Gusto vs Keap: which one fits your business?
Side-by-side comparison of Gusto and Keap — fees, features, ease, support, and which one fits your business. Scored on the same rubric.
Short answer: Gusto wins on our scorecard (7.9/10 vs 7.2/10).
| Scored on | Gusto | Keap |
|---|---|---|
| Right fit for small biz | 9 | 8 |
| Ease of use | 8 | 6 |
| Fees & pricing | 7 | 6 |
| Customer support | 6 | 7 |
| Features | 9 | 9 |
| Simple Base Fee | $40/mo | — |
| Simple Per-Person | $6/mo | — |
| Plus Base Fee | $80/mo | — |
| Contractor Only Base | $35/mo | — |
| Pro Tier (Monthly) | — | $249 |
| Max Tier (Monthly) | — | $399 |
| Expert Onboarding (One-time) | — | Varies (often $499-$999) |
| Additional Users | — | $29/mo |
Gusto in one paragraph
Gusto is the gold standard for small business payroll automation, trading high-touch human support for a near-perfect digital interface.
Skip it if: You have a complex multi-state employee base and require a dedicated, 24/7 human account manager to handle manual tax adjustments.
Keap in one paragraph
A powerhouse automation tool that is worth the high price only if you have enough lead volume to justify replacing a part-time assistant.
Skip it if: You are a brand-new freelancer with no steady lead flow or you have a limited budget under $100/month.
Frequently asked questions
Which is better, Gusto or Keap?
On our five-axis scorecard, Gusto scores higher (7.9/10 vs 7.2/10). Gusto is the gold standard for small business payroll automation, trading high-touch human support for a near-perfect digital interface.
Who should skip Gusto?
You have a complex multi-state employee base and require a dedicated, 24/7 human account manager to handle manual tax adjustments.
Who should skip Keap?
You are a brand-new freelancer with no steady lead flow or you have a limited budget under $100/month.