The verdict
The verdict
These two tools are aimed at different buyers, and the honest answer turns on one question: do you want to design your CRM, or do you want to span your whole go-to-market from one place. Attio wins pricing and automation. The permanent free plan is more capable than most paid entry tiers, and the full API, webhooks and an MCP server sit on every plan with no tier gate, so a team that builds its own automation has the stronger foundation. HubSpot wins ease of use and scale. Guided onboarding gets a non-technical team productive fast, and the platform spans marketing, sales and service on one record with a 2,000-plus integration marketplace and a 5 million-record ceiling.
Flexibility lands as a tie, because each tool flexes in a different direction. Attio bends the data model to how you work; HubSpot bends across the whole customer lifecycle on shared data. Custom objects are the tell: Attio reaches them on Pro, HubSpot only on Enterprise.
So pick on where you sit. If you are a startup or revenue team that wants to shape your own CRM, automate from day one and pay less as you grow, choose Attio. If you are an SMB or mid-market team that wants one connected, easy platform to grow into, choose HubSpot. HubSpot pays us a referral commission and Attio does not, which we disclose plainly, and it changed nothing here: HubSpot won the two dimensions it genuinely leads and lost the two it does not.
Side by side
| 11 points compared | ||
|---|---|---|
| Starts at | €31/mo | $7/mo |
| Free plan | Yes | Yes |
| API | Yes | Yes |
| MCP server | Yes | Yes |
| Automatic contact capture | Yes | Yes |
| Built-in calling | No | Yes |
| Contact enrichment | Yes | Yes |
| Custom objects | Yes | Yes |
| Email sequences | Yes | Yes |
| Gmail or Outlook sidebar | Yes | Yes |
| Workflow automation | Yes | Yes |
| Links |
Plans and pricing
Attio
- FreeFree
- Plus€39/mo/seat
- Pro€93/mo/seat
HubSpot
- FreeFree
- Starter$20/mo/seat
- Professional$100/mo/seat
- Enterprise$150/yr/seat
Who each is for
Choose Attio if…
Pick Attio if you want to design the CRM around your data
You are a startup or a fast-scaling revenue team, and you want a modern, customisable CRM that auto-builds a real-time relationship database from your email and calendar instead of forcing you into a rigid template. Attio is built for you. The data model bends to how you actually work, the permanent free plan is more capable than most paid entry tiers, with 3 seats, 50,000 records and the full API, and AI agents, Workflows and an MCP server are available from the first seat with no tier gate.
Go in clear-eyed on the trade. Full custom objects start on Pro, paid plans are billed annually only, and there is no built-in calling or heavy native marketing depth. If you want to shape your own CRM and automate it from day one, that is exactly the deal you are buying.
Choose HubSpot if…
Pick HubSpot if you want one connected platform to grow into
You are an SMB or mid-market team, and you want accessible, connected marketing, sales and service tooling on one record, with a real free entry point and the breadth to scale for years. HubSpot is the default pick for a reason: guided onboarding gets you productive fast, the App Marketplace carries 2,000-plus integrations, and Enterprise handles up to 5 million records. It is the easiest way to get a whole go-to-market motion running in one system.
Know where the costs land. The free CRM caps at 2 users, the price climbs steeply at Professional and Enterprise once you add seats and hubs, AI features are metered by HubSpot Credits, and custom objects are locked to Enterprise alone. If breadth and ease are what you are buying, that is a fair trade. HubSpot pays us a referral commission, which we disclose, and it earned its place here on ease and ecosystem, not on that commission.
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