Keap

Keap is a privately held American software company focused on customer relationship management, marketing automation, sales processes, and e-commerce tools for small businesses. The company was founded in 2001 in Mesa, Arizona, by brothers Scott and Eric Martineau together with Clate Mask. It initially operated under the Infusionsoft name and developed an integrated software platform intended to bring customer records, lead follow-up, email marketing, sales activity, and online commerce into one system. The company’s principal market has been small and growing businesses that need more structured customer and sales processes but may not have dedicated marketing-technology staff. Keap’s platform combines contact and customer database management with web forms, landing-page and link tools, automated marketing campaigns, sales-pipeline functionality, reporting, and e-commerce capabilities. Its integrated approach is designed to help businesses capture prospects, organize customer information, automate recurring communications, monitor sales progress, and evaluate marketing performance. Infusionsoft attracted substantial venture financing as it expanded. In early 2013, Goldman Sachs provided $54 million in venture capital, and reference material about the company reports total funding of more than $125 million. These figures describe historical financing rather than current valuation or revenue. The company remained privately held. In January 2019, Infusionsoft changed its corporate and brand identity to Keap after approximately 18 years under the Infusionsoft name. The rebrand was accompanied by an effort to make the company’s software more accessible to business owners without technical backgrounds. Keap also offered a smaller and more simplified product approach alongside the more comprehensive automation capabilities associated with Infusionsoft. The name change positioned the company around the idea of helping small businesses retain customers and sustain relationships, while preserving its focus on sales and marketing automation. Keap’s brand proposition is therefore centered on consolidation and automation rather than on a single communication channel. Its tools are intended to connect customer information, marketing activity, sales follow-up, and transactions in a unified workflow. The company is commonly positioned in the small-business CRM and marketing-automation segment, where it competes for customers seeking an alternative to assembling separate email, customer database, sales, and e-commerce applications. On October 29, 2024, Thryv Holdings announced a strategic acquisition of Keap. The available reference material establishes the announcement but does not provide sufficient information to confirm completion, final consideration, or the precise post-transaction ownership structure. Accordingly, Keap is recorded here as a private active brand with no confirmed parent company. Its historical identity as Infusionsoft remains important because much of the platform’s development and market recognition occurred before the 2019 rebrand.

Keap began in 2001 in Mesa, Arizona, under the name Infusionsoft. The company was founded by brothers Scott and Eric Martineau together with Clate Mask. Its early and continuing objective was to provide small businesses with a unified system for managing customer relationships, marketing activity, sales follow-up, and online transactions. Rather than concentrating on a single email-delivery function, Infusionsoft developed an integrated business-automation platform. The system could maintain customer and prospect records, create web forms and links, run automated campaigns, track marketing return on investment, provide sales updates, support database management, and facilitate e-commerce activity. This combination made the company part of the emerging small-business CRM and marketing-automation market. Infusionsoft expanded with outside financing. In early 2013, Goldman Sachs supplied $54 million in venture capital. Reference material also reports that the company had raised more than $125 million in total funding. These investments supported the growth of a software business serving small and growing companies, although the available sources do not provide a complete financing history or a current valuation. After operating for roughly 18 years as Infusionsoft, the company adopted the Keap name in January 2019. The rebrand represented more than a change in nomenclature: the company sought to serve business owners who were less experienced with technology by providing a smaller and more approachable version of its applications. At the same time, the company retained the broader automation capabilities associated with its earlier Infusionsoft offering. The Keap identity consequently covered both the company’s established CRM and automation heritage and its effort to reduce complexity for small-business customers. Keap’s product model centers on connecting customer records with marketing and sales workflows. Businesses can use the platform to collect leads, organize contact information, automate communications, monitor customer progression, and support online selling. Its positioning is aimed at organizations that want an integrated tool rather than a collection of disconnected applications. On October 29, 2024, Thryv Holdings announced a strategic acquisition of Keap. The reference material confirms the announcement but does not provide enough information to state that closing occurred, identify final purchase terms, or establish a confirmed post-acquisition corporate structure. Keap is therefore documented as a private active brand, with the proposed or announced transaction treated as a significant strategic development rather than as a confirmed completed ownership change.

1. 2024Thryv Holdings acquisition announcement

   Thryv Holdings announced a strategic acquisition of Keap. Completion and final transaction terms are not established by the available reference.

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2. 2019Rebrand from Infusionsoft to Keap

   The company adopted the Keap name and pursued a simpler, more accessible product approach for small-business users, including customers without extensive technical experience.

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3. 2013Goldman Sachs investment

   Goldman Sachs provided a reported $54 million in venture capital. Reference material states that the company had raised more than $125 million in total funding.

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4. 2001Infusionsoft founded in Arizona

   Scott and Eric Martineau and Clate Mask founded the company in Mesa, Arizona, to develop software for small-business customer management, marketing, and sales processes.

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An integrated CRM and marketing-automation platform for small businesses, emphasizing simplified customer management, automated follow-up, sales organization, and e-commerce functionality.

• Keap CRMCustomer relationship management

  Keap CRM is the customer-management component of the platform. It is designed to organize prospect and customer records, track interactions and sales progress, and connect customer data with marketing and follow-up workflows. The broader platform also supports database management, sales updates, and reporting so that small businesses can coordinate customer information and revenue-related activity in one environment.

• Keap ProMarketing and sales automation

  Keap Pro is a higher-capability offering associated with the company’s CRM, campaign automation, sales-management, and e-commerce functions. It is intended for small businesses that need more structured automated follow-up than a basic contact database provides. Features described for the Keap platform include automated campaigns, web forms and links, customer updates, performance tracking, and online commerce support.

• Infusionsoft platformCRM and marketing automation2001

  The Infusionsoft platform was the company’s principal pre-2019 software identity and established its reputation in integrated small-business automation. It combined customer records, email marketing, campaign execution, sales processes, reporting, and e-commerce capabilities. Following the 2019 rebrand, these capabilities continued under the Keap identity in a product portfolio intended to include both comprehensive automation and simpler tools.

• 2024Strategic acquisition announcement by Thryv HoldingsM&A

  Thryv Holdings announced a strategic acquisition of Keap as part of its broader business-software strategy.

  What changed. Thryv Holdings announced its intention to acquire Keap.

  Aftermath. The available reference does not confirm closing, final consideration, or the resulting ownership structure.

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• 2019Rebrand and simplify the product portfolioStrategy

  After operating as Infusionsoft for approximately 18 years, the company sought to broaden appeal among small-business owners who lacked extensive technical experience with marketing software.

  What changed. The company changed its name to Keap and introduced a smaller, simpler variant of its applications while retaining its broader CRM and automation capabilities.

  Aftermath. The rebrand established Keap as the company’s primary identity and repositioned the business around accessible small-business customer and marketing automation.

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• 2024Thryv Holdings announced a strategic acquisition of Keap

  Thryv Holdings announced a strategic acquisition of Keap. The available reference does not establish whether the transaction was completed or disclose final financial terms.

  M&A
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• 2019Infusionsoft rebranded as Keap

  The company changed its name from Infusionsoft to Keap and introduced a more simplified product approach intended to make its software more accessible to less technical small-business users.

  Product generation
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• 2013Goldman Sachs provided $54 million in venture capital to Infusionsoft

  Infusionsoft received a reported $54 million venture-capital investment from Goldman Sachs as it expanded its small-business marketing and sales software business.

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1. Keap
2. Keap official website