HubSpot has changed how it sells itself. Since 1 October 2026, new customers in Europe, the Middle East and Africa no longer buy Marketing Hub, Sales Hub or Service Hub. They buy one edition of HubSpot, a seat for each person who uses it, and credits for the work the platform does. If you already have HubSpot, nothing changes for now.
We've rebuilt the new model below in plain terms, with every number you need to estimate a bill. At the bottom of the page you can ask our ConvX answer library anything we haven't covered, out loud or in text.
The short version
- Pick one edition for the whole portal: Starter, Professional or Enterprise.
- Pay for seats: GTM seats for customer-facing people, Ops seats for the people who build the systems.
- Pay for work with credits: emails sent, workflow actions and AI agents. Every edition includes some each month.
- Use packs to fix the cost of known volume, and spend limits to cap the rest.
Who the new pricing applies to
1 Oct 2026
Start date for new customers in Europe, the Middle East and Africa
No change
for existing customers, who stay on their current pricing
70+ → 23
HubSpot's own count of products before and after
Existing customers can't switch part way through a contract at the moment. If you're mid-term, the useful thing to do now is learn your numbers: how many emails you send, how busy your workflows are, and who really needs a paid seat. That's what any future comparison will rest on.
Step 1 / Edition
Choose one edition
The hubs are gone. You buy HubSpot at one edition and get the whole platform at that level: marketing, sales, service and revenue tools together. Edition now follows how big and complex your business is, not which features one team wants. A portal has exactly one edition, so you can't run sales on Professional and marketing on Starter.
| Edition | Best fit | Record limit | Credits included each month |
|---|---|---|---|
| Starter | Small teams, typically fewer than 5,000 contacts. Up to 10 paid seats. | 25,000 | 5,000 |
| Professional | Growing teams with more complex needs, fewer than 50,000 contacts | 250,000 | 10,000 |
| Enterprise | 50,000 contacts or more, needing governance and scale | 15,000,000 | 15,000 |
Record limits cover contacts, companies, deals, tickets and other objects together. Limit increases are available.
Step 2 / Seats
Add a seat for each person
There's one question behind every seat: does this person deal with customers? If yes, they need a GTM seat. If they build and run the systems behind those teams, an Ops seat does the job. There are no seat minimums.
- GTM seat. For marketing, sales and service people. Full access to everything in your edition, including the sales and customer success workspaces, help desk, playbooks, quotes, publishing content and sending marketing email. Includes everything an Ops seat has.
- Ops seat. For people who build automation, reporting, integrations and data workflows. Includes reporting and dashboards, user management, data enrichment and the automation tools.
- View-only seat. Read and report access without editing rights. Free.
- Developer seat. Full access to the developer platform. Free.
| Seat | Starter | Professional | Enterprise |
|---|---|---|---|
| GTM seat | €20 / month | €100 / month | €175 / month |
| Ops seat | €15 / month | €50 / month | €50 / month |
| View-only seat | Free | Free | Free |
List prices per seat, billed monthly. Annual terms can reduce them. HubSpot's earlier catalogue called these Front Office and Core seats.
Step 3 / Credits
Pay for the work with credits
Credits pay for the features that do work for you: AI agents, automation and other usage. Every paid edition includes a monthly allowance (see the edition table). Beyond that, credits cost €10 per 1,000, which is one cent a credit. Credits reset every month, and unused credits don't roll over.
What uses credits, and what doesn't
Uses credits
Email sends
Marketing, transactional and automated emails (meeting reminders, surveys) all draw on credits.
Uses credits
Workflow actions
Steps that create, update or notify use credits each time a record passes through.
Uses credits
AI agents
Customer, Prospecting, Data, Content and other agents charge per piece of work.
Uses credits
Quotes, syncs and extras
Accepted quotes, Data Studio syncs, custom events and calling minutes above what's included.
Free
Flow-control steps
Branches, delays, go-to-workflow and similar steps that only steer a workflow.
Free
1:1 email and sequences
Emails and sequences sent from your own connected inbox.
What things cost in credits
| Activity | Credits | Roughly |
|---|---|---|
| Email send, first 10,000 a month | 15 each | 15 cents |
| Email send, 10,001 to 55,000 | 5 each | 5 cents |
| Email send, 55,001 to 100,000 | 2 each | 2 cents |
| Email send, above 100,000 | 0.5 each | half a cent |
| Workflow action, first 10,000 a month | 3 each | 3 cents |
| Workflow action, 10,001 to 55,000 | 2 each | 2 cents |
| Workflow action, 55,001 to 100,000 | 0.5 each | half a cent |
| Workflow action, above 100,000 | 0.1 each | a tenth of a cent |
| Breeze (AI) workflow action | 10 each | 10 cents |
| Customer Agent, one resolved conversation | 50 | 50 cents |
| Prospecting Agent, one lead | 100 | €1 |
| Data Agent, one response | 10 | 10 cents |
| Content Agent, one piece of content | 1,000 | €10 |
| Accepted quote | 100 | €1 |
| Calling minute above what's included | 10 | 10 cents |
| Templated WhatsApp message | 20 | 20 cents |
At the pay-as-you-go rate of €10 per 1,000 credits. Some agents are in beta and their rates may change.
Packs or pay-as-you-go
There are two ways to pay for usage beyond what's included. Packs buy a fixed amount of capacity each month at a known price. Pay-as-you-go bills credits as you use them, up to the limit you set. Packs reset every month too.
Email sending packs
Sized by send volume. The price is the same whichever edition you're on.
| Pack | Monthly price | Same volume pay-as-you-go | You save |
|---|---|---|---|
| 2,000 sends | €200 | €300 | 33% |
| 10,000 sends | €1,000 | €1,500 | 33% |
| 100,000 sends | €3,000 | €4,650 | 35% |
| 1,000,000 sends | €6,000 | €9,150 | 34% |
Workflow action packs
Matched to edition rather than estimated workflow by workflow. Growth is built for Professional and Scaled for Enterprise.
| Pack | Monthly price | Same volume pay-as-you-go |
|---|---|---|
| Growth (Professional), 500,000 actions | €150 | €1,825 |
| Scaled (Enterprise), 500,000,000 actions | €900 | €501,325 |
Agent packs
Flat-fee credits for any credit-using feature, sized to typical agent use at each edition. They cost the same as pay-as-you-go, so you buy them for a predictable bill, not a discount.
| Pack | Monthly price | Pay-as-you-go |
|---|---|---|
| Base (Starter), 2,500 credits | €25 | Same |
| Growth (Professional), 40,000 credits | €400 | Same |
| Scaled (Enterprise), 150,000 credits | €1,500 | Same |
Two worked examples
List prices, billed monthly, before discounts. Both use Professional, which includes 10,000 credits a month.
A small marketing team sending 5,000 emails a month
| Line | Working | Monthly |
|---|---|---|
| 1 Professional GTM seat | €100 | |
| Email credits | 5,000 sends × 15 = 75,000 credits, less 10,000 included = 65,000 | €650 |
| Total | No hub fee, no marketing contacts fee | about €750 |
A high-volume sender, 50,000 emails a month
| Line | Working | Monthly |
|---|---|---|
| 1 Professional GTM seat | €100 | |
| Email on pay-as-you-go | 10,000 × 15 + 40,000 × 5 = 350,000 credits, less 10,000 included | €3,400 |
| Or a 100,000-send pack | Fixed price, with headroom, and the 10,000 included credits stay free for other work | €3,000 |
| Total | With the pack | about €3,100 |
The first team will usually pay less than the old Marketing Hub model. The second can pay more, because the old contact tiers bundled a lot of sending. The pack closes some of that gap. Neither example includes workflows, AI or add-ons, which is why we model your real usage before anyone signs.
Keeping spend under control
Usage-based pricing doesn't have to mean a surprise invoice. The controls are built into HubSpot and switched on by default:
- Limits at portal, feature and action level, so one agent can't eat the month's budget.
- Alerts when usage reaches milestones, before a limit is hit.
- A usage view that shows what's consuming credits, down to individual actions.
- Pause any credit-using feature when priorities or budgets change.
Our approach is simple. Buy packs for the volume you know about. Commit to credits for regular AI use. Leave pay-as-you-go for the edges, with a cap on it from day one. Then review real usage after the first couple of months and resize.
Add-ons
A few fixed-price extras for specific needs. Most businesses need none of them.
| Add-on | Monthly price |
|---|---|
| Brands (Enterprise only) | €1,000 |
| Data Warehouse | €1,000 |
| Transactional Email | €300 |
| Dedicated IP | €250 |
| Sensitive Data | €250 |
| Records limit increase, Starter and Professional | €5 per 1,000 records |
| Records limit increase, Enterprise | €100 per 1,000,000 records |
What this means if you're buying HubSpot
The conversation used to start with "which hubs?" Now it starts with three better questions. How big and complex is the business? That's your edition. How many people deal with customers? That's your GTM seats. Which work do you want the platform to do? That's your credits and packs.
Onboarding changes with it. You get the whole platform at your edition, so onboarding should cover the whole platform, built around the outcomes you want first rather than one hub at a time. HubSpot asks Professional and Enterprise customers to take onboarding, and you can do it with HubSpot or with a partner like us.
Our answer library covers the questions we hear most. Pick one, or type your own. If we haven't recorded an answer yet, leave your email and we'll reply, usually within a working day.
Frequently asked questions
Who does HubSpot's new pricing apply to?
New HubSpot customers in Europe, the Middle East and Africa, from 1 October 2026. If you already pay for HubSpot, you stay on your current pricing. HubSpot hasn't announced dates for other regions.
Can existing customers move to seats and credits?
Not part way through a contract at the moment. Existing customers stay on their current pricing. When a renewal or a bigger change comes up, it is worth modelling both, and we can do that for you.
What's the difference between a GTM seat and an Ops seat?
A GTM seat is for people who deal with customers: marketing, sales and service. It covers everything in your edition, including the workspaces, help desk, quotes and sending marketing email. An Ops seat is for the people who build automation, reporting, integrations and data workflows. A GTM seat includes everything an Ops seat does. View-only and developer seats are free.
Can we mix editions, say Professional for sales and Starter for marketing?
No. A portal has one edition, and everyone in it works at that edition. Edition now follows the size and complexity of your business, not which features one team wants.
Do we still pay for marketing contacts?
No. Contacts count towards your edition's total record limit (25,000 on Starter, 250,000 on Professional, 15,000,000 on Enterprise) along with deals, tickets and other records. You pay for the emails you send instead. Any contact can be used for ad targeting.
Which emails use credits?
Every email HubSpot sends: marketing, transactional and automated emails such as meeting reminders and surveys. One-to-one emails, sequences and conversations inbox replies sent from a connected inbox do not use credits.
Do all workflow actions use credits?
No. Actions that create, update or notify use credits each time a record passes through them. Branches, delays, go-to-workflow steps and other flow-control steps are free.
Do unused credits roll over?
No. Included credits and pack capacity reset every month. Unused credits do not carry into the next month.
What happens if we run out of credits?
If you allow pay-as-you-go, extra usage is billed at €10 per 1,000 credits up to the limit you set. When you reach a limit, the features that use credits pause until the next month or until you raise it.
How do we keep HubSpot spend predictable?
Buy packs for the email and workflow volume you know about, add committed credits for regular AI use, set portal, feature and action limits, turn on usage alerts, and pause features when priorities change.
Will HubSpot be cheaper under the new model?
Often for smaller teams, because there is no hub fee and no contacts fee. High-volume email senders can pay more. The only reliable answer comes from modelling your own seats and usage.
Are the prices in pounds?
HubSpot published euro list prices for the region. UK customers are quoted and billed in pounds, so check your quote rather than converting the euro figures.
Get a costed recommendation
Tell us who would use HubSpot and roughly how much email and automation you run. We'll send back the edition, seats, packs and limits we'd recommend, with the reasoning. Already a customer? We'll model the new pricing against what you pay today.
Prices are HubSpot's euro list prices for Europe, the Middle East and Africa as published in October 2026, billed monthly and before discounts. HubSpot may change them. Your quote is the final word - so you know where you stand.
HubSpot has changed how it sells itself. Since 1 October 2026, new customers in Europe, the Middle East and Africa no longer buy Marketing Hub, Sales Hub or Service Hub. They buy one edition of HubSpot, a seat for each person who uses it, and credits for the work the platform does. If you already have HubSpot, nothing changes for now.
We've rebuilt the new model below in plain terms, with every number you need to estimate a bill. At the bottom of the page you can ask our ConvX answer library anything we haven't covered, out loud or in text.
The short version
- Pick one edition for the whole portal: Starter, Professional or Enterprise.
- Pay for seats: GTM seats for customer-facing people, Ops seats for the people who build the systems.
- Pay for work with credits: emails sent, workflow actions and AI agents. Every edition includes some each month.
- Use packs to fix the cost of known volume, and spend limits to cap the rest.
Who the new pricing applies to
1 Oct 2026
Start date for new customers in Europe, the Middle East and Africa
No change
for existing customers, who stay on their current pricing
70+ → 23
HubSpot's own count of products before and after
Existing customers can't switch part way through a contract at the moment. If you're mid-term, the useful thing to do now is learn your numbers: how many emails you send, how busy your workflows are, and who really needs a paid seat. That's what any future comparison will rest on.
Step 1 / Edition
Choose one edition
The hubs are gone. You buy HubSpot at one edition and get the whole platform at that level: marketing, sales, service and revenue tools together. Edition now follows how big and complex your business is, not which features one team wants. A portal has exactly one edition, so you can't run sales on Professional and marketing on Starter.
| Edition | Best fit | Record limit | Credits included each month |
|---|---|---|---|
| Starter | Small teams, typically fewer than 5,000 contacts. Up to 10 paid seats. | 25,000 | 5,000 |
| Professional | Growing teams with more complex needs, fewer than 50,000 contacts | 250,000 | 10,000 |
| Enterprise | 50,000 contacts or more, needing governance and scale | 15,000,000 | 15,000 |
Record limits cover contacts, companies, deals, tickets and other objects together. Limit increases are available.
Step 2 / Seats
Add a seat for each person
There's one question behind every seat: does this person deal with customers? If yes, they need a GTM seat. If they build and run the systems behind those teams, an Ops seat does the job. There are no seat minimums.
- GTM seat. For marketing, sales and service people. Full access to everything in your edition, including the sales and customer success workspaces, help desk, playbooks, quotes, publishing content and sending marketing email. Includes everything an Ops seat has.
- Ops seat. For people who build automation, reporting, integrations and data workflows. Includes reporting and dashboards, user management, data enrichment and the automation tools.
- View-only seat. Read and report access without editing rights. Free.
- Developer seat. Full access to the developer platform. Free.
| Seat | Starter | Professional | Enterprise |
|---|---|---|---|
| GTM seat | €20 / month | €100 / month | €175 / month |
| Ops seat | €15 / month | €50 / month | €50 / month |
| View-only seat | Free | Free | Free |
List prices per seat, billed monthly. Annual terms can reduce them. HubSpot's earlier catalogue called these Front Office and Core seats.
Step 3 / Credits
Pay for the work with credits
Credits pay for the features that do work for you: AI agents, automation and other usage. Every paid edition includes a monthly allowance (see the edition table). Beyond that, credits cost €10 per 1,000, which is one cent a credit. Credits reset every month, and unused credits don't roll over.
What uses credits, and what doesn't
Uses credits
Email sends
Marketing, transactional and automated emails (meeting reminders, surveys) all draw on credits.
Uses credits
Workflow actions
Steps that create, update or notify use credits each time a record passes through.
Uses credits
AI agents
Customer, Prospecting, Data, Content and other agents charge per piece of work.
Uses credits
Quotes, syncs and extras
Accepted quotes, Data Studio syncs, custom events and calling minutes above what's included.
Free
Flow-control steps
Branches, delays, go-to-workflow and similar steps that only steer a workflow.
Free
1:1 email and sequences
Emails and sequences sent from your own connected inbox.
What things cost in credits
| Activity | Credits | Roughly |
|---|---|---|
| Email send, first 10,000 a month | 15 each | 15 cents |
| Email send, 10,001 to 55,000 | 5 each | 5 cents |
| Email send, 55,001 to 100,000 | 2 each | 2 cents |
| Email send, above 100,000 | 0.5 each | half a cent |
| Workflow action, first 10,000 a month | 3 each | 3 cents |
| Workflow action, 10,001 to 55,000 | 2 each | 2 cents |
| Workflow action, 55,001 to 100,000 | 0.5 each | half a cent |
| Workflow action, above 100,000 | 0.1 each | a tenth of a cent |
| Breeze (AI) workflow action | 10 each | 10 cents |
| Customer Agent, one resolved conversation | 50 | 50 cents |
| Prospecting Agent, one lead | 100 | €1 |
| Data Agent, one response | 10 | 10 cents |
| Content Agent, one piece of content | 1,000 | €10 |
| Accepted quote | 100 | €1 |
| Calling minute above what's included | 10 | 10 cents |
| Templated WhatsApp message | 20 | 20 cents |
At the pay-as-you-go rate of €10 per 1,000 credits. Some agents are in beta and their rates may change.
Packs or pay-as-you-go
There are two ways to pay for usage beyond what's included. Packs buy a fixed amount of capacity each month at a known price. Pay-as-you-go bills credits as you use them, up to the limit you set. Packs reset every month too.
Email sending packs
Sized by send volume. The price is the same whichever edition you're on.
| Pack | Monthly price | Same volume pay-as-you-go | You save |
|---|---|---|---|
| 2,000 sends | €200 | €300 | 33% |
| 10,000 sends | €1,000 | €1,500 | 33% |
| 100,000 sends | €3,000 | €4,650 | 35% |
| 1,000,000 sends | €6,000 | €9,150 | 34% |
Workflow action packs
Matched to edition rather than estimated workflow by workflow. Growth is built for Professional and Scaled for Enterprise.
| Pack | Monthly price | Same volume pay-as-you-go |
|---|---|---|
| Growth (Professional), 500,000 actions | €150 | €1,825 |
| Scaled (Enterprise), 500,000,000 actions | €900 | €501,325 |
Agent packs
Flat-fee credits for any credit-using feature, sized to typical agent use at each edition. They cost the same as pay-as-you-go, so you buy them for a predictable bill, not a discount.
| Pack | Monthly price | Pay-as-you-go |
|---|---|---|
| Base (Starter), 2,500 credits | €25 | Same |
| Growth (Professional), 40,000 credits | €400 | Same |
| Scaled (Enterprise), 150,000 credits | €1,500 | Same |
Two worked examples
List prices, billed monthly, before discounts. Both use Professional, which includes 10,000 credits a month.
A small marketing team sending 5,000 emails a month
| Line | Working | Monthly |
|---|---|---|
| 1 Professional GTM seat | €100 | |
| Email credits | 5,000 sends × 15 = 75,000 credits, less 10,000 included = 65,000 | €650 |
| Total | No hub fee, no marketing contacts fee | about €750 |
A high-volume sender, 50,000 emails a month
| Line | Working | Monthly |
|---|---|---|
| 1 Professional GTM seat | €100 | |
| Email on pay-as-you-go | 10,000 × 15 + 40,000 × 5 = 350,000 credits, less 10,000 included | €3,400 |
| Or a 100,000-send pack | Fixed price, with headroom, and the 10,000 included credits stay free for other work | €3,000 |
| Total | With the pack | about €3,100 |
The first team will usually pay less than the old Marketing Hub model. The second can pay more, because the old contact tiers bundled a lot of sending. The pack closes some of that gap. Neither example includes workflows, AI or add-ons, which is why we model your real usage before anyone signs.
Keeping spend under control
Usage-based pricing doesn't have to mean a surprise invoice. The controls are built into HubSpot and switched on by default:
- Limits at portal, feature and action level, so one agent can't eat the month's budget.
- Alerts when usage reaches milestones, before a limit is hit.
- A usage view that shows what's consuming credits, down to individual actions.
- Pause any credit-using feature when priorities or budgets change.
Our approach is simple. Buy packs for the volume you know about. Commit to credits for regular AI use. Leave pay-as-you-go for the edges, with a cap on it from day one. Then review real usage after the first couple of months and resize.
Add-ons
A few fixed-price extras for specific needs. Most businesses need none of them.
| Add-on | Monthly price |
|---|---|
| Brands (Enterprise only) | €1,000 |
| Data Warehouse | €1,000 |
| Transactional Email | €300 |
| Dedicated IP | €250 |
| Sensitive Data | €250 |
| Records limit increase, Starter and Professional | €5 per 1,000 records |
| Records limit increase, Enterprise | €100 per 1,000,000 records |
What this means if you're buying HubSpot
The conversation used to start with "which hubs?" Now it starts with three better questions. How big and complex is the business? That's your edition. How many people deal with customers? That's your GTM seats. Which work do you want the platform to do? That's your credits and packs.
Onboarding changes with it. You get the whole platform at your edition, so onboarding should cover the whole platform, built around the outcomes you want first rather than one hub at a time. HubSpot asks Professional and Enterprise customers to take onboarding, and you can do it with HubSpot or with a partner like us.
Our answer library covers the questions we hear most. Pick one, or type your own. If we haven't recorded an answer yet, leave your email and we'll reply, usually within a working day.
Frequently asked questions
Who does HubSpot's new pricing apply to?
New HubSpot customers in Europe, the Middle East and Africa, from 1 October 2026. If you already pay for HubSpot, you stay on your current pricing. HubSpot hasn't announced dates for other regions.
Can existing customers move to seats and credits?
Not part way through a contract at the moment. Existing customers stay on their current pricing. When a renewal or a bigger change comes up, it is worth modelling both, and we can do that for you.
What's the difference between a GTM seat and an Ops seat?
A GTM seat is for people who deal with customers: marketing, sales and service. It covers everything in your edition, including the workspaces, help desk, quotes and sending marketing email. An Ops seat is for the people who build automation, reporting, integrations and data workflows. A GTM seat includes everything an Ops seat does. View-only and developer seats are free.
Can we mix editions, say Professional for sales and Starter for marketing?
No. A portal has one edition, and everyone in it works at that edition. Edition now follows the size and complexity of your business, not which features one team wants.
Do we still pay for marketing contacts?
No. Contacts count towards your edition's total record limit (25,000 on Starter, 250,000 on Professional, 15,000,000 on Enterprise) along with deals, tickets and other records. You pay for the emails you send instead. Any contact can be used for ad targeting.
Which emails use credits?
Every email HubSpot sends: marketing, transactional and automated emails such as meeting reminders and surveys. One-to-one emails, sequences and conversations inbox replies sent from a connected inbox do not use credits.
Do all workflow actions use credits?
No. Actions that create, update or notify use credits each time a record passes through them. Branches, delays, go-to-workflow steps and other flow-control steps are free.
Do unused credits roll over?
No. Included credits and pack capacity reset every month. Unused credits do not carry into the next month.
What happens if we run out of credits?
If you allow pay-as-you-go, extra usage is billed at €10 per 1,000 credits up to the limit you set. When you reach a limit, the features that use credits pause until the next month or until you raise it.
How do we keep HubSpot spend predictable?
Buy packs for the email and workflow volume you know about, add committed credits for regular AI use, set portal, feature and action limits, turn on usage alerts, and pause features when priorities change.
Will HubSpot be cheaper under the new model?
Often for smaller teams, because there is no hub fee and no contacts fee. High-volume email senders can pay more. The only reliable answer comes from modelling your own seats and usage.
Are the prices in pounds?
HubSpot published euro list prices for the region. UK customers are quoted and billed in pounds, so check your quote rather than converting the euro figures.
Get a costed recommendation
Tell us who would use HubSpot and roughly how much email and automation you run. We'll send back the edition, seats, packs and limits we'd recommend, with the reasoning. Already a customer? We'll model the new pricing against what you pay today.
Prices are HubSpot's euro list prices for Europe, the Middle East and Africa as published in October 2026, billed monthly and before discounts. HubSpot may change them. Your quote is the final word - so you know where you stand.
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