Keap vs Wave
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.
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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.
Wave
Wave is a free accounting and invoicing platform designed for small businesses, freelancers, and solopreneurs. It offers genuinely free accounting, invoicing, and receipt scanning with no subscription fee. Wave makes money through payment processing and payroll add-ons. It is one of the best free accounting tools available for very small businesses with simple needs.
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
- ✓Genuinely free accounting and invoicing — no subscription required
- ✓Clean and easy to use interface
- ✓Good enough for most very small businesses and freelancers
- ✓Receipt scanning and bank connections included free
Cons
- ✗Limited features compared to paid alternatives
- ✗Customer support is minimal on the free plan
- ✗Not suitable for growing businesses with complex needs
- ✗Payroll and payment processing add-ons can add up in cost
Keap vs Wave: Side by Side
| Factor | Keap | Wave |
|---|---|---|
| User Rating | 4.3/5 ★ | N/A |
| Category | CRM Software | Accounting Software |
| Pricing Model | Paid | Freemium |
| Starting Price | $249/mo | Free |
| Best For | Service-based small businesses wanting CRM and marketing automation in one | Solopreneurs and very small businesses wanting free accounting and invoicing software |
| Our Pick | 🏆 Recommended | — |
Keap Features
- ✓CRM
- ✓email marketing automation
- ✓invoicing and payments
- ✓appointment scheduling
- ✓landing pages
- ✓text marketing
- ✓reporting
Wave Features
- ✓Free accounting
- ✓invoicing
- ✓receipt scanning
- ✓bank connections
- ✓financial reporting
- ✓payments processing
- ✓payroll add-on
- ✓mobile app
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 Wave if solopreneurs and very small businesses wanting free accounting and invoicing software.
Best For
Service-based small businesses wanting CRM and marketing automation in one
Best For
Solopreneurs and very small businesses wanting free accounting and invoicing software
Also Consider
If neither Keap nor Wave 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 Wave?
Keap is best for service-based small businesses wanting crm and marketing automation in one. Wave is best for solopreneurs and very small businesses wanting free accounting and invoicing software.
Which is better, Keap or Wave?
Choose Keap if service-based small businesses wanting crm and marketing automation in one. Choose Wave if solopreneurs and very small businesses wanting free accounting and invoicing software.
How much does Keap cost?
Keap starts at $249/mo. Pricing model: Paid.
How much does Wave cost?
Wave starts at Free. Pricing model: Freemium.
Who should use Keap?
Service-based small businesses wanting CRM and marketing automation in one
Who should use Wave?
Solopreneurs and very small businesses wanting free accounting and invoicing software