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Comparison

Attio vs HubSpot: which is right for a small business?

Attio suits startups that want an AI-native, flexible CRM they shape around their own data: free for three seats with AI and MCP included, Plus at $35 a user billed yearly. HubSpot suits small teams that want marketing, sales and service tools together: free for two users, and Starter at $7 a seat for new customers billed yearly.

Updated . Every fact is linked to Attio's or HubSpot's own site, with the date we checked it

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How do Attio and HubSpot compare, side by side?

Attio: AI-native CRM: a customizable data model with workflows, sequences and AI agents that Attio says build pipeline and advance deals around the clock. HubSpot: Customer platform built on a free CRM, with paid Starter, Professional and Enterprise tiers of Smart CRM and the Sales, Service, Marketing, Content, Data and Revenue Hubs.

What mattersAttioHubSpot
Free planYes. Free: up to 3 seats, up to 3 objects, 50,000 records, 50 GB storage, 200 emails/month, 3 reports, 100 AI credits per user plus 250 per workspace each month. Ask Attio, AI agents, workflows, API/webhooks and MCP server are marked Yes on Free.1Yes. Free Tools: free for up to 2 users, no credit card required. Includes free Marketing, Sales, Service, Content, Data and Revenue tools. Free CRM page says it has no expiration date.2
Entry paid plan$35 per user per month, billed annually (Save 20%); $44 billed monthly3$7 per seat per month, Pay Annually (new-customer price; list price $20/mo/seat shown struck through); $10 billed monthly4
Professional plan$79 per user per month, billed annually (Save 20%); marked popular; $99 billed monthly5$45 per seat per month, Pay Annually; $50 billed monthly6
What the professional plan addsUnlimited seats, up to 12 objects, 1,000,000 records; 1,000 seat credits per user/month and 10,000 workspace credits/month; Call Intelligence, sequences, custom objects, formula attributes, permission controls, advanced reporting (up to 100 reports); 2 email/calendar accounts per user, unlimited emails, priority support, payment by invoice73,000 HubSpot Credits; Starter CRM features plus Agent Hub, Teams, custom reporting, calculated properties, duplicate management; Pay Monthly option is 'commit annually'8
Custom objectsCustom data model: custom objects (Plus up to 5, Pro up to 12, Enterprise unlimited), custom attributes, record and entry templates.9Smart CRM Enterprise adds custom objects, standard sandbox account, field-level permissions and sensitive data controls.10
Email and calendarEmail and calendar sync (1 account per user on Free/Plus, 2 on Pro, 3+ on Enterprise) with communication intelligence such as first/last interaction and connection strength.11Free CRM also lists ticketing, payment links, shared inbox, chatbot builder, user management and a mobile app (iOS, Android).12
How AI is meteredAI allowance is metered in credits: seat credits 100 / 500 / 1,000 / 2,500 per user per month and workspace credits 250 / 1,500 / 10,000 / custom (Free / Plus / Pro / Enterprise); extra workspace credits are sold in packs.13Sales Hub Starter lists Agent Hub, Agent Builder, Prospecting agent, Notetaker, Calling, Task queues and Intent signals; credits included per tier: 500 (Starter), 3,000 (Professional), 5,000 (Enterprise).14
AI agentsCustom Agents run a plain-language prompt on every record; you choose the model (Claude, GPT or Gemini). Web Agent researches the web.15Agent Hub: marketing agents (campaign, content, nurture), Prospecting agent, Customer agent and Data agent, managed in one place and built on CRM data.16
IntegrationsApps directory states 'Connect Attio with 2,200+ apps and automate your workflows'.17Free CRM connects to over 2,000 business apps through third-party and HubSpot-built integrations; two-way data sync with popular apps.18
AI agents over MCPHosted MCP server at https://mcp.attio.com/mcp with OAuth; install from the Claude connector directory or ChatGPT apps. Plan table marks MCP server Yes on Free, Plus, Pro and Enterprise.19Two MCP servers: a remote HubSpot MCP server that lets MCP-compatible AI clients read CRM data (contacts, companies, deals), and a local developer MCP server (CLI) for the Developer Platform. Both require the latest Developer Platform version.20

Prices are in US dollars a month, before tax, as each company lists them.

Which should you choose, Attio or HubSpot?

Choose Attio if

  • You want to design your own objects and fields, from deals to investors to partners, on a paid plan from Plus.
  • You want AI agents, workflows, the API and an MCP server on the free plan.
  • You want to choose the model your AI agents use.
  • You sell to other businesses and want relationship data such as connection strength from your email.

Choose HubSpot if

  • You need marketing tools, landing pages and a help desk next to the CRM.
  • You want the lowest paid entry price while HubSpot's new-customer offer runs.
  • You want a free CRM with ticketing, a shared inbox and payment links.
  • You want a help desk with an AI customer agent from the same vendor, through Service Hub.

How do Attio and HubSpot differ in approach?

Attio is a CRM you model yourself, and HubSpot is a customer platform with the model already set. Attio calls itself an AI-native CRM: you define objects and attributes for whatever you track, it syncs email and calendar to show first and last interaction and connection strength, enriches companies and people, and runs workflows, sequences and AI agents on top.

HubSpot gives you contacts, companies, deals and tickets out of the box, and builds marketing, sales, service, content, data and revenue hubs around them. It asks less design work from a small team, and reaches further into marketing and support than Attio does.

How much do Attio and HubSpot cost?

HubSpot is cheaper to start, and the two converge at the professional level. Attio Free covers up to three seats; Plus is $35 a user a month billed yearly or $44 monthly, for up to 10 seats; Pro is $79 billed yearly or $99 monthly, with unlimited seats. HubSpot's free tools cover two users; the Starter Customer Platform is $7 a seat billed yearly for new customers against a $20 list price; Smart CRM Professional is $45 billed yearly and Sales Hub Professional $90, the latter with a required $1,500 onboarding fee.

Attio's plan limits matter for a growing team: Plus allows five objects and 250,000 records, and sequences and Call Intelligence arrive on Pro. HubSpot's limits show up instead as which hub and tier you need for each feature.

How does the AI compare?

Attio gives more AI on its free plan and lets you pick the model. Ask Attio and AI agents are on every plan, and Custom Agents run a plain-language prompt on every record using Claude, GPT or Gemini, with a Web Agent for research. AI runs on seat credits (100 a user on Free up to 2,500 on Enterprise) and workspace credits (250 up to 10,000 on Pro), so check what your agents' actions cost in credits before relying on heavy use.

HubSpot's free CRM includes the Breeze Assistant for company research, call prep and record summaries. Starter adds Agent Hub, Agent Builder, a prospecting agent, a notetaker and calling, and HubSpot meters AI in credits with spending limits that admins set per feature.

Which connects better to AI tools?

Attio's MCP server is the more complete for a small team. It's hosted, signs in with OAuth, installs from Claude's connector directory or ChatGPT's apps on every plan, auto-approves reads and asks before writes, and covers records, notes, tasks, meetings, emails, lists, comments, reporting and SQL. HubSpot's remote MCP server lets AI clients read CRM contacts, companies and deals, and needs the latest version of its Developer Platform.

Where does Mojobase fit?

Mojobase is a third option for teams that want the relationship data Attio pulls from email, without running a CRM at all, and it's built for 1 to 25 people, and it works well for teams up to 100. Customers is filled in from the mail and meetings you already have, shows invoices and Stripe plans beside each person, and the AI drafts the reply to whoever is waiting. It has no custom objects, sequences, pipelines or marketing tools, so teams that sell through a process are better served by Attio or HubSpot. It costs $39 a month for the first person and $25 for each after, with every app and the AI included.

Questions people ask

Is Attio more expensive than HubSpot?

At entry level, yes: Attio Plus is $35 a user a month billed yearly, against $7 a seat for HubSpot's Starter Customer Platform for new customers ($20 list). At the professional level they're closer: Attio Pro is $79 billed yearly, and HubSpot Sales Hub Professional is $90 plus a one-time $1,500 onboarding fee.

Which free plan is better?

Attio's free plan covers three seats with 50,000 records, three objects, AI credits, AI agents, workflows and an MCP server. HubSpot's free tools cover two users with no expiry, and add marketing, service and content tools alongside the CRM, including ticketing and a shared inbox.

Can I build custom objects in Attio and HubSpot?

Attio includes custom objects from Plus (up to 5) and Pro (up to 12), with unlimited objects on Enterprise. In HubSpot, custom objects come with Smart CRM Enterprise, along with a sandbox and field-level permissions.

How do Attio and HubSpot charge for AI?

Both meter AI in credits. Attio gives seat credits (100 to 2,500 per user a month by plan) and workspace credits (250 to 10,000), with extra workspace credits sold in packs. HubSpot includes 500 credits on Starter, 3,000 on Professional and 5,000 on Enterprise, with packs or pay as you go beyond that.

Do Attio and HubSpot work with Claude and ChatGPT?

Yes. Attio's hosted MCP server installs from Claude's connector directory or ChatGPT's apps on every plan, with reads auto-approved and writes asking for confirmation. HubSpot's remote MCP server lets AI clients read contacts, companies and deals.

Sources

  1. Attio: Free plan. attio.com/pricing, checked 7 Nov 2026.
  2. HubSpot: Free plan. hubspot.com/pricing/suite, checked 7 Nov 2026.
  3. Attio: Plus. attio.com/pricing, checked 7 Nov 2026.
  4. HubSpot: Starter Customer Platform. hubspot.com/pricing/suite, checked 7 Nov 2026.
  5. Attio: Pro. attio.com/pricing, checked 7 Nov 2026.
  6. HubSpot: Smart CRM Professional. hubspot.com/pricing/smart-crm, checked 7 Nov 2026.
  7. Attio: Pro includes. attio.com/pricing, checked 7 Nov 2026.
  8. HubSpot: Smart CRM Professional includes. hubspot.com/pricing/smart-crm, checked 7 Nov 2026.
  9. Attio: Feature. attio.com/pricing, checked 7 Nov 2026.
  10. HubSpot: Feature. hubspot.com/pricing/smart-crm, checked 7 Nov 2026.
  11. Attio: Feature. attio.com/pricing, checked 7 Nov 2026.
  12. HubSpot: Feature. hubspot.com/products/crm, checked 7 Nov 2026.
  13. Attio: AI. attio.com/pricing, checked 7 Nov 2026.
  14. HubSpot: AI. hubspot.com/pricing/sales, checked 7 Nov 2026.
  15. Attio: AI. attio.com/platform/custom-agents, checked 7 Nov 2026.
  16. HubSpot: AI. hubspot.com/products/artificial-intelligence, checked 7 Nov 2026.
  17. Attio: Integrations. attio.com/apps, checked 7 Nov 2026.
  18. HubSpot: Integrations. hubspot.com/products/crm, checked 7 Nov 2026.
  19. Attio: Agents and MCP. mcp.attio.com/, checked 7 Nov 2026.
  20. HubSpot: Agents and MCP. developers.hubspot.com/ai-tools/mcp, checked 7 Nov 2026.
  21. HubSpot: Sales Hub Professional. hubspot.com/pricing/sales, checked 7 Nov 2026.
  22. HubSpot: Required one-time onboarding fee on Sales Hub and Service Hub. hubspot.com/pricing/sales, checked 7 Nov 2026.

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