# Attio vs HubSpot: Which CRM Is Best for B2B Sales Teams in 2026?

> Attio suits teams of up to 30 reps with a changing data model; HubSpot suits marketing-led teams and teams past 50 reps. 20 reps, year one: $18,960 vs $23,100.

- Source: https://spiich.ai/articles/attio-vs-hubspot
- Author: Gabriel Stenbäck
- Category: Comparison
- Published: 2026-10-05
- Read time: 7 min read

## Is Attio or HubSpot better for B2B sales teams?

Attio is better for B2B teams of up to about 30 reps whose data doesn't fit a standard CRM or keeps changing as they learn how they sell. HubSpot is better when marketing and sales share one contact record, and when you need permissions, reporting and governance that hold up past 50 reps. At 20 reps with sequences, Attio Pro costs $18,960 a year and HubSpot Professional $23,100 in year one.

We run Spiich's own sales on Attio and would choose it again, and we integrate with both, so we see each one as users and as engineers. Every price and limit here was checked on the vendors' own pages in October 2026.

## How do Attio and HubSpot compare?

Attio wins on data model, price and design: custom objects on Pro, workflows and lead routing on every plan, and records that build themselves from email. HubSpot wins on ceiling: marketing tools on the same record, deeper reporting and permissions, 2,000+ integrations and a far longer track record.

| Feature | Attio | HubSpot Sales Hub |
|---|---|---|
| Best for | Changing data models, up to about 30 reps | Marketing and sales on one record, higher ceiling |
| Free plan | Yes, up to 3 seats | Yes, up to 2 users |
| Main paid tiers (annual, per seat) | Plus $35 (max 10 seats), Pro $79 | Starter $20, Professional $90, Enterprise $150 |
| Required fees | None | Onboarding: $1,500 on Professional, $3,500 on Enterprise |
| Custom objects | Pro and up, 12 objects | Enterprise only, 10 objects |
| Sequences | Pro and up | Professional and up |
| Lead routing | Round robin on every plan | Professional and up |
| AI notetaker | Call Intelligence on Pro | Notetaker from Starter |
| Contacts from email | Created automatically by default | Only when you log an email |
| G2 rating | 4.3 from 594 reviews | 4.4 from 14,348 reviews |

Attio's prices come from [its pricing page](https://attio.com/pricing). HubSpot's come from [its pricing page](https://www.hubspot.com/pricing/sales) and [product catalog](https://legal.hubspot.com/hubspot-product-and-services-catalog). G2 ratings for [Attio](https://www.g2.com/products/attio/reviews) and [HubSpot Sales Hub](https://www.g2.com/products/hubspot-sales-hub/reviews) were read in October 2026.

## How much do Attio and HubSpot cost for a sales team?

Attio costs $35 a seat on Plus and $79 on Pro, billed annually, with no onboarding fee. HubSpot costs $20 on Starter and $90 on Professional, plus $1,500 onboarding once. HubSpot Starter is cheaper for basic use. Once you need sequences, Attio is cheaper at every team size, mostly because HubSpot puts sequences on Professional and charges for onboarding ([HubSpot catalog](https://legal.hubspot.com/hubspot-product-and-services-catalog)).

| Team (annual billing, list price) | Attio | HubSpot |
|---|---|---|
| 6 reps, entry plan | Plus: $2,520 a year | Starter: $1,440 a year |
| 6 reps with sequences | Pro: $5,688 a year | Professional: $6,480 + $1,500 onboarding |
| 20 reps with sequences | Pro: $18,960 a year | Professional: $21,600 + $1,500 onboarding |

Two costs sit outside Attio's seat price. AI and workflows draw on credits: Pro includes 10,000 workspace credits a month, and top-ups start at $70 a month. And Plus stops at 10 seats, so the 11th rep moves everyone to Pro. HubSpot's agents also run on credits, with 3,000 a month on Professional ([HubSpot catalog](https://legal.hubspot.com/hubspot-product-and-services-catalog)). Attio raised its Plus and Pro prices between May and August 2026, and its startup program still gives up to 80% off ([Attio pricing](https://attio.com/pricing)).

## Which handles custom data better, Attio or HubSpot?

Attio. It is a database first: on Pro you can add up to 12 objects, like partners, workspaces or investors, with custom relationships and formula attributes between them. HubSpot keeps custom objects on Enterprise, at $150 a seat plus $3,500 onboarding, and its modelling is shallower than Attio's even there.

This is the main reason to choose Attio. If you sell something new to a buyer type nobody has a template for, Attio lets you build the CRM around your motion instead of bending the motion to fit the CRM. Attio also fills itself in, creating people and companies from email and calendar traffic by default ([Attio](https://attio.com/help/reference/email-calendar/email-and-calendar-syncing)), where HubSpot's calendar sync never creates contacts. Our [Attio review](https://spiich.ai/articles/attio-for-b2b-saas-sales-teams) covers how that flexibility plays out in practice.

## When does HubSpot's ceiling matter?

HubSpot's ceiling matters past about 50 reps, or once process control matters more than flexibility. Attio's limits arrive as governance, not features: reports cap at 100 on Pro, advanced permissions need Pro, and SSO and SCIM need a custom Enterprise quote ([Attio pricing](https://attio.com/pricing)). HubSpot adds forecasting, field-level permissions, sandboxes and deal approvals as you move up.

It also matters if marketing drives your pipeline. HubSpot's marketing and sales tools share one contact record, which Attio doesn't try to match. Our [HubSpot review](https://spiich.ai/articles/hubspot-for-b2b-saas-sales-teams) sets out when that's worth paying for, and when the sales side alone isn't better than cheaper options.

## How do Attio's and HubSpot's AI features compare?

Both meter AI in credits and both run agents. Attio's Ask Attio answers questions and drafts work from every record on all plans, and custom agents run inside workflows. HubSpot's Notetaker records meetings from Starter, and its prospecting agent and data agent run on 500 to 5,000 credits a month depending on plan.

HubSpot's smart data capture can fill fields from a call transcript, with admins choosing per field whether a person reviews it first. Attio's call recorder needs Pro, and its workflows can update records once you build them ([Attio](https://attio.com/help/reference/productivity-collaborating/call-intelligence/enable-call-recording)). We've written up both in detail: [how to make Attio an agentic CRM](https://spiich.ai/articles/how-to-make-attio-an-agentic-crm) and [how to make HubSpot an agentic CRM](https://spiich.ai/articles/how-to-make-hubspot-an-agentic-crm).

## When should you choose Attio over HubSpot?

Choose Attio when the data model is the hard part and you're small enough to keep it tidy. Choose HubSpot when marketing and sales need one record, or when you'll need governance before you'll need flexibility.

**Choose Attio if:**

- Your data model isn't standard and will keep changing
- You have up to about 30 reps and want custom objects without an Enterprise plan
- You want a CRM that fills itself in from email and calendar

**Choose HubSpot if:**

- Marketing generates much of your pipeline and should share the contact record
- You expect to pass 50 reps and need permissions, forecasting and approvals
- Nobody on the team wants to design the CRM

## How hard is it to switch between Attio and HubSpot?

Moving from HubSpot to Attio is well supported. Attio's built-in migration, powered by Import2, moves companies, people, deals, custom objects, notes, tasks and files from HubSpot, free on paid plans. Moving from Attio to HubSpot is harder: HubSpot's [Smart Transfer](https://knowledge.hubspot.com/integrations/transfer-data-from-other-apps-using-hubspot-smart-transfer) doesn't list Attio as a source, so you export and import by CSV.

Attio's migration is run by an admin and documented in [its guide](https://attio.com/help/reference/imports-exports/migrate-data-from-another-crm). Either way, records move and the workflows, reports and sequences around them have to be rebuilt. Read [what CRM migration actually costs](https://spiich.ai/articles/crm-migration-cost) before you plan the switch.

## Frequently asked questions

### Is Attio cheaper than HubSpot?

Yes, for any team that needs sequences or custom objects. 20 reps cost $18,960 a year on Attio Pro against $21,600 plus $1,500 onboarding on HubSpot Professional, and custom objects need HubSpot Enterprise. HubSpot Starter is cheaper than Attio Plus for basic use. See [the best CRMs for B2B sales teams](https://spiich.ai/articles/best-crm-for-b2b-sales-teams).

### Is Attio good for startups?

Yes, especially for seed to Series A teams still working out how they sell. Its startup program gives up to 80% off, and the free plan covers 3 users. See our [Attio review](https://spiich.ai/articles/attio-for-b2b-saas-sales-teams).

### When do teams move from Attio to HubSpot?

Usually past 50 reps, or when marketing becomes a major source of pipeline. Process control, permissions and reporting run out before Attio's data model does. See our [HubSpot review](https://spiich.ai/articles/hubspot-for-b2b-saas-sales-teams).

### Does Spiich work with Attio and HubSpot?

Yes. Spiich writes meeting notes, deal updates and tasks into both. See [Spiich for Attio](https://spiich.ai/integrations/attio) and [Spiich for HubSpot](https://spiich.ai/integrations/hubspot).

## More CRM comparisons

Each pair of the four CRMs our customers use has its own comparison, with prices and limits checked the same way:

- [HubSpot vs Salesforce](https://spiich.ai/articles/hubspot-vs-salesforce)
- [HubSpot vs Pipedrive](https://spiich.ai/articles/hubspot-vs-pipedrive)
- [Pipedrive vs Salesforce](https://spiich.ai/articles/pipedrive-vs-salesforce)
- [Attio vs Salesforce](https://spiich.ai/articles/attio-vs-salesforce)
- [Attio vs Pipedrive](https://spiich.ai/articles/attio-vs-pipedrive)

For all of them on one page, read [the best CRMs for B2B sales teams](https://spiich.ai/articles/best-crm-for-b2b-sales-teams).

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### Whichever you pick, stop typing into it

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[See how Spiich works](https://spiich.ai)

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