ActiveCampaign vs Gusto
A detailed, side-by-side comparison of ActiveCampaign and Gusto. We compare features, pricing, ease of use, and value for money to help you make the right choice in 2026.
Reviewed by the Ikaroa team · Last updated: March 2026
Quick Verdict
ActiveCampaign edges ahead overall with a rating of 4.4/5. However, Gusto (4.3/5) may be the better fit if you prioritise US-based small businesses wanting simple, full-service payroll with benefits administration. Read on for the full breakdown.
ActiveCampaign vs Gusto at a Glance
ActiveCampaign
★ 4.4ActiveCampaign blends email marketing, marketing automation, and CRM into one platform. Known for its sophisticated automation builder and excellent email deliverability.
Starting from: £12/month
Best for: Businesses prioritising email marketing and sophisticated automation
Read full review →Gusto
★ 4.3Gusto is a modern payroll and HR platform that simplifies paying employees, filing taxes, and managing benefits. Known for its delightful user experience and full-service payroll, it handles everything from direct deposits and tax filings to health insurance and retirement plans. Primarily focused on the US market.
Starting from: £30/month + £5/person
Best for: US-based small businesses wanting simple, full-service payroll with benefits administration
Read full review →ActiveCampaign vs Gusto Feature Comparison
Here is how ActiveCampaign and Gusto compare across the features that matter most. We have tested both platforms extensively across client implementations.
| Feature | ActiveCampaign | Gusto |
|---|---|---|
| Free Plan Available | No | No |
| Starting Price | £12/month | £30/month + £5/person |
| Best For | Businesses prioritising email marketing and sophisticated automation | US-based small businesses wanting simple, full-service payroll with benefits administration |
| Our Rating | 4.4/5 | 4.3/5 |
| Mobile App | Limited | Yes |
| Email Marketing | Yes | No |
| Automation | Yes | Limited |
| Reporting | Yes | Yes |
| Integrations | Extensive | Limited |
| API Access | Limited | Limited |
| Ikaroa Exclusive Discount | N/A | N/A |
ActiveCampaign vs Gusto Pricing
Pricing is often the deciding factor. Here is a full breakdown of what each platform charges at every tier:
ActiveCampaign Pricing
Starter
£12/month
- ✓Email marketing
- ✓Marketing automation
- ✓Inline forms
- ✓Site tracking
Plus
£42/month
- ✓Everything in Starter
- ✓CRM
- ✓Lead scoring
- ✓Landing pages
- ✓SMS marketing
Pro
£135/month
- ✓Everything in Plus
- ✓Predictive sending
- ✓Split automation
- ✓Attribution
Enterprise
£225/month
- ✓Everything in Pro
- ✓Custom objects
- ✓Single sign-on
- ✓Dedicated account rep
Gusto Pricing
Simple
£30/month + £5/person
- ✓Full-service payroll
- ✓Employee self-service
- ✓Health benefits
- ✓2-day direct deposit
Plus
£55/month + £8/person
- ✓Everything in Simple
- ✓Next-day direct deposit
- ✓Time tracking
- ✓PTO management
- ✓Hiring tools
Premium
Custom
- ✓Everything in Plus
- ✓Dedicated support
- ✓HR Resource Centre
- ✓Compliance alerts
- ✓Performance reviews
Not sure which to pick?
Our team has implemented both ActiveCampaign and Gusto for clients. We can help you decide based on your specific needs.
ActiveCampaign Pros and Cons
✓Pros
- •Best-in-class marketing automation
- •Excellent email deliverability
- •Sophisticated automation builder
- •Good CRM functionality
- •Strong segmentation capabilities
✗Cons
- •CRM is secondary to marketing features
- •Can be complex for beginners
- •Contact-based pricing escalates
- •Reporting could be more visual
- •Limited social media features
Gusto Pros and Cons
✓Pros
- •Excellent, user-friendly interface
- •Full-service payroll (they handle tax filings)
- •Built-in benefits administration
- •Good hiring and onboarding tools
- •Affordable for small businesses
✗Cons
- •Primarily US-focused (limited international)
- •No UK payroll currently
- •Per-person pricing increases with headcount
- •Limited HR features on Simple plan
- •Benefits are US-specific
Our Verdict: ActiveCampaign vs Gusto
Both ActiveCampaign and Gusto are solid options, but they serve different needs. Having implemented both for multiple clients, here is our recommendation:
Choose ActiveCampaign if you need Businesses prioritising email marketing and sophisticated automation. With a starting price of £12/month and a rating of 4.4/5, it offers best-in-class marketing automation.
Choose Gusto if you need US-based small businesses wanting simple, full-service payroll with benefits administration. Starting at £30/month + £5/person with a 4.3/5 rating, it excels at excellent, user-friendly interface.
Still not sure? Talk to the Ikaroa team. We have helped hundreds of businesses make this exact decision, and we are happy to point you in the right direction.
🎁 Get either product at a discount through Ikaroa Partners
Consider Open Doors Instead
Why choose between ActiveCampaign and Gusto? Open Doors gives you the best features of both in one platform, for less. It is an all-in-one CRM with email marketing, SMS, funnels, booking, invoicing, automation, and more, starting at just £97/month with unlimited contacts.
Need implementation help?
Ikaroa can set up ActiveCampaign or Gusto for your business, migrate your data, and train your team. We have done it dozens of times.
Free consultation. No obligation.