Act-On vs Keap: Which is Better in 2026?
Choosing between Act-On and Keap comes down to understanding what each tool does best. This comparison breaks down the key differences so you can make an informed decision based on your specific needs, not marketing claims.
Bottom line: Keap wins this matchup. HubSpot is our overall Marketing Automation pick. HubSpot is our free Marketing Automation pick. Pick Act-On if you need marketing automation.
Short on time? Here's the quick answer
We've tested both tools. Here's who should pick what:
Act-On
Marketing automation for growth
Best for you if:
- • You want flexible pricing model based on active contacts marketed to, not total database size
- • You want comprehensive suite of marketing automation tools including email, analytics, lead generation, lead scoring, and sales enablement
Keap
CRM and automation for small businesses
Best for you if:
- • You want cRM for small business
- • You want marketing automation
| At a Glance | Act-On | Keap |
|---|---|---|
Starts at | Custom | $249/moPro |
Best For | Marketing Automation | CRM |
Rating | 4.2/5 | 3.8/5 |
Free plan | - | No |
Choose Act-On or Keap?
Choose Act-On if
Marketing automation for growth
- You want flexible pricing model based on active contacts marketed to, not total database size
- You want comprehensive suite of marketing automation tools including email, analytics, lead generation, lead scoring, and sales enablement
- Your work is marketing automation-shaped, not CRM-shaped
Choose Keap if
CRM and automation for small businesses
- You want cRM for small business
- You want marketing automation
- Your work is CRM-shaped, not marketing automation-shaped
| Feature | Act-On | Keap |
|---|---|---|
| Pricing Model | Contact | Paid |
| User Rating | ★4.2/5 1,558 reviews | ★3.8/5 1,542 reviews |
| Categories | Marketing AutomationEmail Marketing | CRMMarketing Automation |
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
- +Flexible pricing model based on active contacts marketed to, not total database size.
- +Comprehensive suite of marketing automation tools including email, analytics, lead generation, lead scoring, and sales enablement.
- +Strong emphasis on customer support and professional services, including implementation and migration assistance.
- +Advanced AI capabilities for marketing analytics, segmentation, and email content generation.
- +High email deliverability rates due to proprietary SMTP servers and expert services, ensuring compliance with regulations like CAN-SPAM, CCPA, GDPR, and HIPAA.
Weaknesses
- -Specific pricing details are not transparently listed and require contacting sales for a quote.
- -While AI is mentioned, the extent of its application across all features isn't fully detailed.
- -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
- +CRM for small business
- +Marketing automation
- +Good for solopreneurs
- +Email marketing
- +Fair pricing
Weaknesses
- -Learning curve
- -UI could improve
- -Per-contact pricing
- -Limited enterprise features
- -Better modern alternatives
Key features
Pricing: Act-On vs Keap
| Plan | Act-On | Keap |
|---|---|---|
| Tier 1 | Contact Professional | $249 Pro |
| Tier 2 | Contact Enterprise | $399 Max |
| Tier 3 | N/A | Custom Ultimate |
Pricing verified from each vendor's public pricing page. Compare in detail on Act-On pricing and Keap pricing.
Who Should Use What?
On a budget?
Both are contact. Compare plans on their websites.
Go with: Keap
Want the highest-rated option?
Act-On: 4.2/5 (1,558 reviews). Keap: 3.8/5 (1,542 reviews).
Go with: Act-On
Value user reviews?
Act-On: 1,558 reviews (4.2/5). Keap: 1,542 reviews (3.8/5).
Go with: Act-On
3 Questions to Help You Decide
What's your budget?
Act-On is contact. Keap is paid.
What's your use case?
Act-On is a marketing automation tool. Keap is in CRM. Pick the category that matches your needs.
How important are ratings?
Act-On is rated higher: 4.2/5 vs 3.8/5.
Key Takeaways
Keap
- Our pick for this comparison
Act-On
- Higher user rating: 4.2/5 vs 3.8/5
- Larger review base (1,558 reviews)
- Better fit for marketing automation
The Bottom Line
Keap wins this matchup. HubSpot is our overall Marketing Automation pick. HubSpot is our free Marketing Automation pick.
Frequently Asked Questions
Is Act-On or Keap better?
Keap is rated in our evaluation. Act-On is contact and Keap is paid.
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 is a paid tool. Keap is a paid tool. Visit their websites for detailed pricing.