HubSpot vs GoHighLevel: Which CRM Grows Your Sales Funnel Faster?
Choosing the right CRM and marketing automation tool can make or break your sales pipeline. Whether you're a growing agency, a scrappy startup, or an established business, you're probably comparing two big names: HubSpot and GoHighLevel.
Both platforms promise to streamline your sales, supercharge your marketing campaigns, and simplify client management; but their approaches couldn't be more different. HubSpot is the polished, all-in-one CRM software with a massive ecosystem and polished interface. GoHighLevel, on the other hand, is the underdog turned powerhouse, built specifically for agencies looking to white-label, automate, and scale — fast.
👉 In this in-depth comparison, we’ll break down their features, pricing, integrations, and real-world use cases. Whether you’re looking to automate your lead generation, build funnels that convert, or offer white-labeled client services, this guide will help you decide if HubSpot or HighLevel is the right fit for your next move…let’s dive in!
What is HubSpot?
HubSpot overview
HubSpot is a leading CRM platform known for its clean interface, user-friendly tools, and robust marketing automation capabilities.
🎯 It’s especially popular with startups, SaaS companies, and B2B businesses looking for an all-in-one solution to manage leads, sales pipelines, customer support, and campaign automation.
Unlike niche platforms, HubSpot offers a complete suite: CRM, marketing, sales, service, and content management… with each Hub seamlessly integrated. Its freemium model makes it attractive for small businesses, while its advanced tools and integrations scale well for enterprises.
Core features of HubSpot
Before we dive into the specifics, it’s worth noting: HubSpot is built for versatility. Whether you're building landing pages, scoring leads, or managing your pipeline, HubSpot gives you the building blocks to create a fully personalized marketing and sales stack.
⚒️ Here are the standout features:
- Smart CRM Core: contact management, company records, tasks, and activity tracking — free forever
- Marketing Hub: email campaigns, automation workflows, forms, ad tracking, and lead scoring
- Sales Hub: deal pipelines, email sequences, quotes, and calling ;
- Service Hub: ticketing system, knowledge base, live chat, and customer feedback tools
- Content Hub: website builder, SEO recommendations, and smart content personalization
- Automation and workflows: drag-and-drop automations to streamline every part of the funnel
HubSpot CRM
HubSpot pros and cons
Every CRM tool, even a giant like HubSpot comes with trade-offs. To make the right decision, it’s crucial to weigh what works well and what could be a dealbreaker depending on your team size, budget, or level of technical expertise.
✅ Let’s start with what makes HubSpot shine. HubSpot isn’t just popular because of branding. It delivers real value in several key areas:
- Unified platform: connects all data, tools, and teams
- Excellent user interface: clean, intuitive, and highly polished
- Free CRM with generous limits: great for startups or lean teams
- Robust documentation and support: a goldmine for onboarding and troubleshooting
- Powerful marketing features: especially for content-driven businesses
- Massive integration ecosystem: works with 2,000+ apps out of the box
- Scales easily: multiple Hubs let you expand your toolset as you grow
❌ That said, HubSpot isn’t for everyone and it’s not always budget-friendly. Here are the common concerns raised by users:
- Pricing jumps quickly: especially when unlocking advanced automation or team features
- Feature gating: many advanced tools are only accessible with higher-tier plans
- Modular plans and add-ons: the pricing is transparent but the structure can feel overwhelming
- Limited customization: compared to tools like GoHighLevel, workflows are less flexible in lower-tier plans
- Agency limitations: no native white-labeling, making it less appealing for resellers
What is GoHighLevel?
GoHighLevel overview
GoHighLevel (often stylized as HighLevel) is an all-in-one CRM and marketing automation platform built with a very specific audience in mind: agencies.
🎯 While platforms like HubSpot cater to a broad market, GoHighLevel doubles down on client-facing services, making it a powerful white-label solution for agencies that want to build funnels, run campaigns, manage client pipelines, and offer full-stack marketing services under their own brand.
In short, it’s not just a CRM tool, it’s a revenue engine for agencies looking to scale recurring services without stacking dozens of disconnected tools.
Core features of GoHighLevel
What makes GoHighLevel different is its vertical integration. Instead of piecing together tools like Calendly, ClickFunnels, Mailchimp, Pipedrive, and others, you get it all in one place. And it’s designed for speed, control, and automation.
⚒️ Here are the core features agencies love:
- Funnel builder: create full sales funnels with drag-and-drop ease, landing pages, thank-you pages, upsells, and more;
- CRM and pipeline management: track leads and deals visually with stages, notes, and automations;
- Marketing automation: email, SMS, voicemail drops, Facebook Messenger, and more, all automated in a visual builder;
- Booking and calendars: integrated scheduling that replaces Calendly, great for coaching, calls, demos
- Reputation management: request reviews, respond to Google reviews, and monitor client reputation
- White-label client portals: let clients log in to a branded dashboard with your own logo and domain
- Membership sites: sell courses or gated content directly, no need for third-party tools
GoHighLevel pros and cons
So, is GoHighLevel the ultimate marketing agency toolkit, or just another overhyped platform? Like any tool, it has clear advantages and some areas that might not work for everyone.
✅ GoHighLevel isn’t trying to be everything to everyone and that’s what makes it powerful. Here’s where it excels:
- Built for agencies: everything is designed with resellers and client services in mind
- Insanely good value: replaces $1,000+ worth of tools with one monthly fee
- White-label everything: from dashboards to email domains
- Powerful automations: more flexible than HubSpot’s unless you're on an enterprise plan
- No per-user pricing: flat-rate pricing supports scalability
- Client management tools: assign accounts, switch between sub-accounts easily
❌ It’s not all smooth sailing. While GoHighLevel is powerful, it’s also opinionated and less polished than legacy tools. Here are the key drawbacks:
- Steep learning curve: more technical and less intuitive than HubSpot for non-marketers
- UI isn’t as refined: especially compared to HubSpot’s polished design
- Support can feel spotty: especially during onboarding or bug resolution
- Limited analytics depth: great for execution, but reporting tools are more basic
- More suited for agencies: not ideal for solopreneurs or traditional B2B sales teams
HubSpot vs GoHighLevel: Compare the features
| Feature | HubSpot | GoHighLevel |
| CRM & Pipeline Management | Free CRM, intuitive UI | Visual pipelines with custom stages |
| Marketing Automation | Email, workflows, triggers | Email, SMS, calls, DMs, advanced workflows |
| Funnel & Landing Page Builder | Dynamic content in higher tiers | Full drag-and-drop funnel builder |
| Email & SMS Marketing | Email; SMS via integrations | Native Email + SMS automation |
| Scheduling & Calendar Tool | Built-in meeting scheduler | Built-in calendar system |
| White-Labeling | ❌ Not available | Full white-label options |
| Reporting & Analytics | Advanced (with paid plans) | ⚠️ Basic dashboards |
| Client Portals | ⚠️ Only with CMS + dev setup | Custom portals per client |
| Membership Sites / Courses | ❌ Requires integrations | Built-in |
| Integrations & API | 2,000+ native & Zapier | ⚠️ Fewer native; strong API & Zapier support |
Focus on marketing automation
HubSpot shines for email marketing automation, with:
- Workflows tied to lifecycle stages,
- CRM data,
- And content triggers.
It’s great for inbound, nurturing, and B2B funnels.
GoHighLevel pushes further into multichannel automation:
- SMS,
- voice drops,
- Facebook DMs,
- email,
- and more.. all from a single visual workflow builder.
💡 Verdict: If you want adaptive nurturing with deep CRM insights, HubSpot wins. For multichannel outreach in one place, GoHighLevel delivers.
Focus on funnel building
HubSpot offers landing pages with a drag-and-drop editor on the free plan and paid plans include smart content that changes dynamically based on visitor behavior.
GoHighLevel also comes with a funnel builder out of the box:
- upsells,
- opt-ins, checkout pages, thank-you screens — all without extra tools like ClickFunnels.
💡 Verdict: While GoHighLevel includes a strong funnel builder for agencies, HubSpot's landing pages and forms are engineered for conversion with progressive profiling for various types of businesses.
Focus on client management and white-labeling
HubSpot’s model is customer-centric. It works well for managing your internal leads and contacts.
GoHighLevel is agency-centric. You can:
- create unlimited client accounts,
- switch between them easily,
- and give each client their own custom dashboard, ...
… all white-labeled under your brand.
💡 Verdict: For agencies focused on reselling white-labeled software, GoHighLevel is the winner. If you want a platform built to help businesses grow long-term directly with integrated CRM, marketing, and sales tools, HubSpot fits best.
Focus on analytics and reporting
HubSpot offers robust reporting dashboards, especially on higher-tier plans. You get:
- Contact behavior,
- Revenue attribution,
- Pipeline performance,
- And campaign metrics, all with a polished UI.
GoHighLevel has basic dashboards, but lacks deep analytics unless you connect external tools.
💡 Verdict: For data-driven teams, HubSpot provides more depth and polish. HighLevel covers the basics but might feel limiting for performance tracking.
Focus on integrations and ecosystem
HubSpot integrates with over 2,000 tools natively, from Slack to Salesforce to Google Ads, and its App Marketplace is one of the best in SaaS.
GoHighLevel takes a different approach, focusing on native functionality, with Zapier and API options to fill the gaps. But native integrations are fewer.
💡 Verdict: If your stack relies heavily on external apps, HubSpot wins. If you’re starting from scratch and want everything under one roof, GoHighLevel keeps it lean.
HubSpot vs GoHighLevel: Pricing Plans Comparison
Both platforms offer a range of plans at varying price points, but their pricing models couldn't be more different.
HubSpot's Plans
HubSpot’s pricing may seem complicated at first, that's because it is modular. On the plus side: you can mix and match the various “Hubs” (Marketing, Sales, Service, etc.) to suit your needs, or buy them as a bundle. However, costs quickly stack up as you add “seats” (users), increase your contact list size, or require features like advanced automation which are locked behind higher tiers.
To give you an idea of the 2025 pricing landscape, here is what to expect for their core bundles and hubs:
| Plan | Monthly Cost | Annual Cost (approx.) | No. of seats / Contacts |
|---|---|---|---|
| Customer Platform (Bundle) | Professional: $1,450 Enterprise: $4,700 |
Professional: $1,300/mo Enterprise: $4,700/mo |
Pro: 5 seats Ent: 7 seats |
| Marketing Hub | Professional: $890 Enterprise: $3,600 |
Professional: $800/mo Enterprise: $3,600/mo |
Pro: 3 seats / 2k contacts Ent: 5 seats / 10k contacts |
| Sales / Service Hub | Professional: $100/seat Enterprise: $150/seat |
Professional: $90/seat Enterprise: $150/seat |
Cost per seat |
| Content Hub | Professional: $500 Enterprise: $1,500 |
Professional: $450/mo Enterprise: $1,500/mo |
Pro: 3 seats Ent: 5 seats |
| Starter (All Hubs) | ~$15 - $20 per seat | ~$15 per seat | Cost per seat |
The bottom line is that the Starter plans are affordable (approx. $15/seat) but come with limited features and automation. It's up to you to see if your team also requires marketing power—like workflows, sequences, and bulk reporting— and then jump to the Professional tier, which often starts around $800+ per month.
A few things to note:
- HubSpot charges for "Marketing Contacts." If you go over your limit (e.g., 2,000 contacts on Pro), the price increases automatically.
- Mandatory "Onboarding Fees" often apply to Professional ($3,000) and Enterprise ($7,000) plans.
- Additional seats on Professional plans often cost $50-$100/month each.
*Pricing data is based on publicly available information as of late 2024/early 2025. HubSpot’s model is modular, and total costs may vary based on specific seat counts and contact volume. Always check official pricing pages for the most current rates.
GoHighLevel's Plans
GoHighLevel’s pricing is incredibly straightforward. There are three main plans to pick from. Crucially, GoHighLevel does not charge per user or per contact. You can have unlimited team members and unlimited leads on any plan.
- The Starter plan is for a single business account (sub-account).
- The Unlimited plan allows for unlimited sub-accounts, which is essential for agencies managing multiple clients.
- The Pro (SaaS) plan unlocks "SaaS Mode," allowing you to resell the software as your own product.
Here is what you pay:
| Plan | Monthly Price | Annual Price | Discount for Paying Annually |
|---|---|---|---|
| Starter | $97 | $970 | ~17% (2 months free) |
| Unlimited | $297 | $2,970 | ~17% (2 months free) |
| Pro (SaaS) | $497 | $4,970 | ~17% (2 months free) |
There are some additional usage-based costs for phone, email, and AI content generation (via integrations like Twilio or LeadConnector), but these are pay-as-you-go and optional.
While GoHighLevel doesn't charge per "seat," it does charge for Premium Workflow Actions. This is crucial if you plan to use Webhooks (to send data to Zapier/Make) or integrate directly with Google Sheets and Slack.
1. API Access by Plan
- Starter ($97): Limited. You generally cannot use the full public API for custom integrations without upgrading.
- Unlimited ($297) & Pro ($497): Full API Access included.
2. "Premium Triggers & Actions" Costs
Using a Webhook (sending data out), Google Sheets row update, or Slack notification within a workflow is considered a "Premium Action."
| Action Type | Cost (Pay-as-you-go) | Bulk "Workflow Pro" Option |
|---|---|---|
| Webhooks (Inbound/Outbound) | ~$0.01 per execution | $10/mo for 10k executions $25/mo for 30k executions $50/mo for 65k executions |
| Google Sheets / Slack | ~$0.01 per execution | |
| Workflow AI (GPT-4 steps) | ~$0.03 per run |
So, the key points to make when analyzing both platforms' pricing structures are:
- HubSpot has a low barrier to entry ($15/month) but becomes exponentially more expensive as you grow, often punishing you for adding more contacts or team members.
- GoHighLevel offers an "unlimited" philosophy (unlimited users, contacts, and features) for a flat monthly fee.
HubSpot vs GoHighLevel: Which interface is more intuitive?
When it comes to CRM and automation tools, power means nothing if the platform is clunky. The user interface (UI) and user experience (UX) can make or break your team’s productivity, especially if you're managing multiple campaigns or clients daily.
Let’s compare HubSpot and GoHighLevel across four key UX factors: ease of use, dashboard design, customization, and mobile accessibility.
| UX Criteria | HubSpot | GoHighLevel |
| Ease of use | Polished and beginner-friendly | ⚠️ Steeper learning curve, more technical |
| Dashboard design | Clean, modern UI with modular layouts | Functional, but cluttered and less refined |
| Customization | Limited in free tiers; good in higher plans | Highly customizable workflows and client views |
| Mobile experience | Native app, responsive & fluid | ⚠️ Native app exists, but less reliable |
🧠 Analysis:
HubSpot is known for its beautifully designed, intuitive interface. Whether you’re editing email templates or creating sales pipelines with advanced workflows, it feels clean, guided, and polished. Perfect for non-technical teams or first-time CRM users.
GoHighLevel leans more towards power-users and marketers. It offers a ton of flexibility, but that comes at the cost of visual clutter and a less refined user experience. That said, once you know where things are, it’s fast and efficient, especially for agencies switching between multiple sub-accounts.
📱On mobile, both platforms offer apps, but HubSpot’s mobile UX is smoother and more stable overall.
HubSpot vs GoHighLevel: Compare integrations
The better a platform integrates with your CRM or marketing stack, the more central it becomes to your business infrastructure. For IT leaders, agencies, or tech-savvy marketers, the breadth of integrations, ease of setup, and depth of automation are critical decision factors.
👉 Number of available integrations
- HubSpot: ⭐⭐⭐⭐⭐
Over 2,000 native integrations via the HubSpot App Marketplace. Plug-and-play connections with tools like Salesforce, Slack, Google Ads, Zoom, Stripe, Calendly, Typeform, Aircall, and many more. Plus, an open and well-documented API, supported by a massive ecosystem of developers and partner agencies. - GoHighLevel: ⭐⭐☆☆☆
Limited native integrations: most connections are made through Zapier, webhooks, or custom API work. It covers essentials (like Stripe, Mailgun, Twilio, Google, Facebook), but lacks the depth and marketplace variety of HubSpot. Fine for all-in-one usage, but not ideal for stacking external tools.
👉 Ease of configuration
- HubSpot: ⭐⭐⭐⭐☆
User-friendly setup process with extensive documentation and guided steps. Most integrations can be connected with just a few clicks, especially for popular tools. However, advanced automations (e.g. CRM triggers, contact syncs) may require deeper workflows or third-party middleware. - GoHighLevel: ⭐⭐☆☆☆
The setup process is more technical and manual. Many integrations involve Zapier, custom scripts, or external APIs. While the flexibility is there, expect a DIY approach that may not suit non-technical users or busy teams.
👉 Personalization and automation depth
- HubSpot: ⭐⭐⭐⭐☆
Excellent automation control via workflows, event triggers, and conditional logic. Integrations can trigger email campaigns, pipeline changes, task creation, and more. Deep integration with marketing, sales, and customer service functions. - GoHighLevel: ⭐⭐⭐⭐☆
Powerful native automation engine, particularly for multichannel sequences (email, SMS, calls, DMs). Once connected, external tools can be triggered through workflows, though it’s often less seamless than with HubSpot. Ideal for agencies building custom client flows.
💡 Conclusion
- HubSpot takes the lead on integration volume and ease of use with its extensive marketplace, documentation, and pre-built connectors. It’s a solid choice for teams that rely on a broad ecosystem of tools and want to bring everything together as their business grows.
- GoHighLevel, on the other hand, is more self-contained. It’s perfect if you want to minimize external apps and control everything from one dashboard, but expect to roll up your sleeves if you need external connections.
When to choose HubSpot or GoHighLevel
Not every CRM or marketing platform fits every business model. Your choice between HubSpot and GoHighLevel should depend on your team structure, growth stage, and how much control vs. convenience you want. Let’s break down the most relevant use cases for each tool.
Use cases for HubSpot
If you're looking for a scalable, well-integrated CRM that’s easy to onboard and fits well within a traditional marketing stack, HubSpot is a strong candidate. It's particularly effective for businesses that want robust loop marketing, detailed analytics, and an all-in-one sales pipeline, without diving into technical setups.
📌 Choose HubSpot if you:
- Run a B2B SaaS, tech company, or startup focused on generating the right leads and converting them faster
- Want a free CRM with reliable upgrade paths
- Prefer polished UX and a clean interface for your sales or marketing teams
- Need strong native integrations with tools like Salesforce, Google Ads, or Slack
- Require built-in CMS and content management for SEO and lead capture
- Prioritize reporting and customer data visibility across the funnel
- Work with small to medium-sized teams that value guided onboarding and best practices
We went from being a bottleneck to being an enabler. Now our teams can move quickly, target more effectively, and ultimately help more kids learn to read.
Matthew Ruxton, Manager of HubSpot CRM
Use cases for GoHighLevel
If you’re running an agency, coaching business, or marketing service, and you want to build and scale client accounts, funnels, and campaigns from a single dashboard, GoHighLevel is made for you. It’s designed to replace your full stack without stacking monthly subscriptions.
📌 Choose GoHighLevel if you:
- run a marketing agency, freelance practice, or consultancy managing multiple clients ;
- need white-label client portals and custom branding options ;
- want to build and automate funnels, landing pages, and SMS/email campaigns without extra tools ;
- sell local services, coaching, or online courses with calendar booking and pipelines ;
- prefer flat-rate pricing with no limits on users or sub-accounts ;
- need multi-channel outreach (e.g. SMS, email, calls, FB DMs) in one place ;
- want to launch a SaaS-like business model under your own brand.
It's been a complete game-changer for me. We've built our whole business around HighLevel now. We'll never go back.
Christine Seale, President & CEO of NerdLevel
HubSpot vs GoHighLevel: Which one deserves a spot in your stack?
Choosing between HubSpot and GoHighLevel isn’t just about comparing features but it is about choosing the right growth engine for your business model.
👉 Choose HubSpot if you're building for long-term scalability. With a clean, intuitive interface, 2,000+ native integrations, and enterprise-grade analytics, HubSpot is ideal for B2B teams, startups, and SMBs focused on sustainable growth. You'll get transparent pricing (email marketing included), strong reliability, and helpful support at no extra cost. It's ranked at the top on G2 and a Gartner Magic Quadrant Leader for good reason.
👉 Choose GoHighLevel if you're an agency prioritizing white-label control. Built specifically for agencies reselling software to clients, GoHighLevel offers funnel builders, client portals, and white-labeling capabilities. However, be prepared for potential trade-offs: hidden costs ($0.01 per email can add up quickly) and support that may not match HubSpot's standards. While it replaces multiple tools, many users find they still need external solutions for email deliverability and analytics.
FAQ - HubSpot vs GoHighLevel
Is GoHighLevel better than HubSpot?
It depends on your use case. GoHighLevel is better for agencies and service providers who want to manage multiple clients, build funnels, and run white-labeled marketing automation. HubSpot is better for businesses needing a polished CRM, strong integrations, and robust reporting across sales, marketing, and service. On average, HubSpot tends to be the winner because of its ability to scale when businesses need it to.
Does GoHighLevel have a free plan like HubSpot?
No. GoHighLevel does not offer a free plan, its pricing starts at $97/month. HubSpot, on the other hand, offers a popular free CRM, which is ideal for small teams getting started with contact and pipeline management.
Can I integrate GoHighLevel with other tools like Slack or Google Ads?
Partially. GoHighLevel relies heavily on Zapier and custom APIs for integrations. While core tools like Stripe, Mailgun, and Facebook are supported natively, you won’t find a large marketplace of direct plug-ins like you would with HubSpot, which offers 2,000+ integrations out of the box.
Which platform is best for white-labeling?
GoHighLevel wins hands down. It was built from the ground up for white-label use, letting you brand the dashboard, custom domains, email sending, and even offer a SaaS model under your agency’s name. HubSpot does not offer any white-labeling options.
Is HubSpot more expensive than GoHighLevel?
Yes, especially as your team or contact list grows. While HubSpot has a generous free tier, its paid plans can become expensive as you unlock advanced automation, reporting, or remove branding. GoHighLevel offers flat monthly pricing with unlimited users and accounts, making it a better fit for high-volume client work.