HubSpot's new pricing model explained (EMEA, October 2026)

HubSpot's new pricing model, which applies to new customers in Europe, the Middle East and Africa (EMEA) from 1 October 2026, replaces hub-by-hub buying with three things: one edition for the whole account, a monthly price per seat, and credits for activity such as emails, workflow actions and AI agents. Seats start at €20 a month, and each edition includes between 5,000 and 15,000 credits a month. Existing customers stay on their current model for now.

This guide explains every part of it. All prices come from HubSpot's Flexible Seats-and-Credits Pricing supplement, as published on 2 October 2026. They are monthly euro prices, shown the way HubSpot shows them: "starts at". Where we have done the arithmetic ourselves, we label it our calculation.

What changed on 1 October 2026

Instead of choosing hubs and paying for marketing contacts, new EMEA customers now pick one edition for the whole account, pay for seats, and use credits for the work the system does.

HubSpot's own documents still call this a "Limited Release" program. It started as a pilot in the Nordics and Benelux before opening to new customers across EMEA.

If you'd rather skip the reading, price your setup in the calculator.

Who the new model applies to

• New customers in EMEA from 1 October 2026.
• Not existing customers. They stay on their current model for now. HubSpot has given no migration date, but it reserves the right to move legacy subscriptions to current products. See what the new pricing means for existing customers.
• Not a published country list. HubSpot hasn't published the exact list of EMEA countries, and whether the UK is included is unconfirmed.

HubSpot publishes this model in euros only. It has published no local-currency prices, so any other currency you see quoted is someone's conversion, not a HubSpot list price.

How the HubSpot new pricing model works: edition, seats, credits

The old model had six hubs, each with its own tiers, seat rules and contact tiers. The new model asks you to decide three things.

1. One edition for the whole account

You choose Starter, Professional or Enterprise, and that edition applies to everything. You can't mix editions, and you can't buy hub by hub.

There's also a Free edition: up to 2 free users, 3,000 records and 300 email sends per calendar month.

2. Seats for the people who log in

Seats are what your users pay for. There are two kinds, Core and Front Office, and the price depends on the edition.

3. Credits for what the system does

Credits pay for activity: emails HubSpot sends, workflow actions, AI agents, calling minutes above your allowance, WhatsApp messages and more. Each edition includes a monthly allowance. Beyond it, you buy capacity packs or, on Professional and Enterprise, dedicated packs for email and workflows.

The seat table

• Core Seat gives core access, including Breeze Assistant, enriched data and Smart CRM.
• Front Office Seat adds dedicated workspaces and tools for customer-facing teams. It includes Core access and replaces the old Sales, Service and Revenue Seats.
• Starter is capped at 10 paid seats and has no Front Office seats.
• Every account needs at least one seat.

As a quick illustration (our calculation): five Professional Core seats cost €300 a month, and five Professional Front Office seats cost €600. Our guide to Core vs Front Office seats goes through it role by role.

You may see different seat names and prices in articles written around launch day. They came from an earlier version of HubSpot's page and have since been replaced. Our tracker of what HubSpot has and hasn't confirmed logs the change.

What each edition includes

Records replace marketing contacts

Marketing contacts are no longer billed separately. They count inside record capacity, which covers all objects in the account, not just contacts.

On Starter and Professional, each extra 1,000 records costs €5 a month. On Enterprise, each extra 1,000,000 records costs €100 a month. There's a cap of 50 million records per account. More in record capacity explained.

Features that need Professional or above

Workflows, sequences, custom objects, custom reporting, calculated properties, teams, knowledge base, multi-touch attribution, call transcription, email and workflow packs, and Front Office seats are all Professional and Enterprise only.

Enterprise alone adds a standard sandbox (one included), the brands add-on and 3 root domains. The other editions have 1 root domain.

How credits work

Credits are the part most people haven't met before. The key rules:

• Included credits reset monthly and don't roll over.
• Extra credits cost €0.010 each. A capacity pack adds 1,000 credits a month for €10, for the rest of your term.
• Pay-as-you-go overage is also €0.010 per credit, billed in arrears in increments of 10.
• If you haven't bought any extra credits, credit-using features pause when your included credits run out. Overage billing only applies after a first purchase of extra credits.
• Admins can set a maximum monthly credit limit. HubSpot alerts at 75%, 85% and 90% usage, and on overage.

What uses credits

Emails and workflow actions use fewer credits per unit as monthly volume rises. The full rate sheet, including every agent and the beta features, is in HubSpot Credits explained.

One surprise: "email send" covers almost every email HubSpot sends, including internal notifications, meeting reminders and survey emails. Only one-to-one email from a connected or hosted inbox is excluded.

Packs: cheaper ways to buy the big things

For email and workflows, packs cost far less per unit than credits. They're available on Professional and Enterprise only. Agents packs are available on all paid editions.

Usage above a pack consumes credits at rate-sheet prices.

What that means in practice (our calculation):

• An email paid for with credits costs €0.15 (for the first 10,000 a month). The 2,000 and 10,000 email packs both work out at €0.10 per email.
• A workflow action paid for with credits costs €0.03 (for the first 10,000 a month). The Growth pack works out at €0.0003 per action.
• Agents packs, capacity packs and pay-as-you-go all cost €0.010 per credit, so agents packs give no per-credit saving.

Compare them side by side in capacity packs compared, and see the detail for what a HubSpot email costs now, how workflow actions use credits and HubSpot AI agents pricing.

Why Professional can now beat Starter

Starter can't buy email or workflow packs, so every Starter email beyond the included credits is paid for at credit rates. For email-heavy teams, that turns the usual logic upside down.

Take four Core users sending 10,000 emails a month (our calculation, using our reading of how credits are consumed):

The full story is in why Professional can be cheaper than Starter.

Records can flip the answer too. Three Core users who need workflows and hold 300,000 records come out cheaper on Enterprise (€270) than on Professional (€430), because Enterprise includes far more record capacity (our calculation).

Starter is still the cheapest choice for light use. Three Core users sending 1,000 emails a month come to €160 on Starter (our calculation).

For more worked numbers, HubSpot's new pricing: five setups priced runs five typical businesses through every edition on the new model.

Add-ons and limit increases

What's still unknown

HubSpot hasn't confirmed several things, and we don't guess them. As of 2 October 2026, these are unknown:

• Onboarding fees on the new model.
• Whether "starts at" prices assume monthly or annual terms.
• Local-currency prices.
• The exact EMEA country list (the UK is unconfirmed).
• Whether credit tiers are graduated (each band priced separately) or not.
• The order in which packs, included credits and purchased credits are used up.
• Any nonprofit discount on the new model.
• How free-CRM portals upgrading in EMEA are treated.
• The migration date for existing customers.

Our calculator has to make a choice on two of these to produce a number, and it tells you so. It treats credit tiers as graduated, uses packs first, then included credits, then purchased credits, and buys extra credits in whole 1,000-credit packs. That is our reading, not something HubSpot has confirmed. We track every open question in the tracker.

What existing customers should do

If you already pay HubSpot, nothing changes today. You stay on your current model. But:

• HubSpot reserves the right to move legacy subscriptions to current products, and hasn't said when.
• Before your next renewal, ask your account manager directly whether the new model will be offered or required.
• Measure your usage now. Count emails (including internal notifications and reminders), workflow actions and records across all objects, so you can price your account on the new model quickly if a move is ever proposed.

Our guide for existing customers covers what to ask at renewal.

How to estimate your own bill

1. Pick an edition based on the features you need. Workflows, sequences or Front Office seats mean Professional at least.
2. Count seats. Who needs Front Office tools, and who only needs Core access?
3. Count records across all objects, not just marketing contacts.
4. Estimate monthly emails and workflow actions. These usually drive credit use.
5. Add agents and other credit use if you plan to use AI agents, WhatsApp or calling beyond your allowance.
6. Compare packs with credits and set a credit limit. See how to keep credit spend under control.

Or let the calculator do it, including the pack maths.

Price your setup in the calculator