GoHighLevel and Keap (formerly Infusionsoft) are both CRM and automation platforms but they serve different audiences. GoHighLevel is built for agencies managing multiple clients and offers white-label reselling, sub-account management and full marketing automation from around $97 per month. Keap targets small business owners with CRM, invoicing and email automation from around $249 per month. For UK agencies, GoHighLevel almost always wins on price-to-feature ratio. For a solo consultant wanting invoicing and CRM in one tool, Keap can work - but its cost is hard to justify versus GoHighLevel's all-in-one feature set.
Last updated: 19 May 2026
GoHighLevel launched in 2018 with agencies as the primary buyer. Every feature - white-label portals, sub-accounts, snapshot templates, reseller pricing - is designed around an agency managing 5 to 50+ client businesses. You pay one monthly fee and onboard unlimited clients under your account.
Keap (rebranded from Infusionsoft in 2019) started in 2001 as a small business CRM. Its heritage is in solopreneurs and service businesses who want CRM, automated follow-up sequences and invoicing without needing a developer. Keap's interface is friendlier for non-technical users but its feature ceiling is lower than GoHighLevel.
For UK agencies, the white-label and sub-account architecture of GoHighLevel is the decisive feature. Keap cannot replicate this model at any price point.
Both platforms price in USD, which means UK buyers face currency risk. At the time of writing (May 2026), $1 USD is approximately £0.79.
| Plan | USD/month | Approx GBP/month | Key limits |
|---|---|---|---|
| GoHighLevel Starter | $97 | ~£77 | 1 location, all core features |
| GoHighLevel Agency Unlimited | $297 | ~£235 | Unlimited sub-accounts, white-label desktop |
| GoHighLevel SaaS Pro | $497 | ~£393 | White-label mobile app, SaaS reseller mode |
| Keap Pro | $249 | ~£197 | 1,500 contacts, 2 users, CRM + automation |
| Keap Max | $399 | ~£315 | 2,500 contacts, 3 users, advanced automation |
At GoHighLevel's $297 Agency Unlimited plan you get unlimited client accounts. With Keap at $249 you get 1,500 contacts and two user seats. The structural difference matters enormously for agencies: GoHighLevel scales horizontally across clients while Keap scales vertically for a single business.
Keap also charges per contact above tier limits. UK agencies who import large databases quickly face overage charges. GoHighLevel charges per SMS/email send rather than per contact, which is typically more economical for high-volume sends.
GoHighLevel's visual workflow builder (called "Workflows") covers email, SMS, voicemail drops, Facebook Messenger, WhatsApp, webhook calls and internal tasks in a single drag-and-drop canvas. You can trigger workflows from form submissions, pipeline stage changes, appointment bookings, tag applications or Stripe payments.
Keap's campaign builder is similar in concept but limited to email and basic SMS (US numbers only - a significant limitation for UK businesses). The campaign builder uses a visual canvas but it is older and less intuitive than GoHighLevel's modern interface.
Keap's SMS feature does not support UK mobile numbers natively. You can integrate Twilio separately but this requires development work and adds monthly cost. GoHighLevel has native Twilio integration with UK numbers supported out of the box, or you can use LeadConnector credits for UK SMS without a separate Twilio account.
For a UK agency running SMS follow-up campaigns for clients, GoHighLevel's built-in UK SMS support is a material advantage. A typical UK lead-nurture sequence sending 3 SMS messages and 4 emails costs approximately 15p per lead on GoHighLevel versus needing a separate Twilio account on Keap.
GoHighLevel's trigger set is meaningfully broader, particularly around calls and appointments - critical features for UK service businesses where phone conversion is still primary.
Both platforms use visual Kanban pipelines. GoHighLevel allows unlimited pipelines with custom stages, probability settings and automated actions on stage entry/exit. Keap's pipeline is functional but limited to one pipeline in lower tiers and lacks the automation depth of GoHighLevel's stage triggers.
GoHighLevel's contact record is comprehensive: calls, SMS, emails, notes, tasks, appointments, DND status, tags, custom fields and a conversation history that consolidates all channels. Keap's contact record is strong for email history but weaker on multi-channel view.
For UK agencies managing estate agent clients, solicitors or accountants, the unified contact timeline in GoHighLevel is particularly valuable. A prospect who received 3 emails, called once and booked via Calendly appears on one timeline rather than across separate modules.
GoHighLevel has a reporting dashboard covering pipeline conversion rates, revenue by stage, call stats, appointment shows/no-shows and email performance. Keap's reporting is more developed around email marketing metrics but weaker on sales pipeline analytics.
UK agencies typically use GoHighLevel's snapshot templates to clone a complete CRM setup - pipelines, automations, email templates, forms - into a new client sub-account in under 5 minutes. Keap has no equivalent snapshot/template system for multi-client deployment.
For most UK agencies asking "GoHighLevel vs Keap", the answer is GoHighLevel. The white-label model, unlimited sub-accounts, UK SMS support and broader automation triggers make it the dominant choice. Keap makes sense in narrow use cases where invoicing is central and SMS is not needed.
Many UK businesses are migrating from Keap/Infusionsoft to GoHighLevel. The migration process involves:
A typical Keap-to-GoHighLevel migration for a UK business with 2,000 contacts and 10 automation sequences takes 8-12 hours with an experienced implementer. Softomate Solutions has completed this migration for several UK businesses and can typically reduce the ongoing tool spend by 30-50% post-migration.
Both platforms integrate with third-party tools via native connectors and Zapier/Make.
GoHighLevel integrates natively with: Stripe, PayPal, Google Calendar, Outlook Calendar, Zoom, Google Ads, Facebook Ads, Google My Business, Twilio, Mailgun, SendGrid, WordPress, Shopify and dozens more. The native calendar booking system removes the need for Calendly in most cases.
Keap integrates natively with QuickBooks, Xero, PayPal, Stripe and has a strong accounting integration story. For UK businesses using Xero for bookkeeping, Keap's native Xero sync can be valuable - GoHighLevel requires Zapier or Make to connect to Xero.
For UK businesses running GoHighLevel alongside Xero or Sage, a typical Make.com integration workflow (Stripe payment received in GHL - create invoice in Xero) costs approximately £29 per month via Make's Starter plan and takes 2 hours to configure.
GoHighLevel's community is far larger in 2026. The official Facebook group has over 75,000 members. There are hundreds of YouTube tutorials, courses and certified implementers globally. In the UK, there are 40+ certified GHL agencies including Softomate Solutions who can implement and white-label the platform for you.
Keap's community is smaller but its support team has a strong reputation for responsiveness. Keap's UK user base is limited, meaning local implementers are harder to find.
GoHighLevel's support model has historically been criticised for slow response times. In 2025-2026 they improved with a tiered support system and a 24/7 chat option. For agency plans, dedicated support is available.
When evaluating support, consider the total ecosystem cost. GoHighLevel's large implementation partner network in the UK means you can hire a local agency to build and maintain your GHL setup. Keap's thinner UK partner network means remote US-based consultants or self-implementation.
For most UK agencies and service businesses, yes. GoHighLevel covers CRM, email marketing, SMS, landing pages, appointment booking, automations and reporting. The main gap versus Keap is native invoicing - GoHighLevel has invoice features but they are less polished than Keap's. If invoicing is central to your business, a GoHighLevel plus Xero combination via Make.com is the recommended UK setup.
Yes, Keap accepts UK customers and charges in USD. However, Keap's SMS feature requires a US phone number - UK mobile number sending is not natively supported and requires a Twilio integration. This is a significant limitation for UK businesses relying on SMS follow-up campaigns.
Keap rebranded from Infusionsoft in 2019 to differentiate from the perception that Infusionsoft was complex and enterprise-focused. The core product architecture remains similar. If you used Infusionsoft before 2019, the Keap Pro and Max plans are the direct successors. Many UK businesses migrated from Infusionsoft to GoHighLevel between 2020 and 2024.
For a UK agency setting up GoHighLevel from scratch, a complete implementation including pipelines, 3-5 automations, website chat widget, appointment calendar, email templates and sub-account structure takes 20-30 hours. Softomate Solutions delivers this in 2-3 weeks. Using GoHighLevel snapshots reduces this to 8-12 hours for subsequent client onboardings.
GoHighLevel does not charge per contact for CRM storage - contacts are unlimited. However, email sends and SMS messages are charged per message using a credit system called LeadConnector. Typical UK costs: SMS at approximately 2p per message, email at around 0.15p per send. Most agencies budget £20-50 per month per active client account for sending costs.
GoHighLevel offers a 14-day free trial on both the Starter and Agency Unlimited plans. No credit card is required to start the trial. The trial includes full access to all features. After 14 days you are charged the plan's monthly fee unless cancelled. Many UK agencies start on the $97 Starter plan and upgrade after their first paid client onboarding.
Both platforms provide GDPR tools including data export, deletion rights and consent fields. GoHighLevel stores data on US servers with standard contractual clauses for EU/UK data transfers. Keap similarly uses US infrastructure. For UK businesses under UK GDPR post-Brexit, both platforms can be configured compliantly, but you should review their Data Processing Agreements (DPAs) and ensure consent capture is properly configured for your use case.
The Agency Unlimited plan at $297 per month is the recommended starting point for UK agencies. It includes unlimited sub-accounts (client accounts), white-label desktop access and the full feature set. The $97 Starter plan limits you to one location and does not include the sub-account model needed for managing multiple clients. Most UK agencies recoup the plan cost with 2-3 paying clients at £150-300 per month each for CRM management services.
GoHighLevel beats Keap for UK agencies on almost every dimension: price per client served, UK SMS support, white-label capability and automation breadth. Keap has a narrower use case for solo UK service businesses wanting integrated invoicing without the agency model. If you are managing multiple clients, GoHighLevel's sub-account architecture pays for itself after the first two onboardings. Softomate Solutions has delivered 40+ GoHighLevel implementations for UK businesses across London, Manchester and Birmingham - contact us to discuss your CRM migration or new GoHighLevel setup.
Deen Dayal Yadav is the founder of Softomate Solutions, a London-based AI and automation agency. He has delivered 40+ GoHighLevel implementations for UK agencies and businesses, including migrations from Keap, HubSpot and Salesforce. Connect on LinkedIn.
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