Attio vs HubSpot

Attio vs HubSpot (2026): pricing, custom objects, and who should switch

Last updated 2 November 2026 · Nacho Lafuente, Attio Certified Expert

We build Attio workspaces for a living (15+ buildouts) and we move teams off HubSpot onto Attio. This page is the short version of what we say on the first call. The short answer. Attio is a sales CRM with a flexible data model. HubSpot is a customer platform with marketing, sales and service on one record set. If your growth runs on inbound marketing, forms, landing pages and a service desk, stay on HubSpot. If you mainly need a sales CRM and your data does not fit contact, company, deal, Attio is usually the better fit. Three corrections to what most comparison pages say, including older versions of ours. First, HubSpot's contact-based pricing applies to Marketing Hub marketing contacts, not to Sales Hub, which is billed per seat. Second, custom objects need Enterprise on HubSpot (up to 10 object definitions) and Pro or Enterprise on Attio (12 objects on Pro, People and Companies included). Third, Attio is no longer $29 per user. On 16 Oct 2026 Plus is $35 and Pro is $79 per user per month billed annually. Below: dated pricing for both, what Attio does not do, who should stay on HubSpot, and what we see when we move teams.

Attio vs HubSpot, side by side

The features that actually drive switching decisions, compared honestly.

FeatureAttioHubSpot
Entry price (16 Oct 2026) Free for 3 seats. Plus $35 per user per month annual, $44 monthlyFree tools for 2 seats. Sales Hub Starter $9 per seat annual, $15 monthly
Mid tier Pro $79 per user per month annual, $99 monthly. No onboarding feeSales Hub Professional $90 per seat annual, $100 monthly. $1,500 onboarding fee
Top tier Enterprise on quote. Unlimited objectsSales Hub Enterprise $150 per seat. $3,500 onboarding fee
Custom objects Pro and Enterprise. 12 objects on Pro including People and CompaniesEnterprise only. Up to 10 object definitions
What drives the bill Seats, plus credit packs for heavy AI and workflow useSeats per hub, plus Marketing Hub contact tiers and onboarding fees
Marketing automation, forms, landing pages None native. Use a separate toolNative (Marketing Hub, priced separately)
Service desk and ticketing None nativeNative (Service Hub)
Sequences On Pro per the pricing pageSales Hub Professional and above
Reporting Up to 15 reports on Plus, up to 100 on ProCustom reporting from Sales Hub Professional, attribution in Marketing Hub Enterprise
Time to move over (our projects) Data in 1 to 2 days, plus about a week for workflow setup. 2 to 3 weeks for a standard buildNot applicable (source system)
Best for Sales-led teams with a non-standard data modelInbound-led teams that want one platform

Why teams move from HubSpot to Attio

Custom objects without the Enterprise tier

HubSpot custom objects are in Sales Hub Enterprise at $150 per seat per month plus a $3,500 onboarding fee, with up to 10 object definitions (blog.hubspot.com and attio.com, 16 Oct 2026). Attio has them on Pro at $79 per user per month annual, with 12 objects in total including People and Companies. For 10 seats with custom objects that is $9,480 a year on Attio Pro against $18,000 plus $3,500 onboarding, $21,500 in year one, on HubSpot Enterprise. If you do not need custom objects, HubSpot Starter at $9 per seat is cheaper than Attio Plus at $35.

The bill grows with hubs, not just seats

Sales Hub is per seat, so a sales-only team does not pay for contact growth. The jumps come from adding Marketing Hub. Marketing Hub Professional is $800 a month annual with 2,000 marketing contacts and a $3,000 onboarding fee, and crossing 2,000 contacts moves you to the next tier at roughly $250 more a month (blog.hubspot.com, updated 14 Sep 2026). Teams that only use the CRM and sequences are paying for a hub they do not use.

Pipelines that are not contact, company, deal

Subscriptions, renewals, deliveries, funds, members. In Attio each can be its own object with bidirectional relationships, and email and calendar sync builds People and Companies automatically. Regreener moved from HubSpot to Attio with pipeline and activity history intact and the HubSpot bill eliminated.

Fewer things to administer

A team that does not use landing pages, forms or the service desk can find HubSpot heavy for what it uses. The trade is real. You give up the integrated marketing and service tools, and you rebuild workflows, sequences and forms because they do not export into Attio.

Other CRMs in this category

If neither Attio nor HubSpot is the right fit, here are the other options worth knowing.

Attio

Free for 3 seats

A sales CRM with a flexible data model, email and calendar sync that builds the contact graph, and workflows and AI on a credit system. It has no email marketing, landing pages or service desk.

Best for: Sales-led teams, funds, agencies and startups whose data does not fit contact, company, deal.

Pros

  • Custom objects from Pro, with relationship attributes
  • No onboarding fee
  • Email and calendar sync builds People and Companies automatically
  • API, webhooks and workflows

Cons

  • No native email marketing, landing pages, forms builder or ticketing
  • Custom objects need Pro or Enterprise. Pro allows 12 objects in total
  • Sequences are listed on Pro, not on Plus
  • Reports are capped by plan (up to 100 on Pro) and shallower than HubSpot for attribution and forecasting
  • Smaller native integration list than HubSpot. Zapier, n8n or the API cover the rest
  • AI and workflows run on credits, with paid packs for heavy use

HubSpot Sales Hub

From $9 per seat per month annual ($15 monthly)

Sales tools on the HubSpot platform, with the option to add Marketing and Service. Strongest when marketing and sales share one record set.

Best for: Inbound-led teams and organisations that want marketing, sales and service in one system.

Pros

  • Marketing, sales and service on one platform
  • Free tools for up to 2 seats
  • Over 2,000 apps on HubSpot pricing page

Cons

  • Custom objects are Enterprise only, capped at 10 object definitions
  • Onboarding fees on Professional and Enterprise
  • Cost rises with each hub added and with marketing contact tiers

Pipedrive

From $14 per seat per month annual

Pipeline-first CRM with a simple setup for teams with a straightforward deal flow.

Best for: Small sales teams with one pipeline and standard fields.

Pros

  • Quick to set up
  • Clear pipeline view
  • Sandbox on the Ultimate plan

Cons

  • Limited for non-standard data models
  • Marketing features are add-ons

Should you stay on HubSpot or move to Attio?

Stay on HubSpot if any of these is true: - Inbound marketing drives pipeline and you rely on forms, landing pages, email campaigns, lead scoring or attribution in HubSpot. - You run Service Hub for tickets or a knowledge base next to the CRM. - You use three or more hubs and the integrated record set is the point. - You depend on specific HubSpot marketplace integrations. HubSpot lists over 2,000 apps. Attio's native list is shorter. - The team is trained and productive, and the only reason to move is price. At small scale the licence gap is smaller than people expect. Move to Attio when none of that applies and at least one of these does:

  • You need custom objects and Sales Hub Enterprise would be the only way to get them in HubSpot
  • Your sales process and data model do not fit contact, company, deal, and you are bending HubSpot properties to fit
  • You use HubSpot only as a CRM and sequences, and pay for hubs and onboarding you never use
  • Your team is small enough to live within Pro limits (12 objects, 100 reports) and wants to change the schema themselves
  • You accept rebuilding workflows, sequences, forms and landing pages elsewhere, because they do not export into Attio

From the blog

All guides →
Attio

Affinity to Attio in two weeks

Two weeks after access to Affinity and Attio. Above 50,000 companies and 50,000 people, the same job runs over two months of API quota.

 AI

Firm memory should take pull requests

How we want an AI brain to work for a fund. Proposed changes, sources attached, and a person who merges them into firm truth.

 Attio

Attio CRM reports that actually matter

The 8 reports we configure in every Attio workspace and why most teams are tracking the wrong metrics.

FAQ

Sometimes. For 10 seats on 16 Oct 2026, Attio Pro costs $9,480 a year and HubSpot Sales Hub Professional costs $10,800 plus a $1,500 onboarding fee (attio.com/pricing and blog.hubspot.com/sales/hubspot-sales-hub-pricing). The gap is wider when you need custom objects, which sit on HubSpot Sales Hub Enterprise at $18,000 a year plus $3,500 onboarding for the same 10 seats. HubSpot Starter at $9 per seat is cheaper than Attio Plus at $35 if you do not need Attio's data model. Adding Marketing Hub changes the comparison: Professional is $800 a month plus $3,000 onboarding.

For a sales-led team with a non-standard data model, we think so. For an inbound-led team that runs marketing, sales and service in one system, no. HubSpot has native email marketing, landing pages, forms and a service desk. Attio does not. Attio gives you objects, relationships and views you can change yourself, and its pricing has no marketing contact tiers.

It can replace the CRM and sales side. It cannot replace marketing automation, landing pages, forms, attribution or the service desk. Teams that move usually pair Attio with a separate email tool and form builder. If you rely on Marketing Hub for pipeline generation, keep it, or plan the replacement tools before you migrate.

Export contacts, companies, deals and custom properties as CSV, design the Attio model first, then import companies, people and deals in that order and rebuild automations. Attio documents an import path for HubSpot CRM data. We run a dry run on a fresh workspace, dedup, validate counts, then cut over. In our projects the data load takes 1 to 2 days and workflow setup about a week. Add time for custom objects, multiple pipelines and large activity histories. More detail: /integrations/hubspot-migration/ and /blog/how-to-migrate-to-attio-data-migration-playbook/.

Workflows, sequences, forms, landing pages and other Marketing Hub assets do not export in a reusable format, so they are rebuilt (attio.com/f/hubspot-crm-alternatives, Jul 2026). Deal stage history and time-in-stage metrics are the other common loss, so export HubSpot's deal stage report separately if you need it. Contacts, companies, deals and custom properties move.

Yes, through Zapier, n8n, the Attio API or a sync tool, though we have not seen a native two-way sync that we would rely on. A common setup keeps HubSpot for marketing and forms and uses Attio as the sales CRM, with leads passed across on a defined trigger. Decide which system owns each field before you build it, or duplicates and overwrites follow.

Sequences are listed on the Pro plan on Attio's pricing page. Attio has no native bulk email marketing, landing pages or forms builder, so teams use tools such as Lemlist, Mailchimp or their website forms and write the data back to Attio through the API or n8n.

Stay if inbound marketing drives pipeline, if you use Service Hub, if you run several hubs, or if your team is trained and the only reason to move is price. Move if you need custom objects without Enterprise pricing, if you use HubSpot as a CRM only, or if your data model keeps fighting the standard objects. Migration work is scoped on a call.

Related guides

Other comparisons

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