Keap vs Gusto
A head-to-head comparison to help you pick the right tool
Last updated: September 14, 2026
Keap is our recommended pick for most teams — service-based small businesses wanting crm and marketing automation in one.
Try Keap →Read our full Keap review →Keap
Keap is a CRM and marketing automation platform designed specifically for small businesses and solopreneurs. It combines contact management, email marketing, invoicing, and appointment scheduling in one platform. Keap is ideal for service-based small businesses that want to automate their client follow-up and lead nurturing.
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
- ✓All-in-one platform covering CRM, marketing, and payments
- ✓Strong automation for small service businesses
- ✓Good for automating client follow-up and lead nurturing
- ✓Dedicated small business focus
Cons
- ✗Expensive for what you get compared to alternatives
- ✗Steep learning curve for the automation builder
- ✗Interface feels dated compared to modern CRM tools
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
Keap vs Gusto: Side by Side
| Factor | Keap | Gusto |
|---|---|---|
| User Rating | 4.3/5 ★ | N/A |
| Category | CRM Software | Payroll Software |
| Pricing Model | Paid | Paid |
| Starting Price | $249/mo | $40/mo + $6/person |
| Best For | Service-based small businesses wanting CRM and marketing automation in one | Small businesses under 100 employees wanting full-service payroll with benefits |
| Our Pick | 🏆 Recommended | — |
Keap Features
- ✓CRM
- ✓email marketing automation
- ✓invoicing and payments
- ✓appointment scheduling
- ✓landing pages
- ✓text marketing
- ✓reporting
Gusto Features
- ✓Full-service payroll
- ✓automatic tax filing
- ✓direct deposit
- ✓employee benefits
- ✓onboarding
- ✓PTO tracking
- ✓time tracking
- ✓contractor payments
Pricing Comparison
Best Use Cases
Keap
- →Small service businesses automating follow-up with leads
- →Coaches and consultants managing client pipelines
- →Businesses wanting CRM with built-in email marketing
Who Should NOT Use These Tools
Keap is NOT ideal for:
- ✗Large enterprises needing complex sales workflows
- ✗B2B SaaS companies with long sales cycles
- ✗Teams needing advanced reporting and analytics
Integrations
Keap
Gmail, Outlook, QuickBooks, Zapier, PayPal, Stripe, WooCommerce, Shopify
Our Take
Choose Keap if service-based small businesses wanting crm and marketing automation in one. Choose Gusto if small businesses under 100 employees wanting full-service payroll with benefits.
Best For
Service-based small businesses wanting CRM and marketing automation in one
Best For
Small businesses under 100 employees wanting full-service payroll with benefits
Also Consider
If neither Keap 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 Keap and Gusto?
Keap is best for service-based small businesses wanting crm and marketing automation in one. Gusto is best for small businesses under 100 employees wanting full-service payroll with benefits.
Which is better, Keap or Gusto?
Choose Keap if service-based small businesses wanting crm and marketing automation in one. Choose Gusto if small businesses under 100 employees wanting full-service payroll with benefits.
How much does Keap cost?
Keap starts at $249/mo. Pricing model: Paid.
How much does Gusto cost?
Gusto starts at $40/mo + $6/person. Pricing model: Paid.
Who should use Keap?
Service-based small businesses wanting CRM and marketing automation in one
Who should use Gusto?
Small businesses under 100 employees wanting full-service payroll with benefits