Head to head
HubSpot vs Keap (2027): Which Is Better?
Price, features and who each one suits, side by side.
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Quick answer
- HubSpot ranks higher overall (8.9 vs 6.7).
- Pick HubSpot for starting free, then growing into paid tools.
- Pick Keap for service businesses that want marketing automation built in.
HubSpot vs Keap at a glance
| Feature | HubSpot | Keap |
|---|---|---|
| Our score | 8.9 ★★★★★★★★★★ | 6.7 ★★★★★★★★★★ |
| Best for | Starting free, then growing into paid tools | Service businesses that want marketing automation built in |
| Starts at | $0 | $320/mo |
| Free plan | Yes: up to 2 users and 1,000 contacts, no time limit | No (free trial instead) |
| Cheapest paid plan | Starter: $20/seat/mo list; new customers $7 billed annually or $10 month-to-month | One plan: from $320/mo billed monthly, for 2 users and 1,500 contacts |
| Mid-tier plan | Professional: $90/seat/mo billed annually, $100 paid monthly with an annual commitment | Same plan; extra users $39/mo each, more contacts priced in tiers |
| Top plan | Enterprise: from $150/seat/mo, through sales | Same plan with more users and contacts |
| Free trial | No trial; the free plan has no time limit | Yes, no credit card; trial limited to 25 emails, no payments or texting |
| Contract terms | Starter can be month-to-month; Professional requires an annual commitment even when paid monthly | Annual contracts carry a $299 early termination fee; cancel by phone at least 10 days before the next invoice |
| Setup fee | None on Starter; $1,500 required on Professional, $3,500 on Enterprise | Required implementation package: $500 on the implementation page (shown against $1,500) |
| Cheapest-plan limits | Starter: up to 15 pipelines, 50 workflows, 500 calling minutes; no sequences | 2 users, 1,500 contacts, 500 texts and 100 voice minutes (US only) |
| Support | Free: community and knowledge base; Starter: email and chat; Professional: adds phone | US-based phone support Monday to Friday business hours, 24/7 chat, a Customer Success Manager |
| G2 rating | 4.4/5 from 14,393 reviews (Sales Hub) | 3.9/5 from 33 reviews (Thryv Keap listing) |
| Nonprofit discount | 40% off net-new Professional or Enterprise products for eligible new nonprofit customers on an annual contract; Starter is excluded | — |
| Startup discount | HubSpot for Startups: 90% off year 1 for eligible Seed and Series A companies | — |
| Annual billing | — | Base plan billed at $3,195/year (about $266/mo), against $320/mo billed monthly; the page doesn't say whether extra users cost less on annual billing |
| Sign up | HubSpot | Keap |
The short version
Pick HubSpot if you want to start free or keep costs low as you add salespeople: Starter is $20 a seat at its normal price, with no setup fee. Pick Keap if you run a service business that wants marketing automation, texting, invoices and payments in one plan, and you can budget $320 a month for 2 users plus a required $500 implementation package. Keap's base plan covers only 1,500 contacts.
Price at 5, 20 and 50 users
Year-one cost from our shared cost table:
| Plan | 5 users | 20 users | 50 users |
|---|---|---|---|
| HubSpot Starter (list, $20, annual) | $1,200 | $4,800 | $12,000 |
| HubSpot Starter (new customers, $7, annual) | $420 | $1,680 | $4,200 |
| HubSpot Professional ($90, incl. $1,500 onboarding) | $6,900 | $23,100 | $55,500 |
| Keap (billed monthly, incl. $500 implementation) | $5,744 | $12,764 | $26,804 |
Keap's figures are $320 x 12 for the first 2 users, plus $39 x 12 for each extra user, plus $500. At 5 users that's $3,840 + $1,404 + $500 = $5,744 (Keap pricing). These figures assume 1,500 contacts; Keap prices more contacts in tiers.
Keap's annual billing lists the base plan at $3,195 a year, but the page doesn't say what extra users cost on annual billing, so we can't price a 5-user annual Keap plan.
HubSpot calls $20 its normal Starter price; $7 annual and $10 month to month are new-customer prices (HubSpot pricing).
Features that differ
Keap's features page lists broadcast, one-to-one and automated emails triggered by contact activity, AI-built campaigns, lead capture forms that start automations, and landing pages with multi-page sales funnels (Keap features). It includes one-to-one texts (US and Canada) and automated texts (US only), built-in payment processing in the US with PayPal and Stripe support, one-time and recurring invoices, and booking links synced with Gmail or Outlook calendars. The base plan includes 500 texts and 100 voice minutes (US only).
HubSpot's CRM page lists contact and deal management, email open notifications, meeting scheduling, quotes and live chat, plus forms, landing pages, email marketing, ticketing, a shared inbox and a chatbot builder (HubSpot CRM). Its Breeze Assistant researches companies and summarizes records, and its Marketplace has over 2,000 apps.
The difference: Keap puts payments, invoices and texting in its single plan. HubSpot spreads tools across free, Starter and Professional, with sequences and lead scoring only on Professional (HubSpot Sales pricing).
Contracts, setup fees and limits
Keap requires an implementation package, $500 on its services page (shown against $1,500). Annual contracts carry a $299 early termination fee, and you cancel by phone at least 10 days before the next invoice (Keap pricing). The free trial needs no card but is limited to 25 emails, with no payments or texting. Support includes US-based phone support on weekdays, 24/7 chat and a Customer Success Manager.
HubSpot Starter can be month to month with no setup fee and includes up to 15 pipelines, 50 workflows and 500 calling minutes. Professional requires an annual commitment even when paid monthly, plus a $1,500 onboarding fee (HubSpot Sales pricing). HubSpot's free plan covers 2 users and 1,000 contacts with no time limit; Starter support is email and chat, and Professional adds phone.
Which one fits your team
- A coaching business that sells packages and bills clients: Keap's built-in payments and recurring invoices fit that flow.
- A 20-person sales team: HubSpot Starter at $4,800 a year against Keap at $12,764.
- A two-person shop that isn't ready to pay: HubSpot's free plan. Keap has no free plan.
- A business with 10,000 contacts: Keap's base plan covers 1,500, so price the larger contact tier on Keap's pricing page first.
- An owner who wants phone support and a named contact: Keap includes a Customer Success Manager; HubSpot adds phone support on Professional.
On G2, HubSpot Sales Hub rates 4.4/5 from 14,393 reviews (G2). Keap rates 3.9/5 from 33 reviews on its current Thryv listing (G2).
How we compared
We read HubSpot's and Keap's pricing, terms and product pages and their G2 listings, checked on Nov 12, 2026. This comparison is research-based; we did not run these CRMs ourselves. Costs are list price per user times users times 12, plus any required setup fee.
Full reviews: HubSpot · Keap · all CRMs ranked
Sources
- www.hubspot.com/pricing/crm (checked Nov 12, 2026)
- www.hubspot.com/pricing/sales (checked Nov 12, 2026)
- www.hubspot.com/products/crm (checked Nov 12, 2026)
- www.g2.com/products/hubspot-sales-hub/reviews (checked Nov 12, 2026)
- www.hubspot.com/nonprofits (checked Nov 12, 2026)
- www.hubspot.com/startups (checked Nov 12, 2026)
- keap.com/pricing (checked Nov 12, 2026)
- www.g2.com/products/thryv-keap/reviews (checked Nov 12, 2026)