HubSpot is a CRM tool for Small businesses and Enterprise, offered as freemium ($20/mo). Founded in United States in 2006. Popular alternatives include Pipedrive, Attio, folk.
About HubSpot
HubSpot is a customer platform from Cambridge, Massachusetts, founded in 2006 by Brian Halligan and Dharmesh Shah. It grew from inbound marketing software into a full CRM suite in which Marketing, Sales, Service, Content, Operations and Commerce hubs share one contact database, so marketing, sales and support teams work from the same records.
The free CRM is genuinely useful and is how most companies start: contacts, companies, deals, forms, email marketing with HubSpot branding, live chat and basic reporting. Paid hubs add email automation, landing pages, ads management, sequences, meetings, quotes, ticketing, knowledge bases, a CMS, data sync and custom reporting. Breeze, HubSpot's AI layer introduced in 2024, adds a copilot, agents for content, prospecting and customer support, and data enrichment. Pricing combines seat-based fees with marketing contact tiers, and Starter, Professional and Enterprise levels can be bought per hub or as a bundled customer platform; Professional and Enterprise plans carry onboarding fees.
HubSpot's strengths are breadth, polish and an ecosystem of thousands of integrations and agencies, which makes it a safe choice for SMBs and mid-market companies. The weakness is cost at scale: moving from Starter to Professional can raise the bill sharply, and contact-based pricing punishes large databases. Salesforce is more customizable for complex enterprises, Pipedrive and Attio are cheaper CRMs for sales-only teams, and Brevo or ActiveCampaign are lower-cost marketing alternatives.
Key features of HubSpot
- Free CRM with contacts, companies, deals and tasks for up to 2 users
- Marketing Hub: email, automation workflows, landing pages, ads, SEO tools
- Sales Hub: sequences, meeting scheduler, quotes, call tracking, forecasting
- Service Hub: ticketing, knowledge base, customer portal, surveys
- Breeze AI agents for content, prospecting and customer service
- 1,500+ app marketplace integrations and a mature API
Pros and cons
Pros
- One database across marketing, sales and support
- Free tier is complete enough for very small businesses
- Excellent documentation, academy and partner ecosystem
- Strong reporting once you reach Professional
Cons
- Professional and Enterprise pricing is steep, plus onboarding fees
- Marketing contact tiers punish large lists
- Feature gating pushes you to upgrade for basics like A/B tests
- Can be overkill for a 5-person team
HubSpot pricing
HubSpot uses a freemium model.
| Plan | Price | Includes |
|---|---|---|
| Free tools | $0 | 2 users, 1,000 total contacts, basic CRM, HubSpot branding |
| Starter Customer Platform | $20 / seat/mo | New-customer promo $10/mo monthly or $7/mo annual |
| Professional (per hub) | $890 / mo | Marketing Hub Pro, 3 seats; $3,000 onboarding fee |
| Enterprise (per hub) | $3,600 / mo | Marketing Hub Enterprise, 5 seats; $7,000 onboarding fee |
Source: www.hubspot.com · checked on Oct 20, 2026
How HubSpot compares in CRM
- Rank by votes
- #2 / 19
- Starting price
- $20
- Free alternatives
- 2
0 votes from members
At the category median of $20/mo
Free or open-source tools in CRM
HubSpot ranks #2 of 19 crm tools by community votes and is priced in line with the category.
Common use cases
- 1Inbound marketing with forms, nurture emails and lead scoring in one place
- 2SMB sales team running sequences and a shared pipeline
- 3Support team on tickets and a knowledge base linked to the same contacts
- 4Companies consolidating five point tools into one platform
Best for
Growing SMBs and mid-market companies with marketing, sales and support teams that want one system and have budget for Professional tiers.
Not ideal for
Bootstrapped startups with large email lists (Brevo or Kit are cheaper) or sales-only teams (Pipedrive and Close are leaner).
Integrations
- Gmail
- Outlook
- Slack
- Zoom
- Shopify
- Stripe
- Salesforce
- Zapier
- WordPress
Our take
HubSpot is the safest choice when several departments need to share customer data, and the free CRM is a no-brainer to start. Budget carefully before Professional: the jump is large, and leaner tools cover single use cases better and cheaper.
FAQ
- What is HubSpot?
- HubSpot is a CRM tool: CRM platform with free core and paid hubs.
- How much does HubSpot cost?
- HubSpot uses a Freemium model; paid plans start at $20 per month.
- What are the best alternatives to HubSpot?
- Community-listed alternatives to HubSpot include Pipedrive, Attio, folk, Twenty.
- What does HubSpot integrate with?
- HubSpot integrates with Gmail, Outlook, Slack, Zoom, Shopify, Stripe and more.
- Which platforms does HubSpot support?
- HubSpot is available on web, ios, android.
- Who is HubSpot for?
- Growing SMBs and mid-market companies with marketing, sales and support teams that want one system and have budget for Professional tiers.
Alternatives to HubSpot
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