ActiveCampaign vs Gusto
A head-to-head comparison to help you pick the right tool
Last updated: April 30, 2026
ActiveCampaign
ActiveCampaign is a customer experience automation platform that combines email marketing, marketing automation, and CRM in one powerful tool. It is known for having the most advanced email automation capabilities in its price range. ActiveCampaign is used by over 180,000 businesses that want to deliver personalized customer experiences at scale.
Gusto
Gusto is a full-service payroll platform built for small businesses in the US. It handles payroll taxes automatically, offers employee benefits administration, and includes onboarding tools that make it easy to bring on new hires. Gusto is known for its clean interface and transparent pricing, making it a top choice for founders managing payroll for the first time.
Pros
- ✓Best-in-class email marketing automation at an affordable price
- ✓Powerful segmentation and personalization capabilities
- ✓Strong CRM features integrated with marketing tools
- ✓Excellent deliverability rates
Cons
- ✗Can be complex to set up advanced automations
- ✗CRM features are less robust than dedicated CRM tools
- ✗Interface has a learning curve for new users
Pros
- ✓Automatic federal, state, and local tax filing saves hours each month
- ✓Transparent flat-rate pricing with no hidden fees
- ✓Excellent onboarding flow with offer letters and e-signatures
- ✓Strong benefits administration including health, dental, and 401k
Cons
- ✗International payroll is limited and requires third-party tools
- ✗Can get expensive as headcount grows beyond 50 employees
- ✗Reporting and analytics are basic compared to enterprise tools
ActiveCampaign vs Gusto: Side by Side
| Factor | ActiveCampaign | Gusto |
|---|---|---|
| User Rating | N/A | N/A |
| Category | CRM Software | Payroll Software |
| Pricing Model | Paid | Paid |
| Starting Price | $15/mo | $40/mo + $6/person |
| Best For | SMBs wanting powerful email marketing automation combined with a CRM | Small businesses under 100 employees wanting full-service payroll with benefits |
| Our Pick | — | — |
ActiveCampaign Features
- ✓Email marketing
- ✓marketing automation
- ✓CRM
- ✓lead scoring
- ✓site tracking
- ✓SMS marketing
- ✓landing pages
- ✓reporting
Gusto Features
- ✓Full-service payroll
- ✓automatic tax filing
- ✓direct deposit
- ✓employee benefits
- ✓onboarding
- ✓PTO tracking
- ✓time tracking
- ✓contractor payments
Pricing Comparison
Our Take
Choose ActiveCampaign if smbs wanting powerful email marketing automation combined with a crm. Choose Gusto if small businesses under 100 employees wanting full-service payroll with benefits.
Best For
SMBs wanting powerful email marketing automation combined with a CRM
Best For
Small businesses under 100 employees wanting full-service payroll with benefits
Also Consider
If neither ActiveCampaign nor Gusto is the right fit, Monday.com CRM is worth evaluating.
Monday.com CRM
Teams that want CRM and project management combined in one visual platform
From $12/user/mo
Frequently Asked Questions
What is the difference between ActiveCampaign and Gusto?
ActiveCampaign is best for smbs wanting powerful email marketing automation combined with a crm. Gusto is best for small businesses under 100 employees wanting full-service payroll with benefits.
Which is better, ActiveCampaign or Gusto?
Choose ActiveCampaign if smbs wanting powerful email marketing automation combined with a crm. Choose Gusto if small businesses under 100 employees wanting full-service payroll with benefits.
How much does ActiveCampaign cost?
ActiveCampaign starts at $15/mo. Pricing model: Paid.
How much does Gusto cost?
Gusto starts at $40/mo + $6/person. Pricing model: Paid.
Who should use ActiveCampaign?
SMBs wanting powerful email marketing automation combined with a CRM
Who should use Gusto?
Small businesses under 100 employees wanting full-service payroll with benefits