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.
By Toolradar Team · Last updated February 28, 2026 · Methodology
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 marketing automation features specifically
- • All-in-one CRM platform
- • Marketing and sales tools
ActiveCampaign
Email marketing, automation & CRM
Best for you if:
- • You need email marketing 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 | Marketing Automation | Email Marketing |
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 | Marketing AutomationCRM | Email MarketingMarketing Automation |
How HubSpot and ActiveCampaign Compare
HubSpot
CRM platform for scaling businesses
Free tier available · 90/100 score
ActiveCampaign
Email marketing, automation & CRM
Paid · 87/100 score
HubSpot is a marketing automation tool. ActiveCampaign is in email marketing.
Who Should Use What?
On a budget?
HubSpot has a free tier. ActiveCampaign is paid only.
Go with: HubSpot
Want the highest-rated option?
HubSpot: 90/100. ActiveCampaign: 87/100.
Go with: HubSpot
Value user reviews?
Neither has user reviews yet.
Go with: HubSpot
3 Questions to Help You Decide
What's your budget?
HubSpot is freemium. ActiveCampaign is paid. HubSpot lets you start free.
What's your use case?
HubSpot is a marketing automation tool. ActiveCampaign is in email marketing. Pick the category that matches your needs.
How important are ratings?
HubSpot scores higher: 90/100 vs 87/100.
Key Takeaways
HubSpot
- Higher score: 90/100 vs 87
- Free tier available
- Our pick for this comparison
ActiveCampaign
- Better fit for email marketing
The Bottom Line
HubSpot (90/100) is our pick.
Frequently Asked Questions
Is HubSpot or ActiveCampaign better?
HubSpot scores 90/100 in our evaluation. HubSpot is freemium and ActiveCampaign is paid.
What are HubSpot and ActiveCampaign used for?
HubSpot: CRM platform for scaling businesses. ActiveCampaign: Email marketing, automation & CRM.
What does HubSpot cost vs ActiveCampaign?
HubSpot is freemium (free tier + paid plans). ActiveCampaign is a paid tool. Visit their websites for detailed pricing.