HubSpot's New Pricing Model Explained: Editions, Seats and Credits

From 1 October 2026, new HubSpot customers in the UK and Europe buy HubSpot in a different way. Instead of choosing separate hubs (Marketing, Sales, Service and so on) at different tiers, you choose one edition for the whole platform, pay for a seat for each person who needs one, and use HubSpot Credits for the work the platform does on your behalf, such as marketing emails, workflow actions and AI agents. HubSpot calls this flexible seats-and-credits pricing. If you’re already a HubSpot customer, nothing changes for you at launch: existing accounts stay on their current pricing.

The large platform fees have gone, so getting started on Professional or Enterprise costs far less than it used to. The trade-off is that more of what you pay now depends on how much you use. For some organisations that means a noticeably smaller bill. For others, particularly those that send a lot of marketing email or run heavy automation, it means modelling costs carefully before signing. Below we explain how the new model works, what it costs, what it means for Professional and Enterprise teams, and how to avoid HubSpot’s mandatory onboarding fee, based on HubSpot’s own pricing documentation. If you’re new to the platform, our guide to what HubSpot is is a good place to start.

Buying HubSpot Professional or Enterprise? You don’t have to pay HubSpot’s onboarding fee. HubSpot waives its mandatory onboarding fee when you onboard with an accredited HubSpot partner, such as Pineo. Contact us before you sign and we’ll handle your onboarding and implementation.

Prices checked October 2026. Seat prices are from HubSpot’s pricing page in GBP and EUR, on annual billing and excluding VAT. Ops Seat and credit prices are HubSpot’s published euro list prices. HubSpot changes its prices and runs offers regularly, so always confirm the live figures before you sign.

What’s changing on 1 October

The easiest way to understand the new model is to compare it with the old one.

To put the base price in context: under the old pricing, Marketing Hub Professional alone cost £702 a month in the UK. Under the new model there’s no platform fee, and a seat on Professional starts at £81 (€90) a month. That old fee did include a set allowance of marketing contacts and email sends, though, and under the new model you pay for email through credits or a capacity pack instead. So the fair comparison is your total cost, not the list price.

Editions: one tier for the whole platform

HubSpot now comes in four editions: Free, Starter, Professional and Enterprise. Your edition decides which features you have and how much capacity is included, and everyone in the account works from the same edition.

HubSpot’s own guidance is that Starter suits teams of up to 10 users or up to 5,000 contacts, Professional suits teams with more than 10 users or up to 50,000 contacts, and Enterprise suits businesses with more than 50,000 contacts or a need for tighter governance.

• Free gives up to two users HubSpot’s free tools, including the Smart CRM, with 300 marketing email sends a month.

• Starter covers the essentials: Smart CRM, Breeze Assistant, email marketing, live chat, calling, meeting scheduling and ticket routing, plus the data agent, prospecting agent and agent builder.

• Professional is where workflows arrive, along with custom objects, custom reporting, multi-touch revenue attribution, customer journey analytics, quotes, help desk and social tools. It also unlocks the customer agent, nurture agent and content agent.

• Enterprise adds sandboxes, field-level permissions, content and quote approvals, sensitive data handling, and support for multiple brands and websites.

One thing to watch: “records” now means almost everything in your CRM, not just contacts. Companies, deals, tickets, custom objects and logged CRM activities all count towards the limit. A business with 15,000 contacts and a few years of logged emails, calls and notes can reach Starter’s 25,000 sooner than you’d expect. You can buy extra record capacity in blocks, or move up an edition.

Seats: paying for the people who use HubSpot

Seats decide what each person can do in HubSpot. Every account needs at least one GTM Seat. Beyond that, you only pay for the people who need access, and you can add seats at any time.

• GTM Seat. GTM stands for go-to-market. This seat gives full access to the platform for your edition: marketing, sales and service tools, plus Breeze Assistant and Smart CRM, and everything an Ops Seat includes. HubSpot recommends it for marketing, sales and service users, and Super Admins must have one. On Starter it’s the only paid seat type. The per-seat prices above are GTM Seat prices.

• Ops Seat. Available on Professional and Enterprise only. It gives access to selected automation, reporting and governance tools, such as workflows, custom reporting, dashboards, data sync, integrations, imports and exports, AI agents, user management and permissions, with read access to some GTM tools. It’s designed for operations users who support customer-facing teams, and it costs less than a GTM Seat: HubSpot’s euro list price starts at €50 a month.

• View-only Seat. For people who need to see records and reports but not change anything.

You may also see the names Core Seat and Front Office Seat. Those were the seat types on this pricing before 1 October 2026, and accounts bought before then may still have them.

If you work with a HubSpot partner like us, we work in your account on a free Partner Seat, so bringing in outside help doesn’t add to your seat bill.

What are HubSpot Credits?

HubSpot Credits are how you pay for the work HubSpot does for you, rather than for the people using it. Every paid edition includes a monthly allowance (5,000 credits on Starter, 10,000 on Professional and 15,000 on Enterprise), and credits are only used when a specific action happens, such as an email going out or an AI agent resolving a conversation. Allowances reset every month and unused credits don’t roll over. Extra credits cost €0.01 each, so about a penny.

What uses credits

These are some of the most common actions on HubSpot’s credit rate sheet. For email and workflows, the rate per action drops as your volume goes up.

What doesn’t use credits

• One-to-one emails sent from a connected inbox, including emails sent from a contact record, sequences and the conversations inbox.

• API calls.

• Storing contacts. There’s no separate marketing contacts charge any more, contacts simply count towards your record limit.

Buying more capacity

If you need more than your included credits, there are five ways to add capacity:

• Pay-as-You-Go. Any credits you use beyond your monthly limit are billed monthly in arrears. Useful for seasonal peaks.

• Credit capacity packs. Commit to extra credits in blocks of 1,000 a month for the rest of your term, for more predictable spend.

• Email sends and workflow actions capacity packs (Professional and Enterprise only). A flat monthly fee for a set number of email sends (from 2,000 up to 1,000,000 a month) or workflow actions (500,000 or 500 million a month). Anything within the pack doesn’t use credits at all.

• Agents packs. A flat monthly block of credits you can spend on any AI agent, in three sizes.

• Marketing packs. Email sends, workflow actions and credits bundled for one monthly price, with one pack for each paid edition. The Starter pack includes 2,500 email sends a month, the Professional pack 10,000 and the Enterprise pack 100,000.

For most businesses that send regular marketing email, an email sends pack or a marketing pack is what matters. At 15 credits an email, Professional’s 10,000 included credits would cover roughly 660 marketing emails if you spent them on nothing else. The smallest email pack works out about a third cheaper per email than paying in credits, and the price per email falls sharply at the larger sizes. Starter can’t buy the standalone email sends packs, so its options are the Starter marketing pack or paying for each email in credits.

Staying in control of what you spend

Usage-based pricing understandably makes finance teams nervous, and HubSpot has built in several controls:

• Set credit limits for the whole account, for individual features and for specific actions.

• If you buy extra credits, HubSpot initially caps your account at up to 50% above your committed monthly credits, so a runaway workflow can’t run up an open-ended bill.

• A credits dashboard updates in real time, so you can see exactly which features are using credits.

• You get notified as you approach your limits, and you can pause any feature at any time.

• There are no automatic upgrades. You decide when to add capacity.

Our advice is to set feature-level limits on day one, before any AI agents or large automations go live, and to check the usage dashboard weekly for the first couple of months until you know what normal looks like.

What the new model means for Professional and Enterprise

For larger teams, three decisions shape both what HubSpot can do for you and what it costs: which edition you choose, how you split your seats, and how you budget for credits.

Professional or Enterprise?

Professional covers the full platform most growing organisations need, including workflows, custom objects, custom reporting, attribution and help desk. Enterprise is built for scale and control. In practice, the choice usually comes down to data volume, governance, brands and data sensitivity.

Enterprise also lets you organise users across multiple team levels and connect multiple HubSpot accounts, which matters for groups with several divisions or regions.

Seat design is where larger teams save or overspend

Your seat mix is now one of the biggest levers on cost. GTM Seats are for anyone who works with customers directly or at scale: marketing, sales, service and customer success. The RevOps people, system admins and analysts who build the automation, reporting and governance behind those teams can sit on Ops Seats, which start at €50 a month in HubSpot’s euro price list, against €90 for a GTM Seat on Professional and €175 on Enterprise. Leadership or finance colleagues who only read dashboards can use View-only Seats.

One caveat: an Ops Seat gives read access to GTM tools, not full use of them. Anyone who sends marketing emails, publishes content, runs sequences or creates quotes needs a GTM Seat. Across 50 or more users, getting that split right makes a real difference to the annual bill, so audit who actually does what before you sign rather than giving everyone the same seat.

Licence costs are where larger organisations most often overspend without noticing. We acted as fractional HubSpot manager for apetito’s 160-user Enterprise account across several divisions, and consolidated Octopus Energy’s two HubSpot accounts into one, removing £14,000 a year in licence costs once the duplicate account is retired.

Budgeting for credits at scale

Finance and procurement teams usually want a fixed monthly number, and the new model can give you one:

• Commit to capacity packs for your steady-state volume. The Growth workflow actions pack covers 500,000 actions a month, enough to run 10 automated actions for each of 50,000 contacts every month, and the Scaled pack covers 500 million. Email sends packs go up to 1,000,000 sends a month, agents packs give you a flat monthly budget for AI, and marketing packs bundle email, automation and credits together.

• Don’t over-commit. Committed credits and packs run for your contract term, so size them on normal usage and cover genuine peaks with Pay-as-You-Go.

• Put limits on every feature from day one, so no single workflow, agent or campaign can run away with the budget.

Data, integrations and compliance

• The data warehouse add-on syncs HubSpot with Snowflake, Google BigQuery and Amazon S3, on Professional and Enterprise.

• Professional and Enterprise accounts get 1,000,000 API calls a day, and API calls don’t use credits. Data Studio does use credits, from 50 to 200 each time a dataset is used in a workflow, segment, sync or export, depending on the size of the source.

• Sensitive data handling is included on Enterprise and available as an add-on on Professional.

Will HubSpot cost more or less under the new model?

It genuinely depends on how you use it. The new model moves cost away from fixed platform fees and marketing contact tiers and towards what you actually do in HubSpot.

Likely to benefit:

• Organisations with large databases. Marketing contacts are no longer charged separately, and Enterprise includes 15 million records.

• Teams that need features from several hubs, who now buy one edition rather than paying for Marketing, Sales and Service separately.

• Seasonal businesses, who can cover quiet months with included credits and use Pay-as-You-Go for busy ones, rather than paying all year for their busiest month.

• Larger teams with plenty of operations or occasional users, thanks to lower-cost Ops Seats and View-only Seats.

Worth modelling carefully:

• High-volume email senders. Email is the key cost to model, whether you pay through credits, an email sends pack or a marketing pack.

• Larger marketing teams. Marketing users need a GTM Seat, the same seat type as sales and service, so price in your marketing headcount.

• Heavy automation users running complex workflows across large databases.

• Businesses with lots of historical CRM data, because logged activities count towards record limits.

• Multi-brand or multi-website businesses. Additional root domains and the Brands add-on now sit at Enterprise level.

• Anyone planning a big migration. Data syncs, imports that trigger workflows and workflow testing during setup can use far more credits than normal day-to-day running, so budget for a busier first month or two.

How to avoid HubSpot’s mandatory onboarding fee

The short answer: onboard with an accredited HubSpot partner, such as Pineo, and HubSpot waives its onboarding fee.

HubSpot requires onboarding on Professional and Enterprise, and for good reason: it wants every new account in trusted hands during implementation, so the project goes well and your teams actually adopt the platform. What many buyers don’t realise is that you choose who does that onboarding, and your choice decides whether you pay HubSpot’s onboarding fee.

Either way, you’re onboarded by people HubSpot trusts. The difference is that when you choose your own partner, you don’t pay HubSpot’s fee, and the money goes into the implementation itself. As a guide to what’s at stake, under the old pricing HubSpot’s one-off onboarding fees in the UK ran from £1,310 to £6,090 per hub.

When we onboard a client, that budget goes on the work that actually sets up your account:

• Migrating your data, and cleaning it up on the way in.

• Building your pipelines, properties and permissions around how your teams really work.

• Setting up your workflows, integrations and reporting.

• Training your teams on the setup they’ll actually use.

• Sizing your seats, capacity packs and credit limits so your bill matches your usage from day one.

Onboarding is decided when your HubSpot quote is put together, so talk to a partner before you accept a quote from HubSpot, not after. If you’re buying HubSpot Professional or Enterprise, contact Pineo about your implementation and onboarding first. As an accredited HubSpot partner, we onboard you ourselves, so HubSpot’s onboarding fee is waived and your budget goes into the work that sets your account up properly. We cover the wider trade-offs in HubSpot partner or DIY.

I’m already a HubSpot customer. Does this affect me?

Not at launch. HubSpot has confirmed that existing customers stay on their current pricing, and accounts won’t be moved to the new model at renewal or mid-contract. Cancelling and repurchasing won’t switch you over either. If your company runs several HubSpot accounts and your existing ones are on current pricing, any new account you add stays on current pricing too.

HubSpot hasn’t said whether or when existing customers will move across, so it’s worth understanding the new model now, even if it doesn’t apply to you yet.

If you’re part-way through buying HubSpot: a quote HubSpot issued before 1 October can still be signed on the pricing it was quoted on, while the quote is valid. That gives some buyers a real choice between the two models for a short window, so if that’s you, price both before you sign.

Other things worth knowing

• Support. Starter includes email and chat support. Professional and Enterprise add phone support.

• Add-ons. Transactional email, dedicated IP and data warehouse add-ons are available on Professional and Enterprise. Sensitive data is an add-on on Professional and included on Enterprise. The Brands add-on is Enterprise only.

• Calling. Calling comes with GTM Seats: 100 minutes per GTM Seat a month on Starter, 250 on Professional and 500 on Enterprise, pooled across the account, with extra minutes paid for with credits. If your teams rely heavily on the phone, it’s still worth pricing a dedicated phone system. We usually recommend Aircall alongside HubSpot: it has its own per-user licence, so callers don’t need a HubSpot seat, and it handles things HubSpot’s native calling doesn’t, such as warm transfers.

How to work out the right setup

Before you speak to HubSpot (or to us), it helps to have rough answers to six questions:

1. Who needs access, and what do they do? List your users and split them into people who work with customers, including marketing, sales and service (GTM Seats), operations people who build and run the system (Ops Seats) and people who only need to look (View-only Seats).

2. How many records do you have? Count contacts, companies, deals and tickets, and remember that logged activities count too.

3. How much email do you send? Add up newsletters, automated emails and transactional emails in a typical month and in your busiest month.

4. What will you automate? Estimate how many contacts go through your workflows and roughly how many actions each one runs.

5. Which AI agents will you actually use? Start with one or two where the value is clear, such as the customer agent on your support inbox, and measure the results before adding more.

6. What governance do you need? Sandboxes, field-level permissions, content and quote approvals, sensitive data or multiple brands and websites all point to Enterprise.

With those answers in hand, choosing an edition, a seat mix and the right capacity packs becomes a straightforward calculation rather than a guess.

Getting it right from day one

The new model is easier to understand than the old hub-by-hub pricing, and for many businesses it will cost less. But because more of the bill now follows usage, how HubSpot is set up matters more than ever. A well-built workflow runs fewer actions, clean data keeps you under your record limit, and the right capacity packs stop email costs creeping up.

We’re a HubSpot agency that works hands-on in our clients’ accounts, from growing teams on Professional to multi-division Enterprise portals. If you’re weighing up HubSpot Professional or Enterprise under the new pricing, or want to see how it compares with what you pay now, book a discovery call. We’ll help you work out the edition, seat mix and credits that fit how your organisation actually runs, and show you how to avoid HubSpot’s onboarding fee by onboarding with us.