Attio vs HubSpot: which CRM should you choose in 2026?
Attio is an AI-native CRM you model yourself; HubSpot is a ready-made suite with a free CRM. Prices, call recording, quotes and messaging compared.
Published 5 October 2026 · Prices and features from each vendor's own pages
Attio and HubSpot sit at two ends of the CRM market. Attio is one of the best-designed of the new AI-native CRMs: you define every object, attribute and workflow yourself. HubSpot is a polished all-in-one suite with a free CRM and marketing tools few rivals match.
Below, the two are compared on price, how much you build yourself, quoting, calls and AI, and messaging. Every figure comes from the vendors' own pricing and product pages; prices are per user a month, billed annually, unless we say otherwise.
Attio vs HubSpot at a glance
With PromptLab in the third column, so you can see where it fits.
| Checked on 30 September 2026 |  Attio |  HubSpot |  PromptLab |
|---|---|---|---|
| Pricing | |||
| Paid plans, a month | $35 – $79per seat | $7 – $150per seat | $11.99 – $99per seat |
| Number of plans | 4 | 4 | 3 |
| Free trial | |||
| Billing | Billed annually; free plan for 3 seats | Billed annually, plus a $1,500–$3,500 onboarding fee | Billed monthly |
| Import from CSV and Excel | |||
| Sales management | |||
| Deal pipelines | |||
| Quotes | Add-on | ||
| Sales orders | |||
| Sample tracking | |||
| Price lists | |||
| Meetings and calls | |||
| Meeting recording and transcripts | From$79/month | From$90/month | |
| AI meeting summaries | From$79/month | ||
| AI follow-up email drafts | From$79/month | From$90/month | |
| Meeting scheduler and call dialer | From$23.99/month | ||
| AI and automation | |||
| CRM fields filled in from calls | From$79/month | From$90/month | |
| Connect Claude or ChatGPT (MCP) | |||
| Workflow automation | |||
| API and webhooks | From$23.99/month | ||
| Conversations | |||
| Gmail and Outlook email sync | |||
| WhatsApp conversations | Add-on | ||
| Telegram conversations | |||
| Save LinkedIn profiles | Via marketplace | From$150/month | |
| Privacy and security | |||
| Single sign-on (SSO) | Enterprise plan | From$150/month | From$99/month |
Pricing: a free plan against a free CRM
Both can be started for nothing. Attio has a free plan for up to three seats, and HubSpot's Smart CRM is free. Paid Attio plans run from $35 to $79 a seat a month. HubSpot's paid Sales Hub plans run from $7 on Starter to $150.
HubSpot's Professional and Enterprise plans add a one-off onboarding fee of $1,500 to $3,500. HubSpot's entry price is lower; Attio's highest listed price, $79, is below HubSpot's $150.
A data model you design against a suite you adopt
Attio asks you to define the objects, attributes and workflows, and that blank canvas is its appeal. It suits a team that wants to design its own CRM, and it comes with AI agents and its own MCP server.
HubSpot arrives as a suite, with marketing automation that goes far beyond a sales CRM. The trade is control against a ready-made shape.
Quotes and the product side of a deal
Attio offers no quotes, price lists, sales orders or samples out of the box, so a team that sells products has to design those objects itself.
HubSpot is closer but not there. Quoting moved into Revenue Hub, a separate product sold on top of Sales Hub, and it has no sales orders, price lists or sample tracking.
Call recording and AI
Attio's Call Intelligence records, transcribes and summarises calls, but only from the Pro plan at $79 a seat. Follow-up drafts and filling CRM fields from calls sit on the same plan.
HubSpot includes meeting summaries from its entry plan, with call recording, follow-up drafts and CRM autofill starting on Sales Hub Professional at $90 a seat. Both support MCP, so Claude or ChatGPT can connect to the CRM.
Messaging, dialer and LinkedIn
Neither supports Telegram. HubSpot sells WhatsApp as an add-on; Attio does not support WhatsApp. HubSpot has a built-in dialer, and Attio has none.
Saving LinkedIn profiles takes HubSpot's $150 tier or a marketplace app on Attio. Single sign-on is on Attio's Enterprise plan and HubSpot's $150 tier.
We make PromptLab, so here is where it fits.
Where PromptLab fits next to Attio and HubSpot
PromptLab is a CRM for B2B teams that sell products. On their entry plans, neither Attio nor HubSpot includes quotes, sales orders, sample tracking, price lists, meeting recording and AI follow-up drafts. PromptLab has all of them on every plan, from $11.99 a user a month.
Sales objects ready-made, not built from scratch
We ship all four on the account and the deal from the Basic plan. Set up your customer price lists and create the first quote in the same week you sign up.
Attio vs PromptLab, in full
Quotes without a second hub
PromptLab keeps quotes, price lists and sales orders on the account and the deal, from the $11.99 Basic plan. There is nothing extra to buy and no custom object to build first.
HubSpot vs PromptLab, in full
Call recording from $11.99, not $79
We record calls on our $11.99 Basic plan, in over 100 languages. After the call you get a summary and a follow-up draft; before the next one, a brief on the account.
Attio vs PromptLab, in full
Which should you choose?
Choose Attio if…
- You want to design every object, attribute and workflow yourself.
- A free plan for up to three seats covers your start.
- You value a polished interface with AI agents and an MCP server built in.
Choose HubSpot if…
- Marketing and sales should run in one suite.
- You want a built-in dialer and a free CRM to begin with.
- You'd rather adopt a ready-made suite than design a data model.
Choose PromptLab if…
- You sell products, and deals run on quotes, price lists, samples and orders.
- You want every meeting recorded, summarised and written into the CRM on every plan.
- Buyers answer on WhatsApp or Telegram as well as email.
Frequently asked questions
Is Attio cheaper than HubSpot?
It depends on the plan. HubSpot's CRM is free and Sales Hub Starter costs $7 a seat a month, while Attio's paid plans run from $35 to $79. At the top, Attio's highest listed price of $79 is below HubSpot's $150, and HubSpot adds a $1,500–$3,500 onboarding fee on Professional and Enterprise.
How do Attio and HubSpot differ in setup?
HubSpot arrives as a ready-made suite, while Attio expects you to define your own objects, attributes and workflows. Attio's flexibility suits a team that wants to design its own CRM.
Does Attio record calls?
Yes, through Call Intelligence, but only from the Pro plan at $79 a seat a month. HubSpot records and transcribes calls from Sales Hub Professional at $90 a seat.
Do Attio and HubSpot have an MCP server?
Yes, both support MCP, so you can connect Claude or ChatGPT to the CRM. Attio ships its own MCP server alongside its AI agents.
Is there an alternative to Attio and HubSpot for teams that sell products?
PromptLab. It is a CRM for B2B teams that sell products, with quotes, price lists, sales orders and sample tracking, recorded and summarised meetings, and email, WhatsApp and Telegram in one inbox, on every plan from $11.99 a user a month with a 14-day free trial.
Sources
- Attio, checked on 30 September 2026: Pricing, Call Intelligence, AI, MCP server, Exporting lists and views
- HubSpot, checked on 30 September 2026: Sales Hub pricing, Revenue Hub quote software, WhatsApp integration, MCP servers, Single sign-on (SSO)