Attio vs HubSpot Sales Hub (2026)
Attio is a CRM you shape around your own data model, and HubSpot Sales Hub is the selling layer of a full platform that also runs marketing and service. Attio lets a workspace define its own objects and records, then adds email and calendar sync, enrichment, sequences, call intelligence, workflows and agents on top. More than 30,000 customers use it, including Granola, Modal and Railway. HubSpot gives a sales team pipelines, sequences, calling, forecasting, quotes and Breeze agents on the same CRM as marketing and service, with more than 2,000 integrations in its marketplace. Attio prices Plus at $35 and Pro at $79 a user a month on annual billing, above a free plan for three seats. HubSpot runs from a free tier through Starter at $7, Professional at $90 with $1,500 onboarding and Enterprise at $150. HubSpot documents more for a security review, with four hosting regions, model cards and a logged switch for model training. Attio hosts in the EU only and publishes no training position. Pick Attio to build a CRM your way. Pick HubSpot to run sales on the platform the rest of the business already uses.
- The team wants to define its own objects and records rather than inherit accounts, contacts and deals.
- A free workspace for up to three seats, then $35 a user a month on Plus for up to ten seats, fits the budget.
- Admins need to decide whether a user who runs out of AI credits may draw on the shared workspace pool.
- European data should stay in Europe by default. Attio hosts every workspace on Google Cloud in the EU.
- Agents and AI tools should work through an MCP server, an SDK and an API, which Attio says handle 30 million tool calls and 2.6 billion requests a month.
- Marketing and service already run on HubSpot, and sales should share the same CRM record.
- Data must live in a region you choose. HubSpot hosts in the US, the EU, Canada and Australia and lets a paid account migrate between them.
- Your security team wants model cards and a written training position, with third party providers barred from training and a logged switch for HubSpot's own models.
- Your other tools need to plug in, and HubSpot's marketplace lists more than 2,000 integrations.
- Managers and finance need read access without a paid seat, which free View Only Seats give.
This comparison is published by GTM Tech Index, an independent research platform that compares go to market software vendors objectively. Attio and HubSpot Sales Hub are each graded against the same capability taxonomy, from each vendor's own public materials, under the GTM Tech Index verification standard. No vendor pays for placement, and no vendor has reviewed this page. How this evidence is graded
Plain facts
| Attio | HubSpot Sales Hub | |
|---|---|---|
| Primary category | CRM & Systems of Record | Sales Engagement & Outreach |
| Founded | 2017 | 2006 |
| Headquarters | London, United Kingdom | Cambridge, MA, United States |
| Website | attio.com | www.hubspot.com/products/sales |
Side by Side
| Axis | A Attio |
H HubSpot Sales Hub |
|---|---|---|
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AI Capability
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| AI Centrality | ||
| Autonomy and Oversight Model | ||
| AI Disclosure and Model Transparency | ||
| Operational and Outcome Evidence | ||
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Compliance and Risk
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| Outreach Compliance Posture | ||
| Data Privacy Posture | ||
| Data Licensing and Provenance | ||
| Platform Terms Exposure | ||
| AI Safety and Data Stewardship | ||
| Recipient Disclosure and Authenticity | ||
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Integration and Deployment
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| Ecosystem and Integration Depth | ||
| Deployment Model and Data Residency | ||
| Security Certifications and Trust Center | ||
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Commercial and Operational
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| Commercial Transparency | ||
| Exit and Data Portability | ||
| Deliverability and Sending Discipline | ||
| Segment and Market Coverage | ||
Product updates
The latest logged changes from each vendor, newest first, each linked to its source.
Attio
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Product / capability
Attio shipped Activities, which pull support tickets, social DMs and product events onto a record as structured data, each with a custom schema.
Source -
Product / capability
Attio announced a read only SQL engine that lets Ask Attio, agents and workflows query and calculate across records directly, with SQL results able to trigger workflow actions.
Source -
Safety / governance
Attio shipped workflow history, which shows every step of a workflow run with what it changed and its result.
Source
HubSpot Sales Hub
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Safety / governance
Super Admins can now let supported AI connectors read Sensitive Data properties and engagements in HubSpot accounts with Sensitive Data turned on, in public beta.
Source -
Pricing / packaging
HubSpot relaunched its Starter tier and moved several sales tools into it, including the Prospecting Agent, which researches contacts, watches companies for signals and drafts outreach for review, plus Notetaker for recording and logging meetings, AI Meeting Prep and deal pipeline automation.
Source -
Integration / interoperability
HubSpot released the HubSpot Sales Plugin for Claude, a free plugin that installs the HubSpot connector for Claude plus eight packaged sales skills: /daily-brief, /call-prep, /follow-up, /import, /log-call, /pipeline-pulse, /contact-lookup and a catch all /hubspot skill.
Source
The short version of each
Attio
Attio is a CRM built on a flexible data model, where a workspace defines its own objects, records and pipelines instead of inheriting a fixed structure. Around that core sit two way email and calendar sync, automatic enrichment, call intelligence and sequences on Pro, reporting and forecasts, workflows with AI blocks, Ask Attio, custom agents and a web research agent. An MCP server, an SDK and an API connect it to Claude, ChatGPT and Slack. More than 30,000 customers use it, including Granola, Modal and Railway, and Granola reports 83% faster lead triage. Attio hosts on Google Cloud in the EU, holds ISO 27001 and issued its first SOC 2 Type 1 report in October 2026. Plans run from free for three seats to Plus at $35 and Pro at $79 a user a month on annual billing, with AI credits on top. Its GTM Tech Index entry notes that Attio names its model providers but publishes no position on whether workspace data trains them.
Source: GTM Tech Index, 2026
HubSpot Sales Hub
HubSpot Sales Hub is the selling product on HubSpot's customer platform, built on the same Smart CRM as its marketing, service and data products. A sales team gets pipelines and forecasting, sequences, calling with transcription, meeting scheduling, quotes, playbooks and reporting, and Agent Hub runs the Breeze Prospecting Agent, a customer agent and a data agent on HubSpot Credits. HubSpot hosts in the US, the EU, Canada and Australia, publishes model cards for its AI features, and states which of its own models train within one account or across accounts, behind a logged administrator switch. It is publicly listed, cites data from more than 306,000 customers, and is a Challenger in the 2026 Gartner Magic Quadrant for CRM Sales. Starter costs $7 a seat a month on annual terms, Professional $90 with a $1,500 onboarding fee, and Enterprise $150 with $3,500. Beside Attio on the GTM Tech Index, its main caveat is the enrichment it sells, which names no data source.
Source: GTM Tech Index, 2026
Common questions
How does Attio compare to HubSpot Sales Hub?
Attio is a CRM a team shapes around its own objects and records, with enrichment, sequences, workflows and agents added on top. HubSpot Sales Hub is the sales layer of a platform that also runs marketing and service on one CRM, with a large marketplace and agents billed in credits. Attio suits startups and operations teams that want to build their own system. HubSpot suits companies that want sales on the same record as the rest of the business. Graded by GTM Tech Index against seventeen capability axes from each vendor's own published materials, verified November 3, 2026. No vendor pays for placement.
What do Attio and HubSpot cost?
Attio is free for up to three seats, then Plus at $35 a user a month on annual billing or $44 monthly for up to ten seats, Pro at $79 or $99, and a custom Enterprise plan, with credit packs from $70 a month for 5,000 credits. HubSpot has a free tier for two users, Starter at $7 a seat a month on annual terms or $20 monthly, Professional at $90 or $100 with a $1,500 onboarding fee, and Enterprise at $150 with $3,500 onboarding. HubSpot credits cost $0.010 each beyond the included allowance. Attio does not say how many credits each AI action uses, while HubSpot publishes burn rates for its agents. Graded by GTM Tech Index against seventeen capability axes from each vendor's own published materials, verified November 3, 2026. No vendor pays for placement.
Where do Attio and HubSpot store data?
Attio hosts every workspace on Google Cloud in the EU and offers no other region. HubSpot hosts in regional data centers in the United States, the European Union, Canada and Australia, lets a paid account choose and migrate, and publishes the exceptions where processing leaves the chosen region. A European team is covered by either, while a team that needs US, Canadian or Australian hosting can only get it from HubSpot. Graded by GTM Tech Index against seventeen capability axes from each vendor's own published materials, verified November 3, 2026. No vendor pays for placement.
Does Attio or HubSpot train AI on my CRM data?
HubSpot answers in detail. Third party model providers are barred by contract from training on customer data, some of HubSpot's own models train within one account and some across accounts, and an administrator can opt out through a logged setting. Attio names Google Cloud, OpenAI and Anthropic as its model providers in its subprocessor list but publishes no position on whether workspace data, synced mail included, trains or tunes any model. Graded by GTM Tech Index against seventeen capability axes from each vendor's own published materials, verified November 3, 2026. No vendor pays for placement.
What security certifications do Attio and HubSpot hold?
Attio holds ISO 27001:2022 and issued its first SOC 2 Type 1 report on 27 October 2026, with the report, the certificate and a redacted penetration test available on request through its trust center. HubSpot holds two audit attestations in its own name, serves the summary report and penetration test summaries without a confidentiality agreement, and as a public company has key technology controls audited under financial reporting rules. Graded by GTM Tech Index against seventeen capability axes from each vendor's own published materials, verified November 3, 2026. No vendor pays for placement.
Related comparisons
Other published head to head assessments involving these vendors or their closest peers. The full set for this category is on the Sales Engagement & Outreach page.
Both enrich records with data neither names a source for: Attio on every plan, the free one included, and HubSpot through metered credits. Neither states a lawful basis for the personal information it appends or a route for those people to be told or removed. Both let an assistant or agent draft outreach that leaves from a seller's own mailbox, and neither says whether the recipient is told a machine wrote it.
Ask Attio how many credits each AI action uses, whether workspace data trains any model, and what is deleted after termination. Ask HubSpot which providers supply its enrichment and which Starter price, $7 or $20, the order form will carry.