Attio vs HubSpot: CRM Software Compared (2026)
Attio and HubSpot are two CRMs at opposite ends of the flexibility spectrum.
- Verified 27 Oct 2026Sources are dated on this page
- 7 sourcesLinked, typed and dated
- No winner declaredFit depends on your criteria
- Not tested by Stack18Editorial summary of documented facts
Attio vs HubSpot: the short answer
Attio and HubSpot are two CRMs at opposite ends of the flexibility spectrum. Attio is a modern, object-based CRM sold per user in Free, Plus, Pro and Enterprise plans, with AI built into its data layer and credits for AI and enrichment. HubSpot is a customer platform with a free CRM and separately priced Hubs for sales, marketing and service.
The sources reviewed describe the choice as flexibility against ecosystem. Attio is described as the better fit for teams that need a custom data model, such as partners, investors or products, with no onboarding fee. HubSpot is described as the stronger platform for marketing and sales together, with a far larger integration library, but with custom objects reserved for its top tier and onboarding fees on higher plans.
We compare what Attio's own pricing pages and independent 2026 sources support and mark the rest Unknown. Attio's prices are shown as published on its pricing page, and several older guides still show $29 and $69. Two sources are written by vendors of related tools, and one by a HubSpot partner. No winner is declared.
Choose Attio if you- Startups and small teams that want a flexible, custom CRM data model
- Teams that track partners, investors or products alongside customers
- Teams that want AI and enrichment inside the CRM without onboarding fees
Choose HubSpot if you- Teams that want marketing, sales and service on one customer record
- Teams that need a large integration library and a mature ecosystem
- Teams that can budget for onboarding on higher tiers
Attio and HubSpot at a glance.
One card per product, drawn from each full profile. Open a profile for features, pricing plans, limits and sources.
Attio
Attio Ltd · CRM Software
Attio is a cloud CRM that lets teams model their own data with custom objects, sync email and calendar, enrich records automatically and run AI and workflow automations. It is priced per user per month on Free, Plus, Pro and Enterprise plans, with AI and workflow usage drawn from monthly credits.
- Pricing
- Free for up to 3 seats; Plus $35 and Pro $79 per user per month billed annually ($44 and $99 billed monthly); Enterprise is custom.
- Best for
- Startups and small teams that want a flexible, custom CRM data model
HubSpot
HubSpot, Inc. · CRM Software
HubSpot is a customer platform from HubSpot, Inc. that combines a CRM (Smart CRM) with product modules called Hubs for sales, marketing, customer service, content, data and revenue operations.
- Pricing
- Free tools; Sales Hub from $9 per seat per month billed annually (Starter).
- Best for
- Small teams that want to start on a free CRM and upgrade gradually
Attio vs HubSpot: feature-by-feature comparison.
Every row is drawn from the sources listed below. Rows that differ are marked, and you can filter the table to show only those.
- YesDocumented
- PartialAvailable with limits or on some plans
- NoDocumented as unavailable
- UnknownNot documented in the sources reviewed
| Dimension |  Attio |  HubSpot |
|---|---|---|
| Product | ||
| Core approach | YesFlexible, object-based CRM with a clean interface and AI built into the data layer. | YesAll-in-one customer platform: CRM plus Hubs for sales, marketing and service on shared data. |
| Pricing | ||
| Free plan | YesFree for up to three seats, with 3 objects and 50,000 records. | YesFree CRM tools for up to two users in our profile; some sources report three. |
| Entry paid price per user (annual)Differs | YesPlus at $35 per user per month billed annually; $44 billed monthly. Older guides show $29 to $34. | PartialSales Hub Starter is reported anywhere from $9 to $20 depending on the source and promotion. |
| Mid-tier price per user (annual) | YesPro at $79 per user per month billed annually; $99 billed monthly. Older guides show $69. | YesSales Hub Professional at $90 billed annually; $100 billed monthly. |
| Top tierDiffers | PartialEnterprise is a custom quote, with SAML SSO, SCIM and unlimited objects. | YesSales Hub Enterprise from $150 per user per month. |
| Seat capsDiffers | YesPlus is capped at 10 seats; Pro has unlimited seats. | UnknownSeat caps by plan were not documented in the sources reviewed. |
| Onboarding feesDiffers | YesNo onboarding fee reported. | PartialRequired one-time onboarding of $1,500 on Professional and $3,500 on Enterprise, per guides. |
| Data model | ||
| Custom objects | PartialCustom objects on paid plans, with 5 objects on Plus and 12 on Pro; one guide reports unlimited on Pro, so confirm. | PartialCustom objects are reported as limited to Sales Hub Enterprise or Operations Hub Professional. |
| Marketing | ||
| Marketing automationDiffers | NoNo marketing automation suite. | YesFull suite across email, social, ads and content through Marketing Hub. |
| AI | ||
| AI approachDiffers | YesAI built into objects and workflows, with monthly seat and workspace credits by plan. | PartialBreeze AI with credits; one guide reports the credit system was overhauled on 14 April 2026, with unused credits expiring monthly. |
| Integrations | ||
| Integration libraryDiffers | PartialOne guide reports 86 integrations. | YesHubSpot states Sales Hub integrates with over 1,500 apps; one guide reports 2,000 or more. |
| Ease of use | ||
| SetupDiffers | PartialDescribed as flexible but needing thought about the data model. | YesDescribed as fast to start for teams that follow standard CRM conventions. |
Attio vs HubSpot pricing.
Attio pricing
Per user per month by plan (Free, Plus, Pro, Enterprise), with 20% off annual billing and optional credit packs for AI and workflows. Prices are shown in USD and may be localised by region.
- Free$0
- Plus$35 per user per month billed annually; $44 billed monthly
- Pro$79 per user per month billed annually; $99 billed monthly
- EnterpriseCustom quote
Prices from a vendor-published source. Checked 20 Oct 2026.
All Attio plans and sources
HubSpot pricing
Per-seat subscription by Hub and tier (Free, Starter, Professional, Enterprise), with one-time onboarding fees on Professional and Enterprise.
- Free tools$0
- Sales Hub Starter$9 per seat per month billed annually; $15 per seat per month billed monthly
- Sales Hub Professional$90 per seat per month billed annually; $100 billed monthly
- Sales Hub Enterprise$150 per seat per month
Prices from a vendor-published source. Checked 15 Oct 2026.
All HubSpot plans and sourcesAttio is cheaper at the mid tier. Our arithmetic on Attio's published annual prices for 10 users gives about $4,200 a year on Plus ($35 x 10 x 12) and $9,480 on Pro ($79 x 10 x 12). On HubSpot, Sales Hub Professional at $90 is about $10,800 a year ($90 x 10 x 12), or about $12,300 with the reported $1,500 onboarding fee, and Starter at the $20 list figure is about $2,400. Plus is capped at 10 seats, so a larger team moves to Pro.
Custom objects change the comparison. A guide reports HubSpot reserves custom objects for its $150 Enterprise tier, which would put 10 users at about $18,000 a year ($150 x 10 x 12) plus a $3,500 onboarding fee, while Attio includes custom objects on paid plans. A team that needs marketing automation, however, would add HubSpot's Marketing Hub rather than replace it.
AI changes the totals on both sides, through credits. Prices changed on both vendors recently, with older guides showing Attio at $29 and $69, so confirm current terms with each vendor.
Prices and plans change. Confirm current terms with each vendor before you decide.
Attio vs HubSpot: implementation, ecosystem, AI and security.
Ease of implementation and usability
We did not test setup or migration for either product. Guides describe HubSpot as faster for teams that follow conventions and Attio as quick to adopt but needing design effort for custom objects. Pilot the same set of deals and accounts in each.
Integrations and ecosystem
One guide reports Attio has 86 integrations against HubSpot's 2,000 or more, which it calls HubSpot's main advantage; HubSpot states over 1,500 apps for Sales Hub. Counts differ between sources and were not verified, so check the specific tools you use.
AI capabilities
Attio builds AI into objects, workflows and enrichment, with credits by plan (100 seat credits on Free up to 2,500 on Enterprise, per its pricing). HubSpot's Breeze covers agents across marketing, sales and service, with credits and outcome-based billing for some agents. We did not test output quality.
Security, deployment and administration
Attio lists SAML SSO and SCIM on Enterprise and advanced permissions on Pro. HubSpot's governance features rise with tier. We did not review certifications or data residency for either product, so request current security documentation.
Attio and HubSpot: each option, in balance.
Attio
Strengths and limitations from the profile
- Custom objects and relationship attributes let teams model partners, investors or product usage alongside deals.
- Email and calendar sync builds records and interaction history automatically, and enrichment is included on every plan.
- A permanent Free plan for up to three seats and a 14-day trial of Pro make evaluation low-risk.
- A documented developer platform with a REST API, app SDK and hosted MCP server supports custom integrations.
- Plus is capped at 10 seats, so larger teams move to Pro for every seat.
- AI features and workflows draw on credits, so heavy use may need paid credit packs on top of seat prices.
- Sequences, call recording and advanced permissions need Pro, and SSO and SCIM need Enterprise.
- Prices are localised and were changed recently, so older guides may show different figures.
HubSpot
Strengths and limitations from the profile
- A free tier with no onboarding fee gives teams a low-risk place to start.
- One platform covers CRM plus sales, marketing, service and other Hubs on shared customer data.
- HubSpot documents a clear tier ladder with stated limits for pipelines, workflows, reports and calling minutes.
- AI tools are included in the free plan and paid Sales Hub tiers, according to HubSpot's guide.
- Professional and Enterprise carry one-time onboarding fees of $1,500 and $3,500 on top of seat prices.
- Custom objects are limited to Sales Hub Enterprise, which matters for teams with non-standard data models.
- The free tier is limited to two users, includes HubSpot branding, and has no automation or sequences.
- Costs rise when seat counts grow or other Hubs are added, because each Hub is priced separately.
Attio or HubSpot: which fits which situation?
No overall winner is declared. The better choice depends on the criteria that matter most to you, so test both against your own requirements.
Choose Attio if you…
- Startups and small teams that want a flexible, custom CRM data model
- Teams that track partners, investors or products alongside customers
- Teams that want AI and enrichment inside the CRM without onboarding fees
Choose HubSpot if you…
- Teams that want marketing, sales and service on one customer record
- Teams that need a large integration library and a mature ecosystem
- Teams that can budget for onboarding on higher tiers
Switching between Attio and HubSpot.
Moving between Attio and HubSpot means exporting contacts, companies and deals, mapping properties to objects and attributes, and rebuilding workflows and sequences. Custom objects map differently between the two. Run one team in parallel through a sales cycle before retiring the old CRM.
- Export a sample of your data and test an import into the other product.
- List the automations, integrations and permissions you would need to rebuild.
- Pilot with one team before a full cut-over.
- Check contract terms and notice periods with both vendors.
General guidance, not specific to either vendor. Confirm migration options with the vendors.
Attio vs HubSpot: questions and answers
Is Attio cheaper than HubSpot?
At the mid tier, yes: Attio Pro is $79 per user per month against $90 for HubSpot Sales Hub Professional, billed annually, and HubSpot adds required onboarding fees. HubSpot's free CRM and Starter tier are cheaper to start.
Does HubSpot lock custom objects behind Enterprise?
Guides report custom objects are limited to Sales Hub Enterprise ($150 per user) or Operations Hub Professional. Attio includes custom objects on paid plans, with limits by plan.
Does Attio have a free plan?
Yes, for up to three seats with 3 objects and 50,000 records. HubSpot's free CRM covers two users in our profile.
Does Attio have marketing automation?
No. Guides report Attio has no marketing suite, while HubSpot offers one through Marketing Hub.
Which has more integrations?
HubSpot, with over 1,500 apps for Sales Hub by HubSpot's own count. One guide reports Attio has 86.
Did Attio change its prices?
Attio's pricing page now shows Plus at $35 and Pro at $79 per user per month billed annually. Older guides show $29 and $69.
What is Attio's seat limit on Plus?
Plus is capped at 10 seats; Pro has unlimited seats.
Where this comparison comes from.
- Plans & Pricing Attio Official Accessed 20 Oct 2026
- Attio plans and features Attio Help Center Official docs Accessed 20 Oct 2026
- Attio CRM Review (2026): Features, Pricing, Pros, Cons & Alternatives (StackSync sells data-sync tools) StackSync Third-party Accessed 27 Oct 2026
- HubSpot vs Attio 2026 Hack’celeration Third-party Accessed 27 Oct 2026
- Attio vs HubSpot: The Honest 2026 Comparison Prospeo Third-party Accessed 27 Oct 2026
- Attio vs HubSpot: Feature, Pricing & Use-Case Comparison (Modern Inbound is a HubSpot partner) Modern Inbound Third-party Accessed 27 Oct 2026
- HubSpot's Sales Hub pricing guide HubSpot (blog.hubspot.com) Official Accessed 15 Oct 2026
Comparison rows summarise the sources listed and the two profiles. Confirm current details with each vendor. Stack18 has not tested either product.
Ready to test Attio and HubSpot?
Check each vendor's current pricing and terms, run both against a real scenario from your business, or talk to Stack18 if off-the-shelf software is not the answer.
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