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Marketing Automation

HubSpot vs Keap: Which Marketing Platform Fits Your Business in 2026?

HubSpot scales per seat from a cheap entry point; Keap is a single flat-priced platform combining CRM, marketing, e-commerce checkout and invoicing built for small businesses. Here is what each actually costs.

By Bill Belcamino · Last updated September 23, 2026 · Our methodologyResearched and fact-checked by the HelpCompare team
HubSpot logoStarter — $20/seat/mo standing price ($7/seat/mo new-customer promo, limited time)

HubSpot

VS
Keap logoSingle platform plan — $299/mo flat (2 users included, $39/mo per extra user)

Keap

Run the cost calculator Compare pricing tiers
HubSpot vs KeapVerified Sep 23, 2026
Bottom line Editorial assessment

Which is better, HubSpot or Keap?

Choose HubSpot for the cheapest entry price and a free plan; choose Keap if you want CRM, invoicing, checkout, payments and scheduling bundled into one flat price. HubSpot Starter is $20/seat/mo versus Keap's $299/mo flat (2 users included).

Heads up: HubSpot is currently running a limited-time, new-customers-only promo pricing Marketing Hub Starter at $7/seat/mo instead of its $20/seat/mo standing price. The figures on this page use the $20 standing price, since promotions expire; check hubspot.com/pricing for the current offer.

Quick verdict: HubSpot Starter is dramatically cheaper to begin with — $20/seat against Keap’s $299/mo flat — but that comparison undersells what Keap bundles in: sales pipeline, appointment scheduling, invoicing, checkout forms and built-in payment processing alongside CRM and marketing automation, all in one flat price covering 2 users. HubSpot’s equivalent breadth (CRM plus commerce-adjacent tools) requires stacking multiple Hubs and higher tiers. For a true solo operator, HubSpot is far cheaper to start; for a small business that wants one platform running its whole operation, Keap’s flat price can undercut assembling the equivalent in HubSpot.
Verified data

HubSpot vs Keap: quick facts

At a glanceHubSpotKeap
CategoryMarketing Automation
Entry priceStarter — $20/seat/mo standing price ($7/seat/mo new-customer promo, limited time)Single platform plan — $299/mo flat (2 users included, $39/mo per extra user)
Free planFree — 2 users, 2,000 branded email sends/mo, landing pages, forms, live chatNo free plan — free trial only (capped at 25 emails, no payments or texting)

Is HubSpot cheaper than Keap?

HubSpot, by a wide margin at the entry level: $20/seat/mo against Keap’s $299/mo flat (which does include 2 users). For a 2-person team, that is $40/mo on HubSpot Starter versus $299/mo on Keap — but Keap’s $299 already includes checkout forms, invoicing, appointment scheduling and payment processing that HubSpot Starter does not include at any price. Compare like-for-like features, not just the sticker, before deciding.

Verified data

HubSpot vs Keap at a glance

CategoryHubSpotKeap
Entry price (standing)Starter $20/seat/moKeap $299/mo flat (2 users included)
Free plan2 users, 2,000 branded sends/moNone — free trial only
Pricing basisPer seatFlat account fee, $39/mo per extra user beyond 2
CRM includedYes, full CRM shared across HubsYes, built in
Invoicing & checkoutNot on Marketing Hub StarterIncluded — invoices, checkout forms, payment processing
Appointment schedulingNot includedIncluded
Text/SMS marketingNot on Starter500 messages/100 voice minutes included
Built forTeams wanting CRM plus marketing, scalable by seatSolo operators and small teams wanting one all-in-one platform

Verified September 23, 2026Prices recorded from each vendor’s own pricing page. See sources

Prices in USD from hubspot.com/pricing/marketing and keap.com/pricing, both checked September 23, 2026.

Editorial assessment

How they actually differ

Both combine CRM and marketing, but Keap goes further into running the actual business — invoicing, checkout, appointments — while HubSpot keeps those in separate, higher-priced Hubs.

What “all-in-one” means for each

Keap’s single $299/mo plan (Keap eliminated tiered pricing in 2026) bundles CRM, email/text marketing, sales pipeline, appointment scheduling, quotes, invoicing, checkout forms and native payment processing. HubSpot Marketing Hub Starter covers CRM and marketing only — invoicing, checkout and payments live in HubSpot’s separate Commerce tools and higher-tier Sales/Service Hubs, which add to the total bill.

How the price scales

HubSpot Starter is cheap per seat but climbs steeply at Professional ($800/mo, required $1,500 onboarding fee at that tier historically). Keap is a flat $299 covering 2 users, then $39/mo per additional user — a predictable, if higher, starting cost that does not require upgrading to a materially different tier as you add basic features.

Moving between them

Keap’s implementation packages explicitly include data import and migration services (for a fee). HubSpot’s pricing page does not surface a dedicated Keap importer; contact and deal data typically moves by CSV export and import either direction.

Editorial assessment

Pros & cons

HubSpot

Pros

  • Far cheaper entry price for a solo user or small team
  • Free plan available (2 users)
  • Deeper native AI and reporting ecosystem
  • Scales predictably per seat at the entry tier

Cons

  • Invoicing, checkout and payments are not on Marketing Hub Starter
  • No native appointment scheduling
  • Professional tier is a steep jump from Starter
  • Assembling Keap-equivalent breadth needs multiple Hubs

Keap

Pros

  • One flat price covers CRM, marketing, invoicing, checkout and payments
  • Built-in appointment scheduling
  • Text/SMS marketing included at the base tier
  • Migration/data-import services included in implementation packages

Cons

  • $299/mo is a high starting price versus HubSpot’s $20/seat
  • No free plan, trial only
  • Implementation services are often required and cost extra
  • Less depth in general marketing automation than HubSpot’s workflow builder
Verified data

Cost calculator: what does your team actually pay?

HubSpot

 
$0/mo

Keap

 
$0/mo
 

HubSpot’s price scales per seat entered above. Keap’s $299/mo includes 2 users; each additional user beyond that is $39/mo, calculated from the number entered above. Checked September 23, 2026.

Choose HubSpot if…

You want the cheapest entry price, a free plan option, or deep general-purpose marketing automation, and can add commerce tools separately as needed.

Choose Keap if…

You want one flat-priced platform running CRM, marketing, invoicing, checkout, payments and appointments together without stitching together separate tools.

Total cost over time

Uses your selections above. Estimate excludes add-ons, overages, and negotiated discounts.

Ready to pick your marketing platform?

HubSpot has a free plan; Keap offers a free trial. Map out which specific features (invoicing, checkout, scheduling) you actually need before comparing totals.

See HubSpot pricing See Keap pricing

Frequently Asked Questions

Is HubSpot cheaper than Keap?

At the entry tier, yes, by a wide margin: $20/seat/mo against Keap’s $299/mo flat. Keap’s price does include more built-in functionality (invoicing, checkout, scheduling) that HubSpot Starter does not.

Does Keap include invoicing and payment processing?

Yes, built into its single flat-priced plan, along with checkout forms and appointment scheduling. HubSpot keeps these in separate Commerce tools and higher tiers.

How many users are included?

HubSpot Starter scales per seat with no included minimum; Keap includes 2 users in its $299/mo price, then charges $39/mo per additional user.

Does Keap still have Pro and Max plans?

No — Keap moved to a single all-inclusive plan in 2026, eliminating its older tiered pricing.

Migration Guides

Already decided? Here’s how to actually switch.

Step-by-step migration guides covering what transfers automatically, what doesn’t, and how to handle the gap — in both directions.

Switching from HubSpot to Keap Switching from Keap to HubSpot
Editorial assessment

When to Buy — and When to Walk Away

Every “best marketing platform” listicle tells you why to buy. Here’s the other half: the specific conditions under which HubSpot or Keap is the wrong purchase for your team.

HubSpot

Buy HubSpot if:

  • You want the cheapest possible entry price
  • A free plan matters for your starting budget
  • You want deep general-purpose marketing automation

Do NOT buy HubSpot if:

  • You need invoicing, checkout or appointment scheduling built in
  • You want one flat price instead of stacking Hubs and tiers
  • You are a solo operator running the whole business through one tool

Keap

Buy Keap if:

  • You want CRM, marketing, invoicing, checkout and payments in one platform
  • You need built-in appointment scheduling
  • You want text/SMS marketing included at the base tier

Do NOT buy Keap if:

  • You want the lowest possible starting price
  • You want a free plan to start on
  • Your needs are marketing-only without commerce features

Canonical data for the tools on this page

Every pricing fact, rating, AI billing model and switching guide we hold on each tool, on one page, with the date each figure was last verified.

HubSpotPricing, free plan, AI cost & every comparison›KeapPricing, free plan, AI cost & every comparison›
ActiveCampaign vs KeapHead-to-head comparisonHubSpot vs KlaviyoHead-to-head comparisonHubSpot vs MailchimpHead-to-head comparisonKeap vs KlaviyoHead-to-head comparisonKeap vs MailchimpHead-to-head comparisonHubSpot vs Zoho CRMHead-to-head comparison

Sources

Prices on this page were recorded from each vendor’s own pricing page on the date shown at the top of the page. Vendors change pricing often — check the live source before you buy.

Every figure is also in our open dataset (JSON and CSV, CC BY 4.0), with its source page and verification date. See how we research pricing.

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01 · CompareWhich tool fits your team, side by side.113 comparisons 02 · Price & approveSourced, dated pricing and a one-page brief for sign-off.Decision brief 03 · SwitchWhat moves, what you rebuild, what it costs.226 guides 04 · ShareDownload and cite the data. CC BY 4.0.Open data
Bill Belcamino, founder of HelpCompare
About the author

Bill Belcamino

Founder and author, HelpCompare

Engineer by training, operator by experience, marketer by choice. Bill spent nine years as an engineer at HP, was COO of Auctiva (the number one third-party selling platform on eBay, past 200,000 users) and ran Google’s $70M/year search syndication partnership at Alot.com. Then he spent 13 years building his own web properties with his own money at stake. He has bought, trialled, integrated and cancelled more SaaS tools than he can count, and started HelpCompare because the real cost of switching tools is the part nobody covers.

“I’ve sat on both sides of the table: the agency recommending the tool and the client paying for it.”

Researched and fact-checked by the HelpCompare team. Pricing on this page was last verified on September 23, 2026. No paid sponsorships, no affiliate commissions.

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