HubSpot has changed its pricing model. Do you need to take action now?
In short: As an existing customer, not yet—unless HubSpot has announced an individual migration for you. Since October 1, 2026, HubSpot has been selling under a new model in Europe, the Middle East, and Africa (EMEA): Flexible Seats & Credits. This applies to new accounts. Selected existing customers may be migrated after receiving direct notification from HubSpot.
Still, it’s worth taking a closer look. Anyone just getting started or planning their next renewal should know how costs will be structured going forward. In this post, we explain:
- what has changed in the HubSpot pricing model
- how the old and new models differ
- what this means for new customers, existing customers, and contract renewals
- FAQ
- What to Keep in Mind When Planning
Our goal: clarity instead of uncertainty.
The New HubSpot Pricing Model Explained Simply
The new model consists of three components: an edition for the entire account, seats for the people who work with HubSpot, and credits for the services HubSpot provides for you.
1. One Edition Instead of Individual Hubs
You no longer select the Marketing Hub, Sales Hub, and Service Hub individually. Instead, a single edition applies to the entire platform: Free, Starter, Professional, or Enterprise. The edition determines the feature set and capacity limits. It is no longer possible to combine different tiers across hubs.
2. Seats: You pay per person
- GTM Seat (Go-to-Market): Full access, including customer-facing workspaces for Sales, Service, and Customer Success. Every account requires at least one.
- Ops Seat (Professional and Enterprise only): Access to core features such as automation, reporting, and user management. More affordable than a GTM Seat.
- View-only Seat: For colleagues who only view dashboards and data sets.
There are no minimum seat requirements. The key question for assignment is: Does the person work directly with customers or not?
Accounts that purchased the plan before October 1, 2026, may still use the previous terms “Core Seat” and “Front Office Seat” (HubSpot Knowledge Base).
3. HubSpot Credits: You pay for usage
Credits cover activities that HubSpot performs automatically: marketing emails, workflow actions, and AI agents. Each paid plan includes a monthly allowance. Unused credits expire at the end of the month.
|
Edition |
GTM Seats / Month* |
Incl. Credits / Month |
CRM Records Included |
|
Starter |
Starting at €20 |
5,000 |
25,000 |
|
Professional |
Starting at 100 € |
10,000 |
250,000 |
|
Enterprise |
Starting at 175 € |
15,000 |
15 million |
*Prices per seat per month, as of October 2026. GTM seats start at 20 euros in Starter, 100 euros in Professional, and 175 euros in Enterprise. Ops seats are available in Professional and Enterprise starting at 50 euros per month. This model is in a limited release; terms are subject to change (HubSpot: Flexible Seats-and-Credits Pricing Product and Services Catalog Supplement).
What uses up credits, and what doesn’t?
✅ Uses credits: Marketing and automated emails, workflow actions, AI agents (e.g., Customer Agent, Prospecting Agent), phone minutes beyond the free allowance, WhatsApp messages.
❌ Does not use credits: 1:1 emails from the connected mailbox, sequences, API calls, saving contacts.
Old vs. New: A Comparison of the Pricing Structure
The biggest difference: Fixed platform fees are eliminated, and instead, a portion of the costs is based on actual usage.
|
|
Previous Model (Hub-Based) |
New model (Seats & Credits) |
|
What You’re Buying |
Individual hubs, each with its own tier |
One edition for the entire platform |
|
Mix tiers |
Possible, e.g., Marketing Enterprise + Sales Professional |
Not possible |
|
Base fee |
Platform fee for many Professional and Enterprise hubs |
No high base fee; billed per seat |
|
Marketing contacts |
Charged by contact level |
No separate fee; counts toward the record limit |
|
Email, automation, AI |
Tied to contact tier; small credit allowance for AI |
Via HubSpot Credits or capacity packages |
Source: HubSpot: Flexible Seats-and-Credits Pricing Product and Services Catalog Supplement
Important for cost comparisons: The old platform fee already included contacts and email volume. In the new model, you pay for these via credits or packages. Therefore, only a comparison of total costs is meaningful—not the list price per seat.
An example TCO comparison illustrates how total costs can differ in practice: For a Multi-Hub Professional setup with seven users, the cost under the previous model is 22,430 euros in the first year. In the new Seats & Credits model, the cost for the same example scenario is 16,080 euros. This represents a difference of 6,350 euros. However, the actual costs depend on the individual setup and usage. (Our own sample calculation based on HubSpot pricing information as of October 2026).
What’s changing for whom?
|
Your Situation |
What takes effect on October 1, 2026 |
Action Required |
|
New customers in EMEA |
New model: Edition + Seats + Credits |
Plan usage realistically before signing a contract |
|
Existing customer with an active contract |
No changes, unless HubSpot has announced a specific migration |
None, unless a migration notification has been issued |
|
Existing customer prior to renewal |
Migration depends on individual notification from HubSpot |
Check for renewal and possible switch well in advance |
New customers: easy onboarding, more planning required for usage
As of October 1, 2026, new accounts in EMEA are available exclusively under the new model (Martech Notes). Getting started with Professional and Enterprise is significantly cheaper without a high platform fee. However, a portion of the costs is tied to email volume, automation, and AI usage. A quote generated by HubSpot before October 1 can still be signed under the old terms while it remains valid (Pineo).
Existing customers: Your contract will continue as usual
For existing accounts, nothing will change for the time being, unless HubSpot has announced an individual migration. Selected existing customers may be migrated to the new model. In this case, HubSpot will notify the affected accounts directly. If you have not received such a notification, your account is not currently scheduled for migration. If you have questions about your individual contract status, you can contact HubSpot Support. (HubSpot: Flexible Seats-and-Credits Pricing Migration FAQ).
Contract Renewal: Migration Only Upon Individual Notice
Whether and when an existing account will be migrated to the new model is determined by HubSpot. Affected customers will be notified directly by HubSpot regarding the migration. If you have not received such a notification, your account is not currently scheduled for migration. (HubSpot: Flexible Seats-and-Credits Pricing Migration FAQ).
In the long term, however, a transition is still possible. During the last major price change in 2024, HubSpot also started with new customers. Existing customers were migrated later, with advance notice and a possible price increase of around 5% or less at renewal (HubSpot). Our recommendation: Use the time until your next renewal to review your setup.
Our Perspective : The Setup Determines the Costs
The new model is more straightforward than the previous hub-based approach. At the same time, a clean setup is more important than ever.
A streamlined workflow requires fewer actions. Cleaned-up data helps you stay under the data set limit. Proper seat allocation prevents you from paying for features that no one uses.
❌ Assigning licenses based on gut feeling and letting credits run out
✅Measure usage, tailor seats to roles, and set limits from day one
This is how we support you as your revenue operations partner
- Assessment: We analyze users, roles, email volume, workflows, and data.
- Seat Design: We assign each role to the appropriate seat: GTM, Ops, or View-only.
- Credit Planning: We calculate your credit requirements and compare pay-as-you-go with capacity packages.
- Cost Control: We set up limits, dashboards, and notifications before AI agents or large-scale automations go live.
- Renewal Check: For existing customers, we check for optimization opportunities well in advance of renewal—regardless of when HubSpot rolls out the new pricing model.
You should answer these questions in advance
☐ Who uses HubSpot, and in what capacity?☐ How many records do you have, including companies, deals, tickets, and activities?
☐ How many marketing emails do you send in a typical month and during peak months?
☐ Which processes are automated, and how many actions are performed per contact?
☐ Which AI agents do you actually want to use?
☐ Do you need governance features such as sandboxes or field permissions?
Conclusion: Clarity Instead of Cost Panic
The new HubSpot pricing model applies to new accounts in EMEA and may also apply to select existing customers following individual notification. Unless HubSpot has announced a migration, nothing will change for existing accounts for the time being. Those who are new to HubSpot or planning a switch may benefit from a lower initial cost, but should realistically calculate usage-based costs in advance.
Are youplanning to start using HubSpot or renew your contract? Talk to us. We’ll run the numbers for your scenario and show you which setup is right for your organization.
