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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
Bottom line Editorial assessment

Which is better, HubSpot or Klaviyo?

Choose HubSpot if you want a shared CRM across marketing, sales and service; choose Klaviyo if you run an e-commerce store and want native purchase-event sync and revenue attribution. Both start at the same $20/mo standing price, but HubSpot bills per seat while Klaviyo bills by active-profile count.

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.

Quick verdict: At standing prices the entry tiers are numerically identical — $20 a month, HubSpot per seat and Klaviyo per account (up to 500 active profiles) — but the shape of the bill is completely different. HubSpot cost rises with headcount; Klaviyo cost rises with your profile list. HubSpot is a general CRM-and-marketing platform; Klaviyo is built specifically around Shopify-native purchase and browsing events, with revenue attributed to every send. Choose based on whether your bottleneck is team size or list size, and whether you sell online.
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

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›
ActiveCampaign vs KlaviyoHead-to-head comparisonHubSpot vs KeapHead-to-head comparisonHubSpot vs MailchimpHead-to-head comparisonKeap vs KlaviyoHead-to-head comparisonHubSpot vs Zoho CRMHead-to-head comparisonActiveCampaign vs HubSpotHead-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.

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01 · CompareWhich tool fits your team, side by side.113 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.226 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 nine 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.

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