Which HubSpot Customer Platform subscription do you really need?
HubSpot’s customer platform is one of the most powerful CRM ecosystems on the market – but figuring out which subscription level you actually need can feel like navigating a minefield. With multiple tiers, feature variations, and pricing that scales quickly, it’s crucial to get the right fit for your business without overpaying for functionality you’ll never use.
So, let’s break it down. What are the different levels of HubSpot’s customer platform, what do you get at each stage, and where do the limitations start to creep in?
HubSpot free – good for testing the waters
Example business: A freelance marketing consultant
Emma runs a small marketing consultancy, working with a handful of clients. She needs a way to keep track of client interactions, send follow-up emails, and manage basic marketing without paying for a subscription.
What you get:
Basic CRM functionality
Contact management
Email marketing (limited sending)
Basic reporting and dashboards
Live chat and chatbot functionality
Forms and landing pages
Limitations:
No automation – everything is manual
Limited reporting and analytics
HubSpot branding on emails and landing pages
No customisation options for objects or pipelines
Key considerations & justification to upgrade:
Emma quickly finds that manually tracking emails and interactions becomes time-consuming. As her client list grows, she struggles with segmenting contacts and sending personalised marketing. Moving to Starter would remove HubSpot branding, enable basic email automation, and improve the client experience.
HubSpot starter – ideal for small businesses wanting basic automation
Example business: A boutique e-commerce store
Ben runs a growing online store selling handmade gifts. He needs better control over customer interactions, email marketing, and sales follow-ups.
What you get (everything in Free, plus…):
Email automation (basic sequences)
Removal of HubSpot branding
Simple reporting and dashboards
Basic deal pipelines
Shared inbox for customer service
Limitations:
No advanced automation (workflows)
Limited custom reporting
No custom objects
Lacks deeper integrations with other tools
Key considerations & justification to upgrade:
Ben enjoys the automation for abandoned cart emails and post-purchase follow-ups but finds the lack of advanced workflows frustrating. As his store expands, he needs better segmentation, lead scoring, and more powerful reporting. Moving to Professional would allow him to create automated workflows, run A/B testing, and track more detailed customer interactions.
HubSpot professional – the best value for scaling businesses
Example business: A B2B software startup
Sophie runs a SaaS business that generates leads via inbound marketing and a sales team. She needs automation to nurture leads and track conversions.
What you get (everything in Starter, plus…):
Advanced automation and workflows
Lead scoring and segmentation
A/B testing for emails
Custom reporting and dashboards
Teams and permissions settings
Advanced customer service tools (like SLAs and ticket automation)
Limitations:
Some restrictions on reporting complexity
Custom objects only available at Enterprise level
API limits may be restrictive for large-scale integrations
Can get expensive as contact numbers grow
Key considerations & justification to upgrade:
Sophie loves the automation and lead nurturing workflows but finds that as her company scales, they need custom objectsto track unique customer data. They also need multi-touch attribution to understand how marketing impacts sales. Moving to Enterprise would give them the flexibility and deeper insights they need.
HubSpot enterprise – built for large or complex organisations
Example business: A multinational recruitment agency
David runs a global recruitment agency with multiple teams across different regions. They need enterprise-grade CRM functionality to manage complex sales cycles.
What you get (everything in Professional, plus…):
Custom objects for ultimate data flexibility
Predictive lead scoring
Single sign-on (SSO) and advanced security features
Multi-touch attribution and revenue reporting
Sandboxes for testing and development
AI-driven automation and insights
Limitations:
Expensive – this is a significant investment
Requires internal or external expertise to set up and manage properly
Complexity can be overkill for smaller businesses
Key considerations & justification to upgrade:
David’s business needs custom objects to track job placements, candidate pipelines, and recruiter commissions. Their reporting is complex, requiring multi-touch attribution and custom dashboards. Enterprise’s advanced reporting and security features make it the right choice, but it requires dedicated resources to manage effectively.
Final thoughts: which one should you pick?
If you’re just starting out – HubSpot Free or Starter might do the job.
If you’re growing and want to get serious about sales and marketing automation – Professional is likely your best bet.
If you’re a large or complex business that needs full customisation and enterprise-grade features – Enterprise is the way to go.
The key is not just picking based on where you are today but thinking about where you’ll be in 12–24 months. HubSpot scales well, but upgrading mid-way through a financial year can be a costly surprise. If in doubt, get some expert advice on your setup before diving in.
Got questions about which HubSpot subscription is right for your business? Let’s chat!
