Is Keap Still a Powerhouse? A 2025 Review

Keap (formerly Infusionsoft) has long been a staple in the small business CRM and automation space. Once the go-to platform for entrepreneurs who wanted to automate sales and marketing, Keap promised an all-in-one solution: email, automation, CRM, scheduling, invoicing, and more. But in a fast-moving software world, where does Keap stand today?

This post explores:

• How Keap is holding up in 2025

• Key product updates and news

• Strengths and weaknesses in today’s landscape

• A comparison with MarketerM8 (built on HighLevel)

• Who Keap is right for in 2025

Recent Developments: What’s New at Keap?

1. Thryv Acquisition

In October 2024, Keap was acquired by Thryv Holdings — a move aimed at consolidating small business SaaS solutions. The acquisition has created both optimism and uncertainty: Will Keap benefit from deeper resources or face product stagnation?

2. REST v2 API Rollout

In July 2025, Keap released 200+ new REST API endpoints to modernize its integrations and replace the legacy XMLRPC system. This helps developers and integrations teams, signaling continued investment.

3. Automation Builder Updates

Keap’s visual automation builder received a major upgrade this year, with a clearer layout, improved zooming, and inline actions. It’s a long-needed polish that improves usability for advanced workflows.

4. AI Features & Content Assistant

Keap introduced an AI content assistant, letting users generate email and text copy with simple prompts — aligning with the AI wave across all marketing platforms.

5. UX & Contact Record Improvements

Earlier in 2025, Keap improved its contact record interface, note handling, and filtering. While not revolutionary, these updates streamline daily use for marketers and sales teams.

Strengths That Still Hold Up

• All-in-one approach: CRM, payments, scheduling, automation, and pipeline in one dashboard

• Established user base and partner ecosystem

• Robust automation logic, ideal for campaign builders and tagging systems

• Built-in invoicing and payments, reducing reliance on third-party tools

Ongoing Challenges

• Pricing: Keap can be expensive as you scale. You pay more as contacts grow, and key features may require top-tier plans.

• Learning curve: It still feels complex for non-technical users compared to newer tools

• Design limitations: Some UI elements feel clunky or dated

• Support: Mixed reviews on responsiveness and depth of help

Keap vs MarketerM8 (HighLevel)

For businesses exploring alternatives, one standout is MarketerM8 — powered by HighLevel — a platform offering similar "all-in-one" features but with more flexibility and agency-ready tools.

Verdict?
Keap remains a solid choice for businesses who want mature automations and a familiar ecosystem. But tools like MarketerM8 have emerged with broader multichannel tools, simpler pricing, and built-in AI that push the boundaries of what a CRM can do.

Who Should Use Keap in 2025?

Keap is still a good fit for you if:

• You’re already invested in its ecosystem

• You rely heavily on tagging, invoicing, and complex campaign builders

• You don’t need advanced multichannel outreach (e.g. WhatsApp, voice)

Consider switching if:

• You want SMS, WhatsApp, and email in one place

• You want better pricing predictability as your list grows

• You want funnels, websites, CRM, and automations under one roof

Watch a 9-Minute Demo of MarketerM8 (HighLevel)

Want to see what the MarketerM8 platform looks like in action?

👉 Click here to watch our 9-minute demo walkthrough

We’ve helped countless businesses successfully migrate from Keap to HighLevel. For many, the migration process turns out to be a valuable reset — a chance to identify which automations are working, and which are just cluttering the system.

Whether you’re exploring options or just curious about what modern CRM and automation can look like, this demo is a great starting point.