The Best HubSpot Alternatives (2026)
HubSpot is great until the bill arrives. We tested the best alternatives for UK businesses that want similar power for less - including all-in-one and free options - and ranked the top 6.
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Key takeaways
- Top alternative: GoHighLevel - matches HubSpot's marketing power with flat pricing, native SMS and white-label resale.
- Best free: Zoho and Freshsales; simplest: Pipedrive; email-deepest: ActiveCampaign.
- Why people leave HubSpot: per-seat + per-contact pricing that escalates fast as you scale.
- What to check: pricing model (flat vs per-seat/contact), native SMS, and whether you need HubSpot's polish.
- Price range: free to ~£14-20/user/mo; GoHighLevel ~£77/mo flat for unlimited users.
HubSpot is a superb CRM and marketing platform, but its per-seat and per-contact pricing climbs steeply as you grow, and not every business needs the full inbound suite. We tested the leading HubSpot alternatives for UK businesses - on value, features, ease of use and how well they replace what HubSpot does - and ranked the six best below. Whether you want flat pricing, a free tier, or simply something simpler, there's a strong option here.
The quick verdict
Our top HubSpot alternative is GoHighLevel - it matches HubSpot's marketing and CRM power and adds native SMS and white-label resale for one flat fee with unlimited users, so it doesn't punish growth. For value, try Zoho; for a simple pipeline, Pipedrive; for the best email automation, ActiveCampaign.
At a glance
| Tool | Best for | Pricing model | Free plan? | From (approx) | Score |
|---|---|---|---|---|---|
| GoHighLevel | All-in-one + agencies | Flat fee, unlimited users | No (trial) | ~£77/mo flat | 9.6 |
| Zoho CRM | Value & customisation | Per user (low) | Yes | ~£14/user/mo | 9.0 |
| Pipedrive | Simple sales pipeline | Per user | No | ~£14/user/mo | 9.0 |
| ActiveCampaign | Email automation | Per contact | No | ~£15/mo+ | 8.7 |
| Freshsales | AI on a budget | Per user | Yes | ~£9/user/mo | 8.4 |
| Brevo | Email + SMS on a budget | Per email/volume | Yes | Free / ~£7/mo | 8.3 |
Why switch?
Cost at scale
HubSpot's per-seat and per-contact pricing multiplies as your team and list grow. Flat-fee or per-user alternatives keep costs predictable.
Native SMS
SMS is an add-on in HubSpot. Tools like GoHighLevel include SMS and missed-call text-back as standard for lead follow-up.
Resell potential
Agencies can't white-label HubSpot. GoHighLevel's SaaS Mode lets you resell it as your own software for recurring revenue.
The best alternatives, ranked
GoHighLevel
GoHighLevel replaces HubSpot plus several other tools - CRM, funnels, email, SMS and automation - for one flat ~£77/month with unlimited users and contacts. For businesses leaving HubSpot over cost, that flat pricing is the headline: it doesn't escalate as you add seats or grow your list. You also get native SMS and missed-call text-back (an add-on in HubSpot) and, on Pro, white-label SaaS Mode to resell the platform. The trade-off is polish - HubSpot's interface and email deliverability are more refined, and GoHighLevel has a steeper learning curve. But for agencies and lead-driven SMEs wanting maximum capability per pound, it's the strongest swap. See our GoHighLevel review and HubSpot vs GoHighLevel.
Start Free Trial →Zoho CRM
Zoho delivers enterprise-grade customisation, automation and AI at a fraction of HubSpot's cost, with a free tier for up to three users and an EU data centre for GDPR. If you liked HubSpot's breadth but balked at the price, Zoho - and especially the wider Zoho One suite - covers similar ground far more affordably. It takes more configuration and the interface is busier, but the value is outstanding. See our Zoho review.
Read reviewPipedrive
If HubSpot felt like overkill and you mainly need a clean sales pipeline, Pipedrive is cheaper, simpler and beloved by sales teams, with a superb mobile app. It's lighter on marketing - you'll add email tools or integrations - but for pure sales tracking it's a delight and adoption is effortless. See our Pipedrive review.
Read reviewActiveCampaign
For businesses whose main use of HubSpot was email marketing, ActiveCampaign offers deeper automation and better deliverability, with a capable CRM attached. It's priced by contact count like HubSpot, so it suits manageable lists, but its automation builder is among the best anywhere. See our ActiveCampaign review.
Read reviewFreshsales
Freshsales (by Freshworks) bundles AI lead scoring, a built-in phone and email into an affordable package with a free tier - a strong, lower-cost alternative to HubSpot's Sales Hub for teams that want smart features without the bill. The ecosystem is smaller, but for budget-conscious sales teams it's excellent value.
Brevo
Formerly Sendinblue, Brevo combines email, SMS and a basic CRM with volume-based (not per-contact) pricing and a free tier - appealing if HubSpot's contact-based costs stung. It's simpler and less polished, but for small businesses wanting affordable multi-channel marketing it's a sensible swap.
How to choose a HubSpot alternative (and migrate)
Start by pinpointing why you're leaving HubSpot. If it's cost as you scale, prioritise flat-fee (GoHighLevel) or low per-user (Zoho, Pipedrive) tools. If it's a specific need - SMS, deeper email, simplicity - match the alternative to that. Then plan the migration: export your contacts, deals and email lists from HubSpot (its export tools are straightforward), clean and de-duplicate the data, and rebuild your key automations and pipelines in the new tool first, testing before you switch fully. Keep HubSpot's free tier running briefly as a safety net. Most teams complete a move in one to three weeks. For the broader market, see our best CRM software UK guide.
FAQs
What is the best HubSpot alternative?
GoHighLevel for an all-in-one with flat pricing and native SMS; Zoho for value; Pipedrive for a simple sales pipeline; ActiveCampaign for email automation.
Is there a free HubSpot alternative?
Yes - Zoho, Freshsales and Brevo have free tiers. HubSpot's own free plan is strong too; the issue is cost when you upgrade and scale.
Why do businesses leave HubSpot?
Usually cost - per-seat and per-contact pricing rises steeply as you grow. All-in-one tools with flat pricing like GoHighLevel are a common switch.
Is GoHighLevel cheaper than HubSpot?
Usually, once you have more than a couple of users. GoHighLevel is a flat ~£77/month for unlimited users; HubSpot charges per seat and per contact.
Which HubSpot alternative is easiest to use?
Pipedrive and Freshsales are the easiest to adopt. GoHighLevel is more powerful but takes longer to learn; Zoho is capable but needs configuration.
Can I migrate my data from HubSpot easily?
Yes - HubSpot lets you export contacts, deals and lists. You'll rebuild automations and pipelines in the new tool, which most teams complete in 1-3 weeks.
Which HubSpot alternative is best for agencies?
GoHighLevel, because SaaS Mode lets you white-label and resell it for recurring revenue - something HubSpot doesn't allow.
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