Attio vs HubSpot vs Pipedrive vs Apollo.io

Written head to head: HubSpot vs Pipedrive, with when to choose each side.

Compared on	Attio Free plan · from $35/user/mo VisitRemove	HubSpot Free plan · from $7/seat/mo VisitRemove	Pipedrive Free trial · from $14/seat/mo VisitRemove	Apollo.io Free plan · from $49/seat/mo VisitRemove
What it is	Customisable CRM with email sync, enrichment, workflows and AI agents	CRM platform with free tools plus paid marketing, sales and service hubs	Pipeline-based sales CRM for tracking leads and deals	Sales prospecting database with email sequences, dialer and deal tracking
Free plan	Up to 3 seats, 50,000 records, up to 3 objects, 100 seat credits per user/month, 250 workspace credits/month, 1 synced email account per user, 200 emails/month	Up to 2 users, 1,000 contacts, 1 million records across other standard objects; no time limit; no credit card required	No	900 credits per seat per year (granted monthly), 2 sequences, AI Assistant limited to 5 chats, record selection limit of 25
Cheapest paid plan	$35/user/mo billed annually (Plus)Attio pricing	$7/seat/mo (Starter Customer Platform)HubSpot pricing	$14/seat/mo billed annually (Lite)Pipedrive pricing	$49/seat/mo billed annually (Basic)Apollo.io pricing
What it covers	Up to 10 seats; 500 seat credits per user/month and 1,500 workspace credits/month.	'Starts at' price offered for a limited time to new customers, with the $20/mo/seat list price struck through (shown for both monthly and annual billing); includes 500 HubSpot Credits.	Annual option is one payment of US$168 per seat per year.	Monthly: 2,500 credits per seat per month; annual: 30,000 credits per seat per year, granted upfront.
Free trial	14-day trial of the Pro plan	None stated	14-day free trial, no credit card required	14-day trial of Basic or Professional (trial includes 50 credits and 5 mobile credits)
Platforms	Web, API	Web	Web, iOS, Android, Chrome extension, API	Web, API
Integrations (vendor's figure)	Not stated	Over 2,000 apps and web services	500+ integrations	Not stated
Open source	No	No	No	No
Good for	Managing a startup's sales pipeline with contacts synced from email Shaping the CRM with custom objects that match how a team works Automating follow-ups with workflows and email sequences	Keeping a free shared contact database for a very small team Running email marketing and lead capture for a small business Keeping sales, marketing and support records in one system	Tracking a small team's deals from first contact to close Automating follow-up emails and activity reminders Forecasting revenue from the sales pipeline	Finding contact details for prospects at target companies Running automated email outreach sequences for a small sales team Enriching CRM records with company and contact data
Watch out for	Free plan: up to 3 seats, 50,000 records, 3 objects and 200 emails a month Plus is capped at 10 seats Call intelligence, sequences, permission controls and advanced reporting require Pro	Free tools are limited to 2 users and 1,000 contacts Professional and Enterprise need a one-time onboarding fee (Marketing Hub: $3,000 and $7,000) The $7/seat Starter price is a limited-time offer for new customers; the list price shown is $20/seat/month	No free plan; a 14-day free trial is offered Lite has no automations, sequences or two-way email sync Leads and deals are capped per seat (Lite: 2,500 per seat, up to 300,000 per company)	Free plan: 900 credits per seat per year and 2 sequences Organization requires at least 3 seats and annual billing Record selection limit of 25 on Free and 1,000 on Basic
Made by	Attio Ltd.	HubSpot, Inc.	Pipedrive Inc.	Apollo.io

Entry prices are the cheapest paid plan, as each vendor publishes it; “What it covers” says what that price is per (a user, a channel, a brand, a number of contacts). The sources are listed on each tool's page.

Every tool in CRM tools and AI sales prospecting and lead data tools is on their category pages, with the written head-to-heads on Compare.