HubSpot vs Twenty CRM
HubSpot vs Twenty — which one should you pick?
TL;DR Verdict
Twenty wins for small teams who want a modern CRM without per-seat pricing. HubSpot remains better for teams needing marketing automation, deep reporting, and a mature ecosystem.
Overview
HubSpot is the industry standard for inbound marketing and CRM. Twenty is the rising open-source challenger, offering a modern UI and unlimited users for free. Here’s how they compare for different team sizes.
Feature Comparison
| Feature | HubSpot | Twenty |
|---|---|---|
| Pricing | $20-120/user/month | Free (self-hosted) |
| Contact Management | Excellent | Good |
| Email Integration | Gmail, Outlook, IMAP | Gmail, Outlook |
| Marketing Automation | Comprehensive | None (CRM only) |
| Custom Objects | Enterprise plan only | All plans |
| API | REST API | GraphQL API |
| Mobile App | Excellent | Basic |
| Reporting | Advanced | Basic |
| Data Ownership | HubSpot servers | Your servers |
| User Limit | Per-seat pricing | Unlimited |
Pricing Deep-Dive
| Users | HubSpot Starter | Twenty (self-hosted) | Savings |
|---|---|---|---|
| 1 user | $20/mo | $5/mo | $15/mo |
| 10 users | $200/mo | $10/mo | $190/mo |
| 50 users | $1,000/mo | $20/mo | $980/mo |
| 100 users | $2,000/mo | $40/mo | $1,960/mo |
When to Choose HubSpot
- You need integrated marketing automation (email sequences, landing pages, forms)
- Your sales process relies on advanced reporting and forecasting
- You want a mature mobile app for field sales
- Your team needs deep integrations with 1,000+ apps
When to Choose Twenty
- You want a modern, clean CRM without the bloat
- Per-seat pricing is killing your budget
- You need full control over your customer data
- You want a GraphQL API for custom integrations
- Your team is technical and comfortable with self-hosting
Migration Path
Twenty supports CSV/XLSX import with field mapping. Export your HubSpot contacts, companies, and deals as CSV files, then import them into Twenty. The process takes about 30 minutes for most datasets.
For assisted migration, upready.dev offers a turnkey HubSpot → Twenty migration service.
Final Verdict
Twenty is the better choice for teams that want a clean, modern CRM without marketing automation. For teams that need the full inbound marketing suite, HubSpot is still worth the premium.
Best for: Small-to-medium teams (5-50 users) who want a modern CRM without per-seat pricing