Wave vs Keap
A head-to-head comparison to help you pick the right tool
Last updated: April 30, 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 →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.
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.
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
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
Wave vs Keap: Side by Side
| Factor | Wave | Keap |
|---|---|---|
| User Rating | N/A | 4.3/5 ★ |
| Category | Accounting Software | CRM Software |
| Pricing Model | Freemium | Paid |
| Starting Price | Free | $249/mo |
| Best For | Solopreneurs and very small businesses wanting free accounting and invoicing software | Service-based small businesses wanting CRM and marketing automation in one |
| Our Pick | — | 🏆 Recommended |
Wave Features
- ✓Free accounting
- ✓invoicing
- ✓receipt scanning
- ✓bank connections
- ✓financial reporting
- ✓payments processing
- ✓payroll add-on
- ✓mobile app
Keap Features
- ✓CRM
- ✓email marketing automation
- ✓invoicing and payments
- ✓appointment scheduling
- ✓landing pages
- ✓text marketing
- ✓reporting
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 Wave if solopreneurs and very small businesses wanting free accounting and invoicing software. Choose Keap if service-based small businesses wanting crm and marketing automation in one.
Best For
Solopreneurs and very small businesses wanting free accounting and invoicing software
Best For
Service-based small businesses wanting CRM and marketing automation in one
Also Consider
If neither Wave nor Keap is the right fit, Dext is worth evaluating.
Dext
Bookkeepers, accountants, and businesses with high receipt volumes wanting to eliminate manual data entry
From $15/mo
Frequently Asked Questions
What is the difference between Wave and Keap?
Wave is best for solopreneurs and very small businesses wanting free accounting and invoicing software. Keap is best for service-based small businesses wanting crm and marketing automation in one.
Which is better, Wave or Keap?
Choose Wave if solopreneurs and very small businesses wanting free accounting and invoicing software. Choose Keap if service-based small businesses wanting crm and marketing automation in one.
How much does Wave cost?
Wave starts at Free. Pricing model: Freemium.
How much does Keap cost?
Keap starts at $249/mo. Pricing model: Paid.
Who should use Wave?
Solopreneurs and very small businesses wanting free accounting and invoicing software
Who should use Keap?
Service-based small businesses wanting CRM and marketing automation in one