AttioFreemium
An AI-native CRM built around data model flexibility, with call intelligence and agents on the higher tiers.
CRM comparison
Attio vs HubSpot
Pricing, pros, cons, and ideal use cases — side by side.
HubSpotFreemium
Full-featured CRM with strong marketing automation — popular with B2B and professional services.
At a glance
| Attio | HubSpot | |
|---|---|---|
| Pricing | FreemiumFree $0. Plus $44/user/mo ($35 annual). Pro $99/user/mo ($79 annual). Enterprise custom, annual only. Call intelligence, AI agents, and sequences require Pro or above. | FreemiumFree CRM forever. Paid Marketing Hub starts at $800/month (Starter $45/month). |
| Category | CRM | CRM |
| Ideal for | B2B startups and scale-upsAgencies managing client relationshipsInvestors and dealflow teamsTeams outgrowing spreadsheets but not wanting HubSpot | Law FirmsAccountantsRecruitersInsuranceAgencies |
Pros & cons
Attio
Pros
- Highly flexible data model — shape it to your business
- Automatic contact and email sync with enrichment included on every tier
- Ask Attio AI search available even on free
- Real free tier makes evaluation cheap
Cons
- The AI features that justify the switch are Pro-tier at $99/user/mo
- Smaller integration ecosystem than HubSpot or Salesforce
- Flexibility means you have to design the data model yourself
- Enterprise tier is annual-commitment only
HubSpot
Pros
- Excellent free CRM
- Strong email automation
- Great reporting
Cons
- Paid tiers are expensive
- Overkill for very small businesses
Which should you choose?
Attio is built around b2b startups and scale-ups; HubSpot leans more toward law firms. Shortlist the one whose strengths line up with your biggest constraint.