HubSpot vs Attio: Which CRM Should You Use in 2026?

A practical comparison of HubSpot and Attio for small teams choosing a CRM — pricing, features, data model, and migration steps.

Updated 2026-09 · 2026

HubSpot

All-in-one CRM, marketing, and sales platform

Free (Starter from $20/mo/seat)seat/month

Strengths

+Generous free CRM tier with contacts, deals, and email tracking
+Deep marketing, forms, and email automation built in
+Huge app marketplace and integration ecosystem

Weaknesses

-Costs scale fast once you need workflows, sequences, or multiple hubs
-Contact-tier pricing punishes list growth
-Interface feels heavy for pure sales-relationship tracking

Best for

Teams that want marketing, sales, and support in one platform and don't mind paying for it as they scale.

Attio

Flexible, fully customizable CRM built around relationships

Free (Plus from $29/mo/seat)seat/month

Strengths

+Fully customizable objects and data model, no rigid CRM schema
+Fast, modern UI with real-time collaboration
+Powerful filtering, views, and automations out of the box

Weaknesses

-No built-in marketing automation or landing pages
-Smaller app ecosystem than HubSpot
-Fewer prebuilt reporting templates

Best for

Startups and small teams that want a flexible, relationship-first CRM without HubSpot's marketing bloat.

Feature Comparison

Feature	HubSpot	Attio
Free plan	Yes, unlimited users, capped features	Yes, up to 3 seats
Entry paid tier	$20/mo/seat (Starter)	$29/mo/seat (Plus)
Custom objects	Limited, Enterprise only	Included on all paid plans
Marketing automation	Built-in (Marketing Hub)	Not included, needs third-party tool
Email/calendar sync	Included, limited on free tier	Included on free and paid tiers
Workflow automation	Paid tiers only, add-on Operations Hub	Included from Plus tier
Reporting/dashboards	Extensive, paid tiers	Basic on lower tiers, more on Pro
API access	Yes, rate-limited by tier	Yes, generous on all tiers
Integration marketplace	1,500+ apps	Growing, ~100 native integrations
Pricing model	Per seat + contact tiers	Per seat, no contact limits

The Verdict

HubSpot wins if you actually need marketing automation, landing pages, and email campaigns alongside your CRM — but you'll pay for that breadth even if you only use a fraction of it. Attio is the better pick for teams that just want a fast, flexible relationship database without HubSpot's contact-tier pricing creep. If your team is under 10 people and mostly doing sales/relationship tracking, Attio is cheaper and less bloated long-term.

How to switch from HubSpot to Attio

1Export your HubSpot data: go to Settings > Data Management > Export, and export Contacts, Companies, Deals, and Notes as separate CSV files.
2Clean up the CSVs — remove HubSpot-specific fields (lifecycle stage, lead scores) that won't map to Attio, and standardize column headers.
3In Attio, use Settings > Import to upload each CSV, mapping columns to Attio's objects (People, Companies, Deals) and creating custom attributes as needed.
4Recreate your key automations in Attio's workflow builder, and reconnect email/calendar sync under Settings > Email & Calendar.
5Rebuild any Zapier or native integrations (Slack notifications, Gmail sync) that pointed to HubSpot so they point to Attio instead.
6Run both systems in parallel for 1-2 weeks, have the team log activity in Attio only, then archive the HubSpot account once data is confirmed accurate.

HubSpot vs Attio: common questions

How do I export my data from HubSpot before switching to Attio?+

Go to Settings > Data Management > Export in HubSpot and export contacts, companies, deals, and notes as CSV files (HubSpot lets you export per-object or as a bundled ZIP). Each object type exports separately, so plan to run 4-6 exports depending on what you use. Keep the raw CSVs since Attio's importer maps columns manually.

What features do I lose moving from HubSpot to Attio?+

You lose built-in marketing automation, landing pages, forms, and ad tracking — Attio has none of that natively. You'll need to pair Attio with a separate tool like Customer.io or Mailchimp if you still need email marketing. Reporting also becomes more basic unless you're on Attio's Pro tier.

Is Attio's free plan enough for a small sales team?+

Attio's free plan supports up to 3 seats and covers core CRM, filtering, and basic automations, which works for very early-stage teams. Once you need workflow automation or more than 3 users, you'll need the $29/mo/seat Plus plan. Compare that to HubSpot's free tier, which has no seat cap but throttles automation and reporting features hard.

Does Attio integrate with the tools I already use with HubSpot?+

Attio integrates natively with Gmail, Google Calendar, Outlook, Slack, and Zapier, which covers most day-to-day workflows. It doesn't have HubSpot's breadth of 1,500+ marketplace apps, so niche integrations (specific ad platforms, some marketing tools) may need Zapier or a custom API connection. Check Attio's integrations page for your specific stack before committing.

Will switching to Attio actually save money over time?+

For a 5-person sales team, Attio Plus runs about $145/mo total versus HubSpot Starter at roughly $100-150/mo depending on contact volume, but HubSpot costs jump sharply once you add Marketing Hub or exceed contact tiers. If you don't need marketing automation, Attio stays flat as your contact list grows since it doesn't price by contact volume, which is where HubSpot bills tend to balloon.