HighLevel vs. Kartra vs. ClickFunnels

These three get compared constantly because they all sit in the "funnel builder / marketing platform" category, but they're not built for the same buyer. We pulled current pricing straight from each vendor's own site to see where they actually overlap.

The Short Version

• HighLevel is a full CRM + funnel builder + automation platform, with the option to resell it under your own brand as a SaaS product once you're on Agency Pro.
• Kartra is a funnel/course/membership platform with strong built-in video hosting, webinars, and affiliate management — but reselling it as your own white-labeled product isn't part of its plan structure.
• ClickFunnels is funnel-building and course hosting specifically — it doesn't include a CRM in the same sense as HighLevel, and it isn't built for agencies to resell as a white-label product either.

If reselling the platform itself to your own clients under your own brand is the goal, HighLevel is the only one of the three built for that at a mid-tier price point.

Pricing, As Published Today

HighLevel

• Starter: $97/month — 3 sub-accounts, unlimited contacts/users, all core features.
• Unlimited: $297/month — unlimited sub-accounts, rebill phone/email at no markup, basic API.
• Agency Pro: $497/month — SaaS Mode (resell as your own product), automated sub-account creation, rebill with markup, advanced API.
• Enterprise: custom pricing.

Kartra

• Essentials: $59/month ($52/mo billed annually) — 500 contacts, 5 pages, 1 product, 5% transaction fee.
• Starter: $119/month ($99/mo annually) — 2,500 contacts, unlimited pages/products/courses, 0% transaction fee.
• Growth: $229/month ($189/mo annually) — 12,500 contacts, affiliate management, webinars, 10 team members.
• Professional: $549/month ($429/mo annually) — 25,000 contacts, real-time funnel analytics, API access, agency capacity.

ClickFunnels

• Launch: $97/month ($81/mo annually) — unlimited funnels, 1 workspace, 10K contacts, 3 courses, 5 custom domains.
• Scale: $197/month ($164/mo annually) — 5 workspaces, 75K contacts, 6 courses, priority support, custom code editor.
• Optimize: $297/month ($248/mo annually) — 10 workspaces, 150K contacts, 10 courses, webhooks/API.
• Dominate: $5,997/year (annual only) — 20 workspaces, 400K contacts, VIP support, 3-hour private onboarding.

All three publish real self-serve pricing — none of them require a sales call to see a number, which is worth noting since that's not universal in this category.

What Each One Actually Does

CRM depth

HighLevel is the only one of the three built around a full CRM — pipelines, contact records, and automation that treats the contact as the central object, not the funnel. Kartra and ClickFunnels are both funnel-and-content-first: they track contacts as part of a funnel's context rather than as a standalone CRM record with pipeline stages.

Reselling as your own product

This is the clearest dividing line. HighLevel's Agency Pro plan ($497/month) includes SaaS Mode: automated sub-account creation and the ability to rebill clients with your own markup, effectively letting you resell HighLevel as your own branded software product. Kartra's Professional plan ($549/month) offers "agency capacity" but not the same automated reselling/rebilling structure. ClickFunnels' "workspaces" are for organizing your own team's funnels, not for onboarding your own paying clients as sub-accounts under your brand.

Built-in content tools

Kartra includes native video hosting and webinars starting on its Starter plan ($119/month) — HighLevel and ClickFunnels both support course/membership content but lean more on funnel-building than on native video/webinar infrastructure specifically.

Which One Fits Your Team

• Agency wanting to resell the platform as your own branded product: HighLevel's Agency Pro is built for exactly this; neither Kartra nor ClickFunnels offers an equivalent at a comparable price.
• Single business running funnels and CRM together: HighLevel's Starter ($97/month) covers both in one platform where Kartra/ClickFunnels would need a separate CRM.
• Course creator who wants strong native video/webinar hosting without CRM complexity: Kartra's content tooling is a genuine strength here.
• Team that only needs funnel-building and doesn't need a CRM at all: ClickFunnels' Launch plan is the most funnel-focused, lowest-complexity option of the three.

Pricing and features reflect each vendor's own published pricing pages (gohighlevel.com/pricing, kartra.com/pricing, clickfunnels.com/pricing) as of July 27, 2026. All three vendors update pricing and plan structures periodically — verify current terms directly before purchasing.