HubSpot vs Keap (formerly Infusionsoft): which should you choose?
Quick answer: HubSpot is built for growing b2b teams, while Keap (formerly Infusionsoft) suits service-based small businesses. For most users Keap (formerly Infusionsoft) is the stronger default, but HubSpot can be the better fit depending on your budget and use case. HubSpot has the lower entry price.
If you're weighing HubSpot against Keap (formerly Infusionsoft), the right answer depends on your priorities. Below we compare them on pricing, strengths and the use cases each one fits, then give a clear verdict.
Side-by-side
| HubSpot | Keap (formerly Infusionsoft) | |
|---|---|---|
| Category | CRM | CRM |
| What it's known for | Full CRM platform with marketing, sales and service hubs; email marketing inside a broader suite. | CRM + marketing automation + light commerce built for small service businesses. |
| Pricing | Free CRM + free Marketing tools; Marketing Hub Starter from ~$15-20/mo/seat, scaling to Pro and Enterprise. | No free plan; from ~$249/mo (contact-based tiers), positioned premium for SMBs. |
| Best audience | Growing B2B teams that want CRM, sales and marketing automation unified rather than a standalone email tool. | Service-based small businesses wanting CRM, marketing automation and invoicing together. |
| Best for | Growing B2B teams, All-in-one CRM + marketing, High-ticket affiliate payouts | Service-based small businesses, CRM + automation + invoicing, Sales pipeline management |
| Entry price | Free | $249/mo annual ($299 monthly) |
| Biggest strength | Free CRM and free marketing tools to start. | All-in-one CRM + automation + light commerce for service businesses. |
| Main caveat | Professional tier is expensive ($890/mo) with a one-time ~$3,000 onboarding fee. | Expensive: starts at $249/mo (annual) and scales with contacts/users. |
Features compared
Beyond the spec sheet, these are the capabilities that define each tool:
HubSpot key features
- Full CRM with marketing, sales, service, content and operations hubs
- Email marketing inside a broader automation suite
- Omni-channel workflows (email, social, ads, chat) on Professional+
- Lead scoring, campaigns and AI-powered email (Professional)
Keap (formerly Infusionsoft) key features
- CRM with contact management, tagging and segmentation
- Visual ('when-then') automation builder with templates
- Email marketing and SMS (tier 1 included)
- Sales pipeline, appointment scheduling, quotes and invoices
Pricing tiers side by side
HubSpot plans
| Plan | Price | What's included |
|---|---|---|
| Free | $0 | free CRM + basic marketing tools (email, forms, landing pages) |
| Marketing Starter | ~$20/seat/mo annual (1,000 contacts) | removes branding, simple automation, email/chat support |
| Marketing Professional | ~$890/mo annual (2,000 contacts, 3 seats) | omnichannel automation, lead scoring, AI email; ~$3,000 onboarding fee |
| Marketing Enterprise | ~$3,600/mo annual (10,000 contacts, 5 seats) | advanced controls and reporting |
Keap (formerly Infusionsoft) plans
| Plan | Price | What's included |
|---|---|---|
| Keap (unified) | $249/mo annual ($299 monthly) | 2 users, full feature set, contact-based scaling |
| Add-ons | $39/mo per extra user; from $0.036/contact/mo | scale by users and contacts |
| Implementation | from $500 one-time | mandatory onboarding/migration fee |
Tiers compiled from the vendors' published plans and independent reviews; prices are approximate and change often, so confirm current figures (and your region's taxes) on each vendor's site.
Strengths compared
Where HubSpot wins
Email marketing embedded in a best-in-class CRM, so data and automation stay unified as a B2B team grows.
- Free CRM and free marketing tools to start.
- Email lives inside a complete CRM, ideal as you scale.
That makes it the stronger pick for growing B2B teams that want CRM, sales and marketing automation unified rather than a standalone email tool.
Where Keap (formerly Infusionsoft) wins
CRM, automation and invoicing built specifically for small service businesses, in one unified plan.
- All-in-one CRM + automation + light commerce for service businesses.
- Single unified plan: everyone gets the full feature set.
That makes it the stronger pick for service-based small businesses wanting CRM, marketing automation and invoicing together.
Verdict: choose by fit
There is no single winner; it depends on where you sit.
- Choose HubSpot if you fit its core audience — growing B2B teams that want CRM, sales and marketing automation unified rather than a standalone email tool.
- Choose Keap (formerly Infusionsoft) if you fit its core audience — service-based small businesses wanting CRM, marketing automation and invoicing together.
FAQ
Is HubSpot better than Keap (formerly Infusionsoft)?
Keap (formerly Infusionsoft) is the stronger default for most users, but HubSpot can be the better fit depending on your budget and use case.
What is the main difference between HubSpot and Keap (formerly Infusionsoft)?
HubSpot is email marketing embedded in a best-in-class CRM, so data and automation stay unified as a B2B team grows. Keap (formerly Infusionsoft) is cRM, automation and invoicing built specifically for small service businesses, in one unified plan.
Which is cheaper, HubSpot or Keap (formerly Infusionsoft)?
Entry pricing differs: HubSpot offers a free tier, while Keap (formerly Infusionsoft) starts at $249/mo annual ($299 monthly). Compare the tiers above against your usage.
Sources
Facts above are drawn from these independent reviews and the vendors' own pages for HubSpot and Keap (formerly Infusionsoft):