Attio vs HubSpot
A straight comparison of Attio and HubSpot for B2B teams. We sell our own product, Creator, and we say so up front. Every price on this page was read on the vendor's own pricing page, with the date and the link next to it.
The short answer
Attio and HubSpot are not interchangeable. Attio suits startup GTM teams that want a CRM built around their own objects and reporting rather than a fixed sales pipeline. HubSpot suits teams that want one system of record for marketing, sales and service, and are willing to pay onboarding fees to get the full platform. On price, Attio starts at $44 on its Plus plan (per user/month, billed monthly, up to 10 seats) and HubSpot starts at $7/mo/seat on its Starter Customer Platform plan (starts at, includes 500 HubSpot Credits), both read on the vendor pricing pages on 10 September 2026.
Startup GTM teams that want a CRM built around their own objects and reporting rather than a fixed sales pipeline.
Teams that want one system of record for marketing, sales and service, and are willing to pay onboarding fees to get the full platform.
Attio vs HubSpot at a glance
The price, free plan and scaling rows come off the vendors' own pricing pages. Category and best for are our own read. Where a cell says not verified, it is blank on purpose: we had no figure we could stand behind, and a months-old number is worse than a gap.
| Attribute | Attio | HubSpot |
|---|---|---|
| Category (our read) | CRM | CRM |
| Entry price (vendor page) | $44Plus plan, per user/month, billed monthly, up to 10 seats | $7/mo/seatStarter Customer Platform plan, starts at, includes 500 HubSpot Credits |
| Free plan (vendor page) | Yes. A free plan at $0 per user per month for up to 3 seats, 3 objects, 50,000 records, and 100 seat credits per user per month. | Yes. Free tools at $0 a month for up to 2 users, no credit card required. |
| How the price scales | Priced per user, per month, with a credit meter per seat and per workspace. | Priced per seat, per month, with a credit meter for the AI agents. |
| Best for (our read) | Startup GTM teams that want a CRM built around their own objects and reporting rather than a fixed sales pipeline. | Teams that want one system of record for marketing, sales and service, and are willing to pay onboarding fees to get the full platform. |
Pricing, plan by plan
Every figure below carries the plan name it belongs to, the basis the vendor states, a link to the page it came from, and the date we read it. Currencies appear exactly as each vendor publishes them. We never convert one currency into another, because a converted price is a price nobody will ever be charged.
Attio pricing
Checked 10 September 2026- Freeper user/month, up to 3 seats$0
- Plusper user/month, billed monthly, up to 10 seats$44
- Plusper user/month, billed annually, up to 10 seats$35
- Proper user/month, billed monthly$99
- Proper user/month, billed annually$79
- Enterprisebilled annually, quote on requestCustom
Free tier: Yes. A free plan at $0 per user per month for up to 3 seats, 3 objects, 50,000 records, and 100 seat credits per user per month.
What the price is per: Priced per user, per month, with a credit meter per seat and per workspace.
Worth knowing: Attio publishes dollars, euros and pounds itself. We publish the dollar figures and never derive one currency from another.
Source: attio.com/pricing, read 10 September 2026.
HubSpot pricing
Checked 10 September 2026- Freeup to 2 users$0/mo
- Starter Customer Platformstarts at, includes 500 HubSpot Credits$7/mo/seat
- Sales Hub Professionalstarts at, includes 3,000 HubSpot Credits, plus a required $1,500 one-time onboarding fee$90/mo/seat
- Sales Hub Enterprisestarts at, includes 5,000 HubSpot Credits, plus a required $3,500 one-time onboarding fee$150/mo/seat
Free tier: Yes. Free tools at $0 a month for up to 2 users, no credit card required.
What the price is per: Priced per seat, per month, with a credit meter for the AI agents.
Worth knowing: Toggling pay monthly against pay annually did not change any displayed number, so no split between the two is published here.
Source: www.hubspot.com/pricing/sales, read 10 September 2026.
What each vendor publishes about its own product
This section is quotation, not opinion. Each line comes off the vendor's own pricing page on 10 September 2026. We list only what a vendor states. Silence on a feature is not evidence a tool lacks it, so nothing here says a tool cannot do something.
Attio
Attio is a CRM you shape yourself. It syncs your email and calendar, builds contact and company records out of that history, then layers on custom objects, workflows, sequences, call intelligence and real-time reporting.
- · Seat limits run up to 3, up to 10, unlimited and unlimited across the four tiers.
- · Object limits run up to 3, up to 5, up to 12 and unlimited.
- · Record limits run 50,000, 250,000, 1,000,000 and custom.
- · Seat credits run 100, 500, 1,000 and 2,500 per user per month, with workspace credits at 250, 1,500, 10,000 and custom.
- · Extra workspace credits sell in blocks, for example 5,000 a month.
HubSpot Sales Hub
Sales Hub is the sales half of the HubSpot customer platform, sitting on its CRM. Deal pipelines, sequences, a dialer, meeting scheduling, call recording and transcription, forecasting and reporting.
- · Credits cost $9.00 per 1,000 when paid annually.
- · The Starter card is labelled Starter Customer Platform, so that figure is the bundle price.
- · The onboarding fees on Professional and Enterprise are mandatory and change the real first-year cost.
- · Starter and Professional each show a struck-through higher list price alongside the current price.
Which tool for which job
Most comparison pages rank two tools on a single line and call it a verdict. That is not how the decision works. The right answer changes with the job in front of you, so here is the matchup, job by job. Rows built on a vendor figure say so. Rows built on our opinion say that too.
| The job | Pick | Why |
|---|---|---|
| You want to try it without a card | Either | Both publish a free plan. Attio: Yes. A free plan at $0 per user per month for up to 3 seats, 3 objects, 50,000 records, and 100 seat credits per user per month. HubSpot: Yes. Free tools at $0 a month for up to 2 users, no credit card required. |
| One person, one account, smallest bill | HubSpot | Attio opens at $44 (Plus, per user/month, billed monthly, up to 10 seats). HubSpot opens at $7/mo/seat (Starter Customer Platform, starts at, includes 500 HubSpot Credits). Same currency, so the numbers compare directly, but read the unit too. |
| You are adding a second and third user | Read the unit, not the headline | Attio: Priced per user, per month, with a credit meter per seat and per workspace. HubSpot: Priced per seat, per month, with a credit meter for the AI agents. |
| You are choosing inside one category, CRM | Read both descriptions | Category does not separate these two, so the shape of your week does. Attio: Startup GTM teams that want a CRM built around their own objects and reporting rather than a fixed sales pipeline. HubSpot: Teams that want one system of record for marketing, sales and service, and are willing to pay onboarding fees to get the full platform. |
| You need content, DMs, lead capture and pipeline in one place | Creator | That job spans more than either tool covers on its own. Creator installs the whole loop and runs it for you, which is a different purchase from buying software. |
What to expect from CRM tools
Attio and HubSpot are competing for the same budget line, so the category itself sets most of what you should be checking.
CRM
A CRM is where the relationship lives after the first reply. The question is not which one has the most fields, it is which one your team will keep current. Look at how records get created, whether email and calendar sync without babysitting, and how much structure you can change later without a migration.
How to choose between them in an afternoon
You do not need a six-week evaluation. You need five answers, and four of them come off the vendor sites in under an hour.
- 1. Write down the one job you are buying for. Not three jobs. One. If the sentence needs the word and twice, you are shopping for two tools, and you should say so out loud before you compare anything.
- 2. Check the pricing unit, not the headline number. Attio bills like this. Priced per user, per month, with a credit meter per seat and per workspace. HubSpot bills like this. Priced per seat, per month, with a credit meter for the AI agents. Run both against the number of people and accounts you will have in six months, not today.
- 3. Find the cheapest tier that still has the feature you came for. Entry prices are usually gated. The plan you actually need is often one or two tiers above the number in the ad, and that gap is where budgets break.
- 4. Run one real list through the trial. Not a demo list. Fifty of your own prospects, your own copy, your own sending times. Two days of that tells you more than every comparison page on the internet, including this one.
- 5. Ask what breaks when you stop paying. Sequences, data, inbox history and reporting all live somewhere. Find out what you can export and what you lose, before you have anything worth losing.
Our read on each
Everything below is our own assessment from running LinkedIn pipelines for B2B firms. It is opinion, not vendor documentation, and we label it that way so you can weigh it against the vendor sections above.
Attio
A CRM you shape around your own data model.
- + Free plan covers 3 seats and 50,000 records, enough to run a real pipeline
- + Records build themselves from synced email and calendar, so setup is short
- + Custom objects mean the CRM bends to your business, not the other way round
- − Credits meter both per seat and per workspace, so automation raises the bill
- − Object and record ceilings step up plan by plan
- − No LinkedIn content, publishing or DM tooling of any kind
- − Prices are published in USD, EUR and GBP, and the page shows you your local one
HubSpot
Sales Hub, the sales half of HubSpot's customer platform.
- + The free tier is a working CRM, not a demo
- + Everything sits on one record, so marketing and sales share the same history
- + Starter Customer Platform bundles the wider platform at $7/mo/seat
- − Professional and Enterprise carry mandatory one-time onboarding fees of $1,500 and $3,500
- − AI agent usage runs on a credit meter on top of the seat price
- − Per-seat pricing at $90 and $150 climbs fast across a sales team
- − Nothing LinkedIn-native: no content engine, no publishing, no DM automation
Four ways this comparison goes wrong
We have watched a lot of teams pick between tools like these. The same four mistakes account for most of the regret.
The entry tiers of Attio and HubSpot are not the same product shape. Attio: Priced per user, per month, with a credit meter per seat and per workspace. HubSpot: Priced per seat, per month, with a credit meter for the AI agents. At one user those numbers look comparable. At five they usually are not.
Every tool in this space demos well. What separates them is the hundredth time you do the routine task, whether that is approving a sequence, editing a draft or answering a reply. Ask a current user what they do every Monday, not what impressed them in week one.
Neither Attio nor HubSpot decides who you target, what you say or why anyone should reply. Software makes a working motion faster and a broken motion faster to fail. Get the offer and the list right first, then automate them.
Most stacks are strong at sending and thin at everything after it. Replies land in an inbox, someone has to qualify them, and the handoff into a calendar is where pipeline quietly leaks. Decide who owns that step before you pick either tool, or the tool will decide for you.
If neither one covers the job
Attio and HubSpot each solve one slice. Content, DMs, lead capture and pipeline reporting still have to meet somewhere, and in most firms that somewhere is a person with no time. Creator is the install that closes the loop: we set the whole thing up and run it, and you own it.
Built for B2B founders, consultants and agencies who use LinkedIn as their main pipeline channel. See the system and the results.
Frequently asked
- What is the main difference between Attio and HubSpot?
- Attio is positioned as a CRM you shape around your own data model and sits in the CRM category. HubSpot is positioned as sales Hub, the sales half of HubSpot's customer platform and sits in the CRM category. In practice Attio suits startup GTM teams that want a CRM built around their own objects and reporting rather than a fixed sales pipeline, while HubSpot suits teams that want one system of record for marketing, sales and service, and are willing to pay onboarding fees to get the full platform.
- How much does Attio cost?
- Free at $0 (per user/month, up to 3 seats); Plus at $44 (per user/month, billed monthly, up to 10 seats); Plus at $35 (per user/month, billed annually, up to 10 seats); Pro at $99 (per user/month, billed monthly); Pro at $79 (per user/month, billed annually); Enterprise at Custom (billed annually, quote on request). Read on https://attio.com/pricing on 10 September 2026. Yes. A free plan at $0 per user per month for up to 3 seats, 3 objects, 50,000 records, and 100 seat credits per user per month.
- How much does HubSpot cost?
- Free at $0/mo (up to 2 users); Starter Customer Platform at $7/mo/seat (starts at, includes 500 HubSpot Credits); Sales Hub Professional at $90/mo/seat (starts at, includes 3,000 HubSpot Credits, plus a required $1,500 one-time onboarding fee); Sales Hub Enterprise at $150/mo/seat (starts at, includes 5,000 HubSpot Credits, plus a required $3,500 one-time onboarding fee). Read on https://www.hubspot.com/pricing/sales on 10 September 2026. Yes. Free tools at $0 a month for up to 2 users, no credit card required.
- Is Attio or HubSpot cheaper?
- Attio opens at $44 on Plus (per user/month, billed monthly, up to 10 seats). HubSpot opens at $7/mo/seat on Starter Customer Platform (starts at, includes 500 HubSpot Credits). Compare the unit before the number: one vendor may charge per seat while the other charges per account or a flat fee, and the currencies are published as each vendor publishes them. Both figures were read on 10 September 2026.
- Can I use Attio and HubSpot together?
- Most teams pick one. Attio and HubSpot both sit in the CRM category, so running both usually means paying twice for the same job. The exception is a migration, where you run the old tool until the sequences in the new one are stable.
- Which should a solo founder pick, Attio or HubSpot?
- Start from the unit. The Attio entry tier is Plus at $44, per user/month, billed monthly, up to 10 seats. The HubSpot entry tier is Starter Customer Platform at $7/mo/seat, starts at, includes 500 HubSpot Credits. A solo founder is buying one seat and one account, so the tool with the lower entry tier and the smaller learning curve usually wins. Our read: pick Attio if this describes you. Startup GTM teams that want a CRM built around their own objects and reporting rather than a fixed sales pipeline. Pick HubSpot if this describes you. Teams that want one system of record for marketing, sales and service, and are willing to pay onboarding fees to get the full platform.
The verdict
The money question resolves cleanly. Attio opens at $44 on Plus, HubSpot at $7/mo/seat on Starter Customer Platform, both checked 10 September 2026. The unit matters more than the headline. Attio: Priced per user, per month, with a credit meter per seat and per workspace. HubSpot: Priced per seat, per month, with a credit meter for the AI agents.
Attio is the pick if this describes you. Startup GTM teams that want a CRM built around their own objects and reporting rather than a fixed sales pipeline. HubSpot is the pick if this describes you instead. Teams that want one system of record for marketing, sales and service, and are willing to pay onboarding fees to get the full platform. If you read both descriptions and neither matches the job in front of you, the problem is probably bigger than a tool choice, and that is the case Creator exists for.
One caveat we will repeat: pricing pages move. The figures here were read on 10 September 2026 and each one links back to the page it came from. Click through before you sign anything. If a number on this page no longer matches the vendor's page, tell us and we will fix it.
How this page was sourced
We run one rule on every comparison we publish. A fact about a named company's product, pricing or features appears here only if we read it on that company's own page. Every figure carries the plan name it belongs to, the basis the vendor states, the URL it came from, and the date we read it.
Two things follow from that rule, and both are visible on this page. Where a vendor publishes in euros or pounds, the price stays in euros or pounds. We do not convert, because a converted number is a number nobody will ever be charged. And where we have no verified figure, the page says so and leaves the space empty rather than filling it with a price from months ago.
We also do not infer absence. If a vendor's page does not mention a feature, that is not evidence the tool lacks it, and you will not find a line on this page claiming otherwise. The opinionated parts, the categories, the pros and cons, the recommendations, are labelled as ours so you can weigh them separately from the sourced parts.
Last pricing pass: 10 September 2026. We sell a competing product, Creator, and we take no affiliate commission from any tool named on this page.
Key terms
- ICP (Ideal Customer Profile)An ICP is a written description of the exact customer who would benefit most from a product. and is most likely to buy, stay, and refer.
- B2B Lead GenerationB2B lead generation is the process of identifying and capturing potential business customers. typically other companies or their decision-makers.
- Booked CallA booked call is a scheduled meeting on a sales calendar. usually a discovery, demo, or qualifying conversation with a prospect.
- Discovery CallA discovery call is the first structured sales conversation with a prospect, focused on understanding their situation before any pitch.