Best HubSpot Alternatives in 2026: CRM-First, All-in-One and Open-Source Options

The right HubSpot alternative depends on which half of HubSpot you actually use. For sales pipelines, Pipedrive is a hosted CRM built around a visual deal pipeline. For email marketing and automation, Brevo and Mautic cover the marketing side. For a CRM you host yourself, EspoCRM and Twenty are the open-source starting points.

The table below puts HubSpot next to ten of the alternatives, which fall into three groups: CRM-first products, all-in-one marketing suites and open-source CRMs. A short section explains how those groups differ, then come the individual picks and a decision guide.

Why people look for HubSpot alternatives

HubSpot is a commercial customer platform built around a CRM, with Marketing Hub, Sales Hub and Service Hub on top. A free CRM is included, and each hub has free and premium plans. The usual reasons for leaving are about cost structure rather than missing features:

• Pricing is split by hub. Marketing, sales and service software are priced separately, so the bill grows as you use more of the platform.
• Steep steps between tiers. In Enlisted's data for Marketing Hub, the entry plan is priced per seat, while the Professional and Enterprise tiers are flat monthly amounts far above it. The current structure is on HubSpot's pricing page.
• Closed source and hosted only. There is no self-hosted version, so contacts, deals and campaign history live in HubSpot's cloud.
• A suite where you may need one part. A sales team that tracks deals, or a marketer who sends newsletters, may pay for a platform built to do both and more.

If you are on the free CRM today, check whether you need the paid tiers at all before migrating. If the free CRM already covers your needs, a switch may not be worth the effort.

How we picked

Each tool covers a core HubSpot job: managing contacts and deals, or running email marketing and automation. For open-source tools, Enlisted checks the licence, GitHub activity and self-hosting support. For hosted products it records the pricing model and whether a free plan or trial exists. CRMs aimed at other jobs, such as nonprofit constituent management or personal contact tracking, were left out. For the method, see how Enlisted ranks tools, or browse the whole CRM category.

CRM-first or all-in-one marketing suite?

The choice splits three ways.

• CRM-first tools center on contacts, deals and follow-up. Pipedrive, Zoho CRM, Freshsales and Close are hosted examples. They suit sales teams that do not need a marketing platform.
• All-in-one marketing suites start from email and automation and add a CRM. Brevo and ActiveCampaign are hosted, and Mautic is the open-source marketing automation option.
• Open-source CRMs can be self-hosted without per-seat licences: EspoCRM, SuiteCRM, Twenty and Frappe CRM.

1. Pipedrive: best CRM-first alternative for sales teams

Pipedrive is a sales CRM built around a visual pipeline where deals move through stages, so reps can see what to do next and managers can spot stalled opportunities. HubSpot spreads its offer across several hubs, while Pipedrive keeps the focus on selling.

The feature list covers sales automation, email sync and tracking, lead management, reporting, and a meeting intelligence tool called Nova. A LeadBooster add-on handles lead generation, and there is an integrations marketplace and a mobile app. It is a hosted service with a free trial, and plans are listed on the vendor's pricing page.

• Best for: small sales teams and agencies that live in the deal pipeline.
• Watch out for: lead generation comes from an add-on, and the product is sales-focused, so marketing automation needs another tool. See Pipedrive alternatives if you are leaving it instead.

2. Zoho CRM: best for teams already using Zoho apps

Zoho CRM is a cloud CRM from Zoho for managing leads, contacts and deals in one place, with sales automation workflows and a free edition for a small number of users. Its AI features sit under the Zia brand, and Zia Agents are described as a multi-agent platform that blends AI with human work.

It also offers Teamspaces, which give each team its own workspace with only the data it needs, and prompt-based module creation. It belongs to the wider Zoho suite, so connecting it to Zoho's other apps is the natural route.

• Best for: small teams that already use other Zoho products, or that want a free tier to start.
• Watch out for: hosted only, and features and limits step up across paid editions. Enlisted's Zoho CRM alternatives page lists options if you are moving away from it.

3. Freshsales: best for built-in phone and AI lead scoring

Freshsales is Freshworks' sales CRM, combining contact management, built-in phone and email, and Freddy AI lead scoring that surfaces the leads with the strongest intent. Pipelines can be viewed as kanban boards with drag-and-drop cards, and each customer gets a 360-degree profile.

It also covers lead capture and routing, plus reporting that helps managers spot bottlenecks. Paid plans are per user, and Enlisted's data shows a free trial but no free plan.

• Best for: small sales teams replacing spreadsheets that want calling and email inside the CRM.
• Watch out for: no free plan, so it fits better when you are ready to pay per user.

4. Close: best for teams that sell by phone and email

Close is a sales CRM for teams that sell by phone and email. Calling, email and SMS share one inbox alongside pipeline management, reporting and automation, and a built-in power dialer logs calls automatically.

Native forms capture leads, workflow automation handles follow-ups, and reporting covers pipeline, activity and forecasting. Chloe is an AI sales agent that calls leads, qualifies prospects and books meetings. Pricing is per user with a free trial.

• Best for: inside sales teams with high call volume.
• Watch out for: it is built for outbound-style selling, so marketers who mainly need campaigns and landing pages will want something closer to Brevo or ActiveCampaign.

5. Brevo: best all-in-one alternative for email, SMS and a light CRM

Brevo, formerly Sendinblue, is an engagement platform that combines email and SMS campaigns, marketing automation, a CRM, live chat and transactional messaging. It began as an email service and has added a CRM, sales pipelines and chat.

There is a free-forever plan, and paid plans are priced by email volume. Integrations include Shopify, WordPress and Stripe. If you are leaving Brevo instead, see Brevo alternatives.

• Best for: small businesses that mostly need campaigns, with a pipeline view alongside.
• Watch out for: the CRM is one module among many, so sales teams with deep pipeline needs should compare it with a dedicated CRM.

6. ActiveCampaign: best for behavior-based marketing automation with a CRM

ActiveCampaign is a marketing automation platform that combines email marketing with a built-in CRM for nimble teams. It is used to design customer journeys and follow up with leads based on behavior.

The platform also includes a shared WhatsApp inbox, SMS marketing, transactional email and a set of AI features called Active Intelligence. A free trial is available, and plans are on the vendor's pricing page.

• Best for: marketers who want nurture sequences and follow-up that react to what contacts do, with a CRM attached.
• Watch out for: it is marketing-first, so a sales team focused on calling and pipeline reviews may prefer a CRM-first tool. Check plan limits before committing.

7. Mautic: best open-source alternative to HubSpot's marketing hub

Mautic is open-source marketing automation software for building integrated campaigns, including email marketing, while keeping control of your data. It handles contact segmentation, multi-channel marketing and email nurture campaigns, and a worldwide community maintains it.

The README says it is free to use, can run on your own infrastructure with your own database, and has no vendor lock-in. Managed hosting is available through partners if you would rather not run it.

• Best for: marketing teams with some technical help that want automation they control.
• Watch out for: it is marketing automation, not a CRM, so pair it with one of the CRMs below. Its licence is listed as "Other" in Enlisted's data, and a self-hosted setup means arranging email sending too.

8. EspoCRM: best all-round open-source CRM

EspoCRM is a free, open-source CRM for storing and managing leads, contacts, sales opportunities, marketing campaigns and support cases in one web application. It is released under the AGPL-3.0 licence and has been developed since 2014.

The front end is a single-page application on a PHP REST API, which makes it straightforward to connect to other systems. Sales automation, email marketing, a calendar, kanban views, a customer portal and document storage are all part of it. You can self-host the open-source edition, and cloud plans are priced per user with minimum seat counts.

• Best for: small teams that want one self-hosted tool covering sales, campaigns and customer cases.
• Watch out for: cloud plans have per-user minimums, so very small teams may prefer to self-host. See the EspoCRM site for the current editions.

9. SuiteCRM: best for a module-heavy, Salesforce-style CRM you host

SuiteCRM is an open-source CRM written in PHP that manages accounts, contacts, leads, opportunities, quotes, contracts, cases, documents, reports and workflow automation. It supports multiple languages and currencies and has an extension directory for add-ons.

The software is free with no per-user fees, under AGPL-3.0, and the project sells managed hosting and support for teams that do not want to run it. Its README separates two generations: SuiteCRM 7, described as the mature, stable line, and SuiteCRM 8, the newer version.

• Best for: teams that want a broad CRM with quotes, contracts and cases that they can host or have hosted.
• Watch out for: check which generation you are installing, since SuiteCRM 8 was still catching up with the older line on features according to the README.

10. Twenty: best open-source CRM for engineering-led teams

Twenty is an open-source CRM built as a modular platform you can extend as code, positioned as an open alternative to Salesforce for technical teams. Its building blocks are objects, views, workflows and agents, and a CLI scaffolds apps where you define objects, fields and views in code and publish them to your workspace.

It uses a GraphQL API on a PostgreSQL backend, and you can run it in the cloud or self-host with Docker Compose. A hosted workspace is paid, with a trial.

• Best for: startups and engineering-led companies that want to model their CRM in code and version it with the rest of the stack.
• Watch out for: it is aimed at technical teams, so a sales team without developer help may prefer EspoCRM or a hosted CRM. Its licence is listed as "Other", so check the repository.

11. Frappe CRM: best simple open-source CRM with no user limit

Frappe CRM is a simple, customizable open-source CRM for sales teams, built on the Frappe framework with a Vue interface and a Python back end. The authors say they built it because many CRMs are too complex, too generic or locked behind steep pricing, and it places no limit on users.

It covers lead and deal management in a clean interface and, as a Frappe app, can be extended and combined with other Frappe products. Self-hosting is free under AGPL-3.0, and Frappe Cloud hosting is priced by site and server rather than per user.

• Best for: small sales teams that want a straightforward CRM without per-user costs.
• Watch out for: it focuses on leads and deals, so marketing automation needs a separate tool such as Mautic.

More HubSpot alternatives worth knowing

• Salesforce: a cloud CRM for sales, service and marketing with a large ecosystem of add-on apps and consultants.
• Copper: a CRM built around Google Workspace that sits in Gmail.
• Streak: a CRM that runs inside Gmail, tracking pipelines and email threads.
• Less Annoying CRM: a simple small-business CRM known for a single flat price rather than tiered plans.
• Attio: a CRM with a customizable data model aimed at startups and growth teams.
• Odoo: open-source business software where CRM is one app among accounting, inventory and HR modules.
• Krayin CRM: an MIT-licensed CRM built with Laravel and Vue.js.
• BottleCRM: an MIT-licensed, self-hosted multi-tenant CRM that lists migration guides from Salesforce and HubSpot.
• Atomic CRM: an MIT-licensed codebase built with React and Supabase that you fork and customize.

Looking for Pipedrive or Zoho CRM alternatives instead?

If Pipedrive or Zoho CRM is the tool you are leaving, most of this list still applies. Close and Freshsales are the nearest hosted equivalents for sales teams, and EspoCRM and Frappe CRM are open-source routes. Enlisted lists dedicated pages for Pipedrive alternatives and Zoho CRM alternatives, and you can see every HubSpot alternative in one place.

Which HubSpot alternative should you choose?

Decide first whether your team is selling or marketing. Sellers should start with a CRM-first tool, and marketers with a suite such as Brevo or ActiveCampaign. Then decide whether you can host. If yes, the open-source CRMs remove per-seat licences, and Mautic fills in the marketing half. If no, use the free plans and trials above to test each hosted tool against your real pipeline before committing.