HubSpot vs Klaviyo Comparison
Compare HubSpot vs Klaviyo features, pricing, and more.
Last updated: November 2026
HubSpot
6.9/10
HubSpot is a CRM platform with a free tier and paid per-seat Sales Hub plans, plus companion marketing and service hubs, aimed at small and mid-sized businesses.
Klaviyo
6.9/10
Klaviyo is an email, SMS and customer data platform for ecommerce brands, priced by active profiles and built around store data and automated flows.
Feature-by-Feature Comparison
| Feature | | |
|---|---|---|
| Scores | ||
| Overall Rating | 6.9/10 | 6.9/10 |
| Scalability | 7/10 | 8/10 |
| Ease of Use | 8/10 | 6/10 |
| Customization | 6/10 | 8/10 |
| Security | 7/10 | 7/10 |
| Support | 6/10 | 5/10 |
| Cost | 5/10 | 4/10 |
| Integration | 9/10 | 9/10 |
| Analytics | 7/10 | 9/10 |
| Pricing | ||
| Free plan | Yes | Yes |
| Cheapest paid plan | $20/user/mo Sales Hub Starter | $20/mo Email |
| Estimated cost for 10 users | $200/mo Sales Hub Starter | Free Free |
| Features | ||
| E-commerce Features | Not listed | |
| Email Marketing | Not listed | |
| Landing Pages | Not listed | |
| Segmentation | Not listed | |
| SMS Marketing | Not listed | |
| More features | ||
| Marketing Automation | Not listed | |
| Built-in Calling | Not listed | |
| Customer Support Management | Not listed | |
| Integrations | Not listed | |
| Sales Automation | Not listed | |
| Opportunity Management | Not listed | |
| Contact Management | Not listed | |
| Reporting & Analytics | Not listed | |
| Mobile Access | Not listed | |
HubSpot vs Klaviyo cost by team size
HubSpot and Klaviyo cost the same at 1 user; Klaviyo costs less from 5 users.
| Team size | HubSpot | Klaviyo |
|---|---|---|
| 1 user | FreeFree | FreeFree |
| 5 users | $100/moSales Hub Starter | FreeFree |
| 10 users | $200/moSales Hub Starter | FreeFree |
| 25 users | $500/moSales Hub Starter | FreeFree |
| 50 users | $1,000/moSales Hub Starter | FreeFree |
The plan that fits each team size, billed monthly, before add-ons and usage charges. Each cost opens that tool's pricing calculator for the team size.
Which One Should You Choose?
Why choose HubSpot
- Higher Ease of Use score (8/10 vs 6/10)
- Higher Support score (6/10 vs 5/10)
- Better fit for startups (8/10 vs 6/10)
- Better fit for small business (9/10 vs 7/10)
Why choose Klaviyo
- Lower estimated cost for 10 users: Free vs $200/mo
- Higher Customization score (8/10 vs 6/10)
- Higher Analytics score (9/10 vs 7/10)
- Better fit for enterprise (8/10 vs 6/10)
Pros & Cons
HubSpot
Pros
- The free CRM has no time limit and covers contacts, deals, tickets, a shared inbox, a reporting dashboard and mobile apps.
- The HubSpot Marketplace lists over 2,000 integrations.
- Sales, marketing and service hubs share one customer database, so teams avoid syncing separate tools.
- G2 reviewers often praise the sales automation and how easy everyday use is.
Cons
- The free tier is now limited to two users and 1,000 contacts.
- Professional and Enterprise tiers require one-time onboarding fees of $1,500 to $7,000, depending on the hub.
- Reviewers report a steep price jump from Starter to Professional, and extra costs from marketing-contact tiers and credits.
- Reviewers cite annual contract lock-in and setup and administration complexity as recurring complaints.
Klaviyo
Pros
- Deep native integration with Shopify and other stores lets marketers segment on real purchase and browsing data.
- A free plan with 250 profiles and a 20 USD entry plan make it cheap to start.
- Since July 2026, SMS uses dollar-based plans with over 70 tiers, so gaps between plans are smaller and larger plans get lower per-message rates.
- A broad product suite covering reviews, helpdesk, personalization and AI agents can replace several separate tools.
Cons
- Billing by active profiles and uneven tier steps cause cost jumps, for example from 150 USD at 10,000 profiles to 350 USD at 15,000 on the Email plan.
- Many features, such as Reviews, Helpdesk, Personalization and Composer, are separately priced add-ons that raise the total bill.
- Free accounts get email support only for the first 60 days, and reviewers on G2 and Trustpilot report slow or hard-to-reach support.
- New users report a learning curve with segments, event triggers and flow logic.
Not sold on either?
Frequently Asked Questions
Both score 6.9/10 on our Marketing criteria, and our pick is HubSpot. The largest gap is in Analytics: 7/10 for HubSpot and 9/10 for Klaviyo.
Klaviyo costs less for 10 users: free on its Free plan, against about $200/mo on its Sales Hub Starter plan for HubSpot, billed monthly.
Yes, both HubSpot and Klaviyo have a free plan.
Klaviyo is the better fit for enterprise: we rate it 8/10 for them, against 6/10 for HubSpot.
