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Most buyers should pick Klaviyo.
Choose Klaviyo for B2C commerce teams prioritizing email and SMS, customer profiles, and profile-based campaign automation. Its free tier is capped at 250 active profiles and 500 email sends per month; paid email starts at $20/month for 251–500 profiles. Choose HubSpot Marketing Hub if you want marketing tied to HubSpot CRM and broader content and campaign tools. Starter is listed at $7 per seat, though the page does not clearly break out monthly versus annual pricing; Professional is listed at $90 per seat.
01Side by side
| Klaviyo | HubSpot Marketing Hub | |
|---|---|---|
| Starting price | $20/month for 251–500 active profiles | $7/seat; monthly-versus-annual price unclear |
| Free plan | 250 profiles; 500 email sends monthly | Free plan includes CRM records and two-way data sync |
| Best for | B2C brands focused on email and SMS | Teams linking marketing campaigns to HubSpot CRM |
| Core strength | Unified customer profiles and omnichannel messaging | CRM-connected content, campaigns and funnel reporting |
| Learning curve | Review ease score: 7.5/10 | Review ease score: 5/10 |
| Integrations and data | 400+ integrations; real-time customer data platform | Two-way sync with dozens of apps; unified CRM records |
| Team and seat costs | Profile-based billing; SMS credits add to cost | $90–$175/seat for Pro–Enterprise; extra seats billed |
| Support | Free-plan email support lasts 60 days | Starter includes email and in-app chat support |
Klaviyo Choose Klaviyo if
- Choose Klaviyo if email and SMS drive your B2C marketing.
- Choose Klaviyo if real-time commerce profiles and 400+ integrations matter.
- Choose Klaviyo if profile-based pricing fits your list size.
HubSpot Marketing Hub Choose HubSpot Marketing Hub if
- Choose HubSpot Marketing Hub if you already use its CRM.
- Choose HubSpot Marketing Hub if content, ads, and social need one hub.
- Choose HubSpot Marketing Hub if you need multi-touch attribution.
02Pricing compared
Klaviyo’s free plan allows up to 250 active profiles, 500 email sends per month, and $5 in monthly mobile messages and Composer usage. Paid Email starts at $20 per month for 251–500 profiles; the Email and SMS tier starts at $35, including 1,250 SMS/MMS credits. Pricing rises with profile count and message credits, and the page lists no annual discount.
HubSpot lists Free, then Starter at $7 per seat and Professional at $90 per seat. Its pricing page defaults to annual billing, but the published pricing information does not break out monthly prices or clarify the billing period for those figures. Additional seats cost extra, and HubSpot Credits power some AI and automation features. Compare total seats and usage, not just the entry price: Klaviyo’s bill scales with profiles and messaging, while HubSpot’s listed paid prices are per seat.
03Features and depth
Klaviyo is the more focused fit for B2C messaging and customer data. Its platform unifies behavioral, transactional, and engagement data, then uses profiles for segmentation and campaign decisions. Email and SMS are central, with RCS, WhatsApp, mobile push, and web events also listed. Composer can plan cross-channel campaigns for approval; Klaviyo says Customer Agent resolves 65% of support questions. The product lists 400+ integrations.
HubSpot Marketing Hub connects marketing activity to HubSpot CRM records. Its listed tools span email, social, ads, forms, SEO/AEO, analytics, and reporting. Content Agent creates content, Nurture Agent adapts emails using CRM data and behavior, and Campaign Agent plans campaigns. Professional includes advanced automation, social account management, and AI search visibility tools; advanced reporting includes multi-touch attribution and customer journey analytics, per the homepage. In short, Klaviyo emphasizes customer profiles and messaging, while HubSpot covers a broader set of marketing work tied to its CRM.
04Ease of use and learning curve
The published review scores put Klaviyo at 7.5 for ease of use and HubSpot at 5. Those scores are directional, not a promise that either platform will be simple for every team.
Klaviyo’s pricing and setup revolve around active profiles, message credits, and channels, so teams should track how list growth and SMS use affect spend. HubSpot offers a wider toolset connected to its CRM, but teams may need to account for seats, AI credits, and plan-level features. If you already manage contacts in HubSpot, its shared CRM may reduce tool-switching; if your work centers on B2C email and SMS, Klaviyo’s narrower focus may be easier to map to your campaigns.
Questions people ask
Which is cheaper, Klaviyo or HubSpot Marketing Hub?
The entry prices are not directly comparable. Klaviyo Email starts at $20 per month for 251–500 profiles. HubSpot Starter is listed at $7 per seat, but the pricing page’s annual-billing default and monthly-price details are unclear. Your total depends on list size and messaging for Klaviyo, or seats and credits for HubSpot.
Is Klaviyo or HubSpot better for ecommerce?
Klaviyo is the more direct fit for B2C commerce teams focused on email, SMS, customer profiles, and profile-based automation. HubSpot may suit teams that want marketing activity connected to its CRM, content tools, and broader campaign reporting. Compare the channels and CRM your team actually uses before choosing.
What does Klaviyo’s free plan include?
Klaviyo’s free plan includes up to 250 active profiles and 500 email sends per month, plus $5 per month for mobile messages and $5 for Composer usage. It also includes email support for the first 60 days, according to the published pricing details.
Does HubSpot Marketing Hub charge per user?
The published pricing lists Starter at $7 per seat per month, Professional at $90, and Enterprise at $175. The page defaults to annual billing and does not clearly break out monthly pricing. Additional seats are billed per user beyond the plan minimum, and some AI features use HubSpot Credits.