Are HubSpot's new prices cheaper? An honest analysis for Nordic companies

Short answer: HubSpot's new pricing may be cheaper if you have a lot of contacts in your CRM but few active marketing contacts. You may also pay more if you use a lot of AI, email volume or need features that are in higher editions. For most active B2B teams, the model provides more predictability - not an automatic lower bill. Read all about it in the Full guide on HubSpot's new pricing model

What did HubSpot change in 2026?

HubSpot has gone from "pay per hub and per contact in the database" to a simpler structure for many customers:

• One edition (Starter, Professional or Enterprise) with Marketing, Sales, Service, CMS and other hubs included.
• Marketing contacts - you primarily pay for contacts you actually market to (emails, ads, active lists).
• HubSpot credits - for AI, some automations and contacts you store without marketing to.
• Core Seat and Front Office Seat - two paid seat types instead of many old sales/service licenses.

When will it be cheaper for you?

You typically save if:

• Your CRM has a lot of contacts , but newsletters and campaigns only reach a small proportion.
• You previously bought several hubs (e.g. Marketing Pro + Sales Pro) and now get everything in one edition.
• Your team is small and needs few paid seats - with the right distribution between Core and Front Office.

Example: 80,000 contacts in CRM, but only 6,000 marketing contacts. Under the old model, you often paid for the entire database. Now you pay more for the 6,000 you actually work with - plus credits for the rest.

When can it get more expensive?

• High email volume or heavy use of AI agents (Breeze) that draw HubSpot credits.
• You need features that require Professional or Enterprise- see edition comparison.
• Onboarding fees on Professional/Enterprise (one-time cost at startup).

How to assess your own price in 30 minutes

1. Count marketing contacts (not all CRM rows).
2. Map out who needs Core vs Front Office seats.
3. Estimate monthly email and planned AI usage (credits).
4. Choose the minimum edition that covers the automation and reporting you actually need.
5. Compare with alternatives - read HubSpot vs Salesforce and Pipedrive.

Conclusion for Nordic B2B companies

For most growth companies that actively use HubSpot, the new model is fairer and more predictable than the old hub mix. It's not "cheaper for everyone" - but it rewards clean data, proper license distribution and actual usage over passive storage.

Want the full picture? Start with the complete guide to the new pricing model.

Frequently asked questions

Will HubSpot be cheaper in 2026?

It depends on contact profile, edition, seats and credits. Many with large CRM database and moderate marketing volume save; heavy users of AI and email may pay more.

What is the difference between marketing contacts and CRM contacts?

Marketing contacts are those you actively market to. Other contacts in CRM can be charged via credits, not as a full marketing contact.

Do I need to switch editions if I'm already a HubSpot customer?

Existing customers are migrated according to HubSpot's plan. Check the portal and contact partner or HubSpot for your contract - don't assume you'll automatically get a lower price.

What does HubSpot cost for a typical Norwegian B2B team?

Starting from approx. €20 per Core Seat/month (annual billing). Professional and Enterprise increase with features, onboarding and credits. Use HubSpot's calculator and our guide to 4 questions before buying.

Read also in the HubSpot series

• • Complete HubSpot guide
  • Is HubSpot cheaper?
  • Choose the right edition

Need help choosing? We help Nordic B2B companies with HubSpot setup, license selection and implementation.