HubSpot now sells a "flexible seats-and-credits" pricing model to new customers in Europe, the Middle East and Africa, according to HubSpot's chief financial officer. You choose one edition (Starter, Professional or Enterprise) for the whole platform instead of buying separate Hubs, pay for seats by role, and use HubSpot Credits for the work that automation and AI agents do. It suits small teams who each do a bit of everything, organisations with large databases but modest sending, and teams that want AI agents with a spending cap. Heavy email senders should budget for capacity packs. Here is how it works, from HubSpot's own published terms, and how we would decide whether it suits you.
How the new model works
HubSpot's pricing supplement and knowledge base set out four parts (HubSpot pricing supplement; HubSpot Knowledge Base):
- One edition. Starter, Professional or Enterprise, covering marketing, sales, service and the rest of the platform. Editions cannot be mixed in one account.
- Seats by role. A GTM Seat gives full access to the platform for people who work with customers; every account needs at least one. An Ops Seat, on Professional and Enterprise, gives the automation, reporting and governance tools to people who build the systems. A View-only Seat lets people see data without changing it.
- Credits. Each edition includes a monthly allowance of HubSpot Credits: 5,000 on Starter, 10,000 on Professional and 15,000 on Enterprise. Credits pay for things that do work for you, such as AI agents, email sends, WhatsApp templates and workflow actions. Unused credits do not roll over.
- Packs and Pay-as-You-Go. On Professional and Enterprise, capacity packs give a set number of email sends or workflow actions for a flat monthly price. Beyond that, you buy credit packs or pay as you go.
What it costs
HubSpot publishes the model's list prices in euros. GTM Seats start at €20 a seat a month on Starter (up to 10 paid seats), €100 on Professional and €175 on Enterprise, and Ops Seats start at €50. Extra credits cost €0.010 each, or €10 for a pack of 1,000 (HubSpot). HubSpot's French pricing page shows Professional at €90 a seat a month on annual billing (hubspot.fr).
Two things are not on HubSpot's own pages at the time of writing: a list of the countries where the model applies, and prices in pounds. HubSpot's chief financial officer said in September that the pilot, which ran in the Nordics and Benelux, would expand "to new customers in EMEA starting next month" (HubSpot Analyst Day, 17 September 2026). If you are buying HubSpot for the first time in the UK, ask which model your quote is on.
From 15 October 2026 HubSpot also added spending caps, the option to swap unused seats for credits, credit packs at a flat monthly rate and Pay-as-You-Go (HubSpot newsroom). Professional and Enterprise still require paid onboarding; Starter does not.
Who it suits
This is our reading of HubSpot's published terms, not HubSpot's own advice.
- Small teams who each do a bit of everything. One GTM Seat covers marketing, sales and service, so nobody needs a seat in each Hub. Starter allows up to 10 paid seats with 5,000 credits a month included.
- Organisations with big databases and modest sending. Marketing contacts are no longer a separate charge: they count towards a record allowance, 250,000 records on Professional. Membership bodies and colleges with large lists but steady sending may pay less than under contact-based pricing.
- Teams with admins and analysts. People who build workflows and reports but do not work with customers can take an Ops Seat at about half the price of a GTM Seat on Professional.
- Teams using AI agents. One credit balance covers every agent, with limits at feature and action level. On included credits alone, features pause when the credits run out, and once you buy extra credits HubSpot sets an account-level spending limit automatically. For example, HubSpot's Customer Agent uses 50 credits for each conversation it resolves.
Who should check the numbers first
- High-volume email senders. Each marketing email uses 15 credits for the first 10,000 sends, and a workflow that sends an email is charged twice, once for the send and once for the workflow action (HubSpot Knowledge Base). On our arithmetic, 10,000 emails at 15 credits is 150,000 credits, about €1,500, against €1,000 a month for HubSpot's 10,000-send capacity pack. The 10,000 credits included with Professional cover about 670 emails at that rate.
- WhatsApp senders. Each templated WhatsApp message sent through HubSpot uses 20 credits, about €0.20 at the list price of credits; HubSpot does not say whether Meta's own fee is included. Through an app such as Flowella, our sister company's app, Meta bills you directly and the app has its own plan, so compare the totals for your volumes.
- Organisations that need Enterprise for one team. Editions cannot be mixed, so every seat is on the same edition.
If you are already a HubSpot customer
HubSpot's leaders have described the new model as being for new customers, and HubSpot has not published a date for moving existing accounts. Its terms say only that it "may choose to move you to our then-current products" if you have an older subscription. When your renewal comes round, it is worth asking HubSpot, or your partner, how your seats, contacts and sending would look on the new model, because the answer depends on how your team uses HubSpot.
How we can help
At Discover Digital, a HubSpot Platinum Solutions Partner in Theale, Reading, we can model your current or planned use of HubSpot against both pricing models: seats by role, contacts, email and WhatsApp volumes, workflows and AI agents. We work through the licence options with you before you sign, and our time for this is priced like the rest of our project work, on our pricing page.
See our HubSpot services, or book a call and bring your current invoice.
