From October 1, 2026, new HubSpot customers in EMEA no longer buy separate hubs. They buy one platform edition, seats for people and credits for the work the system does. Sales teams that send quotes will pay less. Marketing teams that email regularly will pay more. Below are the rates, the capacity packs and three worked examples.
As of October 30, 2026. All amounts are monthly list prices in EUR, excluding VAT, taken from the Flexible Seats-and-Credits pricing supplement. I don't account for discounts or individually negotiated terms.
You can run your own numbers in the HubSpot pricing calculator. Enter how many people work in each team, which features you need, how many emails you send and how many actions your automations run. The calculator compares Starter, Professional and Enterprise and picks the cheapest mix of packs and credits for you.
The short answer: who wins and who loses
- Sales teams that send quotes: cheaper. Five reps sending Quotes will pay €510 instead of €975, because quotes no longer require a separate seat.
- Sales-only or service-only teams: practically no change. A Professional seat costs €100 in both models.
- Marketing teams that email regularly: more expensive. Three people and 8,000 emails a month come to €1,450 instead of €880.
- Marketing teams with low email volume: cheaper. With three people, the break-even point sits at around 4,000 emails a month.
The whole difference comes from one change. In the old model, email sends and Workflow executions were included in the hub price. In the new one, you pay for each of them.
Who does the new pricing apply to?
New HubSpot customers in EMEA, from October 1, 2026. What counts is your status as a customer, not the date your portal was created.
- Existing accounts stay on the old pricing. HubSpot hasn't said whether or when it will move them, although the supplement reserves the right to do so.
- A company that already has a portal on the old pricing gets the old pricing for its next portal too.
- A quote issued before October 1 can still be closed on the old terms.
One thing I couldn't confirm: what happens to a free portal created earlier that only now buys its first paid plan. If that's your situation, ask HubSpot before you accept the quote.
What does the new pricing look like?
Instead of combining Marketing Hub, Sales Hub and Service Hub in different editions, you pick one edition for the whole account. If one team needs Enterprise, everyone pays for Enterprise.
| Item | Starter | Professional | Enterprise |
|---|---|---|---|
| GTM Seat, monthly | €20 (€10 on promotion) | from €100 | from €175 |
| Ops Seat, monthly | not available | from €50 | from €50 |
| Credits included, monthly | 5,000 | 10,000 | 15,000 |
| Record limit per account | 25,000 | 250,000 | 15,000,000 |
There are two kinds of seats. A GTM Seat is for people who work with customers in sales, marketing and service. It gives access to every feature in the edition. An Ops Seat is for people who build automations and reports but don't sell or send campaigns themselves.
Three rules are easy to miss. The account needs at least one GTM Seat. The Super Admin needs one too. Starter is capped at 10 paid users, and €10 is the promotional price at the end of October 2026, so check what the renewal will cost.
What do you pay for with credits?
One credit costs €0.01. Each edition includes a monthly pool, and credits come out of it for:
- an email sent by HubSpot: 15 credits, or €0.15,
- an executed Workflow action: 3 credits, or €0.03,
- an accepted Quote: 100 credits, or €1,
- a Breeze action in a Workflow: 10 credits, or €0.10.
AI agents draw on the same pool. At higher volumes, the rate per email and per action drops:
| Monthly volume | Email: credits per send | Workflow: credits per action |
|---|---|---|
| 1-10,000 | 15 | 3 |
| 10,001-55,000 | 5 | 2 |
| 55,001-100,000 | 2 | 0.5 |
| 100,001 and above | 0.5 | 0.1 |
These don't use credits:
- 1:1 emails and Sequences sent from a connected inbox,
- Branch, Delay and Go to workflow steps.
Watch out for two traps. An email sent from a Workflow is charged twice: 3 credits for the action and 15 for the send. Actions are also counted per record, so five paid actions for a thousand contacts make 5,000 actions, not five. That's why I check what Workflows can do in a given edition separately from how many actions they will run in a month.
Unused credits don't roll over to the next month.
Capacity packs: when do they pay off?
A capacity pack gives you a fixed monthly volume instead of paying per unit. Email and Workflow packs are available only in Professional and Enterprise.
| Pack | Monthly capacity | Monthly price |
|---|---|---|
| Email Sends Capacity Pack | 2,000 sends | €200 |
| Email Sends Capacity Pack | 10,000 sends | €1,000 |
| Email Sends Capacity Pack | 100,000 sends | €3,000 |
| Email Sends Capacity Pack | 1,000,000 sends | €6,000 |
| Growth Workflow Actions Capacity Pack | 500,000 actions | €150 |
| Scaled Workflow Actions Capacity Pack | 500,000,000 actions | €900 |
Two thresholds are worth remembering. The €150 Workflow pack pays for itself at around 5,000 actions a month, so with any real automation you buy it straight away and stop counting actions. The email pack cuts the cost per send from €0.15 to €0.10, and to €0.03 at 100,000 sends.
There are also Marketing Packs, which bundle sends, actions and credits:
- Base Marketing Pack, Starter only: 2,500 sends, 250 Workflow actions and 2,500 credits for €150 a month.
- Growth Marketing Pack, any edition: 10,000 sends, 500,000 Workflow actions and 40,000 credits for €1,300 a month.
- Scaled Marketing Pack, any edition: 100,000 sends, 500,000,000 Workflow actions and 150,000 credits for €5,000 a month.
In Starter, Marketing Packs are the only way to buy extra sends, because the Email Sends and Workflow Actions packs start at Professional. A pack doesn't upgrade your edition, so even 500,000 actions from the Growth Marketing Pack won't give Starter the full Workflow editor. That starts at Professional.
Marketing contacts no longer have a separate price, but keeping your segments and marketing contacts tidy still pays off: a newsletter to 2,000 contacts is 2,000 paid sends. Contacts also count towards the record limit, together with companies, deals and tickets.
One caveat: the supplement doesn't spell out how HubSpot bills overage above a pack when volume crosses the tiers. For large sends, ask for the calculation in writing.
Three worked examples
The examples are hypothetical. I use Professional list prices, without discounts, AI features or implementation costs. I deduct the 10,000-credit pool once per account.
Five sales reps and 20 accepted Quotes
Five GTM Seats cost €500. 3,000 Workflow actions use 9,000 credits, and 20 accepted quotes another 2,000. That's 1,000 credits over the pool, or €10.
Total: €510 a month. In the old model, the same team needed five Sales Seats at €100 and five Revenue Seats at €95, €975 in total. Even if only two people sent quotes, the old model would cost €690. Either way the new model is cheaper, because HubSpot CPQ is now included in the GTM Seat.
I take the €95 Revenue Seat price from partner publications, not from HubSpot's official pricing page.
Three marketers and 8,000 sends
Three GTM Seats cost €300. On top of that come 8,000 emails and 20,000 Workflow actions a month.
Paying with credits alone, the sends would use 120,000 credits, which is €1,100 after deducting the pool, and that's before any Workflow actions. Packs come out cheaper: 10,000 sends for €1,000 and Workflows for €150.
Total: €1,450 a month. The old Marketing Hub Professional with 2,000 contacts cost €880, so the new model comes out €570 more expensive. The Growth Marketing Pack would bring the total to €1,600 and only pays off if you need its 40,000 credits for AI.
An admin and one operations person
The Super Admin on a GTM Seat for €100, a second person on an Ops Seat for €50, and 500 Workflow actions, or 1,500 credits, which fit in the pool.
Total: €150 a month. For comparison, Data Hub Professional alone cost €790 a month in the old model.
Onboarding: what changes?
In the new model, onboarding is still mandatory for Professional and Enterprise. The pricing supplement doesn't state its price or format, so check both in HubSpot's quote. In the old model, HubSpot charged a one-off onboarding fee, unless a Solutions Partner ran onboarding and this was agreed at purchase.
HubSpot onboarding isn't an implementation. CRM setup, data migration, integrations and team training remain a separate scope and a separate cost.
Five numbers to collect before you buy
- People: how many work with customers (GTM Seat) and how many only build processes and reports (Ops Seat).
- Emails: how many bulk and automated emails go out in a normal month, and how many in a campaign month.
- Workflows: how many paid actions run each month.
- Quotes: how many quotes customers accept each month.
- Records: how many contacts, companies, deals and tickets you keep in the CRM.
With these five numbers you can price three options: credits only, separate packs and a Marketing Pack. Compare only the cheapest of them with the old pricing. The fastest way is the pricing calculator, which works through every combination and lets you switch to the old per-hub pricing. If you already have a portal and want to know what it would cost in the new model, I pull these numbers during a HubSpot portal audit. For a new purchase, I start with a pre-implementation workshop that sets the scope.
If you'd like a quote recalculated for your team, get in touch or see how ongoing HubSpot support works.
Frequently asked questions
Does an existing HubSpot account move to the new pricing?
Not right away. At launch, existing accounts stay on their current pricing, and so does a new portal bought by an existing customer. The supplement does allow HubSpot to move older subscriptions to current products in the future, so confirm the terms of each purchase in the order form.
Do 1:1 emails in HubSpot use credits?
No. Emails sent from a connected inbox, including Sequences, and 1:1 emails from a hosted inbox don't use send credits. A marketing email sent from a Workflow, however, uses credits for both the send and the action.
Do unused HubSpot credits roll over to the next month?
No. The monthly pool resets and unused credits expire. You can buy extra capacity at 1,000 credits for €10, or pay as you go at €0.010 per credit, billed in increments of 10 credits.
Can every user work on an Ops Seat?
No. An Ops Seat gives selected automation, reporting and management features, not the full scope of a GTM Seat, and it's available from Professional. The account needs at least one GTM Seat, and the Super Admin needs a GTM Seat too.
Does free marketing contacts mean an unlimited database?
No. Marketing contacts have no separate price, but they count towards record capacity: 25,000 in Starter, 250,000 in Professional and 15 million in Enterprise. Check which objects count and what extra capacity costs.
Founder Spectage.co i konsultant HubSpot. Wdrażam, audytuję i migruję CRM-y dla firm B2B. Piszę o swoim doświadczeniu.