Introduction
Automation has officially become the heartbeat of successful digital marketing agencies. Whether you’re managing leads, onboarding clients, nurturing prospects, or building multi-channel funnels—automation can save you dozens of hours per week and significantly boost ROI.
Table of Contents
This is why platforms like GoHighLevel and Autopilot (Ortto) have gained massive attention. Both offer strong automation capabilities—but they approach automation very differently.
- Autopilot is known for its beautifully designed visual journey builder—a drag-and-drop canvas experience that marketers love.
- GoHighLevel, on the other hand, is an all-in-one agency platform, offering funnels, CRM, SMS/email automation, pipelines, scheduling, AI tools, white label, and SaaS mode.
So the key question is:
GoHighLevel vs Autopilot: Best Visual Automation Builder for Agencies?
This detailed, expert-level comparison breaks down:
- Automation workflow comparison
- Visual builder experience
- Funnel capabilities
- CRM and pipeline tools
- SMS + email automation
- AI-driven workflows
- White label & SaaS mode
- Pricing
- Pros & cons
- Who should choose which platform
Let’s jump in.
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1. Platform Overview
What is GoHighLevel?
GoHighLevel (GHL) is a comprehensive all-in-one automation, CRM, funnel, and marketing platform built primarily for:
- Digital marketing agencies
- Freelancers who manage multiple clients
- Small businesses needing automation
- Entrepreneurs wanting to launch a SaaS product
GHL replaces:
- ClickFunnels (funnels)
- HubSpot/Pipedrive (CRM)
- ActiveCampaign (automation)
- Calendly (appointments)
- Twilio (SMS)
- Mailchimp (email)
- Zapier (integrations)
Plus, it offers white label and SaaS mode, allowing agencies to resell GoHighLevel as their own software.
What is Autopilot (Ortto)?
Autopilot—now merged into Ortto—is a marketing automation platform known for its:
- Visual journey builder
- Email marketing
- Customer segmentation
- Analytics
- Product-led growth tracking
It’s beautiful, intuitive, and excellent for SaaS startups and marketers focused on customer journeys.
But it does not offer funnels, CRM pipelines, white label, SMS automation, or agency-level client management tools.
2. GoHighLevel vs Autopilot Feature Comparison Table
| Feature | GoHighLevel | Autopilot (Ortto) |
|---|---|---|
| Visual Automation Builder | ✔️ Yes | ✔️ Excellent |
| Funnels | ✔️ Full builder | ❌ None |
| CRM/Pipeline | ✔️ Advanced CRM | ✔️ Basic customer data |
| SMS Automation | ✔️ Built-in | ❌ Not native |
| Email Marketing | ✔️ Advanced | ✔️ Advanced |
| Appointment Scheduling | ✔️ Native | ❌ No |
| Membership Sites | ✔️ Yes | ❌ No |
| White Label | ✔️ Yes | ❌ No |
| SaaS Mode | ✔️ Yes | ❌ No |
| Lead Tracking | ✔️ Advanced | ✔️ Good |
| AI Workflows | ✔️ Strong | ✔️ Basic |
| Multichannel Automation | ✔️ Email/SMS/Calls/WhatsApp | ✔️ Email only |
| Client Sub-Accounts | ✔️ Unlimited | ❌ Not designed for agencies |
3. Visual Automation Builder Comparison
This is where the platforms differ most.
Autopilot’s Visual Journey Builder
Autopilot has one of the most elegant and intuitive visual automation canvases in the industry:
- Drag-and-drop journey interface
- Colorful, friendly design
- Easy tracking of customer behavior
- Beautifully animated workflows
- Great for email-based journeys
- Ecommerce and SaaS user tracking
Marketers who love visual storytelling appreciate Autopilot’s experience.
But its disadvantages include:
- No SMS automation
- No funnel builder
- No CRM pipeline automation
- Limited integrations
- No multi-channel workflow support
GoHighLevel’s Automation Builder
GoHighLevel also offers a powerful visual workflow automation builder:
- Multi-channel automation (email + SMS + call + WhatsApp)
- Pipeline stage triggers
- Form and survey triggers
- AI-based follow-up
- Lead scoring
- Conditional branching
- Tag-based segmentation
- Appointment triggers
- Internal team notifications
- Multi-client workflows
GHL’s builder is less “cute” but is far more powerful for real-world agency automation, such as:
- Client onboarding
- Lead nurturing
- Review request automation
- Missed call text-back
- Calendar booking flows
- Pipeline automation
- AI chatbot workflows
- Multi-device journeys
Winner: GoHighLevel (for agencies)
Winner: Autopilot (for visual simplicity)
4. Funnel Builder Comparison
GoHighLevel Funnels
GoHighLevel includes a complete funnel builder:
- Drag-and-drop landing pages
- Sales funnels
- Opt-in pages
- Upsell/downsell funnels
- A/B testing
- Analytics & conversions
- Membership areas
- Templates for agencies & niches
This allows agencies to replace:
- ClickFunnels
- Leadpages
- WordPress landing builders
Autopilot Funnels
Autopilot does not have a funnel builder.
You must integrate with:
- Webflow
- Unbounce
- WordPress
- Custom websites
Winner: GoHighLevel (by default)
5. CRM & Pipeline Comparison
GoHighLevel CRM
A full sales CRM with:
- Pipelines
- Deal workflows
- Custom fields
- Lead routing
- Task management
- Opportunity boards
- Automated stage changes
- Sales team assignment
This is essential for agencies managing multiple clients.
Autopilot CRM
Autopilot doesn’t offer a full CRM system.
You get:
- Customer data platform (CDP)
- Behavior tracking
- Segmentation
It’s not designed to replace a CRM like GHL.
Winner: GoHighLevel
6. SMS Automation & Multichannel Capabilities
GoHighLevel
Handles:
- SMS
- Calls
- Voicemail
- AI chat
- Funnel triggers
- Appointment triggers
This multichannel automation is why agencies prefer GHL.
Autopilot
Only email.
Multichannel automation is not available.
Winner: GoHighLevel
7. Agency Features: White Label + SaaS Mode
This is where GoHighLevel is unbeatable.
GoHighLevel White Label
Agencies get:
- Full white label software
- Custom domain
- Rebrand GHL as your own SaaS
- Sell monthly plans
- Automated Stripe billing
- Manage unlimited clients
- Client portals
- Sub-account automation
Autopilot White Label
❌ None.
Autopilot is not designed for agencies.
Winner: GoHighLevel (no contest)
8. Pricing Comparison
GoHighLevel Pricing
| Plan | Price | Best For |
|---|---|---|
| Starter | $97/mo | Small businesses |
| Unlimited | $197/mo | Agencies |
| SaaS Mode | $497/mo | White label software sellers |
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Considering it replaces 8–12 tools, GoHighLevel’s pricing delivers huge value.
Autopilot (Ortto) Pricing
| Plan | Price | Notes |
|---|---|---|
| Campaign | $29/mo | Basic automation |
| Professional | $99/mo | Advanced automation |
| Business | $299/mo | Full features |
| Enterprise | Custom | Large companies |
Autopilot pricing increases based on contact count—similar to email platforms.
Winner: GoHighLevel (better value)
9. Pros & Cons
GoHighLevel Pros
- Complete all-in-one agency platform
- Advanced automation builder
- Full CRM system
- Funnel builder
- SMS + email + calls + WhatsApp
- Appointment booking included
- White label features
- SaaS mode—resell software
- Client sub-accounts
- Great for scaling agencies
GoHighLevel Cons
- Learning curve
- UI could be more polished
- Needs setup for best results
Autopilot Pros
- Best visual automation canvas
- Beautiful user interface
- Great for email-based journeys
- Strong segmentation features
- Ideal for SaaS onboarding
Autopilot Cons
- No funnels
- No CRM pipeline
- No SMS automation
- Not built for agencies
- No white label
- Multichannel automation is limited
10. Who Should Choose Which Platform?
Choose GoHighLevel if you are:
✔ A marketing agency
✔ A freelancer managing multiple clients
✔ A business needing CRM + funnels + automation
✔ Someone wanting SMS + email automation
✔ A business wanting to build funnels
✔ An entrepreneur wanting to launch SaaS
Choose Autopilot if you are:
✔ A SaaS company wanting visual onboarding journeys
✔ A marketer who values beautiful automation design
✔ A business that is Email-only
✔ A startup focused on user lifecycle journeys
11. FAQs
1. Is GoHighLevel better than Autopilot for agencies?
Yes.
GoHighLevel is built specifically for agencies.
Autopilot is built for SaaS marketing teams.
2. Can GoHighLevel replace Autopilot?
Yes.
GoHighLevel can replace:
- Autopilot automation
- CRM
- Email + SMS
- Funnels
- Appointment scheduling
3. Does Autopilot have funnels like GoHighLevel?
No. Autopilot does not include funnel building.
4. Does GoHighLevel offer white label?
Yes—full white label + SaaS mode is available.
5. Which one is easier for beginners?
Autopilot is easier.
GoHighLevel is more powerful.
12. Final Verdict: GoHighLevel vs Autopilot — Best Visual Automation Builder for Agencies?
If your priority is visual beauty, Autopilot wins.
But if your priority is real results, automation depth, funnels, CRM, and agency growth, then GoHighLevel is the clear winner.
✔ Best for Agencies → GoHighLevel
✔ Best for Automation Power → GoHighLevel
✔ Best for SaaS and Scalability → GoHighLevel
✔ Best for Visual Journey Simplicity → Autopilot
When you factor in funnels, CRM, SMS, AI, client management, white label, and SaaS mode—
GoHighLevel becomes the ultimate choice for agencies and freelancers.
Ready to Try GoHighLevel Free?
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https://www.gohighlevel.com/?fp_ref=vinoth-62
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