HubSpot Alternatives
HubSpot is a powerhouse in the sals and marketing technology space. It's one of the most dominant players and is almost always on the longlist or shortlist of vendor options when looking for new CRM or marketing technology. Some readers will already run marketing or sales on HubSpot and want to see what else is available before a renewal or a change of direction. Others are considering it for a new CRM project and want to compare it with similar platforms before they commit. Either way, a clear view of the alternatives leads to a better decision, including when that decision is HubSpot.
Viewpoint Analysis is a Technology Matchmaker: helping businesses find the right technology fast, and helping vendors get found by the right buyers. In this report we look at what usually decides fit in this part of the CRM market, explain HubSpot's 2026 pricing changes, offer some questions for existing HubSpot customers, and give an independent view of nine alternatives across all-in-one platforms, sales-led CRMs and marketing automation specialists. If you want to know more about HubSpot and the alternatives - read on.
Comparing HubSpot with Other CRM Platforms
Readers tend to arrive here from one of two directions.
1) If you already use HubSpot: you may be coming up to renewal, adding hubs or seats, or finding that the business has grown in a direction the original setup did not plan for. The "Already a HubSpot Customer?" section below is written for you.
2) If you are evaluating HubSpot: it may be on your shortlist for a first proper CRM, or as a replacement for spreadsheets or an older system, and you want to see how it compares before signing.
In either case, these are the factors that most often decide which platform fits:
Where marketing sits. HubSpot was built marketing-first and joins marketing, sales and service on one platform. Some teams want exactly that. Others want a sales CRM at the centre with a separate marketing tool, or a specialist marketing platform feeding an enterprise CRM.
How the price grows with use. CRM costs now depend on seats, record or contact volumes and, more and more, usage credits for AI and automation. Model the cost at the size you expect to be in three years, not just today.
Depth of the data model. Businesses with complex B2B processes, several business units, custom objects or approval chains should test how far each platform can be configured before developers are needed.
AI and agents. Most CRM vendors now sell AI agents for prospecting, service and content. Check what is included, what is charged per use, and how much your team is likely to use.
Fit with the rest of your systems. Microsoft 365 or Google Workspace, your ERP and finance systems, and any data warehouse all pull the choice in different directions.
HubSpot's 2026 Pricing Changes: What to Know
HubSpot has changed how parts of its platform are priced during 2026, and anyone comparing costs should work from the current model. Since April 2026, Breeze AI agents have been priced per outcome, for example per qualified lead from the Prospecting Agent, rather than per seat. From October 2026, new customers in EMEA have moved to a single edition priced per seat, with GTM seats for full platform users and lower-cost Ops seats for automation, reporting and governance, plus a monthly allowance of HubSpot credits that covers usage-based features. Marketing contacts are no longer billed under that model.
At the time of writing, US customers and existing customers remain on per-hub pricing, and HubSpot has not announced a date for moving them. If you are an existing customer, ask your account team which model your renewal will use. If you are comparing HubSpot with the alternatives below, ask for a quote under the model that will actually apply to you.
Already a HubSpot Customer? Should You Switch?
Moving off HubSpot is a bigger job than it looks from outside. Contacts and deals move easily enough, but workflows, lead scoring, forms, landing pages, email templates, reports and every integration built around them have to be rebuilt and tested. For many businesses, staying, perhaps on a different edition or better terms, is the cheaper and quicker route.
Also - think about your users. If they know how to use HubSpot, moving to another platform is going to be annoying so make sure you have good reason to put them through this.
These questions can help you test your own thinking:
Has the way you sell changed since you chose HubSpot, for example from inbound-led growth to account-based, channel or field sales?
Which hubs does the business rely on every week, and which were bought for plans that have not fully happened yet?
If you add up seats, add-ons and likely credit use for the next three years, how does that sit against the budget you expect to have?
Does your sales team work in HubSpot every day, or alongside it in spreadsheets and inboxes?
Would a different platform solve the issue in front of you, or would a configuration review, training or cleaner data inside HubSpot do the same job?
And one more: if HubSpot knew you were reviewing the account, what would it be willing to offer to keep you?
Working through these honestly often confirms that HubSpot is still the right platform, with a few changes. Sometimes it shows the business has moved on from the original fit. Either answer is worth having well before the renewal date.
Our Stick or Switch Application Review is built for exactly this decision. We run two workstreams side by side:
1. Assessing where you are today and approaching HubSpot on your behalf, to see how it would meet your current and future needs, and on what terms.
2. Running a beauty parade of alternatives, so you can see what a credible replacement would really look like and cost.
You then decide with both options on the table.
The Best HubSpot Alternatives in 2026
The platforms below are not ranked. HubSpot itself belongs on many CRM shortlists, and the right answer depends on your size, how you sell and the systems you already run. We have grouped the alternatives by how much of HubSpot they would replace.
If you click the 'add to shortlist' button, our AI (HUEY) will collate the options for you.
Alternatives to the Full HubSpot Platform
Salesforce is the largest CRM vendor and covers sales, service, marketing, commerce and data on one platform, with Agentforce AI agents across it. Compared with HubSpot it goes further on customisation, with custom objects, detailed permissions and the AppExchange marketplace, and it scales to very large and multi-division organisations. For smaller teams, Salesforce Starter Suite packages the basics of sales, service and marketing into a simpler edition. Larger Salesforce projects usually involve an administrator or implementation partner. It suits businesses whose processes need more configuration than a standard setup allows, or that expect to grow into an enterprise CRM.
Microsoft Dynamics 365 offers Sales, Customer Service and Customer Insights, Microsoft's marketing and customer data application, as separate applications on a shared data platform with Copilot built in. Where HubSpot is a self-contained platform, Dynamics 365 is designed to sit inside the Microsoft estate, working closely with Outlook, Teams, Power BI, the Power Platform and Dynamics 365 finance and operations applications. Organisations already standardised on Microsoft often find the integration and licensing case persuasive. It is a natural option for mid-sized and large businesses that want CRM, productivity and ERP from one supplier.
Creatio is a Boston-based platform that combines CRM with no-code workflow automation, with sales, marketing and service applications on one platform that it now describes as agentic CRM. Where HubSpot gives teams a ready-made platform to configure, Creatio is built for organisations that want to design their own processes, using no-code tools to model workflows, data and the AI agents that act within them. It raised $200 million at a $1.2 billion valuation in June 2024, led by Sapphire Ventures, and serves thousands of customers in more than 100 countries, often through implementation partners, with industry versions for sectors such as financial services. It suits mid-sized and larger organisations that want CRM shaped around complex, process-heavy operations rather than a standard sales and marketing model.
Zoho CRM is part of Zoho's wide family of business applications, which can be bought together as Zoho CRM Plus or within the broader Zoho One bundle covering marketing, service, finance and HR. Zoho is privately owned and has grown without outside investment, and it keeps list prices low relative to its feature set. Its AI assistant, Zia, now includes agents that teams can set up for sales and service tasks. For cost-conscious small and mid-sized businesses that like the idea of one vendor across many applications, it is a strong contender.
Sales-Led CRM Alternatives
Pipedrive is a sales CRM built around a visual deal pipeline and used by more than 100,000 small and medium-sized businesses. It puts the salesperson at the centre, with activity-based selling, simple automation and AI suggestions for next steps, rather than marketing automation. In 2026 it added project management for post-sale delivery and native WhatsApp messaging linked to deals and contacts. Teams that also need email marketing can add Pipedrive's Campaigns tool or connect a specialist platform. It suits sales-led small businesses that want a CRM their reps will keep up to date.
monday CRM runs on monday.com's work management platform, so sales pipelines, client onboarding and project delivery can live on the same boards. Teams shape it with no-code columns, automations and dashboards, which helps where the sales process does not follow a standard pattern. For companies already using monday.com for project work, it means one less system to run.
Attio is a UK-founded, AI-native CRM that raised a $52 million Series B led by GV in August 2025 and reports around 5,000 paying customers, including Lovable, Granola and Replicate. Its data model can be built around any object, from deals to investors to product users, and it syncs with email and calendars to build records with little manual entry. Compared with HubSpot it carries much less built-in marketing, so it is a sales and relationship tool first. It suits fast-growing technology businesses and go-to-market teams that want a modern CRM they can shape themselves.
Marketing Automation Alternatives to Marketing Hub
ActiveCampaign is a marketing automation platform with a built-in CRM, known for its visual builder for email, SMS and website journeys. During 2026 it has pushed further into autonomous marketing, launching AI agents that act on campaign data and introducing a results guarantee for its autonomous marketing offer. For teams that mainly use HubSpot for Marketing Hub, it offers deep automation without a full CRM suite around it. It suits small and mid-sized marketing teams that run a lot of automated journeys.
Brevo, formerly Sendinblue, is a Paris-based customer engagement platform covering email, SMS, WhatsApp, marketing automation, a sales CRM and loyalty tools, with more than 600,000 customers. It raised €500 million in December 2025 and has said it plans to grow in the US and compete directly with the larger CRM suites. Its pricing is based mainly on messages sent rather than contacts stored, which can work well for businesses with large databases that they email less often. It suits small and mid-sized businesses, particularly in Europe, that want a broad marketing platform with a lower entry price.
Adobe Marketo Engage, acquired by Adobe in 2018, is a B2B marketing automation platform for lead management, account-based marketing and complex nurture programmes. Unlike HubSpot, it is designed to work alongside a separate CRM such as Salesforce or Microsoft Dynamics 365 rather than replace one, and it connects to Adobe Experience Cloud for content and analytics. It suits larger B2B marketing teams with dedicated marketing operations staff who want fine control over scoring, attribution and campaign logic.
For a wider view of the CRM market, including HubSpot and several of the platforms above, see our companion report:
How to Evaluate HubSpot Alternatives
CRM choices are often made on demos, and demos are where every platform looks its best. A structured process keeps attention on how your team actually markets and sells, and on what the platform will cost over the life of the contract, including AI usage.
Define the Problem Statement. Write down what the CRM must do better over the next three years: who will use it, which processes it runs, which systems it connects to and how you will measure success. If you are a HubSpot customer, list what already works well too, so it is not lost in the move.
Run a Fast Market Assessment through the Technology Matchmaker. The Technology Matchmaker Service brings relevant vendors to pitch against your brief, so you see how each would handle your needs rather than a standard demo script.
Shortlist Tightly. Choose a small number of platforms that genuinely fit. If you already use HubSpot, or it is your front-runner, keep it on the shortlist so you are comparing like with like.
Run a Rapid RFP. Our Rapid RFP asks each vendor to show your own scenarios, such as lead routing, a renewal process or a pipeline report, and to price your seats, contacts and expected AI and automation usage on the same basis.
Score and Decide. Score each platform against the problem statement, add migration, data cleansing and training effort to the cost, and speak to reference customers of a similar size and sales model before you sign.
How Viewpoint Analysis Can Help
A good first step is HUEY, the Viewpoint Analysis AI assistant. HUEY is trained on all of our Viewpoint Analysis content, so he can compare HubSpot with the platforms in this report, build you a shortlist or longlist, and even introduce you to a vendor's sales team or arrange a demo.
If you would like a person alongside you, our 30-Day Technology Selection takes you from requirements to a decision in a month, and the Enterprise Software Selection Playbook 2026 sets out the full method if you would prefer to run the process yourself.
Concluding Comments
HubSpot is a capable platform, and for many businesses it will stay the right one. Whether you are reviewing a relationship you already have or choosing a CRM for the first time, the goal is a system your teams will use every day and that still fits as the business grows. If an independent view on that would help, we are happy to talk it through.
