Side-by-side comparison · Marketing & Ads
ActiveCampaign vs HubSpot vs Klaviyo
Everything that matters when choosing between them, in one place: our rating, what each can do, what they cost, and the trade-offs.
Comparing 3 tools, the maximum.
At a glance
Pick it if: Small and mid-sized businesses that want email automations doing the follow-up for them.
Pick it if: Service businesses, agencies and B2B teams that need contacts, deals and marketing in one system.
Pick it if: Online stores that want their email and SMS to run on real customer behaviour.
Overview
| Attribute | ActiveCampaign | HubSpot | Klaviyo |
|---|---|---|---|
| In one line | Email marketing and automation for small businesses, with AI built in. | A free CRM with AI agents that handle leads, support and content for you. | Email and SMS for online stores, with AI that writes, segments and predicts. |
| Pricing model | Paid | Freemium | Freemium |
| Starting price | See website | From $800/mo | From $20/mo |
| Free plan | No | Yes | Yes |
| Works with Claude Code | Yes | Yes | Yes |
Rating breakdown
Our scores out of 5. The higher bar in each row is highlighted.
| Attribute | ActiveCampaign | HubSpot | Klaviyo |
|---|---|---|---|
| Overall rating | 3.8 | 4.1 | 4.3Winner |
| Ease of useHow quickly someone non-technical gets value from it. | 3.5 | 4.0 | 4.0 |
| FeaturesHow completely it covers its own job, and how well the pieces fit together. | 4.5 | 5.0 | 5.0 |
| Output qualityHow good the results are before you fix them. | 4.0 | 4.0 | 4.5 |
| Value for moneyWhat you get for the price, including the free plan. | 3.0 | 3.5 | 3.5 |
| Speed & reliabilityHow fast it is and how often it falls over. | 4.0 | 4.0 | 4.5 |
Feature comparison
A tick means it does this today. A dash means we haven't checked.
| Attribute | ActiveCampaign | HubSpot | Klaviyo |
|---|---|---|---|
| Access & platform | |||
| Free plan | No | Yes | Yes |
| Mobile app | Yes | Yes | Yes |
| Desktop app | No | No | No |
| Browser extension | – | Yes | No |
| API access | Yes | Yes | Yes |
| Teams & business | |||
| Team workspace | Yes | Yes | Yes |
| Enterprise plan or SSO | Yes | Yes | Yes |
| Connects to other apps | Yes | Yes | Yes |
| Open source or self-hosted | No | No | No |
| AI abilities | |||
| Works with your files | – | Yes | Yes |
| Understands images | – | – | – |
| Makes images | Yes | Yes | – |
| Makes video | No | No | No |
| Writes code | No | No | No |
| Runs agents or automations | Yes | Yes | Yes |
| Learns your brand or style | – | Yes | Yes |
| Works in many languages | Yes | Yes | Yes |
| Capabilities score | 8/ 17 | 12/ 17 | 10/ 17 |
Pricing
Plans as listed on each vendor's site when we last checked. Confirm before you buy.
| Attribute | ActiveCampaign | HubSpot | Klaviyo |
|---|---|---|---|
| Plans | Starter From about $15/mo billed yearly (1,000 contacts) Solo owners starting with email automation. | Free Free Anyone who needs a CRM and basic marketing tools without a budget. | Free Free New stores building their first flows. |
PlusOur pick From about $49/mo billed yearly (1,000 contacts) Small businesses running email, landing pages and SMS. | Marketing Hub StarterOur pick $20/seat/mo, currently $7/seat/mo for new customers Small teams ready to remove the branding and send more. | EmailOur pick From $20/mo Most stores once they pass 250 contacts. | |
Pro From about $79/mo billed yearly (1,000 contacts) Teams that want advanced targeting and attribution. | Marketing Hub Professional From $800/mo billed yearly, or $890/mo Marketing teams that need real automation. | Email and SMS From $35/mo Stores that want text messages in the same flows. | |
Enterprise Custom Larger companies with security and CRM needs. | Marketing Hub Enterprise From $3,600/mo Large teams with several brands or business units. | Enterprise Custom Large brands with many stores or markets. | |
| Which plan to pick | Plus is the sweet spot for most small businesses because it adds landing pages and generative AI. Starter is fine if you only need simple automations. Prices on ActiveCampaign's own page load per contact count, so plug in your real list size before deciding. | Run the free CRM for as long as you can; it covers most small businesses. Starter is the sensible first paid step when you want the branding gone and more sends. Only move to Professional when you have a specific automation in mind that will pay for the jump. | Start on Free and build your welcome and abandoned cart flows before you pay anything. Move to Email when you cross 250 contacts, and only add SMS once email is working, because text messages cost extra per send. |
Key features
| Attribute | ActiveCampaign | HubSpot | Klaviyo |
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Pros and cons
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Who each one is for
| Attribute | ActiveCampaign | HubSpot | Klaviyo |
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Questions people ask
Which is better, ActiveCampaign, HubSpot or Klaviyo?
Klaviyo scores highest overall in our ratings (ActiveCampaign 3.8/5, HubSpot 4.1/5 and Klaviyo 4.3/5). ActiveCampaign is best for email automations and customer journeys and lead nurturing for service and B2B businesses. HubSpot is best for tracking leads and deals and B2B email marketing. Klaviyo is best for abandoned cart recovery and segments from plain English.
Which is cheaper, ActiveCampaign, HubSpot or Klaviyo?
ActiveCampaign: Pricing isn't published; check the vendor's site for a quote. HubSpot: There's a free plan, and paid plans start at From $800/mo. Klaviyo: There's a free plan, and paid plans start at From $20/mo.
How we compare
Ratings are our own, from using each tool, across ease of use, features, output quality, value for money, speed & reliability.
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