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CRM · head to head

Apollo.io vs Keap

Apollo.io logo

Apollo.io

CRM

Revenue intelligence platform

From
Free
Rated
-
Full reviewWebsite
Keap logo

Keap

CRM

CRM and marketing automation for small business

From
$29/month
Rated
-
Full reviewWebsite

The short version

  • Only Apollo.io has a free tier, so it costs nothing to try first.
  • Each has a real cost: Apollo.io everything is metered in credits, and the free Starter plan runs on them too, so prospecting volume is capped rather than the feature set; Keap the entry price is $299 a month and includes only 2 user licences, with each additional user at $39 a month
  • They diverge on capability: Apollo.io covers Contact database, Keap covers Contact management.
  • Prices and features above were last checked on 30 August 2026.

Where they differ

Only the attributes on which Apollo.io and Keap actually diverge.

Attributes where Apollo.io and Keap differ
AttributeApollo.ioKeap
Starting priceFree$29/month
Free tierYesNo
PlatformsWebWeb, Ios, Android
Founded20202000

Identical on both: pricing model (subscription), user rating (Not yet rated), category (CRM).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Apollo.io

  • Contact database
  • Email finder
  • Lead search
  • Automation
  • Engagement tracking
  • Salesforce
  • HubSpot
  • Outlook

Only in Keap

  • Contact management
  • Pipeline management
  • Email marketing
  • Marketing automation
  • Sales automation
  • Zapier
  • Stripe
  • Google Ads

Both cover

  • Reporting
  • Slack
  • GDPR
  • Cloud deployment
  • Web support
  • English language support

What people use each for

The jobs each tool is most often brought in to do.

Apollo.io

  • Sales prospecting and lead generationnot Keap
  • Contact database management for sales teamsnot Keap
  • Email outreach and workflow automationnot Keap

Keap

  • Contact management and CRMnot Apollo.io
  • Marketing automationnot Apollo.io
  • Sales pipeline managementnot Apollo.io

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Apollo.io

  • Everything is metered in credits, and the free Starter plan runs on them too, so prospecting volume is capped rather than the feature set
  • Plans described as unlimited are capped in the fair use policy at 10,000 credits a month for non-paying accounts
  • Connecting a mailbox that is not Gmail or Microsoft requires a paid plan
  • How many records can be selected at once varies by tier
  • Running out of credits means buying more rather than waiting for a reset

Keap

  • The entry price is $299 a month and includes only 2 user licences, with each additional user at $39 a month
  • Price varies with contact count, and the bands are only visible by entering a number into a calculator on the page
  • Implementation services are described as required rather than optional
  • Text marketing beyond the included 500 messages is a separate add on running from $24 to $279 a month

Pricing, plan by plan

Apollo.io

Free
  • FreeFree
    • Basic contact search
    • Limited searches
  • Starter$49/month
    • Everything in Free
    • Advanced search
    • Email finder
  • Professional$149/month
    • Everything in Starter
    • Automation
    • Advanced analytics

Keap

$29/month
  • Lite$29/month
    • Contact management
    • Email marketing
  • Standard$59/month
    • Everything in Lite
    • Sales automation
    • Pipeline management
  • Professional$149/month
    • Everything in Standard
    • Advanced automation
    • AI features

Which should you pick?

Choose Apollo.io if

  • You need contact database.
  • You want to start without paying.
  • You also want email finder.
Apollo.io review

Choose Keap if

  • You need contact management.
  • You work on Web, Ios, Android.
  • You also want pipeline management.
Keap review

Questions people ask

Is Apollo.io or Keap better?
Neither clearly leads. Apollo.io starts at Free and Keap at $29/month, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Apollo.io or Keap?
Apollo.io has a free tier; the other does not. Paid plans start at Free for Apollo.io and $29/month for Keap.
Does Apollo.io or Keap run on more platforms?
Apollo.io runs on Web. Keap runs on Web, Ios, Android.
Can I use Apollo.io for free?
Yes. Apollo.io has a free tier, so you can try it without paying. Keap starts at $29/month.
What is Apollo.io best used for?
Apollo.io is most often used for sales prospecting and lead generation, contact database management for sales teams, email outreach and workflow automation. Of those, sales prospecting and lead generation and contact database management for sales teams are not what Keap is typically brought in for.
What can Apollo.io do that Keap cannot?
Apollo.io covers Contact database, Email finder, Lead search, Automation. Keap covers Contact management, Pipeline management, Email marketing, Marketing automation. Both handle Reporting, Slack, GDPR, Cloud deployment.

Answered from the vendors’ own pages

Apollo.io: Does Apollo offer a free plan?

Yes, Apollo offers a Starter plan that is free forever and includes unlimited email addresses for contacts. Gmail and Microsoft email account linking are available on the free plan with limited third-party email account linking.

Source
Keap: How much does Keap cost?

Keap costs $299/month billed at $2,988/year for the main plan, which includes 2 user licenses. Additional users cost $39/month each.

Source
Apollo.io: How does Apollo's credit system work?

Apollo uses a credit-based system for exporting contact data outside the platform. Free and non-paying accounts have a monthly credit limit of 10,000 credits. Paid accounts receive limits based on their plan pricing, calculated as the lesser of annual commit divided by $0.025 or 1 million credits annually.

Source
Keap: What text messaging fees does Keap charge?

Text marketing tiers range from $24 to $279/month with included message allotments. Overages are $0.015 per message and $0.01 per minute for voice.

Source
Apollo.io: How much do trial plans cost on Apollo?

Apollo trial plans include 50 credits and 5 mobile credits to test paid features at no charge. Trial versions do not support non-Gmail/Microsoft email account linking. Upgrades take effect immediately while downgrades take effect at the end of the billing cycle.

Source
Keap: Is implementation included in Keap pricing?

Implementation services are required at additional cost. Package pricing is available through Keap sales.

Source
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