Zoho CRM vs HubSpot vs Pipedrive vs Attio

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

Compared on	ZC Zoho CRM Free plan VisitRemove	HubSpot Free plan · from $7/seat/mo VisitRemove	Pipedrive Free trial · from $14/seat/mo VisitRemove	Attio Free plan · from $35/user/mo VisitRemove
What it is	CRM with a free plan for three users and four paid editions	CRM platform with free tools plus paid marketing, sales and service hubs	Pipeline-based sales CRM for tracking leads and deals	Customisable CRM with email sync, enrichment, workflows and AI agents
Free plan	Free for 3 users; contact management, workflow automation, standard reports, mobile apps; up to 10 custom email templates, 10 data exports, 5,000 API calls/day	Up to 2 users, 1,000 contacts, 1 million records across other standard objects; no time limit; no credit card required	No	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
Cheapest paid plan	Not publishedZoho CRM pricing	$7/seat/mo (Starter Customer Platform)HubSpot pricing	$14/seat/mo billed annually (Lite)Pipedrive pricing	$35/user/mo billed annually (Plus)Attio pricing
What it covers	Not stated	'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.	Up to 10 seats; 500 seat credits per user/month and 1,500 workspace credits/month.
Free trial	Free trial offered on the paid editions (length not stated)	None stated	14-day free trial, no credit card required	14-day trial of the Pro plan
Platforms	Web	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	Very small teams that want a free starting CRM Teams that expect to add process automation as they grow	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	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
Watch out for	Free plan is limited to 3 users and 5,000 API calls a day Paid prices were not visible on the pricing page when fetched	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: 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
Made by	Zoho Corporation	HubSpot, Inc.	Pipedrive Inc.	Attio Ltd.

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 is on its category page, with the written head-to-heads on Compare.