Why Infusionsoft Rebranded to Keap: A Simplified Evolution

Infusionsoft, a widely acclaimed all-in-one solution for small businesses, has always been known for its robust features. However, it recognized a key challenge: while it offered top-tier services, it was more expensive and challenging to use for some businesses. This prompted the company to undertake a significant rebranding to Keap, which is essentially a simplified version of Infusionsoft with a substantially reduced cost. The aim was to address the issues of price and user friendliness without losing the strength of their core product.

Market Research and Customer Insight

During the periods of 2016-2017, Infusionsoft conducted extensive market research to understand who was currently using their services and the reasons behind their choices. The findings revealed that only a small percentage of the potential market utilized Infusionsoft, primarily due to its appeal to larger, marketing-savvy small businesses with 5-10 users. This realization prompted Infusionsoft to focus on making their product more accessible to a broader audience.

Product Refinement and New Presentation Layer

Infusionsoft had been working on a new user interface (UI) for five years but opted to build a new presentation layer and improve the user experience (UX) instead. This decision aimed to make the product more user-friendly and appealing to a wider range of users. The existing 30,000 customers of Infusionsoft were not sidelined; instead, they launched a new product called Keap, anticipating it would eventually surpass Infusionsoft in sales. The rebranding also rendered a fresh identity for a product that was previously not known to many.

Keap: A Verb Simplistically Expressed

The renaming to Keap was not without strategic thought. The new name is playfully suggested to be used as a verb, specifically “Keep,” which connects the core value proposition of the product to a simple, relatable action. This usage also helps to drop the association with the earlier moniker, “Infusionsoft,” which had some negative connotations. For example, the phrase “confusion” was often linked to the name, leading to a less-than-ideal brand perception among potential customers. By renaming to Keap, Infusionsoft sought to reframe this perception and focus on the idea of simplicity and retention.

Brand Equity and Strategic Shift

Infusionsoft had built a significant amount of brand equity over the years. However, as the company refocused its strategy towards the new product, it was seen as an opportunity to shift brand recognition and leverage this equity towards the new product. The Keap product, with its two versions: Grow and Pro, is targeted at a different market segment than Infusionsoft. The original Infusionsoft brand, although still in place, does not need to compete for consumer name recognition. It is understood that many users do not seek out Infusionsoft for a product that is not intuitive to use out of the box.

Leveraging Success to Drive Growth

By rebranding to Keap, Infusionsoft aims to drive further growth and market expansion. The rebranding is not just a name change but a strategic move to simplify and enhance the product experience for a wider audience. Infusionsoft leverages its existing brand equity to traffic and generate interest in the new product. The launch of Keap represents a significant strategic shift, but it is supported by the existing customer base and the proven track record of the parent company.

Conclusion

The rebranding from Infusionsoft to Keap is a strategic move that addresses several key challenges. By simplifying the product and renaming the company, Infusionsoft aims to appeal to a broader market and position Keap as a more accessible and user-friendly solution. The decision to keep Infusionsoft as a second brand allows the company to leverage its existing brand equity to support the growth of the new product. This strategic shift is poised to drive significant growth and market expansion for Infusionsoft, ultimately aligning the company with its evolving market needs.