HubSpot features: what you get on each plan

This page answers one question per row: does the feature exist, and which plan turns it on. Plan gating was read from HubSpot’s own pricing page and knowledge base on 26 August 2026. HubSpot is harder to chart than any other platform here for one structural reason: it is not one product with four tiers, it is several Hubs each with its own tiers, and a feature can require a Hub you are not subscribed to. Comparison articles routinely flatten that, and the flattening is exactly where their gating goes wrong. Where an independent tester disagrees with HubSpot, we say so and we follow HubSpot.

Feature matrix

Feature by feature

HubSpot marketing automation

Automation on HubSpot is two different products wearing one word, and the distinction decides which plan you need. HubSpot’s pricing page gives Starter “up to 10 automated actions”. That is simple follow-up automation, the kind attached to a form submission or an email. It is not the workflow tool, and HubSpot’s knowledge base is clear that the workflow tool itself is Professional and above.

What Professional actually adds, in HubSpot’s own words, is “unlimited actions, plus omni-channel marketing automation”. Omni-channel is the operative half. Ten actions is enough for a welcome email and a notification; it is not enough for a branching nurture programme, and there is no middle tier to buy.

The contact ladder runs alongside and is easy to miss when budgeting. Starter includes 1,000 marketing contacts, Professional 2,000, Enterprise 10,000. The Free tier sends 2,000 marketing emails a calendar month with HubSpot branding attached; Starter removes the branding and lifts the send limit to five times your contact tier, Professional to ten times, Enterprise to twenty times.

Against a specialist, the honest comparison depends entirely on tier. At Starter, HubSpot automates less than Brevo or MailerLite do at their entry price. At Professional it is genuinely strong, and the CRM underneath it is the reason to pay. The gap between those two statements is $890/mo wide.

One detail changes how the ten actions feel in practice: they are counted per automation, not per month, so the ceiling is structural rather than a quota you can wait out. A form that sends a confirmation, waits, notifies an owner, sets a property and adds a tag has already spent five. Teams on Starter typically respond by chaining several small automations that each stay under the cap, which works and which nobody would design on purpose.

HubSpot sequences

This is the single most misfiled feature on the platform, and it catches people who did their homework. HubSpot’s knowledge base states that sequences are “Available with any of the following subscriptions: Sales Hub Professional, Enterprise” and “Service Hub Professional, Enterprise”, and adds that “An assigned Sales or Service seat is required to access the sequences tool and create sequences”.

Read that again against what you are probably buying. Sequences are not part of Marketing Hub at any tier. A Marketing Hub Professional subscriber has no access to them. You need a different Hub, and within that Hub you need a seat of the right type assigned to the specific user. An independent pricing guide we checked lists sequences simply as “Professional”, which is how someone ends up on Marketing Hub Professional expecting a feature that is not there. That flattening is the recurring failure mode with HubSpot, and it is why we follow the vendor’s requirement blocks rather than any comparison table.

What sequences do, once you have the right subscription, is one-to-one automated follow-up sent from a rep’s own inbox, with task reminders interleaved. Each sequence is limited to 10 email templates, though task reminders are unlimited. It is a sales cadence tool, not a marketing automation tool, and confusing it with workflows is the second most common mistake after buying the wrong Hub.

The seat requirement is worth its own sentence because it bites after purchase. The subscription is bought at account level, but the seat is assigned to a named user. Buying Sales Hub Professional does not give sequences to everyone in the account, only to the people holding an assigned Sales seat. A marketing manager on a Marketing Hub seat, inside an account that pays for Sales Hub Professional, still cannot open the tool.

HubSpot workflows

Workflows are the real automation engine, and HubSpot’s knowledge base lists them as available with Marketing Hub Professional and Enterprise, alongside the Professional and Enterprise tiers of Sales Hub, Service Hub, Data Hub and the Smart CRM. Starter is not on that list. Beyond the subscription, a user needs “Edit permissions for workflows” or Super Admin rights, which matters in accounts where marketing does not hold admin.

Because workflows sit at Professional, so does almost everything people associate with HubSpot as a marketing platform: branching logic, enrolment triggers on any CRM property, internal notifications, lead scoring actions, re-enrolment rules. A/B testing lands on the same tier, which HubSpot’s pricing page confirms and both independent sources agree with. The practical consequence is that Starter is a contact database with email attached, and Professional is the product HubSpot markets.

Seats deserve a line here because they change what a team actually pays. The Free tier covers up to 2 users. Professional includes 3 Core Seats, Enterprise 5. One independent guide we checked states Free is unlimited users and Professional includes 5 paid users; HubSpot’s own pricing page says otherwise on both counts, and we follow HubSpot.

HubSpot forms

Forms are the strongest thing HubSpot gives away. The knowledge base lists form creation as available with “All products and plans”, with no stated cap on the number of forms or the number of fields per form, and every submission writes straight into the CRM with the contact record, not into a disconnected list. For a free tool that is unusually generous, and it is a legitimate reason to run HubSpot’s forms even on a stack built around another ESP.

Progressive fields and smart fields are the row we leave blank, and we want to be precise about why. These are the features that ask a returning visitor a new question instead of one you already have the answer to, and they are the reason serious teams use HubSpot forms. HubSpot’s form documentation describes them as customisation options in the editor and states no subscription requirement at all. Neither independent source we checked covers them. Our sourcing rule is that an unstated tier with no non-vendor corroboration does not earn a plan name in the matrix, so the From plan cell reads —.

What is safe to say: basic form creation, embedding and pop-up forms are on every plan, and the CRM write-through is what separates them from a standalone form builder. If progressive profiling is your deciding factor, confirm it in a trial of the specific tier rather than trusting any published matrix, this one included.

HubSpot email templates

Marketing emails and their templates are available with “All products and plans” according to HubSpot’s knowledge base, and both independent sources agree that templates appear on every tier including Free. There is no template paywall, which puts HubSpot alongside Mailchimp and ahead of platforms that reserve their good templates for paid plans.

The constraint is volume and branding rather than design. Free sends 2,000 marketing emails per calendar month and HubSpot’s branding rides along on them. Starter removes the branding and raises the ceiling to five times your marketing contact tier per month, Professional to ten times, Enterprise to twenty times. Since the multiplier is applied to your contact tier rather than a flat number, the send allowance grows as you pay for more contacts, which is a fairer model than most and harder to predict.

Set against a design-led tool the editor is corporate rather than beautiful, and that is a fair trade for what it is wired into. The template pulls CRM properties natively, so personalisation reaches beyond first name into anything on the contact record without an integration in between.

Worth doing the multiplication before you assume the allowance is generous. At Starter’s included 1,000 marketing contacts the five-times multiplier gives 5,000 sends a month, which is five campaigns to your whole list and no more. Professional’s ten-times multiplier on 2,000 contacts gives 20,000. The number moves with the contact tier you buy, so a list that grows raises the ceiling automatically, and a list that stays small keeps a ceiling that a twice-weekly newsletter can reach.

HubSpot landing pages

Landing pages repeat the sequences lesson in a quieter key. Creating pages is listed as available with “All products and plans”, so the answer to “can I build a landing page on the free tier” is yes. But HubSpot’s documentation adds that removing HubSpot branding from a published page requires “Content Hub Starter, Professional, or Enterprise subscription”, and notes that “a Starter plan must be active before you can remove the branding”.

Content Hub is a different Hub from Marketing Hub. Paying for Marketing Hub Professional does not remove branding from your landing pages. And Content Hub Starter carries a hard ceiling that is easy to hit: “Content Hub Starter includes up to 30 landing pages. After reaching this limit, no additional landing pages can be created or cloned.” One independent guide we checked reports 20 pages on Free and 10,000 on Starter, numbers that do not correspond to anything in HubSpot’s own documentation; we follow the vendor.

Generating pages with HubSpot’s AI tool is gated further still, at “Content Hub Professional or Enterprise subscription”. So a team that wants unbranded, AI-assisted landing pages alongside marketing automation is buying two Hubs at Professional, which is a materially different budget from the one a comparison table implies.

The 30-page cap deserves a note about how it behaves, because it is not a soft limit. HubSpot’s wording is that after the limit “no additional landing pages can be created or cloned” — cloning is named explicitly, which is the operation a team hits first when it builds page variants for campaigns. Thirty is a comfortable number for a company running a handful of campaigns a year and a tight one for anyone running paid acquisition with a page per audience.

Continue reading

• HubSpot pricing — what the Hub structure actually costs once you add the pieces up
• HubSpot review — our full verdict after hands-on testing
• HubSpot alternatives — who to look at if the Hub gates above are dealbreakers