Keap vs Loops
Keap is a all-in-one marketing platform while Loops is a email marketing platform. Keap has been around since 2001, giving it a 21-year head start over Loops (founded 2022). Loops is the more affordable option at $49/mo, which is $250 less than Keap's $299/mo entry point. Loops offers a free plan (1,000 contacts, 4,000 sends/month, Loops branding), while Keap does not. Keap has the edge with A/B testing, landing pages, SMS marketing.
Quick Verdict
Keap wins on integrations.
Loops wins on price, deliverability, rating, free tier.
Best for most users: Loops (saas startups).
Keap
CRM-powered sales and marketing automation for small businesses
Keap (formerly Infusionsoft, founded 2001, acquired by Thryv in 2024) is a premium all-in-one CRM and marketing automation platform built for sales-driven small businesses that need contact management, email sequences, SMS marketing, invoicing, and appointment scheduling in a single tool. Its strength lies in powerful automation workflows and a dedicated Customer Success Manager, but the $299/month starting price for just 1,500 contacts makes it one of the most expensive options in its category.
Loops
The email platform built for SaaS
Loops is a developer-first email platform designed exclusively for SaaS companies, combining marketing and transactional email in a single clean interface. Built by Y Combinator alumni, it features a Notion-style block editor, event-based automation triggered by user behavior like signups and upgrades, and contact-based pricing with unlimited sends. Its standout strength is letting small SaaS teams replace both their marketing email tool and transactional service (like SendGrid) with one unified platform.
Feature Comparison
| Feature | Keap | Loops |
|---|---|---|
| Rating | 4.2/5 | 4.6/5 |
| Starting Price | $299/mo | $49/mo |
| Free Plan | No free plan | 1,000 contacts, 4,000 sends/month, Loops branding |
| Founded | 2001 | 2022 |
| Email Templates | 70 | 15 |
| Integrations | 5,000 | 24 |
| Deliverability Rate | 93% | 95% |
| Marketing Automation | Yes | Yes |
| A/B Testing | Yes | No |
| Landing Pages | Yes | No |
| Segmentation | Yes | Yes |
| Drag & Drop Editor | Yes | No |
| SMS Marketing | Yes | No |
| Ecommerce Features | Yes | No |
| API Access | Yes | Yes |
| Multi-Language | No | Yes |
| Web Push Notifications | No | No |
| Live Chat | Yes | No |
| Advanced Analytics | Yes | No |
Keap: Pros & Cons
Pros
- + Powerful drag-and-drop automation builder that handles complex multi-step sales workflows with conditional triggers
- + True all-in-one platform combining CRM, email, SMS, invoicing, payments, and appointment scheduling
- + Dedicated Customer Success Manager included with every plan for hands-on onboarding and support
- + Deep contact management with tagging, segmentation, and centralized views that reduce manual data entry
- + Built-in text marketing with tiered messaging plans and voice minutes integrated directly into automations
Cons
- − Extremely expensive at $299/month for only 1,500 contacts, with costs escalating quickly for additional contacts and users
- − Steep learning curve with complex campaign builder layouts and no undo button, causing frustration during setup
- − Email marketing capabilities feel half-baked compared to dedicated email platforms despite the premium pricing
- − Invoicing feature is rigid and does not support hourly billing or flexible customization
- − Dated mobile experience and slow feature development compared to more agile competitors like GoHighLevel
Loops: Pros & Cons
Pros
- + Clean Notion-style block editor with extremely fast email creation and minimal learning curve
- + Unified platform for both marketing and transactional emails eliminates need for separate services like SendGrid
- + Simple contact-based pricing with unlimited sends and no per-seat charges on all paid plans
- + Strong developer-focused API with direct integrations for Stripe, Supabase, Clerk, and webhook support
- + Founder-led customer support with direct access via live chat, email, and 1:1 Calendly calls
Cons
- − Limited automation logic — lacks advanced multi-branch workflows and conditional logic found in mature platforms
- − No built-in CRM or detailed contact history, requiring external tools for relationship management
- − Editor has reported bugs including no undo functionality, risking accidental content loss
- − Narrow SaaS-only focus makes it unsuitable for ecommerce, media, or non-tech industries
- − Very small integration ecosystem (24 native integrations) compared to competitors with hundreds
The Verdict
Loops edges ahead with a 4.6/5 rating compared to Keap's 4.2/5. The gap comes mainly from value for money (4.9 vs 3.7) and deliverability (4.6 vs 3.9). On deliverability, Loops reports 95% compared to 93% for Keap — a meaningful difference if inbox placement is critical for your campaigns.
| Criterion | Weight | Keap | Loops |
|---|---|---|---|
| Starting Price | 30% | $299/mo | $49/mo Winner |
| Deliverability | 25% | 93% | 95% Winner |
| Rating | 25% | 4.2/5 | 4.6/5 Winner |
| Integrations | 10% | 5000 Winner | 24 |
| Free Tier | 10% | No | Yes Winner |
Weights determine how much each criterion counts toward the final score. See full methodology
Choose Keap if…
- + You need SMS marketing
- + You need ecommerce integrations
- + You need built-in landing pages
- + You need A/B testing
Choose Loops if…
- + You want lower starting costs ($49/mo)
- + You need a free plan to get started
- + You're a saas startups
- + You're a developer first teams