HubSpot vs ActiveCampaign: Which Should You Choose in 2026?
Choosing between HubSpot and ActiveCampaign comes down to understanding what each tool does best. This comparison breaks down the key differences so you can make an informed decision based on your specific needs, not marketing claims.
Short on time? Here's the quick answer
We've tested both tools. Here's who should pick what:
HubSpot
CRM platform for scaling businesses
Best for you if:
- • You want the higher-rated option (9.0/10 vs 8.7/10)
- • You want to try before committing
- • You need crm features specifically
- • All-in-one CRM platform
- • Marketing and sales tools
ActiveCampaign
Email marketing, automation & CRM
Best for you if:
- • You need marketing automation features specifically
- • ActiveCampaign is a marketing automation platform combining email, CRM, and sales automation
- • It enables sophisticated customer journeys, lead scoring, and personalized messaging at scale
| At a Glance |  HubSpot |  ActiveCampaign |
|---|---|---|
Price | Free + Paid | Paid |
Best For | CRM | Marketing Automation |
Rating | 90/100 | 87/100 |
| Feature | HubSpot | ActiveCampaign |
|---|---|---|
| Pricing Model | Freemium | Paid |
| Editorial Score | 90 | 87 |
| Community Rating | No ratings yet | No ratings yet |
| Total Reviews | 0 | 0 |
| Community Upvotes | 0 | 0 |
| Categories | CRMMarketing Automation | Marketing AutomationCRM |
Understanding the Differences
Both HubSpot and ActiveCampaign solve similar problems, but they approach them differently.HubSpot positions itself as "crm platform for scaling businesses" while ActiveCampaignfocuses on "email marketing, automation & crm". These differences matter depending on what you're trying to accomplish.
When to Choose HubSpot
HubSpot makes sense if you're looking for a budget-friendly option with a free tier solution. With a score of 90/100, it's our top pick in this comparison.
When to Choose ActiveCampaign
ActiveCampaign is worth considering if you need a professional-grade tool.
Who Should Use What?
Bootstrapped or small team?
When every dollar counts, HubSpot lets you get started without pulling out your credit card.
We'd pick: HubSpot
Growing fast?
Your team doubled last quarter and you need tools that won't break when you add 50 more people. HubSpot handles scale better in our testing.
We'd pick: HubSpot
Enterprise with complex needs?
You need SSO, compliance certifications, and a support team that picks up the phone. ActiveCampaign takes enterprise seriously.
We'd pick: ActiveCampaign
Still not sure? Answer these 3 questions
How much can you spend?
Tight budget? Start free with HubSpot, upgrade when you're ready.
Do you care what other users think?
Both have similar review counts. Read a few before you commit.
Expert opinion or crowd wisdom?
Our team rated HubSpot higher (90/100). But the community has upvoted ActiveCampaign more (0 votes). Pick your source of truth.
Key Takeaways
What HubSpot Does Better
- Higher overall score (90/100)
- Our recommendation for most use cases
Consider ActiveCampaign If
- Its specific features better match your workflow
- You prefer its interface or design approach
The Bottom Line
If we had to pick one, we'd go with HubSpot (90/100). But the honest answer is that "better" depends on your situation. HubSpot scores higher in our analysis, but ActiveCampaign might be the right choice if its specific strengths align with what you need most. Take advantage of free trials to test both before committing.
Frequently Asked Questions
Is HubSpot or ActiveCampaign better?
Based on our analysis, HubSpot scores higher with 90/100. HubSpot isfreemium while ActiveCampaign is paid. The best choice depends on your specific needs and budget. We recommend testing both with free trials if available.
Can I switch from HubSpot to ActiveCampaign easily?
Migration difficulty varies. Check if both tools support data export/import in compatible formats. Some tools offer migration assistance or have integration partners who can help with the transition.
Do HubSpot and ActiveCampaign offer free trials?
Most software in this category offers free trials or free tiers. HubSpot is freemium with a free tier.ActiveCampaign is paid with potential trial. Visit their websites for current trial offers.