Act-On vs Keap: Pricing and Ratings Compared (2026)
Entry prices and free plans as read on each vendor's pricing page, and user ratings as published on review sites, for Act-On and Keap side by side. This page compares data; it is not a hands-on review.
On the data: On the data below, Act-On leads on higher user rating. We do not name an overall winner for this pair.
Short on time? Here's the quick answer
Based on published vendor pricing and features and on public review data, here's who should pick what:
Act-On
Marketing automation for growth
Keap
CRM and automation for small businesses
| At a Glance | Act-On | Keap |
|---|---|---|
Starts at | From $900/mo flat, billed monthly Professional plan | From $249/mo, billed monthly Pro plan |
Category | Marketing Automation Email Marketing | CRM Marketing Automation |
Rating | 4.2/5 G2 4.1 · Capterra 4.3 · TrustRadius 4.2 1,558 reviews | 3.8/5 Capterra 4.1 · TrustRadius 3.4 · G2 3.8 1,542 reviews |
Free plan | No | No |
Watch out for | Potential onboarding/setup fees | Overage fees for additional contacts |
Choose Act-On or Keap?
Choose Act-On if
- You need marketing automation features specifically.
Choose Keap if
- You need CRM features specifically.
In-Depth Analysis
Act-On
Marketing automation for growth
However, this often indicates a higher price point, likely placing it in the expensive category compared to market averages for similar feature sets.
Watch out
Potential onboarding/setup fees
Strengths
- Pro: Flexible pricing model based on active contacts marketed to, not total database size.
- Pro: Comprehensive suite of marketing automation tools including email, analytics, lead generation, lead scoring, and sales enablement.
- Pro: Strong emphasis on customer support and professional services, including implementation and migration assistance.
- Pro: Advanced AI capabilities for marketing analytics, segmentation, and email content generation.
- Pro: High email deliverability rates due to proprietary SMTP servers and expert services, ensuring compliance with regulations like CAN-SPAM, CCPA, GDPR, and HIPAA.
Weaknesses
- Con: Specific pricing details are not transparently listed and require contacting sales for a quote.
- Con: While AI is mentioned, the extent of its application across all features isn't fully detailed.
- Con: The platform's complexity for new users or smaller teams without dedicated marketing resources is not explicitly addressed.
Key features
Keap
CRM and automation for small businesses
Keap's pricing is on the expensive side for small businesses, with the Pro tier starting at $249/month for only 1500 contacts and 2 users.
Watch out
Overage fees for additional contacts
Strengths
- Pro: CRM for small business
- Pro: Marketing automation
- Pro: Good for solopreneurs
- Pro: Email marketing
- Pro: Fair pricing
Weaknesses
- Con: Learning curve
- Con: UI could improve
- Con: Per-contact pricing
- Con: Limited enterprise features
- Con: Better modern alternatives
Key features
Plans and prices: Act-On vs Keap
| Tool | Plans and prices | Source |
|---|---|---|
| Act-On |
| act-on.com/pricing read Nov 7, 2026 |
| Keap |
| keap.com/pricing |
Prices as read on each vendor's own pricing page on the date shown. Plans are listed per tool and are not matched against the other tool's plans: a plan name or price in one column says nothing about the same row in the other. Details on Act-On pricing and Keap pricing.
Key Takeaways
Act-On
- Higher user rating: 4.2/5 vs 3.8/5
Keap
- Worth considering for CRM
What the data shows
On the data below, Act-On leads on higher user rating. We do not name an overall winner for this pair.
- Act-On has the higher user rating (4.2/5 from 1,558 reviews for Act-On, 3.8/5 from 1,542 reviews for Keap).
- Entry prices are not ranked, they are charged on different bases: Act-On $900/mo flat, billed monthly; Keap $249/mo, billed monthly.
Criteria: user rating (only above 20 reviews on both sides, gap of 0.2 or more), entry price (only on the same billing basis), free plan. How we rate
Frequently Asked Questions
How do Act-On and Keap compare in 2026?
On the data below, Act-On leads on higher user rating. We do not name an overall winner for this pair. Act-On has the higher user rating (4.2/5 from 1,558 reviews for Act-On, 3.8/5 from 1,542 reviews for Keap). Entry prices are not ranked, they are charged on different bases: Act-On $900/mo flat, billed monthly; Keap $249/mo, billed monthly.
What are Act-On and Keap used for?
Act-On: Marketing automation for growth. Keap: CRM and automation for small businesses.
What does Act-On cost vs Keap?
Act-On's cheapest paid plan is Professional at $900/mo flat, billed monthly. Keap's cheapest paid plan is Pro at $249/mo, billed monthly. Prices read on the vendors' pricing pages, latest check Nov 7, 2026.
What's the main difference between Act-On and Keap?
Act-On's main strength: flexible pricing model based on active contacts marketed to, not total database size. Keap's main strength: CRM for small business.
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