GoHighLevel vs Keap (2026): CRM & Automation Compared
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Quick answer: GoHighLevel starts at $97/month with unlimited contacts and includes CRM, funnels, SMS, email, AI chatbot, and white-label capabilities in a single platform.[1] Keap (formerly Infusionsoft) starts at $199/month for 1,500 contacts and scales pricing based on contact volume.[2] GoHighLevel wins on value, feature breadth, and agency tools; Keap wins on native e-commerce invoicing and payment collection. Your best choice depends on whether you prioritize all-in-one marketing power or built-in invoicing and payment workflows.
Quick Verdict
Feature-by-Feature Comparison
How GoHighLevel and Keap stack up across 10 core capabilities.
| Feature | GoHighLevel | Keap |
|---|---|---|
| CRM & Pipeline Management | ✓ Visual pipelines, unlimited contacts | ✓ Contact-based CRM, deal tracking |
| Email Marketing | ✓ Drag-and-drop builder, sequences | ✓ Email broadcasts, automated sequences |
| SMS Marketing | ✓ Built-in via Twilio[3] | ✗ No native SMS[4] |
| Landing Pages / Funnels | ✓ Full drag-and-drop funnel builder[3] | ✗ No native funnel builder[4] |
| Automation Builder | ✓ Visual if/then builder, AI-powered triggers[3] | ✓ Campaign builder (legacy Infusionsoft engine)[4] |
| AI Chatbot | ✓ Multi-channel AI conversation bot[3] | ✗ |
| AI Voice Agent | ✓ Inbound call handling[3] | ✗ |
| White-Label / SaaS Mode | ✓ Full rebrand & resell[1] | ✗ |
| E-commerce / Payments | Basic payment links, Stripe integration | ✓ Native invoicing, quotes, payment plans[4] |
| Appointment Scheduling | ✓ Calendars, round-robin, reminders[3] | ✓ Built-in scheduling[4] |
GoHighLevel includes significantly more native features than Keap, particularly in the areas of SMS marketing, funnel building, AI-powered tools, and white-label capabilities. Keap's strength lies in its mature e-commerce and invoicing features that are built directly into the CRM, making it well-suited for service businesses that need to send quotes, invoices, and collect payments as part of their sales workflow.[3][4]
Keap's automation builder is powerful but carries over the complexity from its Infusionsoft heritage. GoHighLevel's visual workflow builder is more modern and includes AI-powered triggers and conditions that Keap does not offer.[3]
Pricing Comparison
A tier-by-tier breakdown of what you pay and what you get.
| Tier | GoHighLevel | Keap |
|---|---|---|
| Entry Level | $97/mo — Starter[1] CRM, funnels, email, SMS, AI chatbot, calendar, 1 sub-account, unlimited contacts |
$199/mo — Pro (1,500 contacts)[2] CRM, email marketing, automation, invoicing, landing pages (basic), appointments |
| Mid Tier | $297/mo — Unlimited[1] Unlimited sub-accounts, unlimited contacts, API access, branded desktop app |
$289/mo — Max (2,500 contacts)[2] Pro features + lead scoring, multi-pipeline, promo codes, advanced automations |
| Top Tier | $497/mo — SaaS Pro[1] Full white-label, SaaS billing, AI employee add-ons, priority support |
$349/mo — Ultimate (2,500 contacts)[2] Max features + custom objects, sandbox, advanced reporting, premium support |
| Contact Limits | Unlimited on all plans[1] | Tiered: 1,500–2,500 base; additional contacts cost extra[2] |
| Free Trial | 14 days, no credit card[1] | 14-day free trial[2] |
Prices are based on publicly listed rates as of March 2026 and may vary. Keap pricing scales with contact count; costs increase as your database grows beyond the included contacts. GoHighLevel SMS/voice usage incurs additional per-message and per-minute costs through Twilio.
The pricing model is the biggest differentiator between these two platforms. GoHighLevel charges a flat monthly rate with unlimited contacts on all plans. Keap charges per contact, meaning your monthly bill increases as your contact database grows. A business with 5,000 contacts on Keap could pay significantly more than the base price, while the same database on GoHighLevel would cost nothing extra.[1][2]
At the entry level, GoHighLevel's Starter plan at $97/month includes features like SMS marketing, a funnel builder, AI chatbot, and unlimited contacts that Keap does not offer at its $199/month Pro tier. For agencies, GoHighLevel's $297/month Unlimited plan with unlimited sub-accounts has no equivalent in Keap's lineup, which does not support white-label or multi-client management.[1][2]
Where HighLevel Wins
✅ GoHighLevel Advantages
- Flat-rate unlimited contacts: GoHighLevel does not charge per contact on any plan. Your monthly cost stays the same whether you have 500 or 500,000 contacts. Keap's per-contact pricing model means costs scale as your list grows, which can create budget unpredictability.[1][2]
- Built-in funnel and landing page builder: GoHighLevel includes a full drag-and-drop funnel builder on all plans. Keap does not have a native funnel builder, forcing users to integrate third-party tools like ClickFunnels or Leadpages at additional cost.[3][4]
- Native SMS marketing: SMS is built into GoHighLevel via Twilio integration, allowing you to send text campaigns and automated SMS sequences directly from the platform. Keap does not include native SMS capabilities.[3]
- AI chatbot and voice agent: GoHighLevel includes a multi-channel AI conversation bot and an AI voice agent for inbound calls. Keap does not offer any AI-powered communication tools.[3]
- White-label SaaS mode: On the SaaS Pro plan, you can fully rebrand GoHighLevel and resell it to clients as your own software. Keap has no white-label option, making it unsuitable for agencies that want to offer branded software to clients.[1]
- Modern automation builder: GoHighLevel's visual workflow builder includes AI-powered triggers, multi-channel actions (email, SMS, voicemail drops, webhooks), and conditional logic in a modern interface. Keap's automation engine is powerful but carries over the complexity of the legacy Infusionsoft campaign builder.[3]
Where Keap Wins
🏆 Keap Advantages
- Native e-commerce and invoicing: Keap includes built-in invoicing, quotes, payment plans, and recurring billing directly within the CRM. Service businesses that need to send professional invoices and collect payments as part of their sales workflow will find Keap's native e-commerce features more mature than GoHighLevel's basic payment link functionality.[4]
- Proven automation heritage: Keap's automation engine descends from Infusionsoft, which was one of the first small business platforms to offer visual campaign-based automation. The system is battle-tested and handles complex multi-step automations reliably, though the interface is less modern than GoHighLevel's.[4][6]
- Dedicated small business focus: Keap has been serving small businesses for over 20 years. The platform is designed specifically for solopreneurs, coaches, and small service businesses. The onboarding, templates, and default workflows are tailored to that audience rather than agencies.[6]
- Simpler learning curve for non-technical users: Since the rebrand from Infusionsoft, Keap has simplified its interface significantly. For small business owners who do not need funnel building, SMS, or white-label capabilities, Keap offers a more focused and less overwhelming experience than GoHighLevel's broader feature set.[6]
- Checkout and order forms: Keap provides native checkout pages, order forms, and upsell capabilities tied directly to its CRM and automation engine. This allows service businesses to automate the entire quote-to-payment workflow within a single platform.[4]
When to Choose HighLevel
You Run a Marketing Agency
GoHighLevel was built for agencies from the ground up. If you manage marketing for multiple clients, the sub-account structure lets you keep each client's data, campaigns, and automations completely separate while managing everything from a single dashboard. The white-label SaaS mode on the $497/month plan allows you to rebrand the entire platform and charge clients a monthly subscription. Keap has no equivalent multi-client or white-label functionality.[1][3]
You Need SMS and Multi-Channel Marketing
If SMS marketing, voicemail drops, and multi-channel lead nurturing are important to your business, GoHighLevel includes all of these natively. Keap does not offer built-in SMS marketing, which means you would need to add a third-party SMS tool and integrate it separately, adding both cost and complexity to your tech stack.[3]
You Want AI-Powered Lead Response
GoHighLevel's AI conversation bot responds to leads across SMS, email, webchat, and social DMs within seconds, and the AI voice agent handles inbound calls. These features are included in GoHighLevel plans without requiring separate AI subscriptions. Keap does not offer any AI-powered communication or lead response tools.[3]
Budget Predictability Matters
GoHighLevel's flat-rate pricing means your monthly cost does not increase as your contact list grows. For businesses with growing databases, this predictability is a major advantage over Keap's per-contact model, where costs can escalate significantly as you add more contacts over time.[1][2]
When to Choose Keap
You Need Native Invoicing and Payments
If your business model revolves around sending quotes, collecting deposits, invoicing clients, and managing recurring payment plans, Keap's built-in e-commerce features handle this natively. GoHighLevel offers basic payment links through Stripe, but lacks the comprehensive invoicing, quoting, and payment plan management that Keap provides out of the box.[4]
You Are a Solopreneur or Small Service Business
If you are a solo consultant, coach, or small service business that primarily needs CRM, email automation, and invoicing without the complexity of funnels, SMS, and white-label features, Keap offers a more focused platform. Its interface has been simplified since the Infusionsoft days, and the default workflows are designed for small business operators rather than marketing agencies.[6]
You Are Already Invested in the Keap Ecosystem
If your business has existing Keap automations, integrations, and workflows that are running well, migrating to GoHighLevel requires rebuilding those automations from scratch. The effort may not be justified if Keap is meeting your current needs and you do not require the additional features GoHighLevel offers, such as funnels, SMS, or white-label capabilities.[4]
You Prefer a Mature, Established Platform
Keap (formerly Infusionsoft) has been in the market for over 20 years and has a well-established ecosystem of certified consultants, training resources, and third-party integrations. For businesses that value platform maturity and a long track record of serving small businesses, Keap offers that stability.[6]
Migrating from Keap to GoHighLevel
Step 1: Export Your Contacts from Keap
Start by exporting your contact database from Keap as a CSV file. Include all custom fields, tags, and deal/opportunity data. Keap allows you to export contacts from the Contacts section, and you can filter by tags or segments before exporting to keep your data organized.
Step 2: Import Contacts into GoHighLevel
GoHighLevel supports CSV imports with field mapping. Upload your exported CSV and map each column to the corresponding GoHighLevel field (name, email, phone, tags, custom fields). GoHighLevel's import tool handles tag assignments during the import process.
Step 3: Rebuild Your Automations
There is no automated way to transfer Keap automations to GoHighLevel. You will need to recreate your email sequences, follow-up campaigns, and automation workflows using GoHighLevel's visual workflow builder. The good news is that GoHighLevel's builder is more intuitive than Keap's legacy campaign builder, and you can add SMS, voicemail drops, and AI-powered triggers that were not available in Keap.
Step 4: Set Up Funnels and Forms
If you were using third-party landing page tools with Keap, you can now build those directly in GoHighLevel's native funnel builder. Recreate your opt-in pages, sales pages, and forms inside GoHighLevel, then connect them to your new automation workflows.
Step 5: Test and Go Live
Before canceling Keap, run both platforms in parallel for one to two weeks. Test your critical automations, verify contact data, and ensure all forms and funnels are working correctly. Most businesses complete the full migration within one to two weeks depending on complexity.
Frequently Asked Questions
Yes. You can export your contacts, tags, and deal data from Keap as CSV files and import them into GoHighLevel. There is no one-click migration tool between the two platforms, so you will need to manually recreate your automation sequences, email templates, and campaign workflows inside GoHighLevel. Most businesses complete the migration within one to two weeks. GoHighLevel's visual workflow builder makes it straightforward to rebuild Keap automations in a more modern interface.
GoHighLevel does not offer a native direct integration with Keap. However, you can connect the two platforms using third-party tools like Zapier or Make (formerly Integromat) to sync contacts and trigger automations between systems. This can be useful during a transition period if you want to run both platforms simultaneously while migrating your workflows.
For most small businesses, GoHighLevel offers better value. GoHighLevel's Starter plan at $97 per month includes unlimited contacts, a CRM, email marketing, SMS, funnels, scheduling, and AI features. Keap's Pro plan starts at $199 per month for only 1,500 contacts, with costs increasing as your contact list grows. GoHighLevel also includes a funnel builder, SMS marketing, and AI chatbot natively, which Keap does not offer. However, Keap has stronger built-in e-commerce invoicing and payment features that some small businesses may need.[1][2]
No. Keap does not include a native funnel or landing page builder. Keap users typically rely on third-party tools like Leadpages, ClickFunnels, or WordPress plugins to build funnels and landing pages, which adds cost and complexity. GoHighLevel includes a full drag-and-drop funnel and landing page builder on all plans, allowing you to build complete sales funnels without any additional tools or integrations.[3][4]
Infusionsoft rebranded to Keap in 2019 to better reflect its focus on simplicity and small business ease of use. The Infusionsoft brand had become associated with a powerful but complex automation platform that required significant training to use effectively. The rebrand to Keap was intended to signal a shift toward a more user-friendly product aimed at small business owners who want CRM and automation without the steep learning curve that Infusionsoft was known for.[6]
Sources
Sources & References
- [1]GoHighLevel Pricing — gohighlevel.com
- [2]Keap Pricing — keap.com/pricing
- [3]GoHighLevel Features — gohighlevel.com/features
- [4]Keap Product Features — keap.com/product
- [5]G2 GoHighLevel Reviews — g2.com
- [6]G2 Keap Reviews — g2.com
All sources verified as of March 2026. Pricing and features may change; check vendor sites for the latest information.
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