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
Feature comparison
Grouped feature support from verified product research for HubSpot and Klaviyo.
Campaigns
| Feature | HubSpot | Klaviyo | Winner |
|---|---|---|---|
| Email campaigns | Not evidenced | Strong | — |
| Newsletter builder | Not evidenced | Strong | — |
| Email templates | Not evidenced | Strong | — |
| Drag-and-drop editor | Not evidenced | Strong | — |
| Landing pages | Not evidenced | Moderate | — |
| Forms | Not evidenced | Strong | — |
Automation & targeting
| Feature | HubSpot | Klaviyo | Winner |
|---|---|---|---|
| Automation workflows | Not evidenced | Strong | — |
| Segmentation | Not evidenced | Strong | — |
| Personalization | Not evidenced | Strong | — |
| A/B testing | Not evidenced | Strong | — |
| Transactional email | Not evidenced | Moderate | — |
Platform
| Feature | HubSpot | Klaviyo | Winner |
|---|---|---|---|
| Analytics | Not evidenced | Strong | — |
| Deliverability tools | Not evidenced | Strong | — |
| AI content generation | Not evidenced | Strong | — |
| AI assistance | Strong | Not evidenced | — |
Additional capabilities
| Feature | HubSpot | Klaviyo | Winner |
|---|---|---|---|
| Contact management | Strong | Strong | Tie |
| Lead management | Strong | Not evidenced | — |
| Pipeline management | Strong | Not evidenced | — |
| Deal management | Strong | Not evidenced | — |
| Custom fields | Strong | Not evidenced | — |
| Custom pipelines | Strong | Not evidenced | — |
| Email sync | Strong | Not evidenced | — |
| Email sequences | Strong | Not evidenced | — |
| Workflow automation | Strong | Not evidenced | — |
| Sales automation | Strong | Not evidenced | — |
| Reporting | Strong | Not evidenced | — |
| Forecasting | Moderate | Not evidenced | — |
| Lead scoring | Moderate | Not evidenced | — |
| Integrations | Strong | Not evidenced | — |
| Single sign-on | Moderate | Not evidenced | — |
| Role permissions | Moderate | Not evidenced | — |
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