Best CRM Software 2021

HubSpot Competitors & Alternatives

Are you considering using HubSpot manage your potential and existing customer relationships? Before choosing a software, it’s important to learn about other CRM software platforms for small businesses. The top six alternatives are listed below, along with valuable insights about their features, pricing, and usability.

The information in this article is based on our research, interviews with customers, as well as dozens of hours hand-testing CRM software. The details of our review process and research methodology can be found in the Why You Should Trust Us section on our CRM category page.

HubSpot is our highest rated CRM platform. It is an advanced, all-in-one platform that can support medium and large businesses. However, its features are also user-friendly enough for those who are newer to CRM software. We also recommend it for those who need high-quality digital marketing tools like email and social media marketing.


There are six CRM solutions that are worth considering before you purchase HubSpot. They primarily differentiate based on the features offered and ease of use. Understanding these differences will help you determine which platform will work best for your business.

  • If you want an advanced, affordable tool and currently use other Zoho products, then we recommend Zoho CRM
  • If you want a highly customizable, advanced platform that can also support enterprises, then we recommend Salesforce
  • If you want a basic CRM that integrates tightly with Google Workspace, then we recommend Copper
  • If you need a basic, user-friendly CRM and primarily need a tool for deal management, then we recommend Pipedrive
  • If you need a beginner solution and need a strong set of communication channels and digital marketing tools, then we recommend Freshworks CRM
  • If you are a small business that needs a reliable, all-in-one solution with multiple communication channels, then we recommend Vtiger

Here’s a breakdown of our review criteria. We rate each piece of software based on its features, usability, pricing, and customer support availability. Here is how HubSpot and it’s competitors rank in each category.

Software CompanyAnalyst RatingFeaturesUsabilityPricingCustomer Support
HubSpot919.59.589
Zoho CRM8998.599
Freshworks CRM868.757.57.58
Copper848.2598.58
Pipedrive837.75989
Vtiger828.257.758.58
Salesforce818.757.57.58

In this article, we’ll provide an overview of HubSpot as a CRM platform. Afterwards, we’ll compare and contrast HubSpot against its top competitors. If you’d like a full description of HubSpot, check out our in-depth HubSpot review.

Table of Contents

HubSpot Top Features

HubSpot offers standard and advanced features that help businesses effectively manage relationships with potential and existing customers. This includes tools for lead capture, contact and deal management, workflow automation, and insights reporting. Below we describe the 10 most important features in HubSpot.

HubSpot FeatureDescription
Lead CaptureLead capture refers to the process of acquiring someone’s information with the goal of converting them into a paying customer. HubSpot offers one of the widest ranges of lead capture methods among its competitors – including forms, social media, live chat, and email.
Contact ProfilesThe more information you have on a contact, and the more unique a profile, the better the chance you have of converting that contact into a customer. HubSpot lets you create robust contact profiles. Besides standard information like emails, phone numbers, related deals, and files, you can also capture website activity and someone’s lead source.
Marketing Communication ChannelsA key element in converting your contacts into a customer is maintaining consistent communication. HubSpot offers three communication channels – email marketing campaigns, social media marketing, and phone.
Lead ScoringA lead score is a numerical value that reflects how likely a lead is to become a paying customer. HubSpot lets you choose positive or negative score criteria based on contacts, deals, form submissions, email behavior, and ad interactions.
Task ManagementTasks in a CRM are actions that help bring deals to completion. HubSpot lets you edit a task’s title, associate deals, choose priority levels, and include notes. You can also set reminders, which reduce the chance of losing a potential deal.
PipelinesThese let you visually track the progress of prospective customers through each deal stage. HubSpot’s pipelines feature works well for businesses with over 50 simultaneous deals. You can create custom pipelines and stages, insert a "win probability" at each stage, drag and drop deals between stages, and use over 35 filters to organize your deals.
Workflow AutomationsWorkflow automations save time and reduce the chance for human error. HubSpot offers sequences and triggered events as workflow automation tools. Sequences help deliver highly personalized drip marketing campaigns and triggered events can be used for larger, generalized cases like instant follow-ups and contact assignment.
Insights ReportingCRM reporting offers key data that helps businesses make tactical changes and strategic decisions where needed. This includes important insights like deals won and lost, pipeline progression, your sales forecasting, and sales funnel. You can also choose a wide range of data visualization styles – including bar, line, donut, KPI, and pivot table.
IntegrationsThese expand the functionality of your CRM and eliminate the need to toggle back and forth between systems. Some of the key integrations that HubSpot offers includes Google Workspace, Zapier, Slack, Zoom, Intercom, and Shopify.
Mobile CRMA mobile CRM gives you the best chance in ensuring that your customers are getting the best service possible at all times. HubSpot’s mobile CRM is well rounded – you can view information related to your tasks, meetings, contacts, deals, and activity related to emails, forms and leads.

HubSpot Competitor Overview: Features

The chart below shows you the main features found in CRM software, and ones offered by each solution. You’ll notice that many solutions offer the same features, therefore it’s important that when analyzing each option, you focus on the quality of each feature.

HubSpot feature comparison chart vs. competitors

HubSpot Competitor Overview: Pricing

HubSpot is a very robust and feature-rich platform. It is also one of the most expensive available, with its entry plan at $50 per month and most expensive plan at $4,000 per month. Its price is most comparable to Salesforce’s, but HubSpot is much more user-friendly. However, HubSpot does offer a robust, free CRM plan that allows for up to three users.

CRM SoftwarePlan Pricing
HubSpot
  • Starter: $50 per month
  • Professional: $1780 per month
  • Enterprise: $4000 per month
Zoho CRM
  • Standard: $20 per month
  • Professional: $35 per month
  • Enterprise: $50 per month
  • Ultimate: $65 per month
Freshworks CRM
  • Starter: $35 per month
  • Professional: $85 per month
  • Enterprise: $149 per month
Copper
  • Basic: $29 per month
  • Professional: $59 per month
  • Business: $119 per month
Pipedrive
  • Essential: $18 per month
  • Advanced: $33 per month
  • Professional: $59 per month
  • Enterprise: $99 per month
Vtiger
  • Pilot: Free
  • One Professional: $42 per month
  • One Enterprise: $58 per month
Salesforce
  • Essentials: $25 per month
  • Professional: $75 per month
  • Enterprise: $150 per month
  • Unlimited: $300 per month

Top HubSpot Competitors

HubSpot is an advanced, all-in-one CRM solution. It has the capability to support medium and large businesses with complex workflows, but is also user-friendly enough for those who are newer to CRM software.

When compared to its competitors, it is similar to Salesforce in terms of platform advancedness and offers a similar ease of use to Freshworks CRM.

The top HubSpot competitors are:

  • Zoho CRM
  • Freshworks CRM
  • Copper
  • Pipedrive
  • Vtiger
  • Salesforce

1. Zoho CRM

Zoho CRM is an affordable, advanced CRM platform. Zoho CRM is less user-friendly and less feature-rich than HubSpot. Overall, we recommend Zoho CRM to small businesses with a smaller budget who are looking to scale their business. We also recommend it to those who currently use other Zoho products like Zoho Forms and Zoho SalesIQ.

You'll prefer HubSpot if:

  • You want a robust, free CRM plan
  • You operate a medium or large business
  • You want high-quality digital marketing tools
You'll prefer Zoho CRM if:

  • You want a more affordable, advanced CRM solution
  • You use other Zoho products – including Zoho Forms and Zoho SalesIQ
  • You want a solution that’s HIPAA compliant
Zoho CRM
Rating: 89
Starting Price: $20 per month

Zoho CRM is a CRM platform that is used by over 150,000 customers. It's ideal for those who need a more affordable, advanced solution and currently use other Zoho products.

Pros:
  • Zoho CRM is an affordable, advanced CRM solution
  • Zoho CRM offers seamless integrations with its other products – including Zoho Forms and Zoho SalesIQ
  • Zoho CRM is HIPAA compliant
  • Zoho CRM offers a free plan
Cons:
  • Zoho CRM has a slight learning curve
  • Zoho CRM’s UI is clunky
  • For an advanced platform, some of Zoho CRM’s features are basic – i.e. its task management feature

2. Freshworks CRM

Freshworks CRM is a beginner CRM that works well for small businesses who need strong communication tools. In comparison to HubSpot, Freshworks is less feature-rich, but is much more affordable and is a more user-friendly platform.

You'll prefer Freshworks CRM if:

  • You want a more affordable CRM that is better for small businesses
  • You want a HIPAA compliant solution
  • You want to take advantage of Freddy AI for lead scoring
You'll prefer HubSpot if:

  • You want a robust, free CRM
  • You want a user-friendly, advanced CRM solution
  • You want high-quality digital marketing tools
Freshworks CRM
Rating: 86
Starting Price: $35 per month

Freshworks CRM is a CRM platform with over 40,000 customers. It's ideal for small businesses with a slightly larger budget and need a strong set of communication channels and digital marketing tools.

Pros:
  • Freshworks CRM offers one of the widest ranges of communication channels – email, live chat, SMS, and phone
  • Freshworks CRM offers Freddy AI, which uses data to predict how well a contact fits with your business
  • Freshworks CRM offers high-quality, powerful live chat and email marketing tools
Cons:
  • Freshworks CRM is a relatively expensive platform
  • Freshworks CRM only offers two lead capture methods – forms and emails
  • Freshworks CRM does not let you set reminders for tasks

3. Copper

Copper is a basic CRM platform that can support SMBs who are new to CRM software. When compared to HubSpot, Copper is more user-friendly and is better for small businesses with simple workflows. We also highly recommend it to those who currently use Google Workspace.

You'll prefer Copper if:

  • You prefer a more basic CRM solution
  • You use Google Workspace for your business
  • You want a more affordable CRM
You'll prefer HubSpot if:

  • You operate a larger business
  • You prefer a user-friendly, advanced CRM solution
  • You need high-quality digital marketing tools
Copper
Rating: 84
Starting Price: $29 per month

Copper is a CRM software solution that is used by over 25,000 customers. It's ideal for SMBs that only need a basic CRM and currently use Google Workspace.

Pros:
  • Copper is one of the more user-friendly CRMs available
  • Copper integrates tightly with Google Workspace
  • Copper offers a built-in email marketing tool
Cons:
  • Copper only offers one in-platform communication channel – email
  • Copper does not offer an in-platform lead capture forms feature
  • Copper is not HIPAA compliant

4. Pipedrive

Pipedrive is a basic CRM that works best for individuals and SMBs. When compared to HubSpot, Pipedrive is much less robust, but is more user-friendly and affordable. We recommend Pipedrive for those who primarily need a CRM for visual deal management.

You'll prefer Pipedrive if:

  • You prefer a solution that can better support individuals and entrepreneurs
  • You want a more affordable CRM
  • You primarily need a CRM for visual deal management
You'll prefer HubSpot if:

  • You are a medium or large business
  • You prefer a user-friendly, advanced CRM solution
  • You need high-quality digital marketing tools
Pipedrive
Rating: 83
Starting Price: $18 per month

Pipedrive is a basic CRM software tool used by over 95,000 customers. It's ideal for individuals and SMBs who mainly need a solution to visually manage their deals and pipelines.

Pros:
  • Pipedrive is a better fit for individuals and entrepreneurs
  • Pipedrive is user-friendly and offers an intuitive interface
  • Pipedrive offers an in-platform live chat lead capture tool
Cons:
  • Pipedrive’s task management feature does not let you set reminders
  • Pipedrive does not offer an in-platform email campaign feature
  • Pipedrive does not offer an automatic activity feed
  • Pipedrive does not offer lead scoring

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5. Vtiger

Vtiger is a reliable, all-in-one CRM solution that offers a wide range of communication channels. In comparison to HubSpot, HubSpot is the better all-in-one solution because its features are more robust as well as user-friendly.

You'll prefer Vtiger if:

  • You want a more affordable, basic CRM solution
  • You want SMS as a communication channel
  • You want a platform that’s HIPAA compliant
You'll prefer HubSpot if:

  • You operate a larger business
  • You prefer a user-friendly, advanced CRM solution
  • You need high-quality digital marketing tools
Vtiger
Rating: 82
Starting Price: Free

Vtiger is a popular CRM solution with over 300,000 customers. It's best for smaller businesses who need a reliable, all-in-one solution with multiple communication channels.

Pros:
  • Vtiger offers a robust free plan that allows up to 10 users
  • Vtiger offers a wide range of communication channels – email, direct messaging, SMS, and phone
  • Vtiger is HIPAA compliant
Cons:
  • Vtiger’s UI is not the most intuitive
  • Vtiger’s lead capture form only works well for creating simple forms
  • Vtiger’s triggered events tool does not let you view your workflow visually

6. Salesforce

Salesforce is an advanced, and highly customizable CRM solution. In comparison with HubSpot, Salesforce has a steeper learning curve and is better for businesses who want to scale to an enterprise level.

You'll prefer Salesforce if:

  • You want to scale your business to an enterprise level
  • You want a highly customizable CRM platform
  • You want a solution that is HIPAA compliant
You'll prefer HubSpot if:

  • You want a solution that better supports SMBs
  • You want a more user-friendly, advanced CRM solution
  • You need high-quality digital marketing tools
Salesforce
Rating: 81
Starting Price: $25 per month

Salesforce is an advanced CRM software tool used by over 150,000 customers. It's ideal for those who have a large budget and are looking to scale their business to enterprise-level. We highly recommend having assistance from a Salesforce representative when it comes to customizing your platform.

Pros:
  • Salesforce is the most scalable, customizable solution for large enterprises
  • Salesforce includes its own AI system called Einstein AI, which provides predictive analytics, natural language processing capabilities, and machine learning
  • Salesforce is HIPAA compliant
Cons:
  • Salesforce has a steeper learning curve
  • Salesforce is one of the more expensive platforms in the market
  • Salesforce is not the best option for SMBs
Amy Yang

Amy Yang is a Junior Research Analyst at SoftwarePundit, where she conducts in-depth analyses on software markets and products. Amy has expertise in content production and managing digital and social platforms. She has a Bachelor of Science in Communication & Media, and a Minor in Web Programming and Applications from NYU. You can connect with Amy on LinkedIn.

Amy is an expert in several software categories including:

  • Course creation software
  • Electronic signature software
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