to the Keap platform using its open API and webhooks, with developer support, marketplace listing, and quarterly hackathons.
- Keap for Franchises Specialized program for franchisors and franchisees that consolidates multi-location operations, deploys franchise-wide campaigns, enforces brand consistency, localizes marketing, and provides franchise growth strategy support using the Keap platform.
Quantifiable outcome
- Users report 0% increase in revenue (placeholder metric - actual figure appears blank in source)
- +8 more outcomes
Companies that use Keap
Customer profileNamed customers15 records
Segments10 records
Ideal customer profiles3 records
Keap technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
AI capability7 records
Feature8 records
Keap partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and flagship.
- ZapiercoreNative Zapier integration allows Keap users to connect to over 4,000 apps and trigger automations based on third-party app activity. Enables workflow automation across the broader SaaS ecosystem without custom development.
- StripecoreStripe is integrated as a third-party payment processor within Keap's platform, allowing customers to accept payments via Stripe alongside Keap's native Keap Pay solution and PayPal.
- PayPalcorePayPal integrated as third-party payment processor for accepting customer payments through Keap's invoicing and checkout forms. Also used for business data synchronization.
- GmailcoreNative Gmail integration allows 1:1 email synchronization between Keap and Gmail accounts. Emails appear on contact records, enabling unified customer communication tracking.
- Microsoft OutlookcoreNative Outlook integration syncs email and calendar with Keap CRM. Appointments scheduled in Keap sync with Outlook calendar for seamless scheduling across platforms.
- QuickbookscoreQuickBooks integration for accounting data synchronization with Keap's invoicing and payment features, enabling seamless financial tracking and reconciliation for small businesses.
- Google CalendarcoreNative Google Calendar integration syncs appointments and availability between Keap scheduling and Google Calendar, allowing seamless calendar management for appointment-based businesses.
- Donald Miller (StoryBrand / Business Made Simple)flagshipInfluencer Partner and prominent customer. Donald Miller grew his revenue from $250K to $16.5 million using Keap. Featured as industry leader recommending Keap on website homepage and comparison pages. Business Made Simple uses Keap CRM.
- Jenna KutchercoreNew York Times bestselling author, educator, and host of top-rated marketing podcast. Listed as industry leader recommending Keap on homepage.
- Lamar TylercoreGrew his business 566% using Keap. Now a speaker, business coach, and founder of a multi-million dollar brand. Listed as industry leader recommending Keap.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Keap competitors and assessment
Company assessmentDirect peers
- ActiveCampaign: ActiveCampaign competes head-to-head in SMB email marketing automation and CRM, with similar drag-and-drop automation builders and tiered pricing. Keap comparison pages feature ActiveCampaign, indicating direct competitive overlap in the same buyer segment.
- Constant Contact: Constant Contact is named alongside Mailchimp as a source from which Keap offers free migration. Both serve SMBs with email marketing, basic automation, and list management, with similar price points and customer profiles.
- HubSpot: HubSpot is the most direct competitor in SMB CRM and marketing automation; Keap explicitly positions itself as the "#1 HubSpot Alternative" and runs dedicated comparison pages. Both offer integrated CRM, marketing automation, email, and sales pipelines targeting growing small businesses.
- Mailchimp: Mailchimp is explicitly named as a competitor from which Keap offers free migration, indicating direct overlap in SMB email marketing and CRM. Both target solopreneurs and growing small businesses with freemium entry points and tiered SaaS subscriptions.
- Pipedrive: Pipedrive is a direct SMB-focused CRM and sales pipeline competitor. Both emphasize visual drag-and-drop pipeline management, lead scoring, and SMB-friendly onboarding — overlapping heavily with Keap's sales automation and pipeline modules.
- Freshsales (Freshworks): Freshsales competes in the SMB and mid-market CRM space with built-in email, phone, lead scoring, and sales automation. Both target growing businesses seeking an all-in-one, lower-cost alternative to Salesforce with comparable workflow features.
- Zoho CRM: Zoho CRM is mentioned in TechRadar reviews alongside Keap for SMB user-friendly design, and both offer affordable, broad-feature CRM + automation platforms to small businesses, often competing on price and breadth.
Broad incumbents
- Salesforce: Salesforce is the broad enterprise incumbent in CRM and marketing automation. While it serves a much larger and higher-end customer base, it competes for the upper tier of Keap's growing SMB customers that scale out of the SMB segment.
Emerging players
- Brevo (formerly Sendinblue): Brevo competes in SMB email marketing and marketing automation with a freemium-led PLG model. It overlaps with Keap on email automation, CRM, and SMS, offering a lower-friction entry point for very small businesses.
- Klaviyo: Klaviyo is a fast-growing email and SMS marketing automation platform with strong SMB and ecommerce positioning. It overlaps with Keap's email/text automation and emerging as a more modern, AI-native alternative for SMBs and DTC brands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights6 records
Customer concentration
Keap social profiles
Digital presenceKeap compliance and trust
Trust signalCompliance2 records
Keap financial estimates
Financial estimateRevenue estimate
Valuation estimate
Keap leadership team
Management profileNumber of profiles
Profiles18 records
Keap funding detail
Funding detailFunding overview
Funding rounds9 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Keap M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Keap
What does Keap do?
Keap sells an all-in-one small-business CRM and sales/marketing automation SaaS platform. Its core subscription product combines contact management, email and text marketing, drag-and-drop sales pipeline, appointment scheduling, invoicing and payments, lead capture forms, and a virtual business phone line. The platform is sold primarily on annual subscriptions with tiered contact storage, usage-based add-ons, and required implementation services, targeting growing small businesses that need automation without enterprise complexity.
Is Keap a public or private company?
Keap is a private company. It is classified as corporate owned and is currently operating.
When was Keap founded?
Keap was founded in 2001. It employs 251 to 500 people.
Where is Keap based?
Keap is headquartered in Chandler, United States, in the North America region.
How does Keap make money?
Four revenue lines are on record. SaaS Subscription Revenue is the primary driver. The others are partner Revenue Share, professional Services and payment Processing (Keap Pay).
Who are Keap's main competitors?
Direct peers on record are ActiveCampaign, Constant Contact, HubSpot, Mailchimp, Pipedrive, Freshsales (Freshworks) and Zoho CRM. Salesforce is listed as a broad incumbent. Emerging players are Brevo (formerly Sendinblue) and Klaviyo.
Does Keap have an API?
Yes. Keap provides an open API with API endpoints and webhooks for creating custom connections to the platform. The Developer Partner program allows software developers to build app integrations, plug-ins, or connections with Keap's platforms. Developer support is available for more complex integrations. Developer documentation is at developer.keap.com.
What industry is Keap in?
Keap's product category is Small Business CRM & Marketing Automation Software. Its primary akta.pro industry code is HDAEAFAC, Customer Service, Support & Contact Center CRM, with a secondary code of CRAFAIAB, Software/SaaS Subscriptions (Consumer & Prosumer). Its NAICS code is 513210 and its SIC code is 7372.