Keap Review 2026

For UK service providers—consultants, coaches, trades, and professional services—Keap has long been the automation powerhouse. In 2026, following the Thryv acquisition, the platform has evolved into a sophisticated lifecycle automation engine that eliminates "tool fatigue" by consolidating CRM, marketing, scheduling, and payments into one integrated system.

Executive Summary: The UK Service Business Perspective

Keap (formerly Infusionsoft) occupies a distinct position in the UK SME landscape. It sits between entry-level tools like Mailchimp and enterprise platforms like Salesforce, offering sophisticated automation logic without enterprise-grade complexity or cost. Following the Thryv Holdings acquisition in late 2024, Keap has undergone a strategic transformation, becoming the automation engine within Thryv's "Grow" pillar focused on retention and lifetime value maximisation.

For UK decision-makers, this presents both opportunities and considerations. The platform offers financial stability through Thryv's public backing (NASDAQ: THRY) and an accelerated innovation roadmap. However, businesses must navigate new complexities regarding data sovereignty, potential pricing restructuring, and the evolution from standalone "all-in-one" solution toward modular ecosystem integration.

Core Automation Features: The Lifecycle Engine

Keap's defining capability is its Campaign Builder—a visual automation canvas that represents the operational logic of your business. Unlike simple "drip" marketing tools that follow linear timelines, Keap's architecture is state-based, reacting dynamically to customer behaviour.

1. Campaign Builder Canvas

The Campaign Builder operates on two primary node types: Goals and Sequences. This distinction is critical for handling non-linear customer journeys that UK service businesses require.

• Goals: Binary state changes indicating specific actions (form submission, link click, purchase completion, lead score threshold)
• Sequences: Containers for follow-up actions (emails, tasks, SMS, HTTP posts to third-party systems)
• Stop Logic: When a contact achieves a downstream Goal, all preceding Sequences automatically stop—preventing embarrassing scenarios like sending "Buy Now" emails to customers who've already purchased

2. Decision Diamond: Advanced Routing

For businesses with complex segmentation requirements, the Decision Diamond offers Boolean logic routing that exceeds standard filtering capabilities. UK businesses frequently deploy this for geographic and budgetary segmentation.

Example UK Implementation: A London-based training firm can route contacts based on:

• Path A (High-Value UK): IF Billing Country = "United Kingdom" AND Budget > £5,000 → Route to "Senior UK Sales Rep"
• Path B (International): IF Billing Country ≠ "United Kingdom" → Route to "International Desk"
• Path C (Low Value): IF Budget < £5,000 → Route to "Automated Digital Course Downsell"

This routing happens instantaneously, optimising expensive human capital allocation.

3. Virtual Fields & GDPR Compliance

A significant 2025 enhancement, Virtual Fields allow data capture for automation logic without permanent database storage. For UK businesses navigating GDPR's stringent data minimisation principles, this is a compliance asset.

You can ask "Do you consent to our partners contacting you?" via a Virtual Field. The answer triggers routing logic (e.g., adding a "Partner Opt-In" tag), but the raw answer itself isn't permanently stored, reducing your data liability footprint.

4. Search on Canvas & Professional Usability

As automation maps grow complex (hundreds of nodes), the Search on Canvas feature drastically reduces troubleshooting time. UK agencies managing multiple client accounts benefit from instant location of specific elements—tags, emails, decision points—within massive workflows.

UK Financial Operations: The Compliance Gap

While Keap's automation engine is world-class, its financial operations layer reveals its US-centric heritage. For UK businesses, invoicing isn't merely a payment request but a regulated legal document adhering to strict HMRC standards.

VAT Configuration Requirements

VAT handling is the most common friction point for UK users. Keap has implemented a specific Tax ID feature for UK and Australian markets:

• Currency Standardisation: Set base currency to GBP (£). Note: A single Keap application cannot function as a true multi-currency ledger—reporting always aggregates in the base currency
• Tax ID Registration: Select "VAT (UK)" as tax type and input your GB VAT number (appears on invoice footer for recipient VAT reclaim)
• Calculation Logic: System calculates sales tax on net total. If a discount is applied, tax calculates on the discounted total, aligning with UK VAT rules

E-Invoicing Future Mandate

Looking toward 2029, the UK government plans to mandate e-invoicing for all B2B VAT transactions in structured data formats (XML). Currently, Keap generates static PDF invoices with no evidence of native XML e-invoicing capability. UK businesses planning 5+ year implementations should plan to bridge this gap via accounting integration with platforms like Xero.

UK Integration Ecosystem

For UK SMEs, Keap functions as the central nervous system connecting to accounting software, banking infrastructure, and communication gateways.

Xero Integration Reality

Xero dominates UK cloud accounting. Keap's native Xero connectivity has historically been a weakness—essentially a "one-way street":

• Native Limitations: Primarily pushes invoices from Keap to Xero. Cannot map custom fields reliably or handle complex scenarios. Payment reconciliation in Xero doesn't sync back to Keap in real-time, creating data silos between sales and finance teams
• Middleware Solution: UK experts use Make (formerly Integromat) or Zapier as middleware. Make is favoured for handling complex line-item arrays. A typical robust architecture involves Make "watching" Xero for payment reconciliation, then using Keap's API to apply payment records or tags, unlocking post-purchase automation

This adds cost and maintenance complexity but provides the bi-directional sync UK businesses require.

Direct Debit & Recurring Billing

UK markets rely heavily on Direct Debit (Bacs) for recurring billing—particularly in SaaS, gym, and professional services sectors. Keap's native e-commerce engine is built around instant credit card networks (Visa/Mastercard).

UK Workaround: Businesses typically integrate GoCardless (UK's leading Direct Debit gateway) via API or middleware. GoCardless handles mandate creation and collection cycles, while Keap receives webhook notifications to trigger automation sequences upon successful collection.

UK Pricing Structure & Total Cost of Ownership

Keap operates tiered pricing based on contact volume. Pricing is USD-denominated but payable in GBP.

Tier Breakdown (Approximate UK Equivalent)

• Pro (£169/month): Core CRM, basic automation, email marketing up to 2,500 contacts
• Max (£249/month): Advanced automation, deeper reporting, appointment scheduling, up to 10,000 contacts
• Ultimate: Custom enterprise pricing for 10,000+ contacts with dedicated support

Hidden UK Costs to Consider

• Middleware: Make or Zapier subscriptions (£50-200/month) for robust Xero and GoCardless integration
• SMS Credits: UK SMS pricing separate from base subscription
• Expert Support: Many UK businesses retain Keap-certified consultants for ongoing optimisation (£500-2,000/month depending on complexity)
• Migration Costs: If moving from another CRM, expect data migration and campaign rebuild costs

Strengths: What Keap Does Best for UK SMEs

• Tool Consolidation: Eliminates the need for 5+ separate systems (CRM, email marketing, scheduling, payments, pipeline management), reducing subscription sprawl and integration headaches
• Service Business Workflows: Pre-built templates for consultants, coaches, trades, and professional services—industries that dominate UK's SME landscape
• Lifecycle Automation Depth: Unmatched capability for complex, non-linear customer journeys that adapt in real-time to prospect behaviour
• Established UK Ecosystem: Mature network of UK-based Keap Certified Partners who understand HMRC compliance, UK business culture, and local integration requirements
• Financial Stability: Thryv's public backing (NASDAQ: THRY) provides long-term platform viability assurance
• GDPR-Friendly Features: Virtual Fields, granular consent management, and data minimisation capabilities support UK compliance requirements

Limitations: Where Keap Falls Short

• Learning Curve: Steeper than modern competitors like Pipedrive or HubSpot. The Campaign Builder's power comes with complexity requiring dedicated training time
• VAT & Checkout Challenges: US-centric financial engine requires workarounds for UK B2C VAT-inclusive pricing display. Many businesses use third-party cart solutions
• Native Xero Integration Weakness: Requires middleware (Make/Zapier) for true bi-directional sync, adding cost and maintenance overhead
• No Native Direct Debit: Must integrate GoCardless separately—not seamless out-of-box for UK recurring revenue models
• Interface Modernisation: UI feels dated compared to newer SaaS platforms. Some areas still reflect legacy Infusionsoft design patterns
• Pricing Transparency: Thryv's strategy to "increase spend per customer" signals potential future price increases for grandfathered accounts
• Multi-Currency Limitations: Single base currency restriction problematic for UK businesses serving EU or global markets

Ideal UK Use Cases

1. Service-Based Consultancies

Management consultants, business coaches, marketing agencies requiring sophisticated nurture sequences, automated proposal delivery, and payment processing in one system.

2. Professional Training Providers

Course creators, certification bodies, workshop facilitators needing appointment scheduling, automated reminder sequences, post-training follow-up, and upsell automation.

3. Home Services & Trades

Plumbers, electricians, HVAC specialists requiring appointment booking, automated quote follow-up, seasonal service reminders, and payment collection—particularly those moving from paper-based systems.

4. Healthcare & Wellness Practices

Private physiotherapy clinics, nutritionists, wellness coaches needing appointment management, client communication automation, and recurring membership billing.

Implementation Strategy for UK Businesses

Phase 1: Foundation (Weeks 1-2)

• Complete mandatory onboarding with Keap-certified partner
• Configure VAT settings, GBP currency, and HMRC-compliant invoice templates
• Import existing contact database with proper GDPR consent documentation
• Set up Account Central and whitelist Thryv domains on company networks

Phase 2: Integration (Weeks 3-4)

• Establish Make or Zapier middleware for Xero bi-directional sync
• Integrate GoCardless for Direct Debit recurring billing (if applicable)
• Connect appointment scheduling with team calendars (Google Workspace/Microsoft 365)
• Configure email deliverability (SPF, DKIM, DMARC records)

Phase 3: Automation Build (Weeks 5-8)

• Build core Campaign Builder workflows: lead capture, nurture, conversion, onboarding, retention
• Create Decision Diamond routing for UK vs. international, high-value vs. low-value segmentation
• Implement Virtual Fields for GDPR-compliant temporary data collection
• Set up pipeline stages and automated task assignment for sales team

Phase 4: Testing & Optimisation (Weeks 9-12)

• Run test contacts through all automation sequences
• Verify VAT calculations on test invoices for B2B and B2C scenarios
• Validate Xero sync accuracy and payment reconciliation triggers
• Train team on Campaign Builder, contact management, and reporting
• Establish monthly review process for automation performance metrics

Competitive Landscape: Keap vs. UK Alternatives

Keap vs. HubSpot

• HubSpot Advantages: More modern UI, better native integrations, stronger inbound marketing tools, free tier available
• Keap Advantages: Lower cost at scale, superior automation logic depth, better for service-based appointment workflows, consolidated payments
• UK Verdict: HubSpot for marketing-led B2B SaaS; Keap for service-based businesses prioritising automation depth and cost efficiency

Keap vs. ActiveCampaign

• ActiveCampaign Advantages: Lower entry price, modern email builder, excellent deliverability reputation
• Keap Advantages: Native payments, appointment scheduling, more robust CRM sales pipeline features
• UK Verdict: ActiveCampaign for e-commerce email marketing; Keap for service businesses needing CRM + automation + payments in one

Keap vs. Pipedrive

• Pipedrive Advantages: Simpler visual sales pipeline, faster learning curve, cleaner modern interface
• Keap Advantages: Far superior marketing automation, appointment scheduling, payment processing, lifecycle management
• UK Verdict: Pipedrive for sales-only teams; Keap for businesses needing full marketing + sales + customer success automation

Final Verdict: Is Keap Right for Your UK Business?

Keap remains the powerhouse for UK service-based businesses willing to invest time in mastering its automation depth. Following the Thryv acquisition, the platform offers enhanced financial stability and an accelerated innovation roadmap, though businesses must navigate VAT configuration complexities and integration requirements.

Choose Keap if you:

• Run a service-based business (consultancy, coaching, trades, professional services) requiring sophisticated lifecycle automation
• Want to eliminate "tool fatigue" by consolidating CRM, marketing, scheduling, and payments
• Have capacity to invest in proper onboarding and team training (3-month ramp-up)
• Primarily serve UK B2B clients or can work around B2C VAT display limitations
• Value automation logic depth over modern UI aesthetics

Consider alternatives if you:

• Need simple, immediate-use CRM without training investment (try Pipedrive)
• Require seamless multi-currency support for international operations (explore HubSpot)
• Focus primarily on e-commerce email marketing rather than service workflows (consider ActiveCampaign)
• Need plug-and-play UK Direct Debit without middleware setup
• Prioritise modern UI and user experience over feature depth

For UK SMEs in the service sector, Keap's comprehensive automation capabilities justify the steeper learning curve and implementation investment. The platform's ability to consolidate multiple business systems while providing sophisticated, behaviour-responsive automation makes it uniquely valuable for businesses focused on maximising customer lifetime value through intelligent nurture and retention strategies.