Zenefits (now TriNet) 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 →Zenefits (now TriNet)
Zenefits was a cloud-based HR platform for small and mid-size businesses. In 2022, Zenefits was acquired by TriNet, one of the largest PEO providers in the US. The Zenefits platform has been integrated into TriNet's product suite. Businesses previously using Zenefits are now served under the TriNet brand.
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
- ✓Strong benefits administration with a wide carrier network
- ✓Easy employee self-service for benefits enrollment and changes
- ✓Affordable base pricing for small teams
- ✓Good compliance tools for ACA and other regulations
Cons
- ✗Payroll processing costs extra as an add-on
- ✗Customer support quality has been inconsistent historically
- ✗Less suitable for companies that need advanced HR or payroll features
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
Zenefits (now TriNet) vs Keap: Side by Side
| Factor | Zenefits (now TriNet) | Keap |
|---|---|---|
| User Rating | N/A | 4.3/5 ★ |
| Category | HR Software | CRM Software |
| Pricing Model | Paid | Paid |
| Starting Price | $8/employee/mo | $249/mo |
| Best For | Small businesses focused on benefits administration | Service-based small businesses wanting CRM and marketing automation in one |
| Our Pick | — | 🏆 Recommended |
Zenefits (now TriNet) Features
- ✓Benefits administration
- ✓payroll
- ✓time tracking
- ✓compliance
- ✓onboarding
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 Zenefits (now TriNet) if small businesses focused on benefits administration. Choose Keap if service-based small businesses wanting crm and marketing automation in one.
Best For
Small businesses focused on benefits administration
Best For
Service-based small businesses wanting CRM and marketing automation in one
Also Consider
If neither Zenefits (now TriNet) nor Keap is the right fit, Justworks is worth evaluating.
Justworks
Small businesses wanting Fortune 500 benefits
From $59/employee/mo
Frequently Asked Questions
What is the difference between Zenefits (now TriNet) and Keap?
Zenefits (now TriNet) is best for small businesses focused on benefits administration. Keap is best for service-based small businesses wanting crm and marketing automation in one.
Which is better, Zenefits (now TriNet) or Keap?
Choose Zenefits (now TriNet) if small businesses focused on benefits administration. Choose Keap if service-based small businesses wanting crm and marketing automation in one.
How much does Zenefits (now TriNet) cost?
Zenefits (now TriNet) starts at $8/employee/mo. Pricing model: Paid.
How much does Keap cost?
Keap starts at $249/mo. Pricing model: Paid.
Who should use Zenefits (now TriNet)?
Small businesses focused on benefits administration
Who should use Keap?
Service-based small businesses wanting CRM and marketing automation in one