Attio vs HubSpot
We give Attio and HubSpot the same GPA: 3.4 out of 4.0. They get the same grade on all five counts.
Price, platforms and features side by side. The table says where each price was read and when.
Attio
CRM with a customizable data model, workflows and AI agents
HubSpot
Free CRM at the center of a marketing, sales and service suite
How we grade them
| 3.4GPAAttioVery good | 3.4GPAHubSpotVery good | |
|---|---|---|
| Value for money | CPlus is $35 a user a month on yearly billing, which is where the dearer CRMs here start, and it still stops at 10 seats and 5 objects. Sequences and call recording need Pro at $79. AI and workflows spend monthly credits, and heavy use can mean buying more. | CStarter is fair at $20 a seat, and new customers get it from $7. Then it jumps. Sales Hub Professional is $90 a seat plus a one-time $1,500 onboarding fee, when Zoho CRM starts at $14 a user. |
| Free plan and trial | AFree for up to 3 seats with 50,000 records, contact syncing, data enrichment and 200 email sends per user a month. That's room for a small team to stay a good while. You're held to 3 objects and 3 reports, with 100 AI credits a seat each month. | AFree with no end date for 2 users and 1,000 contacts: deal pipelines, email tracking, live chat, a meeting link and dashboards. Zoho CRM's free plan holds more, with 3 users and 5,000 records, but HubSpot's does more. |
| Features | AA data model you can add your own objects to, email and calendar sync, automatic enrichment, workflows, AI agents that research accounts, an assistant that builds records from a prompt, and funnel reports. Call recording and sequences are Pro only. | AA CRM with marketing, sales, service and content tools all reading from one customer record. Email tracking, calling, workflows, dashboards and an AI assistant. You'll run out of time before you run out of features. |
| Ease of use | BThere's no App Store rating on record for it, so a B is our ceiling. Records fill themselves in from your mailbox and calendar, which saves the typing. Deciding how to shape your own data model is the part that takes thought. | B4.7 from about 15,700 App Store ratings, and it runs in a browser with nothing to install. Starting is easy. Working out the bundles, hubs, seats and credits is not, and Sales Hub Professional makes you buy onboarding. |
| Platforms and integrations | AWeb, iPhone and Android, with a Chrome extension for Gmail. It connects to Gmail, Outlook, Slack, Zapier, Stripe, Segment, Mailchimp and Typeform, and there's an API. No desktop app: on a computer it runs in the browser. | AWeb, iPhone and Android, a Chrome extension for Gmail and an add-in for Outlook. More than 2,000 integrations and an API. There's no desktop app, but it lives in a browser tab, so we doubt you'd miss one. |
| Best for | startups that want a CRM they can reshape | small businesses starting with a free CRM |
The GPA is the average of the five grades: an A is 4 points, an F is none. The full reasons are on each tool's page: Attio and HubSpot. How we grade
Where they differ
- Attio starts at $35 per user / month, billed annually ($44 billed monthly). HubSpot starts at $20 per seat / month for Starter (new customers: from $7, billed annually).
- Attio also covers transcription.
- HubSpot also covers booking links and marketing automation.
At a glance
| Attio | HubSpot | |
|---|---|---|
| Pricing | Free plan | Free plan |
| Starts at | $35 per user / month, billed annually ($44 billed monthly) | $20 per seat / month for Starter (new customers: from $7, billed annually) |
| Free plan | Up to 3 seats, 3 objects and 50,000 records, 200 email sends per user a month, up to 3 reports, and 100 seat credits plus 250 workspace credits a month for AI and workflows. | Free tools for up to 2 users and 1,000 contacts with no expiry date: contact management, deal pipelines, tasks, email tracking, live chat, a meeting link and reporting dashboards. Live chat and marketing emails carry HubSpot branding. |
| Free trial | 14-day free trial of the Pro plan for new workspaces | 14-day free trial of HubSpot's paid sales tools; the free tools themselves do not expire |
| Web | ||
| iOS | ||
| Android | ||
| Browser extension | ||
| Made by | Attio Ltd. | HubSpot, Inc. |
| Price read from | attio.com | hubspot.com |
| Checked | Oct 4, 2026 | Oct 4, 2026 |
Who each one suits
Attio
- Startups and small sales teams that want a CRM they can reshape as they grow
- Teams that want records filled in from email and calendar activity rather than typed by hand
- VC-backed startups that qualify for the startup program discount
HubSpot
- Small teams that want to start on a free CRM and add paid tools later
- Companies that want marketing, sales and service working from one customer database
- Startups and nonprofits that qualify for HubSpot's discount programs
Worth knowing
Attio
- There is no desktop app: on a computer Attio runs in the browser, with a Chrome extension for Gmail and mobile apps for iOS and Android.
- Free is capped at 3 seats and Plus at 10; only Pro and Enterprise have no seat limit.
- Sequences and call recording need Pro or Enterprise, and SAML single sign-on is Enterprise only.
- AI features and workflows consume monthly credits, so heavy use can mean adding extra workspace credits.
HubSpot
- The free tools stop at 2 users and 1,000 contacts, and free live chat and marketing emails carry HubSpot branding.
- Sales Hub Professional and Enterprise each require a one-time onboarding fee ($1,500 and $3,500) on top of the seat price.
- Paid tiers are split across a Starter bundle, Smart CRM and separate hubs, so the total depends on which products and how many seats you buy.
- The $7 Starter price is a limited-time offer for new customers against a $20 list price, and HubSpot's CRM product page shows a different new-customer price, from $15 per seat.
Key features
Attio
- Customizable data model
- Records sit in objects that you can add to as the business changes. The number of objects is capped by plan: 3 on Free, 5 on Plus, 12 on Pro and unlimited on Enterprise.
- Email and calendar sync with enrichment
- Connecting a mailbox and calendar keeps contacts up to date, and company and people records are enriched automatically. Free and Plus sync 1 email account per user; Pro syncs 2.
- Workflows and AI agents
- Workflows automate steps such as lead scoring and routing, and agents can research accounts on the web. Both draw on monthly workspace credits, and more credits can be added.
- Ask Attio
- An AI assistant that analyzes CRM data and creates records from a prompt. Each seat gets its own monthly credits for it: 100 on Free, 500 on Plus and 1,000 on Pro.
- Call Intelligence and sequences
- Pro and Enterprise workspaces can record calls with AI transcripts and insights, and send multi-step email sequences. Neither is available on Free or Plus.
- Reporting
- Insight and funnel reports on pipeline and revenue. Free is limited to 3 reports and Pro allows up to 100.
HubSpot
- Free CRM tools
- Contact management, deal pipelines, task and activity tracking, CRM import and reporting dashboards are free for up to 2 users and 1,000 contacts, with no expiry date.
- Sales email and meeting tools
- Email tracking, templates and a meeting scheduler work inside HubSpot or from the inbox, through a Chrome extension for Gmail and an Office 365 add-in for Outlook.
- Workflows and sales automation
- Workflows automate follow-ups and record updates. Sales Hub Professional allows up to 300 fully customizable workflows; lower tiers have fewer triggers and actions.
- Breeze AI and HubSpot Credits
- Breeze Assistant answers questions from CRM data, and agents run on HubSpot Credits. Paid tiers include 500, 3,000 or 5,000 credits a month, and unused credits do not roll over.
- Calling and conversation tools
- Calls can be placed and logged from the CRM, with a monthly allowance of calling minutes that grows by tier. Sales Hub Professional adds call transcription and playbooks.
- Connected hubs and integrations
- The CRM shares one customer database with HubSpot's marketing, service, content and data hubs, and HubSpot lists more than 2,000 integrations.
Plans
Attio
Free$0
Up to 3 seats, 3 objects and 50,000 records, with contact syncing, data enrichment and 200 email sends per user a month.
Plus$35
per user / month, billed annually ($44 billed monthly)
Up to 10 seats, 5 objects and 250,000 records, private lists, 1,000 email sends per user a month and 500 seat credits a month.
Pro$79
per user / month, billed annually ($99 billed monthly)
Unlimited seats, up to 12 objects and 1 million records, Call Intelligence, sequences, permission controls and unlimited email sends.
EnterpriseCustom
Billed annually. Unlimited objects and teams, SAML single sign-on, admin controls and 2,500 seat credits a month.
HubSpot
Free Tools$0
Up to 2 users and 1,000 contacts, with contact management, deal pipelines, live chat and reporting dashboards. No credit card required.
Starter$20
per seat / month; new customers from $7, billed annually
A bundle of the Starter editions of the marketing, sales, service, content and data hubs. Removes HubSpot branding and includes 500 HubSpot Credits.
Smart CRM Professional$45
per seat / month, annual commitment ($50 billed monthly)
CRM-only tier with up to 100 pipelines, 100 custom reports, 75 dashboards and 3,000 HubSpot Credits.
Smart CRM Enterprise$75
per seat / month
CRM-only tier with up to 350 pipelines, 500 custom reports, 200 calculated properties and 5,000 HubSpot Credits.
Sales Hub Professional$90
per seat / month, annual commitment ($100 billed monthly)
Sales Hub only: up to 300 customizable workflows, call transcription and playbooks. A one-time $1,500 onboarding fee is required.
Sales Hub Enterprise$150
per seat / month
Sales Hub only: adds forecasting across team hierarchies and more advanced automation. A one-time $3,500 onboarding fee is required.
Ways to pay less
Attio
- Annual discount
Save 20% with annual billing
Attio's pricing page gives a 20% discount on Plus and Pro when billed annually: Plus is $35 instead of $44 per user a month, and Pro is $79 instead of $99.
- Startups
Startup program: 80% off Pro in year one
VC-backed startups incorporated less than 10 years ago, with up to 10 seats, can apply within 90 days of creating a workspace for 80% off annual Pro in the first year and 30% off the second.
HubSpot
- Other savings
New-customer Starter offer: from $7 per seat
For a limited time, new customers pay $7 per seat a month billed annually, or $10 billed monthly, instead of the $20 list price for Starter. HubSpot gives no end date.
- Annual discount
Lower seat price with an annual commitment
Sales Hub Professional is $90 per seat a month on an annual commitment versus $100 paid monthly. Smart CRM Professional is $45 versus $50.
- Startups
HubSpot for Startups: up to 90% off
Startups with pre-seed to Series A funding can get 90% off in year one, 50% in year two and 25% in year three. Others tied to an approved partner get 30%, then 15%. Professional and Enterprise products only.
- Nonprofit
40% off for eligible nonprofits
New customers registered as nonprofits in North America, Australia or New Zealand get 40% off Professional and Enterprise products on a one-year contract. Starter is excluded.
