Given the circumstances as you described, I would assume it was something the lift operators did. The damage appears to be quite new. Now, that's not to say that they are at fault. If the keel was improperly attached or there was some other structural damage previously unknown to you, then it simply might have cracked under the pressure of a normal splash operation. But, that said, I have heard so many horror stories about boat mishandling that I have come to realize that it is much more common than I would expect. And, I personally know people who have had their boats dropped and the boatyard did not tell them. (Had to find out from witnesses.) I never allow my boat to be moved if I'm not present, for this reason.
Doesn't help you, at this point.
What you can do is lift up the floor board and inspect around the keel bolts. This could give you some clues. I would not expect to see further damage on the bottom of the keel because this does not look like damage from being dropped on the keel. It looks more like the hull aft of the keel flexing upward and/or the keel flexing forward. The former could happen if the boat lacked structural integrity to resist sagging in the sling. I do not know enough to know if this could be caused by improper sling placement. The latter would imply gross mishandling - like allowing the boat's stern to slide down, supported by the aft edge of the keel against the sling. (Inspect the area carefully with a magnifying glass for evidence of abrasion from a sling. If found, photograph.)
Both are difficult to prove since you weren't there.
If you inspect those keel bolts and the surrounding area and, for example see missing or loose bolts ... well, there's your problem.
As for repair, this is quite serious. I would not take advice on the forum about that. You will get good advice, but this damage is too serious to entrust to people you don't know and who aren't accountable. I can say that, unless the lift operator (marina?) pays for the repair, or unless you are very handy and can (and want to) do the repair yourself, it is probably cheaper to replace the boat. I have what I would describe as a "medium" level of experience with fiberglass and a medium-high level of tolerance for risk of failure, and I would not attempt this repair myself.
What I can tell you is that, if you know it was the operator, but can't prove it, your best strategy is that if the operator believes you have a high capacity to pursue this. So, make sure your early communications with them leaves you with this card to play, should you later need to (after ensuring that it was their fault). Avoid comments like, "I don't have the money to repair this" as this tells them, "I don't have the money to pursue this." After inspecting the boat as thoroughly as I could, myself, my first conversation with the operator would be to the effect of, "The boat was damaged between the last time I visited it and the time it was put in the water. I have not found evidence of any manufacturing faults so I am having an expert come inspect the damage and help identify the cause." And, of course, document everything.