HubSpot's flexible seats-and-credits pricing replaces separate hubs with one edition, two seat types and a monthly credit allowance. Email sends, workflow actions and AI agents all draw on that allowance. For a new customer, seats are now the predictable part of the bill and usage is the part that needs planning.
What is HubSpot's seats-and-credits pricing?
HubSpot's seats-and-credits pricing is a model in which you buy one edition of the whole platform, pay per seat for the people who use it, and pay in HubSpot Credits for the work the platform does. One credit costs €0.01 at list price.
The rules are in HubSpot's public flexible seats-and-credits pricing supplement, which HubSpot describes as a limited release. The model has four parts:
- Edition. Starter, Professional or Enterprise, covering the whole platform. There are no separate Marketing, Sales, Service or Data hubs to buy, and you can't mix editions.
- Seats. A GTM Seat costs from €20 a month on Starter (up to 10 paid seats), €100 on Professional and €175 on Enterprise. An Ops Seat costs from €50 on Professional and Enterprise. Every account needs at least one GTM Seat.
- Credits. Each edition includes 5,000, 10,000 or 15,000 credits a month. They reset monthly and don't roll over.
- Capacity packs. Optional fixed-price monthly packs for email sends, workflow actions or agent credits.
Marketing Contacts are no longer a separate charge. They count as records inside the edition's record capacity: 25,000 on Starter, 250,000 on Professional and 15 million on Enterprise.
Who does the new pricing apply to?
The new pricing applies to new HubSpot customers. Martech Notes reported on 2 October 2026 that it went live for new customers in Europe, the Middle East and Africa on 1 October, and that existing customers keep their current pricing. HubSpot hasn't published a migration plan for existing customers.
Existing customers should still run the numbers. In 2024, HubSpot moved new customers to seat-based pricing first, said there would be "no immediate impact to current customers", and set out migration timelines later, with a possible migration-related increase at renewal. Your contract sets your pricing and your renewal date, so price your portal on the new model before that date.
For buyers in Israel, HubSpot's public pricing page may show prices in US dollars, while the supplement lists euros. Confirm the currency on your quote.
What does one GTM Seat include that used to need another hub?
A GTM Seat on Professional gives a user the full Professional feature set for marketing, sales and service, plus Breeze Assistant and the Smart CRM. Under hub pricing, a feature in another hub or a higher tier meant another subscription.
Custom objects are a good example. HubSpot's knowledge base lists them only with Enterprise subscriptions, such as Marketing Hub Enterprise. The seats-and-credits supplement includes them in Professional, with up to 200 object definitions. A company that needed one custom object for subscriptions or shipments used to have a reason to buy Enterprise. On this model it doesn't.
The Ops Seat suits people who build and maintain the system without working leads or tickets. For €50 a month it covers selected automation, reporting and governance features, so not every user needs a GTM Seat.
What do HubSpot Credits pay for?
HubSpot Credits pay for activity in the portal. The rate sheet in the supplement sets a price for each action:
- Email: 15 credits per send for the first 10,000 sends in a month, then 5 credits up to 55,000, 2 credits up to 100,000 and 0.5 above that. Marketing, automated and transactional email all count. One-to-one email from a connected or hosted inbox doesn't, which is one reason workflows and sequences behave so differently.
- Workflow actions: 3 credits each for the first 10,000 a month, then 2, 0.5 and 0.1 at the same volume steps. A Breeze workflow action uses 10 credits.
- AI agents: for example, 50 credits when the customer agent resolves a conversation and 100 credits when the prospecting agent recommends outreach for a lead. If you're choosing where to start, see which Breeze agent to turn on first.
- Data and AEO: each use of a Data Studio dataset in a workflow, segment, CRM sync or export costs 50 to 200 credits, and each HubSpot AEO answer costs 2.
Credits beyond the included amount cost €0.01 each on pay-as-you-go, invoiced monthly, or €10 per 1,000-credit capacity pack. Admins can set credit limits for specific features, which is worth doing before the first automated campaign goes out.
How much does a 10-person Professional team pay?
A 10-person team on HubSpot Professional that sends 20,000 emails a month pays about €2,300 a month at list price, and more of it goes to email than to seats. The arithmetic, from our calculator:
- Seats: 10 GTM Seats at €100 is €1,000.
- Email on pay-as-you-go: the first 10,000 sends use 150,000 credits and the next 10,000 use 50,000. After the 10,000 included credits, 190,000 credits remain, which is €1,900.
- Email with the Growth Marketing pack: €1,300 a month buys 10,000 email sends, 500,000 workflow actions and 40,000 credits. Those credits and the included 10,000 cover the second 10,000 sends.
The same team pays €2,900 a month on pay-as-you-go or €2,300 with the pack. Bought separately, the pack's three parts would cost €1,550: a 10,000-send pack, the Growth workflow pack and 40,000 credits.
The pack figure assumes sends beyond a pack are charged band by band, with the pack's own sends counting toward the 10,000 threshold. HubSpot hasn't confirmed that, and the calculator shows the assumption next to every result.
At the ends of the range, a 3-seat Starter team sending 1,500 emails a month pays €210 with the Base Marketing pack. A 25-seat Enterprise team with heavy email, automation and agent use pays about €7,865.
What changes when you plan a HubSpot budget?
Under hub pricing, you budgeted for hubs, tiers and Marketing Contacts. Under seats-and-credits, you budget for the people who need access and the work the portal does each month.
- Features. Before, a missing feature meant upgrading a hub or adding one. Now the edition sets the features for everyone, and cost grows with use.
- Contacts. Before, contact tiers priced your marketing database. Now contacts sit inside record capacity, and every send is metered.
- Automation. Before, workflows and email ran inside your hub's limits with no charge per action. Now each workflow action and each email HubSpot sends uses credits or pack capacity.
The model is simpler to buy and harder to forecast. That trade is the reason to run your numbers before signing.
Why does data hygiene now show up on the invoice?
Data hygiene shows up on the invoice because the meter counts activity on every record, useful or not. Untidy data costs money in three places:
- Email to people who stopped reading. Within the first 10,000 sends of a month, each email uses 15 credits, which is €0.15 on pay-as-you-go. Mailing 1,000 contacts who haven't opened anything in a year, once a month, can cost up to €150 a month.
- Workflows running on dead records. Every action a workflow takes on a duplicate or a long-inactive contact uses credits or pack capacity. The first 10,000 actions a month cost 3 credits each.
- Records you no longer need. Duplicates and stale companies count toward record capacity. Past that capacity, Starter and Professional pay €5 a month for each extra 1,000 records.
This is where our approach starts: architecture before automation. Before a team adds automation, we audit the database, merge duplicates, suppress contacts who stopped engaging and retire workflows nobody owns. On this pricing model, that cleanup also lowers the monthly bill.
Should you buy capacity packs or pay as you go?
Buy packs for the volume you can predict and leave the peaks to pay-as-you-go. Monthly pack prices:
- Email sends (Professional and Enterprise): 2,000 for €200, 10,000 for €1,000, 100,000 for €3,000 and 1,000,000 for €6,000.
- Workflow actions: 500,000 for €150 (Growth) or 500 million for €900 (Scaled).
- Agents: 2,500 credits for €25, 40,000 for €400 and 150,000 for €1,500.
- Marketing packs combine sends, workflow actions and credits: €150 on Starter, €1,300 on Professional and €5,000 on Enterprise.
The Growth workflow pack is the easiest call. If your included credits already go to email, 5,000 workflow actions at 3 credits each cost €150, the same as the pack. Above that volume, the pack is cheaper.
How do I estimate my own HubSpot bill?
First pull three numbers from your portal: HubSpot-sent emails in your busiest month, workflow actions in that month, and contacts who haven't engaged in a year.
Then run them through our free HubSpot pricing calculator. It prices your edition, seats, email, workflows and AI usage at HubSpot's published EUR list prices, picks the cheapest pack combination and shows every line of the arithmetic. It's an estimate, not a HubSpot quote, and HubSpot decides who is eligible for the new model.
The takeaway
HubSpot's new pricing removes most of the walls between features and puts a meter on activity. Seats are now the easy part of the bill. Before you sign or renew, count what your portal sends and automates, clean the data it runs on, and price the result with packs.
Sources
- HubSpot, Flexible seats-and-credits pricing: Product & Services Catalog supplement, read 4 October 2026.
- HubSpot Knowledge Base, Create and edit custom objects, read 4 October 2026.
- HubSpot, Upcoming changes to HubSpot's pricing, 2024.
- Martech Notes, HubSpot launches seats-and-credits pricing for new EMEA customers, 2 October 2026.
