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GoHighLevel vs Keap
By Marnix Geerkens. Updated 2026-05-28.
In short
Keap (formerly Infusionsoft) is a small business CRM with email automation and invoicing that has been around for a long time. GoHighLevel covers the same CRM and automation ground, then adds funnels, websites, SMS, a unified inbox, and an agency management system in one login. For businesses that need more than CRM and email, GoHighLevel does more from $97 per month. For agencies specifically, GoHighLevel has a business model that Keap does not offer.
Feature-by-feature comparison
Competitor pricing and features change. Always verify at keap.com before deciding.
What Keap is built for
Keap, originally Infusionsoft, is one of the older CRM and email automation tools aimed at small businesses. It has a long track record and a real user base that has been with it through multiple rebrands. The CRM is solid, the email automation is functional, and the invoicing features are useful for service businesses.
Keap's limitations show when businesses grow beyond email and basic automation. It does not build funnels or websites, SMS is limited, and there is no agency management layer. Businesses that start on Keap and need more often end up adding a landing page tool, an SMS platform, and a calendar tool on top.
What GoHighLevel adds on top
GoHighLevel starts with a similar CRM and email automation foundation, then extends it in every direction. The funnel builder lets you build landing pages and full sales funnels without a separate tool. The SMS system is two-way and automated. The unified inbox collects email, SMS, and call activity in one place. The calendar booking and automated reminders reduce no-shows for service businesses.
For agencies, GoHighLevel adds something Keap does not have at all: the ability to spin up sub-accounts for each client, manage them from a single agency dashboard, and optionally white-label the entire platform to sell as your own product. That makes GoHighLevel a revenue driver for agencies, not just an operations tool.
Pricing comparison
GoHighLevel plans: Starter at $97 per month, Unlimited at $297 per month, Pro at $497 per month. Email sends, SMS, and AI features are billed by usage separately. No per-contact pricing tiers.
Keap pricing has changed several times over the years. Check keap.com for current rates and plan features. Factor in any additional tools you would need alongside Keap (funnel builder, SMS, booking system) when comparing total monthly cost.
Who should pick GoHighLevel
GoHighLevel fits agencies, coaches, local service businesses, and entrepreneurs who want CRM, email, SMS, funnels, and booking in one platform without patching tools together. It is the right choice if you plan to grow into more channels or want to eventually serve clients with the platform itself.
Who should pick Keap
Keap is still a reasonable fit for small businesses that primarily need a CRM and email automation, already have a team trained on Keap, and rely on the invoicing and payment collection features. If you are deeply embedded in the Keap workflow, the switching cost may outweigh the benefits of moving.
Via RocketLauncher you get 30 days. Direct signup gives 14.
Frequently asked questions
Can GoHighLevel replace Keap?
Yes, for most small businesses and agencies. GoHighLevel covers CRM, email, and automation, then adds funnels, websites, SMS, two-way texting, and a unified inbox that Keap does not focus on. For agencies that also want to manage client sub-accounts, GoHighLevel is the clear choice.
Is GoHighLevel cheaper than Keap?
GoHighLevel starts at $97 per month with CRM, funnels, email, SMS, and automations included. Keap pricing varies by plan and contact count; check keap.com for current rates. For a fair comparison, add the total tools you would need alongside Keap and compare to a GoHighLevel plan.
Does Keap have SMS marketing?
Keap has some SMS capabilities, but SMS is not a core strength. GoHighLevel treats SMS as a first-class channel with two-way messaging, automated drip sequences, and a unified inbox combining email and text conversations, all from the base plan.
Which is better for agencies?
GoHighLevel is purpose-built for agencies. You manage unlimited client sub-accounts from one dashboard, and the Pro plan lets you white-label the platform and resell it under your own brand. Keap is typically used as a single-business tool and does not have an agency management model.
Does GoHighLevel have better automations than Keap?
GoHighLevel automation covers more channels: email, SMS, voicemail drops, call recording, and Facebook Messenger, all in a single visual workflow. Keap has email and basic automation, but fewer cross-channel trigger options.
Does GoHighLevel have a free trial?
Yes. Through RocketLauncher you can claim a 30-day free trial. A direct signup gives you 14 days. The extended trial gives you time to import your contacts, build an automation, and compare it with Keap.
What does GoHighLevel cost per month?
GoHighLevel plans: Starter at $97 per month, Unlimited at $297 per month, Pro at $497 per month. Email sends, SMS, and AI features are billed by usage on top of the base plan. No contact-count pricing tiers.
Does GoHighLevel have funnel building like dedicated funnel tools?
Yes. GoHighLevel includes a drag-and-drop funnel and website builder in all plans. Keap does not have a built-in funnel builder; it focuses on the CRM and automation side.
Is Keap good for e-commerce?
Keap has e-commerce and invoicing features that some small businesses use. GoHighLevel also has basic payment collection and order forms. Neither is a dedicated e-commerce platform like Shopify, but for service businesses collecting payments for offers, both are capable.
What is the difference between Keap and Infusionsoft?
Keap is the rebranded version of Infusionsoft. The company changed the name in 2019 to signal a simpler, more approachable product. Keap and Infusionsoft are the same company and platform family. GoHighLevel is a separate platform built more recently for agencies and entrepreneurs.