I migrate teams off HubSpot for a living. I also build on HubSpot for teams who should stay on it. So the answer here is not always Attio, and this page says plainly when it isn't.
Forms, email, landing pages, ads, a huge integration marketplace and support that answers the phone. If marketing genuinely runs on it and the team is happy, that is worth a lot and I will not pretend otherwise.
Custom objects on every paid plan, an API-first build, native workflows, and a price that does not jump by an order of magnitude the day you need automation.
If the CRM part of HubSpot is a contact list with a pricing cliff in front of the features you need, and the reps live in a spreadsheet anyway, the platform is not earning its keep. That is the move case.
Pricing checked September 2026, against each vendor's own published figures.
| HubSpot | Attio | |
|---|---|---|
| Built for | Companies that want marketing, sales and service in one suite, and are willing to grow into the tiers that include it. | B2B teams that want the CRM shaped around how they actually sell, without an admin or an enterprise tier to get there. |
| Data model | Contacts, companies, deals and tickets are fixed. Custom objects exist, but only on Enterprise, so most teams end up encoding their process in dozens of custom properties instead. | Attio wins Fully custom objects and attributes on every paid plan. Products, partners, locations, candidates, whatever the business runs on, modelled properly rather than bolted onto a contact. |
| Marketing | HubSpot wins Marketing Hub is the reason most people bought HubSpot in the first place. Forms, email, landing pages, ads and attribution, all native. | Not a marketing automation platform, and does not pretend to be. Keep a dedicated email tool alongside it, or keep Marketing Hub and move the CRM. |
| Automation | Workflows are strong once you are on Professional. Below that, most of it is locked. | Attio wins on cost to reach it Native workflow builder and AI functions for scoring and research on every paid plan, plus clean hooks into Clay, n8n and the rest of a modern data stack. |
| API and extensibility | Mature and well documented, but you are working inside a fixed object model with rate limits sized for the tier you pay for. | Attio wins API-first. Everything in the UI is reachable programmatically, which is what makes enrichment feeds, warehouse syncs and signal-led pipelines straightforward to build. |
| Reporting | HubSpot wins out of the box A large library of ready-made dashboards, and custom report building on Professional and above. | Solid pipeline and activity reporting, with advanced reporting on Pro. For anything board-grade, both tools end up feeding a warehouse anyway. |
| Pricing | Sales Hub per seat per month, billed annually: Starter $7, Professional $90, Enterprise $150. Professional and Enterprise also carry a mandatory one-off onboarding fee, $1,500 and $3,500. The jump from Starter to Professional is the cliff most teams hit. | Attio wins Free for up to 3 seats, then £27 (Plus) or £59 (Pro) per user per month billed annually. No onboarding fee. A ten-person team on Pro is about £7,000 a year. |
| Contract | Annual commitment on Professional and Enterprise. Seat changes and downgrades happen at renewal. | Self-serve, monthly or annual, cancel when you like. |
| Best fit | Marketing-led companies, teams that need service and sales in one place, and anyone who values a big partner network over a flexible data model. | Sales-led B2B teams of 15 to 100, teams graduating off spreadsheets, Notion or Pipedrive, and any company where the CRM needs to model something HubSpot's four objects cannot. |
HubSpot publishes its pricing in US dollars, so those figures are quoted as HubSpot shows them. Attio shows sterling to UK buyers, so its figures are in pounds. Both were read from the vendor's own pricing page in September 2026.
My honest read. If marketing genuinely runs on HubSpot, the team opens it every day, and you are already paying for Professional, stay. The move would cost you more in disruption than it saves, and I will say that on a call.
If you are a sales-led team paying Starter prices and working around a CRM that cannot model your process, or you are staring at the Professional jump plus a four-figure onboarding fee just to get workflows, the maths is different. A CRM built around how you sell, on a tool that costs a fraction, with the history brought across intact.
Other comparisons: Attio vs Salesforce · Attio vs Affinity
I am an official Attio Expert Partner, and I have spent enough time inside HubSpot instances to know what they look like after four years without an owner.
The migration itself, step by step: HubSpot to Attio, what actually breaks and how to move without losing history.
No. Contacts, companies, deals, notes, owners and activity history all come across. The part that needs care is the associations, the links between a deal and its people and company, because that is what quietly breaks and only shows up later in reporting. I read the data model before anything moves. There is a full write-up of what breaks and in what order at the migration article.
No, and it is worth being clear about that. Attio is a CRM, not a marketing automation platform. If forms, nurture email and landing pages genuinely run on Marketing Hub, the honest options are to keep Marketing Hub for marketing and move the CRM, or to pair Attio with a dedicated email tool. Both work. Pretending Attio does marketing does not.
When the team actually uses HubSpot, marketing depends on it, and the cost is already budgeted. Moving a CRM that works is disruption for its own sake. The move case is a CRM the reps work around, a data model that cannot hold your process, or a renewal that is about to jump a tier. If none of those apply, I will tell you to stay.
Yes. Property sprawl, duplicates, workflows nobody understands, reporting that does not reconcile, all of that is fixable in place. The data layer, enrichment and reporting work on whichever CRM you are in. Staying put is often the right answer, and it is a perfectly good build.
It starts with the CRM & Data Audit, from £1,000, which reads your HubSpot instance properly and scopes the move. The build is then a fixed fee, agreed up front, with the limits written down. For most teams of this size the first year's licence saving covers a meaningful part of it. Exact numbers land in the proposal, after the audit.
Fifteen minutes. Tell me what the CRM is for and where the team works around it, and I will tell you straight whether to stay or go, including when the answer is HubSpot.
Book a 15-minute intro callPrefer email? sonny@weareapexai.com