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Marketing Automation

HubSpot vs Klaviyo: Which Marketing Platform Fits Your Business in 2026?

HubSpot is a full CRM-and-marketing platform priced per seat; Klaviyo is the e-commerce email and SMS specialist, priced by active profile count. Here is what each actually costs and who it is built for.

By Bill Belcamino · Last updated September 23, 2026 · Our methodologyResearched and fact-checked by the HelpCompare team
HubSpot logoStarter — $20/seat/mo standing price ($7/seat/mo new-customer promo, limited time)

HubSpot

VS
Klaviyo logoEmail — From $20/mo (500 active profiles)

Klaviyo

Run the cost calculator Compare pricing tiers
HubSpot vs KlaviyoVerified Sep 23, 2026
Bill Belcamino
Bottom line up frontby Bill Belcamino, founder of HelpCompare
Editorial assessment

Bottom line up front: Should a small business pick HubSpot or Klaviyo when both start around $10 a month?

Pick by what grows faster in your business: HubSpot fits a team running a sales pipeline, Klaviyo fits an online store, and the entry prices are close: HubSpot Starter is $10/seat billed monthly ($7 annual) and Klaviyo starts at $20/mo.

HubSpot Starter is $7 per seat a month on annual billing, or $10 billed monthly, against a struck-through $20 list price, while Klaviyo's $20/mo covers up to 500 active profiles, and it counts anyone reachable in your account, whether they open or not. That billing unit is where store owners get surprised. Every popup signup and one-time buyer becomes a profile you pay for, and the ones who never open also drag down the engagement signals mailbox providers use to decide whether you reach the inbox. So set a suppression rule from the start: one last win-back email to people who haven't opened or bought in a few months, then suppress whoever stays quiet.

My read of the verified data on this page, checked against vendor sources on September 23, 2026. Disagree or spot an error? Tell Bill

Heads up: HubSpot is currently running a limited-time, new-customers-only promo pricing Marketing Hub Starter at $7/seat/mo instead of its $20/seat/mo standing price. The figures on this page use the $20 standing price, since promotions expire; check hubspot.com/pricing for the current offer.

Verified data

HubSpot vs Klaviyo: quick facts

At a glanceHubSpotKlaviyo
CategoryMarketing Automation
Entry priceStarter — $20/seat/mo standing price ($7/seat/mo new-customer promo, limited time)Email — From $20/mo (500 active profiles)
Free planFree — 2 users, 2,000 branded email sends/mo, landing pages, forms, live chatFree — up to 250 active profiles, 500 emails/mo, $5 of mobile-message credit/mo

Is HubSpot cheaper than Klaviyo?

It depends on what scales in your business. A 1-seat HubSpot account and a sub-500-profile Klaviyo account cost the same $20/mo. Add a second HubSpot seat and the price doubles to $40; Klaviyo’s price does not move until your active-profile count crosses 500. Conversely, a fast-growing e-commerce list can push Klaviyo’s price up quickly while a lean HubSpot team stays flat.

Verified data

HubSpot vs Klaviyo at a glance

CategoryHubSpotKlaviyo
Entry price (standing)Starter $20/seat/moEmail $20/mo flat (up to 500 active profiles)
Free plan2 users, 2,000 branded sends/mo250 active profiles, 500 emails/mo
Pricing basisPer seatPer active-profile tier, account-wide
CRM includedYes, full CRM shared across HubsNone — event/profile data only
Built forGeneral business marketing plus CRME-commerce, especially Shopify-native stores
Revenue attributionNot a core featureBuilt into every flow and send
Automation depthWorkflow builder across marketing, sales, servicePurchase/browse-triggered flows

Verified September 23, 2026Prices recorded from each vendor’s own pricing page. See sources

Prices in USD from hubspot.com/pricing/marketing and klaviyo.com/pricing, both checked September 23, 2026.

Editorial assessment

How they actually differ

Both send automated marketing emails, but they solve different problems: HubSpot is a CRM platform that happens to include marketing; Klaviyo is an e-commerce data platform that happens to send email and SMS.

What the price actually buys

HubSpot’s $20 buys a seat in a shared CRM: every contact, deal and support ticket lives in one record, visible across Marketing, Sales and Service Hubs. Klaviyo’s $20 buys headroom for up to 500 “active profiles” — a billing unit that counts anyone reachable in your account, not just people you have recently emailed — plus native sync with Shopify purchase and browsing data.

Who actually needs which

A services or B2B business managing a sales pipeline alongside marketing is better served by HubSpot’s shared CRM. An online store wanting cart-abandonment flows, back-in-stock alerts and revenue-per-send reporting is better served by Klaviyo, which has no CRM ambitions at all.

Moving between them

Neither vendor’s pricing page surfaces a dedicated importer for the other. Contact and profile data moves by CSV export and import; store-event history (purchases, browsing) reconnects separately when a Shopify or e-commerce integration is set up.

Editorial assessment

Pros & cons

HubSpot

Pros

  • Full CRM shared across marketing, sales and service
  • Deeper general-purpose workflow automation
  • Free plan covers more (2,000 branded sends/mo)
  • One system of record for every customer touchpoint

Cons

  • Price rises with headcount, not list size
  • No native e-commerce event sync or revenue attribution
  • AI features are credit/outcome-based, adding cost at scale
  • Professional tier jumps sharply to $800/mo

Klaviyo

Pros

  • Native Shopify purchase and browsing event sync
  • Revenue attribution built into every flow and send
  • Genuine free plan up to 250 active profiles
  • Not seat-limited — pay for profile volume, not headcount

Cons

  • No CRM or sales-pipeline features
  • Bills on active profiles, which can inflate cost as your list grows
  • Not built for general business marketing outside e-commerce
  • No named migration service on its pricing page
Verified data

Cost calculator: what does your team actually pay?

HubSpot

 
$0/mo

Klaviyo

 
$0/mo
 

HubSpot’s price scales with the number entered above. Klaviyo, Mailchimp and ActiveCampaign prices shown are each vendor’s flat entry-tier rate and do not scale with the number above; Keap’s $299 includes 2 users, then adds $39/mo per extra user; HubSpot scales per seat. Checked September 23, 2026.

Choose HubSpot if…

You want a shared CRM across marketing, sales and service, or you are not running e-commerce-specific flows.

Choose Klaviyo if…

You run an e-commerce store, especially on Shopify, and want native purchase-event sync and revenue attribution.

Total cost over time

Uses your selections above. Estimate excludes add-ons, overages, and negotiated discounts.

Ready to pick your marketing platform?

Both publish a free plan. Build one real campaign or flow in each before you commit a list and a team to one.

See HubSpot pricing See Klaviyo pricing
Verified data

HubSpot vs Klaviyo: security, offline & remote work

How HubSpot and Klaviyo compare on compliance reports, sign-in controls, offline access and the setup details that matter for remote, hybrid and in-office teams. Every value links to the vendor page it came from.

What we checkedHubSpotKlaviyo
Security & compliance
SOC 2 reportSOC 2 Type IIsourceSOC 2 Type IIsource
ISO/IEC 27001Not publishedCertifiedsource
Other certificationsSOC 1 Type II, SOC 3, HIPAA attestation, EU Cloud Code of Conduct, TRUSTe Certified PrivacysourceISO/IEC 27017, PCI DSSsource
HIPAA (BAA)BAA availableEnterprisesourceNot supportedsource
GDPR data processing agreementDPA offeredsourceDPA offeredsource
Single sign-on (SAML/OIDC)YesProfessionalsourceYesPaid planssource
SCIM user provisioningYesProfessionalsourceYesPaid planssource
Two-factor authenticationYesEnforcement: Free (optional to require); mandatory on Starter, Professional, EnterprisesourceYesEnforcement: Mandatory on all paid plans; Owner can require it on free accountssource
Admin audit logYesStartersourceYessource
Data residency choicesUS, EU, Canada, AustraliaStartersourceUS onlysource
EncryptionAES-256 at rest; TLS 1.2 or 1.3 in transitsourceEncrypted at rest and in transit ('strong encryption'; algorithm not stated)source
Self-hosting optionNot publishedNot published
Offline access
Offline modePartialCRM records cannot be created, edited, or viewed in the mobile app without a connection; only Mobile Notetaker can record meetings offline and link them to CRM records once back online.sourceNot documented
Desktop appsBrowser onlysourceNot published
Mobile appsiOS, AndroidsourceNot published
Offline limitsOffline meeting recording (Mobile Notetaker) is available on Sales Hub or Service Hub Professional and EnterpriseSales Hub / Service Hub Professionalsource—
Remote, hybrid & in-office
IP allowlistingYesStartersourceNot published
Device & session controlsYesAll plansAdmin-set inactive session timeout (15 minutes to 3 days); users can review and remotely log out their own sessions on other devices.sourceNot published
Editorial assessment

What this means for your team

  • Audit reports: both publish a SOC 2 report, and Klaviyo also holds ISO/IEC 27001. Ask each vendor for the report under NDA before you sign; security reviews usually want the latest one.
  • Single sign-on: HubSpot includes it on Professional; Klaviyo includes it on Paid plans. If your team signs in through Okta, Microsoft Entra ID or Google, price the HubSpot plan that includes SSO, not its entry plan; Klaviyo includes it on the entry plan.
  • Health data: HubSpot will sign a HIPAA business associate agreement (HubSpot: Enterprise). We found no BAA offer for Klaviyo, so keep protected health information out of it.
  • Working offline: HubSpot works offline only in part; Klaviyo doesn’t document an offline mode. Details are in the Offline mode row above.
  • Office-only access: HubSpot can restrict sign-ins to approved IP ranges on Starter. That suits an office network or a company VPN; fully remote teams need a VPN for it to work.
  • Where your data lives: HubSpot lets you choose US, EU, Canada, Australia on Starter. This matters for teams hiring across the EU, UK or Australia.

HubSpot: worth knowing

  • RemoteHubSpot's trusted-IP login restriction also applies to the mobile app, so reps logging in from outside the allowed range on a phone are blocked. source
  • SecurityEach HubSpot account is hosted in one data center (US, EU, Canada or Australia); paid accounts can migrate to another region. source
  • RemoteUsers can see every device, browser and app where they are signed in and log out of lost devices remotely. source

Klaviyo: worth knowing

  • SecurityAll Klaviyo customer data is stored in AWS us-east-1 in Northern Virginia. source
  • RemoteKlaviyo staff in Australia, Ireland, Singapore and the UK may access (but not store) customer data to provide support across regions. source
  • SecurityWhen SSO is enforced for all users, new users must accept the invite and log in via SSO; an exemption list lets chosen users bypass SSO. source
  • SecurityThe activity log is visible only to Account Owners, Admins and users with Account Settings permissions. source

Checked September 19, 2026 against each vendor’s own trust center, help docs and app pages. Hover or tap “source” to see the exact wording we relied on. “Not published” means we could not find the vendor saying it on its own site; it doesn’t mean the feature is missing. Plan names are the lowest plan the vendor says includes the feature. Security · Offline · Remote vs office · Download the data

Frequently Asked Questions

Is HubSpot cheaper than Klaviyo?

At the entry tier they are the same standing price — $20/mo — but HubSpot bills per seat while Klaviyo bills by active-profile count, so the cheaper one depends on whether your team or your list is larger.

Does HubSpot include e-commerce revenue attribution?

Not as a core feature the way Klaviyo does. Klaviyo attributes revenue to every flow and send natively; HubSpot is built as a general CRM-and-marketing platform instead.

What counts as an “active profile” on Klaviyo?

Anyone reachable in your account, whether or not they have opened a recent email — this can push your bill higher than a simple contact count as your list grows.

Why does HubSpot show two prices for Starter?

HubSpot’s pricing page shows a struck-through $20/seat/mo standing price next to a promotional $7/seat/mo rate marked “new customers only” and time-limited.

Migration Guides

Already decided? Here’s how to actually switch.

Step-by-step migration guides covering what transfers automatically, what doesn’t, and how to handle the gap — in both directions.

Switching from HubSpot to Klaviyo Switching from Klaviyo to HubSpot
Editorial assessment

When to Buy — and When to Walk Away

Every “best marketing platform” listicle tells you why to buy. Here’s the other half: the specific conditions under which HubSpot or Klaviyo is the wrong purchase for your team.

HubSpot

Buy HubSpot if:

  • You want a shared CRM across marketing, sales and service
  • Your team is the main cost driver, not your list size
  • You are not running e-commerce-specific automation

Do NOT buy HubSpot if:

  • You run an online store and want native revenue attribution
  • Your contact list grows faster than your headcount
  • You want a genuinely free plan for a larger list

Klaviyo

Buy Klaviyo if:

  • You run an e-commerce store, especially on Shopify
  • You want native purchase and browsing event sync
  • Your list size is the main cost driver, not your team

Do NOT buy Klaviyo if:

  • You want a CRM or sales-pipeline layer built in
  • Your business is not e-commerce
  • Your team is large but your list is small

Canonical data for the tools on this page

Every pricing fact, rating, AI billing model and switching guide we hold on each tool, on one page, with the date each figure was last verified.

HubSpotPricing, free plan, AI cost & every comparison›KlaviyoPricing, free plan, AI cost & every comparison›
Attio vs HubSpotHead-to-head comparisonActiveCampaign vs HubSpotHead-to-head comparisonActiveCampaign vs KlaviyoHead-to-head comparisonGoHighLevel vs HubSpotHead-to-head comparisonHubSpot vs KeapHead-to-head comparisonHubSpot vs MailchimpHead-to-head comparison

Sources

Prices on this page were recorded from each vendor’s own pricing page on the date shown at the top of the page. Vendors change pricing often — check the live source before you buy.

Every figure is also in our open dataset (JSON and CSV, CC BY 4.0), with its source page and verification date. See how we research pricing.

Cite this page: HelpCompare, “HubSpot vs Klaviyo”, helpcompare.com/hubspot-vs-klaviyo/ (updated ).

Source links on this site are checked every month; last check . How sources are checked.

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01 · CompareWhich tool fits your team, side by side.133 comparisons 02 · Price & approveSourced, dated pricing and a one-page brief for sign-off.Decision brief 03 · SwitchWhat moves, what you rebuild, what it costs.264 guides 04 · ShareDownload and cite the data. CC BY 4.0.Open data
Bill Belcamino, founder of HelpCompare
About the author

Bill Belcamino

Founder and author, HelpCompare

Engineer by training, operator by experience, marketer by choice. Bill spent eight and a half years as an engineer at HP, was COO of Auctiva (the number one third-party selling platform on eBay, past 200,000 users) and ran Google’s $70M/year search syndication partnership at Alot.com. Then he spent 13 years building his own web properties with his own money at stake. He has bought, trialled, integrated and cancelled more SaaS tools than he can count, and started HelpCompare because the real cost of switching tools is the part nobody covers.

“I’ve sat on both sides of the table: the agency recommending the tool and the client paying for it.”

Researched and fact-checked by the HelpCompare team. Pricing on this page was last verified on September 23, 2026. No paid sponsorships, no affiliate commissions.

Read Bill’s story How we verify pricingSpot an error? Tell Bill