HubSpot vs Klaviyo
Compare HubSpot and Klaviyo on features, pricing, and buyer fit using the same researched criteria.
HubSpot
CRM platform with free core CRM plus Sales, Marketing, Service, and Content Hubs for growing teams.
Best for
- • SMB and mid-market teams wanting free CRM now and room to expand into hubs later
- • Organizations aligning marketing + sales + service on one customer platform
- • Teams that value Marketplace integrations and AI assistants (Breeze)
Starting from $15.00/user/mo
Free plan available
VS
Our verdict
No universal winner. Choose based on which criteria matter most for your team.
Klaviyo is better for
- ✓ Automation
- ✓ Landing pages
- ✓ Analytics
Tie
- • Templates
- • Integrations
Choose HubSpot if: SMB and mid-market teams wanting free CRM now and room to expand into hubs later
Choose Klaviyo if: Ecommerce brands needing email + SMS with catalog-aware flows
Klaviyo
Ecommerce email + SMS platform with Shopify-native flows, revenue attribution, and active-profile billing.
Best for
- • Ecommerce brands needing email + SMS with catalog-aware flows
- • Shopify-centric teams prioritizing revenue attribution
- • Growth-stage stores where lifecycle automation is the primary job
Starting from $20.00/user/mo
Free plan available
HubSpot vs Klaviyo at a glance
Criterion-level leaders from verified research.
Scorecard preview
Criterion leaders based on verified research — open the Scorecard tab for evidence detail.
- Starting pricingDepends
HubSpot
Klaviyo
- Contact / subscriber limitsDepends
HubSpot
Klaviyo
- Email send limitsDepends
HubSpot
Klaviyo
- AutomationKlaviyo
HubSpot
Klaviyo
- TemplatesTie
HubSpot
Klaviyo
Which email marketing is better for you?
Quick picks based on fit — not a universal ranking.
- → Klaviyo
Best for automation
Klaviyo leads on automation (8/10 vs 9/10) from approved SoftwareGlimpse editorial assessments — not hands-on lab testing.
- → Klaviyo
Best for landing pages
Stronger coverage across landing pages.
- → Klaviyo
Best for analytics
Klaviyo leads on analytics (8/10 vs 9/10) from approved SoftwareGlimpse editorial assessments — not hands-on lab testing.
The biggest differences
Where the products diverge most clearly on verified criteria.
Starting pricing
DependsHubSpot
HubSpot researched starting price from $15/mo; a free plan is researched; Klaviyo researched starting price from $20/mo; a free plan is researched. Contact-based packaging can change the real TCO.
Klaviyo
HubSpot researched starting price from $15/mo; a free plan is researched; Klaviyo researched starting price from $20/mo; a free plan is researched. Contact-based packaging can change the real TCO.
Automation
Klaviyo winsHubSpot
Trails Klaviyo on this criterion
Klaviyo
Klaviyo leads on automation (8/10 vs 9/10) from approved SoftwareGlimpse editorial assessments — not hands-on lab testing.
Segmentation
DependsHubSpot
HubSpot vs Klaviyo on segmentation is not a scored universal winner in current research — choose by job fit.
Klaviyo
HubSpot vs Klaviyo on segmentation is not a scored universal winner in current research — choose by job fit.
Analytics
Klaviyo winsHubSpot
Trails Klaviyo on this criterion
Klaviyo
Klaviyo leads on analytics (8/10 vs 9/10) from approved SoftwareGlimpse editorial assessments — not hands-on lab testing.
Templates
TieHubSpot
HubSpot and Klaviyo are close on templates (8/10 vs 8/10) from approved SoftwareGlimpse editorial assessments — not hands-on lab testing.
Klaviyo
HubSpot and Klaviyo are close on templates (8/10 vs 8/10) from approved SoftwareGlimpse editorial assessments — not hands-on lab testing.
Which should you choose?
Choose HubSpot if
- SMB and mid-market teams wanting free CRM now and room to expand into hubs later
- Organizations aligning marketing + sales + service on one customer platform
- Teams that value Marketplace integrations and AI assistants (Breeze)
Choose Klaviyo if
- Ecommerce brands needing email + SMS with catalog-aware flows
- Shopify-centric teams prioritizing revenue attribution
- Growth-stage stores where lifecycle automation is the primary job
Related comparisons
Alternatives to consider
Salesforce
Enterprise CRM platform for sales, service, marketing, and customer data across large and mid-market teams.
Pipedrive
Pipeline-first sales CRM for visual deal management, activity-based selling, and growing sales teams.
Freshsales
Freshworks sales CRM for lead management and pipeline workflows.
Dynamics 365
Microsoft Dynamics 365 Sales CRM for pipeline management, forecasting, and Microsoft 365 / Copilot workflows.
How we compare
A short look at the comparison process. Full methodology
1
Collect
Collect official product information, pricing, and product evidence.
2
Normalize
Map evidence to the same category evaluation criteria for both products.
3
Compare
Evaluate both products against identical criteria — ties and depends are allowed.
4
Explain
Show why each product wins, loses, or ties, with evidence behind the outcome.
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- No invented scores or prices
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