# Attio vs HubSpot: which is right for your business?

Choose Attio for a flexible CRM you shape around your own data. Choose HubSpot for marketing, sales and service tools together.

Updated 11 November 2026. Every fact is linked to Attio's or HubSpot's own site, with the date we checked it

## How do Attio and HubSpot compare, side by side?

Attio: AI-native CRM 'for agentic revenue': a customizable data model with workflows, sequences and AI agents that Attio says build pipeline, advance deals and grow accounts 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 matters | Attio | HubSpot |
| --- | --- | --- |
| Free plan | Yes. Free for up to 3 users: Ask Attio, automatic enrichment, workflows and email and calendar sync, with 50,000 records, 3 objects, 50 GB file storage, 200 emails sent per user a month, 3 reports, 100 Ask Attio credits per user and 250 workspace credits a month. AI agents, API and webhooks and the MCP server are included.[1] | Yes. 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 | $40 per month, includes 1 user, billed annually (Save 20%), or $50 billed monthly; each added user $35 a month billed annually or $44 billed monthly[3] | $7 per seat per month, Pay Annually (new-customer price; list price $20/mo/seat shown struck through); $10 billed monthly[4] |
| Professional plan | $100 per month, includes 1 user, billed annually (Save 20%), or $125 billed monthly; marked most popular; each added user $79 a month billed annually or $99 billed monthly[5] | $45 per seat per month, Pay Annually; $50 billed monthly[6] |
| What the professional plan adds | No user limit, 12 objects (then $500 a month each, $400 billed annually), 1,000,000 records; 1,000 Ask Attio credits per user and 10,000 workspace credits a month; Custom objects and relationships, call intelligence, sequences, team and user permissions, advanced reporting (100 reports), product usage tracking, data rules; 2 email and calendar accounts per user, unlimited emails, priority support, payment by invoice; SSO, SCIM and audit logs through the Governance add-on[7] | 3,000 HubSpot Credits; Starter CRM features plus Agent Hub, Teams, custom reporting, calculated properties, duplicate management; Pay Monthly option is 'commit annually'[8] |
| Custom objects | Custom data model: custom objects and relationships, formula attributes and record templates from Pro; objects per workspace 3 on Free, 5 on Plus, 12 on Pro (more for $500 a month each, $400 billed annually) and unlimited on Ultra.[9] | Smart CRM Enterprise adds custom objects, standard sandbox account, field-level permissions and sensitive data controls.[10] |
| Email and calendar | Email and calendar sync (1 account per user on Free and Plus, 2 on Pro, 3+ on Ultra) with communication intelligence such as interactions and connection strength.[11] | Free CRM also lists ticketing, payment links, shared inbox, chatbot builder, user management and a mobile app (iOS, Android).[12] |
| How AI is metered | AI allowance is metered in credits: Ask Attio credits 100 / 500 / 1,000 / 2,500 per user per month and workspace credits 250 / 1,500 / 10,000 / 20,000 (Free / Plus / Pro / Ultra); paid plans can buy extra workspace credits in packs.[13] | Sales 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 agents | Custom Agents run a plain-language prompt on every record; you choose the model (Claude, GPT or Gemini) and the context and tools it can use.[15] | Agent Hub: marketing agents (campaign, content, nurture), Prospecting agent, Customer agent and Data agent, managed in one place and built on CRM data.[16] |
| Integrations | Apps directory lists integrations by category, from analytics, automations and billing to calling and enrichment, with Typeform, Zapier, Slack, Aircall and Mailchimp featured.[17] | Free 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 MCP | Hosted MCP server at https://mcp.attio.com/mcp with OAuth; install from the Claude connector directory or ChatGPT apps. The pricing page says every plan includes it; Ultra adds SQL access through MCP.[19] | Two 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, with custom objects from Pro.
- 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 users. Plus is $40 a month billed yearly ($50 monthly) for the first user and $35 ($44 monthly) for each one after, for up to 10 users; Pro is $100 billed yearly ($125 monthly) for the first user and $79 ($99 monthly) for each one after, with no user limit. 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 Ask Attio credits (100 a user on Free up to 2,500 on Ultra) and workspace credits (250 up to 20,000 on Ultra), 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 $50 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 $40 a month billed yearly for the first user and $35 for each one after, 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 $100 a month billed yearly for the first user and $79 for each one after, 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 users 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 and relationships from Pro, which allows 12 objects (more cost extra), with unlimited objects on Ultra; Plus allows five objects. 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 Ask Attio credits (100 to 2,500 per user a month by plan) and workspace credits (250 to 20,000), 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.

## Related

- [Mojobase vs Attio](https://mojobase.ai/compare/mojobase-vs-attio)
- [Mojobase vs HubSpot](https://mojobase.ai/compare/mojobase-vs-hubspot)
- [The best HubSpot alternatives for your business (2026)](https://mojobase.ai/alternatives/hubspot)
- [CRM](https://mojobase.ai/crm)
- [Mojobase and Gmail](https://mojobase.ai/integrations/gmail)
- [Never forget a follow-up](https://mojobase.ai/use-cases/follow-up-emails)
- [HubSpot vs Pipedrive: which is right for your business?](https://mojobase.ai/learn/software-comparisons/hubspot-vs-pipedrive)
- [The best Attio alternatives for your business (2026)](https://mojobase.ai/alternatives/attio)

## Sources

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

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Source: https://mojobase.ai/learn/software-comparisons/attio-vs-hubspot · Updated 11 November 2026