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Keap

Keap is an American software company that develops (CRM) and tools specifically designed for small businesses, enabling them to manage sales, marketing, and customer interactions through an integrated platform. Founded in 2001 and originally known as Infusionsoft, the company rebranded to Keap in 2019 to reflect its expanded focus on simplifying business growth for entrepreneurs. Headquartered in , as of 2022 Keap served over 31,500 customers and more than 205,000 users worldwide, having processed 23.5 billion emails and over $2.5 billion in payments that year to support operational efficiency. In October 2024, Keap was acquired by Holdings, Inc., a software provider, in an $80 million all-cash transaction that closed on October 31, 2024, integrating Keap's capabilities into Thryv's broader ecosystem of and solutions. This acquisition aims to enhance Thryv's offerings by combining Keap's expertise with Thryv's tools for payments, scheduling, and local , ultimately empowering es to streamline operations and scale without added complexity. Post-acquisition, Keap has continued to innovate, incorporating AI-powered features into its platform as of 2025. Keap's product lineup includes Keap Grow, Keap Pro, and Keap Ultimate (the successor to its legacy Infusionsoft software), featuring automated workflows, , invoicing, and integration to automate repetitive tasks and foster customer relationships. With a mission to help small businesses succeed by providing intuitive tools and ongoing support, Keap has delivered over 1,000 new features and enabled tens of thousands of automations since its inception.

History

Founding and Early Development

Keap, originally founded as Infusionsoft, was established in 2001 in , by brothers Scott Martineau and Eric Martineau, who focused on developing software solutions for small businesses. The Martineau brothers, leveraging their backgrounds in computer information systems, began the company as a shop operating out of a , initially emphasizing sales automation tools to address the needs of resource-constrained entrepreneurs. In 2002, Clate Mask joined as a co-founder and assumed responsibility for and , bringing his experience in and software to help transition the venture from custom projects to a scalable product. Mask, who became brothers-in-law to the Martineaus, played a key role in refining the company's direction toward automated solutions for operations. Under his in , Infusionsoft targeted solopreneurs and professionals in direct , recognizing the demand for tools that could streamline without requiring large teams or budgets. The company bootstrapped its operations during these formative years, facing challenges such as limited capital and the need to balance custom development work with , which delayed the launch of their initial offerings. By 2004, Infusionsoft achieved a breakthrough with the development of its first sales script, created by Mask, which automated follow-up processes for leads and laid the groundwork for their comprehensive platform. This innovation marked a pivotal shift, enabling small businesses to nurture prospects efficiently and establishing the core of what would become Keap's foundational technology.

Funding and Expansion

Keap, originally operating as Infusionsoft, secured significant financial backing throughout the to fuel its growth in automation software. The company raised a total of over $125 million in funding during this period, with a pivotal $54 million growth capital investment led by in January 2013, bringing the cumulative total to $71 million at that time. This infusion supported product enhancements and market expansion for its all-in-one sales and marketing platform. By 2017, Infusionsoft had achieved annual of $100 million, reflecting robust among small businesses, while its employee base expanded to over 650 to handle increased operations. The company scaled its platform to serve tens of thousands of customers worldwide, enabling automated sales processes that helped users generate leads and manage customer relationships more efficiently. This growth was underpinned by strategic investments that allowed Infusionsoft to process millions in client transactions annually. Operational expansion included relocating its headquarters from , to a new 90,000-square-foot facility in , in early 2013 to accommodate the growing team and foster innovation. Throughout the decade, Infusionsoft opened additional offices, including locations in and in 2017, to bolster sales, support, and development efforts across key markets. These moves enhanced the company's ability to deliver localized service to its expanding user base of small businesses seeking scalable tools.

Rebranding to Keap

In January 2019, Infusionsoft announced its rebranding to Keap, a move designed to better align the company's identity with its mission of simplifying growth for small businesses by reducing operational complexities. The new name "Keap" was chosen to symbolize the persistence, grit, and passion that small business owners exhibit in their daily efforts to keep serving customers and expanding their operations, moving away from the more technical connotations of the previous branding. This rebrand aimed to broaden the company's appeal to service-based entrepreneurs, such as those in fitness, design, and professional consulting, by emphasizing accessible tools over intricate software setups. Accompanying the rebrand was the "Quiet the Doubters" marketing campaign, which sought to resonate with owners facing self-doubt and external skepticism about their ventures. A key element of this campaign was a television commercial launched in early 2019, depicting the emotional highs and lows of —such as late-night worries and familial doubts—while highlighting how Keap's software quiets those "inner voices" by streamlining tasks like client management and follow-ups. The ad's tagline, "Keep Going. Keep Serving. Keep Growing," underscored the platform's role in making business operations intuitive and efficient, positioning Keap as an empathetic partner for non-technical users. In 2020, Keap further acted on the rebrand's simplification ethos by launching and , two streamlined app versions of its core suite tailored specifically for non-technical small business owners. These apps reduced the complexity of the original by offering pre-built automations, easy appointment scheduling, and mobile-friendly interfaces that cut manual tasks from hours to minutes, enabling users to focus on growth without needing advanced technical skills. The rebrand's immediate aftermath included the rollout of the keap.com website, which centralized resources for and tailored to growth-oriented businesses, along with ongoing updates to integrate the new branding across all customer touchpoints. This shift helped reposition Keap as a more approachable brand in the software market, fostering greater adoption among service providers seeking straightforward tools for client engagement and sales pipelines.

Acquisition by Thryv Holdings

On October 29, 2024, Holdings, Inc. announced its strategic acquisition of Keap, a provider of (CRM) and software for small and medium-sized businesses (SMBs). The deal, valued at $80 million in cash, was expected to close in the fourth quarter of 2024, subject to customary closing conditions. funded the transaction through a public stock offering, marking a significant expansion in its SaaS portfolio. The acquisition closed on October 31, 2024, integrating Keap fully into Thryv's operations. At the time, Keap reported $85 million in revenue for the trailing 12 months ending June 2024, which propelled Thryv's total revenue to exceed $400 million annually. Thryv's CEO, , described the move as uniting two leaders in software to deliver a comprehensive platform for business growth, emphasizing Keap's capabilities as a key enhancement to Thryv's existing tools. Keap's CEO, Clate Mask, highlighted the alignment, stating that Thryv's -focused solutions complemented Keap's mission to help businesses scale efficiently. This acquisition followed Keap's earlier rounds, positioning it for broader market reach without the need for additional . Post-acquisition, prioritized seamless integration of 's and automation features into its ecosystem, with a notable advancement announced at the Grow 2025 summit in November 2025: enhanced connectivity between Keap and the to streamline lead nurturing and online presence management for . This integration allows users to create intake forms in Keap, embed them on Thryv-built websites, and automate follow-ups, thereby unifying and workflows. In March 2025, announced Partnerkon 2025, its inaugural partner conference held April 1-3 in , which brought together Thryv and Keap partners for keynotes, product demonstrations, and networking to foster collaborative growth opportunities. Clate Mask, transitioning to an advisory role after the deal, reflected on the exit as a strategic that amplified Keap's impact, noting in post-closing statements the combined entity's potential to better serve evolving needs.

Company Overview

Operations and Structure

Keap is headquartered in , at 1260 S. Spectrum Boulevard. In 2020, the company closed two additional offices as part of a corporate reorganization to streamline operations and focus resources on core priorities. Prior to its acquisition, Keap operated as a private company; it is now a of Holdings, Inc., a publicly traded entity listed on under the ticker THRY. The company's business model centers on a subscription-based software-as-a-service () platform tailored for small businesses, providing tools for sales management, , and (CRM) to streamline operations and drive growth. Keap employs hundreds of people worldwide. The organization maintains a remote-friendly through a hybrid work model, offering work-from-home flexibility alongside designated office days for collaboration. It emphasizes career growth via a "learn-it-all" approach, fostering continuous and opportunities for advancement within a supportive, entrepreneurial environment.

Leadership Team

Clate Mask, co-founder and former CEO of Keap (2002–2024), transitioned to an advisory role following the 2024 acquisition by Thryv Holdings and became CEO of the nonprofit PHX FWD in February 2025. He earned a BA in Economics from , followed by an MBA and JD from . Under his leadership, Mask emphasized visionary strategy and advocacy for entrepreneurs, including sharing practical tips for growth in 2025, such as prioritizing and leveraging automation tools. Scott Martineau, co-founder of Keap, has been instrumental in shaping the company's product vision and innovation since its inception in 2001, drawing on his BS in Computer Information Systems from Arizona State University. Martineau pioneered key concepts like Lifecycle Automation, which underpin Keap's core offerings for small business customer relationship management. Ammon Curtis serves as Vice President of Keap Product at Thryv, overseeing product development, design, engineering, and corporate strategy for Keap, leveraging his degrees in business marketing and an MBA from Arizona State University, along with prior leadership at hyper-growth technology firms. His efforts have driven enhancements in automation features, enabling small and medium-sized businesses to streamline operations more effectively. Carey Ballard, former Chief Marketing Officer at Keap (until 2024), directed the company's marketing strategies and partner relations, informed by her extensive experience at agencies like Tallwave and Lumin Digital, as well as her own firm, Drive North. She led high-impact campaigns positioning Keap as a premier platform and organized events such as Partnerkon 2025 to foster partner collaboration and networking before joining Extensiv as CMO in January 2025. Among other notable leaders, Tera Garcia, former VP of People at Keap (2014–2024), managed talent acquisition and , advancing from an executive assistant role to focus on operational support for -oriented teams. Tom Thornton, former VP of at Keap (2017–2024), led initiatives to enhance client outcomes, building on his experience from and Allscripts, contributing to innovative models that support scalability before transitioning to VP of Client Success at in December 2024. The team's diverse backgrounds in , , and services underscore Keap's commitment to practical, entrepreneur-focused .

Products and Services

Core Platform Offerings

Keap's core platform offerings center on its subscription-based and automation software tailored for small businesses. The product lineup includes Keap Grow, Keap Pro, Keap Max, and Keap Ultimate (legacy Infusionsoft edition), designed to address varying levels of operational complexity. Keap Grow serves as the entry-level option for solopreneurs, providing basic functionalities such as contact management and simple automation. Keap Pro builds on this with essential features like , sales pipelines, and basic workflows, suitable for small teams seeking streamlined customer relationship tools. In contrast, Keap Max incorporates advanced features like lead scoring, robust , multiple sales pipelines, and enhanced , targeting established small businesses that require comprehensive to scale operations and optimize marketing efforts. This plan supports larger contact databases and additional users, enabling more sophisticated lead nurturing and sales processes. Keap Ultimate offers full customization for complex needs, as the successor to Infusionsoft software. As of November 2025, starts at $249 per month for Keap Pro (or $2,388 annually when billed yearly), with higher tiers like Keap Max starting at approximately $289 per month and scaling based on contact volume, user count, and add-ons like tiers. Following Thryv Holdings' acquisition of in late 2024, the platform has integrated with Marketing Center to offer combined tools for small and medium-sized businesses (), allowing seamless tracking in Thryv and automated nurturing in Keap for enhanced and efficiency. This , as of 2025, expands access to broader SMB management features, such as website building and , directly within the Keap ecosystem. Keap supports mobile access through dedicated apps for and devices, enabling users to manage contacts, tasks, notes, and communications on the go, which is particularly useful for field-based teams. A key feature of the is business card scanning, which automatically transcribes and adds contact details from scanned cards to the , improving efficiency in networking and lead capture. To support user , Keap acquired in 2023, a former partner specializing in implementation services, thereby enhancing professional guidance for new subscribers to configure and optimize their setups effectively. This acquisition introduced structured services like and , reducing setup time and maximizing platform adoption for small business owners.

Key Features and Capabilities

Keap's contact management system centralizes , enabling users to store and organize contact details such as names, emails, phone numbers, and interaction histories within a unified database. This facilitates lead capture through customizable forms and landing pages that automatically populate the database upon submission, ensuring no potential is overlooked. Segmentation capabilities allow users to divide contacts into targeted groups based on criteria like behavior, demographics, or engagement levels, supporting the creation of campaigns that increase and conversion rates. The platform's email and marketing tools enable automated, multi-channel outreach with high deliverability rates, including pre-built templates and for optimization. Email campaigns can be segmented for tailored messaging, while features support one-to-one conversations, broadcast notifications, and automated reminders with 98% open rates, enhancing . Payment processing is integrated directly into the , allowing users to generate invoices, accept or payments, and set up recurring billing without leaving the platform, streamlining financial operations. Scheduling integrations sync seamlessly with and calendars to prevent double-booking and automate appointment confirmations, reminders, and rescheduling. In 2025, enhancements to the Automation Builder introduced a modern, drag-and-drop with "When/Then" modules, enabling no-code setup for processes such as lead nurturing, opportunity tracking, and follow-up sequences. Users can build intuitive automations triggered by events like form submissions or purchases, with guided pop-ups for error prevention and visual indicators for unpublished changes, reducing setup time and complexity. These updates apply across Pro, Max, and Ultimate editions, allowing small businesses to automate repetitive tasks efficiently. Keap introduced AI features in 2025, including predictive lead scoring through Call , which reviews call transcripts to assign scores based on engagement and intent, prioritizing high-potential leads for follow-up. Task leverages to generate content and streamline processes, such as creating personalized nurture sequences or integrating with the Center for repeat business workflows. Mobile tools in the Keap app support on-the-go access to contacts, tasks, and notes, with reply-to address customization in broadcasts ensuring responses route to specific members, enhancing responsiveness across devices.

Recognition and Impact

Awards and Rankings

Keap, formerly known as Infusionsoft, has been recognized multiple times on the Inc. 5000 list, which ranks the fastest-growing private companies in the United States based on percentage revenue growth over three years. By 2013, the company had appeared on the list seven consecutive times, joining an exclusive group of only two percent of companies to achieve such repeated recognition for rapid expansion. This sustained presence on the Inc. 5000 highlighted Keap's consistent growth in the and sector for small businesses. In 2013, Keap received the Hire Power Award, ranking No. 51 overall and No. 4 among software companies for its job creation efforts. The award acknowledged the company's addition of over 240 in the previous three years, underscoring its contribution to in the technology industry. That same year, ranked Keap No. 47 among the Top 100 Arizona Companies and No. 44 in the , reflecting its strong regional impact. By 2019, Keap had earned Inc. 5000 recognition for an eighth time, further demonstrating its ongoing scalability and market traction. In more recent years, the company has continued to receive accolades for its software excellence. For instance, in 2024, Keap was named a Best Software Awards recipient in the sales category, based on verified user reviews evaluating and performance. It was also positioned as a Leader in four reports, including and for small businesses, and recognized for fastest implementation. Additionally, in 2021, Keap won the Best in Biz Award for Small/Medium Business Product of the Year, selected from over 700 entries by an independent panel of judges for its automation tools that enable predictable business growth.

Market Position and Influence

Keap occupies a leading position in the and sector for small and medium-sized businesses (SMBs), specifically targeting growth-oriented solopreneurs and teams of 1 to 25 members who seek to automate , , and management processes. The platform's focus on integrated tools for lead nurturing, invoicing, and has established it as a go-to solution for owner-operators requiring comprehensive yet streamlined operations, with over 200,000 users worldwide relying on it to achieve predictable revenue growth. In the competitive landscape, which includes rivals like Zoho CRM and Essentials, Keap differentiates itself through user-friendly design that caters to non-technical users, enabling quick setup and effective campaign management without steep learning curves. This emphasis on is reflected in 2025 reviews, where it consistently scores 4.0 to 4.2 out of 5 for ease of use and automation strength, praised for features like AI-powered workflows and drag-and-drop builders that simplify complex tasks for SMBs. Keap extends its influence beyond software provision by offering educational resources that promote tech adoption, including the Small Business Automation Blog, which delivers actionable insights on trends, growth strategies, and integration for 2025. The company further amplifies this impact through events like Partnerkon 2025, an exclusive partner conference held April 1-3 in , featuring keynotes on product innovations and networking opportunities to empower resellers and agencies in advancing for their clients. The 2024 acquisition by Holdings has accelerated Keap's market expansion, integrating its capabilities with Thryv's ecosystem to target broader segments and drive combined beyond $400 million annually in recurring high-margin income. By Q3 2025, Thryv's reached $115.9 million, a 33% year-over-year increase partly attributed to Keap's contributions and enhancements, solidifying the group's leadership in delivering scalable solutions for efficiency and .

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